State of Social Media in Mexico

8/10/2019 State of Social Media in Mexico

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October 10, 2014Presented by Dan PiechDirector of Product, Shareablee

[email protected]@shareablee

#socialmediamexico

State of Social Media in Mexico


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What We DoMonitor the social performance of over 51,000 properties, daily.

We use big dmarketers s

Where to focus tito maximize th

effectivtheir social cont


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Three Key BenefitsBoost your social ROI

CompetitiveBenchmarking

Audience EngagementInsights

Actionable PredictiveAnalytics

Measure what matters in social media, acroall platforms

Understand the quality of your engagedaudience their interests and value

Real time insights across all your socialplatforms, and competitive best practices


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What is your biggest question when it comes to social media measurement?

?


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What is your biggest question when it comes to social media measurement?

What is the platform mix , timing and content required to deliver maximumreach . What is the cocktail to achieve viral phenomenon... the holy grail of

Audience insights across platforms

Verification of social medias value as an advertising medium

What is the direct and indirect value of each social interaction ?

How will the social media ecosystem evolve ?


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Key Trends:Social is growing


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0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

January February March April May June July Augu

Number of Fans

Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing

Why engagement (and not just fans and impressions)?

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan 2014 Sept 2014


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0

50,000

100,000

150,000

200,000

250,000

January February March April May June July Augu

Unique Engaged Audience

Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing

By measuring by size of a companys active audience, youcan get an idea of the ROI for social media


Time Period: Jan 2014 Sept 2014


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0

50,000

100,000

150,000

200,000

250,000Unique Engaged Audience

Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing Dining

By measuring by size of a companys active audience, youcan get an idea of the ROI for social media


Time Period: Sept 2014

0

200,000

400,000600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000Number of Fans


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Facebook Dominates in Mexico

98.9%

0.3%0.8%

Facebook

Instagram

TwitterQ1 201387 Million Actions

Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram

Time Period: Jan 2013 Augus t 2014


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Facebook Dominates in Mexico

98

0.5%1

Fac

Ins

Tw

Q1 2014173 Million Actions

98.9%

0.3%0.8%

Facebook

Instagram

TwitterQ1 201387 Million Actions




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sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag

Facebook: Average Fans per Page

401K

Source: Shareablee Social Loyalty Platform: FacebookTime Period: Sept 2013 Sept 2014


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Facebook: Average Social Actions per Page


Facebook: Average Fans per Page

401K


68K


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Twitter: Average Followers per Account

17K



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The Rise of Instagram: Instagram is still in the early stages as a Social networin Mexico, but there are already promising results

Instagram Snapshot:Mexico, Sept 2014

Engaged Social Actions on Top Instagram Properties 4,800,000

Total Posts by Top Instagram Accounts 13,000

Actions per Post (average) 433

Source: Shareablee Social Loyalty Platform: InstagramTime Period: Sept 2013 Sept 2014


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Instagram: Average Social Actions per Account


172k


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ArgentinaPages

7%

[CATEGORYNAME]

[PERCENTAGE]

Chile Pages2%

Colombia

Pages4%

MexicoPages21%

Peru Pages7%

Q1 2013Q1 2013

329 MillionActions

Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan 2013 to June 2014

The Rise of Mexico


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ArgentinaPages

7%

[CATEGORYNAME]

[PERCENTAGE]

Chile Pages2%

Colombia

Pages4%

MexicoPages21%

Peru Pages7%

Q1 2013Argentina Pa6%

Chile Pages2%

Colombia Pages2%

Mexico Pages34%

Peru Pages10%

Q1 2014

Q1 2013329 Million

Actions YTD 2014416 MillionActions

Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan 2013 to June 2014

The Rise of Mexico


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Media/News/Publishing pages dominate the total amount of shares in Mexic

Automotive1%

CPG1%

Entertainment7%

Fashion/Clothing4%

Finance/Ban0%Food/Beverage

8%

Health/Beauty3%

Media/News/Publishing60%

Other2%

Retail2%

Technology1%

Telecom0% Travel/Leisure

1%TV10%% of Shares

Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan to May 2014

Mexico Trends by Verticals: Media/News/Publishing and TV dominate while there is a steady increase in


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comScore, Inc. Proprietary.

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14 may-14

Total Actions on Facebook

Mexico - A

Mexico - C

Mexico - E

Mexico - F

Mexico - F

Mexico - F

Mexico - H

Mexico - M

Mexico - O

Mexico - Q

Mexico - R

Mexico - T

Mexico - T

Mexico - T

Mexico - T

Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while there is a steady increase in as a whole among industries.

January 2013 to

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram

Mexico Trends by Verticals: Breakout of Media/News/Publishing Entertainment TV and Telecom vertical


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0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000


Total Actions on Facebook

Mexico Trends by Verticals: Breakout of Media/News/Publishing, Entertainment, TV and Telecom verticalis a huge growth in activity in this set of industries that is led by Media/News/Publishing.

January 2013 to



Mexico Trends by Verticals: How do the other industries look without Publishers? Food/Beverage in M


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0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000


Total Actions on FacebookM

M

M

M

M

M

M

RM

M

M

Mexico Trends by Verticals: How do the other industries look without Publishers? Food/Beverage in Mdominates the set over this time period, but there is positive growth in Fashion/Clothing as well

January 2013 to



H h f t i t f h t I l


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How much of my engagement consists of what I value m

12%5%

12% 11% 7% 6% 9%13% 16% 11% 5% 8% 6% 7% 9%

5%

2%2%

4% 1% 3% 3%2%

6%6%

5% 3% 6% 10% 7%

83%94%

86% 85% 91% 91% 88%85%

78% 84%90% 89% 88%

83% 84%

Shares Comments Likes Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook, Twitter, Instagram

January to May 2014


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Best Practices


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Understand your audience

h l b h


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What can we learn about The Economistssocially engaged reader?

148

150

169

206

Non-Profit

Travel

Technology

Luxury Retail

Audience Overlap Index

100

Wh l b Th E i


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148

150

169

206

Non-Profit

Travel

Technology

Luxury RetailDucati

RobertoCavalli

World EconomicForum MLB

The RitzCarlton

United NationsRolex

CiscoHuman Rights

WatchIWC

Watches


100

Overlapping Brands

Wh l b Th E i


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148

150

169

206

Non-Profit

Travel

Technology

Luxury RetailDucati

RobertoCavalli

World EconomicForum MLB

The RitzCarlton

United NationsRolex

CiscoHuman Rights

WatchIWC

Watches

NBwi

Th

NB

Da


100

Overlapping Brands Overl

How Loyal are Social Audiences?


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How Loyal are Social Audiences?

27%

28%

29%

32%

33%35%

0% 10% 20% 30% 4

Brasil

Argentina

Peru

Colombia

MexicoChile

% Returning


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Determine the appropriatecontent strategy

700 H h h ld t?


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Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook

0

100

200

300

400

500

600

700

ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14

How much should you post?Average Monthly Posts Per Brand across Facebook

Mexico - Automotive Mexico - CPG Mexico - EntertaiMexico - Fashion/Clothing Mexico - Finance/Banking Mexico - Food/BevMexico - Health/Beauty Mexico - Media/News/Publishing Mexico - OtherMexico - Quick Serve Restaurant Mexico - Retail Mexico - Technolog

250 How much should you post?


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0

50

100

150

200

250

ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14

How much should you post?Average Monthly Posts Per Brand across Facebook

Mexico - Automotive Mexico - CPG Mexico - EntertaiMexico - Fashion/Clothing Mexico - Finance/Banking Mexico - Food/BevMexico - Health/Beauty Mexico - Other Mexico - Quick SeMexico - Retail Mexico - Technology Mexico - Telecom

P T Ph i l d i


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72%

1% 3%

24%

Photo Video Status Link

Post Type: Photos consistently drive strong engagement

47%

2% 5%

46%


% Type of Posts % Engagement Driven by These Posts


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How much is post type strategy affected by vertical in Pub

34%23%

91%

77%

2% 1% 2% 2%3% 1% 1%

61%75%

6%

Entertainment Sports Teen Women's Interes

% Post Photo Video Status Link

35%46%

99%89%

1% 3% 0% 1%1% 1% 0%

63%49%

0%

Entertainment Sports Teen Women's Intere

% Engagement



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Two of the top Shared posts in the Media/News/Publishing category include indication


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Platforms: Facebook

share the content that is published or your own content with the brand.

A quick word on Promoted Posts:
https://www.facebook.com/139555586113452/posts/678827328852939https://www.facebook.com/112603997511/posts/10152142941132512


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Impactful, but still a small piece of the overall puzzl

7%

20%

93%

0

20

40

60

80

100

% Comp % Engagem

Promoted Organic


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Dont Assume. Test. Measure. Improve.


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If you could wave a magic wand and know one thing about social media , what wou

Whats next?

Whats the future of social media andcan I get ahead of it?


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98.3%

0.5%1.2%

Facebook

Instagram

Twitter

Q1 2014173 Million Actions

98.9%

0.3%0.8%

Facebook

InstagramTwitter

tions


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Contact Us:[email protected]@shareablee.com

shareablee @shareablee shareablee [email protected]

291 Broadway, Suite 1101New York, NY 10007

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State of Social Media in Mexico

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