State of Social Media in Brazil - 2014

O Cenrio das Redes Sociais e
Mtricas que Realmente Importam

Agosto de 2014
Alex Banks, VP Latin America & Director Brazil

Tania Yuki, CEO e Fundadora do Shareablee
www.facebook.com/comscoreinc
@comScoreLATAM
#estadodesocialmedia
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
prensa@comscore.com
Cenrio das Redes Sociais
comScore, Inc. Proprietary.
Engajamento em Redes Sociais por Regio

Mdia de Horas por Visitante
8.13
7.41
6.38
4.96
2.49
Amrica Latina
Europa
Amrica do Norte
Africa
Asia-Pacifico
Fonte: comScore Media Metrix, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+
Em todas as Regies do Mundo, as Mulheres so mais engajadas

Mdia de Horas por Visitante
7.75
Amrica Latina
6.70
Europa
5.42
Amrica do Norte
4.57
Global
8.51
8.12
7.27
5.61
2.36
2.65
Asia Pacfico
Homens
Mulheres
Fonte: comScore Media Metrix, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+
No Brasil, a Mdia de Minutos por Visita em Sites de Redes

Sociais maior do que em cada Regio do Mundo.
Mdia de Minutos por Visita em Sites de Redes Sociais
Brasil
18.5
Worldwide
12.5
Amrica Latina
frica
Europa
Global
Amrica do Norte
sia Pacfico
Fonte: comScore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+
O Brasil o Pas Latino com Maior Nmero de Visitantes

Dirios em Redes Sociais
Mdia de Visitantes Dirios(000)
60,584
30,118
7,050
6,825
2,737
Latin
America
Brazil
Argentina
Mexico
Venezuela
1,996
1,974
Peru
Fonte: comScore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+
Chile
647
Uruguay
O Brasil responsvel por 10% do tempo total consumido

globalmente em Redes Sociais, ocupando o segundo lugar
Total de Minutos (MM)
United States
69,586
Brazil
48,171
Russian Federation
45,040
China
29,895
Turkey
Germany
United Kingdom
18,876
15,501
13,478
Italy
11,867
India
11,708
France
10,555
Fonte: comScore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+
Social Media a categoria com maior tempo de navegao

entre os internautas brasileiros
Total de Minutos(MM)
50,577
30,946
27,090
23,386
15,678
Social Media
Corporate Presence
Portais
Servios
Entretenimento
Perfil da Audincia de Social Media no Brasil

% del Total de Visitantes nicos
26.9
% Composio de
Minutos
26.2
Homens
47%
Mulheres
53%
18.8
12.3
9.0
6.8
Pessoas: 6-14
Pessoas: 15-24
Pessoas: 25-34
Pessoas: 35-44
Pessoas: 45-54
Pessoas: 55+
Pessoas de 45 a 55 anos tm grande afinidade com Redes

Sociais, porm so menos engajadas do que os mais jovens
ndice de Afinidade
Pessoas: 6-14
ndice de Engajamento
57
Pessoas: 15-24
107
109
121
Pessoas: 25-34
107
Pessoas: 35-44
108
Pessoas: 45-54
109
94
Pessoas: 55+
108
95
90
88
10
Mais da metade da audincia da categoria de Redes Sociais est concentrada na

Regio Sudeste, com So Paulo sendo responsvel por 29%
% Por Estado
% Por Regio
CentroOeste
8%
Norte
5%
Nordeste
19%
Sudeste
51%
So Paulo
29%
Other
25%
Distrito
Federal
4%
Rio de
Janeiro
12%
Bahia
5%
Sul
17%
Santa
Catarina
4%
Rio Grande
do Sul
7%
Paran
6%
Minas
Gerais
8%
11
Distribuio de Tempo em Redes Sociais no Brasil
TWITTER.COM
0.8%
BADOO.COM
0.8%
Facebook
96.7%
Other
3.3%
TUMBLR.COM
0.6%
VOSTU.COM
0.3%
Linkedin
0.3%
ASK.FM
0.2%
Orkut
0.2%
Fonte: comScore Media Metrix, Julho 2014, Casa e Trablho, Brasil, PC/Laptop, Idade 6+
12
The State of Social Media

Presentation of Shareablee in Brasil
13
Shareablee: Our Three Key Benefits
Competitive
Benchmarking
Audience
Engagement
Insights
comScore, Inc.
Proprietary.
Actionable
Predictive
Analytics
14
Our Mission
Shareablee uses big data to help marketers

see exactly where to focus time and money to
maximize the reach and effectiveness of their
social content marketing
comScore, Inc.
Proprietary.
15
All of these are hurled at you when you mention social

media success
Fans, followers, media, engagement, posts, pins,

tweets, repins, favorites, replies, retweets, buzz,
mentions, actions, consumptions, clicks,
impressions, community, shares, comments, likes,
growth in likes, recommends, follows, links,
statuses, quotes, replies, more
comScore, Inc.
Proprietary.
16
The top three posts of 2013 in Brasil, however, all saw a higher ratio of Shares than Likes,
and also garnered more than 2 million actions combined (71% of these actions were
shares)
https://www.facebook.com/163750870349445/posts/471641332893
729
757
031
comScore, Inc.
Proprietary.
17
Measuring What Matters in Social Media
Engaged Audience
(not just Fans,
Followers, Actions)
The Impact of
Content Strategy
ROI:
Audience share,
Brand affinity/lift,
Website traffic,
Purchase
18
Measuring Your Engaged

Audience
(not just Fans/Followers)
19
Brands have focused on amassing huge amounts of fans, but how do you
measure their value?
Number of Fans
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
January
Brasil - Entertainment
February
Brasil - Fashion/Clothing
March
Brasil - Food/Beverage
April
May
Brasil - Media/News/Publishing
June
Brasil - QSR
Brasil - TV
20
By measuring by the size of a companys active audience, you can get an idea
of what the ROI for social media is.
Unique Engaged Audience
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
January
February
March
April
May
June
Brasil - QSR
Brasil - TV
21
Social Audiences Are Growing Fast, with total social moments across Facebook increasing by 71%
since 2013 across top properties in Brasil while post frequency went down.
Average Number of Posts Across Brasils Top Pages
-5%
Source: Shareablee January 2013 to June 2014.

Brasil Pages
95
100
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Average Social Moments Across Brasils Top Facebook Pages
Jun-14
+71%

Brasil Pages
140K
240K
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
22
Fan Growth in Latin America: There is a huge increase in the number of fans
that are actively seeking to engage with pages in Latin America.
Fan Growth across Facebook in Latin America
1,800,000

1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Jan-13
Feb-13
Argentina Pages
+173%
Mar-13
Apr-13
May-13
Brasil Pages
+179%
Jun-13
Jul-13
Chile Pages
+314%
Aug-13
Sep-13
Oct-13
Nov-13
Colombia Pages
+255%
Dec-13
Jan-14
Mexico Pages
+196%
Feb-14
Mar-14
Apr-14
Peru Pages
May-14
Jun-14
LatAm
+205%
+194%
23
Action Growth: Engagement with Facebook pages in Latin America largely

follows the same trend in growth that attracting fans does across the region.
Actions Growth across Facebook in Latin America
300,000
250,000
200,000
150,000
100,000
50,000
0
Jan-13
Feb-13
Mar-13
Apr-13
Argentina Pages
May-13
Jun-13
Brasil Pages
Jul-13
Aug-13
Chile Pages
Sep-13
Oct-13
Nov-13
Colombia Pages
Dec-13
Jan-14
Feb-14
Mexico Pages
Mar-14
Apr-14
May-14
Peru Pages
Jun-14
LatAm
24
Twitter sees a more significant increase in total engagement, even while the
number of tweets dont increase dramatically.
Average Number of Tweets Across Brasils Top Pages
+12%

Brasil Pages
34
79
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Average Social Moments Across Brasils Top Twitter Pages
+184%

Brasil Pages
140K
240K
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
25
Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
Actions Growth across Twitter in Latin America
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Jan-14
Feb-14
Argentina
+172%
Brasil
+184%
Mar-14
Chile
+233%
Apr-14
May-14
Colombia
Mexico
+219%
+455%
Peru
+1410%
Jun-14
Latin America
+264%
26
Action Growth: Engagement with Twitter pages in Latin America sees the same growth
trend that Facebook sees, but there is a more rapid pace of engagement expansion.
Average Number of Media Across Brasils Top Pages
+177%

Brasil Pages
95
100
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
+751%
Monthly Actions on Instagram across Brasil's Top Properties

452K
Brasil Pages
3.85M
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-May 2014
27
The Rise of Instagram in Brasil: Social Audiences Are Growing Fast, particularly in their use of
Instagram in Brasil. Brands in Brasil that use Instagram have seen a 751% increase in engagement
since January of 2013.
Instagram: January 2013 to June 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties
31M
Total Pieces of Content Posted by Brasil's Top Instagram Properties
34K
Actions per Post (average)
1081
+751%
Monthly Actions on Instagram across Brasil's Top Properties

Brasil Pages
3.8M
452K
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
28
Brasil Trends by Verticals: Media/News/Publishing dominates Brasils

engagement in 2014
Actions Amplification across Facebook
100,000,000
+538%
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Brasil - Automotive
Brasil - CPG
Brasil - Finance/Banking
Brasil - Health/Beauty
Brasil - Other
Brasil - QSR
Brasil - Retail
Brasil - Sports
Brasil - Technology
Brasil - Telecom
Brasil - Travel/Leisure
Brasil - TV
29
For Global Properties, TV related properties dominate, but Entertainment, Fashion/Clothing and
Media/News/Publishing also see huge returns on engagement in 2014 as action growth continues.
Actions Amplification across Facebook
500,000,000
Source: Shareablee January 2013 to May 2014.
+209%
450,000,000
400,000,000
350,000,000
+788%
300,000,000
250,000,000
+369%
200,000,000
+359%
150,000,000
100,000,000
50,000,000
0
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Global - Automotive
Global - CPG
Global - Entertainment
Global - Fashion/Clothing
Global - Finance/Banking
Global - Food/Beverage
Global - Health/Beauty
Global - Media/News/Publishing
Global - Quick Serve Restaurant
Global - Retail
Global - Technology
Global - Telecom
Global - Travel/Leisure
Global - TV
30
ENGAGEMENT BY
PLATFORM IN BRASIL:
The Pie is Growing

(But Facebook still rules)
5.6%
0.8%
50%
0.6%5.9%
93.5%
Q2 2013
331M Actions
93.5%
Q2 2014
470M Actions
31
The overall volume of activity in Latin America has increased, with Brasil generating the majority of
the activity. Mexicos piece of the pie has grown as a percentage, but Brasil still sees a significantly
higher volume of engagement.
Q2 2014
Q2 2013
Peru
7%
Peru
8%
Argentina
14%
Argentina
11%
Mexico
21%
Mexico
25%
Colombia
5%
Chile
3%
Q2 2013
559M Actions
Brasil Pages
58%
Colombia
7%
Q2 2014
1.02BN Actions
Chile
3%
Brasil Pages
50%
32
Measuring Audience Quality
33
How Loyal are Social Audiences?

% Returning
Chile
35%
Mexico
33%
Colombia
32%
Peru
29%
Argentina
28%
Brasil
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jun 2014
34
How much of my engagement consists of what I value most?
73%
82%
83%
86%
89%
84%
85%
79%
74%
74%
83%
84%
6%
7%
11%
9%
90%
7%
7%
81%
80%
82%
81%
8%
10%
5%
9%
12%
10%
13%
6%
4%
6%
5%
20%
4%
12%
7%
12%
3%
11%
4%
12%
6%
17%
19%
20%
10%
5%
5%
Shares
Comments
10%
Likes
35
Brazil sees a much higher overall volume of Sharing, which could indicate why
the audience is typically more active.
60%
65%
75%
78%
87%
85%
85%
88%
73%
78%
85%
79%
79%
7%
6%
87%
90%
77%
84%
4%
3%
6%
5%
3%
37%
19%
3%
10%
3%
12%
2%
3%
13%
7%
32%
10%
5%
19%
2%
21%
4%
10%
6%
Shares
Comments
4%
15%
11%
14%
15%
12%
13%
11%
Likes
36
Amplification Growth: While Brasil sees the largest volume of sharing in Latin America,
Mexico sees the highest growth with a 189% increase in sharing since January 2013
Amplification across Facebook in Latin America
35,000,000

30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
Jan-13
Feb-13
Argentina Pages
+30%
Mar-13
Apr-13
Brasil Pages
-10%
May-13
Jun-13
Chile Pages
+93%
Jul-13
Aug-13
Sep-13
Oct-13
Colombia Pages
+129%
Nov-13
Dec-13
Mexico Pages
+189%
Jan-14
Feb-14
Peru Pages
+71%
Mar-14
Apr-14
May-14
LatAm
+17%
Jun-14
37
While the overall engagement rate has increased in Brasil by 71% since January
2013, Sharing has actually decreased
Total Amplification Across Brasils Top Facebook Properties
-10%
Source: Shareablee January 2013 to May 2014.

Brasil Pages
28M
25M
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jan 2013
June 2014
27,665,553
24,847,017
(-10%)
Shares per Post
423
403
(-5%)
Posts per Month
100
95
(-5%)
Total Shares
Jun-14
38
Media/News/Publishing pages dominate the total amount of shares in Brasil, but

Entertainment, Food/Beverage and Health/Beauty have a strong showing as well.
Technology
1%
Travel/Leisure
1%
Automotive
Telecom
1%
Sports
1%
0%
% of Shares
TV CPG
1% 2%
Automotive
Quick Serve Restaurant

0%
Other
5%
CPG
Retail
4%
Entertainment
Fashion/Clothing
2%
Entertainment
14%
Fashion/Clothing
Finance/Banking
Finance/Banking
0%
Food/Beverage
Health/Beauty
Food/Beverage
6%
Health/Beauty
5%
Media/News/Publishing
57%
Other
Retail
Sports
Technology
Telecom
Travel/Leisure
TV
39
Measuring Social Discussions: Media/News/Publishing still sees the highest portion of commenting,
but Food/Beverages sees a significant amount of comments, greatly increasing from the volume of
shares.
Share of Social Word of Mouth

Technology
2%
Sports
0%
0%
Other
2%
Travel/Leisure
CPG
Telecom 1% Automotive 2%
1%
1%
TV
3%
Entertainment
5%
Fashion/Clothing
1%
Finance/Banking
0%
Retail
6%
Food/Beverage
12%
Health/Beauty
2%
60%
40
The Impact of Content Strategy
41
Frequency Growth: While LatAm and the US see an increase in monthly posts per brand, Brasil
actually sees a slight decrease throughout the year.
Average Monthly Posts Per Brand across Facebook
140

120
100
80
60
40
20
Jan-13
Feb-13
Mar-13
Apr-13
LatAm
+29%
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Brasil Pages
-5%
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
USA
+35%
42
Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency throughout since
2013. Media/News/Publishing brands post most frequently, increasing their frequency by 17% since 2013. This
increase in post frequency is accompanied by a 538% increase in engagement for the category.
Average Monthly Posts Per Brand in Brasil across Facebook
450

400
350
+17%
300
250
200
150
100
50
0
Jan-13
Feb-13
Mar-13
Brasil - Automotive
Brasil - Finance/Banking
Brasil - Other
Brasil - Technology
Apr-13
May-13
Jun-13
Jul-13
Brasil - CPG
Brasil - QSR
Brasil - Telecom
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Brasil - Health/Beauty
Brasil - Retail
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Brasil - Sports
Brasil - TV
Jun-14
43
Post Type: Photos consistently drive content performance across top pages in Brasil in H1 2014.
Videos also see a slight boost in engagement, while Status and Link posts see a dramatic decrease
in engagement.
82%
% Type of Posts - Facebook
12%
3%
2%
93%
% Engagement Driven by These Posts - Facebook
1%
3%
Status
3%
Link
Video
Photo
44
How much is post type strategy affected by vertical in Brasil?

Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Link
95%
77%
77%
18%
17%
2%
1%
2%
2%
4%
92%
2%
0%
1%
4%
1%
% ENGAGEMENT
97%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Status
91%
1%
1%
5%
3%
1%
6%
45
How much is post type strategy affected by vertical in Latin America?

Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
87.6%
74.8%
56.2%
37.7%
3.8%
2.1%
6.4%
Latin America - Fashion/Clothing
1.1%
8.3%
4.9%
Latin America - Media/News/Publishing
% ENGAGEMENT
100%
92.9%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Link
11.8%
5.0%
Latin America - Travel/Leisure

92.7%
85.0%
12.6%
5.3%
0.4%
1.3%
Latin America - Fashion/Clothing
1.0%
1.3%
Latin America - Media/News/Publishing

2.5%
1.0%
3.5%
Latin America - Travel/Leisure

46
How much is post type strategy affected by vertical on a Global Scale? Performances are similar
across the globe, except here Video posts underperform as well as Statuses and Links continue to
underperform across verticals.
Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
Link
89.0%
77.9%
45.0%
44.5%
14.8%
2.8%
5.8%
2.4%
3.0%
7.4%
3.0%
4.3%
% ENGAGEMENT
99.4%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
91.7%
61.5%
33.4%
0.4%
0.1%
0.1%
2.9%
2.2%
3.0%
1.1%
4.1%
47
Some brands/industries use certain calls to action to drive more engagement (likes,
shares, comments). What about Including Questions with Facebook Posts?
Posts
22%
Engagement
78%
25%
0%
10%
75%
20%
30%
Includes Question
40%
50%
60%
70%
80%
90%
100%
Does Not Include Question
* For Pages in Brasil, Including Questions in August 2014 was a strategy that
increased engagement by 14%.
Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Aug 2014
48

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O Cenrio das Redes Sociais e

Mtricas que Realmente Importam

Alex Banks, VP Latin America & Director Brazil

Cenrio das Redes Sociais

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Engajamento em Redes Sociais por Regio

Em todas as Regies do Mundo, as Mulheres so mais engajadas

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No Brasil, a Mdia de Minutos por Visita em Sites de Redes

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O Brasil o Pas Latino com Maior Nmero de Visitantes

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O Brasil responsvel por 10% do tempo total consumido

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Social Media a categoria com maior tempo de navegao

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Perfil da Audincia de Social Media no Brasil

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Pessoas de 45 a 55 anos tm grande afinidade com Redes

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Mais da metade da audincia da categoria de Redes Sociais est concentrada na

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Distribuio de Tempo em Redes Sociais no Brasil

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The State of Social Media

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Shareablee: Our Three Key Benefits

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Shareablee uses big data to help marketers

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All of these are hurled at you when you mention social

Fans, followers, media, engagement, posts, pins,

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Measuring What Matters in Social Media

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Measuring Your Engaged

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Source: Shareablee January 2013 to June 2014.

Average Social Moments Across Brasils Top Facebook Pages

Source: Shareablee January 2013 to June 2014.

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Source: Shareablee January 2013 to June 2014.

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Action Growth: Engagement with Facebook pages in Latin America largely

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Source: Shareablee January 2013 to June 2014.

Average Social Moments Across Brasils Top Twitter Pages

Source: Shareablee January 2013 to June 2014.

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Source: Shareablee January 2013 to June 2014.

Monthly Actions on Instagram across Brasil's Top Properties

Total Pieces of Content Posted by Brasil's Top Instagram Properties

Actions per Post (average)

Monthly Actions on Instagram across Brasil's Top Properties

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Brasil Trends by Verticals: Media/News/Publishing dominates Brasils

Source: Shareablee January 2013 to June 2014.

Source: Shareablee January 2013 to May 2014.

Global - Quick Serve Restaurant

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The Pie is Growing