lo mejor en social media 2014

¡Bienvenidos!Juan Carlos Crotizo

Marketing & RRPP Manager LATAM [email protected]

Dale Piceno Regional Director LatAm [email protected]

mailto:[email protected]


Agenda • Panorama global • Engagement Rate en diferentes categorías • Página por tamaño • Página por interacción • Socially Devoted • Los mas destacados en redes sociales: Instagram, Youtube, Facebook y Twitter

Panorama Global en Facebook

Social Network Divisions – 1 Year Ago

Content NetworksConnection Networks

Social Network Divisions – NOW


+ 200 M + 250 M

Social Network Divisions – Gravities


Most Digital Ads Will be Social

Social2013 Future

Mobile

Other

Mobile

Other

3rd Socially Native

Setting Up Listening Basic reports Content Some ads

Early Stage1st 2nd Socially Devoted

Social care Even Better Content Properly engaging with fans Deeper Analytics incl. competitive

Integrating into business

All employees involved in social

Measurement set to match business objectives

77 % Companies 10 - 20 % Companies 3 % Companies

Facebook Before

Volume of interactions from Facebook pages (All of Facebook)

How many Pages a user followed

Un usuario promedio daba Like a 5 Páginas

en 2009

Facebook Now

Volume of interactions from Facebook pages (All of Facebook)

One user now follows several times more pages than they used to.

How many pages a user follows

Son 50 en 2014

Higher Reach

Higher Engagement

Higher Clickrate, Conversion Rate, Visits …

ROEROI = Engagement First Strategy

ROI

Return on Engagement

Has to have one of 2 aspectsEvery Piece of Content

&Likable Sharable

CONVERTINGENGAGING

BUT JUST

33%Are using Tools for Deep Social Performance Analytics

90% Rank Competitive Analysis & Industry Benchmarking as important

But Marketers Still Fly Blind

+54%During 2013 the average social Ad Spend has increased by+78e%

THE

53%

YOUTUBE

TOP 3 & TOP 2 by ER

holandasoleroNueva paleta Solero® Yogo Mango, refréscate con el mango y el sabor yogurt. | Solero®

ER 891.67%

Coppel presenta: El INESPERADO juego del Abuelo Memo^endascoppel

ER 1,670%

ENGAGEMENT RATE

2014

Formula de medición

0.91% 0.459% 0.29% 0.179% 0.47%

0.256% 0.361% 0.185% 0.443% 0.284%

1.095% 0.908% 0.370% 0.296% 0.724%

0.802% 0.459% 0.301% 0.225% 0.490%

0.345% 0.276% 0.182% 0.125% 0.248%

0.421% 0.378% 0.202% 0.114% 0.327%

0.665% 0.405% 0.119% 0.210% 0.400%

1.061% 0.344% 0.197% 0.145% 0.429%

2.738% 0.475% 0.534% 0.210% 0.739%

0.435% 0.338% 0.124% 0.136% 0.300%

0.577% 0.186% 0.157% 0.055% 0.196%

ENGAGEMENT RATE

Total Avg. Post ER [%] 0.917% 0.459% 0.299% 0.179% 0.479%

1.504% 0.733% 0.510% 0.347% 0.783%

0.604% 0.646% 0.376% 0.589% 0.527%

1.380% 1.354% 0.554% 0.489% 1.048%

1.139% 0.718% 0.534% 0.417% 0.757%

0.507% 0.472% 0.295% 0.267% 0.410%

0.616% 0.645% 0.379% 0.417% 0.554%

1.076% 0.717% 0.258% 0.379% 0.695%

1.477% 0.526% 0.363% 0.568% 0.654%

4.988% 0.701% 0.782% 0.279% 1.195%

0.752% 0.568% 0.373% 0.389% 0.555%

1.124% 0.497% 0.439% 0.204% 0.499%

ENGAGEMENT RATE

Total Avg. Page ER [%] 1.504% 0.733% 0.510% 0.347% 0.783%

ENGAGEMENT RATE

474.98

641.50

228.08

253.20

257.21

113.91

268.72

191.22

263.99

343.25

Grand Total 260.54

ENGAGEMENT RATE

2014

102.83% Alcohol 47.01% Industrial

96.56% FMCG Food 41.92% FMCG Food

85.78% Alcohol 41.41% Services

60.38% Household40.99%

Beverages

60.3% FMCG Food5.95%

Alcohol

ENGAGEMENT RATE GLOBAL

NOMBRE ENGAGEMENT INDUSTRIA NOMBRE ENGAGEMENT INDUSTRIA

1.66%

1.10%

0.62%

0.58%

0.43%

Sky Airline

LAN Airlines

Sky Airline Argentina

Tar Aerolíneas

LAN

ENGAGEMENT RATE

NOMBRE ENGAGEMENT

11.65%

8.87%

4.61%

3.84%

3.3%

Cruciani

Triumph

Original Penguin

Valter and Valter

Converse Ecuador

ENGAGEMENT RATE

NOMBRE ENGAGEMENT

1.93%

1.81%

0.95%

0.76%

PepsiCo

Henkel

Amway

Unilever Food México

Nestlé 0.75%

ENGAGEMENT RATE

NOMBRE ENGAGEMENT

96.56%

60.38%

41.92%

21.60%

16.47%

MontBlanc

Tic Tac

Santa ClaraMx

Rocklets

Panes Bimbo

ENGAGEMENT RATE

NOMBRE ENGAGEMENT

5.10%

4.45%

4.12%

2.62%

2.59%

Tuenti Perú

IZZI MX

GSC Ericsson México

Bitel

Viettel peru

ENGAGEMENT RATE

NOMBRE ENGAGEMENT

PAGE BY SIZE

2014

Nike Sportswear México

7,698,628 Sporting Goods

Andrea 4,641,313 Retail

Corona 6,234,513 AlcoholWalmart México

4,279,611 Retail

Coca-‐Cola 5,701,000 BeveragesSamsung Mexico

4,071,006 Electronics

Doritos 4,915,218 FMCG FoodCerveza Modelo

3,975,152 Alcohol

Nike Fútbol

4,783,264 Sporting Goods

Cinepolis 6,345,066 Retail

3,934,051

1,556,026

1,181,586

942,133

772,712

LAN Airlines

Avianca

Volaris

LAN

LAN

PAGE BY SIZE

NOMBRE FANS

6,234,513

3,975,152

3,064,100

2,705,277

2,558,771

Corona

Cerveza Modelo

Dos Equis

Cerveza Victoria México

Frizzé

PAGE BY SIZE

NOMBRE FANS

4,071,006

3,021,439

2,807,282

2,789,043

1,846,070

Samsung

Xbox México

Samsung Mobile MX

Samsung Argentina

Mundo LG

PAGE BY SIZE

NOMBRE FANS

3,501,763

2,322,177

2,095,509

1,789,513

1,770,746

Converse Cons México

47 STREET

American Eagle

Outfitters

Vans

Totto

PAGE BY SIZE

NOMBRE FANS

4,915,218

3,689,560

3,493,147

2,451,044

2,402,437

Doritos

Papas Sabritas

Mamá Lucchetti

Ferrero Rocher

Crunch México

PAGE BY SIZE

NOMBRE FANS

4,641,313

4,279,611

2,705,833

2,441,056

Andrea

Walmart México

Suburbia

Palacio de Hierro

Liverpool

PAGE BY SIZE

NOMBRE FANS

2,613,922

3,605,427

3,284,370

2,781,564

2,562,474

2,413,113

Movistar Perú

Claro Perú

Claro Argentina

Telcel

Personal Argentina

PAGE BY SIZE

NOMBRE FANS

PAGE BY INTERACTION

2014

Andrea 15,968,088 Retail 47 STREET

5,602,490 Fashion

Corona 10,851,486 Alcohol Distroller 5,436,068 Services

Cerveza Modelo

6,788,750 Alcohol Converse Cons México

5,246,275 Fashion


6,615,320 Johnnie Walker

5,187,745 Alcohol

El Informador

5,778,916 Media Coca-‐Cola 5,135,066 Beverages

Alcohol

PAGE BY INTERACTION GLOBAL

NOMBRE INTERACCIONES INDUSTRIA NOMBRE INTERACCIONES INDUSTRIA

2,181,432

1,570,015

1,009,756

934,386

1,181,586

LAN

LAN

LAN

Aerolíneas Argentinas

Volaris

772,712

772,458

942,133

572,485

921,391

PAGE BY INTERACTION

NOMBRE INTERACCIONES FANS

10,851,486

6,788,750

2,705,277

5,187,745

3,082,611

Corona

Cerveza Modelo


Johnnie Walker

Captain Morgan

6,234,513

3,975,152

6,615,320

1,382,327

1,200,649

PAGE BY INTERACTION


3,025,277

1,776,195

1,584,427

1,244,681

851,633

Audi de México

Chevrolet Ecuador

SEAT México

Ram México

Nissan

646,661

1,100,653

1,747,400

883,956

1,073,824

PAGE BY INTERACTION


4,281,473

1,995,803

1,494,804

1,431,898

1,158,291

Xbox México

Samsung Mobile MX

LG Mobile México

Sony Mobile MX

Samsung Mobile Colombia

3,021,439

2,807,282

1,239,770

1,252,586

1,216,210

PAGE BY INTERACTION


5,602,490

5,246,275

2,909,818

2,317,787

2,144,558

47 STREET

Converse Cons México

Mascara De Latex

Mecanico Jeans

New Era Cap México

2,322,177

3,501,763

940,005

693,731

754,987

PAGE BY INTERACTION


4,944,164

1,295,572

989,997

756,239

550,841

Visa

BBVA Continental

Visa

MasterCard

Tarjeta Naranja

1,255,075

1,408,557

587,132

667,839

1,338,640

PAGE BY INTERACTION


SOCIALLY DEVOTED

2014

SOCIALLY DEVOTED

INSTAGRAM

PAGE BY SIZE

Studio F 172,043 Fashion Pepsi Venezuela

28,938 Beverages

TENNIS 119,594 Fashion Sephora México

28,771 Beauty

ELA 112,156 Beauty LAN Airlines

26,450 Airlines

Palacio De Hierro

52,463 Sambil Venezuela

24,759 Services

Gatorade 33,606 Beverages adidas 22,768 Sporting Goods

Beauty


NOMBRE FANS INDUSTRIA NOMBRE FANS INDUSTRIA

INSTAGRAM

PAGE BY ER

Alfa Romeo Argentina

19.43% Auto Mirinda 10.7% Beverages

Atún San José

17.6% FMCG Food Los expertos en carnes frías.

10.07% FMCG Food

Café Olé 15.8% Beverages Aerolinea Argentinas

9.2% Airlines

Malibu México

14.78% Whiskas México

8.10% Household

Heineken Argentina

10.86% Alcohol Hennessy México

8.07% Alcohol

Alcohol

PAGE BY ER GLOBAL

NOMBRE % ER INDUSTRIA NOMBRE % ER INDUSTRIA

INSTAGRAM

PAGE BY INTERACTION

TENNIS 695,313 Fashion Coca-‐Cola Venezuela

145,223 Beverages

Studio F 508,559 Fashion Mary Kay de México

115504 Beauty

Palacio De Hierro

226,057 Beauty Tigo Paraguay

115,365 Retail

Mexico's Next Top Model

192,509 Sephora México

114,957 Beauty

ELA 173,966 Beauty Gatorade 114,019 Beverages

Services


NOMBRE INTERACCIONES INDUSTRIA NOMBRE INTERACCIONES INDUSTRIA

INSTAGRAM

TOP POSTS

POST LIKES COMMENTS

Dale like si fuiste uno de los 26.000 corredores en pasar por el arco de

salida del #GatoradeCcsRock

2,649 98

¡Tenemos ganadora! ¡FELICIDADES #MxNTMVanessa

ERES MEXICO’S NEXT TOP MODEL!

1,785 388

#DolceVita #StudioF #Winter2014 Los tejidos de la tendencia se

mueven entre satín, crepé y jacquard.

1,439 23

Quieres un Antiplan de 10 Lukas por un año? Entra en el sorteo, posteando la letra correcta dónde está oculta la bolsa.

301 1,042

¡CONCURSO! Invita a tres amigoS a seguir @cerveza_corona y participa por 2 cajas de tu cerveza favorita (48 botellas). El ganador(a) será…

652 661

YOUTUBE

TOP POSTS

"Silbale a tu madre" con Natalia Málaga (oficial)

perueverlast

ER 1,737%

FACEBOOK

TOP POSTS

Autocosmos 741,192 1,690.01%

NOMBRE INTERACCIONES ER

Buchanan’s México

178,752 50.62%


132,010 34.64%

Corona 138,594 26.65%

Johnnie Walker

218,302 16.27%

Captain Morgan

171,573 14.3%


Johnnie Walker

146,112 10.89%

Cerveza Tecate México

125,725 7.52%

Nike Fútbol

160,980 3.42%

Coca-‐Cola 153,603 2.71%

TWITTER

TOP POSTS

Punta Carretas

5,247 30.12%


Baileys México

9,934 22.13%

Friso México

7,498 15.92%

Cerveza Quilmes

4,005 3.63%


3,472 3.09%

Nike Corre Argentina

3,369 1.58%


NikeFutbo Mx

6,945 1.35%

Éxito® 3,960 1.00%

Mixup 3,467 0.57%

VivaAerobus 4,350 0.49%

¡Gracias!

Juan Carlos Crotizo Marketing & RRPP Manager LATAM

[email protected]

Dale Piceno Regional Manager Latino America [email protected]


lo mejor en social media 2014

Social Media