Date post: | 17-Jul-2015 |
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Social Media |
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¡Bienvenidos!Juan Carlos Crotizo
Marketing & RRPP Manager LATAM [email protected]
Dale Piceno Regional Director LatAm [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
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
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%
holandasoleroNueva paleta Solero® Yogo Mango, refréscate con el mango y el sabor yogurt. | Solero®
ER 891.67%
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
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
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
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
Cerveza Victoria México
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
Cerveza Victoria México
Johnnie Walker
Captain Morgan
6,234,513
3,975,152
6,615,320
1,382,327
1,200,649
PAGE BY INTERACTION
NOMBRE INTERACCIONES FANS
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
NOMBRE INTERACCIONES FANS
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
NOMBRE INTERACCIONES FANS
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
NOMBRE INTERACCIONES FANS
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
NOMBRE INTERACCIONES FANS
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
PAGE BY INTERACTION GLOBAL
NOMBRE FANS INDUSTRIA NOMBRE FANS INDUSTRIA
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
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
PAGE BY INTERACTION GLOBAL
NOMBRE INTERACCIONES INDUSTRIA NOMBRE INTERACCIONES INDUSTRIA
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
Autocosmos 741,192 1,690.01%
NOMBRE INTERACCIONES ER
Buchanan’s México
178,752 50.62%
Buchanan’s México
132,010 34.64%
Corona 138,594 26.65%
Johnnie Walker
218,302 16.27%
Captain Morgan
171,573 14.3%
NOMBRE INTERACCIONES ER
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%
Punta Carretas
5,247 30.12%
NOMBRE INTERACCIONES ER
Baileys México
9,934 22.13%
Friso México
7,498 15.92%
Cerveza Quilmes
4,005 3.63%
Buchanan’s México
3,472 3.09%
Nike Corre Argentina
3,369 1.58%
NOMBRE INTERACCIONES ER
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
Dale Piceno Regional Manager Latino America [email protected]