O Cenário das Redes Sociais e Métricas que Realmente Importam

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1 O Cenário das Redes Sociais e Métricas que Realmente Importam Agosto de 2014 Alex Banks, VP Latin America & Director Brazil Tania Yuki, CEO e Fundadora do Shareablee prensa@comscore.com For info about the proprietary technology used in comscore products, refer to

2 Cenário das Redes Sociais comscore, Inc. Proprietary. 2

3 Engajamento em Redes Sociais por Região Média de Horas por Visitante América Latina Europa América do Norte Africa Asia-Pacifico Fonte: comscore Media Metrix, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+ comscore, Inc. Proprietary. 3

4 Em todas as Regiões do Mundo, as Mulheres são mais engajadas Média de Horas por Visitante América Latina Europa América do Norte Global Asia Pacífico Homens Mulheres Fonte: comscore Media Metrix, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+ comscore, Inc. Proprietary. 4

5 No Brasil, a Média de Minutos por Visita em Sites de Redes Sociais é maior do que em cada Região do Mundo. Média de Minutos por Visita em Sites de Redes Sociais Brasil 18.5 Worldwide 12.5 América Latina África Europa Global América do Norte Ásia Pacífico Fonte: comscore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+ comscore, Inc. Proprietary. 5

6 O Brasil é o País Latino com Maior Número de Visitantes Diários em Redes Sociais Média de Visitantes Diários(000) 60,584 30,118 7,050 6,825 2,737 1,996 1, Latin America Brazil Argentina Mexico Venezuela Peru Chile Uruguay Fonte: comscore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+ comscore, Inc. Proprietary. 6

7 O Brasil é responsável 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 Italy India France 18,876 15,501 13,478 11,867 11,708 10,555 Fonte: comscore Media Metrix, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+ comscore, Inc. Proprietary. 7

8 Social Media é a categoria com maior tempo de navegação entre os internautas brasileiros Total de Minutos(MM) 50,577 30,946 27,090 23,386 15,678 Social Media Corporate Presence Portais Serviços Entretenimento Fonte: comscore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+ comscore, Inc. Proprietary. 8

9 Perfil da Audiência de Social Media no Brasil % del Total de Visitantes Únicos % Composição de Minutos Mulheres 53% Homens 47% Pessoas: 6-14 Pessoas: Pessoas: Pessoas: Pessoas: Pessoas: 55+ Fonte: comscore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+ comscore, Inc. Proprietary. 9

10 Pessoas de 45 a 55 anos têm grande afinidade com Redes Sociais, porém são menos engajadas do que os mais jovens Índice de Afinidade Índice de Engajamento Pessoas: Pessoas: Pessoas: Pessoas: Pessoas: Pessoas: Fonte: comscore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+ comscore, Inc. Proprietary. 10

11 Mais da metade da audiência da categoria de Redes Sociais está concentrada na Região Sudeste, com São Paulo sendo responsável por 29% % Por Região % Por Estado Centro- Oeste 8% Norte 5% Other 25% São Paulo 29% Sudeste 51% Nordeste 19% Distrito Federal 4% Bahia 5% Rio de Janeiro 12% Sul 17% Santa Catarina 4% Rio Grande do Sul 7% Paraná 6% Minas Gerais 8% Fonte: comscore Media Metrix, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+ comscore, Inc. Proprietary. 11

12 Distribuição 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+ comscore, Inc. Proprietary. 12

13 The State of Social Media Presentation of Shareablee in Brasil comscore, Inc. Proprietary. 13

14 Shareablee: Our Three Key Benefits Competitive Benchmarking Audience Engagement Insights Actionable Predictive Analytics comscore, Inc. Proprietary. comscore, Inc. Proprietary. 14

15 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. comscore, Inc. Proprietary. 15

16 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. comscore, Inc. Proprietary. 16

17 The top three posts of 2013 in Brasil, however, all saw a higher ratio of Shares than Likes, and also garnered more than 2 ½ million actions combined (71% of these actions were shares) comscore, Inc. Proprietary. comscore, Inc. Proprietary. 17

18 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 comscore, Inc. Proprietary. 18

19 Measuring Your Engaged Audience (not just Fans/Followers) comscore, Inc. Proprietary. 19

20 Brands have focused on amassing huge amounts of fans, but how do you measure their value? 3,500,000 Number of Fans 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 January February March April May June Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage Brasil - Media/News/Publishing Brasil - QSR Brasil - TV comscore, Inc. Proprietary. 20

21 By measuring by the size of a company s active audience, you can get an idea of what the ROI for social media is. 800,000 Unique Engaged Audience 700, , , , , , ,000 0 January February March April May June Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage Brasil - Media/News/Publishing Brasil - QSR Brasil - TV comscore, Inc. Proprietary. 21

22 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 Brasil s Top Pages Source: Shareablee January 2013 to June Brasil Pages -5% 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 K Average Social Moments Across Brasil s Top Facebook Pages Source: Shareablee January 2013 to June Brasil Pages +71% 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 Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 22

23 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. 1,800,000 Fan Growth across Facebook in Latin America Source: Shareablee January 2013 to June ,600,000 1,400,000 1,200,000 1,000, , , , ,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 Jun-14 Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm +173% +179% +314% +255% +196% +205% +194% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 23

24 Action Growth: Engagement with Facebook pages in Latin America largely follows the same trend in growth that attracting fans does across the region. 300,000 Actions Growth across Facebook in Latin America Source: Shareablee January 2013 to June , , , ,000 50,000 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 Jun-14 Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 24

25 Twitter sees a more significant increase in total engagement, even while the number of tweets don t increase dramatically. Average Number of Tweets Across Brasil s Top Pages Source: Shareablee January 2013 to June Brasil Pages +12% Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun K Average Social Moments Across Brasil s Top Twitter Pages Source: Shareablee January 2013 to June Brasil Pages +184% 240K Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 25

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. Actions Growth across Twitter in Latin America Source: Shareablee January 2014 to June ,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Argentina Brasil Chile Colombia Mexico Peru Latin America +172% +184% +233% +219% +455% +1410% +264% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 26

27 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 Brasil s Top Pages Source: Shareablee January 2013 to June Brasil Pages +177% 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 K Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June Brasil Pages +751% 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 Platforms: Facebook, Twitter, Instagram. Jan 2013-May 2014 comscore, Inc. Proprietary. 27

28 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 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 Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June Brasil Pages +751% 452K 3.8M 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 Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 28

29 Brasil Trends by Verticals: Media/News/Publishing dominates Brasil s engagement in ,000,000 90,000,000 Actions Amplification across Facebook Source: Shareablee January 2013 to June % 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 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 Jun-14 Brasil - Automotive Brasil - CPG Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Finance/Banking Brasil - Food/Beverage Brasil - Health/Beauty Brasil - Media/News/Publishing Brasil - Other Brasil - QSR Brasil - Retail Brasil - Sports Brasil - Technology Brasil - Telecom Brasil - Travel/Leisure Brasil - TV Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 29

30 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. 500,000, ,000,000 Actions Amplification across Facebook Source: Shareablee January 2013 to May % 400,000, ,000, ,000, % 250,000, ,000, ,000, % +359% 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 Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 30

31 ENGAGEMENT BY PLATFORM IN BRASIL: The Pie is Growing 5.6% 0.8% 50% (But Facebook still rules) 0.6% 5.9% 93.5% Q M Actions 93.5% Q M Actions Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 31

32 The overall volume of activity in Latin America has increased, with Brasil generating the majority of the activity. Mexico s piece of the pie has grown as a percentage, but Brasil still sees a significantly higher volume of engagement. Q Q Peru 7% Argentina 14% Peru 8% Argentina 11% Mexico 21% Mexico 25% Colombia 5% Chile 3% Brasil Pages 58% Colombia 7% Q Q M Actions 1.02BN Actions Chile 3% Brasil Pages 50% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 32

33 Measuring Audience Quality comscore, Inc. Proprietary. 33

34 How Loyal are Social Audiences? % Returning Chile 35% Mexico Colombia 32% 33% Peru Argentina Brasil 27% 28% 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jun 2014 comscore, Inc. Proprietary. 34

35 How much of my engagement consists of what I value most? 82% 89% 83% 73% 86% 84% 85% 79% 74% 74% 90% 83% 84% 81% 80% 82% 81% 6% 12% 4% 7% 5% 12% 7% 20% 3% 4% 11% 12% 6% 10% 4% 7% 6% 17% 19% 20% 5% 5% 6% 7% 11% 9% 8% 10% 5% 12% 10% 13% 9% 10% Shares Comments Likes Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 35

36 Brazil sees a much higher overall volume of Sharing, which could indicate why the audience is typically more active. 75% 87% 85% 60% 85% 88% 85% 78% 73% 65% 90% 78% 87% 79% 79% 84% 77% 4% 3% 5% 19% 3% 3% 10% 12% 37% 2% 13% 3% 5% 10% 10% 3% 6% 19% 21% 32% 4% 6% 7% 15% 2% 11% 7% 6% 14% 15% 4% 13% 12% 11% Shares Comments Likes Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 36

37 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 ,000,000 Amplification across Facebook in Latin America Source: Shareablee January 2013 to June ,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 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 Jun-14 Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm +30% -10% +93% +129% +189% +71% +17% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 37

38 While the overall engagement rate has increased in Brasil by 71% since January 2013, Sharing has actually decreased Total Amplification Across Brasil s Top Facebook Properties Source: Shareablee January 2013 to May Brasil Pages -10% 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 Jun-14 Total Shares 27,665,553 Shares per Post 423 Posts per Month 100 Jan 2013 June ,847,017 (-10%) 403 (-5%) 95 (-5%) Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 38

39 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% Sports 0% Travel/Leisure 1% Telecom 1% Quick Serve Restaurant 0% Other 5% Automotive 1% Retail 4% Media/News/Publishing 57% TV 1% % of Shares CPG 2% Entertainment 14% Food/Beverage 6% Health/Beauty 5% Fashion/Clothing 2% Finance/Banking 0% Automotive CPG Entertainment Fashion/Clothing Finance/Banking Food/Beverage Health/Beauty Media/News/Publishing Other Quick Serve Restaurant Retail Sports Technology Telecom Travel/Leisure TV Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 39

40 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. Quick Serve Restaurant 0% Other 2% Share of Social Word of Mouth Technology 2% Sports 0% Retail 6% Travel/Leisure 1% Telecom 1% Automotive 1% TV 3% CPG 2% Entertainment 5% Fashion/Clothing 1% Finance/Banking 0% Food/Beverage 12% Health/Beauty 2% Media/News/Publishing 60% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 40

41 The Impact of Content Strategy comscore, Inc. Proprietary. 41

42 Frequency Growth: While LatAm and the US see an increase in monthly posts per brand, Brasil actually sees a slight decrease throughout the year. 140 Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to June 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 LatAm Brasil Pages USA +29% -5% +35% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 42

43 Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency throughout since Media/News/Publishing brands post most frequently, increasing their frequency by 17% since 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 Source: Shareablee January 2013 to June % 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 - Entertainment Brasil - Fashion/Clothing Brasil - Finance/Banking Brasil - Food/Beverage Brasil - Health/Beauty Brasil - Media/News/Publishing Brasil - Other Brasil - QSR Brasil - Retail Brasil - Sports Brasil - Technology Brasil - Telecom Brasil - Travel/Leisure Brasil - TV Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 43

44 Post Type: Photos consistently drive content performance across top pages in Brasil in H Videos also see a slight boost in engagement, while Status and Link posts see a dramatic decrease in engagement. % Type of Posts - Facebook 82% % Engagement Driven by These Posts - Facebook 12% 3% 2% 93% 1% 3% 3% Status Link Video Photo Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 44

45 How much is post type strategy affected by vertical in Brasil? % POST 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 95% % ENGAGEMENT 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 97% Photo Video Status Link 77% 77% 17% 18% 2% 1% 2% 2% 4% 1% 4% Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/Leisure 92% 91% 5% 2% 0% 1% 1% 1% 3% 6% 1% Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/Leisure Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 comscore, Inc. Proprietary. 45

46 How much is post type strategy affected by vertical in Latin America? % POST 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87.6% % ENGAGEMENT 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3.8% Photo Video Status Link 2.1% 6.4% 56.2% 1.1% 37.7% 74.8% 8.3% 4.9% 5.0% Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure 92.9% 5.3% 85.0% 0.4% 1.3% 1.0% 1.3% 2.5% 1.0% Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure 12.6% 92.7% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun % 3.5% comscore, Inc. Proprietary. 46

47 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. % POST 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 89.0% % ENGAGEMENT 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 99.4% Photo Video Status Link 45.0% 2.8% 5.8% 7.4% 2.4% 3.0% 3.0% Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure 0.4% 61.5% 0.1% 0.1% 2.9% 2.2% 3.0% 1.1% Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure 44.5% 33.4% 77.9% 91.7% 4.3% Source: Shareablee Social Loyalty Platform Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun % 4.1% comscore, Inc. Proprietary. 47

48 Some brands/industries use certain calls to action to drive more engagement (likes, shares, comments). What about Including Questions with Facebook Posts? Posts 22% 78% Engagement 25% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Includes Question 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 Platforms: Facebook, Twitter, Instagram. Aug 2014 comscore, Inc. Proprietary. 48