Lightning Returns: Final Fantasy XIII

Played the demo today, looks really good.
On the facebook app under stats there is a counter for souls saved, however in the demo, I didn't see anything about saving anyone, I may just not remember it though. Where do you save someone in the demo?
Also does anyone know what exactly the stats are counting down to? Is there a reward or something when they all get to 0? Some of them I can't see hitting 0 any time soon.

I believe souls are saved by completing their quests, because then they can face the end of the world with no regrets or something like that.