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Top Singaporean Brands on Social Media - December 2013
 

Top Singaporean Brands on Social Media - December 2013

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Brands can amplify product launches as well as campaigns on social media, and this is exactly what Tiger Beer did with the “Tiger Radler Launch” campaign. From Ferrero Rocher’s ...

Brands can amplify product launches as well as campaigns on social media, and this is exactly what Tiger Beer did with the “Tiger Radler Launch” campaign. From Ferrero Rocher’s “RocherGoldenTree” and John Little’s “Guess the Price” contest on Facebook, to H&M’s Christmas Sale on Twitter, there were quite a few brands that leveraged Christmas and the accompanying merriment. Also, TigerAir Singapore received remarkable engagement on Twitter with their Friend Fly Free contest, where in honor of the new year, 2014 tickets could be won

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    Top Singaporean Brands on Social Media - December 2013 Top Singaporean Brands on Social Media - December 2013 Presentation Transcript

    • Top Singaporean Brands on Social Media – December 2013 analyzed by
    • ANALYSIS OF BRANDS ON SO FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for Facebook) Sector Brand Sector Automotive Food & Beverages Aviation Personal Care Banking Restaurant & Café Consumer Electronics Retail Hospitality Travel & Tourism December 2013 Brand
    • A closer look into these sectors & brands
    • Comparing Top Alcoholic Beverage Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 2.96 % 25 74 14 14.29% -0.64 % 1.37% 17 74 3 - 71,841 -0.03% 1.41% 31 40 2 - Jägermeister Singapore 8,933 10.41% 6.84% 37 50 2 - Stella Artois Singapore 4,929 0.57 % 2.06 % 30 44 8 12.5% Total Fans Fan Growth Tiger Beer Singapore 76,750 6.91% Johnnie Walker Singapore 67,027 Guinness Singapore December 2013
    • Tiger Beer Singapore –‘Tiger Radler’ Launch Most of Tiger Beer’s posts in December centered around the Tiger Radler Launch Campaign and these posts engaged the best with its fans. Tiger Beer Singapore had an engagement score of 74, while the sector average was just 49. The post about the launch of the Tiger Radler was the most engaging post for the brand in December with an engagement score of 868.
    • Comparing Top Food and Beverage Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 8.14% 14 282 10 30% 13.1% 5.04% 34 219 54 - 204,657 2.93% 3.03% 48 43 24 20.83% Nescafé Singapore 105,182 4.51% 2.6% 44 21 26 38.46% Lipton Singapore 18,847 1.09% 2.45% 18 162 - - Total Fans Fan Growth Ferrero Rocher Singapore 50,621 5.41% Cornetto Singapore 31,206 MILO Singapore December 2013
    • Ferrero Rocher - #RocherGoldenTree Ferrero Rocher used the #RocherGoldenTree hashtag through all their December posts in reference to a light display installed outside their Ngee Ann City store and these posts engaged well with their fans. As a result, the brand had an engagement score of 282, which is close to 9 times the sector average of 32 This post which showcases the light display installation in all its glory had the highest engagement score of 745
    • Comparing Top Retail Chain Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 2.22% 50 72 21 19.05% 5.48% 2.72% 61 11 24 8.33% 29,127 7.54% 2.04% 17 3 12 58.33% Toys “R” Us Singapore 20,830 1.75% 0.79% 10 24 - - eBay Singapore 7,148 1.79% 0.58% 14 1 50 6% Total Fans Fan Growth John Little Singapore 26,065 2.59% TANGS 69,659 Go.BestDenki Singapore December 2013
    • John Little Singapore – Guess the Price John Little Singapore ran multiple “Guess the Price” contests in December. Each contest related update ran for a period of two days, with each winner being rewarded with a $50 voucher. This contest related post had an engagement score of 472, which was the highest engagement for the contest, as well as for the brand in December. The contest resulted in an engagement score of 72, which is four times the sector average of 18.
    • ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for Twitter) Sector Brand Sector Automotive Food & Beverages Aviation Personal Care Banking Restaurant & Café Consumer Electronics Retail Hospitality Travel & Tourism December 2013 Brand
    • A closer look into these sectors & brands
    • Comparing Top Retail Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets H&M Singapore 16,664 1.22% 770 27 38 925 08:44:57 Quiksilver Singapore 87 6.1% - - - - - Harvey Norman Singapore 71 18.33% - - 5 - 26:37:04 Nike Singapore 5,931 1.14% 169 31 3 57 - Courts Singapore 2,441 0.99% 69 39 2 13 - December 2013
    • H&M Singapore – Christmas Sale H&M launched their Christmas Sale, resulting in an engagement score which was more than 14 times the average score of the sector The tweet on December 10th launching the Christmas Sale amassed an engagement score of 1000, the highest for the brand
    • Comparing Top Hospitality Brands Brand Name Total Followers Followers Growth Number of Tweets Engagement Score Average Response Time Proactive Tweets Replies Retweets Pan Pacific Singapore 396 6.45% 77 48 6 1 14:24:57 Marina Bay Sands 9,750 2.28 % 114 43 16 2 05:35:47 Inter Continental Singapore 660 1.07% 77 14 - 2 05:19:59 Marriott Singapore 167 -2.34% 421 3 4 79 04:44:14 Four Seasons Singapore 3,141 2.28% 98 106 35 74 02:19:41 December 2013
    • Four Seasons Singapore – #foodiechats The Four Seasons Hotel joined in the #foodiechats conversation on Twitter, and #foodiechats was the most used hashtag by the brand and its followers in December. Four Seasons used the #foodiechats primarily on Mondays and multiple tweets were accompanied by photos
    • Comparing Top Aviation Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Singapore Airlines 68,056 0.77 % 143 7 41 75 02:33:37 AirFrance Singapore 2,424 -0.08 % - - - - - TigerAir Singapore 31,351 0.35 % 136 8 12 49 35:47:10 KLM Singapore 4,562 -0.04% 57 6 - 3 03:46:37 FinnAir Singapore 1,161 0.17% - - - - - December 2013
    • TigerAir Singapore –Friend Fly Free Contest TigerAir Singapore held a Friend Fly Free Contest between November 29th and December 13th, where a total of 2014 return tickets could be won through the contest period. This tweet from the brand had an engagement score of 808, which was the highest for the contest, as well as for the brand in December @TigerairSG had an average engagement score of 118 while the sector average was just 65
    • ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for YouTube) Sector Brand Sector Aviation Restaurant & Café Banking Retail Consumer Electronics Hospitality Mobiles & Handhelds Retail Chains December 2013 Brand
    • A closer look at selected top brands SO
    • KinderBueno Singapore “15s ENG Spore” The ‘15 ENG Spore’ video had the highest viewership for the brand with more than 16,000 views KinderBueno Singapore had a views growth rate that was more than 19 times the sector average
    • Your Singapore “Mandira in Singapore” Indian television personality Mandira Bedi and her family toured Singapore in a series of videos promoting Singapore Tourism and these videos had the highest views in December Video Views Growth
    • THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.