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Top Singaporean Brands on Social Media- February 2014
 

Top Singaporean Brands on Social Media- February 2014

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Singapore might be a country of just 5 million people but don’t think for a second that brands have it easy. New media or traditional media, the competition that brands face here is fierce. Take a ...

Singapore might be a country of just 5 million people but don’t think for a second that brands have it easy. New media or traditional media, the competition that brands face here is fierce. Take a look at this report to find out how brands like Audi, Durex, Scoot and others performed on various social networks in February.

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    Top Singaporean Brands on Social Media- February 2014 Top Singaporean Brands on Social Media- February 2014 Presentation Transcript

    • analyzed by Top Singaporean Brands on Social Media – February 2014
    • SO ANALYSIS OF BRANDS ON FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for Facebook) Sector Brand Automotive Aviation Banking Consumer Electronics Hospitality Sector Brand Food & Beverages Personal Care Restaurant & Café Retail Travel & Tourism February 2014
    • A closer look into these sectors & brands
    • Comparing Top Automotive Brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Score Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth BMW Asia Insider 73,823 5,450 % 2% 9 663 5 20% Audi Singapore 31,495 34% 14% 28 820 - - Mercedes-Benz Singapore 28,502 15 % 10% 24 833 5 20% Volkswagen Singapore 27,537 2% 1% 16 303 9 44% Ducati Singapore 6,008 3% 10% 29 838 5 60% February 2014 (Based on the average Engagement Score*) *The Engagement Score is calculated based on the number of Likes, Share, Comments and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.
    • Audi Singapore – The all- new A3 Sedan Audi Singapore revealed and promoted its all new car, the A3 sedan on Facebook. Of all 28 updates the brand sent out in the month 11 posts revolved around the launch of the new car. The number of fans and the number of people talking about the brand peaked during the campaign. The brand experienced an Engagement Score of 820 which is almost twice the sector average of 460.
    • Comparing Top Restaurant & Café Brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth KFC Singapore 289,719 0.6 % .8 % 43 174 71 55% Subway Singapore 253,700 0.6 % .6 % 23 118 32 60% Starbucks Singapore 249,809 1 % 2.2 % 14 601 87 63% Dunkin’ Donuts Singapore 17,312 0.6 % 150 % 5 55 7 86% Hard Rock Café Singapore 12,440 5 % 5 % 40 86 13 8% Pastamania (Singapore) 12,254 2% 1% 14 299 10 80% February 2014 (Based on the average Engagement Score)
    • Starbucks Singapore – 100th Store Starbucks Singapore shared a video celebrating the opening of its 100th store. This post with the video, engaged the best with its fans in the month of February. Starbucks Singapore had content of various types. In spite of the brand posting more Engagement Oriented Post (posts that urge fans to Like or Comment if the agree), their fans seemed to appreciate and engage better with Brand News.
    • Comparing Top Personal Care Brands Brand Name Audience Conversation (as % of fans) Engagement Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded Total Fans Fan Growth SK- II Singapore 89,016 0.8 % 2% 22 287 13 69 % Benefit Cosmetics Singapore 34,443 1 % 0.6% 19 258 8 50 % Durex Singapore 23,982 34 % 57 % 38 1,000 7 57 % L’OCCITANE en Provence (Singapore) 20,303 4 % 4% 32 562 - - Olay (Singapore) 15,922 59 % 2 % 30 818 7 14% Vichy (Singapore) 9,136 1% 0.8% 19 720 - - February 2014 (Based on the average Engagement Score)
    • Durex Singapore – Level up- Valentine’s Day Durex Singapore created a funny commercial for Valentine’s Day. The 8 minute long video tells the story of a young couple and how they took their relationship to the “next level”. This was the most engaging post in the entire the Personal Care Sector in February. Durex’s average Engagement Score is over 4 times the sector average. In the month of February, the brand experienced a Fan Growth rate of 34% which is much higher than the sector average of 2%.
    • ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for Twitter) Sector Brand Automotive Aviation Banking Consumer Electronics Food & Beverages Sector Brand Hospitality Personal Care Restaurant & Café Retail Travel & Tourism February 2014
    • A closer look into these sectors & brands
    • Brand Name Total Followers Followers Growth Engagement Score Number of Tweets Average Response Time Proactive Tweets Replies Retweets Singapore Airlines 76,658 6% 151 5 213 0 3:43:59 Tiger Air Singapore 33,406 4% 203 41 121 0 18:12:25 Scoot 5,330 7 % 568 11 20 1 44:51:16 KLM Singapore 4,621 0.8 % 66 34 7 1 11:22:26 Finnair Singapore 1,161 0.5% - - - - - Comparing Top Aviation Brands February 2014 (Based on the average Engagement Score*) *The Engagement Score is calculated based on the number of Favorites, Re-tweets, Replies and Estimated Impressions each tweet gets. It enables easy comparison regardless of follower numbers.
    • Scoot - #FlyScoot787 Scoot gave its followers a chance to be a pilot for one day on their 787 Dreamliner flight simulator. All followers had to do to get selected was to tweet the airline with the hashtag #FlyScoot787. #FlyScoot787 was the most used and most engaging hashtag for the brand in the month of February.
    • Brand Name Total Followers Followers Growth Engagement Score Number of Tweets Average Response Time Proactive Tweets Replies Retweets Sentosa 16,244 0.6 % 469 43 - 2 - Marina Bay Sands 10,173 2 % 156 30 19 35 9:20:44 FS Singapore 3,279 2 % 57 71 63 1 7:53:34 PanPacific Singapore 433 4 % 158 41 - 21 14:27:40 Marriott SG 196 11 % 65 34 93 5 1:17:46 Comparing Top Hospitality Brands February 2014 (Based on the average Engagement Score)
    • Marina Bay Sands- #TheShoppes Marina Bay Sands received good engagement when it talked about new store openings in the mall. The hospitality brand enjoyed a spike in their Engagement Score after the tweet about the Bath and Body Works store was made. Marina Bay Sands garnered an overall engagement score of 306, which is 3 times the sector average of 83.
    • Brand Name Total Followers Followers Growth Engagement Score Number of Tweets Average Response Time Proactive Tweets Replies Retweets H & M Singapore 16,795 0.1 % 379 28 4 5 57:06:57 Nike Singapore 6,116 1% 86 34 3 2 04:40:13 Courts SG 2,429 -.3% 112 19 5 5 215:45:25 Harvey Norman SiG 76 6% - - 1 - 00:05:21 Comparing Top Retail Brands February 2014 (Based on the average Engagement Score)
    • H & M – Celebrity Galore The majority of H & M’s top tweets were about celebrities. The tweet announcing Miranda Kerr as the face of the Spring Fashion line received the most favorites in the entire month. The most re-tweeted tweet from the brand was a disclaimer about the circulation of fake gift cards.
    • SO ANALYSIS OF BRANDS ON YOUTUBE Views, Shares, Uploads, Top Video, etc...
    • Sector Leaders in Singapore (Based on the Unmetric Score for YouTube) Sector Brand Aviation Banking Consumer Electronics Hospitality Sector Brand Mobiles & Handhelds Retail Restaurant & Café Retail Chains February 2014
    • SO A Closer Look at Selected Top Brands
    • Kinder Bueno Singapore Kinder Bueno Rapper Kinder Bueno Singapore’s 15 second TVC became the second most watched video on its channel in February. It has over 11,000 views.
    • Audi Singapore Audi A3 Sedan. It changes everything. Audi’s 30 second commercial for the A3 Sedan garnered almost 40,000 views in less than 15 days.
    • About Unmetric : THANK YOU Please contact us at info@unmetric.com for more information 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.