Social Media Shakedown of Top Singaporean brands in November 2013
 

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Social Media Shakedown of Top Singaporean brands in November 2013

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Volkswagen’s “Tag the Wagen” generated lots of buzz on Facebook, as did Pan Pacific’s #EdgeFoodTheater campaign on Twitter. Ikea Singapore’s “Unwrap Christmas Auntie” video and Marina ...

Volkswagen’s “Tag the Wagen” generated lots of buzz on Facebook, as did Pan Pacific’s #EdgeFoodTheater campaign on Twitter. Ikea Singapore’s “Unwrap Christmas Auntie” video and Marina Bay Sands’ “UFC Fight Night” gained major viewership.
Take a look at this report for a deeper look in to the life of Singaporean brands and their liaison with social media.

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Social Media Shakedown of Top Singaporean brands in November 2013 Presentation Transcript

  • 1. Top Singaporean Brands on Social Media – November 2013 analyzed by
  • 2. ANALYSIS OF BRANDS ON SO FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
  • 3. 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 November 2013 Brand
  • 4. A closer look into these sectors & brands
  • 5. Comparing Top Automotive Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 12.9 % 64 94 27 44.4 % 55.5 % 16.2 % 27 105 - - 23,993 0.23 % 1.9 % 38 31 7 50 % Lexus Singapore 2,268 1.7 % 5.9 % 31 72 6 - Chrysler Jeep of Singapore 20,057 5% 2.1 % 11 36 - - Total Fans Fan Growth Volkswagen Singapore 20,196 58.6 % Audi Singapore 16,609 Kia Singapore November 2013
  • 6. Volkswagen Singapore – ‘Tag the Wagen’ Contest Volkswagen Singapore, in collaboration with Lego, ran the ‘Tag the Wagen’ contest between 16th November and 1st December, which generated lots of buzz for the brand. The number of fans and the number of people talking about the brand peaked during the time period of the contest. The brand grew it fan base by 58.6% in November, which is more than 16 times the sector average of 3.6%
  • 7. Comparing Top Banking & Finance Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 7.6 % 17 135 - - 4.6 % 7.5 % - - 2 50% 48,460 5.3 % 4.2 % 47 52 - - Citibank Singapore 68,484 1.4 % 1.5 % 36 29 175 66.9 % MasterCard (Singapore) 39,716 7.5 % 6.4 % 30 73 - - Total Fans Fan Growth Visa Singapore 41,248 18.6 % DBS Bank 138,128 Maybank November 2013
  • 8. Visa Singapore – Christmas Promotion Visa Singapore posted around its Christmas promotion deals and online offers on its Facebook page in November. These posts engaged the best with its fans. As a result, Visa Singapore garnered an average engagement score of 135, which is more than 4 times the sector average of 31. Visa Singapore also ramped up its fan base much faster in November with a growth rate of 18.6%, which is more than 7 times the sector average of 2.6%
  • 9. Comparing Top Personal Care Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 3.1 % 30 103 23 69.5 % 7.6 % 13.1 % 32 130 4 25 % 22,377 18.3 % 5.7 % 15 94 10 70 % Lancôme (Singapore) 37,510 2.2 % 3.3 % 23 77 - - Revlon Singapore 7,516 12.4 % 3.5 % 27 114 - - Total Fans Fan Growth Laneige (Singapore) 33,852 3.6 % Olay Singapore 8,957 Neutrogena Singapore November 2013
  • 10. Laneige Singapore – Winterland Collection Laneige Singapore’s updates around its ‘Winterland Collection’ like the ‘Winterland Party’, Winterland Gift set’ and ‘Winterland Beauty Fair’ engaged well with fans in November. As a result, Laneige’s saw an average engagement score of 103, which is more than 4 times the sector average of 22.
  • 11. ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
  • 12. 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 November 2013 Brand
  • 13. A closer look into these sectors & brands
  • 14. Comparing Top Hospitality Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets PanPacific Singapore 384 16.7 % 469 35 2 57 4:46:04 Marina Bay Sands 9,671 2.6 % 156 57 40 35 6:45:37 3,100 2.2 % 57 105 78 3 4:22:17 Mandarin Oriental 1,171 3.9 % 158 22 3 3 15:08:58 InterContinental Singapore 657 2.5 % 65 21 7 8 7:02:13 FS Singapore November 2013
  • 15. PanPacific Singapore - #EdgeFoodTheater PanPacific Singapore gave away dinning vouchers in a Twitter contest, between 8th and 13th November, asking its followers to follow its handle and retweet using the hashtag #EdgeFoodTheater. As a result, #EdgeFoodTheater became the most used and most engaging hashtag for the brand in November with an engagement score of 973. The usage of the hashtag #EdgeFoodTheater peaked on the 8th November when the contest was announced. PanPacific Singapore garnered an overall engagement score of 469, which is 6 times the sector average of 77.
  • 16. Comparing Top Food/Beverage Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Magnum Singapore 2,433 45.3 % 1,000 28 4 1 4:42:10 Cadbury Diary Milk 1,491 2% 59 34 3 2 48:18:06 Coca-Cola Singapore 2,206 0.46 % 0 - - - - November 2013
  • 17. Magnum Singapore – #MagnumSG Magnum Singapore asked its followers to guess the next location of its Magnum Singapore Pleasure store by retweeting and replying along with the hashtag #MagnumSG. The tweets around the contest engaged the best with its followers in November and #MagnumSG was the most engaging hashtag with an engagement score of 1,000. As a result, Magnum Singapore overall average engagement score on Twitter was 1,000, which is 15 times the sector average of 63.
  • 18. Comparing Top Aviation Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Singapore Airlines 63,894 8.6 % 168 27 225 3 3:03:49 AirAsia Singapore 12,293 2.4 % 24 229 15 12 4:29:29 TigerAir Singapore 30,774 4.1 % 148 62 70 - 36:27:55 KLM Singapore 4,546 1.1% 80 21 5 - 29:57:20 November 2013
  • 19. Singapore Airlines - #TravelSkills Singapore Airlines hosted the #TravelSkills Twitter chat on the 22nd November and this generated lots of buzz for the brand. #TravelSkills was the most used hashtag by the brand and its followers. Mentions of @SingaporeAirlines peaked on the 22nd November during the #TravelSkills Twitter chat.
  • 20. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • 21. 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 November 2013 Brand
  • 22. A closer Look at Selected Top Brands SO
  • 23. IKEA Singapore Unwarp Christmas ‘Auntie’ IKEA Singapore’s ‘Unwrap Christmas Auntie’ was the most watched video on its channel in November with more than 53,000 views
  • 24. Marina Bay Sands UFC Fight Night Singapore #MBUFC Marina Bay Sands’ “UFC Fight Night’ video garnered more than 56,000 views on its channel in November.
  • 25. 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.