Top Singaporean Brands on Social Media - October 2013
 

Top Singaporean Brands on Social Media - October 2013

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FlyScoot Singapore took to Facebook to run contests which were highly engaging with its fans, Lipton Iced Tea also ran a contest on its Singapore page and saw the highest level of engagement for all ...

FlyScoot Singapore took to Facebook to run contests which were highly engaging with its fans, Lipton Iced Tea also ran a contest on its Singapore page and saw the highest level of engagement for all beverage brands in the region. Marina Bay Sands showcased various fashion events taking place and used hashtags on Twitter to promote the event while DBS leveraged Twitter to get customers talking to it by using the #askdbs hashtag.

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

  • Top Singaporean Brands on Social Media – October 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 October 2013 Brand
  • A closer look into these sectors & brands
  • Comparing Top Aviation Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 6.7 % 13 31 325 42.2 % 4.4 % 2.8 % 105 26 361 13.3% 79,525 3.4 % 1.5 % 64 17 40 50 % Cathay Pacific Airways (Singapore) 14,864 14.5 % 10.8 % 21 243 13 76.9 % Malaysia Airlines (Singapore) 28,142 69.2 % 23.4 % 17 91 - - Total Fans Fan Growth Singapore Airlines 510,709 9.9 % FlyScoot 312,783 AirAsia Singapore October 2013
  • FlyScoot – Contests & Offers FlyScoot Singapore ran many contests and promotions to generate buzz on its Facebook page in October. The ‘Scoot O'clock’ contest and the ‘Big Scoot Sale’ promotion engaged the most with its fans. The ‘Scoot O’clock’ contest posts were the most engaging type of content with an average Engagement Score of 89, while the overall average Engagement Score was 26.
  • Comparing Top Food/Beverage Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.6 % 40 18 21 66.7 % 8.6 % 2.9 % 28 25 7 14.3 % 111,498 1.4 % 2.5 % 43 27 13 53.8 % Cadbury Diary Milk (Singapore) 73,145 4.1 % 12.6 % 36 19 6 50 % Lipton (Singapore) 18,555 3.5 % 17 % 23 90 - - Total Fans Fan Growth MILO Singapore 192,701 4.6 % Nescafe Singapore 99,035 Ben & Jerry’s (Singapore) October 2013
  • Lipton – #LiptonMomentsSG Lipton Singapore conducted two rounds of ‘Lipton Moments’ contest in October, asking its fans to share their Lipton moments photos on Instagram using the hashtag #LiptonMomentsSG and this engaged well with its fans. As a result, Lipton Singapore garnered an average Engagement Score of 90, which is more than 3 times the sector average of 29.
  • Comparing Top Retail Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 9.9 % 73 234 85 - 11 % 3.6 % 97 12 65 81.5 % 120,731 4.4 % 2.5 % 33 24 306 5.9 % LEGO (Singapore) 36,898 4% 10.2 % 33 73 29 58.6 % Nike Running Singapore 56,744 2.1 % 3.4 % 13 93 - - Total Fans Fan Growth Oakley Singapore 13,135 6.3 % Courts SG 145,304 IKEA Singapore October 2013
  • Oakley – Win A Oakley Oakley ran a series of ‘Win An Oakley’ contests in October asking its Facebook fans to ‘Like’, ‘Share’ and ‘Tag a Friend’ to be able participate in the contest. These contests generated huge amounts buzz for the brand with an average engagement score of 234, which is more than 6 times the sector average of 34. The “Win A Oakley’ related posts garnered an average Engagement Score of 617 against 22 posts, becoming the most engaging type of content among the 73 admin posts.
  • 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 Aviation Personal Care Banking Restaurant & Café Consumer Electronics Retail Hospitality October 2013 Food & Beverages Travel & Tourism Brand
  • A closer look into these sectors & brands
  • Comparing Top Hospitality Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Marina Bay Sands 9,428 2.9 % 223 86 34 100 5:01:55 FS Singapore 3,041 2.3 % 54 86 102 1 5:58:53 1,115 2.6 % 78 21 1 2 3:15:12 Fullerton Hotels 836 3.3 % 290 7 1 3 21:50:23 InterContinental Singapore 644 3.2 % 79 21 4 6 22:16:22 Mandarin Oriental October 2013
  • Marina Bay Sands - #fidefw & #mbsfashionweek Marina Bay Sands tweeted extensively about the MBS Fashion Week in October using #fidefw and #mbsfashionweek, which were the most used hashtags by the brands and its followers. As a result, Marina Bay Sands garnered an overall average Engagement Score of 223, which is more than twice the sector average of 83.
  • Comparing Top Retail Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Harvey Norman SG 54 61.5 % 697 28 14 13 3:31:19 H&M Singapore 16,436 -0.35 % 199 40 31 8 7:42:43 Courts SG 2,411 -0.78 % 18 38 - - - Nike Singapore 5,844 1.4 % 185 19 - - - Oakley Singapore 65 4.8 % 333 49 - - - October 2013
  • H&M – Isabel Marant Collection H&M’s tweets about the Isabel Marant Collection engaged well with its followers in October. #hmisabelmarant was the most and engaging hashtag with an Engagement Score of 145. The number of mentions of the hashtag #hmisabelmarant peaked on October 24th – the day of the ‘Isabel Marant Pour HM’ launch party.
  • Comparing Top Banking and Finance Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets DBS Bank 4,261 11.8 % 628 57 665 - 13:50:16 MasterCard Singapore 453 5.3 % 364 44 1 9 1:53:55 Frank by OCBC 1,056 5.7 % 85 40 28 15 18:11:12 October 2013
  • DBS Bank - #askdbs #askdbs was extensively used by DBS Singapore to encourage its followers to ask any questions related to general banking. As a result, #askdbs was the most used and engaging hashtag for the brand in October with an Engagement Score of 121. Out of DBS Singapore’s 722 tweets, 92% were replies to follower queries.
  • 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 October 2013 Brand
  • A closer Look at Selected Top Brands SO
  • Samsung Singapore Galaxy Note3 + Gear – Design Your Life Samsung Singapore’s Galaxy Note3 + Gear video was the most watched video on its channel with more than 36,000 views.
  • Nokia Singapore Lumia 1020 – with 41MP Camera Sensor Nokia Singapore’s video about its new Lumia 1020 model garnered 21,599 views in October to become the most watched video on its channel.
  • 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.