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Social Media Audit - South Africa's Top Beer Brands

This document provides a social media audit of the top beer brands in South Africa from November 1-30, 2013. It analyzes the performance of each brand on Facebook and Twitter based on metrics like engagement, fan growth, reach and mentions. On Facebook, Heineken had the most fans and mentions while Hansa Pilsener had the highest engagement. On Twitter, Heineken and Castle Lite had the largest reach and following respectively. The document also provides insights into each brand's influencers, popular topics and geographic distribution of social media activity.

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n n Social Media Audit South Africa’s Top Beer Brands
Beers __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Source: Sunday Times Brand Survey 1. 2. 3. 4. 5. 6. 7. 8. 9. Heineken Castle Lite Hansa Pilsener Windhoek Carling Black Label Amstel Lager Castle Lager Miller Genuine Draft Castle Milk Stout
Introduction __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • This is a Social Media Audit of the Top Beer Brands in South Africa from the annual Sunday Times Top Brands survey . • The time frame of the audit was from 1st November – 30th November 2013. • The Social Media Channels analyzed for the audit are Facebook & Twitter • The criteria used to assess the performance of the Beer Brands on Facebook: Engagement, Fan Growth and Mentions. • The criteria used to assess the performance of the Beer Brands on Twitter: Engagement, Fan Growth and Cumulative reach.
Glossary N __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • People Talking About This (PTAT) - The number of people talking about your Facebook Page, by story type. (Unique Users) • Fans: The total number of people who have liked your Page. • Facebook Mentions: The number of people in South Africa who mentioned any of the channel anywhere on Facebook. • Cumulative Reach: refers to the number of people that are reached from exposure to a tweet. • Original Tweets: refer to tweets composed by individuals, containing the @name. • ReTweets: Tweets that users decide to re-share with their own followers. • Replies: refer to responses to a tweet, containing the @mention of the original tweet composer. • Influencer - A person or a group of people who possess greater than average potential to influence due to attributes such as personal persuasiveness.
Heineken f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 16 070 346 qqqqqqqqqqqqqqqqq People Talking About This: 214 262 qqqqqqqqqqqqqqqqq Engagement rate: 1,3% Most Popular City: Mexico City Most Popular Age Group: 18 - 34 Facebook Mentions: 20 300 000 *Heineken uses their Global Page Time Frame: 1 – 30 November 220 000 people in South Africa are mentioning Heineken South African Rest of the world Facebook Mentions By Gender q73% w25%
Heineken f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans 3 427 329 Fans 2 152 977 788 257 711 383 686 131 142 000 Brazil Zimbabwe Time Frame: 1 – 30 November Botswana Nigeria Countries Malawi South Africa
Heineken t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Location of Tweets in South Africa Followers: 3 109 574 45 Tweets qqqqqq 289 37 @Heineken_SA mentions: 1 768 189 748 831 Original Retweets Replies “Heineken” Mentions: 3206 Most Popular Day: 29th Nov 2013 Cumulative Reach: 11,3 Million Time Frame: 1 – 30 November Provinces Device Used For Tweets j33% o67% Web Mobile 11
Heineken t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter Tweets 11734 5550 3466 1747 #Heineken #Sharethesofa #StarClub Topics Time Frame: 1 – 30 November #Heinekenliveacces 1192 #Heinekenstarclub
Heineken t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Heineken Time Frame: 1 – 30 November
Hansa Pilsener f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 140 928 qqqqqqqqq People Talking About This: 5 837 qqqqqqqqq Engagement rate: 4,1% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: * *Facebook mentions data is not public on Facebook Time Frame: 1 – 30 November * people in South Africa are mentioning Hansa Pilsener South African Rest of the world Facebook Mentions By Gender q*% w*%
Hansa Pilsener t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Location of Tweets in South Africa Followers: 7 836 qqqqqq @Hansapilsener mentions: 599 91 253 251 Original Retweets Replies “Hansa pilsener” mentions: 32 Most Popular Day: 30th Nov 2013 Cumulative Reach: 1,5 Million Time Frame: 1 – 30 November Tweets 185 85 20 Gauteng KZN 18 Western Limpopo Free State Cape Provinces Device Used For Tweets j19% o81% Web 15 Mobile
Hansa Pilsener t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P 1191 Tweets 1217 Most popular Topics on Twitter 79 #Hansa #KickstartingSA Time Frame: 1 – 30 November 49 40 #dreamersnight Topics #Vuyo #Raiseahansa
Hansa Pilsener t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Hansa Pilsener Time Frame: 1 – 30 November
Castle Lite f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 246 004 qqqqqqqqqqqq People Talking About This: 1 554 qqqqqqqqqqqq Engagement rate: 0,6% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: 250 000 Time Frame: 1 – 30 November 200 000 people in South Africa are mentioning Castle Lite South African Rest of the world Facebook Mentions By Gender q94% w6%
Castle Lite f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans 232 036 g Location of Facebook Fans 3 428 South Africa Time Frame: 1 – 30 November Botswana 1 715 1 219 1 003 Zimbabwe Countries Swaziland Zambia
Castle Lite t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 14 225 Location of Tweets in South Africa 273 @Castle_Lite mentions: 929 155 459 315 Original Retweets Replies “Castle Lite” Mentions: 2 741 Most Popular Day: 6th Nov 2013 Cumulative Reach: 5,1 Million Time Frame: 1 – 30 November Tweets qqqqqq 129 Gauteng Western Cape 82 KZN 33 Free State Easern Cape Provinces Device Used For Tweets j27% o73% Web 15 Mobile
Castle Lite t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter Tweets 3118 387 156 #Cruelsummerpicnic #Extracoldsummer 126 40 #Summersoltice #Tapintofreshness #Cubanavibes Topics Time Frame: 1 – 30 November
Castle Lite t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Castle Lite Time Frame: 1 – 30 November
Windhoek Beer f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 52 645 qqqqqqqqqqqq People Talking About This: 819 qqqqqqqqqqqq Engagement rate: 1,5% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: 187 000 Time Frame: 1 – 30 November 162 000 people in South Africa are mentioning Windhoek South African Rest of the world Facebook Mentions By Gender q55% w45%
Windhoek Beer t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 532 qq @Windhoek_beer mentions: 118 24 44 50 Original Retweets Replies Windhoek Beer Mentions: 157 Most Popular Day: 23rd Nov 2013 Cumulative Reach: 167 975 Time Frame: 1 – 30 November Tweets Location of Tweets in South Africa 16 Gauteng 10 Western Cape 6 3 North Free State Easern West Cape Provinces Device Used For Tweets j17% o83% Web 2 Mobile
Windhoek Beer t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Tweets 8068 Most popular Topics on Twitter 1021 #Keepitreal Time Frame: 1 – 30 November #Windhoek Topics 539 #Sables
Windhoek Beer t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Windhoek Beer Time Frame: 1 – 30 November
Carling Black Label f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 173 898 qqqqqqqqqq People Talking About This: 2 595 qqqqqqqqqq Engagement rate: 1,4% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: 496 000 Time Frame: 1 – 30 November 200 000 people in South Africa are mentioning Carling Black Label South African Rest of the world Facebook Mentions By Gender q95% w5%
Carling Black Label f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans Fans 165 851 1 558 South Africa Botswana Time Frame: 1 – 30 November 1 097 732 587 Zimbabwe Countries United Kingdom United States
Carling Black Label t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 7 278 Location of Tweets in South Africa qqqqqq 126 91 160 164 Original Retweets Replies “Carling Black Label” Mentions: 645 Most Popular Day: 1st Nov 2013 Cumulative Reach: 657 426 Time Frame: 1 – 30 November Tweets @BlackLabelSa mentions: 415 66 17 Gauteng Western Cape 15 North Free State Easern West Cape Provinces Device Used For Tweets j24% o76% Web 8 Mobile
Carling Black Label t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Most popular Topics on Twitter Tweets 23 365 6494 5815 3169 #Upthebucs Time Frame: 1 – 30 November #Aclfinal #bucsincairo Topics 2785 #Bookmarks2013 #Oncelaways
Carling Black Label t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Carling Black Label
Castle Lager f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 215 448 qqqqqqqqqq People Talking About This: 950 qqqqqqqqqq Engagement rate: 0,4% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: 215 000 Time Frame: 1 – 30 November 184 000 people in South Africa are mentioning Castle Lager South African Rest of the world Facebook Mentions By Gender q85% w15%
Castle Lager f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans Fans 208 164 1521 South Africa 954 583 446 Zimbabwe United Kingdom Countries United States Swaziland Time Frame: 1 – 30 November
Castle Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 11 079 Location of Tweets in South Africa 217 Tweets qqqqqq 124 52 47 Free State KZN 16 @CastleLager mentions: 937 176 233 528 Original Retweets Replies “Castle Lager” Mentions: 1 117 Most Popular Day: 17th Nov 2013 Cumulative Reach: 6,7 Million Time Frame: 1 – 30 November Gauteng Western Cape Easern Cape Provinces Device Used For Tweets j24% o76% Web Mobile
Castle Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights 9191 Tweets 9 630 P Most popular Topics on Twitter 5944 5 794 1 492 #Springboks #Bafana Time Frame: 1 – 30 November #Pureprotea Topics #Proteafire #Proteas500
Castle Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Castle Lager Time Frame: 1 – 30 November
Amstel Lager f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 161 858 qqqqqqqqqqqq People Talking About This: 4 325 qqqqqqqqqqqq Engagement rate: 2,6% Most Popular City: Johannesburg Most Popular Age Group: 18 - 24 Facebook Mentions: 819 000 Time Frame: 1 – 30 November 36 000 people in South Africa are mentioning Amstel Lager South African Rest of the world Facebook Mentions By Gender q80% w20%
Amstel Lager f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans Fans 155 897 681 South Africa Time Frame: 1 – 30 November 493 401 389 Brazil Greece Countries United Kingdom Swaziland
Amstel Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 1 040 Location of Tweets 259 Tweets qqqqqq 203 154 62 @AmstelSA mentions: 1 589 274 476 839 Original Retweets Replies “Amstel Lager” Mentions: 129 Most Popular Day: 27th Nov 2013 Cumulative Reach: 2,1 Million Time Frame: 1 – 30 November Provinces Device Used For Tweets j37% o63% Web Mobile 14
Amstel Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights 903 Tweets 957 P Most popular Topics on Twitter 357 132 #Amstelqt #takeyourtime #weekendvibes Topics Time Frame: 1 – 30 November #Amstelcompetition
Amstel Lager t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Amstel Lager Time Frame: 1 – 30 November
Miller Genuine Draft f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 9 179 qqqqqq People Talking About This: 63 qqqqqq Engagement rate: 0,6% Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Facebook Mentions: 196 000 Time Frame: 1 – 30 November Fewer than 1 000 people in South Africa are mentioning Miller Genuine Draft South African Rest of the world Facebook Mentions By Gender q87% w28%
Miller Genuine Draft f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights g Location of Facebook Fans Fans 8 745 78 South Africa United States Time Frame: 1 – 30 November 44 25 24 United Kingdom Countries Botswana Australia
Miller Genuine Draft t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 6 709 Location of Tweets In South Africa 488 Tweets qqqqqq 80 58 57 @MGD_SA mentions: 1 117 176 455 550 Original Retweets Replies “Miller Genuine Draft” Mentions: 586 Most Popular Day: 20th Nov 2013 Cumulative Reach: 4 Million Time Frame: 1 – 30 November Provinces Device Used For Tweets j24% o76% Web Mobile 9
Miller Genuine Draft t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights 3390 P Most popular Topics on Twitter Tweets 2905 737 358 #sahha2013 #millertime #goldenmoments Topics Time Frame: 1 – 30 November Stayfreshsaturdays 173 #millerboomtown
Miller Genuine Draft t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Miller Genuine Draft Time Frame: 1 – 30 November
Castle Milk Stout f __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Page Insights Fans: 24 383 qqqqqqqqqqqq People Talking About This: 891 qqqqqqqqqqqq Engagement rate: 3,5% Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Facebook Mentions:* Time Frame: 1 – 30 November * people in South Africa are mentioning Castle Milk Stout South African Rest of the world Facebook Mentions By Gender q*% w*%
Castle Milk Stout t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Followers: 2 760 Location of Tweets 734 Tweets qqqqqq 168 70 35 @CastleMilkStout mentions: 1 891 421 779 691 Original Retweets Replies “Castle Milk Stout” Mentions: 360 Most Popular Day: 29th Nov 2013 Cumulative Reach: 2,1 Million Time Frame: 1 – 30 November Provinces Device Used For Tweets j20% o80% Web Mobile 16
Castle Milk Stout t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights P Tweets 4328 Most popular Topics on Twitter 1690 506 #Partypeople #MaxwellSAtour #MaxwellWednesdays Topics Time Frame: 1 – 30 November 260 #cmsunplugged 43 #musicforworms
Castle Milk Stout t __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Profile Insights Influencers tweeting Castle Milk Stout Time Frame: 1 – 30 November
Q fn Benchmark __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Facebook Fans u Number of Facebook Fans: SA Top Beer Brands Fans 16 070 346 246 004 215 448 13 615 1 300 140 928 52 645 Heineken Castle Lite Castle Lager Carling Black Label Amstel Lager Beers Time Frame: 1 – 30 November 24383 9179 Hansa Windhoek Castle Milk Miller Pilsener Stout Genuine Draft
Q Benchmark f F __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ South African Facebook Fans 232 036 u Number of South African Facebook Fans: SA Top Beer Brands 206 164 165 851 142 000 Fans 155 897 8745 Castle Lite Castle Lager Carling Black Label Amstel Lager Beers *Castle Milk Stout, Hansa & Windhoek data is not public on Facebook Time Frame: 1 – 30 November Heineken Miller genuine Draft
Q Benchmark fn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Engagement rate 4,1% t Engagement Rate: SA Top Beer Brands Engagement Rate 3,5% 2,6% 1,5% 1,4% 1,3% 0,6% Hansa Castle Amstel Windhoek Carling pilsener Milk Stout lager Black Label Beers Time Frame: 1 – 30 November Heineken Castle Lite 0,6% Miller Genuine Draft 0,4% Castle Lager
Q Benchmark tn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Twitter Followers 14 225 u Number of Twitter Followers: SA Top Beer Brands Followers 11 076 7 836 7278 6 709 3 109 2 760 1 040 Castle Lite Castle Lager Hansa Carling Miller Pilsener black Label genuine Draft Beers Time Frame: 1 – 30 November Heineken Castle Milk Stout 532 Amstel Lager Windhoek
Q Benchmark tn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Twitter Mentions 1 891 1 768 t Mentions: SA Top Beer Brands 1 589 Mentions 1117 937 929 599 415 118 Castle Heineken Milk Stout Amstel Lager Miller Genuine Draft Castle Castle Lite Hansa Lager Pilsener Beers Time Frame: 1 – 30 November Carling Windhoek Black Label
Q Benchmark tn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Top Beer brands Brand with most Fans Brand with the most Followers f t Heineken Heineken Castle Lite Castle Lite Castle lite Castle Lager Hansa Pilsener Windhoek Lager/Light/Draught Carling Black Label Castle Lager Hansa Pisener Carling Black Label Carling Black Label Amstel Lager Miller Genuine Draft Amstel Lager Hansa Pilsner Heineken Castle Lager/Draught Miller Genuine Draft (Millers) Castle Milk Stout Windhoek Beer Castle Milk Stout Castle Milk Stout Amstel Lager Miller Genuine Draft Windhoek Beer Time Frame: 1 – 30 November
b Insights fn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • Heineken is the Beer Brand with the most Facebook Fans. • Heineken do not have a South African Facebook Page, they use the Global page • Miller Genuine Draft is the Beer Brand with the least Facebook Fans. • Castle Lite is the Beer Brand with the most South African Facebook Fans. • The most engaging Beer Brand on Facebook is Hansa Pilsener. • The least engaging Beer Brand on Facebook is Castle Lager. Time Frame: 1 – 30 November
b Insights tn __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • Castle Lite is the Beer Brand with the most Twitter Followers. • Castle Milk Stout is the Beer Brand with the most mentions on Twitter. • Windhoek is the Beer Brand with the least Followers and Mentions on Twitter. • Gauteng is the most popular province amongst the beers on Twitter. • The source of engagement on Twitter are Competitions and Events. Time Frame: 1 – 30 November
Recommendations For strategic insights and recommendations, see the detailed report here: http://info.zasocialmedia.com/social-mediaaudit-top-south-african-beer-brands
Tel: (011) 321 0201 www.zasocialmedia.com WWW.info@zasocialmedia.com f t Sources: Social Bakers, Facebook, Twitter & Topsy

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Social Media Audit - South Africa's Top Beer Brands