Top Singaporean Brands on Social Media- February 2014

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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.

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