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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 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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Top Singaporean Brands on Social Media – November 2013
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
November 2013
A closer look into these
sectors & brands
Comparing Top Automotive Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Volkswagen Singapore
20,196 58.6 % 12.9 % 64 94 27 44.4 %
Audi Singapore 16,609 55.5 % 16.2 % 27 105 - -
Kia Singapore 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 - -
November 2013
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%
Comparing Top Banking & Finance Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Visa Singapore 41,248 18.6 % 7.6 % 17 135 - -
DBS Bank 138,128 4.6 % 7.5 % - - 2 50%
Maybank 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 - -
November 2013
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%
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
Laneige (Singapore)
33,852 3.6 % 3.1 % 30 103 23 69.5 %
Olay Singapore 8,957 7.6 % 13.1 % 32 130 4 25 %
Neutrogena Singapore
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 - -
November 2013
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.
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
Hospitality
Sector Brand
Food & Beverages
Personal Care
Restaurant & Café
Retail
Travel & Tourism
November 2013
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
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
FS Singapore
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
Comparing Top Hospitality Brands
November 2013
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.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
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 - - - -
Comparing Top Food/Beverage Brands
November 2013
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.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
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
Comparing Top Aviation Brands
November 2013
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.
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
Mobiles & Handhelds
Sector Brand
Restaurant & Café
Retail
Hospitality
Retail Chains
November 2013
SO
A closer Look at Selected Top
Brands
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
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.
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