Top Singaporean Brands on Social Media - December 2013

analyzed by

Top Singaporean Brands on Social Media – December 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

December 2013

A closer look into these

sectors & brands

Comparing Top Alcoholic Beverage Brands

Brand Name

Audience

Conversation (as % of fans)

Engagement Community

Admin Posts Engagement Fan Posts % of Fan

Posts Admin Responded

Total Fans Fan Growth

Tiger Beer Singapore

76,750 6.91% 2.96 % 25 74 14 14.29%

Johnnie Walker Singapore

67,027 -0.64 % 1.37% 17 74 3 -

Guinness Singapore

71,841 -0.03% 1.41% 31 40 2 -

Jägermeister Singapore

8,933 10.41% 6.84% 37 50 2 -

Stella Artois Singapore

4,929 0.57 % 2.06 % 30 44 8 12.5%

December 2013

http://unmetric.com/

Tiger Beer Singapore –‘Tiger Radler’ Launch

Most of Tiger Beer’s posts in December centered around the Tiger Radler Launch Campaign and these posts engaged the best with its fans.

The post about the launch of the Tiger Radler was the most engaging post for

the brand in December with an engagement score of 868.

Tiger Beer Singapore had an engagement score of 74, while the sector average was just 49.

Comparing Top Food and Beverage Brands

Brand Name

Audience






Ferrero Rocher Singapore

50,621 5.41% 8.14% 14 282 10 30%

Cornetto Singapore 31,206 13.1% 5.04% 34 219 54 -

MILO Singapore 204,657 2.93% 3.03% 48 43 24 20.83%

Nescafé Singapore 105,182 4.51% 2.6% 44 21 26 38.46%

Lipton Singapore 18,847 1.09% 2.45% 18 162 - -

December 2013


Ferrero Rocher - #RocherGoldenTree Ferrero Rocher used the #RocherGoldenTree hashtag through all their December posts in

reference to a light display installed outside their Ngee Ann City store and these posts engaged well with their fans. As a result, the brand had an engagement score of 282, which is close to 9

times the sector average of 32

This post which showcases the light display installation in all its glory had the highest engagement score of 745

Comparing Top Retail Chain Brands

Brand Name

Audience






John Little Singapore

26,065 2.59% 2.22% 50 72 21 19.05%

TANGS 69,659 5.48% 2.72% 61 11 24 8.33%

Go.BestDenki Singapore

29,127 7.54% 2.04% 17 3 12 58.33%

Toys “R” Us Singapore

20,830 1.75% 0.79% 10 24 - -

eBay Singapore

7,148 1.79% 0.58% 14 1 50 6%

December 2013


John Little Singapore – Guess the Price

John Little Singapore ran multiple “Guess the Price” contests in December. Each contest related update ran for a period of two days, with each winner being rewarded with a $50 voucher.

This contest related post had an engagement score of 472, which was the highest

engagement for the contest, as well as for the brand in December.

The contest resulted in an engagement score of 72, which is four times the

sector average of 18.

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


Hospitality

Sector Brand

Food & Beverages

Personal Care

Restaurant & Café

Retail

Travel & Tourism

December 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

H&M Singapore

16,664 1.22% 770 27 38 925 08:44:57

Quiksilver Singapore

87 6.1% - - - - -

Harvey Norman Singapore

71 18.33% - - 5 - 26:37:04

Nike Singapore 5,931 1.14% 169 31 3 57 -

Courts Singapore 2,441 0.99% 69 39 2 13 -

Comparing Top Retail Brands

December 2013


H&M Singapore – Christmas Sale

The tweet on December 10th launching the Christmas Sale

amassed an engagement score of 1000, the highest for the brand

H&M launched their Christmas Sale, resulting in an engagement score which was more than 14 times the average score of the sector


Engagement Score

Number of Tweets Average

Response Time

Proactive Tweets

Replies Retweets

Pan Pacific Singapore

396 6.45% 77 48 6 1 14:24:57

Marina Bay Sands 9,750 2.28 % 114 43 16 2 05:35:47

Inter Continental Singapore

660 1.07% 77 14 - 2 05:19:59

Marriott Singapore 167 -2.34% 421 3 4 79 04:44:14

Four Seasons Singapore

3,141 2.28% 98 106 35 74 02:19:41

Comparing Top Hospitality Brands

December 2013


Four Seasons Singapore – #foodiechats The Four Seasons Hotel joined in the #foodiechats conversation on Twitter, and #foodiechats was the

most used hashtag by the brand and its followers in December.

Four Seasons used the #foodiechats primarily on Mondays and multiple

tweets were accompanied by photos


Engagement Score

Number of Tweets

Average Response Time

Proactive Tweets

Replies Retweets

Singapore Airlines 68,056 0.77 % 143 7 41 75 02:33:37

AirFrance Singapore

2,424 -0.08 % - - - - -

TigerAir Singapore 31,351 0.35 % 136 8 12 49 35:47:10

KLM Singapore 4,562 -0.04% 57 6 - 3 03:46:37

FinnAir Singapore

1,161 0.17% - - - - -

Comparing Top Aviation Brands

December 2013


TigerAir Singapore –Friend Fly Free Contest

TigerAir Singapore held a Friend Fly Free Contest between November 29th and December 13th, where a total of 2014 return tickets could be won through the contest period.

@TigerairSG had an average engagement score of 118 while the sector average was

just 65

This tweet from the brand had an engagement score of 808, which was the highest for the contest, as well as for the

brand in December

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


Mobiles & Handhelds

Sector Brand

Restaurant & Café

Retail

Hospitality

Retail Chains

December 2013

SO

A closer look at selected top

brands

KinderBueno Singapore

“15s ENG Spore”

KinderBueno Singapore had a views growth rate that was more than 19 times the sector

average

The ‘15 ENG Spore’ video had the highest viewership for the brand with

more than 16,000 views

Your Singapore

“Mandira in Singapore”

Indian television personality Mandira Bedi and her family toured Singapore in a series of videos

promoting Singapore Tourism and these videos had the highest views in December

Video Views Growth

About Unmetric :

THANK YOU

Please contact us at

[email protected]

for more information

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.