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Singapore might be a country of just 5 million people but don’t think for a second that brands have it easy. New media or traditional media, the competition that brands face here is fierce. Take a look at this report to find out how brands like Audi, Durex, Scoot and others performed on various social networks in February.
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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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