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FlyScoot Singapore took to Facebook to run contests which were highly engaging with its fans, Lipton Iced Tea also ran a contest on its Singapore page and saw the highest level of engagement for all beverage brands in the region. Marina Bay Sands showcased various fashion events taking place and used hashtags on Twitter to promote the event while DBS leveraged Twitter to get customers talking to it by using the #askdbs hashtag.
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Top Singaporean Brands on Social Media – October 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
October 2013
A closer look into these
sectors & brands
Comparing Top Aviation Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Singapore Airlines 510,709 9.9 % 6.7 % 13 31 325 42.2 %
FlyScoot 312,783 4.4 % 2.8 % 105 26 361 13.3%
AirAsia Singapore 79,525 3.4 % 1.5 % 64 17 40 50 %
Cathay Pacific Airways
(Singapore) 14,864 14.5 % 10.8 % 21 243 13 76.9 %
Malaysia Airlines (Singapore)
28,142 69.2 % 23.4 % 17 91 - -
October 2013
FlyScoot – Contests & Offers
FlyScoot Singapore ran many contests and promotions to generate buzz on its Facebook page in October. The ‘Scoot O'clock’ contest and the ‘Big Scoot Sale’ promotion engaged the most with its fans.
The ‘Scoot O’clock’ contest posts were the most engaging type of content with an
average Engagement Score of 89, while the overall average Engagement Score was 26.
Comparing Top Food/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
MILO Singapore 192,701 4.6 % 1.6 % 40 18 21 66.7 %
Nescafe Singapore 99,035 8.6 % 2.9 % 28 25 7 14.3 %
Ben & Jerry’s (Singapore)
111,498 1.4 % 2.5 % 43 27 13 53.8 %
Cadbury Diary Milk (Singapore)
73,145 4.1 % 12.6 % 36 19 6 50 %
Lipton (Singapore) 18,555 3.5 % 17 % 23 90 - -
October 2013
Lipton – #LiptonMomentsSG Lipton Singapore conducted two rounds of ‘Lipton Moments’ contest in October, asking its fans to share their Lipton moments photos on Instagram using the hashtag #LiptonMomentsSG and this
engaged well with its fans.
As a result, Lipton Singapore garnered an average Engagement Score of 90, which is more than 3 times the sector average
of 29.
Comparing Top Retail Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Oakley Singapore 13,135 6.3 % 9.9 % 73 234 85 -
Courts SG 145,304 11 % 3.6 % 97 12 65 81.5 %
IKEA Singapore 120,731 4.4 % 2.5 % 33 24 306 5.9 %
LEGO (Singapore) 36,898 4 % 10.2 % 33 73 29 58.6 %
Nike Running Singapore
56,744 2.1 % 3.4 % 13 93 - -
October 2013
Oakley – Win A Oakley Oakley ran a series of ‘Win An Oakley’ contests in October asking its Facebook fans to ‘Like’, ‘Share’ and ‘Tag a Friend’ to be able participate in the contest. These contests generated huge amounts buzz for the brand
with an average engagement score of 234, which is more than 6 times the sector average of 34.
The “Win A Oakley’ related posts garnered an average Engagement
Score of 617 against 22 posts, becoming the most engaging type of content among the 73 admin posts.
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
October 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
Marina Bay Sands 9,428 2.9 % 223 86 34 100 5:01:55
FS Singapore 3,041 2.3 % 54 86 102 1 5:58:53
Mandarin Oriental
1,115 2.6 % 78 21 1 2 3:15:12
Fullerton Hotels 836 3.3 % 290 7 1 3 21:50:23
InterContinental Singapore
644 3.2 % 79 21 4 6 22:16:22
Comparing Top Hospitality Brands
October 2013
Marina Bay Sands - #fidefw & #mbsfashionweek
Marina Bay Sands tweeted extensively about the MBS Fashion Week in October using #fidefw and #mbsfashionweek, which were the most used hashtags by the brands and its followers.
As a result, Marina Bay Sands garnered an overall average
Engagement Score of 223, which is more than twice the sector average
of 83.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Harvey Norman SG 54 61.5 % 697 28 14 13 3:31:19
H&M Singapore 16,436 -0.35 % 199 40 31 8 7:42:43
Courts SG 2,411 -0.78 % 18 38 - - -
Nike Singapore
5,844 1.4 % 185 19 - - -
Oakley Singapore 65 4.8 % 333 49 - - -
Comparing Top Retail Brands
October 2013
H&M – Isabel Marant Collection
H&M’s tweets about the Isabel Marant Collection engaged well with its followers in October. #hmisabelmarant was the most and engaging hashtag with an Engagement Score of 145.
The number of mentions of the hashtag #hmisabelmarant peaked on October 24th – the day of the ‘Isabel
Marant Pour HM’ launch party.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
DBS Bank 4,261 11.8 % 628 57 665 - 13:50:16
MasterCard Singapore
453 5.3 % 364 44 1 9 1:53:55
Frank by OCBC 1,056 5.7 % 85 40 28 15 18:11:12
Comparing Top Banking and Finance Brands
October 2013
DBS Bank - #askdbs
#askdbs was extensively used by DBS Singapore to encourage its followers to ask any questions related to general banking. As a result, #askdbs was the most used and engaging hashtag for the
brand in October with an Engagement Score of 121.
Out of DBS Singapore’s 722 tweets, 92% were replies to
follower queries.
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
October 2013
SO
A closer Look at Selected Top
Brands
Samsung Singapore
Galaxy Note3 + Gear – Design Your Life
Samsung Singapore’s Galaxy Note3 + Gear video was the most watched video on its channel with
more than 36,000 views.
Nokia Singapore
Lumia 1020 – with 41MP Camera Sensor
Nokia Singapore’s video about its new Lumia 1020 model garnered 21,599 views in October
to become the most watched video on its channel.
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