This document analyzes social media engagement for alcohol brands in Singapore. It ranks brands' Facebook pages based on a KRDS Engagement Score, which calculates engagement based on likes, shares, and comments relative to the number of page fans. Tiger Beer, Guinness, and Johnnie Walker had the most fans. The top posts for brand-specific, promotional, and generic content are also reported. The methodology and key performance indicators are explained to benchmark page performance.

1. Post Podium
Alcohol Brands
March 2014, Singapore

2. Methodology

3. (No. of Likes on Post P) + 2 (No. of Shares of Post) + 5 (No. of Comments on Post)
No. of Fans of Page
KRDS Engagement Score on Post
) x 1000
This calculation is based on the following assumptions:
• Fans like posts most frequently
• Fans share posts less frequently
• Fans comment on posts rarely
We multiply by 1000 for legibility
Final note: The ideal engagement rate would have the reach (number of people who actually saw the post) as the denominator,
but since it's not a publicly available figure, using the number of fans is the best we can do the benchmark pages against each other.
Introduction
We have ranked all the posts published on alcohol brand pages in Singapore using the KRDS Engagement Score.

4. Tiger Beer Singapore
Fans: 79,000
Guinness Singapore
Fans: 71,000
Johnnie Walker Singapore
Fans: 70,000
Cointreau Singapore
Fans: 66,000
Chivas Singapore
Fans: 23,000
Belvedere Singapore
Fans: 19,000
Budweiser Singapore
Fans: 18,000
Jack Daniels Singapore
Fans: 17,000
Jägermeister Singapore
Fans: 9,000
Brands Considered in March

5. Moët & Chandon Singapore
Fans: 7,000
Absolut Singapore
Fans: 7,000
Stella Artois Singapore
Fans: 5,000
Hoegaarden Singapore
Fans: 4,000
Kirin Beer Singapore
Fans: 4,000
Jim Beam Singapore
Fans: 1,000
Maker’s Mark Singapore
Fans: 1,000
Brands Considered in March

6. Top 5 Brand Specific Posts
Content that is unique to the particular brand, including events, slogans, and product
information

7. KRDS Engagement Score
33.9
Fans:70,000

8. KRDS Engagement Score
30.8
Fans:4,000

9. KRDS Engagement Score
21.8
Fans:17,000

10. KRDS Engagement Score
19.4
Fans:70,000

11. KRDS Engagement Score
15.9
Fans:70,000

12. Top 5 Promotional Posts
Content to publicize product promotions and discounts

13. KRDS Engagement Score
65.5
Fans:66,000

14. KRDS Engagement Score
29.3
Fans:66,000

15. KRDS Engagement Score
26.6
Fans:66,000

16. KRDS Engagement Score
26.4
Fans:66,000

17. KRDS Engagement Score
24.9
Fans:66,000

18. Top 5 Generic Posts
Content aimed at driving engagement that could be posted to the page of any brand

19. KRDS Engagement Score
37.8
Fans:70,000

20. KRDS Engagement Score
16.6
Fans:70,000

21. KRDS Engagement Score
16.1
Fans:70,000

22. KRDS Engagement Score
13.2
Fans:70,000

23. KRDS Engagement Score
13.0
Fans:4,000

24. Preetham Venkky
Business Head – Asia
Digital Strategist
preetham.venkky@krds.com
+65 8354 3326
www.krds.sg feed.krds.com twitter.com/KRDS facebook.com/KRDS