Brands can amplify product launches as well as campaigns on social media, and this is exactly what Tiger Beer did with the “Tiger Radler Launch” campaign. From Ferrero Rocher’s “RocherGoldenTree” and John Little’s “Guess the Price” contest on Facebook, to H&M’s Christmas Sale on Twitter, there were quite a few brands that leveraged Christmas and the accompanying merriment. Also, TigerAir Singapore received remarkable engagement on Twitter with their Friend Fly Free contest, where in honor of the new year, 2014 tickets could be won

1. Top Singaporean Brands on Social Media – December 2013
analyzed by

3. ANALYSIS OF
BRANDS ON
SO
FACEBOOK
Fans, Conversations, Engagement,
Campaigns, etc...

4. Sector Leaders in Singapore
(Based on the Unmetric Score for Facebook)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Personal Care
Banking
Restaurant & Café
Consumer Electronics
Retail
Hospitality
Travel & Tourism
December 2013
Brand

5. A closer look
into these
sectors & brands

6. Comparing Top Alcoholic Beverage Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
2.96 %
25
74
14
14.29%
-0.64 %
1.37%
17
74
3
-
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%
Total Fans
Fan Growth
Tiger Beer
Singapore
76,750
6.91%
Johnnie Walker
Singapore
67,027
Guinness
Singapore
December 2013

7. 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.
Tiger Beer Singapore had an
engagement score of 74, while
the sector average was just 49.
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.

8. Comparing Top Food and Beverage Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
8.14%
14
282
10
30%
13.1%
5.04%
34
219
54
-
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
-
-
Total Fans
Fan Growth
Ferrero Rocher
Singapore
50,621
5.41%
Cornetto Singapore
31,206
MILO Singapore
December 2013

9. 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

10. Comparing Top Retail Chain Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
2.22%
50
72
21
19.05%
5.48%
2.72%
61
11
24
8.33%
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%
Total Fans
Fan Growth
John Little
Singapore
26,065
2.59%
TANGS
69,659
Go.BestDenki
Singapore
December 2013

11. 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.

12. ANALYSIS OF
BRANDS ON
TWITTER
Followers, Customer Service Metrics,
Campaigns, etc...

13. Sector Leaders in Singapore
(Based on the Unmetric Score for Twitter)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Personal Care
Banking
Restaurant & Café
Consumer Electronics
Retail
Hospitality
Travel & Tourism
December 2013
Brand

14. A closer look
into these
sectors & brands

15. Comparing Top Retail Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
-
December 2013

16. H&M Singapore – Christmas Sale
H&M launched their Christmas Sale, resulting in an engagement score
which was more than 14 times the average score of the sector
The tweet on December 10th
launching the Christmas Sale
amassed an engagement score of
1000, the highest for the brand

17. Comparing Top Hospitality Brands
Brand Name
Total Followers
Followers
Growth
Number of Tweets
Engagement
Score
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
December 2013

18. 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

19. Comparing Top Aviation Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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%
-
-
-
-
-
December 2013

20. 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.
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
@TigerairSG had an average engagement
score of 118 while the sector average was
just 65

21. ANALYSIS OF
BRANDS ON
YOUTUBE
SO
Views, Shares, Uploads, Top Video, etc...

22. Sector Leaders in Singapore
(Based on the Unmetric Score for YouTube)
Sector
Brand
Sector
Aviation
Restaurant & Café
Banking
Retail
Consumer
Electronics
Hospitality
Mobiles & Handhelds
Retail Chains
December 2013
Brand

23. A closer look
at selected top
brands
SO

24. KinderBueno Singapore
“15s ENG Spore”
The ‘15 ENG Spore’ video had the
highest viewership for the brand with
more than 16,000 views
KinderBueno Singapore had a views growth
rate that was more than 19 times the sector
average

25. 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

26. THANK YOU
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