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.

1. Top Singaporean Brands on Social Media – October 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
October 2013
Brand

5. A closer look
into these
sectors & brands

6. Comparing Top Aviation Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
6.7 %
13
31
325
42.2 %
4.4 %
2.8 %
105
26
361
13.3%
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
-
-
Total Fans
Fan Growth
Singapore Airlines
510,709
9.9 %
FlyScoot
312,783
AirAsia Singapore
October 2013

7. 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.

8. Comparing Top Food/Beverage Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
1.6 %
40
18
21
66.7 %
8.6 %
2.9 %
28
25
7
14.3 %
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
-
-
Total Fans
Fan Growth
MILO Singapore
192,701
4.6 %
Nescafe Singapore
99,035
Ben & Jerry’s
(Singapore)
October 2013

9. 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.

10. Comparing Top Retail Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
9.9 %
73
234
85
-
11 %
3.6 %
97
12
65
81.5 %
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
-
-
Total Fans
Fan Growth
Oakley Singapore
13,135
6.3 %
Courts SG
145,304
IKEA Singapore
October 2013

11. 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.

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
Aviation
Personal Care
Banking
Restaurant & Café
Consumer Electronics
Retail
Hospitality
October 2013
Food & Beverages
Travel & Tourism
Brand

14. A closer look
into these
sectors & brands

15. Comparing Top Hospitality Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
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
Mandarin Oriental
October 2013

16. 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.

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

18. 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.

19. Comparing Top Banking and Finance Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
October 2013

20. 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.

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
October 2013
Brand

23. A closer Look at
Selected Top
Brands
SO

24. 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.

25. 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.

26. THANK YOU
Please contact us at
info@unmetric.com
for more information
About Unmetric :
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and driving down costs by creating more efficient social media teams.