A Social Media Audit Report of the top South African Beer brands.

1. n
n
Social Media Audit
South Africa’s Top Beer Brands

2. Beers
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Source: Sunday Times Brand Survey
1.
2.
3.
4.
5.
6.
7.
8.
9.
Heineken
Castle Lite
Hansa Pilsener
Windhoek
Carling Black Label
Amstel Lager
Castle Lager
Miller Genuine Draft
Castle Milk Stout

3. Introduction
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• This is a Social Media Audit of the Top Beer Brands in South
Africa from the annual Sunday Times Top Brands survey .
• The time frame of the audit was from 1st November – 30th
November 2013.
• The Social Media Channels analyzed for the audit are
Facebook & Twitter
• The criteria used to assess the performance of the Beer
Brands on Facebook: Engagement, Fan Growth and
Mentions.
• The criteria used to assess the performance of the Beer
Brands on Twitter: Engagement, Fan Growth and Cumulative
reach.

4. Glossary
N
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• People Talking About This (PTAT) - The number of people talking about your
Facebook Page, by story type. (Unique Users)
• Fans: The total number of people who have liked your Page.
• Facebook Mentions: The number of people in South Africa who mentioned any
of the channel anywhere on Facebook.
• Cumulative Reach: refers to the number of people that are reached from
exposure to a tweet.
• Original Tweets: refer to tweets composed by individuals, containing the @name.
• ReTweets: Tweets that users decide to re-share with their own followers.
• Replies: refer to responses to a tweet, containing the @mention of the original
tweet composer.
• Influencer - A person or a group of people who possess greater than average
potential to influence due to attributes such as personal persuasiveness.

5. Heineken
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 16 070 346
qqqqqqqqqqqqqqqqq
People Talking About This: 214 262
qqqqqqqqqqqqqqqqq
Engagement rate: 1,3%
Most Popular City: Mexico City
Most Popular Age Group: 18 - 34
Facebook Mentions: 20 300 000
*Heineken uses their Global Page
Time Frame: 1 – 30 November
220 000 people in South Africa
are mentioning Heineken
South African
Rest of the
world
Facebook Mentions By
Gender
q73% w25%

6. Heineken
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
g Location of Facebook Fans
3 427 329
Fans
2 152 977
788 257
711 383
686 131
142 000
Brazil
Zimbabwe
Time Frame: 1 – 30 November
Botswana
Nigeria
Countries
Malawi
South Africa

7. Heineken
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Location of Tweets in South Africa
Followers: 3 109
574
45
Tweets
qqqqqq
289
37
@Heineken_SA mentions: 1 768
189
748
831
Original
Retweets
Replies
“Heineken” Mentions: 3206
Most Popular Day: 29th Nov 2013
Cumulative Reach: 11,3 Million
Time Frame: 1 – 30 November
Provinces
Device Used For Tweets
j33% o67%
Web
Mobile
11

8. Heineken
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P Most popular Topics on Twitter
Tweets
11734
5550
3466
1747
#Heineken
#Sharethesofa
#StarClub
Topics
Time Frame: 1 – 30 November
#Heinekenliveacces
1192
#Heinekenstarclub

9. Heineken
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Heineken
Time Frame: 1 – 30 November

10. Hansa Pilsener
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 140 928
qqqqqqqqq
People Talking About This: 5 837
qqqqqqqqq
Engagement rate: 4,1%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: *
*Facebook mentions data is not public on Facebook
Time Frame: 1 – 30 November
* people in South Africa are
mentioning Hansa Pilsener
South African
Rest of the
world
Facebook Mentions By
Gender
q*% w*%

11. Hansa Pilsener
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Location of Tweets in South Africa
Followers: 7 836
qqqqqq
@Hansapilsener mentions: 599
91
253
251
Original
Retweets
Replies
“Hansa pilsener” mentions: 32
Most Popular Day: 30th Nov 2013
Cumulative Reach: 1,5 Million
Time Frame: 1 – 30 November
Tweets
185
85
20
Gauteng
KZN
18
Western Limpopo Free State
Cape
Provinces
Device Used For Tweets
j19% o81%
Web
15
Mobile

12. Hansa Pilsener
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P
1191
Tweets
1217
Most popular Topics on Twitter
79
#Hansa
#KickstartingSA
Time Frame: 1 – 30 November
49
40
#dreamersnight
Topics
#Vuyo
#Raiseahansa

13. Hansa Pilsener
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Hansa Pilsener
Time Frame: 1 – 30 November

14. Castle Lite
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 246 004
qqqqqqqqqqqq
People Talking About This: 1 554
qqqqqqqqqqqq
Engagement rate: 0,6%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: 250 000
Time Frame: 1 – 30 November
200 000 people in South Africa
are mentioning Castle Lite
South African
Rest of the
world
Facebook Mentions By
Gender
q94% w6%

15. Castle Lite
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans
232 036
g Location of Facebook Fans
3 428
South Africa
Time Frame: 1 – 30 November
Botswana
1 715
1 219
1 003
Zimbabwe
Countries
Swaziland
Zambia

16. Castle Lite
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 14 225
Location of Tweets in South Africa
273
@Castle_Lite mentions: 929
155
459
315
Original
Retweets
Replies
“Castle Lite” Mentions: 2 741
Most Popular Day: 6th Nov 2013
Cumulative Reach: 5,1 Million
Time Frame: 1 – 30 November
Tweets
qqqqqq
129
Gauteng
Western
Cape
82
KZN
33
Free State Easern
Cape
Provinces
Device Used For Tweets
j27% o73%
Web
15
Mobile

17. Castle Lite
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P
Most popular Topics on Twitter
Tweets
3118
387
156
#Cruelsummerpicnic
#Extracoldsummer
126
40
#Summersoltice
#Tapintofreshness
#Cubanavibes
Topics
Time Frame: 1 – 30 November

18. Castle Lite
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Castle Lite
Time Frame: 1 – 30 November

19. Windhoek Beer
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 52 645
qqqqqqqqqqqq
People Talking About This: 819
qqqqqqqqqqqq
Engagement rate: 1,5%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: 187 000
Time Frame: 1 – 30 November
162 000 people in South Africa
are mentioning Windhoek
South African
Rest of the
world
Facebook Mentions By Gender
q55% w45%

20. Windhoek Beer
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 532
qq
@Windhoek_beer mentions: 118
24
44
50
Original
Retweets
Replies
Windhoek Beer Mentions: 157
Most Popular Day: 23rd Nov 2013
Cumulative Reach: 167 975
Time Frame: 1 – 30 November
Tweets
Location of Tweets in South Africa
16
Gauteng
10
Western
Cape
6
3
North Free State Easern
West
Cape
Provinces
Device Used For Tweets
j17% o83%
Web
2
Mobile

21. Windhoek Beer
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P
Tweets
8068
Most popular Topics on Twitter
1021
#Keepitreal
Time Frame: 1 – 30 November
#Windhoek
Topics
539
#Sables

22. Windhoek Beer
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Windhoek Beer
Time Frame: 1 – 30 November

23. Carling Black Label
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 173 898
qqqqqqqqqq
People Talking About This: 2 595
qqqqqqqqqq
Engagement rate: 1,4%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: 496 000
Time Frame: 1 – 30 November
200 000 people in South Africa
are mentioning Carling Black
Label
South African
Rest of the
world
Facebook Mentions By
Gender
q95% w5%

24. Carling Black Label
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
g Location of Facebook Fans
Fans
165 851
1 558
South Africa
Botswana
Time Frame: 1 – 30 November
1 097
732
587
Zimbabwe
Countries
United Kingdom
United States

25. Carling Black Label
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 7 278
Location of Tweets in South Africa
qqqqqq
126
91
160
164
Original
Retweets
Replies
“Carling Black Label” Mentions: 645
Most Popular Day: 1st Nov 2013
Cumulative Reach: 657 426
Time Frame: 1 – 30 November
Tweets
@BlackLabelSa mentions: 415
66
17
Gauteng
Western
Cape
15
North Free State Easern
West
Cape
Provinces
Device Used For Tweets
j24% o76%
Web
8
Mobile

26. Carling Black Label
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P
Most popular Topics on Twitter
Tweets
23 365
6494
5815
3169
#Upthebucs
Time Frame: 1 – 30 November
#Aclfinal
#bucsincairo
Topics
2785
#Bookmarks2013
#Oncelaways

27. Carling Black Label
t
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Profile Insights
Influencers tweeting Carling Black Label

28. Castle Lager
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 215 448
qqqqqqqqqq
People Talking About This: 950
qqqqqqqqqq
Engagement rate: 0,4%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: 215 000
Time Frame: 1 – 30 November
184 000 people in South Africa
are mentioning Castle Lager
South African
Rest of the
world
Facebook Mentions By
Gender
q85% w15%

29. Castle Lager
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
g Location of Facebook Fans
Fans
208 164
1521
South Africa
954
583
446
Zimbabwe
United Kingdom
Countries
United States
Swaziland
Time Frame: 1 – 30 November

30. Castle Lager
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 11 079
Location of Tweets in South Africa
217
Tweets
qqqqqq
124
52
47
Free
State
KZN
16
@CastleLager mentions: 937
176
233
528
Original
Retweets
Replies
“Castle Lager” Mentions: 1 117
Most Popular Day: 17th Nov 2013
Cumulative Reach: 6,7 Million
Time Frame: 1 – 30 November
Gauteng Western
Cape
Easern
Cape
Provinces
Device Used For Tweets
j24% o76%
Web
Mobile

31. Castle Lager
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
9191
Tweets
9 630
P
Most popular Topics on Twitter
5944
5 794
1 492
#Springboks
#Bafana
Time Frame: 1 – 30 November
#Pureprotea
Topics
#Proteafire
#Proteas500

32. Castle Lager
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Castle Lager
Time Frame: 1 – 30 November

33. Amstel Lager
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 161 858
qqqqqqqqqqqq
People Talking About This: 4 325
qqqqqqqqqqqq
Engagement rate: 2,6%
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24
Facebook Mentions: 819 000
Time Frame: 1 – 30 November
36 000 people in South Africa
are mentioning Amstel Lager
South African
Rest of the
world
Facebook Mentions By
Gender
q80% w20%

34. Amstel Lager
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
g Location of Facebook Fans
Fans
155 897
681
South Africa
Time Frame: 1 – 30 November
493
401
389
Brazil
Greece
Countries
United Kingdom
Swaziland

35. Amstel Lager
t
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Profile Insights
Followers: 1 040
Location of Tweets
259
Tweets
qqqqqq
203
154
62
@AmstelSA mentions: 1 589
274
476
839
Original
Retweets
Replies
“Amstel Lager” Mentions: 129
Most Popular Day: 27th Nov 2013
Cumulative Reach: 2,1 Million
Time Frame: 1 – 30 November
Provinces
Device Used For Tweets
j37% o63%
Web
Mobile
14

36. Amstel Lager
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
903
Tweets
957
P
Most popular Topics on Twitter
357
132
#Amstelqt
#takeyourtime
#weekendvibes
Topics
Time Frame: 1 – 30 November
#Amstelcompetition

37. Amstel Lager
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Amstel Lager
Time Frame: 1 – 30 November

38. Miller Genuine Draft
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 9 179
qqqqqq
People Talking About This: 63
qqqqqq
Engagement rate: 0,6%
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
Facebook Mentions: 196 000
Time Frame: 1 – 30 November
Fewer than 1 000 people in
South Africa are mentioning Miller
Genuine Draft
South African
Rest of the
world
Facebook Mentions By
Gender
q87% w28%

39. Miller Genuine Draft
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
g Location of Facebook Fans
Fans
8 745
78
South Africa
United States
Time Frame: 1 – 30 November
44
25
24
United Kingdom
Countries
Botswana
Australia

40. Miller Genuine Draft
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 6 709
Location of Tweets In South Africa
488
Tweets
qqqqqq
80
58
57
@MGD_SA mentions: 1 117
176
455
550
Original
Retweets
Replies
“Miller Genuine Draft” Mentions: 586
Most Popular Day: 20th Nov 2013
Cumulative Reach: 4 Million
Time Frame: 1 – 30 November
Provinces
Device Used For Tweets
j24% o76%
Web
Mobile
9

41. Miller Genuine Draft
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
3390
P
Most popular Topics on Twitter
Tweets
2905
737
358
#sahha2013
#millertime
#goldenmoments
Topics
Time Frame: 1 – 30 November
Stayfreshsaturdays
173
#millerboomtown

42. Miller Genuine Draft
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Miller Genuine Draft
Time Frame: 1 – 30 November

43. Castle Milk Stout
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Fans: 24 383
qqqqqqqqqqqq
People Talking About This: 891
qqqqqqqqqqqq
Engagement rate: 3,5%
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
Facebook Mentions:*
Time Frame: 1 – 30 November
* people in South Africa are
mentioning Castle Milk Stout
South African
Rest of the
world
Facebook Mentions By
Gender
q*% w*%

44. Castle Milk Stout
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Followers: 2 760
Location of Tweets
734
Tweets
qqqqqq
168
70
35
@CastleMilkStout mentions: 1 891
421
779
691
Original
Retweets
Replies
“Castle Milk Stout” Mentions: 360
Most Popular Day: 29th Nov 2013
Cumulative Reach: 2,1 Million
Time Frame: 1 – 30 November
Provinces
Device Used For Tweets
j20% o80%
Web
Mobile
16

45. Castle Milk Stout
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
P
Tweets
4328
Most popular Topics on Twitter
1690
506
#Partypeople
#MaxwellSAtour
#MaxwellWednesdays
Topics
Time Frame: 1 – 30 November
260
#cmsunplugged
43
#musicforworms

46. Castle Milk Stout
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Profile Insights
Influencers tweeting Castle Milk Stout
Time Frame: 1 – 30 November

47. Q
fn
Benchmark
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Facebook Fans
u
Number of Facebook Fans: SA Top Beer Brands
Fans
16 070 346
246 004
215 448
13 615
1 300
140 928
52 645
Heineken Castle Lite
Castle
Lager
Carling
Black
Label
Amstel
Lager
Beers
Time Frame: 1 – 30 November
24383
9179
Hansa Windhoek Castle Milk Miller
Pilsener
Stout
Genuine
Draft

48. Q
Benchmark
f
F
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
South African Facebook Fans
232 036
u
Number of South African Facebook Fans:
SA Top Beer Brands
206 164
165 851
142 000
Fans
155 897
8745
Castle Lite
Castle Lager
Carling Black
Label
Amstel Lager
Beers
*Castle Milk Stout, Hansa & Windhoek data is not public on Facebook
Time Frame: 1 – 30 November
Heineken
Miller genuine
Draft

49. Q
Benchmark
fn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Engagement rate
4,1%
t
Engagement Rate: SA Top Beer Brands
Engagement Rate
3,5%
2,6%
1,5%
1,4%
1,3%
0,6%
Hansa
Castle
Amstel Windhoek Carling
pilsener Milk Stout lager
Black
Label
Beers
Time Frame: 1 – 30 November
Heineken Castle Lite
0,6%
Miller
Genuine
Draft
0,4%
Castle
Lager

50. Q
Benchmark
tn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Twitter Followers
14 225
u
Number of Twitter Followers: SA Top Beer Brands
Followers
11 076
7 836
7278
6 709
3 109
2 760
1 040
Castle Lite
Castle
Lager
Hansa
Carling
Miller
Pilsener black Label genuine
Draft
Beers
Time Frame: 1 – 30 November
Heineken Castle Milk
Stout
532
Amstel
Lager
Windhoek

51. Q
Benchmark
tn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Twitter Mentions
1 891
1 768
t
Mentions: SA Top Beer Brands
1 589
Mentions
1117
937
929
599
415
118
Castle Heineken
Milk Stout
Amstel
Lager
Miller
Genuine
Draft
Castle Castle Lite Hansa
Lager
Pilsener
Beers
Time Frame: 1 – 30 November
Carling Windhoek
Black
Label

52. Q
Benchmark
tn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Top Beer brands
Brand with most Fans
Brand with the most Followers
f
t
Heineken
Heineken
Castle Lite
Castle Lite
Castle lite
Castle Lager
Hansa Pilsener
Windhoek
Lager/Light/Draught
Carling Black Label
Castle Lager
Hansa Pisener
Carling Black Label
Carling Black Label
Amstel Lager
Miller Genuine Draft
Amstel Lager
Hansa Pilsner
Heineken
Castle Lager/Draught
Miller Genuine Draft
(Millers)
Castle Milk Stout
Windhoek Beer
Castle Milk Stout
Castle Milk Stout
Amstel Lager
Miller Genuine Draft
Windhoek Beer
Time Frame: 1 – 30 November

53. b Insights
fn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• Heineken is the Beer Brand with the most Facebook Fans.
• Heineken do not have a South African Facebook Page,
they use the Global page
• Miller Genuine Draft is the Beer Brand with the least
Facebook Fans.
• Castle Lite is the Beer Brand with the most South African
Facebook Fans.
• The most engaging Beer Brand on Facebook is Hansa
Pilsener.
• The least engaging Beer Brand on Facebook is Castle
Lager.
Time Frame: 1 – 30 November

54. b Insights
tn
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• Castle Lite is the Beer Brand with the most Twitter
Followers.
• Castle Milk Stout is the Beer Brand with the most
mentions on Twitter.
• Windhoek is the Beer Brand with the least
Followers and Mentions on Twitter.
• Gauteng is the most popular province amongst the
beers on Twitter.
• The source of engagement on Twitter are
Competitions and Events.
Time Frame: 1 – 30 November

55. Recommendations
For strategic insights and recommendations,
see the detailed report here:
http://info.zasocialmedia.com/social-mediaaudit-top-south-african-beer-brands

56. Tel: (011) 321 0201
www.zasocialmedia.com
WWW.info@zasocialmedia.com
f
t
Sources: Social Bakers, Facebook, Twitter & Topsy