Volkswagen’s “Tag the Wagen” generated lots of buzz on Facebook, as did Pan Pacific’s #EdgeFoodTheater campaign on Twitter. Ikea Singapore’s “Unwrap Christmas Auntie” video and Marina Bay Sands’ “UFC Fight Night” gained major viewership. Take a look at this report for a deeper look in to the life of Singaporean brands and their liaison with social media.

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

5. A closer look
into these
sectors & brands

6. Comparing Top Automotive Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
12.9 %
64
94
27
44.4 %
55.5 %
16.2 %
27
105
-
-
23,993
0.23 %
1.9 %
38
31
7
50 %
Lexus Singapore
2,268
1.7 %
5.9 %
31
72
6
-
Chrysler Jeep of
Singapore
20,057
5%
2.1 %
11
36
-
-
Total Fans
Fan Growth
Volkswagen
Singapore
20,196
58.6 %
Audi Singapore
16,609
Kia Singapore
November 2013

7. Volkswagen Singapore – ‘Tag the Wagen’ Contest
Volkswagen Singapore, in collaboration with Lego, ran the ‘Tag the Wagen’ contest between 16th
November and 1st December, which generated lots of buzz for the brand.
The number of fans and the number of people
talking about the brand peaked during the time
period of the contest.
The brand grew it fan base by 58.6% in
November, which is more than 16 times the
sector average of 3.6%

8. Comparing Top Banking & Finance Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
7.6 %
17
135
-
-
4.6 %
7.5 %
-
-
2
50%
48,460
5.3 %
4.2 %
47
52
-
-
Citibank Singapore
68,484
1.4 %
1.5 %
36
29
175
66.9 %
MasterCard
(Singapore)
39,716
7.5 %
6.4 %
30
73
-
-
Total Fans
Fan Growth
Visa Singapore
41,248
18.6 %
DBS Bank
138,128
Maybank
November 2013

9. Visa Singapore – Christmas Promotion
Visa Singapore posted around its Christmas promotion deals and online offers on its Facebook
page in November. These posts engaged the best with its fans.
As a result, Visa Singapore garnered an
average engagement score of 135, which is
more than 4 times the sector average of
31.
Visa Singapore also ramped up its fan base much faster in
November with a growth rate of 18.6%, which is more than 7
times the sector average of 2.6%

10. Comparing Top Personal Care Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
3.1 %
30
103
23
69.5 %
7.6 %
13.1 %
32
130
4
25 %
22,377
18.3 %
5.7 %
15
94
10
70 %
Lancôme
(Singapore)
37,510
2.2 %
3.3 %
23
77
-
-
Revlon Singapore
7,516
12.4 %
3.5 %
27
114
-
-
Total Fans
Fan Growth
Laneige
(Singapore)
33,852
3.6 %
Olay Singapore
8,957
Neutrogena
Singapore
November 2013

11. Laneige Singapore – Winterland Collection
Laneige Singapore’s updates around its ‘Winterland Collection’ like the ‘Winterland Party’, Winterland Gift
set’ and ‘Winterland Beauty Fair’ engaged well with fans in November.
As a result, Laneige’s saw an average
engagement score of 103, which is more
than 4 times the sector average of 22.

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
November 2013
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
PanPacific
Singapore
384
16.7 %
469
35
2
57
4:46:04
Marina Bay Sands
9,671
2.6 %
156
57
40
35
6:45:37
3,100
2.2 %
57
105
78
3
4:22:17
Mandarin Oriental
1,171
3.9 %
158
22
3
3
15:08:58
InterContinental
Singapore
657
2.5 %
65
21
7
8
7:02:13
FS Singapore
November 2013

16. PanPacific Singapore - #EdgeFoodTheater
PanPacific Singapore gave away dinning vouchers in a Twitter contest, between 8th and 13th November,
asking its followers to follow its handle and retweet using the hashtag #EdgeFoodTheater. As a result,
#EdgeFoodTheater became the most used and most engaging hashtag for the brand in November with
an engagement score of 973.
The usage of the hashtag #EdgeFoodTheater
peaked on the 8th November when the contest
was announced.
PanPacific Singapore garnered an overall
engagement score of 469, which is 6 times
the sector average of 77.

17. Comparing Top Food/Beverage Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Magnum Singapore
2,433
45.3 %
1,000
28
4
1
4:42:10
Cadbury Diary Milk
1,491
2%
59
34
3
2
48:18:06
Coca-Cola
Singapore
2,206
0.46 %
0
-
-
-
-
November 2013

18. Magnum Singapore – #MagnumSG
Magnum Singapore asked its followers to guess the next location of its Magnum Singapore Pleasure
store by retweeting and replying along with the hashtag #MagnumSG. The tweets around the contest
engaged the best with its followers in November and #MagnumSG was the most engaging hashtag with
an engagement score of 1,000.
As a result, Magnum Singapore overall
average engagement score on Twitter was
1,000, which is 15 times the sector
average of 63.

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
63,894
8.6 %
168
27
225
3
3:03:49
AirAsia Singapore
12,293
2.4 %
24
229
15
12
4:29:29
TigerAir Singapore
30,774
4.1 %
148
62
70
-
36:27:55
KLM Singapore
4,546
1.1%
80
21
5
-
29:57:20
November 2013

20. Singapore Airlines - #TravelSkills
Singapore Airlines hosted the #TravelSkills Twitter chat on the 22nd November and this generated
lots of buzz for the brand. #TravelSkills was the most used hashtag by the brand and its followers.
Mentions of @SingaporeAirlines peaked on
the 22nd November during the #TravelSkills
Twitter chat.

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
November 2013
Brand

23. A closer Look at
Selected Top
Brands
SO

24. IKEA Singapore
Unwarp Christmas ‘Auntie’
IKEA Singapore’s ‘Unwrap Christmas Auntie’ was the
most watched video on its channel in November
with more than 53,000 views

25. Marina Bay Sands
UFC Fight Night Singapore #MBUFC
Marina Bay Sands’ “UFC Fight Night’ video
garnered more than 56,000 views on its
channel in November.

26. THANK YOU
Please contact us at
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for more information
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