social media audit - south africa's top beer brands
TRANSCRIPT
Social Media Audit
South Africa’s Top Beer Brandsn n
1. Heineken
2. Castle Lite
3. Hansa Pilsener
4. Windhoek
5. Carling Black Label
6. Amstel Lager
7. Castle Lager
8. Miller Genuine Draft
9. Castle Milk Stout
Beers __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Source: Sunday Times Brand Survey
• 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.
Introduction __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• 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.
Glossary N__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
qqqqqqqqqqqqqqqqq
Fans: 16 070 346
People Talking About This: 214 262
qqqqqqqqqqqqqqqqq
Most Popular City: Mexico City
Most Popular Age Group: 18 - 34
220 000 people in South Africa are mentioning Heineken
q73% w25%
Facebook Mentions By
Gender
South African
Rest of theworld
Facebook Mentions: 20 300 000
Heineken f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Engagement rate: 1,3%
Time Frame: 1 – 30 November
*Heineken uses their Global Page
Heineken f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
3 427 329
2 152 977
788 257 711 383 686 131
142 000
Brazil Zimbabwe Botswana Nigeria Malawi South Africa
Fans
Countries
Location of Facebook Fansg
Time Frame: 1 – 30 November
qqqqqq
Followers: 3 109
@Heineken_SA mentions: 1 768
Most Popular Day: 29th Nov 2013
Location of Tweets in South Africa
j33% o67%
Device Used For Tweets
Cumulative Reach: 11,3 Million
748
831
189Original
Retweets
Replies
Web Mobile
“Heineken” Mentions: 3206
574289
45 3711
Tweets
Provinces
Profile Insights
Heineken t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
11734
5550
3466
17471192
#Heineken #Sharethesofa #StarClub #Heinekenliveacces #Heinekenstarclub
Tweets
Topics
Most popular Topics on TwitterP
Heineken t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Heineken t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Influencers tweeting Heineken
Time Frame: 1 – 30 November
qqqqqqqqq
Fans: 140 928
People Talking About This: 5 837
qqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q*% w*%
Facebook Mentions By
Gender
Facebook Mentions: *
Hansa Pilsener f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Engagement rate: 4,1%
*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 theworld
qqqqqq
Followers: 7 836
@Hansapilsener mentions: 599
Most Popular Day: 30th Nov 2013
Location of Tweets in South Africa
j19% o81%
Device Used For Tweets
Cumulative Reach: 1,5 Million
253
251
91Original
Retweets
Replies
Web Mobile
“Hansa pilsener” mentions: 32
18585
20 18 15
Gauteng KZN WesternCape
Limpopo Free State
Tweets
Provinces
Profile Insights
Hansa Pilsener t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
1217 1191
79 49 40
#Hansa #KickstartingSA #dreamersnight #Vuyo #Raiseahansa
Tweets
Topics
Most popular Topics on TwitterP
Hansa Pilsener t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Hansa Pilsener t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Influencers tweeting Hansa Pilsener
qqqqqqqqqqqq
Fans: 246 004
People Talking About This: 1 554
qqqqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q94% w6%
Facebook Mentions By
Gender
Facebook Mentions: 250 000
Castle Lite f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Time Frame: 1 – 30 November
200 000 people in South Africa are mentioning Castle Lite
South African
Rest of theworld
Engagement rate: 0,6%
Page Insights
232 036
3 4281 715 1 219 1 003
South Africa Botswana Zimbabwe Swaziland Zambia
Fans
Countries
Location of Facebook Fansg
Castle Lite f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
qqqqqq
Followers: 14 225
@Castle_Lite mentions: 929
Most Popular Day: 6th Nov 2013
Location of Tweets in South Africa
j27% o73%
Device Used For Tweets
Cumulative Reach: 5,1 Million
459
315
155Original
Retweets
Replies
Web Mobile
“Castle Lite” Mentions: 2 741
273129 82
3315
Gauteng WesternCape
KZN Free State EasernCape
Tweets
Provinces
Profile Insights
Castle Lite t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
3118
387156 126 40
#Cruelsummerpicnic #Extracoldsummer #Summersoltice #Tapintofreshness #Cubanavibes
Tweets
Topics
Most popular Topics on TwitterP
Castle Lite t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Castle Lite t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Influencers tweeting Castle Lite
qqqqqqqqqqqq
Fans: 52 645
People Talking About This: 819
qqqqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q55% w45%
Facebook Mentions By Gender
Facebook Mentions: 187 000
Windhoek Beer f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
162 000 people in South Africa are mentioning Windhoek
South African
Rest of theworld
Engagement rate: 1,5%
Time Frame: 1 – 30 November
Followers: 532
@Windhoek_beer mentions: 118
Most Popular Day: 23rd Nov 2013
Location of Tweets in South Africa
j17% o83%
Device Used For Tweets
Cumulative Reach: 167 975
44
50
24Original
Retweets
Replies
Web Mobile
Windhoek Beer Mentions: 157
1610
63
2
Gauteng WesternCape
NorthWest
Free State EasernCape
Tweets
Provinces
Profile Insights
Windhoek Beer t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
8068
1021539
#Keepitreal #Windhoek #Sables
Tweets
Topics
Most popular Topics on TwitterP
Windhoek Beer t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Windhoek Beer t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Influencers tweeting Windhoek Beer
qqqqqqqqqq
Fans: 173 898
People Talking About This: 2 595
qqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q95% w5%
Facebook Mentions By
Gender
Facebook Mentions: 496 000
Carling Black Label f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Engagement rate: 1,4%
200 000 people in South Africa
are mentioning Carling Black Label
South African
Rest of theworld
Time Frame: 1 – 30 November
Page Insights
165 851
1 5581 097 732 587
South Africa Botswana Zimbabwe United Kingdom United States
Fans
Countries
Location of Facebook Fansg
Carling Black Label f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
qqqqqq
Followers: 7 278
@BlackLabelSa mentions: 415
Most Popular Day: 1st Nov 2013
Location of Tweets in South Africa
j24% o76%
Device Used For Tweets
Cumulative Reach: 657 426
160
164
91Original
Retweets
Replies
Web Mobile
“Carling Black Label” Mentions: 645
12666
17 158
Gauteng WesternCape
NorthWest
Free State EasernCape
Tweets
Provinces
Profile Insights
Carling Black Label t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
23 365
6494 5815
3169 2785
#Upthebucs #Aclfinal #bucsincairo #Bookmarks2013 #Oncelaways
Tweets
Topics
Most popular Topics on TwitterP
Carling Black Label t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Carling Black Label t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Influencers tweeting Carling Black Label
qqqqqqqqqq
Fans: 215 448
People Talking About This: 950
qqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q85% w15%
Facebook Mentions By
Gender
Facebook Mentions: 215 000
Castle Lager f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
184 000 people in South Africa are mentioning Castle Lager
South African
Rest of theworld
Engagement rate: 0,4%
Time Frame: 1 – 30 November
Page Insights
208 164
1521 954 583 446
South Africa Zimbabwe United Kingdom United States Swaziland
Fans
Countries
Location of Facebook Fansg
Castle Lager f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
qqqqqq
Followers: 11 079
@CastleLager mentions: 937
Most Popular Day: 17th Nov 2013
Location of Tweets in South Africa
j24% o76%
Device Used For Tweets
Cumulative Reach: 6,7 Million
233
528
176Original
Retweets
Replies
Web Mobile
“Castle Lager” Mentions: 1 117
217 12452 47
16
Gauteng WesternCape
FreeState
KZN EasernCape
Tweets
Provinces
Profile Insights
Castle Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
9 6309191
5944 5 794
1 492
#Springboks #Bafana #Pureprotea #Proteafire #Proteas500
Tweets
Topics
Most popular Topics on TwitterP
Castle Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Castle Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Influencers tweeting Castle Lager
qqqqqqqqqqqq
Fans: 161 858
People Talking About This: 4 325
qqqqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 24 q80% w20%
Facebook Mentions By
Gender
Facebook Mentions: 819 000
Amstel Lager f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Engagement rate: 2,6%
36 000 people in South Africa are mentioning Amstel Lager
South African
Rest of theworld
Time Frame: 1 – 30 November
Page Insights
155 897
681 493 401 389
South Africa Brazil Greece United Kingdom Swaziland
Fans
Countries
Location of Facebook Fansg
Amstel Lager f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
qqqqqq
Followers: 1 040
@AmstelSA mentions: 1 589
Most Popular Day: 27th Nov 2013
Location of Tweets
j37% o63%
Device Used For Tweets
Cumulative Reach: 2,1 Million
476
839
274Original
Retweets
Replies
Web Mobile
“Amstel Lager” Mentions: 129
259 203 154 6214
Tweets
Provinces
Profile Insights
Amstel Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
957903
357
132
#Amstelqt #takeyourtime #weekendvibes #Amstelcompetition
Tweets
Topics
Most popular Topics on TwitterP
Amstel Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Amstel Lager t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Influencers tweeting Amstel Lager
qqqqqq
Fans: 9 179
People Talking About This: 63
qqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34 q87% w28%
Facebook Mentions By
Gender
Facebook Mentions: 196 000
Miller Genuine Draft f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
Engagement rate: 0,6%
Fewer than 1 000 people in
South Africa are mentioning Miller Genuine Draft
South African
Rest of theworld
Time Frame: 1 – 30 November
Page Insights
8 745
7844 25 24
South Africa United States United Kingdom Botswana Australia
Fans
Countries
Location of Facebook Fansg
Miller Genuine Draft f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
qqqqqq
Followers: 6 709
@MGD_SA mentions: 1 117
Most Popular Day: 20th Nov 2013
Location of Tweets In South Africa
j24% o76%
Device Used For Tweets
Cumulative Reach: 4 Million
455
550
176Original
Retweets
Replies
Web Mobile
“Miller Genuine Draft” Mentions: 586
48880 58 57
9
Tweets
Provinces
Profile Insights
Miller Genuine Draft t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
3390
2905
737
358173
#sahha2013 #millertime #goldenmoments Stayfreshsaturdays #millerboomtown
Tweets
Topics
Most popular Topics on TwitterP
Miller Genuine Draft t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Miller Genuine Draft t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Influencers tweeting Miller Genuine Draft
Time Frame: 1 – 30 November
qqqqqqqqqqqq
Fans: 24 383
People Talking About This: 891
qqqqqqqqqqqq
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34 q*% w*%
Facebook Mentions By
Gender
Facebook Mentions:*
Castle Milk Stout f__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Page Insights
* people in South Africa are mentioning Castle Milk Stout
South African
Rest of theworld
Engagement rate: 3,5%
Time Frame: 1 – 30 November
qqqqqq
Followers: 2 760
@CastleMilkStout mentions: 1 891
Most Popular Day: 29th Nov 2013
Location of Tweets
j20% o80%
Device Used For Tweets
Cumulative Reach: 2,1 Million
779
691
421Original
Retweets
Replies
Web Mobile
“Castle Milk Stout” Mentions: 360
734 168 70 35 16
Tweets
Provinces
Profile Insights
Castle Milk Stout t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
4328
1690
506260
43
#Partypeople #MaxwellSAtour #MaxwellWednesdays #cmsunplugged #musicforworms
Tweets
Topics
Most popular Topics on TwitterP
Castle Milk Stout t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Time Frame: 1 – 30 November
Profile Insights
Castle Milk Stout t__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Influencers tweeting Castle Milk Stout
Time Frame: 1 – 30 November
Benchmark fn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Facebook Fans
16 070 346
246 004215 448
13 615 1 300 140 928
52 64524383 9179
Heineken Castle Lite CastleLager
CarlingBlackLabel
AmstelLager
HansaPilsener
Windhoek Castle MilkStout
MillerGenuine
Draft
Fans
Beers
Number of Facebook Fans: SA Top Beer Brandsu
Q
Time Frame: 1 – 30 November
Benchmark fF__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
South African Facebook Fans
232 036
206 164
165 851155 897
142 000
8745
Castle Lite Castle Lager Carling BlackLabel
Amstel Lager Heineken Miller genuineDraft
Fans
Beers
Number of South African Facebook Fans: SA Top Beer Brandsu
Q
*Castle Milk Stout, Hansa & Windhoek data is not public on Facebook
Time Frame: 1 – 30 November
Benchmark fn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Engagement rate
4,1%
3,5%
2,6%
1,5% 1,4% 1,3%
0,6% 0,6%0,4%
Hansapilsener
CastleMilk Stout
Amstellager
Windhoek CarlingBlackLabel
Heineken Castle Lite MillerGenuine
Draft
CastleLager
Engagem
ent
Rate
Beers
Engagement Rate: SA Top Beer Brandst
Q
Time Frame: 1 – 30 November
Benchmark tn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Twitter Followers
14 225
11 076
7 8367278
6 709
3 109 2 760
1 040 532
Castle Lite CastleLager
HansaPilsener
Carlingblack Label
Millergenuine
Draft
Heineken Castle MilkStout
AmstelLager
Windhoek
Follo
wers
Beers
Number of Twitter Followers: SA Top Beer Brandsu
Q
Time Frame: 1 – 30 November
Benchmark tn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Twitter Mentions
1 8911 768
1 589
1117937 929
599
415
118
CastleMilk Stout
Heineken AmstelLager
MillerGenuine
Draft
CastleLager
Castle Lite HansaPilsener
CarlingBlackLabel
Windhoek
Mentions
Beers
Mentions: SA Top Beer Brandst
Q
Time Frame: 1 – 30 November
Time Frame: 1 – 30 November
f tHeineken Heineken Castle Lite
Castle Lite Castle lite Castle Lager
Hansa Pilsener Castle Lager Hansa Pisener
Windhoek
Lager/Light/DraughtCarling Black Label Carling Black Label
Carling Black Label Amstel Lager Miller Genuine Draft
Amstel Lager Hansa Pilsner Heineken
Castle Lager/Draught Windhoek Beer Castle Milk Stout
Miller Genuine Draft
(Millers)Castle Milk Stout Amstel Lager
Castle Milk Stout Miller Genuine Draft Windhoek Beer
Benchmark tn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Q
Top Beer brands Brand with most Fans Brand with the most Followers
Insights fn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
b
• 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 HansaPilsener.
• The least engaging Beer Brand on Facebook is Castle Lager.
Time Frame: 1 – 30 November
Insights tn__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
b
• 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
Recommendations
For strategic insights and recommendations, see the detailed report here:
http://info.zasocialmedia.com/social-media-audit-top-south-african-beer-brands
Tel: (011) 321 0201
www.zasocialmedia.com
f
t
Sources: Social Bakers, Facebook, Twitter & Topsy