Comparison of the

top 10 South African Insurers

on Facebook Q3-2016

Top Insurers on Facebook Q3-2016

• We analysed the performance of the top 10 South African Insurers on Facebook between July and September 2016.• Areas we looked at included engagement, fan growth, sentiment and

share of voice.• Some of the brands analysed were 1st for Women, Discovery, Old Mutual

and OUTSurance.

Highlights

• With a fan growth of 50.52%, Budget Insurance saw the highest Fan Growth Rate among the 10 insurers analysed.• Not only did Santam have the highest PTAT (people talking about them) of 17.46%

they also had the highest average engagement score.• Among the brands analysed, Old Mutual published the greatest amount of posts, 153

during the 3 month period, they also received the most likes, comments and shares.• The brand with the most positive sentiment was MiWay (49%) followed behind closely

by Discovery Insure.• The leading insurance brand in terms of response time to customers on Facebook was

1st for Women.• Overall Old Mutual had the highest Share of Voice in the insurance industry on

Facebook in Q3 2016, this was mostly due to their #OM50Years campaign.

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Old Mutual SA(ZA) had the largest fan base of 118,355 while Budget Insurance showed the highest fan growth of 50.52%.

50,000K 60,000K 70,000K 80,000K 90,000K 100,000K 110,000K 120,000K0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2.0% Prime Meridian Direct 1st for Women Insurance Budget Insurance King Price Insurance Old Mutual SA(ZA) Hollard MiWay Discovery Insure Santam Insurance OUTsurance

Number of Fans

Gro

wth

%Fans

Santam Insurance King Price Insurance OUTsurance Old Mutual SA(ZA) MiWay 1st for Women Insurance

Discovery Insure Hollard Budget Insurance Prime Meridian Direct

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

South Africa Countries < 2% Other Countries

Fans – Geography

Santam Insurance had the highest PTAT of 17.46% as a percentage of its average number of Fans during this time period.

50,000K 60,000K 70,000K 80,000K 90,000K 100,000K 110,000K 120,000K0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%Prime Meridian Direct 1st for Women Insurance Budget Insurance King Price Insurance Old Mutual SA(ZA) Hollard MiWay Discovery Insure Santam Insurance OUTsurance

Average Number of Fans

Peop

le ta

lkin

g ab

out (

as %

of F

ans)

Conversations

Old Mutual SA(ZA) published the greatest number of posts (153). Santam Insurance had the highest average engagement, with a score of 913.

Prime Meridian Direct

1st for Women Insurance

Budget Insurance

King Price Insurance

Old Mutual SA(ZA)

Hollard

MiWay

Discovery Insure

Santam Insurance

OUTsurance

0 100 200 300 400 500 600 700 800 900 1000

0 20 40 60 80 100 120 140 160 180

posts dummy eng dummy

Engagement Score

Number of Posts

Engagement - Posts

Old Mutual SA(ZA) received the most number of Likes (203,602), Old Mutual SA(ZA) got the most number of Comments (3,460) and Old Mutual SA(ZA) had the most number of Shares (2,721).

Prime Meridian Direct

1st for Women Insurance

Budget Insurance

Old Mutual SA(ZA)

King Price Insurance

Hollard

MiWay

Discovery Insure

Santam Insurance

OUTsurance

0K 50,000K 100,000K 150,000K 200,000K 250,000K

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand PostsKing Price Insurance

22-SEP-16, THU 7:11AM

Want to braai at the office? #braailaai #braaiking

NO IMAGE

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

1,000 233 37 453 Positive

Old Mutual SA(ZA)

20-SEP-16, TUE 3:57AM

Heard about Old Mutual’s Money Account?...Be sure to catch Uzalo SABC1 tonight and you could WIN Old ..

NO IMAGE

Old Mutual SA(ZA)

09-SEP-16, FRI 3:00AM

50 years of resilient investing through all market conditions has helped many South Africans realise ..

NO IMAGE

ENGMT.

LIKES COMMENTSSHARES

SENTIMENT

1,000 13,080 135 64 Uncategorized

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

1,000 11,593 254 124 Uncategorized

Most Engaging Brand PostsSantam Insurance

07-SEP-16, WED 7:00AM

What’s your idea for a safer SA? Share it with us and you could see it come to life.

NO IMAGE

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

1,000 3,165 11 5 Uncategorized

Old Mutual SA(ZA)

05-SEP-16, MON 6:50AM

This September will see runners from all walks of life take on the The Old Mutual Wild Series Mont-A ..

NO IMAGE

Santam Insurance

24-AUG-16, WED 9:41AM

A simple idea has the power to improve the safety of South African lives. What’s yours?

NO IMAGE

ENGMT.

LIKES COMMENTSSHARES

SENTIMENT

1,000 8,149 4 15 Neutral

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

1,000 2,919 29 3 Uncategorized

MiWay's Facebook Page saw the highest number of Fan posts (388).

Prime Meridian Direct

1st for Women Insurance

Budget Insurance

King Price Insurance

Old Mutual SA(ZA)

Hollard

MiWay

Discovery Insure

Santam Insurance

OUTsurance

0 50 100 150 200 250 300 350 400 450

Number of Fan Posts

Fan Posts

MiWay received the highest percentage of Positive Sentiment (49.00%).

1st for Women Insurance

Budget Insurance

King Price Insurance

Old Mutual SA(ZA)

Hollard

MiWay

Discovery Insure

Santam Insurance

OUTsurance

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Negative Neutral Positive

Sentiment Analysis

MiWay responded to the highest percentage of Fan posts (90.72%).

800 900 1000 1100 1200 1300 1400 1500 1600 1700 18000.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%1st for Women Insurance Budget Insurance King Price Insurance Old Mutual SA(ZA) Hollard MiWay Discovery Insure Santam Insurance OUTsurance

Average Response Time (mins)

% o

f Fan

Pos

ts B

rand

Res

pond

ed to

Brand Responses

Old Mutual SA(ZA) published the most with 153 posts, among the brands in "SA Insurance" Group.

21%

21%

8%16%

10%

3%

4%

3%

10%

5%

Old Mutual SA(ZA) King Price Insurance Discovery Insure MiWay 1st for Women Insurance OUTsurance Santam Insurance Prime Meridian Direct Hollard Budget Insurance

Share Of Voice – Volume of Posts

Old Mutual SA(ZA) received the largest volume of Likes (203,602), among the brands in "SA Insurance" Group.

71%

1%

1%

0%3%

1%

7%

0%

15%

0%

Old Mutual SA(ZA) King Price Insurance Discovery Insure MiWay 1st for Women Insurance OUTsurance Santam Insurance Prime Meridian Direct Hollard Budget Insurance

Share Of Voice – Likes

Old Mutual SA(ZA) received the largest volume of Comments (3,460), among the brands in "SA Insurance" Group.

54%

5%

6%

3%

17%

2%

5%

1%6%

2%

Old Mutual SA(ZA) King Price Insurance Discovery Insure MiWay 1st for Women Insurance OUTsurance Santam Insurance Prime Meridian Direct Hollard Budget Insurance

Share Of Voice – Comments

Old Mutual SA(ZA) received the largest volume of Shares (2,721), among the brands in "SA Insurance" Group.

34%

16%

8%1%

22%

4%

11%

0%

3%

0%

Old Mutual SA(ZA) King Price Insurance Discovery Insure MiWay 1st for Women Insurance OUTsurance Santam Insurance Prime Meridian Direct Hollard Budget Insurance

Share Of Voice – Shares

During this time period, #OM50Years was the most engaging run by Old Mutual SA(ZA). King Price Insurance published the most (76) in its Spring Fest campaign.

#FixedPremiums(Prime Meridian Direct)

Win a Brand new Renault Clio(1st for Women Insurance)

Did You Know(Budget Insurance)

Spring Fest(King Price Insurance)

#OM50Years(Old Mutual SA(ZA))

#CoverKleva(Hollard)

#SmallBizFriday (MiWay)

#crackthecold(Discovery Insure)

NO DATA(Santam Insurance)

#MandelaDay(OUTsurance)

0 200 400 600 800 1000 1200

0 10 20 30 40 50 60 70 80

posts dummy eng dummy

Engagement Score

Number of Posts

Campaign Comparison

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Thank You

For a detailed analysis on any of the brands included in this report, please contact us at info@whysatisfy.com