Social Media Marketing Analysis – June 2014

As per the Pakistan Social Marketing Report for June 2014, Facebook is the most popular marketing website with 14.8 million Pakistani fans, followed by Twitter and YouTube. Hence it is clear where all the attention lies.

Fashion forward Pakistani’s still take the lead with the highest number of facebook fans (accumulated 18.7 million Pakistani fans). The beauty conscious Pakistani crowd (with accumulated 15 million Pakistani fans liking beauty pages) over takes the electronic industry (with 13 million accumulated fans) this month, closely followed by the telecom sector (12 million) and FMCGs (10 million).

The top five facebook brands for Pakistani consumers are OLX (2.4 million fans), Mobilink (2.3 million fans), Nokia (2.1 million fans), Ufone (1.9 million fans). On the 5^th number we have Intel – out of 25 million fans on Intel,  7.3% fans are from Pakistan (1.8 million Pakistani fans). While in terms of post engagement rate the top five are completely different form last month- We have Walnut Media that captured attention by posting their new job vacancies on facebook, Chester Bernard promoted their latest collection extensively this month as well, Shaheen Air International, K-Electric, Nestle Acti-plus with their eat healthy campaign.

Socially Devoted is the metric which defines the time spent by brands in responding to customer queries on their social media pages. On average 47% of user queries are responded by Pakistani businesses on Facebook. The best in this category are dominated by telecom industry with fans asking lot of questions to the Telco companies. Mobilink tops the list with a 100% response rate and a 12 minute response time. ZONG is number one socially devoted brand based on the number of queries it received – 765 queries received and responded to 96% of them within 86 minutes.

The top posts are by Intel Pakistan who are advertising their cloud9 computing chromebook with 34,000 interactions (34K LIKES, 313 comments and 314 shares). Second is by Nestle Fruita Vitals promoting their competition to promote FIFA merchandise. With 33,000 interactions (32,000 LIKES, 448 comments and 258 shares). Third popular post was by Nokia Pakistan, promoting their summer time Lumia love which got 32,000 interactions (30,000 LIKES, 608 comments and 1,083 shares).

Twitter tweets a different story. With the fastest growing profiles dominated by Telecom and Communications – Ufone with 25,150 new followers in the month of June, Zong with 22,287 new followers, Mobilink with 19,932 new followers, Telenor Pakistan with 19,112 new followers and Warid with 18,101 new followers this month. The top twitter profile belongs to Imran Khan, with 1,103,717 followers. Veena Malik, Wasim Akram, Hamid Mir and Ali Zafar follow at a distance.

On LinkedIn, Pakistan ranks 22 from a total of 86 countries with over 2,229,705 active users. This provides a glimpse of how the job market is booming and LinkedIn is becoming the preferred site for talent search.

FAQs:

Q. Who makes this Infographic?

A. This infographic was made by zeesocial (Pvt) Ltd using data by SocialBakers. zeesocial is a full suite social media agency that specializes in Social Media Analytics to ‘Listen to conversations’, ‘Analyze the interactions’ and ‘Engage with customers’ in order to grow brands and business. zeesocial is a Trusted Pro Partner of Socialbakers in Pakistan and can be contacted at info@zeesocial.com.”

Q. Pakistan has 14.8million MAUs in total, but Fashion Pages have over 18million fans, how is that possible?

A. Facebook user can like more than one page. Facebook does not provide information on unique users. So, when industry accumulated fans are collected, it can be higher. e.g. there are 100 Pakistani Facebook users, 70 like one Fashion Page A, 35 like Fashion Page B and 25 like Fashion page C– accumulated fans liking Fashion pages would be 130 ! (more than total number of Fans)

Q. What is an interaction on a post?

A Facebook user on a post can do three actions – “Like” it, “Comment” on it OR “Share it”. Interaction is sum of LIKES + COMMENTS + SHARES.

Q. Why do you take Engagement Rate based on total interactions, which is a subset of total engagement? Facebook Insights also provides engagement rate, why is that not used?

A. Facebook insights are available to Page Admins. Socialbakers on the other hand provides reports about brands and competition without any requirement of Admin rights. Unique value offered by Socialbakers is that it can provide competitive reports using public facebook API. Hence,it only includes the interactions (likes + comments + shares). Socialbakers engagement rate is as accurate as it can get if you want market / competitive context too… BTW Socialbakers is used by almost 50% of Fortune 500 brands.

Q. I have more questions about my Facebook Page, can you help?

A. As Trusted Pro Partner of Socialbakers in Pakistan, we would be happy to help you with your queries and questions about Social Analytics or conducting audit and competitive study of your organization. Just send an email to info@zeesocial.com