Social Media Marketing Analysis – July 2014

Pakistan’s Facebook users have been extremely fashion forward and beauty conscious this month with the highest number of Facebook fans (19k following the Fashion industry) and (15k fans of the Beauty industry). Also the wedding season has taken off in full swing after Eid and has triggered even more excitement on the pages. Electronics (13k), Telecom (12k) and FMCG Food (11k) follow.

There has not been much month-on-month growth for the top 5 Facebook brands. OLX remains on top with 2.5 million fans. Followed by the ‘Communications’ trail of Mobilink (2.3 million fans), Nokia (2.2 million), Ufone (2.0 million) and Intel (1.8 million fans).

However, the July ‘Post Engagement Rate Top 5’ witnessed some new players. K-Electric is burning rubber with its new video "Switch Off Kero – Fun On Kero" campaign. Walnut Media captured fan attention by posting their new job vacancies on facebook. Chester Bernard continues to regularly update their Facebook page with the latest shirt collections and online store details; and this month Allied Bank has received plenty of engagement owing to their grand contest and free iPhone 5c giveaways, where a large number of people have participated in anticipation to win.

The page that captured the most attention of Facebook users this month was Fiber7, a manufacturer of fiber medicines such as Ispaghol. Their latest and very popular brand ambassador, Chef Shai, promoted a number of Ramadan recipes and videos.

Social media devotion (in the Telecom industry) during July has indeed been praiseworthy. This month Djuice tops the list with the most answered questions on the page. Mobilink, Ufone, Zong and Telenor Pakistan, are far behind on this list, with a lot more unanswered queries. However, they compensate for their oversight with high response rates and lower response times.

Nestle Pure Life tops the post list with 17.6% engagement rate (ER) on the post and 56k likes. July saw aggressive promotion of their twitter competition and lucky draw. Telenor Pakistan’s Football fiesta subscription post gained 50k likes and 1661 comments. Standard Chartered Pakistan’s new Shariah Compliant Credit Card launch received some skeptical questions from fans and followers. With 44k likes and a 13% ER it secures a place amongst the top 3.

Telecom dominates twitter space in Pakistan. With a large number of followers and interactions, the top 5 brands are: Mobilink (188k followers), Warid (140k followers), Ufone (134k followers), Telenor (118k followers) and Zong (78k followers). Imran Khan leads the top twitter profiles’ list with 1.18 million followers with Wasim Akram a far second. With regular tweets ranging from Palestinian atrocities, the IDP crisis, cricket with his sons and planning the long march, Imran is (and mostly has been) the most popular celebrity/political profile in the country.

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 12.8million MAUs in total, but Fashion Pages have over 15million 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 1, 35 like Fashion Page 2 and 25 like Fashion page 3 – accumulated fans liking Fashion pages would be 130 ! (more than total number of Fans)

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