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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 [email protected]