social media report - south african insurance brands january 1st - june 30th 2017

South African Insurance BrandsSocial Media ReportJanuary 1st – June 30th, 2017

Table of Contents• Industry Insights

• Leaderboards

• Audience Size and Growth

• Facebook Posts vs. Engagement

• Tweets vs. Engagement

• Instagram Posts vs. Engagement

• LinkedIn Posts vs. Engagement

• Interactions – Likes and Comments

• Facebook – Reach and Impressions

• Facebook - Organic and Promoted Posts

• Campaigns – Facebook and Twitter

• Hashtags – Twitter and Instagram

• Customer Service – Reply Time and Response Rate

• Timing Analysis

• Most Engaging Content

• Key Takeaways

Brands analyzed in this report include: 1st for Women Insurance, Budget, Dial Direct, Discovery South Africa, FNB, Hippo,

Hollard, Iwyze, King Price Insurance, Miway, Momentum, Old Mutual, Outsurance, Prime Meridian, Santam.

Industry Insights

• With a growth rate of 102%, Discovery South Africa enjoyed the highest fan growth rate on Facebook.

• On average, brands take 11 hours and 34 minutes minutes to reply to Customer Tweets.

• With a growth rate of 15%, Old Mutual enjoyed the highest follower growth rate on Twitter.

• The average length of a YouTube video by South African Insurance companies is 2 mins and 45 secs.

• With a growth rate of 41%, Hollard enjoyed the highest follower growth rate on Instagram.

• With a growth rate of 82%, King Price Insurance enjoyed the highest follower growth rate on Pinterest.

• With 57 updates, King Price Insurance had the most Updates on LinkedIn.

Leaderboards

Network

Highest

Audience Size

FNB

(867,253)

FNB

(141,378)

FNB

(6,550)

FNB

(176,408)

Highest Growth

Discovery SA

(102.15%)

Old Mutual

(15.22%)

Hollard

(40.84%)

Miway

(15.15%)

Highest Engagement

Hippo

(989)

Outsurance

(815)

Miway

(698)

King Price Insurance

(233)

Leaderboards

Network

Most Number of Posts


(186)

Old Mutual

(909)

Hollard

(194)


(57)

Most Number of LikesHollard

(130,227)

Discovery SA

(10,398)


(4,392)

FNB

(2,494)

Most Number of

Comments

FNB

(9,625)

Outsurance

(940)


(189)

FNB

(70)

0.00MM 0.20MM 0.40MM 0.60MM 0.80MM 1.00MM

FNB

Old Mutual

Hollard

Discovery South Africa

Prime Meridian

1st for Women Insurance

Outsurance

Miway

Budget

King Insurance

LinkedIn Instagram Twitter Facebook

Audience SizeFNB had the largest audience size on Facebook with 867,253 fans and on Twitter as well with 141,378

followers. The companies were relatively dormant on Instagram where FNB performed the best with 6,550

followers. FNB had the largest presence on LinkedIn as well with 176,408 followers.

0 200 400 600 800 1,000

Hippo

Santam

Outsurance

Iwyze

Momentum

Hollard

Old Mutual



Miway

Number of Facebook Posts Engagement

Facebook Posts vs. EngagementHippo had the highest engagement (989 out of 1,000) and had 75 Posts. Miway, which had 133 Posts,

had the lowest engagement (270). King Price Insurance published the most Facebook Posts (186) but only

had an engagement of 162.

0 200 400 600 800 1,000

Outsurance

Iwyze

King Insurance

Momentum

FNB

Miway

Hippo

Hollard

Dial Direct


Old Mutual

Number of Tweets Engagement

Tweets vs. EngagementOutsurance had the best engagement (815 out of 1,000) with a total of 37 Tweets whereas Old Mutual had

the lowest engagement (115) even though they were the most active with 909 Tweets.

0 100 200 300 400 500 600 700 800

Miway


King Insurance

Hollard

Old Mutual

FNB

Number of Instagram Posts Engagement

Instagram Posts vs. EngagementMiway had the highest engagement (698), posting only 33 times. Hollard had the most Posts (194) but a

lower engagement of 212. Miway’s Posts were mostly advertisements for their new policies.

0 50 100 150 200 250

King Insurance

Old Mutual

Miway

Outsurance

FNB

Hollard

Santam

Number of LinkedIn Posts Engagement

LinkedIn Posts vs. EngagementKing Price Insurance had the highest engagement (233) and had 57 Posts. Prime Meridian, which had only

1 Post, had the lowest engagement (18). Even though FNB had 53 Posts, they only received an engagement

of 74.

Total Likes

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000

Hollard

Old Mutual

Hippo


Iwyze

Momentum

FNB

Santam


Outsurance

Linkedin Instagram Twitter Facebook

Hollard had the most number of likes on Facebook (130,227). Discovery had the most likes on Twitter

(10,398). Hollard, was also the most active on Instagram and received 4,101 likes on this platform. FNB

received the most likes on LinkedIn (2,494).

Total Comments

0 2,000 4,000 6,000 8,000 10,000

FNB

Old Mutual

Miway


Outsurance


Hippo

Hollard


Iwyze

Linkedin Instagram Twitter Facebook

FNB had the most comments on Facebook (9,625). Outsurance had the most comments on Twitter. (940).

King Price Insurance was one of the most active companies on Instagram and received the most

comments (189). FNB received the most comments on LinkedIn (70).

0.00MM 1.00MM 2.00MM 3.00MM 4.00MM

Old Mutual

Hollard

FNB



Hippo

Outsurance

MiWay

Momentum


Estimated Reach Estimated Impressions

Facebook - Estimated Reach and ImpressionsOld Mutual had the highest estimated Reach and Impressions (2,343,327 & 3,888,275 respectively).

0 20 40 60 80 100 120 140

Hollard

Old Mutual (South Africa)

FNB


Hippo


Outsurance

IWYZE

Momentum

MiWay

Organic Promoted

Facebook - Organic and Promoted PostsKing Price Insurance had the most Posts and 99.5% of those were organic whereas Hippo, which had

the least Facebook Posts, promoted 84.8% of them.

0 200 400 600 800 1,000

#Budget2017 (Old Mutual)

#KickStart2017 (Hollard)

#Miresolution (MiWay)

#YouFirst (1st for Women Insurance)

#KingsOUT (Outsurance)

Random Acts of Kindness Day (King Price Insurance)

#FixedPremiums (Prime Meridian Direct)

#SantamSafetyIdeas (Santam Insurance)

Number of Facebook Posts Engagement

Facebook CampaignsOld Mutual’s “#Budget2017” campaign generated the most engagement (945) but it only had 7 Posts.

Santam’s “SantamSafetyIdeas” received the least engagement (48) and it had only 3 Posts. The “Budget2017”

campaign focused on the 2017 budget for South Africa and made use of competitions and videos to interact

with its audience. The “SantamSafetyIdeas” campaign was in reference to an online contest.

0 200 400 600 800

#KingPriceCares (King Price Insurance)

#CANSAshavathon (Hollard)

#Budget2017 (Discovery South Africa)

#LeanOnOUT (Outsurance)

#TurnTheTags (1st For Women)

#LiveTheBeat (Old Mutual)

#YourSilenceIsOurSignal (Miway)

#SantamSafetyIdeas (Santam)

#FixedPremiums (PrimeMeridian)

Number of Tweets Engagement

Twitter CampaignsKing Price’s “#KingPriceCares” generated the most engagement (705) but it only had 5 Tweets. Santam’s

“SantamSafetyIdeas” received the least engagement (47) even though it had 43 Tweets. The

“KingPriceCares” campaign advertised the different types of insurance policies the company has by

attaching a link to the Tweet. The “SantanSafetyIdeas” campaign was in reference to one of their online

contests.

Twitter HashtagsFNB’s #budget2017 hashtag was used the most (2,140 times). It focused on the new 2017 budget for

South Africa and attempted to decode what it meant for the population.

0 500 1,000 1,500 2,000 2,500

#budget2017 (FNB)

#omtom2017 (Old Mutual)

#hollardjuma (Hollard)

#thevoicesa (Dial Direct)

#cpt (Santam)

#getactive (Discovery)

#momentumobi (Momentum)

#mifitlife (Miway)

#mommyandme (1st for Women Insurance)

#leanonout (Outsurance)

Number of Tweets

0 10 20 30 40 50 60

#omtom2017 (Old Mutual)

#kingprice (King Price Insurance)

#daredevilrun2017 (Hollard)

#WePutYouFirst (1st for Women Insurance)

#fnb (FNB)

#miwaylife (Miway)

Number of Instagram Posts

Instagram HashtagsOld Mutual posted the most using their hashtag #omtom2017 (49) while Miway used their #miwaylife

hashtag 15 times.

Most Engaging Day of the Week Snapshot

Network

1st for Women

InsuranceSunday Tuesday Monday N/A

Budget Saturday Monday N/A N/A

Dial Direct Saturday Sunday N/A N/A

Discovery South Africa Thursday Wednesday N/A N/A

FNB Friday Sunday Friday Monday

Hippo Tuesday Wednesday N/A N/A

Hollard Monday Thursday Friday Monday

Iwyze Monday Wednesday N/A N/A

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Most Engaging Day of the Week Snapshot

Network

King Price Insurance Thursday Monday Wednesday Saturday

Miway Wednesday Friday Thursday Wednesday

Momentum Wednesday Sunday N/A N/A

Old Mutual Thursday Friday Thursday Tuesday

Outsurance Thursday Sunday N/A Friday

Prime Meridian Wednesday Tuesday N/A N/A

Santam Friday Thursday N/A Friday

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Customer Service –Reply Time (in minutes)

0 500 1,000 1,500 2,000 2,500

Dial Direct


King Insurance

Budget

Santam

Old Mutual

Outsurance

Momentum

Prime Meridian

Iwyze

Reply Time on Twitter Reply Time on Facebook

Dial Direct had the fastest reply time on Facebook (5 hours and 35 minutes) and Twitter (4 hours and 8

minutes). Outsurance took the longest to reply on Facebook (39 hours and 26 minutes). Iwyze took the

longest to reply on Twitter (22 hours and 5 minutes).

Customer Service –Response Rate

0% 20% 40% 60% 80% 100%

FNB

Old Mutual

Outsurance

Miway


Hollard

Prime Meridian

Iwyze

Momentum


Response Rate on Twitter Response Rate on Facebook

FNB had the best response rate on Facebook (97%) even though they had 119 Posts to reply to. They were

also the least responsive on Twitter (5%) but they had 20,324 Tweets to reply to. Miway had the highest

response rate on Twitter (103%) due to the brand replying to many Tweets which didn’t specifically @-

mention the brand but did mention as text or as a hashtag. King Price Insurance was the least responsive on

Facebook (20%) even though they had only 75 Posts.

Most Engaging Facebook PostsDial Direct

10-JUN-17, SAT 11:20AM

Hello. Our Dialdirect team is in Knysna ready

to assist customers affected by the fires. If

you need ..

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 2,436 3 9 Positive

Outsurance

08-JUN-17, THU 11:00AM

In support of those that have been

tragically affected by the #KnysnaFires,

we’re donating R250,000 ..

Hippo

31-MAY-17, WED 4:27AM

A recent ruling by the Eastern Cape High

Court allows private citizens to fix damaged

roads themselv ..

ENGMT

.

LIKES COMMENTS SHARES SENTIMENT

1,000 3,383 367 2,516 Positive

ENGMT. LIKES COMMENTS SHARES SENTIMENT

1,000 777 58 345 Positive

http://www.facebook.com/1511861545699140/posts/1957941974424426



We apologise for our Father's Day video. It

did not appropriately represent SA's

demographics. It w..

18-Jun-17, Sun 08:05AM

ENGMT. FAV. REPLIES RETWEETS

1,000 87 548 136

Most Engaging Tweets

Happy #FathersDay to all the amazing dads

out there! https://t.co/pibcerM52W

.@JustinBieber fever hit Jo'burg on Sunday

& tonight is Cape Town's turn. Here's

a look at what wen..

18-Jun-17, Sun 02:11AM


1,000 256 288 275

17-May-17, Wed 01:06AM


1,000 1,506 12 1,070

Outsurance Outsurance Discovery South Africa

https://twitter.com/OUTsurance/status/876410429207085056

https://twitter.com/OUTsurance/status/876321329326292992

https://twitter.com/Discovery_SA/status/864708766029275136

“B-You are an example of what a true

woman is: courage, strength, beauty

and love. You always prote..

08-May-17, Mon 02:26AM

ENGMT. LIKES COMMENTS FILTER

1,000 1,458 4 Normal

Most Engaging Instagram Posts

#Throwback to our Family Portrait billboard

#tbt

#advertising#lifestyle#studio#shoot

#billboard#artd..

28-Jun-17, Wed 03:38PM


996 83 1 Normal

29-Jun-17, Thu 01:58AM


996 71 4 Normal

1st for Women Insurance Miway Miway

We are proud to be one step ahead by

launching the world's first lifestyle

policy for athletes with..

https://www.instagram.com/p/BT0j2kkFgsc/

https://www.instagram.com/p/BV5TDwPFAv8/

https://www.instagram.com/p/BV6aA4kFlyf/

We're looking for wild-at-heart, free-spirited,

inspired, passionate, driven rock

stars to join our..

03-Feb-17, Fri 12:00AM

ENGMT. LIKES COMMENTS

206 15 5

Most Engaging LinkedIn Posts

Ransom paid. King is home. Charity wins!

Check out the #bromance between

the rival insurers' CEOs w..

13-Mar-17, Mon 12:00AM


124 7 4

18-Mar-17, Sat 12:00AM


120 16 2

King Price Insurance King Price Insurance King Price Insurance

CAPTURED! One suspect in custody. So...

For the safe release of "Bossie" we

want you to match our d..

https://www.linkedin.com/nhome/updates?topic=6233173734124064768



Key Takeaways

• South African Insurance companies had the best engagement on Facebook with 2x more than on

Twitter, 3.5x more than Instagram and 10x more than on LinkedIn.

• South African Insurance companies promoted 23% of their Facebook Posts in the given time period.

• On Facebook, brands received the best engagement on Posts that publicized their services and

provided useful financial information.

• Companies that published more promoted fewer Posts on Facebook.

• On Twitter, Tweets were centered around financial advice and news.

Show me more metrics

https://unmetric.com/analyze-for-south-african-insurance

Thank You

For more information, please contact us at [email protected].

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