Comparison of Top 5 Local SA Airlines on Facebook

Dec 15 – Feb 16

Top 5 Local SA Airlines

• We looked at the top 5 local SA Airlines on Facebook in South Africa between December 2015 and February 2016

• Read on to find out how brands like FlySafair and Mango performed over the summer.

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Highlights• With a growth rate of 21.35%, Fly Blue Crane enjoyed the highest Fan

Growth Rate amongst the 5 brands analysed• Among the brands analysed, Fly Blue Crane was engaging best with their

fans.• Having the second lowest engagement score but by far the most posts,

Mango Airlines had more than double the volume of likes, shares and comments than the other brands combined.

• Fly Blue Crane enjoyed the best PTA score of 10.15%, more than 5x better than the next best in category although their audience is tiny in comparison.

• FlySaa had the lowest level of positive at 18.5% and highest percentage of negative sentiment at 28%

• Valentines Day was the major campaign theme over the summer with Fly Blue Cranes – Be My Valentine – Selfie Competition being the most engaging.

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Mango Airlines had the largest fan base of 774,262 while Fly Blue Crane showed the highest fan growth of 21.35%.

70,000K 80,000K 90,000K 100,000K 110,000K 120,000K 130,000K 140,000K 150,000K 160,000K 170,000K0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0% Mango Airlines kulula FlySAA Fly Blue Crane FlySafair

Number of Fans

Gro

wth

%Fans

FlySafair Fly Blue Crane FlySAA kulula Mango Airlines0%

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

100%

Angola Ghana Countries < 2% Nigeria KenyaTanzania Mauritius Other Countries South Africa India

Fans - Geography

Fly Blue Crane had the highest PTAT of 10.15% as a percentage of its average number of Fans during this time period.

70,000K 80,000K 90,000K 100,000K 110,000K 120,000K 130,000K 140,000K 150,000K 160,000K0.0%

0.5%

1.0%

1.5%

2.0%

2.5%Mango Airlines kulula FlySAA Fly Blue Crane FlySafair

Average Number of Fans

Peop

le t

alki

ng a

bout

(as

% o

f Fa

ns)

Conversations

Mango Airlines published the greatest number of posts (243). Fly Blue Crane had the highest average engagement, with a score of 888.

Mango Airlines

kulula

FlySAA

Fly Blue Crane

FlySafair

0 100 200 300 400 500 600 700 800 900 1000

0 50 100 150 200 250 300

posts dummy eng dummy

Engagement Score

Number of Posts

Engagement - Posts

Mango Airlines received the most number of Likes (100,670), Mango Airlines got the most number of Comments (9,298) and Mango Airlines had the most number of Shares (3,494).

Mango Airlines

kulula

FlySAA

Fly Blue Crane

FlySafair

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

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand PostsFly Blue Crane

31-JAN-16, SUN 3:33AM

Enter the "Fly Blue Crane, Be My Valentine" competition & stand a chance to win a return flight ever ..

NO IMAGE

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

1,000 4,526 27 68 Uncategorized

FlySafair

27-JAN-16, WED 7:31AM

STATEMENT regarding flights FA202 on 22 January and FA103 on 24 January.

FlySafair has confirmed th ..

NO IMAGE

FlySafair

22-FEB-16, MON 2:00AM

WIN! We are giving away 2x return flights today to one lucky winner! Share with us what you adore mo ..

NO IMAGE

ENGMT.

LIKES COMMENTS SHARES

SENTIMENT

1,000 3,661 709 912 Positive

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

991 188 317 222 Uncategorized

Most Engaging Brand PostsFlySafair

28-JAN-16, THU 7:22AM

A behind the scenes look at what goes into our 25 minute turnaround.

NO IMAGE

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

989 541 127 256 Positive

kulula

01-DEC-15, TUE 4:32AM

#kululaQuiz: Which seats offer the best room on kulula?

A. Stretch Zone or B. Leg Zone?

Give us t ..

NO IMAGE

FlySafair

31-JAN-16, SUN 7:00AM

A letter from our CEO:

Dear South Africa,

For 50 years, Safair Operations has been one of the lead ..

NO IMAGE

ENGMT.

LIKES COMMENTS SHARES

SENTIMENT

982 386 743 57 Positive

ENGMT.

LIKES COMMENTS

SHARES

SENTIMENT

938 458 95 138 Uncategorized

Mango Airlines's Facebook Page saw the highest number of Fan posts (917).

Mango Airlines

kulula

FlySAA

Fly Blue Crane

FlySafair

-200 0 200 400 600 800 1000Number of Fan Posts

Fan Posts

FlySafair received the highest percentage of Positive Sentiment (32.00%).

Mango Air-lines

kulula

FlySAA

FlySafair

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

Negative Neutral Positive

Sentiment Analysis

FlySafair responded to the highest percentage of Fan posts (74.87%).

800 1000 1200 1400 1600 1800 20000.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%Mango Airlines kulula FlySAA FlySafair

Average Response Time (mins)

% o

f Fa

n Po

sts

Bran

d Re

spon

ded

toBrand Responses

Mango Airlines published the most with 243 posts, among the brands in "SA Local Airlines" Group.

8%5%

20%

41%

26%

kulula Fly Blue Crane FlySAA Mango Airlines FlySafair

Share Of Voice – Volume of Posts

Mango Airlines received the largest volume of Likes (100,670), among the brands in "SA Local Airlines" Group.

4%4%

10%

75%

7%

kulula Fly Blue Crane FlySAA Mango Airlines FlySafair

Share Of Voice – Likes

Mango Airlines received the largest volume of Comments (9,298), among the brands in "SA Local Airlines" Group.

11% 1%

5%

65%

18%

kulula Fly Blue Crane FlySAA Mango Airlines FlySafair

Share Of Voice – Comments

Mango Airlines received the largest volume of Shares (3,494), among the brands in "SA Local Airlines" Group.

6%2%

9%

49%

33%

kulula Fly Blue Crane FlySAA Mango Airlines FlySafair

Share Of Voice – Shares

During this time period, Be My Valentine selfie competition was the most engaging run by Fly Blue Crane. Mango Airlines published the most (6) in its Win a Date with SA Competition campaign.

Win a Date with SA Competition(Mango Airlines)

#JanuWorry(kulula)

Book any flight and stand a chance to win his and hers fragrances(FlySAA)

Be My Valentine selfie competition(Fly Blue Crane)

Share the love(FlySafair)

0 200 400 600 800 1000 1200

0 1 2 3 4 5 6 7

posts dummy eng dummy

Engagement Score

Number of Posts

Campaign Comparison

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