SOURCE: Engagement Labs

Engagement Labs

November 11, 2015 08:30 ET

Bottoms Up, Eh! Molson Canadian, Stella Artois and Carling Top Off the Social Media Rankings of Canadian Beer Brands

Engagement Labs Ranks the Top Canadian Beer Brands Based Facebook and Twitter

TORONTO, ON--(Marketwired - Nov 11, 2015) - Technology and data company, Engagement Labs (TSX VENTURE: EL), creator of eValue Analytics™, today released eValue rankings for the top Canadian beer brands on Facebook and Twitter.

Top Ten Canadian Beer Brands on Facebook and Twitter

Ranking     Facebook     Twitter
1   Molson Canadian   Carling
2   Stella Artois   Steam Whistle
3   Steam Whistle   Molson Canadian
4   Coors Light   Coors Light
5   Budweiser   Budweiser
6   Heineken   Alexander Keith's
7   Moosehead Lager   Bud Light
8   Mill Street   Sleeman Beer
9   Lucky Lager   Moosehead Lager
10   Bud Light   Corona
Source: Engagement Labs eValue™ 2015 rankings of Canadian beer brands

According to Engagement Labs' data, Molson Canadian took first place on Facebook with the highest eValue score of the group. The brand over indexed in both its Engagement and Impact scores based on the group average. Stella Artois secured second place overall by ranking first for both Impact and Responsiveness. Stella Artois created a social media strategy with a much different approach than Molson Canadian's. They leveraged high quality images that focused on the 'experience' of drinking its beer.

"Molson Canadian utilizes its Canadian reputation to connect with its fan base by posting content embracing Canadian stereotypes such as a love for hockey, while also leveraging its 'We Are Canadian' campaign," stated Bryan Segal, CEO of Engagement Labs. "For example, the brand's highest engaged posts on Facebook all leveraged very Canadian-centric content. The brand's top engaged post, which garnered more than 16,400 likes, stated, 'Take a load off eh,' accompanied by an image of a man carrying a case of beer."

Carling, ranked first on Twitter, scored above average for Engagement, Impact and Responsiveness. Steam Whistle, ranked second, scored the highest for Responsiveness with a score of 75.92, more than three times higher than the group average, which shows a continued dedication and focus to replying to fans and followers. Molson Canadian, ranked third on Twitter, had the highest Impact score along with the highest active user base and saw the most retweets and favourites per 1,000 fans.

Rounding out the top five on Twitter, Budweiser placed first for Engagement and has the highest number of mentions per 1000 fans. However, the brand had a low Responsiveness score which prevented the Company from ranking higher for its overall eValue score. With such an engaged audience, the brand has mass opportunity to apply more emphasis on its response strategy to further encourage engagement and create two-way dialogue with fans.

"With a larger fan base on social media, it is expected that certain brands will automatically excel due to its larger followings. But in reality, this isn't always the case. On Twitter, the data shows that brands should focus on quality posts and user behaviour, such as retweets rather than solely focusing on quantity of posts or number of followers," noted Segal. "As indicated by the Responsiveness scores, it's important for brands to focus on opening two-way communication. Brands can post as much engaging content as possible, but if they don't focus on directly interacting with followers, there is a risk of losing the engagement they've worked so hard to generate."

About Engagement Labs

Engagement Labs (TSX VENTURE: EL) offers intelligent 'Total Social' data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs' tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.

Engagement Labs' eValue™ Analytics tool is the global benchmark for social media scoring. eValue's proprietary data technology offers real-time analysis to measure a brand's social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 -- an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.

Engagement Labs maintains offices in Toronto, London and New Brunswick, NJ. www.engagementlabs.com / www.kellerfay.com

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