Financial services group DBS Bank is the most influential brand in Singapore, according to data released by LinkedIn. The Singapore-based bank was followed by Thomson Reuters and the resort Marina Bay Sands took the third spot.
The ranking is based on LinkedIn’s Content Marketing Score which is calculated by measuring a brand’s unique engagement and dividing it by a brand’s audience. The rankings show that in Singapore, a mix of home-grown, regional and international brands are excelling in developing engaging content marketing strategies.
The report highlights that Thomson Reuters’ inclusion in the top ten demonstrates that high quality, long form content is key in keeping people engaged on social media. The other companies in the top ten included the e-commerce brand Lazada Group at number four and educational institution, Singapore Management University, at number five.
They were followed by Tata Technologies, Changi Airport Group, IDA Singapore, International SOS and EMAS Group.
Commenting on Singapore’s top ten list, Olivier Legrand, Head of Marketing Solutions, LinkedIn Asia Pacific & Japan, said, “While most brands understand that content is becoming the lifeblood of modern marketing, many are just starting out in the quest to successfully leverage content to boost engagement with audiences. As everyone is inundated with information, brands that cut through the clutter are those that provide quality and tailored content. To be taken seriously, content must provide utility and these brands are doing just that.”
The data also shows that the most effective brands use a mix of reach, frequency and engagement to connect with stakeholders on LinkedIn. In addition, they are encouraging their employees to act like influencers and boost the reach and engagement of their content by sharing it with their networks.
The data highlighted that 99 per cent of the top global brands have employees sharing their content with their networks. About 97 per cent of the top global brands have employee posts contributing to their content efforts.
Around 99 per cent of top brands regularly share updates on their LinkedIn Company Page and 73 per cent of top brands are utilising Sponsored Updates. All of these top brands post an average of 12.6 updates per week, according to the data.