Truly Canadian, Eh – Molson Canadian proves that their ‘always on’ approach to social keeps them ahead of the pack

TORONTO, Ontario – May 14, 2015 – Technology and data company, Engagement Labs (TSX V.EL), creator of the eValue™ score, today released rankings of the top ten Canadian beer brands and breweries based on their social media performance on Twitter.

According to eValue data, the top ten rankings on Twitter for Canadian beer brands and breweries are:

“With the summer months finally approaching and the Canadian May two-four holiday weekend ahead of us, beer brands are utilizing their social media channels to encourage their followers to get out of the house and enjoy the warm weather with a cold one,” said Bryan Segal, CEO of Engagement Labs. “Beer brands are leveraging their social channels to connect with their target audiences, by integrating their beers with events that target and engage their key consumers. While consumers are turning to social media platforms to share their experiences with these beer brands. In turn, beer companies are creating relationships with their consumers and are able to provide informative and entertaining content that will continue to drive sales in their market.”

The two brands with the highest eValue score are similar in that their social content is very “Canadianized”, but in different ways. Molson Canadian, with the top eValue score of 88.46 utilizes sports in a big way to attract their target market. Most recently leveraging the timing of the hockey playoffs to interact and engage with their followers, which proved a great tactic as they took top place in two of our three eValue sub-scores, Engagement and Impact. Molson Canadian created excitement around the playoffs by creating contests and hashtags such as #AnythingForHockey.

Steam Whistle, came in second with an eValue score 69.12. Their content caters to a much different target market than Molson Canadian, retweeting local events and highlighting different restaurants their beer is sold in. Steam Whistle dominated the top five in the Responsiveness sub-score category, leading the pack in account admin retweets and replies, gaining social media traction with a very active moderation team.

“A key insight when looking deeper into the top beer brands and breweries was the fluctuations in eValue scores for the majority of brands over time. This was partly due to the types of social campaigns they were running during this time period and also how the audience engaged and participated with their content. This was true for all of the brands in the ranking, except Molson Canadian, who managed to keep a consistent eValue score throughout this period - proving that their social strategy is ‘always on’, while the other brands varied significantly based on campaigns, current events, PR activities or even inactivity,” said Segal.

About Engagement Labs

Engagement Labs’ eValue™ Score is the global benchmark for social media scoring. eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 0-100. eValue measures brands’ social media and digital marketing efforts. It’s composed of a series of metrics and key performance indicators (KPIs), including Engagement, Responsiveness and Impact, which is benchmarked against 75,000+ handpicked and verified brands.

The eValue score is composed of Engagement, Impact and Responsiveness metrics. Engagement is the level of interaction content receives on a specific social network, Impact is the unique reach content receives on a specific social network, and Responsiveness measures how much, how fast and how well a brand responds to actual conversations amongst its users.

Engagement Labs (TSX V.EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter, YouTube and Instagram. Engagement Labs maintains offices in Montreal, Toronto, Paris and New York. www.engagementlabs.com / www.evaluesuite.com

For media inquiries please contact:
Kate Tumino / Cáit Kilpatrick
KCSA Strategic Communications
ktumino@kcsa.com / ckilpatrick@kcsa.com
212-896-1252 / 212-896-1231