Australian Shakedown of Top Brands on Social Media in July 2014
 

Australian Shakedown of Top Brands on Social Media in July 2014

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When it comes to social media, brand personalities often play out across platforms - Some brands identify with their audience’s fun side, like Showpo’s playful posts and Telstra’s partnering ...

When it comes to social media, brand personalities often play out across platforms - Some brands identify with their audience’s fun side, like Showpo’s playful posts and Telstra’s partnering with a pop group, while others like Domino’s, Air New Zealand and Nationwide Insurance offer information on various platforms that add value to their audience’s social streams. Whichever direction a brand’s creative strategy leans towards, social media can help them achieve a wide range of objectives, as long as it is leveraged with clear goals.

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Australian Shakedown of Top Brands on Social Media in July 2014 Australian Shakedown of Top Brands on Social Media in July 2014 Presentation Transcript

  • TOP AUSTRALIAN BRANDS
  • About Unmetric Providing data powered insights for human powered brands, Unmetric provides an unparalleled platform for data analytics and benchmarking your brand’s content marketing efforts on Facebook, Twitter, YouTube, Instagram, LinkedIn and Pinterest. We’ve processed more than 100,000,000 pieces of micro-content over the 6 biggest social networks for 20,000+ brands from 30+ sectors, just for you. Unmetric is proud to be a Twitter Certified Product Some of our Clients:
  • Social Media has often been touted as the one of the most disruptive forces in marketing. Instead of broadcasting, the goal of a digital marketing strategy is to engage with consumers and open a two way line of communication. Brands are now tweaking their content on social media to better reflect their target audience. Some brands identify with their audience’s fun side, like Showpo’s playful posts and Telstra’s partnering with a pop group, while others like Domino’s, Air New Zealand and Nationwide Insurance offer information on various platforms that add value to their audience’s social streams. Whichever direction a brand’s creative strategy leans towards, social media can help them achieve a wide range of objectives, as long as it is leveraged with clear goals. In addition to these business objectives, you’ll find insights from different sectors to keep you on top of the best that brands are doing social media. All data and insights were gathered from the month of July. Look out for August’s report in early September. View slide
  • All images in this report are hyperlinked to their original post but if you want to find out in detail what brands did to meet their business objectives GRAB YOUR FREE UNMETRIC TRIAL HERE. View slide
  • Coles’ Facebook content resonated well with its fans, while Showpo ramped up its fan base much faster than any other Australian Retail Chains brand. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: July 1st – 31st 2014 Comparing the Top Retail Chains Brands Fans % Increase in Fans Engagement Score Showpo 410,883 3.3 162 Woolworth Australia’s Fresh Food People 680,282 3.1 243 Coles 789,914 1.8 258 City Beach 451,824 1.9 56 Target Australia 466,442 3.2 159
  • Among the top 5 Retail Chains Pages, on average, just 13% of content posted was “brand related”. 4,006 new posts were written across the top 5 Retail Chains brands. That’s an average of 25.8 posts per day – per wall! Among all Retail Chains pages from Australia, Dick Smith talked the least about themselves. Among the top 5 Retail Chains brands, Woolworths Australia’s Fresh Food People posted the most “non- brand related” content on their wall. Among all Retail Chains pages from Australia, Amazon.com talked the most about themselves. With a growth rate of 3.3%, Showpo enjoyed the highest fan growth rate among the top 5 Retail Chains brands. Uncovering the best of the Retail Chains Sector To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.0 All data for the time period: July 1st – 31st 2014
  • Comparing the Top Aviation Brands While Qantas leads with the largest fan base among the Australian Aviation brands, Air New Zealand definitely knows the secret of crafting content that engages best with its fans. All data for the time period: July 1st – 31st 2014 Brand Fans % Increase in Fans Engagement Score Qantas 519,158 2.0 108 Virgin Australia 396,187 3.1 137 Air New Zealand (Australia) 202,309 0.5 809 Jetstar Australia 344,143 2.4 246 AirAsia Australia 161,360 3.3 259 To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • All data for the time period: July 1st – 31st 2014 Uncovering the best of the Aviation Sector Among all Aviation pages from Australia, AirAsia Australia talked the most about themselves. Among all Aviation pages from Australia, Malaysia Airlines talked the least about themselves. 2,466 new posts were written across these 5 ‘brand walls’. That’s an average of 15.9 posts per day – per wall. Among the top 5 Aviation brands, Qantas posted the most “non brand related “ content on their wall. Among the top 5 Aviation brands, on an average, 60% of the content posted was “brand related”. With the growth rate of 3.3%, AirAsia Australia enjoyed the highest fan growth rate among the top 5 Aviation brands. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • Understanding Selected Top Brands
  • Showpo – Fan Growth Rate Showpo grew its fan base by 3.3% in July, while the average fan growth rate of the sector was just 2%. Showpo’s posts of fun stuff saw more engagement among its fans, which in turn had a positive effect on its fan growth rate See appendix on how engagement scores are calculated.
  • 1 2 1 2 Air New Zealand (Australia) posts around its ‘Meanwhile in New Zealand’ campaign promoting its daily flights to the New Zealand Slopes resonated well with its fans. The airline garnered an average engagement score of 809, while the sector average was 485. Air New Zealand – Meanwhile in New Zealand See appendix on how engagement scores are calculated.
  • Comparing the Top Restaurant Brands All data for the time period: July 1st – 31st 2014 Hog’s Breath had the highest follower growth rate of 3.2%, while Domino’s Australia has the largest follower base. Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time (hh:mm) @Crust_Pizza 12,110 0.24% 85 99 03:22 @Dominos_AU 34,089 0.10% 14 600 01:29 @GrilldBurgers 12,735 0.81% 173 208 13:00 @HogsBreath 1,678 3.20% 162 50 10:18 @NandosAUS 9,176 2.97% 102 167 14:28 To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • All data for the time period: July 1st – 31st 2014 Uncovering the best of the Restaurant Sector Among all Restaurant & Cafe Twitter Accounts from Australia, @dutchbros Replies fastest to their Customers' Tweets. @wingstop grew its follower-base faster than all other Restaurant & Cafe IDs from Australia. Among all Restaurant & Cafe Twitter Accounts from Australia, @Pinkberry Replies slowest to their Customers' Tweets. The average Restaurant & Cafe Twitter Account from Australia Added 6,924 Followers in the last month. Of all Tweets across these 5 brands, 2.8% were Retweets and 80% were Replies. On average, these 5 brands take 322 minutes to Reply to Customer Tweets. To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric.
  • To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: July 1st – 31st 2014 Comparing the Top Telecom Services Brands Optus is the most engaging Telecom Services brand, while Telstra has the largest follower base and also excels at customer service by replying to tweets within an hour. Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time (hh:mm) @Foxtel @MacquarieTelco @Optus @Telstra @VodafoneAU
  • To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Telecom sector Among all Telecom Services Twitter Accounts from Australia, @Teleperformance Replies fastest to their Customers' Tweets. Among all Telecom Services Twitter Accounts fromAustralia, @CharterCom replies slowest to their Customers' Tweets. @VirginMobileAus grew its follower- base faster than all other Telecom Services IDs from Australia. The average Telecom Services Twitter Account from Australia added 893 Followers in the last month. On an average, these 5 brands take 106 minutes to Reply to Customer Tweets. Of all Tweets across these 5 brands 1.4% were Retweets and 96% were Replies.
  • Understanding Selected Top Brands
  • Domino’s – Reply Analysis Most of Domino’s Australia’s replies were customized plain text. The pizza brand replied to over 50% of their mentions all in an average of 1 hour and 30 minutes. This is 5x better than the Average Reply Time of the sector.
  • Telstra – #PickMe1D Telstra announced the results of a competition that involved ticket giveaways to a One Direction concert. The campaign defined by #pickme1D was used 1,500 times by users. This was the most engaging hashtag of the brand and also of the sector.
  • To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Food & Bev. sector With 437,618 new Video Views Uncle Tobys had the most video views in July. The average Food/Beverage YouTube channel added 2,982 Subscribers. With a growth rate of 16%, Dare Iced Coffee enjoyed the highest Growth Rate in total Video Views among the Top Food and Beverage brands. The average length of a Video among the Top brands in the sector was 1 min, 14 secs With a growth rate of 15%, Uncle Tobys enjoyed the highest Growth Rate in Subscribers amongst the top brands in the sector.
  • To see more comparative data on these brands, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: July 1st – 31st 2014 Uncovering the best of the Insurance Sector Youi Insurance grew its subscriber base faster than all other brands in the sector. The average Insurance YouTube channel from Australia added 108,033 views in July. The average length of a Video of the Top Insurance brands was 5 mins, 22 secs. With a growth rate of 23%, nib Health Insurance enjoyed the highest growth rate in Subscribers among brands in the sector. With a growth rate of 169%, nib Health Insurance enjoyed the highest growth rate in total Video Views.
  • Understanding Selected Top Brands
  • Their ‘Quick Sachet’ video saw a sharp spike in views, gaining 257,991 new views in July alone. Uncle Tobys - Quick Sachets While they didn’t upload any new videos in July, Uncle Tobys experienced a higher Growth Rate (13.2%) than the sector average (2.4%), and increased their subscriber count by almost 15%.
  • The brand uploaded 3 new videos in the time period analyzed, and experienced a Growth Rate of 135.7%), which was 12x the sector average (10.8%). Nationwide Insurance - Features The brand gave customers an offer they couldn’t ignore; the video garnered an impressive 1,273,202 views in July, and increased their subscriber base by 4.5%.
  • Appendix
  • The Unmetric Score has two components - the Audience Strength and the Engagement Score. The Audience strength represents the size (share of market, presence) of the brand within the social network, and the Engagement score represents the brand’s engagement with customers (interaction, velocity). These components are built from a number of underlying metrics including (but not limited to) Total Fans, People Talking About, Engagement of brand, Sentiment of posts, Number of Admin Posts, Fan Growth rate for Facebook. These metrics are run through a number of statistical filters (normalizing across the sector, normalizing variances between metrics, outlier filtering, weighted averaging etc) to produce a single benchmarkable score. The number is normalized to give brands a score between 0 and 100. Hypothetically, the best performing brand within the sector is assigned a score of 100. All other brands within the sector are scored relative to this. The scores are unique to each sector and cannot be compared. A Score Of 80 in the Aviation industry is different from a score of 80 in the Banking industry. Unmetric Score
  • Formula Facebook Engagement Score Formula ( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000 ____________________________________________________________ Audience Reception Rate Twitter Engagement Score Formula ( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000 ____________________________________________________________ Audience Reception Rate LinkedIn Engagement Score Formula ( No. of Likes + x × No. of Comments ) × 10000 ____________________________________________________________ Audience Reception Rate Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content. The default Unmetric values for x and y are 5 and 10 respectively. Engagement Score
  • Audience Reception Rate = (Fans or Followers) 0.8 Audience Reception Rate The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and view a brand's content.. The formula you see below calculates the Audience Reception Rate as a function of the number of brand fans/followers raised to a fixed power value of 0.8.
  • Thank You Click here if you’d like to use Unmetric to better understand what your competitors are doing, uncover compelling insights and unlock new strategies for success by claiming a free 6 day trial.