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.

1. TOP AUSTRALIAN BRANDS

2. About Unmetric
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networks for 20,000+ brands from 30+ sectors, just for you.
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3. 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.

4. 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
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6. Coles’ Facebook content resonated well with its fans, while Showpo ramped up
its fan base much faster than any other Australian Retail Chains brand.
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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

7. 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
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All data for the time period: July 1st – 31st 2014

8. 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.

9. 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.
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10. Understanding Selected Top Brands

11. 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.

12. 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.

14. 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.

15. 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.

16. 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

17. 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.

18. Understanding Selected Top Brands

19. 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.

20. 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.

22. 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.

23. 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.

24. Understanding Selected Top Brands

25. 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%.

26. 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%.

27. Appendix

28. 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

29. 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

30. 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.

31. Thank You
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