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Australian Shakedown of Top Brands on Social Media in May 2014

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How top brands in Australia fared on social media in May 2014. German car makers dominate the auto sector, retail chains ride high on Facebook, Virgin Australia leading the way on customer service on …

How top brands in Australia fared on social media in May 2014. German car makers dominate the auto sector, retail chains ride high on Facebook, Virgin Australia leading the way on customer service on Twitter and Nokia Australia beats all other mobile brands to be number one on YouTube.

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  • 1. TOP AUSTRALIAN BRANDS ON SOCIAL MEDIA MAY 2014
  • 2. About Unmetric We provide not-so-obvious competitive intelligence on over 17,000 brands across 30 sectors … so you know who is outsocializing who. And how. We understand that while companies have always needed competitive intelligence, it’s never been easy to come by. The modern digital media landscape gives marketers the potential to study their campaign spends, activity and decide on future spends much more rationally than ever before. Some of our clients
  • 3. It would be a fallacy to say that social media’s job is limited to one particular role. The truth is social media can help a brand achieve a wide range of objectives, it just needs to be leveraged with clear goals. This report brings together a wide variety of brands from across sectors that are looking beyond the obvious to make their social media efforts work harder to achieve more. Whether it’s German car companies looking to catch up to Holden and investing in growth or Commonwealth Bank looking to be the authoritative opinion on budget related matters, social media has many facets and there is a wide range of options to leverage different platforms for different 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 May. Look out for June’s report in early July.
  • 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, grab your free Unmetric trial here.
  • 5. Brand Fans % Increase in Fans Engagement Score Audi Australia 140,411 3.20 723 Mercedes-Benz Australia 233,763 6.30 617 BMW Australia 170,737 1.40 628 Holden 433,483 0.76 299 Ford Australia 11,376 3.60 449 Comparing the Top Automotive Brands Holden might be leading the way when it comes to community size, but it’s the German car makers that are lighting the road with their content engaging fans the best. 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: May 1st – 31st 2014
  • 6. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Automotive sector Among all Automotive pages from Australia, Polestar was engaging best with its fans. Among all Automotive pages from Australia, Ferrari talked the most about themselves. With a growth rate of 7.9%, Lamborghini (Australia) enjoyed the highest fan growth rate among the top 15 Automotive brands Pirelli grew its fan-base faster than all other Automotive pages from Australia. Among the top 15 brands, on an average, 23% of content posted by admins was “brand related”. 1,128 new posts were written across the top 15 ‘brand walls’. That’s an average of 2.4posts per day - per wall! To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  • 7. Brand Fans % Increase in Fans Engagement Score Showpo 382,770 3.56 654 Coles 760,814 7.17 271 Kmart Australia 247,436 10.76 611 Woolworths 643,965 1.92 300 Mimco 296,049 6.76 232 Comparing the Top Retail Chain Brands One of the most successful sectors on social media in Australia, retail chain brands have built legions of fans on Facebook with no sign of slowing down. Indeed, Kmart Australia is serious about playing catchup – growing at over 10% in May and was the second most engaging brand in the sector after Showpo. 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: May 1st – 31st 2014
  • 8. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Retail Chain sector Among all Retail Chains pages from Australia, Vanity Fair Lingerie was engaging best with its fans. Among all Retail Chains pages from Australia, David Jones talked the most about themselves. With a growth rate of 11%, Kmart Australia enjoyed the highest fan growth rate among the top 15 Retail Chain brands. Vanity Fair Lingerie grew its fan- base faster than all other Retail Chains pages from Australia. 5,503 new posts were written across the top 15 ‘brand walls’. That’s an average of 11.8posts per day - per wall! Among the top 15 Retail Chain brands, on an average, 13% of content posted by admins was “brand related”. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  • 9. Understanding Selected Top Brands
  • 10. Audi had an engagement score of 723, while the average Australian brand from the Automotive sector had an engagement score of 439. Audi’s 62 posts were collectively liked 58,000 times and shared over 2,300 times. This was the highest when compared to all other Automotive brands from Australia. Audi leads on Fan Engagement See appendix on how engagement scores are calculated.
  • 11. Showpo’s content strategy was image centric. 98% of Showpo’s 590 posts carried images in May. Showpo also had the highest engagement score of 654, while the average Australian brand from the Retail Chain sector only had an engagement score of 205. Showpo knows the way to a shopper’s heart 1 2 1 2
  • 12. Brand Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time (hh:mm) @CommBank 36,557 4.63 181 2,390 07:22 @ANZ_AU 28,852 9.06 155 173 11:24 @NAB 25,684 4.54 136 N/A 06:47 @Westpac 23,447 4.07 114 N/A 03:23 @NetBank 20,393 1.88 27 N/A 01:47 Comparing the Top Banking Brands CommBank is the sector leader on Twitter, with a higher follower count and engagement score than other banks. NetBank has the quickest reply time but it only replied to 100 tweets in May while NAB replied to over 500 tweets in an average of just less than 7 hours per tweet. To see more comparative data on these banks, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May 1st – 31st 2014
  • 13. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Banking Sector Of all the tweets by banking brands in Australia, 70% were replies. Banks in Australia take an average of 7 hours to reply to a tweet. The banking sector in Australia grew by 3.4% on Twitter. BankWest is also one of the fastest growing banks on Twitter growing at 24%. NAB is prolific with its tweets, tweeting over 650 times while the average bank tweeted just 300 times. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. Most banks follow back 23% of their followers but BankWest follows back over 72%.
  • 14. Brand Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time (hh:mm) @QantasAirways 183,556 3.74 89 7,220 05:39 @VirginAustralia 132,716 3.61 100 7,157 00:56 @JetstarAirways 70,140 3.54 126 N/A 04:42 @CathayPacificAU 4,284 2.83 130 N/A 16:02 Comparing the Top Aviation Brands Despite Qantas being the clear market leader in Australia, Virgin Australia is taking its customer support seriously by replying to far more tweets in a fraction of the time that Qantas does. Additionally, Virgin Australia is beating Qantas when it comes to engagement although Cathay Pacific is also doing a great job of engaging its followers. To see more comparative data on these airlines, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May 1st – 31st 2014
  • 15. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Aviation sector 97% of tweets from airlines in Australia are replies, 2.95% are proactive tweets. Airlines in Australia took an average of 3 hours to respond to a tweet. The average airline from Australia follows just 9.5% of its followers back. Qantas is the dominant leader in terms of followers and is still the fastest growing airline. The top 4 airlines in Australia sent over 4,700 tweets, 50% of them came from Virgin Australia. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric. Cathay Pacific AU had a higher engagement score (130) than the average airline in Australia.
  • 16. SO Understanding Selected Top Brands
  • 17. CommBank tends to see good follower growth when it uses hashtags. In May, there was a 0.72 correlation between the number of times a hashtag was used and the number of new followers. This resulted in a higher follower growth than the sector – remarkable considering CommBank is already the most followed Australian bank. CommBank Leverages The Budget For Growth 0 50 100 150 200 250 HashtagUsage&NewFollowers Hashtag Usage by CBA versus New Followers New Followers #budget2014* #cbablog* #business*
  • 18. Virgin Australia knows its customers need help around the clock and it provides 24/7 customer support on Twitter. Its staff have lightning fast fingers too, with 70% of its 2,300 replies coming within 15 minutes of the person asking the question. Virgin Australia – A Customer Service Leader The spike in mentions was caused by a #tweet4seats contest by @StaTravelUS where people in the US could win a trip to Australia. Virgin Australia was not involved in the tweeting but still benefited from over 1,400 mentions. This huge spike in Average Reply Time (ART) was due to Virgin Australia responding to a tweet from March.
  • 19. Brand Number of Subscribers Total Views %Increase in Views New Videos Uploaded IKEA Australia 922 1,577,940 4.9 0 Lorna Jane 4,364 739,365 2.7 2 JB HI-FI 897 608,674 7.7 17 Cotton On 754 214,756 2.1 1 SurfStitch.com 228 286,635 2.2 0 Comparing the Top Retail Brands JB Hi-FI uploaded the highest number of videos in May, and also had the highest rate of view growth, while IKEA Australia uploaded no new videos but had the highest number of new views. 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: May 1st – 31st 2014
  • 20. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Mobile sector Nokia Australia added the highest number of subscribers on YouTube in May. The average length of a video among the Top Mobile brands in Australia is 1min, 32secs. With a growth rate of 4.1%, Nokia Australia enjoyed the highest growth rate in total video views among the Top Mobile brands in Australia. Nokia Australia uploaded 8 videos, the most in the Mobile sector in May. With a growth rate of 4.2%, Nokia Australia had the highest subscriber growth rate for Mobiles in Australia. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  • 21. Brand Number of Subscribers Total Views %Increase in Views New Videos Uploaded Nokia Australia 1,382 2,056,048 4.1 8 Nokia New Zealand 101 326,611 0.08 0 Huawei Mobile AU 99 123,173 0.20 0 Comparing the Top Mobile Brands Nike Australia uploaded the most videos in May, and also had the highest increase in views and subscribers. To see more comparative data on these airlines, send us an email and we’ll get you started on a free trial of Unmetric. All data for the time period: May 1st – 31st 2014
  • 22. All data for the time period: May 1st – 31st 2014 Uncovering the best of the Retail sector The Top 5 Retail YouTube Channels from Australia cumulatively added 396 new subscribers in May. With a growth rate of 14%, JB Hi-Fi Official saw the highest growth rate in subscribers among Top 5 Retail brands. With a growth rate of 8.2%, SurfStitch.com enjoyed the highest growth rate in total video views among the Top 5 Retail brands. IKEA AUSTRALIA had the most average views per video in May. The average length of a video of the Top 5 Retail brands in May. is 1min, 57secs. To discover more insights like these, send us an email and we’ll get you started on a free trial of Unmetric.
  • 23. SO Understanding Selected Top Brands
  • 24. The JB HI-FI YouTube channel uploaded 17 new videos in May, more than 8 times the average number of videos uploaded by the Retail sector in Australia. JB HI-FI With 43,564 views gained, the brand had a higher growth rate (7.7%) than the average Retail YouTube channel from Australia.
  • 25. The brand’s ‘Big and Beautiful’ ad for the Nokia Lumia 1320 received more than 36,500 views in May. Nokia Australia The video, uploaded in February 2014, has now been viewed more than 87,000 times.
  • 26. 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
  • 27. 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. Engagement Score The default Unmetric values for x and y are 5 and 10 respectively.
  • 28. 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. Audience Reception Rate = (Fans or Followers) 0.8 Engagement ScoreAudience Reception Rate
  • 29. 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.