Social Media Shakedown of Top Australian Brands - March 2014
 

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Social Media Shakedown of Top Australian Brands - March 2014

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Australian brands are aware of the simple truth that contests and sweepstakes invariably promote engagement. Platform isn’t a restraint either, as brands took to Facebook, Twitter and YouTube to ...

Australian brands are aware of the simple truth that contests and sweepstakes invariably promote engagement. Platform isn’t a restraint either, as brands took to Facebook, Twitter and YouTube to announce their offers. The Australian no-nonsense attitude comes across as brands get straight to the point, and this obviously resonates with their fans.

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Social Media Shakedown of Top Australian Brands - March 2014 Presentation Transcript

  • 1. TOP AUSTRALIAN BRANDS ON SOCIAL MEDIA MARCH 2014
  • 2. Australian brands are aware of the simple truth that contests and sweepstakes invariably promote engagement. Platform isn’t a restraint either, as brands took to Facebook, Twitter and YouTube to announce their offers. The Australian no- nonsense attitude comes across as brands get straight to the point, and this obviously resonates with their fans. This report is a compilation of successful and engaging campaigns that brands have run on social media in Australia last month. All images in this report are hyperlinked to their original post but if you want to find out in detail what brands did to capture the attention of their audience, grab your free trial here.
  • 3. 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. Unmetric works with leading brands and agencies to help them establish benchmarks for their social media activities. The Unmetric SaaS platform creates more efficient social media teams and drives down costs by providing deep qualitative and quantitative data in an intuitive, easy-to-use online platform. Some of our clients
  • 4. Analysis of Brands on FACEBOOK
  • 5. Sector Leaders in Australia – March 2014 (Based on the Unmetric Score* for Facebook) Sector Brand Automotive Aviation Banking Consumer Electronics Mobiles & Handhelds Sector Brand Food & Beverages Retail Chains Insurance Restaurant Telecom 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). The number is normalized to give brands a score between 0 and 100. March 2014
  • 6. A Closer Look Into These Sectors & Brands
  • 7. BRAND FANS INCREASE IN FANS(%) NO. TALKING ABOUT (% OF FANS) ENGAGEMENT* Showpo 354,617 -0.07 26.82 587 Coles 692,847 3.15 1.53 353 Woolworths 613,780 1.94 2.02 329 Big W 325,567 11.85 0.27 129 Target Australia 423,809 1.72 1.06 112 Comparing Top Retail Chain Brands March 01st – 31st, 2014 *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.
  • 8. Woolworths – Win with Woolworths The Retail Chain brand held a contest for the chance to win Dreamworks Action Card ‘Heroes Collector’ packs, and saw heightened activity on their app as a result. Win with Woolworths averaged a MAU (Monthly Active Users) count of 7,406 which is more than 14 times the sector average from Australia (521). The spike in activity coincides with the post announcing the Dreamworks contest
  • 9. BRAND FANS INCREASE IN FANS(%) NO. TALKING ABOUT (% OF FANS) ENGAGEMENT Mercedez Benz Australia 197,870 5.28 4.83 608 Audi Australia 125,543 2.08 7.21 721 BMW Australia 163,151 2.57 4.94 718 Holden 425,186 0.6 0.59 227 Hyundai Australia 280,027 1.89 0.88 167 Comparing Top Automobile Brands March 01st – 31st, 2014
  • 10. Mercedes Benz Australia – Ultimate Fans Challenge Mercedes Benz Australia created an ‘Ultimate Fans’ app, offering fans the chance to attend the 2014 Formula 1 Rolex Australian Grand Prix as a VIP. The app received a MAU of 4,767 which is more than 12 times greater than the average app from the Automotive Sector from Australia The post announcing the winner of the challenge received an engagement score of 761
  • 11. BRAND FANS INCREASE IN FANS(%) NO. TALKING ABOUT (% OF FANS) ENGAGEMENT Lorna Jane 936,523 0.46 1.21 75 UGG Australia 2,308,828 0.04 0.26 35 Michael Hill 292,039 0.83 3.25 264 Forever New 268,985 0.32 1.58 345 Nike Football (Australia) 368,801 0.05 1 568 Comparing Top Retail Brands March 01st – 31st, 2014
  • 12. Nike Football–Nike Magista Nike Football Australia unveiled their newest shoe – the Nike Magista, and centred most of their content in March around their new line. The unveiling of the shoe saw a spike in their fan growth rate, and the brand had a higher growth rate than the average Retail brand from Australia This video post had an engagement score of 834, which was the highest for the brand in March
  • 13. Analysis of Brands on TWITTER
  • 14. Sector Leaders in Australia – March 2014 (Based on the Unmetric Score for Twitter) Sector Brand Automotive Aviation Banking Consumer Electronics Mobiles & Handhelds Sector Brand Food & Beverages Retail Chains Insurance Restaurant & Café Telecom March 2014
  • 15. A Closer Look Into These Sectors & Brands
  • 16. Brand Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time @Telstra 57,647 1.98 107 19070 00:26:54 @Optus 35,921 5.84 165 11232 01:30:10 @MacquarieTelco 960 2.89 136 8 00:18:01 @VodafoneAU 29,339 1.07 151 680 03:06:05 @TelecomNZ 28,021 2.75 70 1004 06:28:35 Comparing Top Telecom Brands March 01st – 31st, 2014
  • 17. Optus- #EarthHour The telecom brand urged followers to show their support for Earth Hour by turning off their lights on the 29th of March #EarthHour was their most engaging hashtag in March, with an engagement score of 930 This tweet had the highest engagement for the brand, with an engagement score of 992
  • 18. Brand Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time @Dominos_AU 33,852 0.09 90 1281 01:33:50 @PizzaCapers 2,267 0.44 175 112 08:18:58 @HogsBreath 1,414 5.29 312 142 07:05:16 @ciboespresso 2,088 1.36 77 45 05:17:03 @NandosAUS 8,605 0.49 123 177 23:41:40 Comparing Top Restaurant and Café Brands March 01st – 31st, 2014
  • 19. Dominos AU - #burgerpizzalover The #burgerpizzalover hashtag received an engagement score of 345 and was the most used by followers. Dominos Australia introduced the “Cheeseburger Pizzas”, which they promoted with a free pizza offer.
  • 20. Brand Number of Followers % Increase in Followers Engagement Score Mentions Count Average Reply Time @lynxeffect 60,816 0.04 376 1226 04:54:05 @NIVEA_Australia 2,290 2.05 8 116 27:17:09 @TheBodyShopAust 3,846 3.19 98 217 09:46:25 @JurliqueAUS 4,201 1.52 52 44 00:38:46 @RexonaAU 4,377 0.02 - 20 13:10:56 Comparing Top Personal Care Brands March 01st – 31st, 2014
  • 21. Lynx Effect- #TitanfallFriday Lynx Effect held a contest where followers had to retweet the brand for a chance to win two copies of the Titanfall game for Xbox One. The contest resulted in high engagement for the brand. The hashtag #TitanfallFriday garnered an engagement score of 998, and was the most used by followers
  • 22. Analysis of Brands on YOUTUBE
  • 23. Sector Leaders in Australia – March 2014 (Based on the Unmetric Score for YouTube) Sector Brand Automotive Aviation Banking Consumer Electronics Mobiles & Handhelds Sector Brand Food & Beverages Retail Chains Insurance Restaurant & Café Telecom March 2014
  • 24. Coca Cola Australia 2014 FIFA World Cup Promotion Coca Cola Australia launched its World Cup campaign with a contest, and consequently had a higher growth rate (8.5%) than the average Food/Beverage YouTube channel from Australia (3.6%).
  • 25. HP Australia “HP’s Guide to Mobile Printing” HP Australia released a series of videos highlighting the benefits of mobile printing. This series caused a sharp spike in video views for the brand, and resulted in a growth rate of 17.2%, which is more than 3 times the sector average from Australia (5.2%)
  • 26. Methodology Unmetric compiled this report by sourcing data from its own benchmarking platform. Click here to gain access to all this data by claiming a free 6 day trial. We analyze data from:
  • 27. THANK YOU Please contact us at info@unmetric.com for more information
  • 28. APPENDIX
  • 29. Unmetric Score 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.
  • 30. 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. 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 The default Unmetric values for x and y are 5 and 10 respectively. 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. Engagement Score Audience Reception Rate = (Fans or Followers) 0.8