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Top Australian Brands on Social Media - May 2013
 

Top Australian Brands on Social Media - May 2013

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Unmetric takes a look at the top brands in Australia and their creative social media campaigns in May 2013. With analysis of Audi Australia, Qantas, Bankwest, Lifebroker and one very famous ...

Unmetric takes a look at the top brands in Australia and their creative social media campaigns in May 2013. With analysis of Audi Australia, Qantas, Bankwest, Lifebroker and one very famous entrepreneur dressed up in drag serving tea and biscuits to shocked air travellers, this is one report every social media manager needs to read.

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    Top Australian Brands on Social Media - May 2013 Top Australian Brands on Social Media - May 2013 Presentation Transcript

    • analyzed byTop Australian Brands on Social Media
    • The PlatformUnmetric monitors over 10,000 brandsacross 30 sectors and all major countries.We analyze data from:Is Your Brand Social Enough?Not-so-obvious Competitive Intelligence onover 10,000 brands across 30 sectors...so you know who is outsocializing who. Andhow.
    • SO ANALYSIS OFBRANDS ONFACEBOOKFans, Conversations, Engagement,Campaigns, etc...
    • Sector Leaders in Australia(Based on the Unmetric Score for Facebook)Sector BrandAutomotiveAviationBankingConsumer ElectronicsSector BrandFood & BeveragesRetail ChainsInsuranceRestaurantMay 2013
    • A closer lookinto thesesectors & brands
    • Comparing Top Automotive BrandsBrand NameAudienceConversation(as % of fans)Engagement Community Admin Posts Engagement Fan Posts% of FanPostsAdminRespondedTotal Fans Fan GrowthAudi Australia 64,170 6.03 % 10.8 % 88 138 38 26.32 %BMW Australia 94,519 1.27 % 7.68 % 41 183 50 54 %Ford Australia 73,637 11.29 % 5.84 % 28 57 313 16.81 %HyundaiAustralia153,861 10.03 % 3.09 % 32 39 133 32.31 %Mercedes-BenzAustralia74,790 14.88 % 10.01 % 31 183 26 50 %May 2013
    • Audi Australia – Audience GrowthAudi Australia saw a huge spurt in fan growthafter several highly engaging postsAudi Australia had a growth rate of 6.03%far higher than the 2.5% sector average
    • Audi Australia – Shared Stunning PhotosAudi Australia’s engagement strategy revolved aroundPosting plenty of photos by their fans and famous artists.Black seems to be the colour of choice for many fans.
    • Comparing Top Aviation BrandsBrand NameAudienceConversation(as % of fans)Engagement Community Admin Posts Engagement Fan Posts% of FanPosts AdminRespondedTotal Fans Fan GrowthAirAsia Australia 120,078 0.61 1.15 8 83 97 64.52Cathay PacificAirways(Australia)16,743 -0.75 0.79 10 30 21 85.71FlyScoot Australia 48,509 0.7 0.46 16 15 15 -Qantas 365,675 2.06 1.78 10 55 527 72.35Virgin Australia 251,184 1.62 1.59 31 33 494 84.25May 2013
    • AirAsia Australia & Sir Richard BransonSir Richard Branson was fulfilling a bet he lost to AirAsia CEO, Tony Fernandes,by dressing and serving as a flight attendant.We have to be honest, big respect for doing it,but seeing Richard walking with a trolleywould be enough to make anyone air sick!
    • Comparing Top BanksBrand NameAudienceConversation(as % of fans)Engagement Community Admin Posts Engagement Fan Posts% of FanPostsAdminRespondedTotal Fans Fan GrowthCommonwealthBank434,351 3.35 % 2.91 % 26 56 398 83.33 %NAB 96,150 0.62 % 2.26 % 15 8 141 85.82 %Westpac 55,509 2.71 % 3.54 % 48 37 178 93.57 %Bankwest 21,130 17.53 % 16.07 % 19 190 97 72.84 %BNZ 13,501 3.81 % 4.08 % 22 67 53 71.7 %May 2013
    • Bankwest – Are You Fan Enough?Bankwest’s “Are You Fan Enough?” contest involved a well received Facebook App and plenty ofhighly engaging posts – fans wanted an appearance from JK!
    • Comparing Top Retail ChainsMay 2013Brand NameAudienceConversation(as % of fans)Engagement Community Admin Posts Engagement Fan Posts% of FanPostsAdminRespondedTotal Fans Fan GrowthWoolworthsAustralia496,368 0.64 % 2.99 % 80 39 655 77.38 %Coles 411,420 6.12 % 5.08 % 100 53 331 85.2 %Target Australia 342,111 4.15 % 3.1 % 25 59 437 96.1 %BIG W 220,776 2.34 % 7.39 % 63 81 455 92.47 %Bing Lee - I LikeBing Lee!57,608 10.02 % 3.05 % 149 19 52 60 %
    • Target Australia – Customer ServiceResponded to a staggering 96% of Fan PostsAverage reply time: 5hrs, 23mins, 55secsFans initiated 436 conversations on theTarget Australia wall. The brandparticipated in 96.1% of theseconversations
    • ANALYSIS OFBRANDS ONTWITTERFollowers, Customer Service Metrics,Campaigns, etc...
    • Sector Leaders in Australia(Based on the Unmetric Score for Twitter)Sector BrandAutomotiveAviationBankingConsumer ElectronicsSector BrandFood & BeveragesRetail ChainsInsuranceRestaurantMay 2013
    • A closer lookinto thesesectors & brands
    • Brand Name Total FollowersFollowersGrowthNumber of TweetsAverageResponse TimeProactiveTweetsReplies RetweetsDavid Jones 12,778 5.90% 297 18 98 8:57:28Country Road 7,845 3.70% 11 23 17 8:29:03Coles 7,715 5.70% 43 127 9 2:12:58Peter Kensington 1,710 1.80% 77 34 3 4:55:52Target Australia 1,034 9.20% 0 2 0 7:00:44Comparing Top Retail BrandsMay 2013
    • David Jones Store – #djs175David Jones Store celebrated its 175th anniversary and it became a focus for mostof its tweets. The hashtag #djs175 was its most popular hashtag of the month.
    • Comparing Top Automotive BrandsBrand Name Total FollowersFollowersGrowthNumber of TweetsAverageResponse TimeProactiveTweetsReplies RetweetsHolden 9,585 3.70% 29 60 33 3:58:27Kia Australia 6,163 12.10% 54 123 22 25:26:21Mazda Australia 5,491 1.50% 401 20 32 4:20:47BMW Australia 4,013 4.80% 47 12 17 8:19:32Hyundai Australia 2,971 3.30% 12 7 12 5:06:55May 2013
    • Mazda Australia – #mx589% of Mazda Australia’s tweets were proactive tweets and hashtag #mx5was used around 41 times
    • Comparing Top Aviation BrandsBrand Name Total FollowersFollowersGrowthNumber of TweetsAverageResponse TimeProactiveTweetsReplies RetweetsQantas Airways 120,546 3.30% 21 395 3 4:35:19Virgin Australia 90,383 3.40% 28 1,011 0 0:39:47Jetstar Airways 44,990 3.60% 14 628 10 7:47:27Cathay PacificAustralia2,181 3.20% 11 32 1 14:54:10May 2013
    • Virgin Australia – Customer ServiceVirgin Australia has the fastestAverage Response Time of 38 minutes.03:13:0014:54:1007:47:2704:35:190:38:00Australian Aviation SectorCathay Pacific AustraliaJetstar AirwaysQantas AirwaysVirgin AustraliaApart from plain text, ‘Request to viewa link’ was the most common type ofreply by Virgin Australia. The airlinewas also quick to offer an apology toinconvenienced travellers
    • Comparing Top Insurance BrandsBrand Name Total FollowersFollowersGrowthNumber of TweetsAverageResponse TimeProactiveTweetsReplies RetweetsBupa Australia 3,312 4.60% 150 113 2 434:40:47AMP 1,372 5.90% 32 2 2 1:43:54Nib Health Funds 955 3.30% 6 15 9 16:46:58AAMI Insurance 697 3.80% 9 63 1 1:11:08LifebrokerAustralia422 1.20% 80 5 26 0:27:01May 2013
    • Lifebroker – #mfaaconvention2013#mfaaconvention2013 was the most used hashtag by Lifebroker
    • SO ANALYSIS OFBRANDS ONYOUTUBEViews, Shares, Uploads, Top Video, etc...
    • Sector Leaders in Australia(Based on the Unmetric Score for YouTube)Sector BrandAutomotiveAviationBankingConsumerElectronicsSector BrandFood & BeveragesRetail ChainsInsuranceRestaurantMay 2013
    • SO A closer Look atSelected TopBrands
    • Kia Motors – Pick of the DayVideo Views GrowthExtended the “Never An Unforgettable Moment”campaign to the Football stadium with hilarious results!Close to 2 Million Views in 7 Days!
    • Qantas – New UniformVideo Views GrowthNew Qantas Uniform: Behind the Sceneswith Miranda Kerr
    • Coles – New UploadsColes uploaded 5 New Videos totheir YouTube channel
    • About Unmetric :THANK YOUPlease contact us atinfo@unmetric.comfor more informationUnmetric works with leading brands and agencies to help them establish benchmarks for their social media teams andsocial media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understandingand driving down costs by creating more efficient social media teams.