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Top Australian Brands on Social Media - December 2013
 

Top Australian Brands on Social Media - December 2013

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Contests, deals and offers were a go-go over the Christmas period for Australian brands as they looked to ramp up consumer engagement. Insurance company Medibank proved that you can make insurance ...

Contests, deals and offers were a go-go over the Christmas period for Australian brands as they looked to ramp up consumer engagement. Insurance company Medibank proved that you can make insurance interesting with a series of Twitter chats that captured the attention of followers while Cathay Pacific tried to inspire wanderlust amongst its Facebook fans with a series of hot deals on airfares to Europe.

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

    • Top Australian Brands on Social Media – December 2013 analyzed by
    • ANALYSIS OF BRANDS ON SO FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
    • Sector Leaders in Australia (Based on the Unmetric Score for Facebook) Sector Brand Sector Automotive Food & Beverages Aviation Retail Chains Banking Insurance Consumer Electronics Restaurant Mobiles & Handhelds Telecom December 2013 Brand
    • A closer look into these sectors & brands
    • Comparing Top Mobile & Handhelds Brands Engagement Audience Conversation (as % of fans) Brand Name Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 3.9 % 19 123 37 62.2 % 0.67 % 0.37 % 22 5 97 34 % 137,990 0.24 % 0.26 % 40 6 106 63.2 % 46,046 5.6 % 1.4 % 17 2 9 55.6 % Total Fans Fan Growth Sony Mobile Australia 50,913 6.7 % HTC Australia 285,300 Nokia Australia Huawei Australia December 2013 Community
    • Sony Mobile Australia - Xperia Z ‘Ultimate Entertainer Contest Sony Mobile Australia ran two rounds of the ‘Ultimate Entertainer’ contest between the 11th and the 20th of December. Posts around the contest engaged the best with its fans on Facebook. Sony Mobile Australia’s fan growth and the number of fans talking about the brand peaked during the contest period. As a result, Sony Mobile Australia’s Facebook page garnered an average engagement score of 123, which is more than 3 times the sector average of 40.
    • Comparing Top Aviation Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1,1 % 12 51 421 60.6 % 1.4 % 1.5 % 34 24 449 76.6 % 132,094 1.3 % 0.85 % 14 33 92 83.7 % FlyScoot Australia 87,379 4.8 % 3% 23 41 63 4.8 % Cathay Pacific Australia 33,092 3.4 % 5.2 % 13 147 24 75 % Total Fans Fan Growth Qantas 443,735 1.3 % Virgin Australia 325,522 AirAsia Australia December 2013
    • Cathay Pacific Australia – Deals and Offers Cathay Pacific Australia’s posted updates on its Facebook page around deals and offers in December. These posts engaged the best with its fans. As a result, the overall average engagement score for the airline brand was 147, which is more than twice the sector average of 56.
    • Comparing Top Retail Chain Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 31.7 % 72 37 586 77.1 % 7% 4.4 % 48 68 907 83.7 % 646,217 3.7 % 2.1 % 49 37 889 89.5 % The Good Guys 311,273 2% 1.4 % 3 102 232 94.4 % Jeanswest 92,739 3.6 % 2.3 % 27 72 206 14.6 % Total Fans Fan Growth ALDI Australia 139,350 546.3 % Woolworth’s Australia 586,786 Coles December 2013
    • Jeanswest – Summer Giveaways Jeanswest ran a 14-day giveaway contest between the 9th and 22nd December. The updates around the giveaways generated lots of buzz for the brand. Jeanswest’s average engagement score was 72 in December, which is close to 3 times the sector average of 26. Jeanswest ramped up its fan base much faster during the period of the giveaways and more number of fans were talking about the brand during the same period.
    • ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
    • Sector Leaders in Australia (Based on the Unmetric Score for Twitter) Sector Brand Sector Automotive Food & Beverages Aviation Retail Chains Banking Insurance Consumer Electronics Restaurant & Café Mobiles & Handhelds Telecom December 2013 Brand
    • A closer look into these sectors & brands
    • Comparing Top Retail Chain Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Coles Supermarket 16,632 1.4 % 186 49 527 6 6:34:39 Harris Scarfe 780 3.3 % 106 52 9 32 9:07:03 The Good Guys AU 5,452 2.2 % 284 131 255 4 1:01:35 Peters of Kensington 1,847 1.2 % 93 38 11 1 10:28:41 Dick Smith 6,810 3.1 % 105 24 132 4 4:14:30 December 2013
    • The Good Guys AU - #thegoodguysftw The Good Guys AU ran a series of giveaway Twitter contests in December which engaged well with its followers and the retail chain brand promoted the giveaways using the hashtag #thegoodguysftw. #thegoodguysftw was the most used hashtag by the brand and its followers. As a result, The Good Guys AU saw an overall average engagement of 284, which is 6 times the sector average of 48.
    • Comparing Top Insurance Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Bupa Australia 7,172 4% 413 82 263 79 12:38:39 Medibank 2,353 9.4 % 105 263 191 163 9:10:20 NRMA Motoring Services 4,259 1.4 % 139 81 61 23 3:45:49 Life Broker 504 1% 381 28 2 23 0:21:50 AMP AU 1,900 2.3 % 231 18 7 2 5:04:48 December 2013
    • Medibank - #GenBetter Twitter Chats Medibank conducted three #GenBetter Twitter chats on the 4th, 11th and the 18th December. These chats generated lots of buzz for the brand and #GenBetter was the most used hashtag by the brand and its followers. The usage of the hashtag #GenBetter peaked during the three Twitter chats.
    • Comparing Top Mobile & Handhelds Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Nokia Australia 3,044 3.9 % 146 58 62 27 34:53:55 HTC Australia 10,117 0.27 % 129 8 - - - Huawei Australia 2,590 5% 63 3 - - - December 2013
    • Nokia Australia – Appy Christmas Competition Each day until Christmas, Nokia Australia, celebrated one of the 190,000 apps available for its Windows Phone by giving away $20 app vouchers. The mobile phone brand used the hashtag #AppyXmasAU to promote the competition and #AppyXmasAU was one of the most engaging hashtags with an engagement score of 222. #AppyXmasAU was the most used hashtag by the brand and its followers in December.
    • ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
    • Sector Leaders in Australia (Based on the Unmetric Score for YouTube) Sector Brand Sector Automotive Food & Beverages Aviation Retail Chains Banking Insurance Consumer Electronics Restaurant & Café Mobiles & Handhelds Telecom December 2013 Brand
    • A closer Look at Selected Top Brands SO
    • Domino’s Australia Introducing Domino’s New Wagyu Duet Pizza Domino’s Australia’s video about the new Wagyu Duet pizza was the most watched on its channel with more than 291,000 views.
    • Target Australia Target Sale On Now Target Australia’s ‘Target Sale On Now’ video garnered more than 95,000 views to become the most viewed video for the brand in December
    • Myer Australia The Power of Give – A Special Christmas Delivery Myer’s ‘Power of Giver’ video saw more than 5,000 views and was the most viewed video on its channel in December
    • THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.