Top Australian Brands on Social Media - October 2013
 

Top Australian Brands on Social Media - October 2013

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Lipton Iced Tea quite literally sparkles on Facebook, Virgin Australia is the only airline to take customer support on social media seriously and One Direction helps Coles go viral on Twitter. Yet, ...

Lipton Iced Tea quite literally sparkles on Facebook, Virgin Australia is the only airline to take customer support on social media seriously and One Direction helps Coles go viral on Twitter. Yet, Australian brands appear to be reluctant to take to YouTube, with most videos only attracting a handful of views.

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

    • Top Australian Brands on Social Media – October 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 October 2013 Brand
    • A closer look into these sectors & brands
    • Comparing Top Food/Beverage Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.8 % 44 16 40 65 % 1.5 % 3.1 % 37 71 155 45.8 % 996,045 0.17 % 0.24 % 21 8 116 59.5 % V Energy Drink Australia 542,275 0.08 % 0.62 % 21 93 44 52.3 % Lipton Ice Tea Australia 207,859 2.9 % 2.6 % 11 116 33 60.6 % Total Fans Fan Growth Pringles Australia 965,923 4.9 % Vegemite 445,347 Coca Cola Australia October 2013
    • Lipton Ice Tea - Sparkling Lipton Ice Tea Australia posted updates around the launch of the new ‘Ice Tea Sparkling’ beverage and this engaged best with its fans. The average engagement score for the brand was 116, while the sector average was 24.
    • Comparing Top Retail Chain Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 4.3 % 71 65 1,517 71.9 % 3.4 % 3.2 % 43 90 3,489 29.2 % 382,288 2.1 % 2.4 % 48 25 398 93.2 % Big W 247,867 3% 2.3 % 62 33 351 87.5 % Country Road 162,967 2.2 % 2.3 % 58 29 94 85.1 % Total Fans Fan Growth Coles 583,703 5.4 % Woolworths Australia 542,256 Target Australia October 2013
    • Woolworths Australia – Aussie Animal Cards Woolworths Australia held a special Aussie Animals Trading Day for Aussie Animal Card collectors and promoted the event via their Facebook page The Aussie Animal Cards related posts garnered an engagement score of 279, while the overall engagement score was 90. Woolworths Australia’s average engagement score was 4 times the sector average of 21.
    • Comparing Top Aviation Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.4 % 15 39 463 76.7 % 1.6 % 2.1 % 37 15 479 80.2 % 128,773 1% 0.68 % 20 18 109 67 % FlyScoot Australia 70,748 11.2 % 2.9 % 26 36 26 15.4 % Cathay Pacific (Australia) 23,397 23 % 7.6 % 23 83 18 55.6 % Total Fans Fan Growth Qantas 425,361 1.8 % Virgin Australia 299,247 Air Asia Australia October 2013
    • Virgin Australia – Average Response Time Virgin Australia has the fastest fingers on Facebook compared to other Australian Airlines in October. The brand replied to 384 fan queries in an average of 46 minutes. Virgin Australia Qantas Cathay Pacific Australia Air Asia Australia FlyScoot Australia 46 mins 355 mins 632 mins 822 mins 8987 mins
    • 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 Aviation Retail Chains Banking Insurance Consumer Electronics October 2013 Food & Beverages Restaurant Brand
    • A closer look into these sectors & brands
    • Comparing Top Restaurant & Café Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Nando’s Australia 7,692 16.2 % 490 65 374 188 7:31:55 Domino’s Australia 29,322 -0.39 % 42 33 298 3 1:39:21 Pizza Capers 2,237 -0.09 % 107 27 73 - 11:15:29 1,907 1.3 % 152 28 25 33 14:03:35 2,854 2.6 % 45 21 43 35 26:48:04 CIBO Espresso Hungry Jack’s October 2013
    • Nando’s Australia - #PeriPerks Nando’s Australia ran a Peri-Perks contest and a VIP event in October which was promoted extensively on Twitter. #PeriPerks was the most used hashtag by the brand and its followers in October. The hashtag had an engagement score of 368 . Nando’s Australia had an overall engagement score of 490, which is more than 8 times the sector average of 56.
    • Comparing Top Retail Chain Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Harris Scarfe 681 11.2 % 93 101 34 61 13:40:31 Coles Supermarkets 15,123 21.7 % 404 48 253 13 10:53:42 David Jones 16,458 3.3 % 29 222 1 97 0:21:29 The Good Guys AU 5,146 32.8 % 227 111 162 32 1:06:30 Country Road 9,026 1.8 % 36 15 55 29 10:23:47 October 2013
    • Coles Australia - #Coles1d Coles asked its Twitter followers to post a photo to show that they’re the biggest One Direction fan using the hashtag #Coles1d. The hashtag had an engagement score of 896 and was used 56 times by the brand and 1,697 times by its followers After the announcement of the competition on the 15th October, the usage of the hashtag #Coles1d peaked to become the most used hashtag.
    • Comparing Top Banking and Finance Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets CommBank 26,380 6.1 % 143 144 491 27 9:04:38 Visa Australia 270 12.2 % 583 6 2 3 1:18:28 NAB 20,069 3.3 % 119 58 383 4 12:53:58 Bankwest 5,107 3% 89 90 93 3 6:10:32 NetBank 17,658 1.8 % 44 32 67 4 8:07:35 October 2013
    • NAB - #MoreLess NAB tweeted more about the ‘More Give, Less Take’ campaign using the hashtag #MoreLess and this engaged best with its followers. #MoreLess was the most used hashtag for the brand in October with an engagement score of 109
    • 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 October 2013 Brand
    • A closer Look at Selected Top Brands SO
    • Volkswagen Australia Welcome to the Family Volkswagen Australia’s ‘Welcome to the Family’ video was the most watched video on its YouTube out of the 4 new uploads in October. The video was garnered more than 6,000 views in 6 days,
    • Qantas Qantas Cash TVC The Qantas Cash TV commercial was the most watched video on Qantas’ YouTube channel in October with 46,000 views
    • Cotton On Lara Bingle Swimwear for Cotton On Body Cotton On’s Lara Bingle Swimwear video, which was uploaded on 31st October, gained 16,000 views in just one day
    • 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.