Top Australian Brands On Social Media in September 2013

1,046
-1

Published on

The Top Australian brands are weighed and measured for their social media performance to find out which ones are doing the best job of growing and engaging their online communities.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,046
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Top Australian Brands On Social Media in September 2013

  1. 1. Top Australian Brands on Social Media – September 2013 analyzed by
  2. 2. The Platform Unmetric monitors over 10,000 brands across 30 sectors and all major countries. We analyze data from: Is Your Brand Social Enough? Not-so-obvious Competitive Intelligence on over 10,000 brands across 30 sectors... so you know who is outsocializing who. And how.
  3. 3. ANALYSIS OF BRANDS ON FACEBOOK SO Fans, Conversations, Engagement, Campaigns, etc...
  4. 4. 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 September 2013 Brand
  5. 5. A closer look into these sectors & brands
  6. 6. Comparing Top Aviation Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 5.7 % 66 91 412 53.6 % 1.4 % 1.3 % 13 35 424 56.8 % 127,449 0.83 % 0.68 % 10 45 104 71.2 % FlyScoot Australia 62,221 3.6 % 3.3 % 24 25 17 23.5 % Malaysia Airlines (Australia) 21,913 4.8 % 1.8 % 14 39 - - Total Fans Fan Growth Virgin Australia 294,193 7.8 % Qantas 416,794 Air Asia Australia September 2013
  7. 7. Virgin Australia – Film Festival Virgin Australia invited AFL clubs to create a short film based on the theme ‘Extra Mile’. The Film Festival related posts were the most engaging type of content for Virgin Australia in September with an average engagement score of 281, while the overall average engagement was just 91.
  8. 8. Comparing Top Restaurant & Café Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 3.3 % 45 78 353 58.4 % 37.1 % 11.2 % 34 194 60 75 % 771,908 3.7 % 3.2 % 32 59 499 20 % Starbucks Australia 57,587 2.1 % 5.6 % 10 177 30 50 % Boost Juice 223,404 2.4 % 1.3 % 65 15 70 50 % Total Fans Fan Growth KFC Australia 729,440 1.5 % The Coffee Club (Australia) 15,578 McDonald’s Australia September 2013
  9. 9. Coffee Club Australia – Ricky Martin Concert Coffee Club focussed its content strategy on the upcoming Ricky Martin Concert by posting about contests and games with the Ricky Martin theme. As a result, Coffee Club had the highest average engagement score of 194, while the sector average was just 55. Coffee Club also grew its fan base by 37% during the same period, which is an astounding 46 times the sector average.
  10. 10. Comparing Top Insurance Brands Engagement Audience Conversation (as % of fans) Brand Name Community Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 1.7 % 80 9 33 18.2 % 2.8 % 4.5 % 84 37 65 92.3 % 102,328 1.4 % 0.94 % 9 70 125 81.6 % Swann Insurance 2,522 271 % 40.2 % 22 373 7 57.1 % Insure My Ride 17,930 6.3 % 2% 103 3 35 54.3 % Total Fans Fan Growth Just Car 108,418 2.9 % NRMA Motoring & Services 64,480 AAMI September 2013
  11. 11. Swann Insurance – Australian MotoGP Swann Insurance seemed to know how to engage with its fan base and posted more around Australian MotoGP and its star riders. The brand attained an average engagement score of 373 which is 8 times the sector average of 46.
  12. 12. ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
  13. 13. 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 September 2013 Brand
  14. 14. A closer look into these sectors & brands
  15. 15. Comparing Top Automotive Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Mazda Australia 6,793 3.7 % 37 413 46 64 4:35:54 Kia Australia 8,666 0.57 % 79 49 91 43 8:18:47 Holden 11,632 4.3 % 574 15 18 25 7:28:16 BMW Australia 4,848 3.6 % 169 62 8 25 9:09:22 Renault Australia 1,016 9.6 % 721 27 23 61 3:05:03 September 2013
  16. 16. Renault Australia – New Clio Renault Australia promoted the launch of the its new Clio model extensively on Twitter. #SeriouslyStylish & #newclio were most tweeted hashtags by both brand and its followers. #SeriouslyStylish was the most engaging hashtag in September with an engagement score of 377 and the overall Twitter engagement score for the brand was a whopping 721 during the same time period.
  17. 17. Comparing Top Retail Chain Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets The Good Guys AU 4,155 99.3 % 660 156 472 9 0:44:38 Coles Supermarkets 12,880 23.8 % 533 51 236 7 4:54:51 David Jones 15,944 5% 37 203 3 92 4:14:25 Harris Scarfe 658 22.3 % 117 40 4 30 6:42:33 Country Road 8,843 2.7 % 164 22 78 14 13:53:57 September 2013
  18. 18. The Good Guys - #TheGoodGuysFTW The Good Guys used the hashtag #TheGoodGuysFTW extensively to promote competitions & giveaways in September in an effort to engage with its followers. The overall engagement score was 660, while the sector average was a mere 32. The Good Guys also grew its follower base at the rate of 99.3% in September which is more than 22 times the sector average of 4.4%
  19. 19. 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 25,042 3.2 % 60 143 428 23 4:03:23 NAB 19,539 2.7 % 168 56 477 1 10:03:24 NetBank 17,247 2.2 % 20 21 84 7 4:45:00 Westpac Bank 17,339 2.3 % 175 51 239 12 12:08:43 Bankwest 4,985 3% 50 71 99 - 14:00:16 September 2013
  20. 20. NAB – Footify FM NAB brought together 20 commentators to call the AFL Grand Final in 10 different languages on the Footify FM. #Footify was the most engaging hashtag with an engagement score of 208. Followers tweeted the hashtag 187 times. The overall engagement score was 168, while the sector average was just 50.
  21. 21. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  22. 22. 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 September 2013 Brand
  23. 23. A closer Look at Selected Top Brands SO
  24. 24. KFC Australia New Zinger Pie KFC Australia’s New Zinger pie video was the most viewed video on its channel with more than 5,000 views. The video gained more than 2,700 views between 9th and 10th September.
  25. 25. Myer Australia One Direction Our Moment TVC - Behind the Scenes Myer Australia’s behind the scenes of the One Direction Our Moment TVC garnered more than 8,400 views and was most viewed video on its channel in September.
  26. 26. Target Australia Gok – Spring Kids Launch Target Australia’s Spring Kids Launch video which was released on September 26th garnered more than 60,000 views in just 4 days.
  27. 27. 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.

×