Top Australian Brands on Social Media - February 2014
 

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Top Australian Brands on Social Media - February 2014

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Two months in to the New Year and brands are on the look out for interesting ways to engage with their followers. February being the month of love, the campaign script has already been written for ...

Two months in to the New Year and brands are on the look out for interesting ways to engage with their followers. February being the month of love, the campaign script has already been written for most brands, all that changed was the execution as brands came up with innovative ways to make followers fall in love with them. Check out the whole story here: http://bit.ly/1hSl3gB

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Top Australian Brands on Social Media - February 2014 Presentation Transcript

  • 1. Top Australian Brands on Social Media – February 2014 analyzed by
  • 2. ANALYSIS OF BRANDS ON SO FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
  • 3. 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 February 2014 Brand
  • 4. A Closer Look Into These Sectors & Brands
  • 5. Comparing Top Automotive Brands Engagement Audience Conversation (as % of fans) Brand Name Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 5.4 % 31 744 41 17.1% 2.2 % 6.6 % 81 556 72 22.2 % 159,250 0.51 % 4.0 % 39 785 69 34.8 % 171,140 2.0 % 1.8 % 7 990 0 - Total Fans Fan Growth Mercedes-Benz Australia 189,121 6.5 % Audi Australia 123,265 BMW Australia Toyota Australia February 2014 Community
  • 6. Mercedes-Benz Australia - Photo Centric Content Strategy Mercedes-Benz Australia uses a photo centric content strategy. The top 10 most engaging posts on its page are photos. Mercedes-Benz also saw an average engagement score of 744 while the sector average is 524. Of the 30 updates, 28 were photos and they consistently received very high engagement.
  • 7. Comparing Top Retail Chain Brands Engagement Audience Conversation (as % of fans) Brand Name Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 2.1 % 49 489 1,195 88.8 % 2.3 % 1.4 % 56 332 1,099 85.9 % 247,897 5.7 % 3.2 % 31 332 41 61.4 % 194,117 3.4 % 3.0 % 49 267 138 81.2 % Total Fans Fan Growth Woolworths Australia 602,457 1.1 % Coles 672,913 Mimco Country Road February 2014 Community
  • 8. Woolworths Australia – Comment to Win Woolworths Australia ran a Win For Your Valentine contest. The post on the contest received an engagement score of 991 and caused a spike in the number of people talking about. Wollworths Australia’s saw an average engagement score of 489, while the sector average was 141.
  • 9. Comparing Top Banking & Finance Brands Engagement Audience Conversation (as % of fans) Brand Name Admin Posts Engagement Fan Posts % of Fan Posts Admin Responded 5.7 % 12 937 22 36.4 % .46 % .38% 21 162 449 74.6 % 122,739 .44 % .51 % 25 118 185 76.9 % 113,256 .33% .90 % 35 119 204 91.7 % Total Fans Fan Growth Visa (Australia) 140,130 1.8% Commonwealth Bank 533,428 NAB Westpac February 2014 Community
  • 10. Visa (Australia) – Questions to Fans Visa Australia’s most effective means of engaging fans were in the form of questions. 8 out of the top 10 most engaging posts were questions to fans Visa Australia received an average engagement score of 937, which is more than 3 times the sector average.
  • 11. ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
  • 12. 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 February 2014 Brand
  • 13. A Closer Look Into These Sectors & Brands
  • 14. 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 17,053 1.6 % 144 31 1,053 5 6:45:00 Country Road 9,6877 2.0% 42 14 89 12 2:05:42 The Good Guys AU 5,87 1.5 % 85 103 99 16 0:42:36 Peters of Kensington 1,884 .86 % 16 16 5 3 2:05:41:43 David Jones Store 18,268 2.1% 17 106 2 11 28:06 February 2014
  • 15. Coles – Customer Service Coles replies to 60% of their tweets within 1 hour Coles replies the most amongst the brands in the Retail Chains sector. Close to 12% of replies are in the form of brand apologies.
  • 16. Comparing Top Aviation Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Qantas Airways 162,466 3.8% 104 55 1,817 6 5:34:29 Virgin Australia 118,085 3.0 % 102 49 2,184 23 00:34:50 Jetstar Airways 62,460 3.7 % 96 8 456 5 7:02:48 Cathay Pacific AU 3,989 2.5 % 148 6 14 - 9:05:07 February 2014
  • 17. Virgin Australia- #WinRichardsPoints Richard Branson, the founder of the Virgin Group, was giving away over one million frequent flyer points. Entrants had to use the hashtag #WinRichardsPoints and tweet out what they would do with one million frequent flyer miles. #WinRichardsPoints was the most used hashtag by the brand and its followers.
  • 18. Comparing Top Telecom Brands Number of Tweets Brand Name Total Followers Followers Growth Engagement Score Average Response Time Proactive Tweets Replies Retweets Telstra 56,511 1.3 % 89 78 5,202 39 0:36:24 Optus 33,876 3.9 % 166 81 3,830 7 3:19:05 Vodafone AU 29,024 1.1 % 81 35 130 3 1:11:32 February 2014
  • 19. Telstra – #pickuptweet In February, Telstra ran a campaign centered around Valentine’s day. Entrants could win a mystery prize if they tweet out a pick up line using the hashtag #pickuptweet #pickuptweet was the most used hashtag by the brand and its followers in January. Telstra has a higher mention/follower ratio than the sector average
  • 20. ANALYSIS OF BRANDS ON YOUTUBE SO Views, Shares, Uploads, Top Video, etc...
  • 21. 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 February 2014 Brand
  • 22. A Closer Look At Selected Top Brands SO
  • 23. Jeep Australia channel Mark Visser - The Gear You Need Jeep Australia’s video featuring Mark Visser was the most watched on its channel with more than 415,000 views.
  • 24. Playstation Australia Outlast Launch Trailer Playstation Australia’s video was viewed more than 19,297 times becoming the most viewed video on its channel in February.
  • 25. Westpac Sydney How to Own Your Home Sooner - Westpac Tips Westpac Sydney’s video was viewed more than 180,00 times becoming the most viewed video on its channel in February.
  • 26. 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.