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Australian Facebook Report 2015 Quarter 2

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Full report is available here:
http://resources.theonlinecircle.com/australian-facebook-performance-report-2nd-quarter-2015?Slidesshare

Australia Facebook Performance Report – 2nd Quarter 2015
The most established Facebook benchmarking tool in Australia.

Online Circle Digital Agency’s newest edition covers the second quarter of 2015 .

In this edition we analyse 6,000 Facebook pages in Australia and provide comparable KPI's across 27 different categories.

Using data from Social Pulse™ (Online Circle Digital’s proprietary tool) and information analysed by the Online Circle Digital Data and Insights team, the Facebook Report provides numerical benchmarks to increase your understanding of the strategies and tactics behind some of Australia’s most successful Facebook brand pages in 2015.

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Australian Facebook Report 2015 Quarter 2

  1. 1. www.theonlinecircle.com // facebook@theonlinecircle.com // #fbreport Analysed by Online Circle Digital Facebook Performance Report Australia Second Quarter 2015
  2. 2. Australian Facebook Performance Report Second Quarter 2015 // #fbreport www.theonlinecircle.com // facebook@theonlinecircle.com 2 Contents Top 30 Facebook Pages by Engagement Top 30 Facebook Pages by Fans Top 20 Industries by Engagement Top 20 Industries by Fans Top 20 Industries by Fan Growth Introduction Airlines, Travel and Tourism Alcohol - Beer, Wine and Cider Alcohol - Spirits Automotive - Manufacturers Banks and Financial Institutions Department and Online Stores Education Electronics Entertainment FMCG - Beverages FMCG - Snack Foods Government Health, Beauty, Medical and Pharmaceutical Insurance Musicians and Bands News and Magazines Pets Politics Quick Serve Restaurants Retail - Fashion Retail - Grocery Sports Stationery Telecommunications TV Channels and Networks TV Shows Utilities Methodology About Us 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 38
  3. 3. Australian Facebook Performance Report Second Quarter 2015 // #fbreport www.theonlinecircle.com // facebook@theonlinecircle.com 3 Introduction Welcome to the Second Quarter 2015 Edition of the Australian Facebook Performance Report. Our newest edition compares data from the 31st of March to the 30th of June, 2015 with 27 categories and over 2,300 brand Pages. The analysis was conducted by the Online Circle Digital Data and Insights team with data provided by our proprietary tool Social Pulse™. What’s new? Facebook has finally launched their Partner Categories in Australia. This powerful new feature will allow marketers to reach segments of people with key attributes that we care about, based on their off-Facebook activity. To date, we have been able to advertise to people based on their expressed interests on Facebook – age, gender, activities, etc. Now, with Partner Categories, marketers can also show ads to people on Facebook based on certain attributes such as their income and the things they do off Facebook, like buying pet food. To provide this type of targeting Facebook has teamed up with Acxiom, Experian and Quantium. These data partners collect offline data such as annual income, homeownership, purchase trends and more. Using this third party data, Partner Categories allows marketers to target ads to more categories of people. Facebook is categorical in reaffirming privacy. No personal information is shared between Facebook third parties or advertisers. I am expecting Partner Categories to open up many new opportunities for Australian marketers to fully utilise Facebook, indeed we are already using for some of Online Circle Digital’s clients. In our second quarter report, News and Magazines grew the highest amount of fans, followed by the Airline, Travel and Tourism industry. We’ve added the new category of Stationery, however for unforeseen reasons the Radio category was removed. If you don’t see your brand in this report and would like to add it to the next edition, you can email us at facebook@theonlinecircle.com. Last words This report is not an opinion piece. It is here to supply you with benchmarks for Australian brands on Facebook. It can assist you in indentifying tangible outputs and basic KPIs comparable to your category, but should not be used to drive your strategy and execution by itself. Facebook has evolved from a social media platform to a mass media platform, from acquiring fans and basic engagement, to a platform for building brand awareness, preference, loyalty, trial, sales and more. Over the last few years Facebook has developed and evolved into a sophisticated media platform that requires refined, specialised and professional thinking and execution. At Online Circle Digital, we manage some of Australia’s biggest brands in the digital space, creating digital strategy and execution driven by data and insights. If you think your product or service is ready to tap into Facebook professionally, contact us at: facebook@theonlinecircle.com Lucio Ribeiro Head of Strategy
  4. 4. www.theonlinecircle.com // facebook@theonlinecircle.com * Top 30 Pages by Average Engagement (average of the seven day figures taken from 1 January to 31 March 2015). For the full report visit: http://bit.ly/FacebookReportQ22015 Top 30 Facebook Pages by Engagement for Second Quarter 2015* Data collated by Social Pulse™ and analysed by Online Circle Digital
  5. 5. www.theonlinecircle.com // facebook@theonlinecircle.com * Top 30 Pages by number of fans on 31March 2015. For the full report visit: http://bit.ly/FacebookReportQ22015 Top 30 Facebook Pages by Fans for Second Quarter 2015* Data collated by Social Pulse™ and analysed by Online Circle Digital
  6. 6. www.theonlinecircle.com // facebook@theonlinecircle.com * Average fan growth per page for the Top 20 pages by fans per industry, 1 January to 31 March 2015. Top 20 Industries by Fan Growth for First Quarter 2015* Data collated by Social Pulse™ and analysed by Online Circle Digital For the full report visit: http://bit.ly/FacebookReportQ22015
  7. 7. Download the full report at: http://bit.ly/FacebookReportQ22015 Or click on the link in the description below.

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