Australian brands are aware of the simple truth that contests and sweepstakes invariably promote engagement. Platform isn’t a restraint either, as brands took to Facebook, Twitter and YouTube to announce their offers. The Australian no-nonsense attitude comes across as brands get straight to the point, and this obviously resonates with their fans.

1. TOP AUSTRALIAN BRANDS
ON SOCIAL MEDIA
MARCH 2014

2. Australian brands are aware of the simple truth that contests and sweepstakes
invariably promote engagement. Platform isn’t a restraint either, as brands took to
Facebook, Twitter and YouTube to announce their offers. The Australian no-
nonsense attitude comes across as brands get straight to the point, and this
obviously resonates with their fans.
This report is a compilation of successful and engaging campaigns that brands have
run on social media in Australia last month.
All images in this report are hyperlinked to their original post but if you want to find
out in detail what brands did to capture the attention of their audience, grab your
free trial here.

3. About Unmetric
We provide not-so-obvious competitive
intelligence
on over 17,000 brands across 30 sectors …
so you know who is outsocializing who. And how.
We understand that while companies have always needed
competitive intelligence, it’s never been easy to come by. The
modern digital media landscape gives marketers the potential to
study their campaign spends, activity and decide on future spends
much more rationally than ever before.
Unmetric works with leading brands and agencies to help them
establish benchmarks for their social media activities. The Unmetric
SaaS platform creates more efficient social media teams and drives
down costs by providing deep qualitative and quantitative data in an
intuitive, easy-to-use online platform.
Some of our clients

4. Analysis of Brands on
FACEBOOK

5. Sector Leaders in Australia – March 2014
(Based on the Unmetric Score* for Facebook)
Sector Brand
Automotive
Aviation
Banking
Consumer
Electronics
Mobiles &
Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
Telecom
The Unmetric Score has two components - the Audience Strength and the Engagement Score. The Audience strength represents the size (share of market,
presence) of the brand within the social network, and the Engagement score represents the brand’s engagement with customers (interaction, velocity). The
number is normalized to give brands a score between 0 and 100.
March 2014

6. A Closer Look
Into These
Sectors & Brands

7. BRAND FANS
INCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)
ENGAGEMENT*
Showpo 354,617 -0.07 26.82 587
Coles 692,847 3.15 1.53 353
Woolworths 613,780 1.94 2.02 329
Big W 325,567 11.85 0.27 129
Target Australia 423,809 1.72 1.06 112
Comparing Top Retail Chain Brands
March 01st – 31st, 2014
*Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score,
we weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their
importance. We then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such
content.

8. Woolworths – Win with Woolworths
The Retail Chain brand held a contest for the chance to win Dreamworks Action Card
‘Heroes Collector’ packs, and saw heightened activity on their app as a result.
Win with Woolworths averaged a MAU (Monthly Active
Users) count of 7,406 which is more than 14 times the
sector average from Australia (521). The spike in
activity coincides with the post announcing the
Dreamworks contest

9. BRAND FANS
INCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)
ENGAGEMENT
Mercedez Benz Australia 197,870 5.28 4.83 608
Audi Australia 125,543 2.08 7.21 721
BMW Australia 163,151 2.57 4.94 718
Holden 425,186 0.6 0.59 227
Hyundai Australia 280,027 1.89 0.88 167
Comparing Top Automobile Brands
March 01st – 31st, 2014

10. Mercedes Benz Australia – Ultimate Fans
Challenge
Mercedes Benz Australia created an ‘Ultimate Fans’ app, offering fans the chance to
attend the 2014 Formula 1 Rolex Australian Grand Prix as a VIP.
The app received a MAU of 4,767 which is more
than 12 times greater than the average app from
the Automotive Sector from Australia
The post announcing the winner of the
challenge received an engagement score of
761

11. BRAND FANS
INCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)
ENGAGEMENT
Lorna Jane 936,523 0.46 1.21 75
UGG Australia 2,308,828 0.04 0.26 35
Michael Hill 292,039 0.83 3.25 264
Forever New 268,985 0.32 1.58 345
Nike Football (Australia) 368,801 0.05 1 568
Comparing Top Retail Brands
March 01st – 31st, 2014

12. Nike Football–Nike Magista
Nike Football Australia unveiled their newest shoe – the Nike Magista, and centred
most of their content in March around their new line.
The unveiling of the shoe saw a spike in their fan
growth rate, and the brand had a higher growth rate
than the average Retail brand from Australia This video post had an
engagement score of 834, which
was the highest for the brand in
March

13. Analysis of Brands on
TWITTER

14. Sector Leaders in Australia – March 2014
(Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Consumer
Electronics
Mobiles &
Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
March 2014

15. A Closer Look
Into These
Sectors & Brands

16. Brand Number of Followers
% Increase in
Followers
Engagement Score Mentions Count Average Reply Time
@Telstra 57,647 1.98 107 19070 00:26:54
@Optus 35,921 5.84 165 11232 01:30:10
@MacquarieTelco 960 2.89 136 8 00:18:01
@VodafoneAU 29,339 1.07 151 680 03:06:05
@TelecomNZ 28,021 2.75 70 1004 06:28:35
Comparing Top Telecom Brands
March 01st – 31st, 2014

17. Optus- #EarthHour
The telecom brand urged followers to show their support for Earth Hour by turning
off their lights on the 29th of March
#EarthHour was their most engaging
hashtag in March, with an engagement score
of 930
This tweet had the highest
engagement for the brand,
with an engagement score
of 992

18. Brand
Number of
Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply
Time
@Dominos_AU 33,852 0.09 90 1281 01:33:50
@PizzaCapers 2,267 0.44 175 112 08:18:58
@HogsBreath 1,414 5.29 312 142 07:05:16
@ciboespresso 2,088 1.36 77 45 05:17:03
@NandosAUS 8,605 0.49 123 177 23:41:40
Comparing Top Restaurant and Café Brands
March 01st – 31st, 2014

19. Dominos AU - #burgerpizzalover
The #burgerpizzalover hashtag received an
engagement score of 345 and was the most
used by followers.
Dominos Australia introduced the “Cheeseburger Pizzas”, which they
promoted with a free pizza offer.

20. Brand
Number of
Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply
Time
@lynxeffect 60,816 0.04 376 1226 04:54:05
@NIVEA_Australia 2,290 2.05 8 116 27:17:09
@TheBodyShopAust 3,846 3.19 98 217 09:46:25
@JurliqueAUS 4,201 1.52 52 44 00:38:46
@RexonaAU 4,377 0.02 - 20 13:10:56
Comparing Top Personal Care Brands
March 01st – 31st, 2014

21. Lynx Effect- #TitanfallFriday
Lynx Effect held a contest where followers had to retweet the brand for a
chance to win two copies of the Titanfall game for Xbox One.
The contest resulted in high engagement
for the brand. The hashtag #TitanfallFriday
garnered an engagement score of 998, and
was the most used by followers

22. Analysis of Brands on
YOUTUBE

23. Sector Leaders in Australia – March 2014
(Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Consumer
Electronics
Mobiles &
Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
March 2014

24. Coca Cola Australia
2014 FIFA World Cup Promotion
Coca Cola Australia launched its World Cup
campaign with a contest, and consequently had a
higher growth rate (8.5%) than
the average Food/Beverage YouTube channel
from Australia (3.6%).

25. HP Australia
“HP’s Guide to Mobile Printing”
HP Australia released a series of videos highlighting
the benefits of mobile printing. This series caused a
sharp spike in video views for the brand, and
resulted in a growth rate of 17.2%, which is more
than 3 times the sector average from Australia (5.2%)

26. Methodology
Unmetric compiled this report by sourcing
data from its own benchmarking platform.
Click here to gain access to all this data
by claiming a free 6 day trial.
We analyze data from:

27. THANK YOU
Please contact us at
info@unmetric.com
for more information

28. APPENDIX

29. Unmetric Score
The Unmetric Score has two components - the Audience Strength and the
Engagement Score. The Audience strength represents the size (share of
market, presence) of the brand within the social network, and the Engagement
score represents the brand’s engagement with customers (interaction, velocity).
These components are built from a number of underlying metrics including (but
not limited to) Total Fans, People Talking About, Engagement of brand,
Sentiment of posts, Number of Admin Posts, Fan Growth rate for Facebook.
These metrics are run through a number of statistical filters (normalizing across
the sector, normalizing variances between metrics, outlier filtering, weighted
averaging etc) to produce a single benchmarkable score.
The number is normalized to give brands a score between 0 and 100.
Hypothetically, the best performing brand within the sector is assigned a score
of 100. All other brands within the sector are scored relative to this. The scores
are unique to each sector and cannot be compared. A score of 80 in the
Aviation industry is different from a score of 80 in the Banking industry.

30. Engagement is the measure of audience responses to a brand's content and activity on a social network.
To calculate the engagement score, we weigh audience interactions on brand content such as Likes, Comments, Shares or
Favorites, Replies and Retweets based on their importance. We then divide their weighted sum by our estimate of the
number of brand fans and followers who actively receive and view such content.
Formula
Facebook Engagement Score Formula
( No. of Likes + x × No. of Comments + y × No. of Shares ) × 10000
____________________________________________________________
Audience Reception Rate
Twitter Engagement Score Formula
( No. of Favorites + x × No. of Replies + y × No. of Retweets ) × 10000
____________________________________________________________
Audience Reception Rate
Linkedin Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
Audience Reception Rate
The default Unmetric values for x and y are 5 and 10 respectively.
Audience Reception Rate
The Audience Reception Rate (ARR) is the Unmetric estimate of the number of brand fans/followers who stand to actively receive and
view a brand's content.. The formula you see below calculates the Audience Reception Rate as a function of the number of brand
fans/followers raised to a fixed power value of 0.8.
Engagement Score
Audience Reception Rate = (Fans or Followers) 0.8