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Australian Retail Brands Social Media Report January 1st – September 30th, 2017
Table of Contents • Industry Insight • Leaderboard • Share of Voice Snapshot • Audience Size • Facebook Posts vs. Engageme...
Industry Insights • With a growth rate of 30%, Showpo enjoyed the highest Fan Growth Rate among the brands analyzed on Fac...
Leaderboard Network Highest Audience Size Coles (1,216,271) David Jones (44,258) Showpo (1,301,772) Highest Growth Showpo ...
Share Of Voice Snapshot Network Most Number of Posts St Frock (4,442) Jay Jays (1,013) Showpo (4,056) Most Number of Likes...
0.00M 0.20M 0.40M 0.60M 0.80M 1.00M 1.20M 1.40M Coles Showpo Woolworths Kmart Target The Iconic Kogan 7-Eleven BIG W Myer ...
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Woolworths St Frock Showpo 7-Eleven Kmart Coles BIG W Target J...
0 100 200 300 400 500 600 700 800 900 1,000 Harvey Norman Coles 7-Eleven Myer City Beach David Jones The Iconic Jay Jays S...
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Kmart Jay Jays Target City Beach Woolworths The Iconic Coles St Froc...
0.0M 0.2M 0.4M 0.6M 0.8M 1.0M 1.2M Woolworths Showpo 7-Eleven Australia Coles Target Australia St Frock Kmart Australia BI...
Instagram Hashtags Showpo used their hashtag #showpo 2,836 times. 0 500 1,000 1,500 2,000 2,500 3,000 #getinmybelly (Wools...
Customer Service – Reply Time (inminutes) Kmart had the fastest reply time on Facebook (8 hours 15 minutes) and Harvey Nor...
Customer Service – Response Rate Coles had the best response rate on Facebook (94%) and on Twitter (67%). 0% 10% 20% 30% 4...
Most Engaging Facebook Posts Showpo Click here for Showpo’s Post Vodka 1, Me 0. Credit @b1tchbible ENGMT. LIKES COMMENTS S...
We're bringing @katyperry's Witness tour down under! Click here for Myer’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 1,480 ...
We love a good Kmart meme! Thanks for sharing this one @themerrygoround_ #kmartaus #kmartaustralia .. Click here for Kmart...
Key Takeaways • Retail brands receive more 2x and 3x more engagement on Facebook than on Twitter and Instagram respectivel...
Thank You For more information, please contact us at team@unmetric.com.
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Social Media Report - Retail Brands January 1st - September 30th, 2017

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Explore the social media performance of Australian Retail brands on Facebook, Twitter and Instagram. Access key takeaways and top-line metrics on engagement and top Posts.

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Social Media Report - Retail Brands January 1st - September 30th, 2017

  1. 1. Australian Retail Brands Social Media Report January 1st – September 30th, 2017
  2. 2. Table of Contents • Industry Insight • Leaderboard • Share of Voice Snapshot • Audience Size • Facebook Posts vs. Engagement • Tweets vs. Engagement • Instagram Posts vs. Engagement • Facebook – Estimated Reach and Impressions • Instagram Hashtags • Customer Service • Most Engaging Content • Key Takeaways Brands analyzed in this report include: 7-Eleven, BIG W, City Beach, Coles, Jay Jays, Kmart, David Jones, Harvey Norman, Kogan, Myer, Showpo, St Frock, Target, The Iconic, Woolworths.
  3. 3. Industry Insights • With a growth rate of 30%, Showpo enjoyed the highest Fan Growth Rate among the brands analyzed on Facebook. • Taking just 4 hours, 44 minutes and 12 seconds on average, Harvey Norman replied fastest to customers' Tweets. • Among all the photo Posts by the Retail brands, the Gingham filter type had the best engagement. • The average length of a YouTube video by a Retail brand is 2 minutes and 15 seconds. • With 4,056 Posts, Showpo published the most among the analyzed Retail brands. • Woolworths engaged the best with fans on Facebook.
  4. 4. Leaderboard Network Highest Audience Size Coles (1,216,271) David Jones (44,258) Showpo (1,301,772) Highest Growth Showpo (29.58%) 7-Eleven (45.76%) Coles (38.23%) Highest Engagement Woolworths (995) Harvey Norman (850) Kmart (409)
  5. 5. Share Of Voice Snapshot Network Most Number of Posts St Frock (4,442) Jay Jays (1,013) Showpo (4,056) Most Number of Likes Showpo (8,693,960) Myer (4,318) Showpo (46,530,154) Most Number of Comments Showpo (10,372,946) Harvey Norman (1,950) Showpo (195,180)
  6. 6. 0.00M 0.20M 0.40M 0.60M 0.80M 1.00M 1.20M 1.40M Coles Showpo Woolworths Kmart Target The Iconic Kogan 7-Eleven BIG W Myer Harvey Norman Jay Jays St Frock David Jones Instagram Twitter Facebook Audience Size Coles had the largest audience size on Facebook (1,216,271). David Jones had the most number of followers on Twitter (44,258) and Kmart had the largest audience on Instagram (565,675).
  7. 7. 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Woolworths St Frock Showpo 7-Eleven Kmart Coles BIG W Target Jay Jays Kogan Number of Facebook Posts Engagement Facebook Posts vs. Engagement St. Frock published the most number of Posts on Facebook (4,442). Woolworths received the highest engagement (995) and their most engaging Post was around a DIY fruit beverage boat using noodle floats.
  8. 8. 0 100 200 300 400 500 600 700 800 900 1,000 Harvey Norman Coles 7-Eleven Myer City Beach David Jones The Iconic Jay Jays Showpo Number of Tweets Engagement Tweets vs. Engagement Jay Jays published the most number of Tweets (1,000). Harvey Norman's Tweets around contests offering gift cards, received the highest engagement (850).
  9. 9. 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Kmart Jay Jays Target City Beach Woolworths The Iconic Coles St Frock Myer Showpo Number of Instagram Posts Engagement Instagram Posts vs. Engagement Kmart's Posts, based around memes related to the brand or its products received the highest engagement on Instagram (409). Showpo published the most number of Posts on Instagram (4,056).
  10. 10. 0.0M 0.2M 0.4M 0.6M 0.8M 1.0M 1.2M Woolworths Showpo 7-Eleven Australia Coles Target Australia St Frock Kmart Australia BIG W Harvey Norman David Jones Average Estimated Reach Average Estimated Impressions Facebook – Estimated Reach and Impressions Woolworths had the highest average estimated Reach and Impressions (672,457 and 1,115,805 respectively).
  11. 11. Instagram Hashtags Showpo used their hashtag #showpo 2,836 times. 0 500 1,000 1,500 2,000 2,500 3,000 #getinmybelly (Woolsworths) #foodie (Coles) #livebigforless (Big W) #ownit (Jay Jays) #kmartaustralia (Kmart) #foundattarget (Target) #citybeach (City Beach) #welove (St Frock) #theiconic (The Iconic) #showpo (showpo) Number of Posts
  12. 12. Customer Service – Reply Time (inminutes) Kmart had the fastest reply time on Facebook (8 hours 15 minutes) and Harvey Norman replied the fastest on Twitter (4 hours 44 minutes). 0 500 1,000 1,500 2,000 2,500 Kmart Harvey Norman City Beach Target 7-Eleven David Jones Myer Kogan Coles The Iconic Jay Jays Reply Time on Twitter Reply Time on Facebook
  13. 13. Customer Service – Response Rate Coles had the best response rate on Facebook (94%) and on Twitter (67%). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Target Coles 7-Eleven Kogan Woolworths Kmart Myer Harvey Norman City Beach The Iconic Response Rate on Twitter Response Rate on Facebook
  14. 14. Most Engaging Facebook Posts Showpo Click here for Showpo’s Post Vodka 1, Me 0. Credit @b1tchbible ENGMT. LIKES COMMENTS SHARES 1,000 3,321 8,424 428 Showpo Click here for Showpo’s Post Tag your bestie Credit Country Living Magazine St Frock Click here for St Frock’s Post Now I bet you've got this song stuck in your head like I do! #lol ENGMT. LIKES COMMENTS SHARES 1,000 3,223 11,315 846 ENGMT. LIKES COMMENTS SHARES 1,000 4,895 4,305 245
  15. 15. We're bringing @katyperry's Witness tour down under! Click here for Myer’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 1,480 165 232 Most Engaging Tweets Witness this: @KatyPerry is coming to Myer Sydney on Friday 30 June! 100's more Harvey Norman jellybeans courtesy of Gerry! RT & Reply how many to win a $100 Gift Card! Click here for Myer’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 952 29 386 Click here for Harvey Norman’s Tweet ENGMT. FAV. REPLIES RETWEETS 1,000 48 102 179 Myer Myer Harvey Norman
  16. 16. We love a good Kmart meme! Thanks for sharing this one @themerrygoround_ #kmartaus #kmartaustralia .. Click here for Kmart’s Post ENGMT. LIKES COMMENTS FILTER 886 16,744 1,383 Normal Most Engaging Instagram Posts Click here for Kmart’s Post ENGMT. LIKES COMMENTS FILTER 848 8,519 2,191 Normal Kmart Kmart Too cute! We can't get enough of these pets wearing our $10 unicorn costumes. Thanks for sharing @l.. Click here for Showpo’s Post ENGMT. LIKES COMMENTS FILTER 879 44,635 934 Normal Showpo Omg, adorable!! Those rolls via @ladyluxury
  17. 17. Key Takeaways • Retail brands receive more 2x and 3x more engagement on Facebook than on Twitter and Instagram respectively. • During this period, brands promoted 64% of all their Facebook Posts. • On Facebook, Posts that feature memes garnered the best engagement. • Tweets around contests and celebrity sponsored messages resonated well with Followers. • On Instagram, retail brands experience great engagement on content sourced from Instagrammers that featured their products.
  18. 18. Thank You For more information, please contact us at team@unmetric.com.

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