Top Australian Brands On Social Media in September 2013

analyzed by

Top Australian Brands on Social Media – September 2013

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.

SO

ANALYSIS OF

BRANDS ON FACEBOOK

Fans, Conversations, Engagement, Campaigns, etc...

Sector Leaders in Australia (Based on the Unmetric Score for Facebook)

Sector Brand

Automotive

Aviation

Banking

Consumer Electronics

Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

September 2013

A closer look into these

sectors & brands

Comparing Top Aviation Brands

Brand Name

Audience

Conversation (as % of fans)

Engagement Community

Admin Posts Engagement Fan Posts % of Fan

Posts Admin Responded

Total Fans Fan Growth

Virgin Australia 294,193 7.8 % 5.7 % 66 91 412 53.6 %

Qantas 416,794 1.4 % 1.3 % 13 35 424 56.8 %

Air Asia Australia 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 - -

September 2013

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.

Comparing Top Restaurant & Café Brands

Brand Name

Audience

Conversation (as % of fans)

Engagement Community

Admin Posts Engagement Fan Posts % of Fan

Posts Admin Responded

Total Fans Fan Growth

KFC Australia 729,440 1.5 % 3.3 % 45 78 353 58.4 %

The Coffee Club (Australia)

15,578 37.1 % 11.2 % 34 194 60 75 %

McDonald’s Australia

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 %

September 2013

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.

Comparing Top Insurance Brands

Brand Name

Audience

Conversation (as % of fans)

Engagement Community

Admin Posts Engagement Fan Posts % of Fan

Posts Admin Responded

Total Fans Fan Growth

Just Car 108,418 2.9 % 1.7 % 80 9 33 18.2 %

NRMA Motoring & Services

64,480 2.8 % 4.5 % 84 37 65 92.3 %

AAMI 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 %

September 2013

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.

ANALYSIS OF

BRANDS ON TWITTER

Followers, Customer Service Metrics, Campaigns, etc...

Sector Leaders in Australia (Based on the Unmetric Score for Twitter)

Sector Brand

Automotive

Aviation

Banking

Consumer Electronics

Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

September 2013

A closer look into these

sectors & brands

Brand Name Total Followers Followers Growth

Engagement Score

Number of Tweets

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

Comparing Top Automotive Brands

September 2013

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.

Brand Name Total Followers Followers Growth

Engagement Score

Number of Tweets

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

Comparing Top Retail Chain Brands

September 2013

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%

Brand Name Total Followers Followers Growth

Engagement Score

Number of Tweets

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

Comparing Top Banking and Finance Brands

September 2013

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.

SO

ANALYSIS OF

BRANDS ON YOUTUBE

Views, Shares, Uploads, Top Video, etc...

Sector Leaders in Australia

(Based on the Unmetric Score for YouTube)

Sector Brand

Automotive

Aviation

Banking

Consumer Electronics

Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

September 2013

SO

A closer Look at Selected Top

Brands

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.

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.

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.

About Unmetric :

THANK YOU

Please contact us at

info@unmetric.com

for more information

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.