TOP AUSTRALIAN BRANDS ON SOCIAL MEDIA JUNE 2014

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It would be a fallacy to say that social media’s job is limited to one particular

role. The truth is social media can help a brand achieve a wide range of

objectives, it just needs to be leveraged with clear goals. This report brings

together a wide variety of brands from across sectors that are looking beyond

the obvious to make their social media efforts work harder to achieve more.

Whether it’s Jägermeister looking to increase its organic reach by encouraging

people to tag their friends, Qantas looking to showcase its new routes to Dubai

with a contest, Medibank wanting to be perceived as the health conscious

insurance company or Domino’s wanting to bring back the nostalgia with their

70s themed pizzas, there is a wide range of options to leverage different

platforms for different goals.

In addition to these business objectives, you’ll find insights from different

sectors to keep you on top of the best that brands are doing social media.

All data and insights were gathered from the month of June. Look out for July’s

report in early August.

All images in this report are hyperlinked to

their original post but if you want to find out in

detail what brands did to meet their business

objectives, grab your free Unmetric trial here.

Brand Fans % Increase in Fans Engagement Score

Cadbury Dairy Milk (Australia)

525,599 2.52 703

Dare Iced Coffee 343,500 1.25 998

KitKat (Australia) 375,978 2.29 655

Pringles (Australia) 1,073,195 1.47 26

Vegemite 457,076 0.71 369

Comparing the Top Food/Bev Brands While Pringles has the largest number of Fans, Dare Iced Coffee’s content seems to be hitting all the right notes, as it received amazing engagement last month.

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All data for the time period: June 1st – 30th 2014

All data for the time period: June 1st – 30th 2014

Uncovering the best of the Food/Bev sector

Among the top 5 Food/Beverage Pages from Australia, Dare Iced Coffee was engaging best with their Fans.

Among all Food/Beverage Pages from Australia, Pringles (Australia) talked the most about themselves.

With a growth rate of 2.5%, Cadbury Dairy Milk (Australia) enjoyed the highest Fan Growth Rate among the top 5 Food/Beverage Pages.

Rosella Australia grew its fan-base faster than all other Food/Beverage Pages from Australia.

Among the top 5 Food/Bev Pages on an average, 26% of content posted by admins was “brand related”.

549 new Posts were written across these 5 ‘brand walls’. That’s an average of 3.7 Posts per day - per wall!

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Brand Fans % Increase in Fans Engagement Score

Baileys Australia 165,268 4.5 931

Bundy Rum 268,155 2.38 982

Jack Daniel’s Australia 206,325 2.15 561

Jägermeister (Australia) 116,394 6.96 1000

Rekorderlig Cider - Australia 304,229 1.05 390

Comparing the Top Alcohol Brands Alcohol brands usually receive good engagement scores on social, and June was no different. Three of the top five brand pages received high engagement scores on Facebook. However, the clear winner was Jägermeister (Australia).

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All data for the time period: June 1st – 30th 2014

All data for the time period: June 1st – 30th 2014

Uncovering the best of the Alcohol sector

Among all Alcohol Pages, Jägermeister (Australia) was engaging best with its Fans.

With a growth rate of 7%, Jägermeister (Australia) enjoyed the highest Fan Growth Rate among the top 5 Alcohol brands.

Among the top 5 Alcohol brands, Rekorderlig Cider – Australia had the most posts.

A Post by Baileys Australia had the best engagement among all Posts by the top 5 Alcohol brands.

120 new Posts were written across the ‘brand walls’ of the Top 5 brands. That’s an average of 0.8 Posts per day - per wall!

Among all Alcohol brands, on an average, the most engaging posts were “brand related”.

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Understanding Selected

Top Brands

This Australian beverage brand had an Engagement Score of 998, while the average Food/Beverage brand had an Engagement Score of 220. Dare Iced Coffee’s most successful content invited fans to join the conversation, and this clearly played out well for the brand.

Dare Iced Coffee dares to start conversations

See appendix on how engagement scores are calculated.

Jägermeister (Australia)’s ‘Strange.But True.’ campaign highlights the different kinds of ‘party animals’ and invites fans to tag friends who share traits with the featured animal. With a clear call to action and a fun message, the brand received our highest engagement score of 1000 in June.

Jägermeister (Australia) – Strange. But true.

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See appendix on how engagement scores are calculated.

Brand Number of Followers % Increase in

Followers Engagement Score Mentions Count

Average Reply Time (hh:mm)

@BupaAustralia 7,926 2.5 109 407 11:23

@NRMA 5,136 12.2 85 162 31:13

@racqofficial 4,241 2.6 130 N/A 01:38

@medibank 4,023 25.4 454 N/A 09:25

@theracv 3,682 1.5 51 N/A 02:43

Comparing the Top Insurance Brands Medibank leads on engagement and also has the highest follower growth rate of 25.4% among the top Insurance brands in Australia, while Bupa Australia has the largest follower base.

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All data for the time period: June 1st – 30th, 2014

All data for the time period: June 1st – 30th, 2014

Uncovering the best of the Insurance Sector

On an average, top 15 Insurance brands take 621minutes to reply to customer tweets.

Of all the tweets across the top 15 Insurance brands, 13% were Retweets and 46% were Replies.

Among the top 15 Insurance brands, on an average, the number of followees is 40% of the number of followers.

Among all the top 15 Insurance brands, @AMP_AU replies the fastest to customer tweets.

As a % of followers, @yayfrank follows people the most among the top 15 Insurance brands.

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Among the top 15 Insurance brands, Medibank was the most prolific tweeter with 470 tweets.

Brand Number of Followers % Increase in

Followers Engagement Score Mentions Count

Average Reply Time (hh:mm)

@QantasAirways 192,968 3.9 59 5,860 04:44

@VirginAustralia 137,744 2.8 76 4,725 02:05

@JetstarAirways 72,895 3.0 59 N/A 05:45

@CathayPacificAU 4,409 2.1 155 N/A 10:10

Comparing the Top Aviation Brands Cathay Pacific is the most engaging Aviation brand, while Qantas Airways has largest follower base. Virgin Australia excels on customer service by replying to 1,537 tweets within 2 hours.

To see more comparative data on these airlines, send us an email and we’ll get you started on a free trial of Unmetric.

All data for the time period: June 1st – 30th, 2014

All data for the time period: June 1st – 30th, 2014

Uncovering the best of the Aviation sector

On an average, Australian Aviation brands take 225 minutes to reply to Customer tweets.

Of all the tweets by Aviation brands, 0.62% were Retweets and 96% were Replies.

The average airline from Australia follows just 9.5% of its followers back.

With a growth rate of 3.9%, @QantasAirways enjoyed the highest follower growth rate among the airlines from Australia.

The top 4 airlines in Australia sent over 5,400 tweets, 50% of them came from Virgin Australia.

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@CathayPacificAU replies the slowest to customers’ tweets – with an average of 10hrs, 10mins.

SO

Understanding Selected

Top Brands

Medibank ran a competition asking its followers to tweet how they keep active during the week along with the hashtag #GenBetter. As a result, #GenBetter was the most used hashtag by its followers and the hashtags #Competition and #Fitbit were the most engaging with an average engagement score of 779 and 774 respectively.

Medibank – Hashtag Analysis

Qantas Airways, along with Flight Centre UK, ran a competition between 6th and 10th asking its followers to tweet out answers to three questions about Qantas Airways for a chance to win 2 return economy flights to Dubai. As a result, #ThinkDubaiFlyQantas was used 746 times by its followers in June.

Qantas Airways – #ThinkDubaiFlyQantas

All data for the time period: June 1st – 30th, 2014

Uncovering the best of the Automotive Sector Audi Australia had the most average views per video in June.

The average length of a video among the Top Automotive brands in Australia is 2min, 49secs.

With a growth rate of 57%, Audi Australia enjoyed the highest growth rate in total video views among the Top Mobile brands in Australia.

Kia Australia uploaded 30 videos, the most in the Mobile sector in June.

With a growth rate of 12.3%, Toyota Australia had the highest subscriber growth rate for Automotive in Australia.

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All data for the time period: June 1st – 30th, 2014

Uncovering the best of the QSR sector

McDonald's Australia uploaded 26 videos in June, the most amongst brands in the Restaurants & Café sector.

With a growth rate of 5.2%, Dominos saw the highest growth rate in subscribers among brands in the Restaurants & Café sector.

With a growth rate of 7.32%, Dracula’s Cabaret enjoyed the highest growth rate in total video views.

Dracula’s Cabaret had the most average views per video in June.

The average length of a video uploaded by brand in the Restaurant & Café sector is 1min 29 secs.

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SO

Understanding Selected

Top Brands

Nissan Australia uploaded 10 videos in June, showcasing features and design of the all new Nissan “Qashqai” , there by increasing the video views growth rate and subscriber growth rate.

Nissans shows off features and design

With 115 subscribers gained, the brand had a higher subscriber growth rate (6.8%) than the average Automotive YouTube (4.5%) channel from Australia.

Domino’s brings back the 70’s, by releasing a range of Pizzas for all those who crave a taste of the past.

Domino’s – Bringing back the 70’s

Dominos uploaded 11 videos in June, 5 more than the average brand in the Restaurant & Café Sector and have increased their subscriber base by 5.2%

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.

Unmetric Score

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

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.

Engagement Score

The default Unmetric values for x and y are 5 and 10 respectively.

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.

Audience Reception Rate = (Fans or Followers) 0.8

Engagement Score Audience Reception Rate

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