FINANCIAL CONTENT MARKETING Report: Top 20 Australian ... … · On LinkedIn, however, is where there is perhaps the greatest missed opportunity. People on LinkedIn are generally

WWW.THEDUBS.COM

Report: Top 20 Australian General Insurers Most Active on Social Media

Quarter Nov 2016 - Jan 2017//

FINANCIAL CONTENT MARKETING


Top 20 Australian General Insurers Most Active on Social Media

WWW.THEDUBS.COM

TABLE OF CONTENTS#Summary

#Methodology

#The Top 10 Channel activity

Key findings

#Facebook Facebook reach ranking

Facebook activity ranking

Content types

Content types key findings

Content type activity

Case studies

#Twitter Twitter reach

Twitter activity

Best practice example: QBE Australia

#LinkedIn LinkedIn reach

LinkedIn activity

Best practice example: CGU

#YouTube YouTube reach

YouTube activity

YouTube channel examples

#Total Social Media Posts Key findings

#The Dubs About The Dubs

Contact

1

2

3

4

5

6

7

8

9

11

12

21

31

32

34

35

37

38

39

40

42

43

44

45

47

48

49

50

50



WWW.THEDUBS.COM1FINANCIAL CONTENT MARKETING


“ACROSS THE MAIN FOUR SOCIAL MEDIA PLATFORMS: FACEBOOK, TWITTER, YOUTUBE AND LINKEDIN, AUSTRALIAN GENERAL INSURERS HAVE MOST EMBRACED FACEBOOK AND ARE USING IT WISELY AND WELL.

For reasons that may include compliance issues, lack of resources or a conscience decision not to engage with these channels, Twitter, YouTube and LinkedIn are used infrequently or not at all.

The research found QBE is ahead of the pack when it comes to having a cohesive and creative approach to social media, utilising all four channels, but also leaning on Facebook to do most of the heavy lifting. What perhaps insurance brands are missing out on by not utilising Twitter, YouTube and LinkedIn, are the opportunities each provides in their own right. Twitter is at its best when used as a broadcast channel for news updates and timely messages – for

THE DUBS

Andrew Frith// Social Media and Research Director

example around travel alerts or extreme weather – or as QBE are doing as a pro-active avenue for customer service. Across the board it seems no one has managed has managed to crack the code for a winning YouTube formula. The platform appears to be a dumping ground for TVCs and mostly-well-produced videos around product features and benefits mixed in with some lifestyle content. On LinkedIn, however, is where there is perhaps the greatest missed opportunity. People on LinkedIn are generally not watching funny cat videos. They’re usually in a financial/business/money oriented frame of mind so it’s an appropriate avenue for promoting news and product updates, content marketing articles, CSR activities, and brand awareness pieces. This state of play across social media appears to be universal across the entire Australian finance sector and is not specific to general insurance.

[Full disclosure: QBE is a client of The Dubs]

SUMMARY#SUMMARY

http://www.thedubs.com



#METHODOLOGY

THE DUBS RESEARCH EXAMINED THE SOCIAL MEDIA ACTIVITY OF 10 LEADING AUSTRALIAN GENERAL INSURERS ACROSS THE THREE-MONTH PERIOD 1ST OCTOBER, 2016 TO 31ST DECEMBER, 2017.

This report examines reach (number of followers and subscribers) and activity measures (number of posts, Tweets and videos) across the major social media platforms, Facebook, Twitter, LinkedIn and YouTube.

The 10 insurers were ranked against each other for each criteria and a total ranking was based on an aggregate score of these criteria.

METHODOLOGY




#THE TOP 10Channel activity

Key findings

4

5




Channel activity

Facebook and Twitter were the 2 most active channels for these 10 insurers over the 3 month period of the report.

Top 10 Australian General Insurers active on social media

Total aggregate score based on report methodology

THE TOP 10#THE TOP 10

451Total posts across all

brands

45.1Average no. of posts per

brand

3.76Average no. of posts per week (across all brands)

431Total tweets across all

brands

43.1Average no. of tweets per

brand

3.6Average no. of tweets per week (across all brands)


brands


brand



brands


brand





QBE’s 2nd place ranking was driven by strong activity across all channels.

QBE placed first in both Facebook and Twitter activity.

The number 1 ranking from NRMA was driven by strong performances across all channels in terms of reach and activity but was only top ranked for YouTube reach and YouTube activity.

Consistency drove the number 1 ranking.

1 2AAMI performed very well in reach metrics. First placed in Facebook and Twitter reach and 2nd placed in YouTube reach.

However, AAMI showed no activity across Twitter (despite having the highest reach for this channel) and showed no activity across LinkedIn.

THE TOP 10 KEY FINDINGS

NRMA was also the only brand to achieve above average median rankings for all channels (Facebook, Twitter, LinkedIn, YouTube) in both reach and activity.

3

CGU performed well in terms of Facebook and LinkedIn activity and was close to average for both Twitter and YouTube activity.

4

1ST 1ST

5Allianz performed very well on Twitter and LinkedIn in both reach and activity

However, they were below the median ranking on Facebook and YouTube for both reach and activity.

GIO and APIA both were only active on Facebook.

They both showed no activity across Twitter, LinkedIn and YouTube. This may be due to a conscious decision to not to participate in social media and to focus resources elsewhere.

EVERYONE GETSA TROPHY!

#THE TOP 10




#FACEBOOKFacebook reach ranking

Facebook activity ranking

Content types

Content type key findings

Content type activity Products & services

Sponsorship

Conversational

Awards

General Interest, light-touch content

Tips

Customer service

Educational

Competitions

NRMA Facebook content

QBE Facebook content

AAMI Facebook content

CGU Facebook content

Allianz Facebook content

Suncorp Insurance Facebook content

Budget Direct Facebook content

Youi Facebook content

GIO Facebook content

APIA Facebook content

7

8

9

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30




FACEBOOK REACH

8,285Facebook Likes Median

27,063.3Facebook Likes Average

Facebook reach comments

AAMI dominates Facebook reach – Its total of 124,936 Facebook followers nearly equals the next 4 highest Facebook followings of NRMA, Budget Direct, Suncorp and GIO combined.

All of the brands with Facebook followings of less than 10,000 (6 of the 10 brands in the report) should be trying to attract genuine Facebook likes and building a community for its existing customers and attracting potential new customers.

Australian general insurers rankings by Facebook reach

Total Facebook likes

Facebook reach brand comparison against median

#FACEBOOK




FACEBOOK ACTIVITY

Facebook activity key findings

QBE was overwhelmingly the most active over its Facebook channel, posting 106 Facebook posts over the 3 month period of the report. This equates to more than 1 Facebook post per day.

All of the Insurers were active on Facebook and were close to each other in the amount of activity (apart from QBE leading by a considerable amount). CGU in 3rd place posted 44 Facebook posts whilst GIO in 10th place posted 25 posts.

45.1 Facebook posts during the 3 month period of the report was the average across all brands. This equates to about 1 post every 2 days.

Australian general insurers rankings by Facebook activity

Total number of posts

Facebook activity brand comparison against median

1

#FACEBOOK

39.0Facebook Posts Median

45.1Facebook Posts Average




FACEBOOK CONTENT TYPESFacebook posts were characterised into the following content types:

Products & ServicesPosts promoting bank products and/or services.

SponsorshipPosts promoting sponsorship activity.

Conversational Seasonal, weather or holiday messages, or light-hearted comments on life events.

AwardsPosts highlighting an award the bank was recently nominated for or won.

General Interest Posts that link to articles or videos - content marketing material.

TipsUsually useful listicles. For example, ‘5 ways to save on Christmas decorations’.

Customer Service Information directly related to bank activity such as warning of system outages or maintenance of online account systems.

EducationalPosts that link to informative articles or videos, especially around finance.

CompetitionsCompetitions with a prize offering.

#FACEBOOK

Overall percentages of Facebook content types for general insurers in report

GeneralInterest

19.68%

Sponsorship

19.01%

Conversational

16.77%

Tips

13.47%

Educational

12.15%

Products andServices

7.3%

Awards

0.88%Competitions

4.47%

CustomerService

6.4%




FACEBOOK CONTENT TYPESIntro copy???????????

#FACEBOOK

PRODUCTS& SERVICES SPONSORSHIP CONVERSATIONAL AWARDS GENERAL

INTEREST TIPS CUSTOMER SERVICE EDUCATIONAL COMPETITIONS

NRMA 5 9 5 0 10 9 0 1 0

QBE 15 9 6 0 16 29 10 17 6

AAMI 0 11 18 0 3 11 0 10 4

CGU 3 5 3 0 11 3 9 10 0

Allianz 2 10 9 4 4 0 4 1 0

Suncorp Insurance 3 10 6 0 9 0 5 0 0

Budget Direct 2 14 0 0 10 2 0 6 9

Youi 2 15 8 0 8 4 0 2 0

GIO 1 3 8 0 8 2 0 3 0

APIA 0 0 13 0 10 1 1 5 1

Total 33 86 76 4 89 61 29 55 20

Average 3.3 8.6 7.6 0.4 8.9 6.1 2.9 5.5 2.0

All total posts = 453

Content category overall percentages 7.3% 19.01% 16.77% 0.88% 19.68% 13.47% 6.40% 12.15% 4.47%




FACEBOOK CONTENT TYPES KEY FINDINGS#FACEBOOK

Most prevalent content types

Lack of customer service content

NO INSURER UTILISED ALL OF THE CONTENT TYPES ACROSS THE 3 MONTH PERIOD

of all posts19.68% General Interest

of all posts19.01% Sponsorship

Sponsorships posts

Whilst many sponsorship posts were related to sporting brands and events, Budget Direct and Youi sponsored campaigns that helped charities over the holiday season and these posts generated high levels of likes and shares.

6.4%of all posts

Just Only utilised by

5/10Insurers

Finance-related educational posts

of all posts12.5% Top performers

17Posts

1ST

10Posts

2ND




CONTENT TYPE ACTIVITY: PRODUCTS & SERVICES

Number of posts

Top Performer

QBE promotes its products and services more than any of the 10 insurers in this report.

Posts over 3 month report period:

QBE Average

15 3.3

#FACEBOOK

This is a good example of how QBE introduces its products on Facebook. A relevant and helpful tip on Facebook leads to a product landing page on the QBE website.




CONTENT TYPE ACTIVITY: SPONSORSHIP

Number of posts

Top Performer

Budget Direct and Youi are the 2 most active brands in posting sponsorship content on Facebook.


Youi of total Facebook posts (39)

15 40%

#FACEBOOK

Youi sponsored a campaign to donate blood over the New Year. This post generated 34 likes and 23 shares.




CONTENT TYPE ACTIVITY: CONVERSATIONAL

Number of posts

Top Performer

AAMI posted the most conversational type posts of the 10 brands in the report.


AAMI per week

18 1.5

#FACEBOOK

AAMI used light-hearted content as conversational content to good effect. This post generated 172 likes and 18 shares.




CONTENT TYPE ACTIVITY: AWARDS

Number of posts

Top Performer

Interestingly, Allianz was the only general insurer to promote any awards they had won. Finance is a sector that has many awards and brands are often proud to show off their awards but it appears that the general insurance sector is sensitive to self-promotion on Facebook and this is probably a wise move as negative feedback on Facebook can certainly be triggered by something the Facebook community might see as overly self-promoting.

#FACEBOOK

Allianz were happy to post their WEGA award for Employer of Choice for Gender Equality Citation. This post generated 22 likes and was positively received by the Facebook audience with no detractor comments.




CONTENT TYPE ACTIVITY: GENERAL INTEREST

Number of posts

Top Performer

QBE was the most frequent poster of general interest content


QBE per week

16 1.3

#FACEBOOK

This example leads to an article back on the QBE website and generated 17 likes on the Facebook page.

Posts that linked back to general interest articles on insurer blogs or content areas of their websites was a popular content type with all of the insurers posting this type of content. General interest represented the most frequently posted content type for the insurers in the report.

20% Percentage of of all posts across all brands in the report




CONTENT TYPE ACTIVITY: TIPS

Number of posts

Top Performer

QBE was also the most frequent poster of tips on its Facebook page .


QBE per week

29 2.4

#FACEBOOK

QBE frequently used infographics and visual posts as a way to relate tips in a quick and easy manner. This post received 7 likes.




CONTENT TYPE ACTIVITY: CUSTOMER SERVICE

Number of posts

Top Performer

Surprisingly, 5 of the 10 insurers in the report didn’t use their Facebook page as a way to help facilitate customer service. QBE and CGU were to the 2 brands most frequently posting customer service type content.


QBE

10

#FACEBOOK

This post received 177 likes and 12 shares.




CONTENT TYPE ACTIVITY: EDUCATIONAL

Number of posts

Key FindingsAll of the insurers except for Suncorp Insurance posted educational content in the form of mostly financial literacy and financial education material.

#FACEBOOK

This post received 113 likes.This post received 98 likes and 16 shares.




CONTENT TYPE ACTIVITY: COMPETITIONS

Number of posts

Top Performer

Only 4 of the 10 insurers in the report (QBE, AAMI, Budget Direct and APIA) had competitions posted on their Facebook pages during the 3 month campaign. Budget Direct was the most frequent poster of competition content


Budget Direct per month

9 3

#FACEBOOK

This post received 2 likes.




NRMA FACEBOOK CONTENT NRMA put most of its content efforts into General Interest, Sponsorship and Tips posts. NRMA didn’t use awards, competitions or customer service content types.

NRMA was ranked 5th amongst the general insurers in this report in terms of Facebook activity.

General Interest

NRMA posted 10 general interest posts like this example.

NRMA posted on average one general interest post every week. This represents roughly 25% of NRMA’s Facebook posts during this period.

This post received

18Likes

1Shares

#FACEBOOK




QBE FACEBOOK CONTENT QBE put most of its content efforts into Tips, Educational and General Interest posts. Awards was the only type of content type that wasn’t used by QBE.

QBE was ranked 1st amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

Tips

QBE posted tip content like this example 29 times over the 3 month period of the report. This was considerable more than the other insurers in this report, 2nd placed AAMI posted 11 tips type content.

This represents nearly 30% of QBE’s Facebook posts during this period.

This post received

2Likes




AAMI FACEBOOK CONTENT AAMI put most of its content efforts into Conversational, Sponsorship and General Interest posts. AAMI didn’t post any product & services, awards or customer service content posts.

AAMI was ranked 2nd amongst the general insurers in this report in terms of Facebook activity.

Conversational

AAMI wasn’t afraid to use humour and light hearted conversational content on its Facebook page, perhaps driven by brand positioning. AAMI Posted 18 conversational content type posts over the 3 month period of the report.

AAMI posted on average 1.5 conversational post every week. This represents roughly 30% of AAMI's Facebook posts during this period.

This post received

526Likes

31Shares

#FACEBOOK




CGU FACEBOOK CONTENT CGU put most of its content efforts into General Interest, Educational and Customer Service posts. Awards and competitions were the only types of content that weren’t used by CGU.

CGU was ranked 3rd amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

Tips

CGU customer service content like this example 9 times over the 3 month period of the report.

This represents nearly 20% of CGU’s Facebook posts during this period.

This post received

9Likes




ALLIANZ FACEBOOK CONTENT Allianz put most of its content efforts into Sponsorship and Conversational posts. Tips and Competitions were the only types of content that weren’t used by Allianz.

#FACEBOOK

Tips

Allianz posted sponsorship content like this example 10 times over the 3 month period of the report or nearly once per week. Only Youi posted more sponsorship types posts.

This represents nearly 1/3 of Allianz Facebook posts during this period.

This post received

2Likes




SUNCORP INSURANCE FACEBOOK CONTENT Suncorp Insurance put most of its content efforts into Sponsorship and General Interest posts. Suncorp Insurance didn’t post any Awards, Tips, Educational or Competition content.

Suncorp Insurance was ranked 9th amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

General Interest

Suncorp posted general interest content like this example 10 times over the 3 month period of the report. This example was an original piece of content demonstrating in video format how much damage a pineapple can do travelling at 200 km/hr in a cyclone.

This represents nearly a 1/3 of Suncorp Insurance Facebook posts during this time.

This post received

10Likes




BUDGET DIRECT FACEBOOK CONTENT Budget Direct put most of its content efforts into Sponsorship, General Interest and Competitions posts. Budget Direct didn’t post any Conversational, Awards or Customer Service content-type posts.

Budget Direct was ranked 4th amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

Competitions

Budget Direct posted competition content like this example 9 times over the 3 month period of the report.

This represents roughly 20% of Budget Direct’s Facebook posts during this period.

This post received

2Likes




YOUI FACEBOOK CONTENT Youi put most of its content efforts into Sponsorship, Conversational and General Interest posts. Youi didn’t post any Awards, Customer Service or Competitions content-type posts.

Youi was ranked 6th amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

Sponsorship

Youi posted the most sponsorship content of any of the insurers (15 posts during the 3 month period of the report).

This represents nearly 40% of Youi’s Facebook content during this period.

This post received

36Likes




GIO FACEBOOK CONTENT GIO put most of its content efforts into Conversational and General Interest posts. GIO didn’t post any Awards, Customer Service or Competitions content-type posts.

GIO was ranked 9th amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

General Interest

GIO posted general interest content, like this example, 8 times during the 3 month period of the report.

This represents nearly a 1/3 of GIO’s Facebook posts during this time.

This post received

27Likes




APIA FACEBOOK CONTENT APIA put most of its content efforts into Conversational and General Interest posts. APIA didn’t post any Products & Services, Sponsorship, or Awards content-type posts.

APIA was ranked 8th amongst the general insurers in this report in terms of Facebook activity.

#FACEBOOK

Conversational

APIA posted conversational content, like this example, 13 times during the 3 month period of the report or roughly once per week.

This represents nearly 50% of APIA’s Facebook posts during this period.

This post received

183Likes




#TWITTERTwitter reach ranking

Twitter activity ranking

Twitter best practice example: QBE Australia

32

33

35




TWITTER REACH

1,208Twitter Followers Median

1,880Twitter Followers Average

Twitter Reach Key Findings

None of the General Insurers in the report have very large twitter followings, AAMI with a modest 5,760 twitter followers has the largest twitter following of the general insurers in this report.

The average Twitter following for the general insurers in this report was 1,880 followers.

Australian general insurers rankings by Twitter reach

Total Twitter followers

Twitter reach brand comparison against median

#TWITTER




TWITTER REACHTwitter Join dates vs twitter followings

#TWITTER

6000

5500

5000

4500

4000

3500

3000

2500

2000

1500

1000

500

0

2009 2010 2011 2012 2013 2014 2015 2016

Key Findings

Even though most of the general insurers were already operating twitter accounts by 2012, they have only accrued modest twitter followings by the end of 2016.

AAMI, CGU and QBE can be seen to have the highest follower momentum.

GIO

Youi

Budget Direct

Suncorp

NRMA

Allianz

QBE

CGU

AAMI




TWITTER ACTIVITY

39.5Twitter Tweets/Retweets Median

43.1Twitter Tweets/Retweets Average

Twitter Activity Key Findings

Although AAMI had the largest twitter following during this period, it also had a very low level of activity, having posted just 1 tweet during this 3 month period. This suggests AAMI may have been re-examining their twitter strategy during this period.

2 of the general insurers in the report (GIO and APIA) had zero twitter activity during the 3 month period of the report.

QBE and Allianz were the most active general insurers on twitter, both averaging more than 1 tweet per day over the 3 month period of the report.

Allianz was the most active re-tweeter of the 10 general insurers in the report. Re-tweeting twitter posts 25 times during the 3 month period. This shows that Allianz is actively monitoring twitter for brand mentions and responding to these.

Australian general insurers rankings by Twitter activity

Total number of tweets/retweets

Twitter activity brand comparison against median

#TWITTER




TWITTER BEST PRACTICE EXAMPLE: QBE AUSTRALIAQBE Australia has acquired more than 3,000 twitter followers since Sept, 2015. This is the highest follower momentum of all the general insurers in this report.

QBE Australia has maintained a constant stream of twitter content during the period of the report and has followed twitter best practice including verified profile, imagery on all tweets, video tweets, intelligent use of hashtags, branded URL shortener, appropriate use of @mentions and re-tweeting relevant content.

The Twitter content covers a range of content-types including customer servicing, general interest links to QBE content articles, tips, sponsorship links, product and service links, educational links and competitions

QBE Customer Service twitter content example

#TWITTER

QBE General Interest twitter content example

QBE Tips twitter content example




TWITTER BEST PRACTICE EXAMPLE: QBE AUSTRALIAQBE Products & Services twitter content example

#TWITTER

QBE Products & Services twitter content example

QBE Competition twitter content example

QBE Sponsorship twitter content example




#LINKEDINLinkedIn reach ranking

LinkedIn activity ranking

LinkedIn best practice example: CGU

38

39

40




LINKEDIN REACH

5,072LinkedIn Followers Median

14,344.7LinkedIn Followers Average

Australian general insurers rankings by LinkedIn reach

Total number of followers

#LINKEDIN

LinkedIn Reach Key Findings

In terms of reach, LinkedIn attracts the 2nd most number of followers (with Facebook 1st and Twitter 3rd) for these general insurers.

The average LinkedIn following of this group of general insurers was 14,344.7 whilst the median following was 5,072.

QBE leads the general insurers in this report with 55,204 LinkedIn Followers.

GIO is the underperformer in terms of LinkedIn reach with only 10 followers and a bare bones LinkedIn profile.

LinkedIn reach brand comparison against median

2




LINKEDIN ACTIVITY

12LinkedIn Posts Median

10.9LinkedIn Posts Average

Australian general insurers rankings by LinkedIn activity

Total number of followers

#LINKEDIN

LinkedIn Reach Key Findings

Overall, there was a low level of activity on LinkedIn amongst the 10 general insurers in this report. This is incongruous in that LinkedIn reach is the 2nd largest for these general insurers. LinkedIn activity was behind both Facebook and Twitter but ahead of YouTube for this group of insurers.

4 of the general insurers had zero activity on LinkedIn.

The average number of posts over the 3 month period for these general insurers was 10.9 or slightly less than once a week. This compares with an average 45.1 Facebook posts and 43.2 tweets over the same period.

CGU was the most active general insurer on LinkedIn with 27 posts made during the 3 month period of the report, averaging 2.5 LinkedIn posts per week.

LinkedIn activity brand comparison against median




LINKEDIN BEST PRACTICE EXAMPLE: CGUCGU is using LinkedIn as a channel to promote its articles on its blog area of the CGU website:www.cgu.com.au/insurance/blog

CGU Blog

LinkedIn posts Blog site


https://www.cgu.com.au/insurance/blog



LINKEDIN BEST PRACTICE EXAMPLE: CGUCGU has been the most consistent of the general insurers on LinkedIn, with a steady stream of principally CGU blog article promotional posts, with LinkedIn best practices of images on all posts and short descriptive text.

Every CGU LinkedIn post has attracted likes and sometimes comments. ‘Likes’ ranging from a couple of likes up to 81 likes.

LinkedIn posts




#YOUTUBEYouTube reach ranking

YouTube activity ranking

Youtube channel examples

43

44

45




YOUTUBE REACH

490YouTube Subscribers Median

979.9YouTube Subscribers Average

YouTube Reach Key Findings

As an industry, Australian general insurers are not well subscribed to on YouTube. Budget Direct is the top placed insurer amongst this group of general insurers for YouTube with 4,417 subscribers. This compares to the top 100 Australian YouTube channels subscriber numbers, in which number 100 has close to 500,000 subscribers.

Only 3 of the 10 general insurers have more than 1,000 subscribers (NRMA, AAMI and Budget Direct).

The average YouTube subscriptions for this group of general insurers was 979.9, however the median was only 490 subscribers.

Australian general insurers rankings by YouTube reach

Total subscribers

YouTube reach brand comparison against median

12 3

#YOUTUBE


https://vidstatsx.com/youtube-top-100-most-subscribed-australia-au-channels



YOUTUBE ACTIVITY

1.5YouTube Posts Median

5.2YouTube Posts Average

YouTube Activity Key Findings

The average number of videos posted for all insurers during the 3 month period of the report equated to approximately one video every 2 weeks.

NRMA placed first in terms of YouTube activity, posting 16 videos (averaging 1.3 videos per week).

4 of the insurers in this report posted no videos on YouTube during this 3 month report period (Youi, Allianz, GIO and APIA)

TV commercial videos posted on YouTube contributed to the bulk of the General Insurance sector’s YouTube views, with over 90% of all views being attributed to TV commercial posted videos.

Most of the insurers’ non-TV commercial video content attracted smaller audience numbers as low as 20 views and averaged 305 views per video across all insurers in this report. The low viewership suggests paid amplification is not being used in a consistent manner.

Australian general insurers rankings by YouTube activity

Total posted videos

YouTube activity brand comparison against median

1

#YOUTUBE




YOUTUBE CHANNEL EXAMPLES

Suncorp AAMI

#YOUTUBE




YOUTUBE CHANNEL EXAMPLES

QBE NRMA

#YOUTUBE




#TOTAL SOCIAL MEDIA POSTS

Total Social Media Posts Key Findings 48




Key Findings

The average number of posts for all the 10 general insurers across Facebook, Twitter, LinkedIn and YouTube equated to approximately 1 social media post per day over the three-month period.

QBE was the most active insurer on the 4 social channels, posting about 30% more than the 2nd placed Allianz.

GIO was the least active insurer, posting 25 posts across Facebook, Twitter, LinkedIn and YouTube over the 3 month period.

Australian general insurers rankings by total social media posts

Total aggregate score based on report methodology

TOTAL SOCIAL MEDIA POSTS#TOTAL SOCIAL MEDIA POSTS

104.5Total Posts Median

104.5Total Posts Average

1




#THE DUBS




THE DUBS SPECIALISE IN CONTENT MARKETING FOR FINANCE BRANDS.

By partnering with experts and delivering engaging content programs for our clients, we enable people across the globe to connect to the things they need, and to the businesses that provide them. We have the expertise to understand your business and work with you to deliver results.

The Dubs also works with Google across the UK and Europe to provide strategic and creative consultancy. We create innovative conceptual advertising and branded content to showcase the combined potential of Search, YouTube, Google+, APIs, Maps, Streetview, Google Display Network, and Mobile.

The Dubs is backed by Australian media mogul Kerry Stokes via his investment group Australian Capital Equity.

ABOUT THE DUBS

Andrew Frith is The Dubs Research and Social Media Director. Andrew’s career in digital media spans 5 continents and more than 20 years.

He has been involved in demographic and UX research used in major global projects and campaigns for finance and media brands in Australia, UK and USA including Citibank, ING DIRECT, ANZ, AMP Capital, UBS, BBC and Sony.

About Andrew Frith

[email protected]

PRIMARY CONTACT

Jo Hurl// Strategy and Partnerships Manager

02 8247 8700 / 0478 075 006

CONTACT

#THE DUBS


Documents

FINANCIAL CONTENT MARKETING Report: Top 20 Australian ... … · On LinkedIn, however, is where there is perhaps the greatest missed opportunity. People on LinkedIn are generally