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Contests, deals and offers were a go-go over the Christmas period for Australian brands as they looked to ramp up consumer engagement. Insurance company Medibank proved that you can make insurance interesting with a series of Twitter chats that captured the attention of followers while Cathay Pacific tried to inspire wanderlust amongst its Facebook fans with a series of hot deals on airfares to Europe.
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Top Australian Brands on Social Media – December 2013
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
Telecom
December 2013
A closer look into these
sectors & brands
Comparing Top Mobile & Handhelds Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Sony Mobile Australia
50,913 6.7 % 3.9 % 19 123 37 62.2 %
HTC Australia 285,300 0.67 % 0.37 % 22 5 97 34 %
Nokia Australia 137,990 0.24 % 0.26 % 40 6 106 63.2 %
Huawei Australia 46,046 5.6 % 1.4 % 17 2 9 55.6 %
December 2013
Sony Mobile Australia - Xperia Z ‘Ultimate Entertainer Contest Sony Mobile Australia ran two rounds of the ‘Ultimate Entertainer’ contest between the 11th and the
20th of December. Posts around the contest engaged the best with its fans on Facebook.
Sony Mobile Australia’s fan growth and the number of fans talking about the brand peaked
during the contest period.
As a result, Sony Mobile Australia’s Facebook page garnered an average engagement score of 123, which is more than 3 times the sector
average of 40.
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
Qantas 443,735 1.3 % 1,1 % 12 51 421 60.6 %
Virgin Australia 325,522 1.4 % 1.5 % 34 24 449 76.6 %
AirAsia Australia 132,094 1.3 % 0.85 % 14 33 92 83.7 %
FlyScoot Australia 87,379 4.8 % 3 % 23 41 63 4.8 %
Cathay Pacific Australia
33,092 3.4 % 5.2 % 13 147 24 75 %
December 2013
Cathay Pacific Australia – Deals and Offers Cathay Pacific Australia’s posted updates on its Facebook page around deals and offers in
December. These posts engaged the best with its fans. As a result, the overall average engagement score for the airline brand was 147, which is more than twice the sector average of 56.
Comparing Top Retail Chain Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
ALDI Australia 139,350 546.3 % 31.7 % 72 37 586 77.1 %
Woolworth’s Australia
586,786 7 % 4.4 % 48 68 907 83.7 %
Coles 646,217 3.7 % 2.1 % 49 37 889 89.5 %
The Good Guys 311,273 2 % 1.4 % 3 102 232 94.4 %
Jeanswest 92,739 3.6 % 2.3 % 27 72 206 14.6 %
December 2013
Jeanswest – Summer Giveaways Jeanswest ran a 14-day giveaway contest between the 9th and 22nd December. The updates
around the giveaways generated lots of buzz for the brand.
Jeanswest’s average engagement score was 72 in December, which is close to 3
times the sector average of 26.
Jeanswest ramped up its fan base much faster during the period of the
giveaways and more number of fans were talking about the brand during the
same period.
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
December 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
Coles Supermarket 16,632 1.4 % 186 49 527 6 6:34:39
Harris Scarfe 780 3.3 % 106 52 9 32 9:07:03
The Good Guys AU 5,452 2.2 % 284 131 255 4 1:01:35
Peters of Kensington
1,847 1.2 % 93 38 11 1 10:28:41
Dick Smith 6,810 3.1 % 105 24 132 4 4:14:30
Comparing Top Retail Chain Brands
December 2013
The Good Guys AU - #thegoodguysftw The Good Guys AU ran a series of giveaway Twitter contests in December which engaged well with
its followers and the retail chain brand promoted the giveaways using the hashtag #thegoodguysftw.
#thegoodguysftw was the most used hashtag by the brand and its followers.
As a result, The Good Guys AU saw an overall average engagement of 284, which
is 6 times the sector average of 48.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Bupa Australia 7,172 4 % 413 82 263 79 12:38:39
Medibank 2,353 9.4 % 105 263 191 163 9:10:20
NRMA Motoring Services
4,259 1.4 % 139 81 61 23 3:45:49
Life Broker
504 1 % 381 28 2 23 0:21:50
AMP AU 1,900 2.3 % 231 18 7 2 5:04:48
Comparing Top Insurance Brands
December 2013
Medibank - #GenBetter Twitter Chats Medibank conducted three #GenBetter Twitter chats on the 4th, 11th and the 18th December. These
chats generated lots of buzz for the brand and #GenBetter was the most used hashtag by the brand and its followers.
The usage of the hashtag #GenBetter peaked during the three Twitter chats.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Nokia Australia 3,044 3.9 % 146 58 62 27 34:53:55
HTC Australia 10,117 0.27 % 129 8 - - -
Huawei Australia
2,590 5 % 63 3 - - -
Comparing Top Mobile & Handhelds Brands
December 2013
Nokia Australia – Appy Christmas Competition Each day until Christmas, Nokia Australia, celebrated one of the 190,000 apps available for its Windows Phone by giving away $20 app vouchers. The mobile phone brand used the hashtag #AppyXmasAU to promote the competition and #AppyXmasAU was one of the most engaging
hashtags with an engagement score of 222.
#AppyXmasAU was the most used hashtag by the brand and its followers in December.
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
December 2013
SO
A closer Look at Selected Top
Brands
Domino’s Australia
Introducing Domino’s New Wagyu Duet Pizza
Domino’s Australia’s video about the new Wagyu Duet pizza was the most watched on its
channel with more than 291,000 views.
Target Australia
Target Sale On Now
Target Australia’s ‘Target Sale On Now’ video garnered more than 95,000 views to become the
most viewed video for the brand in December
Myer Australia
The Power of Give – A Special Christmas Delivery
Myer’s ‘Power of Giver’ video saw more than 5,000 views and was the most viewed video
on its channel in December
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