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TOP AUSTRALIAN BRANDS ON SOCIAL MEDIA APRIL 2014
About Unmetric
We provide not-so-obvious competitive
intelligence on over 17,000 brands across 30
sectors … so you know who is outsocializing
who. And how.
We understand that while companies have
always needed competitive intelligence, it’s
never been easy to come by. The modern
digital media landscape gives marketers the
potential to study their campaign spends,
activity and decide on future spends much
more rationally than ever before.
Some of our clients
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 Virgin Australia looking to promote their new range of passenger
seats, Bupa looking to become the leader in health awareness or Cadbury’s
looking to connect to their demographic, social media has grown to become an
essential part of the marketing mix when it comes to meeting business
objectives.
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 April. Look out for May’s
report in early June.
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.
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Food & Bev sector
Among the top 15 food & beverage brands, V Energy Drink Australia was engaging best with their fans.
Among all food & beverage pages from Australia, Pringles (Australia) talked the most about themselves.
Cadbury’s #FlavourFavour campaign was the most engaging campaign from the food & beverage sector.
Tic Tac grew its fan-base faster than all other Food/Beverage pages from Australia.
1,495 new posts were written on the walls of the top 15 food & beverage brands. That’s an average of 3.3 posts per day - per wall!
With a 95% response rate on 120 fan posts, MILO Australia was the most responsive food & beverage brand.
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All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Banking sector
Among the top 15 banking brands, ING Direct Australia was engaging best with their fans.
BNZ posted the most “non brand related” content on its wall which resulted in massive engagement.
Westpac had one of the best average response rates on Facebook, replying to 90% of fan posts in 2 hours or less.
PayPal Australia posted the most engaging piece of content among the top 15 banking brands.
2,713 new posts were written on the walls of the top 15 banking brands. That’s an average of 6 posts per day - per wall!
With a growth rate of 28%, Newcastle Permanent enjoyed the highest fan growth rate among the 15 banking brands.
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Understanding Selected
Top Brands
Westpac replied to 90% of fan posts on its Facebook page and did so in two hours or less. Only ING Direct, Ubank, St George Bank and Virgin Money had a higher response rate but they replied to less posts combined compared to Westpac and took longer to reply to each post.
Westpac Has An Excellent Response Rate
Response Rate is a percentage of fan posts on the brand’s wall that the brand responded to. It does not include responses to comments.
Just as in real life, stereotypes tend to play out on social media. Cadbury’s has an overwhelmingly female fan base , attached and aged between 20 and 50.
For Cadbury’s, chocolate is a girl’s best friend
See appendix on how engagement scores are calculated.
1
2
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12%
88%
Male Fans
Female Fans
Cadbury’s targets plenty of its content to its fan demographic and it gets engagement three times the sector average as a result.
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Restaurant Sector
Guzman y Gomez grew its follower-base faster than all other Restaurant & Café IDs from Australia.
The average Restaurant & Café brand Australia added 7,701 followers.
Taking just 40mins, 28secs on an average, Dominos replies fastest to customers' tweets.
With 773 tweets, Mad Mex had the most tweets among all Restaurant & Café brands from Australia.
Grill’d Burger had the most engaging tweet amongst the top 10 brands of the Restaurant & Café sector.
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As a % of followers, Jen Fresh On The Go follows people the most among all the Restaurant & Café brands from Australia.
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Insurance sector
iselect grew its follower-base faster than all other Insurance IDs from Australia.
The average Insurance brand from Australia added 154 followers.
Taking just 1hr, 30mins, 57secs on an average, AAMI replies fastest to customers‘ tweets.
With 390 tweets, Bupa had the most tweets among all Insurance brands from Australia.
nib Health Funds had the most engaging tweet in the entire Insurance sector.
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As a % of followers, Yay Frank follows people the most among all Insurance brands from Australia.
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Understanding Selected
Top Brands
Domino’s Pizza Australia took to Twitter in April to promote #freepizza to anyone that sent it a Direct Message but also asked deep questions about pizza to get people to ponder, thing and ultimately engage with the brand.
Domino’s Pizza Leverages Offers & Questions
Date Range: 1st – 30th April, 2014
It was the #DominosOffers hashtag that engaged best for Domino’s Pizza, with this tweet seeing an engagement score of 342, nearly three times higher than the sector average.
Bupa replied to more than twice the number of tweets as other insurance brands, in part driven by its Twitter chats using the hashtag #healthychat on the 1st, 8th and 15th April. The hashtag saw 129 people use the tweet across the month and Bupa’s replies went up as a result.
Bupa – A Customer Service Leader
Date Range: 1st – 30th April, 2014
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Aviation sector
The average Aviation brand added 216 subscribers on YouTube in April.
The average length of a video in the Aviation sector from Australia is 2mins 57secs.
The Aviation sector from Australia saw a views growth rate of 3.9%.
The average Aviation YouTube channel from Australia added 103,022 views in April.
Qantas uploaded 10 videos, the most in the Aviation sector in April.
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All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Home Appl. sector
The average Home Appliances YouTube Channel from Australia added 160 subscribers in April.
The Average length of a video in the Home Appliances sector from Australia is 2min 9secs.
The average length of all the videos uploaded by Breville is 2 minute 58 seconds.
The Home Appliances sector from Australia saw a video views growth of 2.1%, but Sunbeam Australia grew faster than the rest at 4.1%.
The average Home Appliances brand from Australia saw 82,077 views in April.
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Understanding Selected
Top Brands
In this video uploaded by Virgin, the International Airline now offers members to become a certified Astronaut.
Virgin – Velocity Space Class has arrived
Date Range: 1st – 30th April, 2014
The video received 10,900 views in 9 days.
Date Range: April 1st-30th, 2014
The Breville YouTube channel received 113,000 new views in the month of April which is a 5% increase from last month.
Breville – Juicing with Chef Heston
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Auto sector
63,982. That’s the number of followers added by all Automotive brands from Australia.
With a growth rate of 6.8%, BMW Australia grew its follower-base faster than all other Automotive brands from Australia.
Bridgestone added the most number of career updates (19) among all Automotive Brands from Australia.
With 25 updates, Aston Martin Lagonda Ltd had the most updates among all Automotive brands from Australia.
Mercedes-Benz had the most engaging update in the entire Automotive sector.
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Mercedes-Benz. That’s the brand that has the product with the most number of Recommendations
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Telecom sector 153,362. That’s the number of followers added by all Telecom Services brands from Australia.
With a growth rate of 4%, Vodafone Australia grew its follower-base faster than all other Telecom Services brands from Australia.
Ericsson added the most number of career updates (20) among all Telecom Services brands from Australia.
With 31 updates, Ericsson had the most updates among all Telecom Services brands from Australia.
ding.com had the most engaging update in the entire Telecom sector.
Telstra. That’s the brand that has the product with the most number of Recommendations
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Understanding Selected
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Telstra has the largest following amongst all Australian Telecom Services brands. In the month of April, Telstra experienced a follower growth rate of 3.1% which is higher when compared to the Telecom sector average of 2.5%.
Telstra
Their 14 updates in April collectively received the most number of Like s and Comments in the sector.
Despite updating its LinkedIn page only three times in April, Mercedes-Benz’s posts received an Engagement Score* of 415. The below posts engaged the best in the entire Automotive sector.
Mercedes-Benz
*Please see the Appendix to this report for a complete explanation of the Engagement Score.
All posts from the brand were centered on the launch of a new car. The combination of images and links is what worked best for them.
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Travel sector
With a growth rate of 4.2%, Intrepid Travel enjoyed the highest follower growth rate among the Top Travel & Tourism brands in Australia.
With a growth rate of 1.8%, Intrepid Travel added pins at the highest rate among the Top Travel & Tourism brands in Australia.
With a ratio of 10.8, Australia’s Travel Inspiration Board enjoyed the highest ratio of repins per pin, among all the boards of the Top Travel & Tourism brands in Australia.
The average Travel & Tourism brand from Australia added 95 followers in April. Intrepid Travel added the highest number of followers.
The average Travel & Tourism brand from Australia added 78 pins in April.
With 37 pins, Intrepid Travel added the most number of pins among the Top Travel & Tourism brands in Australia.
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All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Retail Chain sector With a growth rate of 24%, Gorman Clothing enjoyed the highest follower growth rate among the Top Retail Chain brands in Australia.
With a growth rate of 12%, Gorman Clothing added pins at the highest rate among the Top Retail Chain brands in Australia.
With a ratio of 15.1, Witchery’s Witchery Christmas Wishlist Competition Board enjoyed the highest ratio of repins per pin.
The average Retail Chain brand added 166 followers in April. Pfister Faucets added the highest number of followers.
The average Retail Chains brand from Australia added 176 pins in April.
With 216 pins, Gorman Clothing has added the most new pins among the Top Retail Chain brands in Australia.
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Understanding Selected
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The brand’s most active owned boards* in April were Polar Travel Sale and ‘Polar Adventure Travel’. However, it was their ‘Mexico A-Go-Go with Intrepid’ board that saw the most Repins.
Intrepid Travel
*Owned boards are boards where only the brand has permission to upload pins
From this graph, it is apparent that the activity on the two boards mentioned above, during the period of April 15 – 17, resulted in a spike in repins for the brand.
The brand does not constrain itself to creating only clothing related boards. In April, their boards ‘home body’ and ‘in the garden’ had the most number of new pins. Their ‘home body’ board also had the most number of repins in April
Gorman Clothing
Has higher growth rate (24%) than the median Retail Chains Pinterest account from Australia (4.2%). By pinning regularly, the brand maintained a consistently high follower growth as well as repin count.
All data for the time period: April 1st – 30th, 2014
Uncovering the best of the Restaurant sector
With a growth rate of 63%, SumoSalad grew its follower-base faster than all other Restaurant & Café brands from Australia.
Among the media posted by brands, the engagement score of photo posts (929) was better than that of video posts (874).
Among all the photo posts by Restaurant & Cafe sector brands from Australia, the Amaro filter type had the best engagement.
On an average, the brands in Restaurant & Café Sector from Australia, posted 14videos and 375 images.
McDonalds had the most engaging update in the entire Restaurant & Café sector.
#mmm was the most popular hashtag in the Restaurant & Café sector.
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All data for the time period: April 1st – 30th, 2014
Understanding Selected
Top Brands
Three of seven posts from Pizza Hut carried the hashtag #burgerpizza. It was the most used and most engaging post in all of April.
Pizza Hut- Burger Pizza
This post has the an Engagement Score* of 910 and performed the best in the month.
*Please see the Appendix to this report for a complete explanation of the Engagement Score.
David Jones store leveraged the Mercedes Benz Fashion Week in Australia on their Instagram page. The brand posted images of designers, models and shows
David Jones- #mbfwa
*Please see the Appendix to this report for a complete explanation of the Engagement Score.
The brand added 38 updates with the hashtag #mbfwa. These garnered a collective Engagement Score* of 235 which is higher than the average engagement of the brand (228).
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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