Top Australian Brands on Social Media - October 2013

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Top Australian Brands on Social Media – October 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

Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

October 2013

A closer look into these

sectors & brands

Comparing Top Food/Beverage Brands

Brand Name

Audience

Conversation (as % of fans)

Engagement Community

Admin Posts Engagement Fan Posts % of Fan

Posts Admin Responded

Total Fans Fan Growth

Pringles Australia 965,923 4.9 % 1.8 % 44 16 40 65 %

Vegemite 445,347 1.5 % 3.1 % 37 71 155 45.8 %

Coca Cola Australia 996,045 0.17 % 0.24 % 21 8 116 59.5 %

V Energy Drink Australia

542,275 0.08 % 0.62 % 21 93 44 52.3 %

Lipton Ice Tea Australia

207,859 2.9 % 2.6 % 11 116 33 60.6 %

October 2013

http://unmetric.com/

Lipton Ice Tea - Sparkling

Lipton Ice Tea Australia posted updates around the launch of the new ‘Ice Tea Sparkling’ beverage and this engaged best with its fans. The average engagement

score for the brand was 116, while the sector average was 24.

Comparing Top Retail Chain Brands

Brand Name

Audience






Coles 583,703 5.4 % 4.3 % 71 65 1,517 71.9 %

Woolworths Australia

542,256 3.4 % 3.2 % 43 90 3,489 29.2 %

Target Australia 382,288 2.1 % 2.4 % 48 25 398 93.2 %

Big W 247,867 3 % 2.3 % 62 33 351 87.5 %

Country Road 162,967 2.2 % 2.3 % 58 29 94 85.1 %

October 2013


Woolworths Australia – Aussie Animal Cards Woolworths Australia held a special Aussie Animals Trading Day for Aussie Animal

Card collectors and promoted the event via their Facebook page

The Aussie Animal Cards related posts garnered an engagement score of 279, while the overall engagement

score was 90.

Woolworths Australia’s average engagement score was 4 times the

sector average of 21.

Comparing Top Aviation Brands

Brand Name

Audience






Qantas 425,361 1.8 % 1.4 % 15 39 463 76.7 %

Virgin Australia 299,247 1.6 % 2.1 % 37 15 479 80.2 %

Air Asia Australia 128,773 1 % 0.68 % 20 18 109 67 %

FlyScoot Australia 70,748 11.2 % 2.9 % 26 36 26 15.4 %

Cathay Pacific (Australia)

23,397 23 % 7.6 % 23 83 18 55.6 %

October 2013


Virgin Australia – Average Response Time

8987 mins

822 mins

632 mins

355 mins

46 mins

FlyScoot Australia

Air Asia Australia

Cathay Pacific

Australia

Qantas

Virgin Australia

Virgin Australia has the fastest fingers on Facebook compared to other Australian

Airlines in October. The brand replied to 384 fan queries in an average of 46 minutes.

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


Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

October 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

Nando’s Australia 7,692 16.2 % 490 65 374 188 7:31:55

Domino’s Australia 29,322 -0.39 % 42 33 298 3 1:39:21

Pizza Capers 2,237 -0.09 % 107 27 73 - 11:15:29

CIBO Espresso

1,907 1.3 % 152 28 25 33 14:03:35

Hungry Jack’s 2,854 2.6 % 45 21 43 35 26:48:04

Comparing Top Restaurant & Café Brands

October 2013


Nando’s Australia - #PeriPerks

Nando’s Australia ran a Peri-Perks contest and a VIP event in October which was promoted extensively on Twitter. #PeriPerks was the most used hashtag by the

brand and its followers in October. The hashtag had an engagement score of 368

.

Nando’s Australia had an overall engagement score of 490, which is more than 8 times the sector average

of 56.


Engagement Score

Number of Tweets


Proactive Tweets

Replies Retweets

Harris Scarfe 681 11.2 % 93 101 34 61 13:40:31

Coles Supermarkets

15,123 21.7 % 404 48 253 13 10:53:42

David Jones 16,458 3.3 % 29 222 1 97 0:21:29

The Good Guys AU

5,146 32.8 % 227 111 162 32 1:06:30

Country Road 9,026 1.8 % 36 15 55 29 10:23:47

Comparing Top Retail Chain Brands

October 2013


Coles Australia - #Coles1d

Coles asked its Twitter followers to post a photo to show that they’re the biggest One Direction fan

using the hashtag #Coles1d.

The hashtag had an engagement score of 896 and was used 56 times by the brand and 1,697 times

by its followers

After the announcement of the competition on the 15th

October, the usage of the hashtag #Coles1d peaked to

become the most used hashtag.


Engagement Score

Number of Tweets


Proactive Tweets

Replies Retweets

CommBank 26,380 6.1 % 143 144 491 27 9:04:38

Visa Australia 270 12.2 % 583 6 2 3 1:18:28

NAB 20,069 3.3 % 119 58 383 4 12:53:58

Bankwest

5,107 3 % 89 90 93 3 6:10:32

NetBank 17,658 1.8 % 44 32 67 4 8:07:35

Comparing Top Banking and Finance Brands

October 2013


NAB - #MoreLess NAB tweeted more about the ‘More Give, Less Take’ campaign using the hashtag

#MoreLess and this engaged best with its followers.

#MoreLess was the most used hashtag for the

brand in October with an engagement score of 109

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


Sector Brand

Food & Beverages

Retail Chains

Insurance

Restaurant

October 2013

SO

A closer Look at Selected Top

Brands

Volkswagen Australia

Welcome to the Family

Volkswagen Australia’s ‘Welcome to the Family’ video was the most watched video on its YouTube out of the 4 new uploads in

October. The video was garnered more than 6,000 views in 6 days,

Qantas

Qantas Cash TVC

The Qantas Cash TV commercial was the most watched video on Qantas’ YouTube channel in October with

46,000 views

Cotton On

Lara Bingle Swimwear for Cotton On Body

Cotton On’s Lara Bingle Swimwear video, which was uploaded on 31st

October, gained 16,000 views in just one day

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