Australian Shakedown of Top Brands on Social Media in July 2014

TOP AUSTRALIAN BRANDS

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efforts on Facebook, Twitter, YouTube, Instagram, LinkedIn and Pinterest.

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Social Media has often been touted as the one of the most disruptive forces in

marketing. Instead of broadcasting, the goal of a digital marketing strategy is to

engage with consumers and open a two way line of communication. Brands are

now tweaking their content on social media to better reflect their target audience.

Some brands identify with their audience’s fun side, like Showpo’s playful posts

and Telstra’s partnering with a pop group, while others like Domino’s, Air New

Zealand and Nationwide Insurance offer information on various platforms that add

value to their audience’s social streams. Whichever direction a brand’s creative

strategy leans towards, social media can help them achieve a wide range of

objectives, as long as it is leveraged with clear 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 July. Look out for August’s report in early

September.

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

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Coles’ Facebook content resonated well with its fans, while Showpo ramped up

its fan base much faster than any other Australian Retail Chains brand.

To see more comparative data on these brands, send us an email

and we’ll get you started on a free trial of Unmetric.

All data for the time period: July 1st – 31st 2014

Comparing the Top Retail Chains Brands

Fans % Increase in Fans Engagement Score

Showpo 410,883 3.3 162

Woolworth Australia’s

Fresh Food People 680,282 3.1 243

Coles 789,914 1.8 258

City Beach 451,824 1.9 56

Target Australia 466,442 3.2 159


Among the top 5 Retail Chains

Pages, on average, just 13% of

content posted was “brand related”.

4,006 new posts were written across

the top 5 Retail Chains brands. That’s

an average of 25.8 posts per day – per

wall!

Among all Retail Chains pages from

Australia, Dick Smith talked the least

about themselves.

Among the top 5 Retail Chains

brands, Woolworths Australia’s Fresh

Food People posted the most “non-

brand related” content on their wall.

Among all Retail Chains pages from

Australia, Amazon.com talked the most

about themselves.

With a growth rate of 3.3%, Showpo

enjoyed the highest fan growth rate

among the top 5 Retail Chains

brands.

Uncovering the best of the Retail Chains Sector


and we’ll get you started on a free trial of Unmetric.0



Comparing the Top Aviation Brands

While Qantas leads with the largest fan base among the Australian Aviation brands, Air

New Zealand definitely knows the secret of crafting content that engages best with its fans.


Brand Fans % Increase in Fans Engagement Score

Qantas 519,158 2.0 108

Virgin Australia 396,187 3.1 137

Air New Zealand (Australia) 202,309 0.5 809

Jetstar Australia 344,143 2.4 246

AirAsia Australia 161,360 3.3 259





Uncovering the best of the Aviation Sector

Among all Aviation pages from

Australia, AirAsia Australia talked the

most about themselves.

Among all Aviation pages from

Australia, Malaysia Airlines talked the

least about themselves.

2,466 new posts were written across

these 5 ‘brand walls’. That’s an

average of 15.9 posts per day – per

wall.

Among the top 5 Aviation brands,

Qantas posted the most “non brand

related “ content on their wall.

Among the top 5 Aviation brands, on

an average, 60% of the content

posted was “brand related”.

With the growth rate of 3.3%, AirAsia

Australia enjoyed the highest fan growth

rate among the top 5 Aviation brands.




Understanding Selected Top Brands

Showpo – Fan Growth Rate

Showpo grew its fan base by 3.3% in July, while the average fan growth rate of the

sector was just 2%. Showpo’s posts of fun stuff saw more engagement among its fans,

which in turn had a positive effect on its fan growth rate

See appendix on how engagement scores are

calculated.

https://www.facebook.com/154356697913571/posts/910050989010801


1

2

1

2

Air New Zealand (Australia) posts around its ‘Meanwhile in New Zealand’ campaign

promoting its daily flights to the New Zealand Slopes resonated well with its fans.

The airline garnered an average engagement score of 809, while the sector

average was 485.

Air New Zealand – Meanwhile in New Zealand

See appendix on how engagement scores are

calculated.



Comparing the Top Restaurant Brands


Hog’s Breath had the highest follower growth rate of 3.2%, while Domino’s Australia

has the largest follower base.

Number of

Followers

% Increase in

Followers Engagement Score Mentions Count

Average Reply

Time

(hh:mm)

@Crust_Pizza 12,110 0.24% 85 99 03:22

@Dominos_AU 34,089 0.10% 14 600 01:29

@GrilldBurgers 12,735 0.81% 173 208 13:00

@HogsBreath 1,678 3.20% 162 50 10:18

@NandosAUS 9,176 2.97% 102 167 14:28





Uncovering the best of the Restaurant Sector

Among all Restaurant & Cafe Twitter

Accounts from

Australia, @dutchbros Replies

fastest to their Customers' Tweets.

@wingstop grew its follower-base

faster than all other Restaurant &

Cafe IDs from Australia.

Among all Restaurant & Cafe Twitter

Accounts from Australia, @Pinkberry

Replies slowest to their Customers'

Tweets.

The average Restaurant & Cafe Twitter

Account from Australia Added 6,924

Followers in the last month.

Of all Tweets across these 5

brands, 2.8% were Retweets

and 80% were Replies.

On average, these 5 brands take

322 minutes to Reply to Customer

Tweets.







Comparing the Top Telecom Services Brands

Optus is the most engaging Telecom Services brand, while Telstra has the largest

follower base and also excels at customer service by replying to tweets within an

hour.

Number of

Followers

% Increase in

Followers

Engagement

Score Mentions Count

Average Reply

Time

(hh:mm)

@Foxtel

@MacquarieTelco

@Optus

@Telstra

@VodafoneAU





Uncovering the best of the Telecom sector

Among all Telecom Services Twitter

Accounts from Australia,

@Teleperformance Replies fastest to

their Customers' Tweets.

Among all Telecom Services

Twitter Accounts fromAustralia,

@CharterCom replies slowest to

their Customers' Tweets.

@VirginMobileAus grew its follower-

base faster than all other Telecom

Services IDs from Australia.

The average Telecom

Services Twitter Account from

Australia added 893 Followers in the

last month.

On an average, these 5 brands

take 106 minutes to Reply to

Customer Tweets.

Of all Tweets across these 5 brands 1.4%

were Retweets and 96% were Replies.



Domino’s – Reply Analysis

Most of Domino’s Australia’s replies were customized plain text. The pizza brand

replied to over 50% of their mentions all in an average of 1 hour and 30 minutes. This

is 5x better than the Average Reply Time of the sector.

Telstra – #PickMe1D

Telstra announced the results of a competition that involved ticket giveaways to a One

Direction concert. The campaign defined by #pickme1D was used 1,500 times by

users. This was the most engaging hashtag of the brand and also of the sector.




Uncovering the best of the Food & Bev. sector

With 437,618 new Video Views Uncle

Tobys had the most video views in

July.

The average Food/Beverage YouTube

channel added 2,982 Subscribers.

With a growth rate of 16%, Dare Iced

Coffee enjoyed the highest Growth Rate

in total Video Views among the Top Food

and Beverage brands.

The average length of a Video among

the Top brands in the sector was

1 min, 14 secs

With a growth rate of 15%, Uncle

Tobys enjoyed the highest Growth

Rate in Subscribers amongst the top

brands in the sector.





Uncovering the best of the Insurance Sector

Youi Insurance grew its subscriber

base faster than all other brands in

the sector.

The average Insurance YouTube

channel from Australia added 108,033

views

in July.

The average length of a Video of the

Top Insurance brands was 5 mins, 22

secs.

With a growth rate of 23%, nib Health

Insurance enjoyed the highest growth

rate in Subscribers among brands in

the sector.

With a growth rate of 169%, nib Health

Insurance enjoyed the highest growth rate

in total Video Views.



Their ‘Quick Sachet’

video saw a sharp

spike in views,

gaining 257,991 new

views in July alone.

Uncle Tobys - Quick Sachets

While they didn’t upload any new videos in July, Uncle Tobys experienced a

higher Growth Rate (13.2%) than the sector average (2.4%), and increased

their subscriber count by almost 15%.

https://www.youtube.com/watch?v=pcfnhGqitbg

The brand uploaded 3 new videos in the time period analyzed, and experienced a

Growth Rate of 135.7%), which was 12x the sector average (10.8%).

Nationwide Insurance - Features

The brand gave customers an offer they couldn’t ignore; the video garnered an

impressive 1,273,202 views in July, and increased their subscriber base by 4.5%.

https://www.youtube.com/watch?v=qle2N3ZUzHE

https://www.youtube.com/watch?v=qle2N3ZUzHE

Appendix

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.

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

Engagement Score

Audience Reception Rate = (Fans or Followers) 0.8

Audience Reception Rate

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.

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Australian Shakedown of Top Brands on Social Media in July 2014

Social Media

retail chains brands

australian brands

aviation brands

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retail chains sector

human powered brands

australian retail chains

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