Top Australian Brands on Social Media - February 2014
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Transcript of Top Australian Brands on Social Media - February 2014
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analyzed by
Top Australian Brands on Social Media – February 2014
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SO
ANALYSIS OF
BRANDS ON FACEBOOK
Fans, Conversations, Engagement, Campaigns, etc...
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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
February 2014
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A Closer Look Into These
Sectors & Brands
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Comparing Top Automotive Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Mercedes-Benz Australia
189,121 6.5 % 5.4 % 31 744 41 17.1%
Audi Australia 123,265 2.2 % 6.6 % 81 556 72 22.2 %
BMW Australia 159,250 0.51 % 4.0 % 39 785 69 34.8 %
Toyota Australia 171,140 2.0 % 1.8 % 7 990 0 -
February 2014
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Mercedes-Benz Australia - Photo Centric Content Strategy
Mercedes-Benz Australia uses a photo centric content strategy. The top 10 most engaging posts on its page are photos. Mercedes-Benz also saw an average engagement score of 744 while the sector
average is 524.
Of the 30 updates, 28 were photos and they consistently received very high
engagement.
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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
Woolworths Australia
602,457 1.1 % 2.1 % 49 489 1,195 88.8 %
Coles 672,913 2.3 % 1.4 % 56 332 1,099 85.9 %
Mimco 247,897 5.7 % 3.2 % 31 332 41 61.4 %
Country Road 194,117 3.4 % 3.0 % 49 267 138 81.2 %
February 2014
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Woolworths Australia – Comment to Win Woolworths Australia ran a Win For Your Valentine contest. The post on the contest received an
engagement score of 991 and caused a spike in the number of people talking about.
Wollworths Australia’s saw an average engagement score of 489, while the sector average
was 141.
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Comparing Top Banking & Finance Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Visa (Australia) 140,130 1.8% 5.7 % 12 937 22 36.4 %
Commonwealth Bank
533,428 .46 % .38% 21 162 449 74.6 %
NAB 122,739 .44 % .51 % 25 118 185 76.9 %
Westpac 113,256 .33% .90 % 35 119 204 91.7 %
February 2014
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Visa (Australia) – Questions to Fans Visa Australia’s most effective means of engaging fans were in the form of questions. 8 out of
the top 10 most engaging posts were questions to fans
Visa Australia received an average
engagement score of 937, which is
more than 3 times the sector average.
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ANALYSIS OF
BRANDS ON TWITTER
Followers, Customer Service Metrics, Campaigns, etc...
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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
February 2014
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A Closer Look Into These
Sectors & Brands
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Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Coles Supermarket 17,053 1.6 % 144 31 1,053 5 6:45:00
Country Road 9,6877 2.0% 42 14 89 12 2:05:42
The Good Guys AU 5,87 1.5 % 85 103 99 16 0:42:36
Peters of Kensington
1,884 .86 % 16 16 5 3 2:05:41:43
David Jones Store 18,268 2.1% 17 106 2 11 28:06
Comparing Top Retail Chain Brands
February 2014
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Coles – Customer Service
Coles replies the most amongst the brands in the Retail Chains sector.
Close to 12% of replies are in the form of brand apologies.
Coles replies to 60% of their tweets within 1 hour
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Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Qantas Airways 162,466 3.8% 104 55 1,817 6 5:34:29
Virgin Australia 118,085 3.0 % 102 49 2,184 23 00:34:50
Jetstar Airways 62,460 3.7 % 96 8 456 5 7:02:48
Cathay Pacific AU
3,989 2.5 % 148 6 14 - 9:05:07
Comparing Top Aviation Brands
February 2014
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Virgin Australia- #WinRichardsPoints Richard Branson, the founder of the Virgin Group, was giving away over one million frequent flyer
points. Entrants had to use the hashtag #WinRichardsPoints and tweet out what they would do with one million frequent flyer miles.
#WinRichardsPoints was the most used hashtag by the brand and its followers.
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Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Telstra 56,511 1.3 % 89 78 5,202 39 0:36:24
Optus 33,876 3.9 % 166 81 3,830 7 3:19:05
Vodafone AU
29,024 1.1 % 81 35 130 3 1:11:32
Comparing Top Telecom Brands
February 2014
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Telstra – #pickuptweet In February, Telstra ran a campaign centered around Valentine’s day. Entrants could win a mystery
prize if they tweet out a pick up line using the hashtag #pickuptweet
#pickuptweet was the most used hashtag by the brand and its followers in January.
Telstra has a higher mention/follower ratio than the
sector average
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SO
ANALYSIS OF
BRANDS ON YOUTUBE
Views, Shares, Uploads, Top Video, etc...
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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
February 2014
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SO
A Closer Look At Selected Top
Brands
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Jeep Australia channel
Mark Visser - The Gear You Need
Jeep Australia’s video featuring Mark Visser was the most watched on its channel with more
than 415,000 views.
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Playstation Australia
Outlast Launch Trailer
Playstation Australia’s video was viewed more than 19,297 times becoming the most
viewed video on its channel in February.
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Westpac Sydney
How to Own Your Home Sooner - Westpac Tips
Westpac Sydney’s video was viewed more than 180,00 times becoming the most viewed
video on its channel in February.
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