Whether it’s a Virgin 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.

1. TOP AUSTRALIAN BRANDS
ON SOCIAL MEDIA
APRIL 2014

2. 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

3. 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.

4. 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.

6. 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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7. 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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8. Understanding
Selected
Top Brands

9. 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.

10. 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
1
2
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.

12. 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.

13. 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.

14. SO
Understanding
Selected
Top Brands

15. 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.

16. 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

18. 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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19. 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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20. SO
Understanding
Selected
Top Brands

21. 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.

22. 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

24. 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

25. 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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26. SO
Understanding
Selected
Top Brands

27. 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.

28. 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.

30. 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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31. 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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32. SO
Understanding
Selected
Top Brands

33. 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.

34. 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.

36. 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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37. All data for the time period: April 1st – 30th, 2014

38. All data for the time period: April 1st – 30th, 2014
Understanding
Selected
Top Brands

39. 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.

40. 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).

42. 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

43. 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.

44. 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 ScoreAudience Reception Rate

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