Australian Shakedown of Top Brands on Social Media in May 2014

TOP AUSTRALIAN BRANDS
ON SOCIAL MEDIA
MAY 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 German car companies looking to catch up to Holden and
investing in growth or Commonwealth Bank looking to be the authoritative
opinion on budget related matters, social media has many facets and there is a
wide range of options to leverage different platforms for different 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 May. Look out for June’s
report in early July.

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.

Brand Fans % Increase in Fans Engagement Score
Audi Australia 140,411 3.20 723
Mercedes-Benz Australia 233,763 6.30 617
BMW Australia 170,737 1.40 628
Holden 433,483 0.76 299
Ford Australia 11,376 3.60 449
Comparing the Top Automotive Brands
Holden might be leading the way when it comes to community size, but it’s the
German car makers that are lighting the road with their content engaging fans the
best.
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: May 1st – 31st 2014

Uncovering the best of the Automotive sector
Among all Automotive pages
from Australia, Polestar was
engaging best with its fans.
Among all Automotive pages
from Australia, Ferrari talked
the most about themselves.
With a growth rate of 7.9%,
Lamborghini (Australia) enjoyed
the highest fan growth rate among
the top 15 Automotive brands
Pirelli grew its fan-base faster
than all other Automotive
pages from Australia.
Among the top 15 brands, on an
average, 23% of content posted
by admins was “brand related”.
1,128 new posts were written
across the top 15 ‘brand walls’.
That’s an average of 2.4posts
per day - per wall!
To discover more insights like these, send us an email and
we’ll get you started on a free trial of Unmetric.

Brand Fans % Increase in Fans Engagement Score
Showpo 382,770 3.56 654
Coles 760,814 7.17 271
Kmart Australia 247,436 10.76 611
Woolworths 643,965 1.92 300
Mimco 296,049 6.76 232
Comparing the Top Retail Chain Brands
One of the most successful sectors on social media in Australia, retail chain brands
have built legions of fans on Facebook with no sign of slowing down. Indeed, Kmart
Australia is serious about playing catchup – growing at over 10% in May and was the
second most engaging brand in the sector after Showpo.

Uncovering the best of the Retail Chain sector
Among all Retail Chains pages
from Australia, Vanity Fair
Lingerie was engaging best with
its fans.
Among all Retail Chains pages
from Australia, David
Jones talked the most about
themselves.
With a growth rate of 11%, Kmart
Australia enjoyed the highest fan
growth rate among the top 15
Retail Chain brands.
Vanity Fair Lingerie grew its fan-
base faster than all other Retail
Chains pages from Australia.
5,503 new posts were written across
the top 15 ‘brand walls’. That’s an
average of 11.8posts per day - per
wall!
Among the top 15 Retail Chain
brands, on an average, 13% of
content posted by admins was
“brand related”.

Understanding
Selected
Top Brands

Audi had an engagement score of 723, while the average Australian brand from the
Automotive sector had an engagement score of 439. Audi’s 62 posts were collectively
liked 58,000 times and shared over 2,300 times. This was the highest when
compared to all other Automotive brands from Australia.
Audi leads on Fan Engagement
See appendix on how engagement scores are calculated.

Showpo’s content strategy was image centric. 98% of Showpo’s 590 posts carried
images in May. Showpo also had the highest engagement score of 654, while
the average Australian brand from the Retail Chain sector only had an engagement
score of 205.
Showpo knows the way to a shopper’s heart
1
2
1
2

Brand Number of Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply Time
(hh:mm)
@CommBank 36,557 4.63 181 2,390 07:22
@ANZ_AU 28,852 9.06 155 173 11:24
@NAB 25,684 4.54 136 N/A 06:47
@Westpac 23,447 4.07 114 N/A 03:23
@NetBank 20,393 1.88 27 N/A 01:47
Comparing the Top Banking Brands
CommBank is the sector leader on Twitter, with a higher follower count and
engagement score than other banks. NetBank has the quickest reply time but it only
replied to 100 tweets in May while NAB replied to over 500 tweets in an average of
just less than 7 hours per tweet.
To see more comparative data on these banks, send us an

Uncovering the best of the Banking Sector
Of all the tweets by banking
brands in Australia, 70% were
replies.
Banks in Australia take an
average of 7 hours to reply to a
tweet.
The banking sector in Australia
grew by 3.4% on Twitter.
BankWest is also one of the
fastest growing banks on
Twitter growing at 24%.
NAB is prolific with its tweets,
tweeting over 650 times while
the average bank tweeted just
300 times.
Most banks follow back 23% of
their followers but BankWest
follows back over 72%.

Brand Number of Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply Time
(hh:mm)
@QantasAirways 183,556 3.74 89 7,220 05:39
@VirginAustralia 132,716 3.61 100 7,157 00:56
@JetstarAirways 70,140 3.54 126 N/A 04:42
@CathayPacificAU 4,284 2.83 130 N/A 16:02
Comparing the Top Aviation Brands
Despite Qantas being the clear market leader in Australia, Virgin Australia is taking
its customer support seriously by replying to far more tweets in a fraction of the
time that Qantas does. Additionally, Virgin Australia is beating Qantas when it comes
to engagement although Cathay Pacific is also doing a great job of engaging its
followers.
To see more comparative data on these airlines, send us an

Uncovering the best of the Aviation sector
97% of tweets from airlines in
Australia are replies, 2.95% are
proactive tweets.
Airlines in Australia took an
average of 3 hours to respond
to a tweet.
The average airline from Australia
follows just 9.5% of its followers
back.
Qantas is the dominant leader
in terms of followers and is still
the fastest growing airline.
The top 4 airlines in Australia
sent over 4,700 tweets, 50% of
them came from Virgin Australia.
Cathay Pacific AU had a higher
engagement score (130) than
the average airline in Australia.

SO
Understanding
Selected
Top Brands

CommBank tends to see good follower growth when it uses hashtags. In May, there
was a 0.72 correlation between the number of times a hashtag was used and the
number of new followers. This resulted in a higher follower growth than the sector –
remarkable considering CommBank is already the most followed Australian bank.
CommBank Leverages The Budget For Growth
0
50
100
150
200
250
HashtagUsage&NewFollowers
Hashtag Usage by CBA versus New Followers
New Followers #budget2014* #cbablog* #business*

Virgin Australia knows its customers need help around the clock and it provides 24/7
customer support on Twitter. Its staff have lightning fast fingers too, with 70% of its
2,300 replies coming within 15 minutes of the person asking the question.
Virgin Australia – A Customer Service Leader
The spike in mentions
was caused by a
#tweet4seats contest by
@StaTravelUS where
people in the US could
win a trip to Australia.
Virgin Australia was not
involved in the tweeting
but still benefited from
over 1,400 mentions.
This huge spike in Average Reply Time (ART) was due to Virgin Australia
responding to a tweet from March.

Brand Number of Subscribers Total Views %Increase in Views New Videos Uploaded
IKEA Australia 922 1,577,940 4.9 0
Lorna Jane 4,364 739,365 2.7 2
JB HI-FI 897 608,674 7.7 17
Cotton On 754 214,756 2.1 1
SurfStitch.com 228 286,635 2.2 0
Comparing the Top Retail Brands
JB Hi-FI uploaded the highest number of videos in May, and also had the highest rate
of view growth, while IKEA Australia uploaded no new videos but had the highest
number of new views.

Uncovering the best of the Mobile sector
Nokia Australia added the
highest number of subscribers
on YouTube in May.
The average length of a video
among the Top Mobile brands
in Australia is 1min, 32secs.
With a growth rate of 4.1%, Nokia
Australia enjoyed the highest
growth rate in total video views
among the Top Mobile brands in
Australia.
Nokia Australia uploaded 8
videos, the most in the Mobile
sector in May.
Nokia Australia had the highest
subscriber growth rate for
Mobiles in Australia.

Brand Number of Subscribers Total Views %Increase in Views New Videos Uploaded
Nokia Australia 1,382 2,056,048 4.1 8
Nokia New Zealand 101 326,611 0.08 0
Huawei Mobile AU 99 123,173 0.20 0
Comparing the Top Mobile Brands
Nike Australia uploaded the most videos in May, and also had the highest increase in
views and subscribers.
To see more comparative data on these airlines, send us an

Uncovering the best of the Retail sector
The Top 5 Retail YouTube
Channels from Australia
cumulatively added 396 new
subscribers in May.
With a growth rate of 14%, JB
Hi-Fi Official saw the highest
growth rate in subscribers
among Top 5 Retail brands.
SurfStitch.com enjoyed the highest
growth rate in total video views
among the Top 5 Retail brands.
IKEA AUSTRALIA had the most
average views per video in May.
The average length of a video
of the Top 5 Retail brands in
May. is 1min, 57secs.

The JB HI-FI YouTube channel uploaded 17 new videos in May, more than 8 times the
average number of videos uploaded by the Retail sector in Australia.
JB HI-FI
With 43,564 views
gained, the brand had a
higher growth rate
(7.7%) than the average
Retail YouTube channel
from Australia.

The brand’s ‘Big and Beautiful’ ad for the Nokia Lumia 1320 received more than
36,500 views in May.
Nokia Australia
The video, uploaded in
February 2014, has now
been viewed more than
87,000 times.

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
____________________________________________________________
LinkedIn Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
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 ScoreAudience Reception Rate

Click here if you’d like to use Unmetric to better understand
what your competitors are doing, uncover compelling insights
and unlock new strategies for success by claiming a free 6 day
trial.

Australian Shakedown of Top Brands on Social Media in May 2014

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Unmetric

Mais de Unmetric (20)

Último

Último (15)

Australian Shakedown of Top Brands on Social Media in May 2014