Unmetric takes a look at the top brands in Australia and their creative social media campaigns in May 2013. With analysis of Audi Australia, Qantas, Bankwest, Lifebroker and one very famous entrepreneur dressed up in drag serving tea and biscuits to shocked air travellers, this is one report every social media manager needs to read.

1. analyzed by
Top Australian Brands on Social Media

2. The Platform
Unmetric monitors over 10,000 brands
across 30 sectors and all major countries.
We analyze data from:
Is Your Brand Social Enough?
Not-so-obvious Competitive Intelligence on
over 10,000 brands across 30 sectors...
so you know who is outsocializing who. And
how.

3. SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Fans, Conversations, Engagement,
Campaigns, etc...

4. 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
May 2013

5. A closer look
into these
sectors & brands

6. 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
Audi Australia 64,170 6.03 % 10.8 % 88 138 38 26.32 %
BMW Australia 94,519 1.27 % 7.68 % 41 183 50 54 %
Ford Australia 73,637 11.29 % 5.84 % 28 57 313 16.81 %
Hyundai
Australia
153,861 10.03 % 3.09 % 32 39 133 32.31 %
Mercedes-Benz
Australia
74,790 14.88 % 10.01 % 31 183 26 50 %
May 2013

7. Audi Australia – Audience Growth
Audi Australia saw a huge spurt in fan growth
after several highly engaging posts
Audi Australia had a growth rate of 6.03%
far higher than the 2.5% sector average

8. Audi Australia – Shared Stunning Photos
Audi Australia’s engagement strategy revolved around
Posting plenty of photos by their fans and famous artists.
Black seems to be the colour of choice for many fans.

9. Comparing Top Aviation Brands
Brand Name
Audience
Conversation
(as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts
% of Fan
Posts Admin
Responded
Total Fans Fan Growth
AirAsia Australia 120,078 0.61 1.15 8 83 97 64.52
Cathay Pacific
Airways
(Australia)
16,743 -0.75 0.79 10 30 21 85.71
FlyScoot Australia 48,509 0.7 0.46 16 15 15 -
Qantas 365,675 2.06 1.78 10 55 527 72.35
Virgin Australia 251,184 1.62 1.59 31 33 494 84.25
May 2013

10. AirAsia Australia & Sir Richard Branson
Sir Richard Branson was fulfilling a bet he lost to AirAsia CEO, Tony Fernandes,
by dressing and serving as a flight attendant.
We have to be honest, big respect for doing it,
but seeing Richard walking with a trolley
would be enough to make anyone air sick!

11. Comparing Top Banks
Brand Name
Audience
Conversation
(as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts
% of Fan
Posts
Admin
Responded
Total Fans Fan Growth
Commonwealth
Bank
434,351 3.35 % 2.91 % 26 56 398 83.33 %
NAB 96,150 0.62 % 2.26 % 15 8 141 85.82 %
Westpac 55,509 2.71 % 3.54 % 48 37 178 93.57 %
Bankwest 21,130 17.53 % 16.07 % 19 190 97 72.84 %
BNZ 13,501 3.81 % 4.08 % 22 67 53 71.7 %
May 2013

12. Bankwest – Are You Fan Enough?
Bankwest’s “Are You Fan Enough?” contest involved a well received Facebook App and plenty of
highly engaging posts – fans wanted an appearance from JK!

13. Comparing Top Retail Chains
May 2013
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
496,368 0.64 % 2.99 % 80 39 655 77.38 %
Coles 411,420 6.12 % 5.08 % 100 53 331 85.2 %
Target Australia 342,111 4.15 % 3.1 % 25 59 437 96.1 %
BIG W 220,776 2.34 % 7.39 % 63 81 455 92.47 %
Bing Lee - I Like
Bing Lee!
57,608 10.02 % 3.05 % 149 19 52 60 %

14. Target Australia – Customer Service
Responded to a staggering 96% of Fan Posts
Average reply time: 5hrs, 23mins, 55secs
Fans initiated 436 conversations on the
Target Australia wall. The brand
participated in 96.1% of these
conversations

15. ANALYSIS OF
BRANDS ON
TWITTER
Followers, Customer Service Metrics,
Campaigns, etc...

16. Sector Leaders in Australia
(Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Consumer Electronics
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
May 2013

17. A closer look
into these
sectors & brands

18. Brand Name Total Followers
Followers
Growth
Number of Tweets
Average
Response TimeProactive
Tweets
Replies Retweets
David Jones 12,778 5.90% 297 18 98 8:57:28
Country Road 7,845 3.70% 11 23 17 8:29:03
Coles 7,715 5.70% 43 127 9 2:12:58
Peter Kensington 1,710 1.80% 77 34 3 4:55:52
Target Australia 1,034 9.20% 0 2 0 7:00:44
Comparing Top Retail Brands
May 2013

19. David Jones Store – #djs175
David Jones Store celebrated its 175th anniversary and it became a focus for most
of its tweets. The hashtag #djs175 was its most popular hashtag of the month.

20. Comparing Top Automotive Brands
Brand Name Total Followers
Followers
Growth
Number of Tweets
Average
Response TimeProactive
Tweets
Replies Retweets
Holden 9,585 3.70% 29 60 33 3:58:27
Kia Australia 6,163 12.10% 54 123 22 25:26:21
Mazda Australia 5,491 1.50% 401 20 32 4:20:47
BMW Australia 4,013 4.80% 47 12 17 8:19:32
Hyundai Australia 2,971 3.30% 12 7 12 5:06:55
May 2013

21. Mazda Australia – #mx5
89% of Mazda Australia’s tweets were proactive tweets and hashtag #mx5
was used around 41 times

22. Comparing Top Aviation Brands
Brand Name Total Followers
Followers
Growth
Number of Tweets
Average
Response TimeProactive
Tweets
Replies Retweets
Qantas Airways 120,546 3.30% 21 395 3 4:35:19
Virgin Australia 90,383 3.40% 28 1,011 0 0:39:47
Jetstar Airways 44,990 3.60% 14 628 10 7:47:27
Cathay Pacific
Australia
2,181 3.20% 11 32 1 14:54:10
May 2013

23. Virgin Australia – Customer Service
Virgin Australia has the fastest
Average Response Time of 38 minutes.
03:13:00
14:54:10
07:47:27
04:35:19
0:38:00
Australian Aviation Sector
Cathay Pacific Australia
Jetstar Airways
Qantas Airways
Virgin Australia
Apart from plain text, ‘Request to view
a link’ was the most common type of
reply by Virgin Australia. The airline
was also quick to offer an apology to
inconvenienced travellers

24. Comparing Top Insurance Brands
Brand Name Total Followers
Followers
Growth
Number of Tweets
Average
Response TimeProactive
Tweets
Replies Retweets
Bupa Australia 3,312 4.60% 150 113 2 434:40:47
AMP 1,372 5.90% 32 2 2 1:43:54
Nib Health Funds 955 3.30% 6 15 9 16:46:58
AAMI Insurance 697 3.80% 9 63 1 1:11:08
Lifebroker
Australia
422 1.20% 80 5 26 0:27:01
May 2013

25. Lifebroker – #mfaaconvention2013
#mfaaconvention2013 was the most used hashtag by Lifebroker

26. SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Views, Shares, Uploads, Top Video, etc...

27. Sector Leaders in Australia
(Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Consumer
Electronics
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
May 2013

28. SO
A closer Look at
Selected Top
Brands

29. Kia Motors – Pick of the Day
Video Views Growth
Extended the “Never An Unforgettable Moment”
campaign to the Football stadium with hilarious results!
Close to 2 Million Views in 7 Days!

30. Qantas – New Uniform
Video Views GrowthNew Qantas Uniform: Behind the Scenes
with Miranda Kerr

31. Coles – New Uploads
Coles uploaded 5 New Videos to
their YouTube channel

32. About Unmetric :
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