Two months in to the New Year and brands are on the look out for interesting ways to engage with their followers. February being the month of love, the campaign script has already been written for most brands, all that changed was the execution as brands came up with innovative ways to make followers fall in love with them. Check out the whole story here: http://bit.ly/1hSl3gB

1. Top Australian Brands on Social Media – February 2014
analyzed by

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

4. Sector Leaders in Australia
(Based on the Unmetric Score for Facebook)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer Electronics
Restaurant
Mobiles & Handhelds
Telecom
February 2014
Brand

5. A Closer Look
Into These
Sectors & Brands

6. Comparing Top Automotive Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
5.4 %
31
744
41
17.1%
2.2 %
6.6 %
81
556
72
22.2 %
159,250
0.51 %
4.0 %
39
785
69
34.8 %
171,140
2.0 %
1.8 %
7
990
0
-
Total Fans
Fan Growth
Mercedes-Benz
Australia
189,121
6.5 %
Audi Australia
123,265
BMW Australia
Toyota Australia
February 2014
Community

7. 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.

8. Comparing Top Retail Chain Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
2.1 %
49
489
1,195
88.8 %
2.3 %
1.4 %
56
332
1,099
85.9 %
247,897
5.7 %
3.2 %
31
332
41
61.4 %
194,117
3.4 %
3.0 %
49
267
138
81.2 %
Total Fans
Fan Growth
Woolworths
Australia
602,457
1.1 %
Coles
672,913
Mimco
Country Road
February 2014
Community

9. 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.

10. Comparing Top Banking & Finance Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
5.7 %
12
937
22
36.4 %
.46 %
.38%
21
162
449
74.6 %
122,739
.44 %
.51 %
25
118
185
76.9 %
113,256
.33%
.90 %
35
119
204
91.7 %
Total Fans
Fan Growth
Visa (Australia)
140,130
1.8%
Commonwealth
Bank
533,428
NAB
Westpac
February 2014
Community

11. 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.

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

13. Sector Leaders in Australia
(Based on the Unmetric Score for Twitter)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer Electronics
Restaurant & Café
Mobiles & Handhelds
Telecom
February 2014
Brand

14. A Closer Look
Into These
Sectors & Brands

15. Comparing Top Retail Chain Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
February 2014

16. Coles – Customer Service
Coles replies to 60% of their tweets within 1 hour
Coles replies the most amongst the
brands in the Retail Chains sector.
Close to 12% of replies are in the form of
brand apologies.

17. Comparing Top Aviation Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
February 2014

18. 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.

19. Comparing Top Telecom Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
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
February 2014

20. 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

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

22. Sector Leaders in Australia
(Based on the Unmetric Score for YouTube)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer
Electronics
Restaurant & Café
Mobiles & Handhelds
Telecom
February 2014
Brand

23. A Closer Look At
Selected Top
Brands
SO

24. 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.

25. 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.

26. 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.

27. THANK YOU
Please contact us at
info@unmetric.com
for more information
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