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NetBase Brand Passion Report 2016: Top 50 Brand Love List—Australia
2 NetBase Brand Passion Report 2016: Australia
Looking for [Brand] LoveSpoiler alert: Love is a global phenomenon. And Australian love on social is bigger than just koalas, Crocodile Dundee, Vegemite, and Olivia Newton John! (Spoiler alert: actually, Vegemite is kind of a big deal!)
The NetBase Top 50 Brand Love List—Australia is a close look at the brands consumers express the most love for in social media down under. Using patented technology, we surfaced the strongest, most positive consumer emotions towards brands, then identified which 50 brands get the most love.
Understanding consumer preference is one-part art, and one-part science. It’s about more than measuring the volume of social content or sentiment. It’s also about the intensity of passion and feeling. And that’s information that can drive intelligent brand decision-making.
Now, social passion offers new insights into brand health, allows measurement of campaigns against lasting emotional assets, and informs geographical action—such as where a love potion may be in order before getting to business as usual. And return on investments has been tied to return on love.
In this report, we look at the overall top 50 most loved brands globally as discussed on social media channels (English-language posts with an Australia geographic overlay) from September 9, 2015 through September 8, 2016.
05
Australia Love List All-Stars
Meet the Authors
What’s Inside:
Kelsee WilsonSocial Analyst
Sean ChauhanContent Marketer
Emma Rae RitterSocial Analyst
Top 50 Global Brands in Australia ..........3
Industry Distribution of Top 50 Global Brands in Australia .......................4
Volume-of-Mention Distribution of Top 50 Global Brands in Australia .................4
Top 20 Brands Originating in Australia..5
Measuring [brand] love: The art and science....................................6
Methodology................................................7
Executive Summary....................................8
Insights
Tech..................................................9Social Media + SMS......................10Food + Beverage...........................12Retail + Consumer Goods............13Entertainment................................14
3NetBase Brand Passion Report 2016: Australia
Instagram 1830 Social Media & SMS 1 United States
Facebook 1310 Social Media & SMS 2 United States
Amazon 310 eCommerce 3 United States
Twitter 212 Social Media & SMS 4 United States
Apple 210 Technology 5 United States
Snapchat 91 Social Media & SMS 6 United States
Pokémon 69 Entertainment 7 Japan
Pinterest 56 Social Media & SMS 8 United States
Etsy 55 eCommerce 9 United States
PlayStation/Sony 51 Entertainment 10 Japan
Telstra 51 Telecommunications 11 Australia
Netflix 51 Entertainment 12 United States
Disney 50 Entertainment 13 United States
eBay 41 eCommerce 14 United States
Qantas 39 Airline 15 Australia
Microsoft 33 Technology 16 United States
McDonald’s 29 Food & Beverage 17 United States
Ford 28 Automotive 18 United States
Optus 26 Telecommunications 19 Australia
Nintendo 26 Entertainment 20 Japan
Target 24 Retail 21 United States
Samsung 23 Technology 22 South Korea
Lego 21 Retail 23 Denmark
Woolworths 16 Retail 24 Australia
Nike 16 Retail 25 United States
Toyota 15 Automotive 26 Japan
Coke 15 Food & Beverage 27 United States
BMW 14 Automotive 28 Germany
Virgin Australia 14 Airline 29 Australia
HP 13 Technology 30 United States
Visa 12 Financial Services 31 United States
KFC 12 Food & Beverage 32 United States
Mercedes 11 Automotive 33 Germany
Macquarie 11 Financial Services 34 Australia
LG 11 Technology 35 South Korea
Westpac 10 Financial Services 36 Australia
ANZ 10 Financial Services 37 Australia
Canon 10 Technology 38 Japan
Ferrari 10 Automotive 39 Italy
Chanel 9 Retail 40 France
Porsche 9 Automotive 41 Germany
Intel 9 Technology 42 United States
Vegemite 9 Food & Beverage 43 Australia
Westfield 9 Retail 44 Australia
Honda 9 Automotive 45 Japan
Myer 9 Retail 46 Australia
Adidas 9 Retail 47 Germany
Delta 9 Airline 48 United States
Commonwealth Bank 8 Financial Services 49 Australia
Nissan 8 Automotive 50 Japan
Mentions (‘000s)Brand Category CountryRank
Rank: Top 50 Global Brands in Australia
Australia 12Denmark 1France 1
Germany 4Italy 1
Japan 7South Korea 2United States 22
Count of Country
Figure: Origin of Top 50 Global Brands in Australia
4 NetBase Brand Passion Report 2016: Australia
Retail [16%]
Airline [6%] eCommerce [6%]
Food & Beverage [8%]
Social Media & SMS [10%]
Financial Services [10%]
Automotive [16%]
Technology [14%]
Entertainment [10%]
Social Media & SMS [71%]
eCommerce [8%]
Technology [6%]
Entertainment [5%]
Airline [1%]Automotive [2%]
Retail [2%]Food & Beverage [2%]
Financial Services [1%]
Telecommunications [4%]Industry Distribution of Top 50 Global Brands in Australia
Telecommunications [2%]
Volume-of-Mention Distribution of Top 50 Global Brands in Australia
5NetBase Brand Passion Report 2016: Australia
The overall Australia Love List is dominated by international brands—not surprising in today’s global economy. However, we also wanted to shine a spotlight on brands originating in Australia. Here are some Australian brand specific findings:
Keeping in mind that these are the “most loved” brands, it might be surprising to learn that not one but two phone companies top the list. Fans were excited about Optus’ sports coverage, with some discussing how the brand would broadcast the world’s most popular football league in Australia.
Following in the theme of love where you don’t expect to find it, Australian airlines dominated the list! For an industry so fraught with negative customer commentary, it’s encouraging to see brand love so high.
For the love of money, Australians sure do like banks! ANZ got praise for partnering with sporting events on Twitter, as well as some customer affection for a good experience with the bank. Customer service is often a good way to encourage brand love on social, a way for often more traditional, conservative brands to make their social mark.
We’re sure you’re wondering why you don’t see some of your favorite spirits and beers on our Australian brand love list. Read on to the Executive Summary to learn why they didn’t make the cut.
Brands with international presence (and with a burgeoning Australian presence) need to consider disambiguation of their social presence, including Australian handles and hashtags. A focused handle and/or campaign might make an international company seem more focused on local concerns, which can convert a global product into a local hit!
Telstra 51 Telecommunications 1
Qantas 39 Airline 2
Optus 26 Telecommunications 3
Woolworths 16 Retail 4
Virgin Australia 14 Airline 5
Macquarie 11 Financial Services 6
Westpac 10 Financial Services 7
ANZ 10 Financial Services 8
Vegemite 9 Food & Beverage 9
Westfield* 9 Retail 10
Myer 9 Retail 11
Commonwealth Bank 8 Financial Services 12
National Australia Bank 8 Financial Services 13
JetStar 5 Airline 14
Bunnings 5 Retail 15
JB HI-FI 4 Retail 16
Coles 4 Retail 17
Burger King/Hungry Jacks** 3 Food & Beverage 18
Officeworks 2 Retail 19
Big W 2 Retail 20
Mentions (‘000s)Brand Category Rank
Rank: Top 20 Brands Originating in Australia
*Scentre Group Australia** Hungry Jack’s PTY—Wholly owned subsidiary of Competitive Foods Australia.
12345
6 NetBase Brand Passion Report 2016: Australia
Measuring [brand] love: The art and scienceWe can’t measure brand love by simply counting mentions or impressions, because as we all know, brands are talked about for a variety of emotional reasons. And not all of them are good.
There is a big difference between ‘like’ and ‘love’—not to mention sarcastic love or hate. And gentle mocking is nowhere near as alarming as contempt.
That’s why we put our advanced social technology to the test to measure the strongest emotions shared about brands. Love—and every single version of it.
How strongly do your customers really feel about your brand? Have you managed to create consumer passion your competitors envy? Have you cultivated strong customer relationships to set a foundation for future brand growth?
Most consumer purchases are won on emotion. The more passion for the brand, the less the consumer relies on price as the deciding factor.
We wanted consumers to lead us to the brands they love most. NetBase analyzed posts across the public social web, looking for brands most often associated with, but not limited to, the following expressions of love:
Social media is constantly buzzing with new terms for expressing love. As such, we’ve nearly doubled our “love” terms, including lots of regionally popular terms, and criteria by which social media users can profess their passion and gusto for their favorite products and brands. I think this list is pretty “on fleek,” but y’all can let us know if our terms fall anything short of 100!
We only included the mentions where love is an insight for the brand, not just a keyword. That means we know that ‘Man toyota trd trucks are beautiful’, shows love for Toyota, but ‘a beautiful bird just landed on my Toyota’—does not.
7NetBase Brand Passion Report 2016: Australia
MethodologyOur report looks at the top loved brands as determined by market research over the past year. Our overall Australian Love List analyzed English language posts, ranking the most loved brands in airline, automotive, eCommerce, entertainment, financial services, food & beverage, retail, social media & SMS, and technology companies, as discussed in Australia. Due to the sheer diversity of different industries and global mentions, the category of retail also includes consumer goods like Lego as well as luxury retail brands like Chanel. This allowed us to uncover and present industry-specific insights with greater granularity.
While the only metric analyzed for the ranking of the report is “love” mentions, the insights provided below provide a holistic lens as to what makes brands so successful on social. In some instances, brand names were unique and the conversation was focused on the brand. In other cases, brands required disambiguation to ensure that our analysis focused on the brand as a proper noun and nothing else. This required some cleaning and quick filtering to remove irrelevant conversation so that our insights could be focused on Australian brand performance. (Brand advice: if your name is common, consider a specific hashtag campaign to encourage and focus consumer conversation.)
We’ve built upon our previous Love Lists (Global, French, British, and European) and adapted our methodology to fit Australia. Because not every brand has an Australian equivalent handle (with many having multiple handles with inequivalent degrees of activity), conversation truly happens everywhere. As such, brand topics were defined by Australian specific primary terms as well as global handles. We then applied a geographic filter to isolate all conversation coming from Australia to get a true sense of what love on social looks like down under. By focusing on conversation solely based in Australia, we may be eliminating conversations initiated by Australians who choose not geo-locate. That’s O.K.—our objective is to offer a data driven perspective into who is loved based off of structured data.
This report includes:
■ Over 5 million posts of mentions■ 1 year of data (September 09 2015 to September 08, 2016)■ English language posts■ Sources include blogs, forums, microblogs, news, review sites, Twitter, and Tumblr, Facebook fan pages, Instagram, and YouTube.
8 NetBase Brand Passion Report 2016: Australia
Executive SummaryInternational brands dominate the Australian Love List, representing 76% of all brands and products in our analysis. Of those ten loved domestic brands, Telstra (11), Qantas (15), Optus (19), Woolworths (24), and Virgin Australia (29) were the top five.
Apple is the clear winner when it comes to love in tech, but a summary of the overall Australian tech conversation shows that Apple is a leading brand in overall mentions, too. Read later in the report more information about how Apple loyalty is spread on social and often convinces fans to switch to Apple.
Social Media & SMS was the clear winning category, with Instagram, Facebook, Twitter, Snapchat, and Pinterest ranking in the top ten brands. In total, these five brands accounted for 70% of all brand engagement with love. Instagram in particular gets 20 times the amount of love that Snapchat gets. With a high overall Net Sentiment and Passion Intensity score, it’s clear why Instagram is our #1.
While Food & Beverage is not a huge contributor to overall mentions of love in Australian social media (with only 1%), see which Australian favorite beat out US favorites like Doritos, Red Bull, and Burger King.
Entertainment brands were another much loved industry in Australia, with Japanese brands Pokémon and Sony in the top ten. As with Global Love List, Pokémon was an Australian favorite. And while Pokémon only represented 8% of the overall share of voice for Entertainment, when it came to Net Sentiment, Brand Passion, and overall mentions of Love, it became abundantly evident that Pokémon connects to consumers in a way that other brands do not.
One surprising discovery was the lack of alcoholic beverages as a favorite category. Brands like Fosters, Tooheys, Dan Murphy’s, and Carlton & United have an unappreciable presence on social, suggesting ample opportunity for social media campaigns. First steps would include identifying trending hashtags and typical conversations among consumers across social channels, including Facebook, Instagram, and Twitter. Second step is to pull on their love strings by leveraging their lingo in your content and engagements via social. Your fans are there—you just need to incentivize and encourage them to share what they love most.
9NetBase Brand Passion Report 2016: Australia
Apple is the clear winner when it comes to love in tech, but a summary of the overall Australian tech conversation shows that Apple is a leading brand in overall mentions, too.
INSIGHTS: TECH
Overall Tech metrics, love agnostic.
No need to keep guessing or rely solely on traditional methods to understand the motivations behind a neophyte Apple believer. The above verbatims suggest a number of concrete reasons why Apple is a leading brand, as understood by consumers: Apple Music and Apple Pay. Whether it’s a reboot of a popular product or a brand new feature, understanding consumer passion for Apple can help all tech brands, both big and small, grow their love on social and ideally, create a believer out of the non-partisan.
Apple top terms word cloud, love agnostic.
It doesn’t take a rocket scientist (nor a NetBase analyst!) to tell you that Apple conversation skews heavily towards their money maker, the iPhone. And considering that the final day of this analysis included the US iPhone 7 unveiling, it only makes sense that the world would be buzzing with much anticipation as to what new features would look like. The next step is to understand their behavior around the brand.
Apple Positive Sentiment Drivers
Clearly, aspiration and desires are high on the order, but how about some of those smaller terms like wear or switch? Understanding what makes one love you is one thing, but learning how to leverage consumers’ speech patterns to share the love to the non-believers is pivotal to growing business. Social listening is the no-brainer answer to understanding what converts a Samsung fan to an Apple aficionado (and vice-versa).
Apple “switch” Verbatims.
10 NetBase Brand Passion Report 2016: Australia
The clear industry leader in Australia is social media and SMS, pulling in over 70% of all mentions with love. A holistic look at our top five social media and SMS brands below shows that Instagram and Facebook are the most positively discussed platforms.
While Snapchat isn’t a form of social media per se, the way consumers engage with Snapchat and its features is akin to Instagram, which sets the stage for a fierce rivalry in brand love.
Snapchat and Instagram boast powerful photo manipulation features, with users documenting reality with a slew of filters. And while social media users are a fan of manipulating reality to share with the friends, family, and fans, many also prefer unadulterated images with the hashtag #NoFilter. Let’s see what love looks like with filters:
The above analysis tells an interesting story of how social media and SMS users perceive reality: Snapchat users apply filters with more positive language than Instagram users. On the other hand, Instagram users are big fans of taking pictures and posting them sans filter. Whether or not those pictures are actually “not filtered” is anyone’s guess!
Top hashtags (next page) also reveal how brand love can be tied to different aspects of life:
INSIGHTS: SOCIAL MEDIA + SMS
Overall Social Media and SMS metrics, love agnostic.
Snapchat and Instagram Filter mention volume
11NetBase Brand Passion Report 2016: Australia
Instagram hashtags skew more towards location and experience, with fans documenting cities and experiences. Snapchat hashtags are more event and popular culture centric, with users hashtaging their favorite celebrities in events like the iHeartRadio Music Awards.
Australian rock band Five Seconds of Summer’s singer Ashton Irwin is kind of a big deal on Snapchat, unless of course you’re paying attention to his dancing (or so say the kids on social media). Other celebrities (and potential influencers) such as Demi Lovato, Kim Kardashian, and Kylie Jenner all appear, which suggest quite a bit about the demographics of those interested in social media and what personas they choose to follow.
Note that the analysis on Snapchat and Instagram is based on sentiment expressed both by people using Instagram and Snapchat, as well as those speaking about the brands themselves.
INSIGHTS: SOCIAL MEDIA + SMS, CONT’D
Top Instagram hashtag word cloud.
Top people associated with Snapchat.
Top Snapchat Hashtag word cloud.
12 NetBase Brand Passion Report 2016: Australia
While food & beverage as a category is not immensely discussed with love in Australia, it is good to see that the top 4 brands are all relatively positively and passionately discussed. McDonalds is the clear winner, owning 50% of the overall conversation, followed by Coke and KFC. But, riddle me this: what conversation of Australian food and beverage companies would be complete without Vegemite?
Vegemite is incredibly popular in Australia. But perhaps of more interest is the brands that Vegemite social love outcompeted: Nutella, RedBull, Pepsi, Doritos, Subway, Hungry Jack (owned by Burger King), Budweiser, Gatorade, Cheetos, and Dominos—and in that order—did not find a spot in the top 50.
In this regard, Australia is no different than other countries. Bigger may translate to larger budget and prodigious spending in marketing campaigns, but that doesn’t necessarily translate to success amongst consumers. Something as quintessentially Australian like Vegemite—a product— is more loved than many international brands.
McDonald’s love driven engagement by timeUnsurprisingly, the afternoon hours show that lunchtime drives activity on social.
McDonalds emojis associated with love.If a picture is worth a thousand words, then we could pen a dissertation with all the lovey-dovey and hunger-related emojis that social media users share around their favorite food. As language on social increasingly moves to pictorial representations, ones that stretch acrosslanguage to bridge shared experiences, how might a brand leverage such an emoji to encourage more brand love (and more burger bites!) for your favorite brand?
INSIGHTS: FOOD + BEVERAGE
Overall Food & Beverage metrics, love agnostic.
Vegemite Emotion Sentiment Drivers (love agnostic).
Does time have an impact on brand love? How about hunger?
Say it in Pictures
13NetBase Brand Passion Report 2016: Australia
When examined from a share of voice perspective, retailers Woolworths and Target are clear winners of social mentions.
Overall, retail love in Australia is quite the international mix: top brands such as Woolworths, Westfield (Scentre Group), and Myer represent Australian domestic brands in the top 50.
INSIGHTS: RETAIL AND CONSUMER GOODS
Overall retail metrics in Australia (love agnostic).
14 NetBase Brand Passion Report 2016: Australia
So, what else drives brand love? What converts aspiration into a sale? Is it a competitive price? Was it seasonal fashion? Or was it a Pokestop, conveniently located near your store, which drove an unsuspecting customer to the cash register? A look at the entertainment industry might provide some more clues to success:
The real star of our entertainment analysis (and perhaps overall report) is Niantic’s Pokémon. As seen in the above topic comparison chart, Pokémon mentions, which also performed well in NetBase’s Global Love List, similarly performed well in our Australia Love List.
Understanding posting times and behaviors is key to knowing what makes a brand like Pokémon so successful. Local business partnerships with Pokémon (vis-à-vis a Pokestop, forexample), are a potential incentive to drive consumer traffic. Knowing when your fans are most active on social and correlating that data to your brand’s online traffic can translate to more targeted marketing campaigns. What social media campaigns would you execute if you knew a Pokémon fan was looking for rare Pokémon at lunch time?
Note: Sony and PlayStation are represented as one brand in our overall list but are separated for our analysis to provide more granularity
INSIGHTS: ENTERTAINMENT
Entertainment overall metrics, love agnostic.
When are Australians talking the most about Pokémon?
Pokémon is On!
15NetBase Brand Passion Report 2016: Australia
Netflix was another crowd favorite in Australia. And while it’s clear that Australia mimics the global tendency to “Netflix and chill,” it’s also interesting to see which shows continue to drive brand love. In Australia, #Netflixandchill is not nearly as important as the brand love around the CMT show, Nashville.
INSIGHTS: ENTERTAINMENT, CONT’D
Top: Volume of conversation on Pokestops and Rare Pokémon in Australia
Bottom: Net Sentiment on Pokestops and Rare Pokémon in Australia
Top Pokémon Domains (Globally—love agnostic)
Netflix and Chill Down Under
Top Netflix global hashtags. Top Netflix Australia hashtags.
16 NetBase Brand Passion Report 2016: Australia
NetBase is the social analytics platform that global companies use to run brands, build businesses, and connect with consumers every second. Its platform processes millions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation.
NetBase is recognized by analysts and customers as the leader in Social Analytics. NetBase was rated a category leader by Forrester in the “Forrester Wave: Enterprise Social Listening Platforms, Q1 2016” report. NetBase was also named a top rated social media management platform by software users on TrustRadius and a market leader by G2 Crowd.
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