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The Top Australian brands are weighed and measured for their social media performance to find out which ones are doing the best job of growing and engaging their online communities.
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analyzed by
Top Australian Brands on Social Media – September 2013
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.
SO
ANALYSIS OF
BRANDS ON FACEBOOK
Fans, Conversations, Engagement, Campaigns, etc...
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
September 2013
A closer look into these
sectors & brands
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
Virgin Australia 294,193 7.8 % 5.7 % 66 91 412 53.6 %
Qantas 416,794 1.4 % 1.3 % 13 35 424 56.8 %
Air Asia Australia 127,449 0.83 % 0.68 % 10 45 104 71.2 %
FlyScoot Australia 62,221 3.6 % 3.3 % 24 25 17 23.5 %
Malaysia Airlines (Australia)
21,913 4.8 % 1.8 % 14 39 - -
September 2013
Virgin Australia – Film Festival
Virgin Australia invited AFL clubs to create a short film based on the theme ‘Extra
Mile’. The Film Festival related posts were the most engaging type of content for
Virgin Australia in September with an average engagement score of 281, while the
overall average engagement was just 91.
Comparing Top Restaurant & Café Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
KFC Australia 729,440 1.5 % 3.3 % 45 78 353 58.4 %
The Coffee Club (Australia)
15,578 37.1 % 11.2 % 34 194 60 75 %
McDonald’s Australia
771,908 3.7 % 3.2 % 32 59 499 20 %
Starbucks Australia 57,587 2.1 % 5.6 % 10 177 30 50 %
Boost Juice 223,404 2.4 % 1.3 % 65 15 70 50 %
September 2013
Coffee Club Australia – Ricky Martin Concert
Coffee Club focussed its content strategy on the upcoming Ricky
Martin Concert by posting about contests and games with the
Ricky Martin theme. As a result, Coffee Club had the highest
average engagement score of 194, while the sector average
was just 55.
Coffee Club also grew its fan base
by 37% during the same period,
which is an astounding 46 times
the sector average.
Comparing Top Insurance Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Just Car 108,418 2.9 % 1.7 % 80 9 33 18.2 %
NRMA Motoring & Services
64,480 2.8 % 4.5 % 84 37 65 92.3 %
AAMI 102,328 1.4 % 0.94 % 9 70 125 81.6 %
Swann Insurance 2,522 271 % 40.2 % 22 373 7 57.1 %
Insure My Ride 17,930 6.3 % 2 % 103 3 35 54.3 %
September 2013
Swann Insurance – Australian MotoGP
Swann Insurance seemed to know how to
engage with its fan base and posted more
around Australian MotoGP and its star
riders. The brand attained an average
engagement score of 373 which is 8 times
the sector average of 46.
ANALYSIS OF
BRANDS ON TWITTER
Followers, Customer Service Metrics, Campaigns, etc...
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
September 2013
A closer look into these
sectors & brands
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
Mazda Australia 6,793 3.7 % 37 413 46 64 4:35:54
Kia Australia 8,666 0.57 % 79 49 91 43 8:18:47
Holden 11,632 4.3 % 574 15 18 25 7:28:16
BMW Australia
4,848 3.6 % 169 62 8 25 9:09:22
Renault Australia 1,016 9.6 % 721 27 23 61 3:05:03
Comparing Top Automotive Brands
September 2013
Renault Australia – New Clio
Renault Australia promoted the launch
of the its new Clio model extensively on
Twitter.
#SeriouslyStylish & #newclio were
most tweeted hashtags by both brand
and its followers.
#SeriouslyStylish was the most engaging
hashtag in September with an engagement
score of 377 and the overall Twitter
engagement score for the brand was a
whopping 721 during the same time period.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
The Good Guys AU 4,155 99.3 % 660 156 472 9 0:44:38
Coles Supermarkets
12,880 23.8 % 533 51 236 7 4:54:51
David Jones 15,944 5 % 37 203 3 92 4:14:25
Harris Scarfe
658 22.3 % 117 40 4 30 6:42:33
Country Road 8,843 2.7 % 164 22 78 14 13:53:57
Comparing Top Retail Chain Brands
September 2013
The Good Guys - #TheGoodGuysFTW
The Good Guys used the hashtag #TheGoodGuysFTW extensively to
promote competitions & giveaways in September in an
effort to engage with its followers.
The overall engagement score was 660, while the sector average was
a mere 32.
The Good Guys also grew its follower base at the rate of 99.3% in
September which is more than 22 times the sector average of 4.4%
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
Average Response Time
Proactive Tweets
Replies Retweets
CommBank 25,042 3.2 % 60 143 428 23 4:03:23
NAB 19,539 2.7 % 168 56 477 1 10:03:24
NetBank 17,247 2.2 % 20 21 84 7 4:45:00
Westpac Bank
17,339 2.3 % 175 51 239 12 12:08:43
Bankwest 4,985 3 % 50 71 99 - 14:00:16
Comparing Top Banking and Finance Brands
September 2013
NAB – Footify FM
NAB brought together 20 commentators to call the AFL Grand Final in 10 different languages on the
Footify FM. #Footify was the most engaging hashtag with an engagement score of 208. Followers tweeted the hashtag 187 times.
The overall engagement score was 168, while the
sector average was just 50.
SO
ANALYSIS OF
BRANDS ON YOUTUBE
Views, Shares, Uploads, Top Video, etc...
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
September 2013
SO
A closer Look at Selected Top
Brands
KFC Australia
New Zinger Pie
KFC Australia’s New Zinger pie video was the most viewed video on its channel with
more than 5,000 views. The video gained more than 2,700 views
between 9th and 10th September.
Myer Australia
One Direction Our Moment TVC - Behind the Scenes
Myer Australia’s behind the scenes of the One Direction Our Moment TVC garnered more than 8,400 views and was most viewed video on its channel
in September.
Target Australia
Gok – Spring Kids Launch
Target Australia’s Spring Kids Launch video which was released on
September 26th garnered more than 60,000 views in just 4 days.
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