social media shakedown of top australian brands - march 2014
DESCRIPTION
Australian brands are aware of the simple truth that contests and sweepstakes invariably promote engagement. Platform isn’t a restraint either, as brands took to Facebook, Twitter and YouTube to announce their offers. The Australian no-nonsense attitude comes across as brands get straight to the point, and this obviously resonates with their fans.TRANSCRIPT
TOP AUSTRALIAN BRANDSON SOCIAL MEDIAAPRIL 2014
Australian brands are aware of the simple truth that contests and sweepstakes
invariably promote engagement. Platform isn’t a restraint either, as brands took to
Facebook, Twitter and YouTube to announce their offers. The Australian no-
nonsense attitude comes across as brands get straight to the point, and this
obviously resonates with their fans.
This report is a compilation of successful and engaging campaigns that brands have
run on social media in Australia last month.
All images in this report are hyperlinked to their original post but if you want to find
out in detail what brands did to capture the attention of their audience, grab your
free trial here.
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.
Unmetric works with leading brands and agencies to help them
establish benchmarks for their social media activities. The Unmetric
SaaS platform creates more efficient social media teams and drives
down costs by providing deep qualitative and quantitative data in an
intuitive, easy-to-use online platform.
Some of our clients
Analysis of Brands on
Sector Leaders in Australia – March 2014
(Based on the Unmetric Score* for Facebook)
Sector Brand
Automotive
Aviation
Banking
Consumer Electronics
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
Telecom
A Closer Look Into These
Sectors & Brands
BRAND FANSINCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)ENGAGEMENT*
Showpo 354,617 -0.07 26.82 587
Coles 692,847 3.15 1.53 353
Woolworths 613,780 1.94 2.02 329
Big W 325,567 11.85 0.27 129
Target Australia 423,809 1.72 1.06 112
Comparing Top Retail Chain Brands
March 01st – 31st, 2014
*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.
Woolworths – Win with WoolworthsThe Retail Chain brand held a contest for the chance to win Dreamworks Action Card
‘Heroes Collector’ packs, and saw heightened activity on their app as a result.
Win with Woolworths averaged a MAU (Monthly ActiveUsers) count of 7,406 which is more than 14 times thesector average from Australia (521). The spike inactivity coincides with the post announcing theDreamworks contest
BRAND FANSINCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)ENGAGEMENT
Mercedez Benz Australia 197,870 5.28 4.83 608
Audi Australia 125,543 2.08 7.21 721
BMW Australia 163,151 2.57 4.94 718
Holden 425,186 0.6 0.59 227
Hyundai Australia 280,027 1.89 0.88 167
Comparing Top Automobile Brands
March 01st – 31st, 2014
Mercedes Benz Australia – Ultimate Fans Challenge
Mercedes Benz Australia created an ‘Ultimate Fans’ app, offering fans the chance to attend the 2014 Formula 1 Rolex Australian Grand Prix as a VIP.
The app received a MAU of 4,767 which is more
than 12 times greater than the average app from
the Automotive Sector from Australia
The post announcing the winner of the
challenge received an engagement score of
761
BRAND FANSINCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)ENGAGEMENT
Lorna Jane 936,523 0.46 1.21 75
UGG Australia 2,308,828 0.04 0.26 35
Michael Hill 292,039 0.83 3.25 264
Forever New 268,985 0.32 1.58 345
Nike Football (Australia) 368,801 0.05 1 568
Comparing Top Retail BrandsMarch 01st – 31st, 2014
Nike Football–Nike MagistaNike Football Australia unveiled their newest shoe – the Nike Magista, and centred
most of their content in March around their new line.
The unveiling of the shoe saw a spike in their fan growth rate, and the brand had a higher growth rate than the average Retail brand from Australia This video post had an
engagement score of 834, whichwas the highest for the brand inMarch
Analysis of Brands on
Sector Leaders in Australia – March 2014
(Based on the Unmetric Score for Twitter)
Sector Brand
Automotive
Aviation
Banking
Consumer Electronics
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
April 2014
A Closer Look Into These
Sectors & Brands
Brand Number of Followers% Increase in
FollowersEngagement Score Mentions Count Average Reply Time
@Telstra 57,647 1.98 107 19070 00:26:54
@Optus 35,921 5.84 165 11232 01:30:10
@MacquarieTelco 960 2.89 136 8 00:18:01
@VodafoneAU 29,339 1.07 151 680 03:06:05
@TelecomNZ 28,021 2.75 70 1004 06:28:35
Comparing Top Telecom Brands
March 01st – 31st, 2014
Optus- #EarthHourThe telecom brand urged followers to show their support for Earth Hour by turning
off their lights on the 29th of March
#EarthHour was their most engaging hashtag in March, with an engagement score of 930
This tweet had the highest engagement for the brand, with an engagement score of 992
BrandNumber of
Followers
% Increase in
FollowersEngagement Score Mentions Count
Average Reply
Time
@Dominos_AU 33,852 0.09 90 1281 01:33:50
@PizzaCapers 2,267 0.44 175 112 08:18:58
@HogsBreath 1,414 5.29 312 142 07:05:16
@ciboespresso 2,088 1.36 77 45 05:17:03
@NandosAUS 8,605 0.49 123 177 23:41:40
Comparing Top Restaurant and Café Brands
March 01st – 31st, 2014
Dominos AU - #burgerpizzalover
The #burgerpizzalover hashtag received an engagement score of 345 and was the most used by followers.
Dominos Australia introduced the “Cheeseburger Pizzas”, which they promoted with a free pizza offer.
BrandNumber of
Followers
% Increase in
FollowersEngagement Score Mentions Count
Average Reply
Time
@lynxeffect 60,816 0.04 376 1226 04:54:05
@NIVEA_Australia 2,290 2.05 8 116 27:17:09
@TheBodyShopAust 3,846 3.19 98 217 09:46:25
@JurliqueAUS 4,201 1.52 52 44 00:38:46
@RexonaAU 4,377 0.02 - 20 13:10:56
Comparing Top Personal Care Brands
March 01st – 31st, 2014
Lynx Effect- #TitanfallFridayLynx Effect held a contest where followers had to retweet the brand for a
chance to win two copies of the Titanfall game for Xbox One.
The contest resulted in high engagement for the brand. The hashtag #TitanfallFridaygarnered an engagement score of 998, and was the most used by followers
Analysis of Brands on
YOUTUBE
Sector Leaders in Australia – March 2014
(Based on the Unmetric Score for YouTube)
Sector Brand
Automotive
Aviation
Banking
Consumer Electronics
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
April 2014
Coca Cola Australia 2014 FIFA World Cup Promotion
Coca Cola Australia launched its World Cupcampaign with a contest, and consequently had ahigher growth rate (8.5%) thanthe average Food/Beverage YouTube channelfrom Australia (3.6%).
HP Australia“HP’s Guide to Mobile Printing”
HP Australia released a series of videos highlightingthe benefits of mobile printing. This series caused asharp spike in video views for the brand, andresulted in a growth rate of 17.2%, which is morethan 3 times the sector average from Australia (5.2%)
MethodologyUnmetric compiled this report by sourcing data from its own benchmarking platform.
Click here to gain access to all this data by claiming a free 6 day trial.
We analyze data from:
APPENDIX
Unmetric Score
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.
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.
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
____________________________________________________________
Audience Reception Rate
Linkedin Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
Audience Reception Rate
The default Unmetric values for x and y are 5 and 10 respectively.
Audience Reception Rate
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.
Engagement Score
Audience Reception Rate = (Fans or Followers) 0.8