top australian brands on social media - february 2014
DESCRIPTION
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/1hSl3gBTRANSCRIPT
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Top Australian Brands on Social Media – February 2014
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant
Telecom
February 2014
A Closer Look Into These
Sectors & Brands
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
Mercedes-Benz Australia
189,121 6.5 % 5.4 % 31 744 41 17.1%
Audi Australia 123,265 2.2 % 6.6 % 81 556 72 22.2 %
BMW Australia 159,250 0.51 % 4.0 % 39 785 69 34.8 %
Toyota Australia 171,140 2.0 % 1.8 % 7 990 0 -
February 2014
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.
Comparing Top Retail Chain Brands
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
602,457 1.1 % 2.1 % 49 489 1,195 88.8 %
Coles 672,913 2.3 % 1.4 % 56 332 1,099 85.9 %
Mimco 247,897 5.7 % 3.2 % 31 332 41 61.4 %
Country Road 194,117 3.4 % 3.0 % 49 267 138 81.2 %
February 2014
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.
Comparing Top Banking & Finance Brands
Brand Name
Audience
Conversation (as % of fans)
Engagement Community
Admin Posts Engagement Fan Posts % of Fan
Posts Admin Responded
Total Fans Fan Growth
Visa (Australia) 140,130 1.8% 5.7 % 12 937 22 36.4 %
Commonwealth Bank
533,428 .46 % .38% 21 162 449 74.6 %
NAB 122,739 .44 % .51 % 25 118 185 76.9 %
Westpac 113,256 .33% .90 % 35 119 204 91.7 %
February 2014
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.
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
February 2014
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
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
Comparing Top Retail Chain Brands
February 2014
Coles – Customer Service
Coles replies the most amongst the brands in the Retail Chains sector.
Close to 12% of replies are in the form of brand apologies.
Coles replies to 60% of their tweets within 1 hour
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
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
Comparing Top Aviation Brands
February 2014
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.
Brand Name Total Followers Followers Growth
Engagement Score
Number of Tweets
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
Comparing Top Telecom Brands
February 2014
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
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
Mobiles & Handhelds
Sector Brand
Food & Beverages
Retail Chains
Insurance
Restaurant & Café
Telecom
February 2014
SO
A Closer Look At Selected Top
Brands
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.
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.
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.
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