1.Top Australian Brands on Social Media – February 2014analyzed by2. ANALYSIS OFBRANDS ON SO FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...3. Sector Leaders in Australia (Based on the Unmetric Score for Facebook)SectorBrandSectorAutomotiveFood & BeveragesAviationRetail ChainsBankingInsuranceConsumer ElectronicsRestaurantMobiles & HandheldsTelecomFebruary 2014Brand4. A Closer Look Into These Sectors & Brands5. Comparing Top Automotive Brands EngagementAudience Conversation (as % of fans)Brand NameAdmin PostsEngagementFan Posts% of Fan Posts Admin Responded5.4 %317444117.1%2.2 %6.6 %815567222.2 %159,2500.51 %4.0 %397856934.8 %171,1402.0 %1.8 %79900-Total FansFan GrowthMercedes-Benz Australia189,1216.5 %Audi Australia123,265BMW AustraliaToyota AustraliaFebruary 2014Community6. 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.7. Comparing Top Retail Chain Brands EngagementAudience Conversation (as % of fans)Brand NameAdmin PostsEngagementFan Posts% of Fan Posts Admin Responded2.1 %494891,19588.8 %2.3 %1.4 %563321,09985.9 %247,8975.7 %3.2 %313324161.4 %194,1173.4 %3.0 %4926713881.2 %Total FansFan GrowthWoolworths Australia602,4571.1 %Coles672,913MimcoCountry RoadFebruary 2014Community8. 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 141.9. Comparing Top Banking & Finance Brands EngagementAudience Conversation (as % of fans)Brand NameAdmin PostsEngagementFan Posts% of Fan Posts Admin Responded5.7 %129372236.4 %.46 %.38%2116244974.6 %122,739.44 %.51 %2511818576.9 %113,256.33%.90 %3511920491.7 %Total FansFan GrowthVisa (Australia)140,1301.8%Commonwealth Bank533,428NABWestpacFebruary 2014Community10. 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 fansVisa Australia received an average engagement score of 937, which is more than 3 times the sector average.11. ANALYSIS OFBRANDS ONTWITTERFollowers, Customer Service Metrics, Campaigns, etc...12. Sector Leaders in Australia (Based on the Unmetric Score for Twitter)SectorBrandSectorAutomotiveFood & BeveragesAviationRetail ChainsBankingInsuranceConsumer ElectronicsRestaurant & CaféMobiles & HandheldsTelecomFebruary 2014Brand13. A Closer Look Into These Sectors & Brands14. Comparing Top Retail Chain Brands Number of Tweets Brand NameTotal FollowersFollowers GrowthEngagement ScoreAverage Response TimeProactive TweetsRepliesRetweetsColes Supermarket17,0531.6 %144311,05356:45:00Country Road9,68772.0%421489122:05:42The Good Guys AU5,871.5 %8510399160:42:36Peters of Kensington1,884.86 %1616532:05:41:43David Jones Store18,2682.1%1710621128:06February 201415. Coles – Customer Service Coles replies to 60% of their tweets within 1 hourColes replies the most amongst the brands in the Retail Chains sector.Close to 12% of replies are in the form of brand apologies.16. Comparing Top Aviation Brands Number of Tweets Brand NameTotal FollowersFollowers GrowthEngagement ScoreAverage Response TimeProactive TweetsRepliesRetweetsQantas Airways162,4663.8%104551,81765:34:29Virgin Australia118,0853.0 %102492,1842300:34:50Jetstar Airways62,4603.7 %96845657:02:48Cathay Pacific AU3,9892.5 %148614-9:05:07February 201417. 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.18. Comparing Top Telecom Brands Number of Tweets Brand NameTotal FollowersFollowers GrowthEngagement ScoreAverage Response TimeProactive TweetsRepliesRetweetsTelstra56,5111.3 %89785,202390:36:24Optus33,8763.9 %166813,83073:19:05Vodafone AU29,0241.1 %813513031:11:32February 201419. 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 average20. ANALYSIS OFBRANDS ONYOUTUBESOViews, Shares, Uploads, Top Video, etc...21. Sector Leaders in Australia (Based on the Unmetric Score for YouTube)SectorBrandSectorAutomotiveFood & BeveragesAviationRetail ChainsBankingInsuranceConsumer ElectronicsRestaurant & CaféMobiles & HandheldsTelecomFebruary 2014Brand22. A Closer Look At Selected Top BrandsSO23. 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.24. Playstation AustraliaOutlast Launch Trailer Playstation Australia’s video was viewed more than 19,297 times becoming the most viewed video on its channel in February.25. Westpac SydneyHow 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.26. THANK YOU Please contact us
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