Australian shakedown of top brands on Social Media in June 2014

TOP AUSTRALIAN BRANDS
ON SOCIAL MEDIA
JUNE 2014

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It would be a fallacy to say that social media’s job is limited to one particular
role. The truth is social media can help a brand achieve a wide range of
objectives, it just needs to be leveraged with clear goals. This report brings
together a wide variety of brands from across sectors that are looking beyond
the obvious to make their social media efforts work harder to achieve more.
Whether it’s Jägermeister looking to increase its organic reach by encouraging
people to tag their friends, Qantas looking to showcase its new routes to Dubai
with a contest, Medibank wanting to be perceived as the health conscious
insurance company or Domino’s wanting to bring back the nostalgia with their
70s themed pizzas, there is a wide range of options to leverage different
platforms for different goals.
In addition to these business objectives, you’ll find insights from different
sectors to keep you on top of the best that brands are doing social media.
All data and insights were gathered from the month of June. Look out for July’s
report in early August.

All images in this report are hyperlinked to
their original post but if you want to find out in
detail what brands did to meet their business
objectives, grab your free Unmetric trial here.

Brand Fans % Increase in Fans Engagement Score
Cadbury Dairy Milk
(Australia)
525,599 2.52 703
Dare Iced Coffee 343,500 1.25 998
KitKat (Australia) 375,978 2.29 655
Pringles (Australia) 1,073,195 1.47 26
Vegemite 457,076 0.71 369
Comparing the Top Food/Bev Brands
While Pringles has the largest number of Fans, Dare Iced Coffee’s content seems to be
hitting all the right notes, as it received amazing engagement last month.
To see more comparative data on these brands, send us an
email and we’ll get you started on a free trial of Unmetric.
All data for the time period: June 1st – 30th 2014

Uncovering the best of the Food/Bev sector
Among the top 5
Food/Beverage Pages from
Australia, Dare Iced Coffee was
engaging best with their Fans.
Among all Food/Beverage
Pages from Australia, Pringles
(Australia) talked the most
about themselves.
With a growth rate of 2.5%,
Cadbury Dairy Milk (Australia)
enjoyed the highest Fan Growth
Rate among the top 5
Food/Beverage Pages.
Rosella Australia grew its fan-
base faster than all other
Food/Beverage Pages from
Australia.
Among the top 5 Food/Bev
Pages on an average, 26% of
content posted by admins was
“brand related”.
549 new Posts were written
across these 5 ‘brand walls’.
That’s an average of 3.7 Posts
per day - per wall!
To discover more insights like these, send us an email and
we’ll get you started on a free trial of Unmetric.

Brand Fans % Increase in Fans Engagement Score
Baileys Australia 165,268 4.5 931
Bundy Rum 268,155 2.38 982
Jack Daniel’s Australia 206,325 2.15 561
Jägermeister (Australia) 116,394 6.96 1000
Rekorderlig Cider - Australia 304,229 1.05 390
Comparing the Top Alcohol Brands
Alcohol brands usually receive good engagement scores on social, and June was no
different. Three of the top five brand pages received high engagement scores on
Facebook. However, the clear winner was Jägermeister (Australia).

Uncovering the best of the Alcohol sector
Among all Alcohol Pages,
Jägermeister (Australia) was
engaging best with its Fans.
With a growth rate of 7%,
Jägermeister (Australia)
enjoyed the highest Fan
Growth Rate among the top 5
Alcohol brands.
Among the top 5 Alcohol brands,
Rekorderlig Cider – Australia had
the most posts.
A Post by Baileys Australia had
the best engagement among
all Posts by the top 5 Alcohol
brands.
120 new Posts were written across
the ‘brand walls’ of the Top 5
brands. That’s an average of 0.8
Posts per day - per wall!
Among all Alcohol brands, on
an average, the most engaging
posts were “brand related”.

Understanding
Selected
Top Brands

This Australian beverage brand had an Engagement Score of 998, while the average
Food/Beverage brand had an Engagement Score of 220. Dare Iced Coffee’s most
successful content invited fans to join the conversation, and this clearly played out well
for the brand.
Dare Iced Coffee dares to start conversations
See appendix on how engagement scores are calculated.

Jägermeister (Australia)’s ‘Strange.But True.’ campaign highlights the different kinds of
‘party animals’ and invites fans to tag friends who share traits with the featured animal.
With a clear call to action and a fun message, the brand received our highest
engagement score of 1000 in June.
Jägermeister (Australia) – Strange. But true.
1
2
1
2
See appendix on how engagement scores are calculated.

Brand Number of Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply Time
(hh:mm)
@BupaAustralia 7,926 2.5 109 407 11:23
@NRMA 5,136 12.2 85 162 31:13
@racqofficial 4,241 2.6 130 N/A 01:38
@medibank 4,023 25.4 454 N/A 09:25
@theracv 3,682 1.5 51 N/A 02:43
Comparing the Top Insurance Brands
Medibank leads on engagement and also has the highest follower growth rate of 25.4%
among the top Insurance brands in Australia, while Bupa Australia has the largest
follower base.
All data for the time period: June 1st – 30th, 2014

Uncovering the best of the Insurance Sector
On an average, top 15
Insurance brands take
621minutes to reply to
customer tweets.
Of all the tweets across the top
15 Insurance brands, 13% were
Retweets and 46% were
Replies.
Among the top 15 Insurance
brands, on an average, the number
of followees is 40% of the number
of followers.
Among all the top 15 Insurance
brands, @AMP_AU replies the
fastest to customer tweets.
As a % of followers, @yayfrank
follows people the most among
the top 15 Insurance brands.
Among the top 15 Insurance
brands, Medibank was the
most prolific tweeter with 470
tweets.

Brand Number of Followers
% Increase in
Followers
Engagement Score Mentions Count
Average Reply Time
(hh:mm)
@QantasAirways 192,968 3.9 59 5,860 04:44
@VirginAustralia 137,744 2.8 76 4,725 02:05
@JetstarAirways 72,895 3.0 59 N/A 05:45
@CathayPacificAU 4,409 2.1 155 N/A 10:10
Comparing the Top Aviation Brands
Cathay Pacific is the most engaging Aviation brand, while Qantas Airways has largest
follower base. Virgin Australia excels on customer service by replying to 1,537 tweets
within 2 hours.
To see more comparative data on these airlines, send us an

Uncovering the best of the Aviation sector
On an average, Australian
Aviation brands take 225
minutes to reply to Customer
tweets.
Of all the tweets by Aviation
brands, 0.62% were Retweets
and 96% were Replies.
The average airline from Australia
follows just 9.5% of its followers
back.
@QantasAirways enjoyed the
highest follower growth rate
among the airlines from
Australia.
The top 4 airlines in Australia
sent over 5,400 tweets, 50% of
them came from Virgin Australia.
@CathayPacificAU replies the
slowest to customers’ tweets –
with an average of 10hrs,
10mins.

SO
Understanding
Selected
Top Brands

Medibank ran a competition asking its followers to tweet how they keep active during the
week along with the hashtag #GenBetter. As a result, #GenBetter was the most used
hashtag by its followers and the hashtags #Competition and #Fitbit were the most
engaging with an average engagement score of 779 and 774 respectively.
Medibank – Hashtag Analysis

Qantas Airways, along with Flight Centre UK, ran a competition between 6th and 10th
asking its followers to tweet out answers to three questions about Qantas Airways for a
chance to win 2 return economy flights to Dubai. As a result, #ThinkDubaiFlyQantas was
used 746 times by its followers in June.
Qantas Airways – #ThinkDubaiFlyQantas

Uncovering the best of the Automotive Sector
Audi Australia had the most
average views per video in June.
The average length of a video
among the Top Automotive
brands in Australia is 2min,
49secs.
With a growth rate of 57%, Audi
Australia enjoyed the highest
growth rate in total video views
among the Top Mobile brands in
Australia.
Kia Australia uploaded 30
videos, the most in the Mobile
sector in June.
Toyota Australia had the
highest subscriber growth rate
for Automotive in Australia.

Uncovering the best of the QSR sector
McDonald's Australia uploaded
26 videos in June, the most
amongst brands in the
Restaurants & Café sector.
Dominos saw the highest
growth rate in subscribers
among brands in the
Restaurants & Café sector.
Dracula’s Cabaret enjoyed the
highest growth rate in total video
views.
Dracula’s Cabaret had the most
average views per video in June.
The average length of a video
uploaded by brand in the
Restaurant & Café sector is
1min 29 secs.

Nissan Australia uploaded 10 videos in June, showcasing features and design of the all
new Nissan “Qashqai” , there by increasing the video views growth rate and subscriber
growth rate.
Nissans shows off features and design
With 115 subscribers
gained, the brand had a
higher subscriber growth
rate (6.8%) than the
average Automotive
YouTube (4.5%) channel
from Australia.

Domino’s brings back the 70’s, by releasing a range of Pizzas for all those who crave a
taste of the past.
Domino’s – Bringing back the 70’s
Dominos uploaded 11 videos in June, 5 more than the average brand in the
Restaurant & Café Sector and have increased their subscriber base by 5.2%

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.
Unmetric Score

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
____________________________________________________________
LinkedIn Engagement Score Formula
( No. of Likes + x × No. of Comments ) × 10000
____________________________________________________________
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.
Engagement Score
The default Unmetric values for x and y are 5 and 10 respectively.

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.
Audience Reception Rate = (Fans or Followers) 0.8
Engagement ScoreAudience Reception Rate

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Australian shakedown of top brands on Social Media in June 2014

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Australian shakedown of top brands on Social Media in June 2014