Contests, deals and offers were a go-go over the Christmas period for Australian brands as they looked to ramp up consumer engagement. Insurance company Medibank proved that you can make insurance interesting with a series of Twitter chats that captured the attention of followers while Cathay Pacific tried to inspire wanderlust amongst its Facebook fans with a series of hot deals on airfares to Europe.

1. Top Australian Brands on Social Media – December 2013
analyzed by

3. ANALYSIS OF
BRANDS ON
SO
FACEBOOK
Fans, Conversations, Engagement,
Campaigns, etc...

4. Sector Leaders in Australia
(Based on the Unmetric Score for Facebook)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer Electronics
Restaurant
Mobiles & Handhelds
Telecom
December 2013
Brand

5. A closer look
into these
sectors & brands

6. Comparing Top Mobile & Handhelds Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
3.9 %
19
123
37
62.2 %
0.67 %
0.37 %
22
5
97
34 %
137,990
0.24 %
0.26 %
40
6
106
63.2 %
46,046
5.6 %
1.4 %
17
2
9
55.6 %
Total Fans
Fan Growth
Sony Mobile
Australia
50,913
6.7 %
HTC Australia
285,300
Nokia Australia
Huawei Australia
December 2013
Community

7. Sony Mobile Australia - Xperia Z ‘Ultimate Entertainer Contest
Sony Mobile Australia ran two rounds of the ‘Ultimate Entertainer’ contest between the 11th and the
20th of December. Posts around the contest engaged the best with its fans on Facebook.
Sony Mobile Australia’s fan growth and the
number of fans talking about the brand peaked
during the contest period.
As a result, Sony Mobile Australia’s Facebook
page garnered an average engagement score
of 123, which is more than 3 times the sector
average of 40.

8. Comparing Top Aviation Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
1,1 %
12
51
421
60.6 %
1.4 %
1.5 %
34
24
449
76.6 %
132,094
1.3 %
0.85 %
14
33
92
83.7 %
FlyScoot Australia
87,379
4.8 %
3%
23
41
63
4.8 %
Cathay Pacific
Australia
33,092
3.4 %
5.2 %
13
147
24
75 %
Total Fans
Fan Growth
Qantas
443,735
1.3 %
Virgin Australia
325,522
AirAsia Australia
December 2013

9. Cathay Pacific Australia – Deals and Offers
Cathay Pacific Australia’s posted updates on its Facebook page around deals and offers in
December. These posts engaged the best with its fans. As a result, the overall average engagement
score for the airline brand was 147, which is more than twice the sector average of 56.

10. Comparing Top Retail Chain Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
31.7 %
72
37
586
77.1 %
7%
4.4 %
48
68
907
83.7 %
646,217
3.7 %
2.1 %
49
37
889
89.5 %
The Good Guys
311,273
2%
1.4 %
3
102
232
94.4 %
Jeanswest
92,739
3.6 %
2.3 %
27
72
206
14.6 %
Total Fans
Fan Growth
ALDI Australia
139,350
546.3 %
Woolworth’s
Australia
586,786
Coles
December 2013

11. Jeanswest – Summer Giveaways
Jeanswest ran a 14-day giveaway contest between the 9th and 22nd December. The updates
around the giveaways generated lots of buzz for the brand.
Jeanswest’s average engagement score
was 72 in December, which is close to 3
times the sector average of 26.
Jeanswest ramped up its fan base much
faster during the period of the
giveaways and more number of fans
were talking about the brand during the
same period.

12. ANALYSIS OF
BRANDS ON
TWITTER
Followers, Customer Service Metrics,
Campaigns, etc...

13. Sector Leaders in Australia
(Based on the Unmetric Score for Twitter)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer Electronics
Restaurant & Café
Mobiles & Handhelds
Telecom
December 2013
Brand

14. A closer look
into these
sectors & brands

15. Comparing Top Retail Chain Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Coles Supermarket
16,632
1.4 %
186
49
527
6
6:34:39
Harris Scarfe
780
3.3 %
106
52
9
32
9:07:03
The Good Guys AU
5,452
2.2 %
284
131
255
4
1:01:35
Peters of
Kensington
1,847
1.2 %
93
38
11
1
10:28:41
Dick Smith
6,810
3.1 %
105
24
132
4
4:14:30
December 2013

16. The Good Guys AU - #thegoodguysftw
The Good Guys AU ran a series of giveaway Twitter contests in December which engaged well with
its followers and the retail chain brand promoted the giveaways using the hashtag
#thegoodguysftw.
#thegoodguysftw was the most used
hashtag by the brand and its followers.
As a result, The Good Guys AU saw an
overall average engagement of 284, which
is 6 times the sector average of 48.

17. Comparing Top Insurance Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Bupa Australia
7,172
4%
413
82
263
79
12:38:39
Medibank
2,353
9.4 %
105
263
191
163
9:10:20
NRMA Motoring
Services
4,259
1.4 %
139
81
61
23
3:45:49
Life Broker
504
1%
381
28
2
23
0:21:50
AMP AU
1,900
2.3 %
231
18
7
2
5:04:48
December 2013

18. Medibank - #GenBetter Twitter Chats
Medibank conducted three #GenBetter Twitter chats on the 4th, 11th and the 18th December. These
chats generated lots of buzz for the brand and #GenBetter was the most used hashtag by the brand
and its followers.
The usage of the hashtag #GenBetter
peaked during the three Twitter chats.

19. Comparing Top Mobile & Handhelds Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Nokia Australia
3,044
3.9 %
146
58
62
27
34:53:55
HTC Australia
10,117
0.27 %
129
8
-
-
-
Huawei Australia
2,590
5%
63
3
-
-
-
December 2013

20. Nokia Australia – Appy Christmas Competition
Each day until Christmas, Nokia Australia, celebrated one of the 190,000 apps available for its
Windows Phone by giving away $20 app vouchers. The mobile phone brand used the hashtag
#AppyXmasAU to promote the competition and #AppyXmasAU was one of the most engaging
hashtags with an engagement score of 222.
#AppyXmasAU was the most used hashtag by the
brand and its followers in December.

21. ANALYSIS OF
BRANDS ON
YOUTUBE
SO
Views, Shares, Uploads, Top Video, etc...

22. Sector Leaders in Australia
(Based on the Unmetric Score for YouTube)
Sector
Brand
Sector
Automotive
Food & Beverages
Aviation
Retail Chains
Banking
Insurance
Consumer
Electronics
Restaurant & Café
Mobiles & Handhelds
Telecom
December 2013
Brand

23. A closer Look at
Selected Top
Brands
SO

24. Domino’s Australia
Introducing Domino’s New Wagyu Duet Pizza
Domino’s Australia’s video about the new
Wagyu Duet pizza was the most watched on its
channel with more than 291,000 views.

25. Target Australia
Target Sale On Now
Target Australia’s ‘Target Sale On Now’ video
garnered more than 95,000 views to become the
most viewed video for the brand in December

26. Myer Australia
The Power of Give – A Special Christmas Delivery
Myer’s ‘Power of Giver’ video saw more than
5,000 views and was the most viewed video
on its channel in December

27. THANK YOU
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