Lipton Iced Tea quite literally sparkles on Facebook, Virgin Australia is the only airline to take customer support on social media seriously and One Direction helps Coles go viral on Twitter. Yet, Australian brands appear to be reluctant to take to YouTube, with most videos only attracting a handful of views.

1. Top Australian Brands on Social Media – October 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
October 2013
Brand

5. A closer look
into these
sectors & brands

6. Comparing Top Food/Beverage Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
1.8 %
44
16
40
65 %
1.5 %
3.1 %
37
71
155
45.8 %
996,045
0.17 %
0.24 %
21
8
116
59.5 %
V Energy Drink
Australia
542,275
0.08 %
0.62 %
21
93
44
52.3 %
Lipton Ice Tea
Australia
207,859
2.9 %
2.6 %
11
116
33
60.6 %
Total Fans
Fan Growth
Pringles Australia
965,923
4.9 %
Vegemite
445,347
Coca Cola Australia
October 2013

7. Lipton Ice Tea - Sparkling
Lipton Ice Tea Australia posted updates around the launch of the new ‘Ice Tea
Sparkling’ beverage and this engaged best with its fans. The average engagement
score for the brand was 116, while the sector average was 24.

8. Comparing Top Retail Chain Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
4.3 %
71
65
1,517
71.9 %
3.4 %
3.2 %
43
90
3,489
29.2 %
382,288
2.1 %
2.4 %
48
25
398
93.2 %
Big W
247,867
3%
2.3 %
62
33
351
87.5 %
Country Road
162,967
2.2 %
2.3 %
58
29
94
85.1 %
Total Fans
Fan Growth
Coles
583,703
5.4 %
Woolworths
Australia
542,256
Target Australia
October 2013

9. Woolworths Australia – Aussie Animal Cards
Woolworths Australia held a special Aussie Animals Trading Day for Aussie Animal
Card collectors and promoted the event via their Facebook page
The Aussie Animal Cards related posts
garnered an engagement score of
279, while the overall engagement
score was 90.
Woolworths Australia’s average
engagement score was 4 times the
sector average of 21.

10. Comparing Top Aviation Brands
Engagement
Audience
Conversation
(as % of fans)
Brand Name
Community
Admin Posts
Engagement
Fan Posts
% of Fan
Posts Admin
Responded
1.4 %
15
39
463
76.7 %
1.6 %
2.1 %
37
15
479
80.2 %
128,773
1%
0.68 %
20
18
109
67 %
FlyScoot Australia
70,748
11.2 %
2.9 %
26
36
26
15.4 %
Cathay Pacific
(Australia)
23,397
23 %
7.6 %
23
83
18
55.6 %
Total Fans
Fan Growth
Qantas
425,361
1.8 %
Virgin Australia
299,247
Air Asia Australia
October 2013

11. Virgin Australia – Average Response Time
Virgin Australia has the fastest fingers on Facebook compared to other Australian
Airlines in October. The brand replied to 384 fan queries in an average of 46 minutes.
Virgin Australia
Qantas
Cathay Pacific
Australia
Air Asia Australia
FlyScoot Australia
46 mins
355 mins
632 mins
822 mins
8987 mins

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
Aviation
Retail Chains
Banking
Insurance
Consumer Electronics
October 2013
Food & Beverages
Restaurant
Brand

14. A closer look
into these
sectors & brands

15. Comparing Top Restaurant & Café Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Nando’s Australia
7,692
16.2 %
490
65
374
188
7:31:55
Domino’s Australia
29,322
-0.39 %
42
33
298
3
1:39:21
Pizza Capers
2,237
-0.09 %
107
27
73
-
11:15:29
1,907
1.3 %
152
28
25
33
14:03:35
2,854
2.6 %
45
21
43
35
26:48:04
CIBO Espresso
Hungry Jack’s
October 2013

16. Nando’s Australia - #PeriPerks
Nando’s Australia ran a Peri-Perks contest and a VIP event in October which was
promoted extensively on Twitter. #PeriPerks was the most used hashtag by the
brand and its followers in October. The hashtag had an engagement score of 368
.
Nando’s Australia had an
overall engagement score
of 490, which is more than
8 times the sector average
of 56.

17. Comparing Top Retail Chain Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
Harris Scarfe
681
11.2 %
93
101
34
61
13:40:31
Coles
Supermarkets
15,123
21.7 %
404
48
253
13
10:53:42
David Jones
16,458
3.3 %
29
222
1
97
0:21:29
The Good Guys AU
5,146
32.8 %
227
111
162
32
1:06:30
Country Road
9,026
1.8 %
36
15
55
29
10:23:47
October 2013

18. Coles Australia - #Coles1d
Coles asked its Twitter followers to post a photo
to show that they’re the biggest One Direction fan
using the hashtag #Coles1d.
The hashtag had an engagement score of 896 and
was used 56 times by the brand and 1,697 times
by its followers
After the announcement of the
competition on the 15th
October, the usage of the
hashtag #Coles1d peaked to
become the most used hashtag.

19. Comparing Top Banking and Finance Brands
Number of Tweets
Brand Name
Total Followers
Followers
Growth
Engagement
Score
Average
Response Time
Proactive
Tweets
Replies
Retweets
CommBank
26,380
6.1 %
143
144
491
27
9:04:38
Visa Australia
270
12.2 %
583
6
2
3
1:18:28
NAB
20,069
3.3 %
119
58
383
4
12:53:58
Bankwest
5,107
3%
89
90
93
3
6:10:32
NetBank
17,658
1.8 %
44
32
67
4
8:07:35
October 2013

20. NAB - #MoreLess
NAB tweeted more about the ‘More Give, Less Take’ campaign using the hashtag
#MoreLess and this engaged best with its followers.
#MoreLess was the most
used hashtag for the
brand in October with an
engagement score of 109

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
October 2013
Brand

23. A closer Look at
Selected Top
Brands
SO

24. Volkswagen Australia
Welcome to the Family
Volkswagen Australia’s ‘Welcome to the
Family’ video was the most watched video
on its YouTube out of the 4 new uploads in
October. The video was garnered more
than 6,000 views in 6 days,

25. Qantas
Qantas Cash TVC
The Qantas Cash TV commercial was
the most watched video on Qantas’
YouTube channel in October with
46,000 views

26. Cotton On
Lara Bingle Swimwear for Cotton On Body
Cotton On’s Lara Bingle Swimwear
video, which was uploaded on 31st
October, gained 16,000 views in just
one day

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