The Australian Facebook Performance Report looks at the top performing Facebook pages across 12 industry verticals in Australia. Download the entire report here. http://theonlinecircle.com/facebook-report?utm_source=slideshare&utm_medium=seeding&utm_campaign=Seeding

1. Australian Facebook
Performance Report
[ October 2012

2. [ Content Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co
#fbreport // research@theonlinecircle.com // www.theonlinecircle.com
Graphic: Top 20 3 FMCG - Snackfoods 20 - 21
Engagement Rate Chart 4 Quick Serve Restaurant 22 - 23
Introduction 5-7 Retail - Fashion 24 - 25
Alcohol - Brands 8-9 Retail - Grocery 26 - 27
Automotive - Manufacturers 10 - 11 Telecommunications 28 - 29
Banks & Financial Institutions 12 - 13 TV Shows 30 - 31
Department Stores 14 - 15 Methodology 32 - 33
Electronics 16 - 17 About Us - Social Pulse 34
FMCG - Beverages 18 - 19 About Us - Online Circle 35
2 [ Content

3. TOP 20 FACEBOOK PAGES by Fans*
1 Bananas in Pyjamas 1,765,551 11 KFC Australia 568,682
2 Bubble O’ Bill Ice Creams 1,216,698 12 Neighbours 506,898
3 Pringles Australia 1,078,537 13 5 Gum Australia & NZ 499,335
4 Home and Away (Official) 1,022,522 14 Lorna Jane 495,822
5 MasterChef Australia 1,012,238 15 Freddo 483,279
6 Coca-Cola Australia 855,994 16 Jay Jays 480,389
7 Domino’s Pizza - Australia 749,013 17 SUPRÉ 456,211
8 UNDERBELLY 655,091 18 McDonald’s Australia 453,198
9 Hey Hey It’s Saturday 641,714 19 V Energy Drink Australia 448,894
10 [yellow tail] 631,799 20 Official Big Brother Australia 425,606
* Average for October 2012 Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co #fbreport // research@theonlinecircle.com // www.theonlinecircle.com

4. TOP 15 FACEBOOK PAGES by Engagement Rate*
4,500 to 14,599 fans 14,600 to 36,999 fans
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
House Husbands 39.0% Audi Australia 43.4%
Ten News Perth 36.9% Motorola Australia 36.5%
Rake 33.5% XXXX GOLD 29.4%
Bulmers Australia 25.2% getwinesdirect.com 26.8%
Ford Performance Vehicles 22.8% G-STAR Stores Australia 21.1%
Citi Australia 19.6% Ford Performance Racing (FPR) 20.4%
Lenovo Australia and New Zealand 18.6% Holden Motorsport 18.4%
Ten News Sydney 17.9% Topshop Australia 16.7%
Vinomofo 17.6% Buyinvite 15.9%
I Will Survive 14.2% Millers 13.8%
Lollyworld 11.9% Huawei Device Australia 12.8%
Mercedes-Benz Australia 10.9% Birdsnest 11.1%
MORNINGS 10.7% ABC Science 10.1%
ShoppingSquare.com.au 10.6% The Morning Show 9.5%
Queen Victoria Market 10.4% Stoli Vodka Australia 9.3%
37,000 to 83,999 fans 84,000 to 229,999 fans 230,000 or more
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Ally Fashion 29.4% 9 News 38.5% Official Big Brother Australia 41.1%
Samsung Australia 21.9% Puberty Blues 36.2% McDonald's Australia 32.2%
Honda Australia 21.5% Vodafone Australia 32.6% The X Factor - Australia 31.9%
TODAY 19.4% Maltesers Australia 29.0% Hungry Jack's 21.0%
ABSOLUT VODKA (Australia) 14.7% Coles 26.8% Xbox Australia 10.2%
Better Homes and Gardens 14.5% Can Of Worms 21.6% Sunrise 9.3%
Jagermeister Australia 14.1% Telstra 24x7 20.8% Woolworths Australia's Fresh Food People 9.1%
Telstra 13.0% BIG W 19.1% Target Australia 6.5%
Market HQ 11.9% Jim Beam Australia 13.1% Lorna Jane 5.8%
Nissan Australia 9.8% Logitech Australia 12.3% V Energy Drink Australia 5.0%
BMW Australia 9.8% City Beach 8.6% Slurpee Australia 3.8%
Volkswagen Australia 9.5% American Honey Australia 7.5% princess polly 3.6%
OzSale 9.5% The Project 7.5% 7-Eleven Australia 3.6%
GroceryRun.com.au 9.5% Optus 6.7% Cadbury Dairy Milk - Australia 2.7%
Panasonic Australia 9.3% Allen's Lollies 6.7% Holden 2.60%
* Average for October 2012 Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co #fbreport // research@theonlinecircle.com // www.theonlinecircle.com

5. [ Introduction Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co
#fbreport // research@theonlinecircle.com // www.theonlinecircle.com
Ave Fans % Fan No. of Engagement
Rank Industry Fan Growth
000’s Growth Engagements Rate
Oct-12 Jul-12 Oct-12 Jul-12
1 - TV Shows 8,524,660 371,489 21.6% 518,984 6.1% -
2 2 FMCG - Snackfoods 4,109,517 339,644 9.3% 199,828 4.9% 2.1%
3 1 Retail - Fashion 3,736,462 133,535 3.6% 110,898 3% 3.4%
4 3 FMCG - Beverages 3,275,365 141,598 4.6% 84,387 2.6% 1.5%
Quick Serve
5 - Restaurants 3,214,595 106,553 3.4% 248,987 7.7% -
6 - Alcohol Brands 2,470,784 186,143 7.9% 115,732 4.7% -
7 - Electronics 1,879,745 100,377 5.8% 124,777 6.6% -
Automotive-
8 5 Manufacturers 1,462,031 98,972 7% 79,265 5.4% 2.1%
9 4 Department Stores 1,414,607 47,670 3.4% 78,952 5.6% 3.7%
10 6 Retail - Grocery 1,331,668 74,431 4.7% 130,892 9.8% 5.4%
11 8 Telecommunications 709,779 44,098 6.4% 117,924 16.6% 2%
Banks & Financial
12 10 Institutions 400,955 18,303 4.7% 15,271 3.8% 8.6%
Fans (Ave): Average number of fans based on five intervals of one week, 17 and 26 September, 01, 08 and 15 October at 12 midday.
PPL Talking About (Ave): verage of the seven day figures taken at midday on September 17 and 26, October 01, 08 and 15, 2012.
A
Fan Growth: 15 October compared to 17 September 2012.
% Fan Growth: Relative % increase comparing number of fans on 15 October compared to 17 September 2012.
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Engagement Rate: The People Talking About (Ave) represented as an percentage of total Fans (Ave).
Share of Engagement: Brands share of total PPL Talking About for four week period (based on gross numbers, not averages.)
Any brands shaded fall below the level of statistical confidence (of engagement rate)
and have not been included in the industry average calculations.

6. [ Introduction Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co
#fbreport // research@theonlinecircle.com // www.theonlinecircle.com
The Australian Facebook Performance Report impact, frequency and reach. If you want to learn to ninth spot, as a result of the new categories
shows the continuation of several clear trends. more about this software, feel free to request an being added and low overall growth of just
Facebook based promotions, advertising, special invite at: http://socialpulse.co/ 47,670 fans.
offers and thematic, fun and amusing posts are
In October, I decided to add four new industries For this reporting period, October 2012, both
persistently used in an effort to engage with
to the Australian Facebook Performance Report. TV Shows (+371,489) and FMCG Snackfoods
fans in an increasingly crowded online platform.
There was very little movement in the lowest (+339,644) led the field in raw growth numbers,
In such a crowded marketplace, I am constantly ranking industries and we felt it would be of growing well over 150,000 more Facebook fans
asked the question: “how should I determine interest to incorporate more active ones. The than the category with the next highest growth -
my company’s Return on Investment (ROI) industries that we have added are: Entertainment Alcohol Brands (+186,143). This incredible growth
from our social media marketing initiatives?” - TV Shows, Quick Serve Restaurants, Alcohol can be partly attributed to FMCG – Snackfoods’
As you probably know, all social media channels, Brands and Electronics. brands investing more marketing and advertising
not just Facebook, throw up many metrics – dollars in the medium. TV Shows, on the other
Entertainment - TV Shows entered the list at
likes, follows, comments, views and shares. hand, are more cyclical due to the effect of
number one with 8,524,660 fans. This is more
Even when you have the numbers in front scheduling and ratings periods and can credit
than four million fans ahead of its nearest rival
of you, it can be difficult to make any tangible much of their growth to the airing of popular
industry, FMCG – Snackfoods (4,109,517) who
sense as to whether they are relevant or not. programs during this period. I believe that the
remained in second position. The last report’s
traditionally quiet summer months for television
Here at the Online Circle we create the Australian leader, Retail – Fashion dropped to third position
may see a slowdown in their fan growth.
Facebook Performance Report using our data (3,736,462).
analysis and visualisation software, Social Pulse. While we all know growth is important,
Meanwhile, the FMCG – Beverages industry
Social Pulse provides tools to measure simple cultivating an engaged Facebook following is key.
(3,275,365) dropped from third to fourth spot
social media analytics (that actually matter) using I am impressed by the Telecommunications
while the other new entrants: Quick Serve
terminology that makes sense. Most companies industry, who led the way in this respect, recording
Restaurants (3,214,595), Alcohol Brands (2,470,784)
report on the overall performance of offline an incredibly high engagement rate of 16.6%
and Electronics (1,879,745), now rank at fifth, sixth
and online, paid, earned, and owned media up from just 2% in July. This rate was driven
and seventh respectively. Department Stores
channels. Social Pulse connects social media with
fell the furthest down the rankings from fourth
these traditional channels using terminology
all marketers can understand such as audience,
6 [ Introduction

7. [ Introduction Australian Facebook Performance Report October 2012 Edition // Source: www.socialpulse.co
#fbreport // research@theonlinecircle.com // www.theonlinecircle.com
Click here to download the entire Facebook Report
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