July 2012 Australian Facebook report - FULL REPORT HERE: http://theonlinecircle.com/facebook-report

Australian Facebook
Performance Report
[ July 2012
1 [ The Authors

[ The Authors
Australian Facebook Performance Report July 2012
#fbreport // research@theonlinecircle.com // www.theonlinecircle.com

[ Alan Long is the General Manager of Online [ Lucio Ribeiro is the Digital strategist at
Circle’s Social Media Analysis and Insight Online Circle. His elite marketing skills were honed
business - Online 1984. He heads a team of early in his career. He was one of Brazil’s youngest
analysts and developers to deliver clients with and most celebrated advertising professionals
behavioural insights based on observed activity. during the 1990’s.

With an extensive media career Alan is one With more than 15 years marketing experience,
of the most respected authorities on Internet Lucio Ribeiro has worked for many of the
communication in Australia. world’s most prestigious advertising agencies
including: McCann-Erickson, Ammiratis Puris Lintas,
Lowe, MRM and Ogilvy Brazil. His clientele
Formerly Research Director for Experian Hitwise
has included prominent organisations such
Asia Pacific, he has spent more than 18 years
as GM, Unilever, Nestle, Cadbury, Kraft Foods,
working in the Digital Marketing arena as
Mercedes-Benz, Australian Paper and Microsoft.
a publisher, strategist and senior analyst, for
companies such as TextMedia, BMC Media Lucio is very active in the social media industry.
and Sensis. His credentials are highly regarded having won
him many rankings and awards. In 2011 Lucio
Working with some of the world’s major brands
spoke at over 15 events in Australia, with
globally, he has developed a unique appreciation
a combined audience of over 300,000 people
of the crucial role that expert analysis plays
having listened to his ideas about Digital Marketing
in maximising the effective online presence and
for large brands.
enhancing the continuous brand dialogue with
customers, stakeholders and the media. Lucio’s opinions and views are sought by
Australian media outlets such as The Age,
@alanlong
Herald Sun, Fox News, Anthill Magazine, MX
newspaper and others. In 2012 he was a jury
member for the 2012 AME Awards (part of
New York festival).

Lucio has been based in Melbourne for the
last 7 years.

@lucio_ribeiro

2 [ The Authors

[ Table of Contents

Introduction 4-6
Automotive 7-9
Banking Financial 10 - 12
Energy Utilities 13 - 14
Telecommunications 15 - 17
Pharmaceuticals 18 - 20
Travel - Airlines 21 - 23
Travel - Accommodation 24 - 26
Retail - Department Stores 27 - 29
Retail - Fashion 30 - 32
Retail - Grocery Liquor 33 - 35
FMCG - Beverages 36 - 38
FMCG - Snackfoods 39 - 41
Methodology 42 - 43
About Us 44

3 [ Table of Contents

[ Introduction

ONLINE CIRCLE
FACEBOOK PERFORMANCE REPORT AUSTRALIA

INDUSTRY PERFORMANCE BY INDUSTRY PERFORMANCE BY
FANBASE SIZE ENGAGEMENT RATE

8.6% 7.2% 5.1%
RETAIL - FASHION FMCG SNACKFOODS FMCG BEVERAGES
Fans: 3,268,687 Fans: 3,068,619 Fans: 2,556,346 BANKS FINANCIAL TRAVEL - ACCOMMODATION RETAIL GROCERY
Engagements: 188,131 Engagements: 25,672 Engagements: 54,772

3.8% 3.7% 3.4%
ENERGY UTILITIES DEPARTMENT STORES RETAIL - FASHION
Engagements: 966 Engagements: 46,779 Engagements: 110,651
DEPARTMENT STORES AUTOMOTIVE RETAIL GROCERY
Fans: 1,259,370 Fans: 1,230,694 Fans: 1,065,678

3.3% 2.8% 2.2%
AUTOMOTIVE TRAVEL - AIRLINES PHARMACEUTICAL
TRAVEL - AIRLINES TELECOMMUNICATIONS TRAVEL - ACCOMMODATION Engagements: 40,901 Engagements: 18,444 Engagements: 4,090
Fans: 655,818 Fans: 558,306 Fans: 358,672

2.1% 2.0% 0.9%
BANKS FINANCIAL PHARMACEUTICAL ENERGY UTILITIES FMCG SNACKFOODS TELECOMMUNICATIONS FMCG BEVERAGES
Fans: 280,806 Fans: 188,131 Fans: 25,192 Engagements: 65,259 Engagements: 11,005 Engagements: 23,129

*FANS: AVERAGE NUMBER OF FANS BASED ON FIVE INTERVALS OF ONE WEEK, 3, 11, 17, 24 AND 31 JULY AT 12 MIDDAY. * ENGAGEMENTS: BRANDS SHARE OF TOTAL PEOPLE TALKING ABOUT, BASED ON THE AVERAGE OF SEVEN DAY PPL TALKING ABOUT FIGURES TAKEN AT MIDDAY ON JULY 11, 17, 24 31

SOURCE: ONLINECIRCLE FACEBOOK PERFORMANCE REPORT JULY 2012
http://theonlinecircle.com/facebook-report

[ Introduction

Rank Industry Ave Fans Fan Growth % Growth No. of
Engagements
Jul-12 May-12 Jul-12 May-12

1 2 Retail - Fashion 3,268,687 140,906 4.4% 110,651 3.4% 2.8%
2 1 FMCG Snackfoods 3,068,619 92,509 3.1% 65,259 2.1% 2.8%
3 3 FMCG Beverages 2,556,346 43,456 1.7% 23,129 0.9% 1.5%
4 5 Department Stores 1,259,370 27,011 2.2% 46,779 3.7% 8.1%
5 4 Automotive 1,230,694 72,563 6.1% 40,901 3.3% 2.1%
6 6 Retail Grocery 1,065,678 48,654 4.7% 54,772 5.1% 4.5%
7 7 Travel - Airlines 655,818 30,874 4.8% 18,444 2.8% 2.3%
8 8 Telecommunications 558,306 12,944 2.4% 11,005 2.0% 2.3%
9 9 Travel - Accommodation 358,672 51,305 11.3% 25,672 7.2% 2.4%
10 10 Banks Financial 280,806 67,327 27.3% 24,063 8.6% 1.9%
11 11 Pharmaceutical 188,131 7,843 4.3% 4,090 2.2% 1.6%
12 12 Energy Utilities 25,192 1,154 6.1% 966 3.8% 4.3%

Fans (Ave): Average number of Fans based on five intervals of one week, 3, 11, 17, 24 and 31 July at 12 midday.
PPl Talking About (Ave): Average of the seven day figures taken at midday on July 3, 11, 17, 24 and 31, 2012.

[ Introduction
Fan Growth: 31 July compared to 3 July 2012.

5
% Fan Growth: Relative % increase comparing no of Fans on 31 July compared to 3 July 2012.
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.)

[ Download Full Report

www.theonlinecircle.com/facebook-report

6 [ Download Full Report

July 2012 Australian Facebook report - FULL REPORT HERE: http://theonlinecircle.com/facebook-report

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July 2012 Australian Facebook report - FULL REPORT HERE: http://theonlinecircle.com/facebook-report