Fashion retailers overthrow snackfoods as Facebook page leaders
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Fashion retailers have overthrown snackfood manufacturers as the most followed brands on Facebook, a study from Online Circle has found.
The July 2012 ‘Australian Facebook Performance Report’ shows that fashion retailers added 140,906 fans during July, almost 50,000 more than FMCG snackfood manufacturers, which experienced the second highest fan growth of 92,509.
FMCG beverage manufacturers, department stores and automotive brands made up the rest of the top five industries for fan base size, accounting for 78.4% of fans across the twelve industries reviewed.
However, when it comes to engagement, banks and financial institutions and accommodation brands lead the pack with engagement rates of 8.6% and 7.2% respectively, thanks to stand out performances from NAB and HotelClub.
The report credits consistent tactical and promotional themes as drivers of high engagement and fan base growth. Facebook based competitions, special offers and relevant creative, visual and humorous posts underpin high performers across industries.
The performance of brand pages on Facebook are shown by category below.
Grocery
Most liked: 7-Eleven Australia – 292,598 fans
Most talked about: Coles – 18,060 people talking about page
Most engaged audience: Vinomofo – 28.2% engagement rate
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Banking and Financial
Most liked: Commonwealth Bank – 199,708 fans
Most talked about: Commonwealth Bank – 12,865 people talking about page
Most engaged audience: NAB – 29.8% engagement rate
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Travel – Airlines
Most liked: Qantas – 176,777 fans
Most talked about: Qantas – 4847 people talking about page
Most engaged audience: Thai Airways International Australia – 8.2% engagement rate
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FMCG – Snackfoods
Most liked: Pringles Australia – 1,026,237 fans
Most talked about: Pringles Australia – 14,324 people talking about page
Most engaged audience: Allen’s Lollies – 7.0% engagement rate
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FMCG – Beverages
Most liked: Coca-Cola Australia – 839,659 fans
Most talked about: Coca-Cola Australia – 4834 people talking about page
Most engaged audience: Gatorade Australia – 2.4% engagement rate
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Automotive
Most liked: Holden – 314,402 fans
Most talked about: BMW Australia – 4539 people talking about page
Most engaged audience: Audi Australia – 14.5% engagement rate
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Energy and Utilities
Most liked: Dodo Australia – 7649 fans
Most talked about: Sydney Water – 560 people talking about page
Most engaged audience: Sydney Water – 9.0% engagement rate
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Telecommunications
Most liked: Voadafone Australia – 180,976 fans
Most talked about: Telstra 24×7 – 2939 people talking about page
Most engaged audience: amaysim – 11.9% engagement rate
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Pharmaceuticals
Most liked: Panadol Australia – 48,834 fans
Most talked about: Ansell Condoms – 778 people talking about page
Most engaged audience: Leimo Hair Regrowth – 33.1% engagement rate
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Travel – Accommodation
Most liked: Wotif.com – 83,296 fans
Most talked about: HotelClub – 37,338 people talking about page
Most engaged audience: HotelClub – 39.6% engagement rate
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Retail – Departments stores
Most liked: CatchOfTheDay.com.au – 271,008 fans
Most talked about: DealsDirect – 11,564 people talking about page
Most engaged audience: oo.com.au – 13.3% engagement rate
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Retail – Fashion
Most liked: Jay Jays – 461,907 fans
Most talked about: Lorna Jane – 32,180 people talking about page
Most engaged audience: Witchery – 8.9% engagement rate
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The report analysed data captured automatically using Facebook APIs at 12 midday on Tuesday February 28, March 6, 13, 20 and 27, 2012. Averages of fan numbers and people talking about the brands across the days for selected brand pages were used to generate the statistics. The list of brands included is not exhaustive but intended to be “representative of those brands leading the way in each vertical”.
