Facebook Performance Report Australia First Quarter 2015 Analysed by Online Circle Digital www.theonlinecircle.com // [email protected] // #fbreport Contents Australian Facebook Performance Report First Quarter 2015 // #fbreport Top 30 Facebook Pages by Engagement 3 Government 21 Top 30 Facebook Pages by Fans 4 Health, Beauty, Medical 22 and Pharmaceutical Top 20 Industries by Engagement 5 Insurance 23 Top 20 Industries by Fans 6 Musicians and Bands 24 Top 20 Industries by Fan Growth 7 News and Magazines 25 Top Industry Extremes for Positive and 8 Negative Fan Growth Pets 26 Introduction 9 Politics 27 Airlines, Travel and Tourism 10 Quick Serve Restaurants 28 Alcohol - Beer, Wine and Cider 11 Radio 29 Alcohol - Spirits 12 Retail - Fashion 30 Automotive - Manufacturers 13 Retail - Grocery 31 Banks and Financial Institutions 14 Sports 32 Department and Online Stores 15 Telecommunications 33 Education 16 TV Channels and Networks 34 Electronics 17 TV Shows 35 Entertainment 18 Utilities 36 FMCG - Beverages 19 Methodology 37 FMCG - Snack Foods 20 About Us 38 www.theonlinecircle.com // [email protected] 2 Data collated by Social Pulse™ and Top 30 Facebook Pages by Engagement for First Quarter 2015* analysed by Online Circle Digital Fifi and Dave Nova 937 Seven News 1 897,834 11 370,609 21 159,718 2Day FM Nova 100 ABC News 2 820,114 12 361,656 22 159,434 Hit107 Nova 919 Babyology 3 620,934 13 325,777 23 156,652 KIIS 1065 9 News Courier Mail 4 527,188 14 294,342 24 149,887 Australia.com The Edge 96.1 Girlfriend Magazine Australia 5 490,649 15 283,807 25 131,910 Hit105 TODAY The Sydney Morning Herald - smh.com.au 6 469,494 16 249,360 26 118,212 Fox FM FOX Sports Australia news.com.au 7 457,150 17 223,021 27 114,535 Mamamia Schoolies Kidspot 8 436,237 18 205,414 28 111,051 Sunrise Nova 106.9 Ministry of Sound 9 432,724 19 188,682 29 101,189 Hot FM Mackay New Idea Magazine Queensland Police Service 10 431,215 20 165,792 30 93,273 * Top 30 Pages by Average Engagement (average of the seven day figures taken from 1 January to 31 March 2015). www.theonlinecircle.com // [email protected] Data collated by Social Pulse™ and Top 30 Facebook Pages by Fans for First Quarter 2015* analysed by Online Circle Digital Australia.com McDonald’s Australia BONDS 1 6,163,387 11 1,106,041 21 853,872 Bananas in Pyjamas Lorna Jane 9 News 2 2,706,467 12 1,059,354 22 850,274 Visit Gold Coast, Queensland, The Veronicas Domino’s Pizza - Australia Australia 3 2,367,031 13 983,614 23 843,747 Hamish & Andy The Voice Australia The X Factor - Australia 4 2,117,758 14 977,635 24 838,493 Sydney.com Angus and Julia Stone triple j 5 1,790,087 15 973,165 25 834,086 MasterChef Australia Samsung Australia Coles 6 1,407,827 16 971,168 26 831,421 Home and Away Coca-Cola Australia Big Brother Australia 7 1,383,039 17 948,393 27 821,138 [yellow tail] DJ Havana Brown Michelle Bridges 8 18 28 12 Week Body Transformation 1,363,487 936,764 818,153 Visit Queensland, Australia [V] Music - Channel [V] Australia Subway Australia 9 1,131,949 19 888,225 29 771,823 ABC News Foxtel Men’s Health Magazine Australia 10 1,112,218 20 854,249 30 750,771 * Top 30 Pages by number of fans on 31March 2015. www.theonlinecircle.com // [email protected] Data collated by Social Pulse™ and Top 20 Industries by Engagement for First Quarter 2015* analysed by Online Circle Digital Radio 299,582 Newspapers and Magazines 95,231 TV - Shows 66,372 Airlines, Travel and Tourism 45,846 TV Channels and Networks 25,521 Musicians and Bands 18,001 Sports 17,810 Government 13,510 Politics 11,532 Department and Online Stores 8,511 Education 5,035 Entertainment 4,812 Electronics 4,735 FMCG Snack Foods 4,596 Quick Serve Restaurants 4,468 Pets 4,207 Retail - Fashion 3,675 Retail - Grocery 3,630 Banks 3,438 Alcohol - Beer, Wine and Cider 3,161 * Average weekly engagement per page for the Top 20 pages by engagement per industry, 1 January to 31 March 2015. www.theonlinecircle.com // [email protected] Data collated by Social Pulse™ and Top 20 Industries by Fans for First Quarter 2015* analysed by Online Circle Digital Airlines, Travel and Tourism 803,460 TV Shows 800,224 Musicians and Bands 508,846 News and Magazines 445,198 Sports 430,834 Department and Online Stores 407,589 Retail - Fashion 403,347 Radio 378,224 FMCG - Snack Foods 328,289 Quick Serve Restaurants 317,918 Electronics 309,535 TV Channels and Networks 305,930 FMCG - Beverages 259,894 Retail - Grocery 213,505 Health, Beauty, Medical 201,366 and Pharmaceutical Automotive Manufacturers 181,453 Government 174,804 Alcohol - Beer, Wine and Cider 158,395 Education 154,795 Alcohol - Spirits 124,740 * Average fans per page for the Top 20 pages by fans per industry, 1 January to 31 March 2015. www.theonlinecircle.com // [email protected] Data collated by Social Pulse™ and Top 20 Industries by Fan Growth for First Quarter 2015* analysed by Online Circle Digital News and Magazines 34,104 Radio 23,854 Airlines, Travel and Tourism 13,617 Education 9,087 Sports 7,825 TV Channels and Networks 5,676 Department and Online Stores 5,657 Government 5,258 Entertainment 3,164 Politics 2,909 Alcohol - Beer, Wine and Cider 2,560 FMCG - Snack Foods 2,556 Banks and 2,434 Financial Institutions Utilities 1,425 Pets 1,052 Insurance 661 Telecommunications -20 Retail - Grocery -2,167 Automotive - Manufacturers -2,457 Alcohol - Spirits -4,751 * Average fan growth per page for the Top 20 pages by fans per industry, 1 January to 31 March 2015. www.theonlinecircle.com // [email protected] Data collated by Social Pulse™ and Top Industry Extremes for Positive and Negative Fan Growth in First Quarter 2015* analysed by Online Circle Digital News and Magazines 34,104 Radio 23,854 Airlines, Travel and Tourism 13,617 Education 9,087 Sports 7,825 TV Channels and Networks 5,676 Department and Online Stores 5,657 Government 5,258 Entertainment 3,164 Politics 2,909 Alcohol - Beer, Wine and Cider 2,560 FMCG - Snack Foods 2,556 Alcohol - Spirits -4,751 Health, Beauty, Medical -6,752 and Pharmaceutical Electronics -9,489 Quick Serve Restaurants -11,779 FMCG - Beverages -16,059 Retail - Fashion -18,860 TV Shows -28,681 Musicians and Bands -32,125 * Average fan growth/decline per page for the Top 20 pages by fans per industry, 1 January to 31 March 2015. www.theonlinecircle.com // [email protected] Introduction Australian Facebook Performance Report First Quarter 2015 // #fbreport Welcome to the First Quarter counts. The accounts being removed included tangible outputs and basic KPIs comparable to those that have been voluntarily deactivated by your category, but should not be used to drive 2015 Edition of the Australian users, as well as ‘memorialised’ accounts which your strategy and execution by itself. belong to deceased users, which are maintained Facebook Performance Report. Facebook has evolved from a social media by friends and family after a user’s death. Our newest edition compares data from the 1st platform to a mass media platform, from acquiring of January to the 31st of March 2015 with 20 Some online critics went ahead to say that the fans and basic engagement, to a platform for categories and over 500 brand Pages. removed accounts included fake accounts besides building brand awareness, preference, loyalty, trial, the ‘voluntary deactivated’. sales and more. Over the last few years Facebook The analysis was conducted by the Online Circle has developed and evolved into a sophisticated Digital Data and Insights team with data provided The logic behind this move is to use Page Audience media platform that requires refined, specialised by our proprietary tool Social Pulse™. data to understand how brand followers react to and professional thinking and execution. the removal of deactivated accounts, as well as What’s new? those belonging to the deceased. Facebook wants At Online Circle Digital, we manage some of On the 6th of March 2015 Facebook announced to give businesses ‘up-to-date insights’ on their Australia’s biggest brands in the digital space, that they would be removing inactive Facebook Pages’ active followers. creating digital strategy and execution driven accounts. What we saw next was a massive decline by data and insights. If you think your product Those industries that suffered the greatest loss in the number of ‘likes’ a Page had, with some or service is ready to tap into Facebook were musicians/bands, TV shows and retail categories suffering more significant losses than professionally, contact us at: fashion. In Page 8 of this report we highlight the others. [email protected] or (03) 9696 7473 categories most affected by the changes. Businesses that were measuring their success If you don’t see your brand in this report and only by the number of people who ‘liked’ Lucio Ribeiro would like to add it to the next edition, you can their Facebook Page experienced the greatest Head of Strategy email us at [email protected]. disappointment due to the loss. The official statement said that Facebook would Last words be removing certain inactive accounts from its This report is not an opinion piece. It is here to network with the company warning brands that supply you with benchmarks for Australian brands the scrubbing could result in decreased Like on Facebook.