Embed Size (px)
Citation preview
www.theonlinecircle.com // [email protected] // #fbreportAnalysed by Online Circle Digital
First Quarter 2015
Facebook Performance ReportAustralia
Australian Facebook Performance ReportFirst Quarter 2015 // #fbreport
www.theonlinecircle.com // [email protected] 2
Contents
Top 30 Facebook Pages by Engagement
Top 30 Facebook Pages by Fans
Top 20 Industries by Engagement
Top 20 Industries by Fans
Top 20 Industries by Fan Growth
Top Industry Extremes for Positive and Negative Fan Growth
Introduction
Airlines, Travel and Tourism
Alcohol - Beer, Wine and Cider
Alcohol - Spirits
Automotive - Manufacturers
Banks and Financial Institutions
Department and Online Stores
Education
Electronics
Entertainment
FMCG - Beverages
FMCG - Snack Foods
Government
Health, Beauty, Medical and Pharmaceutical
Insurance
Musicians and Bands
News and Magazines
Pets
Politics
Quick Serve Restaurants
Radio
Retail - Fashion
Retail - Grocery
Sports
Telecommunications
TV Channels and Networks
TV Shows
Utilities
Methodology
About Us
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Australian Facebook Performance ReportFirst Quarter 2015 // #fbreport
www.theonlinecircle.com // [email protected] 3
Introduction
Welcome to the First Quarter 2015 Edition of the Australian Facebook Performance Report. Our newest edition compares data from the 1st of January to the 31st of March 2015 with 20 categories and over 500 brand Pages.
The analysis was conducted by the Online Circle Digital Data and Insights team with data provided by our proprietary tool Social Pulse™.
What’s new?On the 6th of March 2015 Facebook announced that they would be removing inactive Facebook accounts. What we saw next was a massive decline in the number of ‘likes’ a Page had, with some categories suffering more significant losses than others.
Businesses that were measuring their success only by the number of people who ‘liked’ their Facebook Page experienced the greatest disappointment due to the loss.
The official statement said that Facebook would be removing certain inactive accounts from its network with the company warning brands that the scrubbing could result in decreased Like
counts. The accounts being removed included those that have been voluntarily deactivated by users, as well as ‘memorialised’ accounts which belong to deceased users, which are maintained by friends and family after a user’s death.
Some online critics went ahead to say that the removed accounts included fake accounts besides the ‘voluntary deactivated’.
The logic behind this move is to use Page Audience data to understand how brand followers react to the removal of deactivated accounts, as well as those belonging to the deceased. Facebook wants to give businesses ‘up-to-date insights’ on their Pages’ active followers.
Those industries that suffered the greatest loss were musicians/bands, TV shows and retail fashion. In Page 8 of this report we highlight the categories most affected by the changes.
If you don’t see your brand in this report and would like to add it to the next edition, you can email us at [email protected].
Last wordsThis report is not an opinion piece. It is here to supply you with benchmarks for Australian brands on Facebook. It can assist you in indentifying
tangible outputs and basic KPIs comparable to your category, but should not be used to drive your strategy and execution by itself.
Facebook has evolved from a social media platform to a mass media platform, from acquiring fans and basic engagement, to a platform for building brand awareness, preference, loyalty, trial, sales and more. Over the last few years Facebook has developed and evolved into a sophisticated media platform that requires refined, specialised and professional thinking and execution.
At Online Circle Digital, we manage some of Australia’s biggest brands in the digital space, creating digital strategy and execution driven by data and insights. If you think your product or service is ready to tap into Facebook professionally, contact us at: [email protected] or (03) 9696 7473
Lucio RibeiroHead of Strategy
www.theonlinecircle.com // [email protected]
* Top 30 Pages by Average Engagement (average of the seven day figures taken from 1 January to 31 March 2015).
For the full report visit: http://bit.ly/FacebookReportQ12015
www.theonlinecircle.com // [email protected]
* Top 30 Pages by number of fans on 31March 2015.
For the full report visit: http://bit.ly/FacebookReportQ12015
www.theonlinecircle.com // [email protected]
* Average fan growth per page for the Top 20 pages by fans per industry, 1 January to 31 March 2015.
Top 20 Industries by Fan Growth for First Quarter 2015* Data collated by Social Pulse™ andanalysed by Online Circle Digital
For the full report visit: http://bit.ly/FacebookReportQ12015
Download the full report at:http://bit.ly/FacebookReportQ12015
Or click on the link in the description below.
