This document provides a social media report on major Australian retail brands from January 1st to September 30th, 2017. It analyzes their performance on Facebook, Twitter, and Instagram in terms of audience size, number of posts and engagement, most engaging content, and key takeaways. The report finds that Woolworths had the largest Facebook audience and engagement, Harvey Norman replied fastest to tweets, and Kmart posts featuring memes received high Instagram engagement. Retail brands were most engaging on Facebook compared to other networks.

1. Australian Retail Brands
Social Media Report
January 1st – September 30th, 2017

2. Table of Contents
• Industry Insight
• Leaderboard
• Share of Voice Snapshot
• Audience Size
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• Facebook – Estimated Reach and Impressions
• Instagram Hashtags
• Customer Service
• Most Engaging Content
• Key Takeaways
Brands analyzed in this report include: 7-Eleven, BIG W, City Beach, Coles, Jay Jays, Kmart, David Jones, Harvey Norman,
Kogan, Myer, Showpo, St Frock, Target, The Iconic, Woolworths.

3. Industry Insights
• With a growth rate of 30%, Showpo enjoyed the highest Fan Growth Rate among the brands analyzed on
Facebook.
• Taking just 4 hours, 44 minutes and 12 seconds on average, Harvey Norman replied fastest to
customers' Tweets.
• Among all the photo Posts by the Retail brands, the Gingham filter type had the best engagement.
• The average length of a YouTube video by a Retail brand is 2 minutes and 15 seconds.
• With 4,056 Posts, Showpo published the most among the analyzed Retail brands.
• Woolworths engaged the best with fans on Facebook.

4. Leaderboard
Network
Highest Audience Size
Coles
(1,216,271)
David Jones
(44,258)
Showpo
(1,301,772)
Highest Growth
Showpo
(29.58%)
7-Eleven
(45.76%)
Coles
(38.23%)
Highest Engagement
Woolworths
(995)
Harvey Norman
(850)
Kmart
(409)

5. Share Of Voice Snapshot
Network
Most Number of Posts
St Frock
(4,442)
Jay Jays
(1,013)
Showpo
(4,056)
Most Number of Likes
Showpo
(8,693,960)
Myer
(4,318)
Showpo
(46,530,154)
Most Number of Comments
Showpo
(10,372,946)
Harvey Norman
(1,950)
Showpo
(195,180)

6. 0.00M 0.20M 0.40M 0.60M 0.80M 1.00M 1.20M 1.40M
Coles
Showpo
Woolworths
Kmart
Target
The Iconic
Kogan
7-Eleven
BIG W
Myer
Harvey Norman
Jay Jays
St Frock
David Jones
Instagram Twitter Facebook
Audience Size
Coles had the largest audience size on Facebook (1,216,271). David Jones had the most number of
followers on Twitter (44,258) and Kmart had the largest audience on Instagram (565,675).

7. 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Woolworths
St Frock
Showpo
7-Eleven
Kmart
Coles
BIG W
Target
Jay Jays
Kogan
Number of Facebook Posts Engagement
Facebook Posts vs. Engagement
St. Frock published the most number of Posts on Facebook (4,442). Woolworths received the highest
engagement (995) and their most engaging Post was around a DIY fruit beverage boat using noodle floats.

8. 0 100 200 300 400 500 600 700 800 900 1,000
Harvey Norman
Coles
7-Eleven
Myer
City Beach
David Jones
The Iconic
Jay Jays
Showpo
Number of Tweets Engagement
Tweets vs. Engagement
Jay Jays published the most number of Tweets (1,000). Harvey Norman's Tweets around contests offering
gift cards, received the highest engagement (850).

9. 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Kmart
Jay Jays
Target
City Beach
Woolworths
The Iconic
Coles
St Frock
Myer
Showpo
Number of Instagram Posts Engagement
Instagram Posts vs. Engagement
Kmart's Posts, based around memes related to the brand or its products received the highest engagement
on Instagram (409). Showpo published the most number of Posts on Instagram (4,056).

10. 0.0M 0.2M 0.4M 0.6M 0.8M 1.0M 1.2M
Woolworths
Showpo
7-Eleven Australia
Coles
Target Australia
St Frock
Kmart Australia
BIG W
Harvey Norman
David Jones
Average Estimated Reach Average Estimated Impressions
Facebook – Estimated Reach and Impressions
Woolworths had the highest average estimated Reach and Impressions (672,457 and 1,115,805 respectively).

11. Instagram Hashtags
Showpo used their hashtag #showpo 2,836 times.
0 500 1,000 1,500 2,000 2,500 3,000
#getinmybelly (Woolsworths)
#foodie (Coles)
#livebigforless (Big W)
#ownit (Jay Jays)
#kmartaustralia (Kmart)
#foundattarget (Target)
#citybeach (City Beach)
#welove (St Frock)
#theiconic (The Iconic)
#showpo (showpo)
Number of Posts

12. Customer Service – Reply Time (inminutes)
Kmart had the fastest reply time on Facebook (8 hours 15 minutes) and Harvey Norman replied the fastest
on Twitter (4 hours 44 minutes).
0 500 1,000 1,500 2,000 2,500
Kmart
Harvey Norman
City Beach
Target
7-Eleven
David Jones
Myer
Kogan
Coles
The Iconic
Jay Jays
Reply Time on Twitter Reply Time on Facebook

13. Customer Service – Response Rate
Coles had the best response rate on Facebook (94%) and on Twitter (67%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Target
Coles
7-Eleven
Kogan
Woolworths
Kmart
Myer
Harvey Norman
City Beach
The Iconic
Response Rate on Twitter Response Rate on Facebook

14. Most Engaging Facebook Posts
Showpo
Click here for Showpo’s Post
Vodka 1, Me 0.
Credit @b1tchbible
ENGMT. LIKES COMMENTS SHARES
1,000 3,321 8,424 428
Showpo
Click here for Showpo’s Post
Tag your bestie
Credit Country Living Magazine
St Frock
Click here for St Frock’s Post
Now I bet you've got this song stuck in your
head like I do! #lol
ENGMT. LIKES COMMENTS SHARES
1,000 3,223 11,315 846
ENGMT. LIKES COMMENTS SHARES
1,000 4,895 4,305 245

15. We're bringing @katyperry's Witness tour
down under!
Click here for Myer’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 1,480 165 232
Most Engaging Tweets
Witness this: @KatyPerry is coming to Myer
Sydney on Friday 30 June!
100's more Harvey Norman jellybeans
courtesy of Gerry! RT & Reply how
many to win a $100 Gift Card!
Click here for Myer’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 952 29 386
Click here for Harvey Norman’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 48 102 179
Myer Myer Harvey Norman

16. We love a good Kmart meme! Thanks for
sharing this one @themerrygoround_
#kmartaus #kmartaustralia ..
Click here for Kmart’s Post
ENGMT. LIKES COMMENTS FILTER
886 16,744 1,383 Normal
Most Engaging Instagram Posts
Click here for Kmart’s Post
ENGMT. LIKES COMMENTS FILTER
848 8,519 2,191 Normal
Kmart Kmart
Too cute! We can't get enough of these
pets wearing our $10 unicorn
costumes. Thanks for sharing @l..
Click here for Showpo’s Post
ENGMT. LIKES COMMENTS FILTER
879 44,635 934 Normal
Showpo
Omg, adorable!! Those rolls via @ladyluxury

17. Key Takeaways
• Retail brands receive more 2x and 3x more engagement on Facebook than on Twitter and Instagram
respectively.
• During this period, brands promoted 64% of all their Facebook Posts.
• On Facebook, Posts that feature memes garnered the best engagement.
• Tweets around contests and celebrity sponsored messages resonated well with Followers.
• On Instagram, retail brands experience great engagement on content sourced from Instagrammers that
featured their products.

18. Thank You
For more information, please contact us at team@unmetric.com.