The Works Sydney’s Jim Beam Australia page tops Facebook engagement beating out Telstra, Samsung, Audi and Malteasers’ pages
The Australian Facebook page of Jim Beam has the most engaged audience in Australia with more than a third of its fans interacting with it on a daily basis.
The bourbon whisky beat out Telstra, Samsung, Audi and Maltesers to claim top honours during the months of September, according to data from respected global social media and digital analytics company Socialbakers.
Jim Beam Australia’s Facebook page was developed and is managed by a dedicated team at independent Sydney agency The Works. In the past six months the number of fans to the page has rocketed by 380%.
More than a third (33.4%) of Jim Beam’s 119,000 plus Facebook fans, liked, commented or shared posts on its official page on any given day, according to Socialbakers figures.
Meanwhile coffee chain Jamaica Blue which has 57,000+ fans is well behind in second with 19.5%. Telstra’s crowd sourced support page Telstra 24/7 which has 186,000+ fans came in third with 19.4% of its fans engaged with its page daily. Muffin Break was fourth (18.4%) followed by Strike Bowling Bar with 16.5%.
The engagement level Facebook fans have with a brand is increasingly seen as the most important measure when it comes to their success in using the social network.
Socialbakers calculate the engagement rate based on the average number of likes, comments and shares per post on a given day, divided by the number of fans for the page.
Says Ray Noble, brand director – bourbon, Beam Global Australia: “Facebook allows us to interact with our consumers on a more personal level and we’re delighted that so many of them are literally liking what we’re doing with such large numbers of them engaging with our content on a daily basis.”
Says Jon Holloway, head of creative strategy at The Works: “Facebook is such an intriguing platform, working closely with the client and staying true to the personality of the brand we have managed to take simple steps towards being highly interactive with the people whole love the product. Sometimes it gets over complicated, simple content that is created with a real purpose makes it easy to be number one.”
Top 10 Brands by Daily Page Engagement Rate (Socialbakers ‘Social Media Report’ – September 2012):
1. Jim Beam Australia 33.4%
2. Jamaica Blue 19.5%
3. Telstra 24/7 19.4%
4. Muffin Break 18.4%
5. Strike Bowling Bar 16.5%
6. Black Milk Clothing 14.6%
7. Audi Australia 12.3%
8. STA Travel Australia 10.4%
9. Samsung Australia 10.4%
10. Maltesers Australia 9.7%
11 Comments
Not sure about that methodology…relatively high engagement rate – yes, but do they really think that 36,000 people are interacting with their posts every day?? An average post has 500-1000 “likes”, 30 ‘shares’ and maybe 100 comments. That doesn’t even hit 3%, let alone 30%.
Socialbakers need to do some brushing up on their maths.
Guys,
The BBDO run 5gum Australia Facebook website has a whopping 498k fans… who engage way more than Jim Beam. Their site dwarfs Jim Beam!
http://www.facebook.com/5GumANZ
Who is checking these figures!??!
Sounds like the agency and this ‘Social Bakers’ cooked the figures alright. Another example of an agency big noting themselves on fake figures.
Isn’t false advertising illegal?
Isn’t Black Milk more like 36%?
296,782 likes · 105,686 talking about this
The winner was BLACK MILK CLOTHING and the creative advertising genius of Cameron Parker. You said they’re no.6 but should be no. 1 with 36% engagement. What makes it all the MORE amazing how much they spent. (NADA)
Social Bakers data isn’t worth the pixels it is written on.
Dude! spot on… BLACK MILK CLOTHING… another one smashing Jim Beam and they’re posts of promo girls every 5 minutes… easy to get likes when you’re posting pics of women to blokes -take not The Works.
It’s actually “highest daily page engagement rate” which means that for ONE SINGLE DAY, Jim Beam had 33% of their fans engaging in something they did.
Good effort (including turning this into PR), but hardly “the most engaged audience in Australia”.
Nobody likes a good rant more than a CB audience, but sometimes, the facts are overlooked in haste 🙂
Agree 36,000 people may have been exposed to their posts but not actually actioned with them..
5Gum has literally no engagement, size of fan base is irrelevant.. Check the page, last post, 7 likes and 3 comments.. It’s a bit of a yawn fest..
The black milk calculation is incorrect based on the way FB engagement is actually calculated, people talking about it actually more to do with advertising than engagement.. Great page though and sure it will climb..
Another example of social media translating to sales
I finally tried the jimbeam black cherry 6 months ago, and now I see it’s getting taken off the shelves because it’s a slow seller. It’s a product that should have been promoted better ( maybe tastings) since trying it I have given it to a dozen other people who now love it as much as i do! And they to are now trying to find it on the odd shelf if you can find it. Hope it’s not the end of a fantastic product!