A new report released today reveals that Macquarie is leading the way in customer engagement and has won the hearts of Aussies on social media. Macquarie took out top place in the most loved Aussie brands in finance, with the Big 4 Banks following behind – as revealed by the inaugural Australian NetBase Top 50 Brand Love List.
Top 5 Australian home-grown finance brands:
1. Macquarie
2. Westpac
3. ANZ
4. Commonwealth Bank
5. NAB
“We were very interested to see that Macquarie, who has a smaller social following, has beaten the Big Four Banks in the Australian Love List. We regularly see many brands pump out self-serving content with high media spend, but this doesn’t always translate to customer loyalty,” said NetBase Chief Marketing Officer, Paige Leidig.
“Brands need to ensure they are talking about topics their audiences care about and in a way that resonates with them. Social media is no longer a ‘nice to have’ but needs to play an integral part in every business and marketing strategy,” said Mr Leidig.
The finance Love List is part of a bigger NetBase Top 50 Love List, which takes a close look at brands across sectors that Aussies express the most love for in social media. NetBase use patented natural language processing technology to showcase the strongest, most positive consumer emotions towards brands.
Australians are showing the love to brands from overseas more than home-grown companies, according to the report. Instagram was revealed as the most loved brand in Australia with Telstra – ranking at only number 11 – the first Australian brand to make the overall list.
“Australians have a real love and passion for connectivity and social media with Social Media & SMS and Technology industries featuring heavily in the top 10 Love List. It could be due to Australia being so far away from the rest of the world geographically, that Aussies love the way social channels keep them connected to the rest of the world. This is quite different from the UK counterparts who tend to favour more luxury brands such as Chanel and Christian Dior,” said NetBase Chief Marketing Officer, Paige Leidig.
10 global brands loved by Australians were revealed as:
1. Instagram
2. Facebook
3. Amazon
4. Twitter
5. Apple
6. Snapchat
7. Pokémon
8. Pinterest
9. Etsy
10.Playstation / Sony
The Automotive (16%), Retail (16%) and Technology (14%) industries feature most within the overall Australian Top 50 Brand Love List, however that number is not reflected in the volume of mentions, with Social Media & SMS (71%) taking up a significant piece of the pie before eCommerce (8%) and Technology (6%).
This report heralds the arrival in Australia of NetBase, the global leader in enterprise social analytics, as recognised by Forrester*. While this is the inaugural Australian Love List, NetBase have previously compiled Love List Reports Globally as well as for the UK and France more specifically.
“It has been fascinating compiling the Australian Love List – we found quite a few differences between Aussies and their counterparts overseas. Social media has really won the hearts of Australians with five social media brands featuring in the overall top 10 Love List! In the UK, luxury brands such as Chanel and Christian Dior feature more heavily.
“We are here to help companies understand how to enhance their social media strategy to meet business goals such as boosting customer engagement; and build a tribe of loyal followers,” said Mr Leidig.
