The state (and stats) of Social : Sensis Report 2017

Social Media Stats

It’s that time of year when digital geeks and Social Media addicts like us get their fix of the stats, graphs & shiny percentage growths from their ‘enabler’, the Sensis Social Media Report.

What we most love about this trusty research, apart from its concise nature and easy-to-eat graphics, is that it reports specifically (and thoroughly) on the state of social media in Australia.  As with many pursuits, we do things differently in this wide land. It’s great to have fresh insights into the usage, adoption and other trends across the social platforms by our own audiences and brands.

Gathering information from 800 consumers and 1100 Australian Businesses, the report delivers some interesting figures on the growth of Social Media in Australia and on how people are using it.  Most tellingly, 8 in 10 Australians are on social, a climb of 10 points since 2016.  Also worth noting are the times of day when people here are using social media. We froth on intel like this… it guides us in the scheduling and posting of content for our brands, allowing us to gain maximum reach at the best times.



Australian Social Media Usage

Source: Sensis Social Media Report 2017


When it comes to brands and big businesses, it’s reported that Aussie users show “increased levels of trust for brands that interact with customers in a positive way on social media (up from 52% to 64%) and businesses with engaging and relevant content (up from 52% to 63%).”

There are growing indicators that people are more likely to check out a brand’s social media vibe before making a purchase, too. When people were asked what was most likely to deter them from following a brand, ‘irrelevant content’, ‘too many ads’ and ‘excessive content’ were the reasons given.


As to why people are following, conversing and engaging with brands on social, well the reasons differ:

Reasons for following brands on Social Media

Source: Sensis Social Media Report 2017

For brands, the objectives are somewhat clearer: “The leading reason why businesses use social media is to assist the marketing and sales function. Providing a line of contact is also a relatively influential factor. ”  For our beloved brands, it’s a similar story: having platforms where that 2-way communication can exist, as well as getting authentic & entertaining content out to targeted audiences is invaluable.

An interesting stat that we found validates our efforts (Yay us!!) is that 100% of Large Businesses who outsource their social strategies are trusting them to a Digital, Web or Internet Agency (such as New Beach Media ), over PR agencies or Specialist Social Media agencies.

Makes sense, really.

To produce the kind of content that gets the right reactions, having a full service agency with a nimble team is desirable. With the ability to shoot, create, post, boost & report, we really are the ‘one-stop shop’ that bigger brands are seeking.


Large Businesses Outsource Social Media

Social Media Budget Allocation

Source: Sensis Social Media Report 2017




The full 2017 Sensis Social Media Report is a worthy read, even if your eyes normally glaze over at stats. It serves as an insightful guide of how we ride this behemoth wave that is Social Media in Australia.

Ever had a tingle go viral?

Well, we just did.   In a good way.

As part of our regular community conversation with followers and fans of our client Original Source‘s Facebook Page, our turbo-powered Social Media Ninja, Rhys Morrow reacted with his trademark speed and on-brand wit when he saw this comment from a fan with a burning issue:

Dear original source australia after buying a bottle of your mint and tea tree body wash. I began to wash my private parts, i started to notice a sudden light tingling on my ballsack witch withing 30 second had truned it to a light burning as i started to wash the body wash off it had occurred to me that the burning feeling had spread to my other private parts including my asshole and foreskin. Alltho now my balls smell like a peppermint slice it was not worth trying to wash my balls off in the sink with cold water for 5 minutes … Just a head up for further conplants yours truly Hugh Glashoff

[Hugh’s typo’s, not ours ]

Facebook Post Burning Balls


Never one to miss a beat  (in this case, literally), Rhys responded to Hugh’s tender plight in the friendly, authentic and fun-loving voice that he’s perfected over the two years we’ve been speaking on behalf of OS on their social platforms. He nailed it:

“Cheers for the in-depth message Hugh. Our Mint & Tea Tree definitely has some TINGLE to it. We’re sorry to hear about your nether regions. We do recommend not to leave on your privates for too long. How can we make it up to you. Maybe a different flavour?”

Original Source Mint Response


Well, it went nuts.

At time of publishing this post, it’s had over 26,000 likes
Over 12,000 comments
and over 3,000 shares
Rhysy’s response has had over 15,000 likes in itself
(and OS has had over 1,400 page likes from it so far)


It’s also been picked up by the Daily Telegraph, (home pages of both), and as we type, on The LAD Bible.

original-source-facebook-post-tingle-mint-ballsViral Post Burning Balls


Now Original Source are well aware that their very popular and rather tingling Mint & Tea Tree shower gel is somewhat, ahem, disruptive. It’s a common topic of discussion on their social platforms and in posts such as this.  It certainly gets the fans creatively describing their shower experiences and inquisitive purchasers eager to see what the fuss is about.

What we love about Original Source is that, as a fun, straight-talking, loud & proud brand, they are willing to adopt new methods of reaching out to their core consumers. In having real-time, authentic conversations with the likes of Hugh and his tingly bits, we’re giving people a chuckle, a story to tell and above all, making the product memorable.


“It’s the latest example of the way businesses big and small are increasingly using humour to respond to customer complaints on social media.
… In this case, he made a complaint but he did it in a joking way. So it’s appropriate in that case to follow the tone set by the consumer. But they did do the right thing in that they dealt with it seriously as well by saying how can we make it up to you. Had they not done that, then that would have been a fail.”


Social Media and ROI

The measure of success for many business is seeing bucks in your till (or wallet). Knowing that the money you have invested in a social media strategy or a digital campaign has undoubtedly been made… and amplified… is the return on investment that was previously quite difficult to gauge.

The kind of statistics that marketers would once have dreamed of are now achievable and measurable. The level of customer engagement is heightened through social media activity and the marketing costs are a fraction of the costs of more traditional methods.

This sleek and sophisticated video from MDGadvertising delivers some sexy stats and does much to explain and decipher the best ways to measure ROI on your social media marketing.

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