Tag Archives: Kiwis

Latest NZ Social Media Statistics

If there was any doubt about the spread of social media in New Zealand, the release by Statistics New Zealand of the findings of the 2012 Household Use of Information and Communication Technology study should quickly put to any concerns to rest.

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Two out of every three of the 2.8 million New Zealanders Over 15 who went online between December 2011 and September 2012 accessed social networks, according to the report. Think of that result as cumulative social media reach.

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These numbers will come as no surprise to those who have been following social media regularly, but consider them official confirmation.

If you’re wondering exactly which social networks were worthy of Kiwi attention in 2012, Nielsen Online Ratings data from December 2012 can answer that question:

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Not much of a race. Since it slipped past Bebo and took over as the Number 1 New Zealand Social Media destination in April 2009, Facebook has gone from strength to strength in this country (as, indeed, it has elsewhere on the planet).

Younger users may gripe that the site is no longer cool (now their parents and grandparents are on Facebook), but so far there are no meaningful alternatives. For now, at least, long live the king!

  • If you’d like to know more about Social Media in New Zealand (and how to use it effectively to market your organisation), check out our courses.

For other data from the Statistics New Zealand survey (specifically, the latest NZ ecommerce statistics, with details of how many Kiwis are now shopping online), please refer to the article on our eCommerce.org.nz resource site.

 

NZ’s Leading Pinterest Pages

We’re slowly assembling a database of Pinterest Pages created by or for NZ businesses and we’d welcome your input. Please tell us in the comments about any NZ business pages on Pinterest with more than 100 followers (yes, as few as that — Pinterest is still an acquired taste for most New Zealand marketers, and Kiwi companies have only a fraction of the followers on Pinterest when compared to the numbers they have attracted on Facebook or Twitter).

On the inevitably-flawed basis of the 497 NZ Pinterest Pages we’ve collected and analysed so far, here are the Top Ten Kiwi pages (ranked by Numbers of Followers), as at March 12 2013:

10. Black Cow Nz (mystichillsnz) — 551 Followers

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9. DressMePretty .Co.NZ (DressMePrettyNZ) — 592 Followers

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8. Good as Gold (goodasgold) — 690 Followers

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7. Glassons (glassons) — 866 Followers

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6. Farmers – Your Store (farmersnz) — 918 Followers

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5. Superette (superettestore) — 978 Followers

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4. Pure New Zealand (purenewzealand) — 1192 Followers

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3. Styled NZ (StyledNZ) — 2,215 Followers

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2. Air New Zealand (airnewzealand) — 2,338 Followers

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And, leading the charge (and, frankly, way, way out in front):

1. Michelle Halford (mgrim) — 15,808 Followers

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NB: We’ve included Michelle in this list because her blog accepts advertising and sponsorship revenues, which from our perspective makes her operation a business. We left out a large number of other Kiwis who might otherwise belong on this list because, at least from what we could observe, they pin for pleasure rather than for business purposes.

 

Content Types

The types of Pinterest pages that are topping the polls here are no real surprise. As we noted in an earlier article, these are the most popular content types on Pinterest:

If your product falls within one of those categories, we recommend that you consider adding a Pinterest Page to your product portfolio, sooner rather than later — 291,000 Kiwi consumers visited the site in December 2012, according to Nielsen Online Ratings. That may be only about a tenth of the number of NZ visitors attracted to Facebook, but it’s still a sizeable chunk of potential buyers of your products or services.

PS We would be remiss if we didn’t mention that we cover Pinterest in detail in Lesson Two of our Advanced Social Media Marketing course.

 

The Hobbit, The Facebook and The Wisdom Of The Crowd

New Zealand has been a little obsessed with The Hobbit in the lead-up to the world premiere — well, the NZ media have, anyway, with more television coverage devoted to the meanderings of Middle Earthers than with anything since the Rugby World Cup.

But, we wondered, has all this media attention translated into word of mouth amongst the people? What do us ordinary folks think about all this palaver? Are we mere mortals talking about The Hobbit as much as we might?

We delved into our ongoing monitor of some 8000 NZ and NZ-related Facebook pages to find out.

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If we look back to the beginning of 2012, we find that The Hobbit‘s Facebook page had 385,739 likes and 8,202 People Talking About the page on the 29th of January.

Fast-forward ten months to today, 1 December 2012 (with the movie’s release just under two weeks away), and those numbers read 830,164 likes and 120,395 People Talking. Massive gains, especially when it comes to the buzz.

There’s a bit more to Middle Earth than just The Hobbit, of course. There’s Air New Zealand and its Hobbit-themed marketing, another 68,633 chatting about the inhabitants of the Shire:

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Add in another 30,167 supporting 100% Pure New Zealand as our tourism marketing kicks into full swing behind the movie:

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And, of course, let’s not forget our very own Sir Peter Jackson, whose own Facebook page has been attracting the attention of another 92,935 wanting to be heard.

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And last, but by no means least, there’s the mothership itself, the Facebook page patrolled by nearly eleven million followers of The Lord Of The Rings Trilogy. 236,547 are Talking About that page — and you can be assured that a healthy number of those are focussed on The Hobbit round about now.

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Add up all the chitchat (just on these official pages) and that translates to more than half a million Facebook mentions of The Precious, just by one simple measure alone. Not all Kiwis, of course, but clearly the Crowd is indeed Wise when it comes to the Third Age.

The Hobbit Likes: Trending Upwards

We took a look at the three primary Hobbit-related Facebook pages (The Hobbit, Peter Jackson and The Lord of The Rings Trilogy) over the last three months. Once we indexed the pages against their starting positions (i.e. the number of Likes for the first week shown), we saw steady growth, with people Liking The Hobbit up nearly a quarter in that time period:

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Our conclusion from all this number-crunching: The Hobbit has indeed attracted solid word of mouth thus far, both locally and internationally, not just media hype. With two more movies still to go, we can expect the buzzing to continue for the next eighteen months, at least.