With this week's snapshot of The Dachis Group's Social Business Index, we're showcasing three brands - a dutch beer favourite, the people behind Nutella, and a major credit card company – as analyzed by the Dachis Group team.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.
Stephanie Fuller, Social Business Strategy, Dachis Group:
Heineken is riding the summer festival wave, and it’s riding high. Jumping 8 spots to be No. 96 on the list, the company has found success in a seasonally relevant Facebook post that hits at an intrinsically shared love for music.
The refreshing alcoholic beverage is sponsoring the Jammin’ Festival in Milan and supplemented their pun-happy post last week with an awesomely fitting image of a crowd comprised of Heineken bottles holding up a crowd-surfing bottle and a silhouette of a band rocking out on stage in the background.
The personification of the Heineken bottle and its associated pun in the copy is a cheeky take on product marketing, and it obviously worked—the post was shared over 5,800 times and received over 27,000 likes from their impressive fan base of 7.4 million. It’s lighthearted, and the messaging aligns beautifully with the spirit of summer that Heineken seeks to capture.
Allison Squires, Strategy Associate, Dachis Group:
Ferrero International rose 35 points this week due to its sweet and playful Nutella Facebook page. The brand constantly offers fans engaging images, inspirational notes, and fun games. A particular image with hidden jars of Nutella asked fans how many of the seven hidden jars they could find, and Nutella-lovers ate it up.
The fun continued even after the answer was provided, as fans enjoyed telling their friends how many jars they found and asking their friends if they could find each hidden jars. This post garnered over 20 thousand likes, 4 thousand comments and almost 3 thousand shares, showing that Nutella's fan base enjoys its product both online and in stores.
Stephanie Fuller, Social Business Strategy, Dachis Group
It’s no secret American Express is socially savvy. Between their Twitter Sync campaign launched publicly at SXSW and the introduction of Small Business Saturday, these movements have secured their role as innovators in the social space.
Nonetheless, it wasn’t a huge announcement that moved American Express 11 spots up from No. 99 to 88 last week. A simple, patriotic image of an American flag with the copy “Happy Birthday, America” was shared over 7,000 times and liked over 16,000 times. It should be noted this is their US-specific Facebook presence, and that the succinct, beautiful and poignant post compelled AMEX’s fans to share something they related to.
This simple, but moving, tactic propelled AMEX further up the ranks of the social business index.
Editors note: The Social Business Index, a free ranking compiled by The Dachis Group, is based on the analysis of conversations on Twitter, Facebook, YouTube, and other social platforms. The index is based on the execution and effectiveness of businesses at driving outcomes such as brand awareness, content sharing, and advocacy.