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This week it's all about sports and whiskey on our weekly showcase of The Dachis Group's Social Business Index.
Our focus is on two well-known brands – Olympic sponsoring footwear specialist and a drinks distributor – as analyzed by Stephanie Fuller of the Dachis Group team.
We've also taken 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.
Foot Locker has found its footing in social this week, hitting the 113th spot on the SBI rankings from No.128. Video content got them there--a huge push last week of new commercial spots featuring the stars of the ever-entertaining USA Basketball team.
Five videos were uploaded last week featuring the gold medal winners, namely Oklahoma City Thunder’s rising stars Russell Westbrook and James Harden and the Knicks’ go-to-man, Carmelo Anthony. The commercial clips had a great sense of humor as well, light heartedly poking fun at the players while rocking the Foot Locker duds.
The videos will draw even more engagement because of where they live. After being promoted within the timeline, the videos are hosted on their YouTube channel and a “Videos” app on the Foot Locker page, accessible to fans at any time. “Tear Away” got the most love of all the clips, viewed over 900,000 times on YouTube and shared over 2,800 times and “liked” more than 12,000 times on Facebook.
Jack Daniels has jumped 8 spots in this week’s rankings with the help of a new app promoted on their Facebook page. Encouraging their devoted whiskey-slinging fans to show their love for Jack themselves by playing brand copywriter, fans can create their own customized Jack Daniels poster within the app.
There are some notable attributes to this app that are worth sharing--literally. The app is completely built around sharability. Not only can the app itself be shared, the posters you create can be shared among your social graph as well.
The whole purpose is to show your affinity for the brand in your own words, and tell your friends--increasing the chances participant’s friends will see their poster and decide to join in the fun as well. Using identifiable branding imagery and typography, the posters look beautiful and will surely grab Jack Daniel’s fans attentions in the newsfeed.
It is activities like this that keep their 3.2 million fans active and engaged on the page. Keeping engagements short and sweet makes the barrier of entry low, while the sharing-centric functionality of the app creates a high volume of return for the brand. A visibly good investment overall.
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.