Our weekly showcase of The Dachis Group's Social Business Index highlights brands in a range of verticals from publishing and retail to travel, with the Dacchis team focusing this week on Vivendi and Colgate-Palmolive.

We also survey the top twenty listings of the Social Business Index, a real-time ranking of 30,000+ multinationals' performance in social.


Analyzed by David Mastronardi

Emeli Sandé, the Capitol Records recording artist, had a big week with two television appearances: a 1/29 performance on the Today Show and a 2/1 musical guest spot on The Late Show. Sandé’s audience exhibited second-screen watching tendencies, a trend we learned during the Super Bowl has become de facto behavior for millions of consumers.

Advocates of the UK-based singer were instrumental in generating earned media, pushing news of her performances out to friends and family. Looking more closely at the data, we notice advocate participation levels differ across the two appearances. The Tuesday Morning Today Show appearance generated much more activity than did the Friday late night audience. Girls’ night out? 

Analyzed by Joe Pinaire

This week Colgate-Palmolive published a bevy of original photo content on Facebook, connecting with consumers on an emotional level to illustrate the benefits of maintaining a healthy mouth.  Their approach isn’t rocket science, but we’re finding more and more that the difference between decent performing brands and strong performing brands lies in their intent to provide fans with quality content. 

Using social engagement to measure Colgate’s intent, the brand earned an average of 1,500 engagements (i.e. likes, comments, shares) across four photo posts; the posts were guided by the approach outlined above. We can tell that Colgate is emphatic about using content to communicate the brand’s benefits through the quality of said content and the high levels of engagement they’re earning, creating a mutually beneficent relationship in which both the brand and fans have good reason to smile.

Heather Taylor

Published 11 February, 2013 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

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