This week it’s all about shoes, games and cars on our weekly showcase of The Dachis Group’s Social Business Index.
Our focus is on three global brands – the makers of Grand Theft Auto, a surf clothing favorite and an Indian-founded automotive company – as analyzed by Charles Lim of 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.
Tata Motors is an Indian multinational automotive manufacturing company headquartered in Mumbai, and its Tata Nano, largely touted as the “cheapest car in the world”, helped Tata Motors zoom past its competition. This rise in the index was due to Tata Nano’s Facebook page, which saw a lot of activity this past week due to a post about Anant Chaturdashi, which represents the last day of the Hindu festival of Ganeshotsav, during which Lord Ganesh is reborn.
This day fell on September 29th, and it is common for people to bring their Lord Ganesh idols from their homes and communities and immerse them in nearby bodies of water while singing and dancing. The post was simple, had a large picture showing thousands of people in the water with their idols, had a clear call to action to like the post and was made accessible by calling Lord Ganesh “our cutest guest of all.”
Largely however, Tata Nano’s Facebook page is unique. It’s obviously aimed to appeal to an English-speaking audience, but it pays homage to its unique Indian roots, evidenced by Indian cultural and spiritual events, quotes from Mahatma Gandhi as well as work within the community. Their page obviously caters to more upscale English-speaking Indians but it also speaks to non-Indian Westerners.
Overall, the page balances authenticity and relevance very well, helping it achieve greater appeal without losing its soul.
Take-Two Interactive Software
What is Take-Two Interactive Software you might ask? It is a major American publisher, developer, and distributor of video games, which include wildly successful titles such as the Grand Theft Auto series, the Midnight Club racing series, the Manhunt series and more recently BioShock. They also wholly own 2K Games, which publishes a slew of sports titles including basketball and baseball games.
It was the launch of their latest sports game entitled NBA 2K13, which helped Take-Two drive the lane and kick it out in the social world. The big “hoop-la” this week was triggered by a slew of media including information about the release of their demo, a livestream of the release party, relevant reviews from top critics, and video of the game’s television spot. Excitement for the game can be seen under the hashtag #NBA2K13 and in posts to the NBA2K13 Facebook page.
The lesson? For video game publishers, the release of a new game is a akin to a major movie release, therefore, feed the hunger of rabid fans before, during and after the release with relevant media to bring fans closer to the experience, incite anticipation, and engender purchase satisfaction.
While you may know Quiksilver for its association to surfing, skateboarding via DC Shoes, a wholly-owned subsidiary of Quiksilver, is what generated a lot of noise and discussion during the week. The catalyst? Sponsorships. In particular, DC Shoes’ association between popular pro skateboarder Rob Drydek and one of DC’s founders, professional rally car driver / Chief Brand Officer, Ken Block.
Posts about Dyerdek’s show Ridiculousness and news and media about Ken Block’s recent win at Rally America’s Olympus Rally, helped generate interest, discussion and conversation about DC Shoes through the lifestyle of its celebrity partners. It’s not a new tactic but it was smart of DC to ensure that the lifestyle of its partners can be experienced through every medium possible, including social media.
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.