The Dachis Group has analyzed three well-known brands – Chrysler, Renault and Mattel - to see why they are faring better in the social space this week.
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.
Chrysler
Analyzed by Joe Pinaire, Strategy Associate
Chrysler's Dodge and Jeep divisions earned high levels of engagement from their Facebook fans this past week. Examining the Facebook pages of each division, one will quickly notice a plethora of bright and bold photos of unique cars.
Both brands featured event photos from the 2012 SEMA (Specialty Equipment Market Association) Show, providing Facebook fans with a behind the scenes look at the exclusive show. Dodge even produced a livestream of the SEMA event to keep fanatics in-tune in real time. In total on Facebook, Dodge earned almost 71,000 social engagements across six photos, while Jeep received about 28,000 engagements across three photo albums.
Content is a brand's primary social currency and those who understand this will reap the fruits of their labor just as Dodge and Jeep did during the 2012 SEMA Show.
Renault
Analyzed by Ahmed Khamash
Recently, Renault has made great use of event photography and video to capture the essence of their brand events and auto shows, bringing them directly into the social feeds of their fans.
The Renault Brazil Facebook page featured an extensive set of images from the recent Sao Paulo International Auto Show. Similarly, the Renault Turkey page gave fans a look at new and concept models that were showcased at the Istanbul Auto Show. On the Renault India page, the brand featured images from a recent sponsorship event at an F1 race in Jaipur, Spirit of F1.
This array of event photography and content spurred a large amount of engagement from auto-enthusiasts and Renault fans, and was the key driver for Renault's climb in the rankings.
Mattel
Analyzed by Joe Pinaire, Strategy Associate
Mattel's lift in social media this week was primarily driven by the YouTube and Facebook pages of the brand's most popular fashion doll, Barbie. Most notably, they're using their Facebook page to promote a Barbie-based YouTube series: Life in the Dreamhouse.
This week, the release of a new episode entitled The Shrinkenator caused quite a stir among their fans and it's obvious the brand knows these webisodes are a winner: they've pinned the video promo post at the top of their wall so that it's the first piece of content fans see when they arrive on the page.
And the proof is in the pudding as the post has received almost 10,000 Facebook engagements since its publishing. What's more, they're using a shortened link to measure traffic from their Facebook page to the YouTube video and we're quite certain that more people are clicking on the link than taking a social action on the post--the video has around 140,000 views.
It should be noted that link clicks are crucial in posts like this one, as they're driving users to the brand's desired endpoint: the video content.
As such, social marketers should always consider the volume of link clicks when determining whether a piece of content is successful. Just because fans don't necessarily take a "social" action doesn't mean people aren't engaging with your content.
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.
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