SBI: Subway proves food porn is a winner

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Posted 19 July 2012 15:34pm by Heather Taylor with 0 comments

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This week it's all about food and games on our weekly showcase of The Dachis Group's Social Business Index.

Our focus is on three well-known brands - the world's largest sandwich chain, a specialty grocery store, and the people behind Monopoly – as analyzed by Lauren Picarello 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.

Subway 

The world's largest submarine sandwich chain jumped 20 spots in this week's Social Business Index. Now holding at #107, it was the loyal fans on Subway's Facebook Timeline that gave the brand a social boost this past week.

For example, a Friday the 13th post about Subway's Ultimate Veggie sandwich received nearly 10,000 likes, 800 comments and 700 shares. The brand's 14 million fans seem to maintain consistent engagement, especially with the brand's most basic content -- photos of the sandwiches.

Looking back, it's the pictures of the Buffalo Chicken Footlong and the standard turkey with avocado that receive the most buzz on the page, by a longshot. Subway didn't always focus in on product shots on its Facebook page, but now the brand is reaping the benefits of a good old fashion marketing tactic -- show the product. 

Whole Foods 

Whole Foods continues to make waves in the social world, rising in the ranks from #115 to #106. Over the past week, Whole Foods has rocked it on Twitter. The specialty grocery store averages seven tweets per day and receives about 12 retweets and 8 favorites per tweet (with as many as 73 retweets and 38 favorites).

Whole Foods Market keeps followers engaged with a wide variety of relevant and on-brand content including seasonal product and event info, sales, fun photos and videos, summer meal ideas and environmental updates. 

Hasbro 

Hasbro, the worldwide play company, rose even higher in the Index this week, from #71 to #66. The brand owes its success in social to its global icon Monopoly and its Facebook engagement.

The buzz on Facebook has surrounded the launch of Monopoly Millionaire. All week, updates to the Facebook Timeline have teased the launch and offered sneak peeks. Loyal fans are pumped to add it to their Monopoly collection. 

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.