This Week's Social Media Power Rankings: The Return of Swatch

The Atlantic Wire

The social media sphere is an increasingly noisy place, especially for brands. But hiding somewhere in the static are strong signals from companies reaching their customers in innovative ways. The Social Business Index from the Dachis Group provides a (free) real-time ranking of more than 30,000 global brands based on their social performance. Every week we're taking a tally of who's getting heard, what they're saying, and why it matters.

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As you can see, there wasn't much movement in the top 10. But if you look at number 17, you'll see Diageo had the biggest jump this week. If that name doesn't sound familiar, it's the company that owns more familiar brands like Guiness, Johnnie Walker and Ketel One. So props to them and our livers—now let's look at what happened outside the top 20:

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"Cisco’s rise in the Social Business Index this week was supported by the social efforts behind 'the world’s largest classroom.'" Lizzie Steen of the Dachis Group told us. What she's referring to is the  The Cisco Networking Academy— a public/private program that provides technology and career education to more than four million students across 10,000 academies in 165 countries.  And that sounds serious, but as Steen points out, part of its success is there's an emphasis on fun. Steen writes: 

Two engineers, Ian and Dan, set up two servers and decorated them with flower lights while studying for their certification from Cisco. The photo received more than 1,200 likes and 186 shares from the the site’s 460 thousand fans.  Overall, the CNA page has balanced a dense subject matter with a collaborative and fun posts, making the learning process more global and human.

Swatch proved that it's never too early to start prepping for Valentine's Day.  As the Dachis Group's Joe Pinaire points out, their very popular True Love (has nothing to hide) campaign and its new A la Folie watch contributed to Swatch's boost this week. "From Taiwan to Chile, the brand has leveraged countless regional Facebook presences to let their fans know the clock is ticking on the seasonal special," Pinaire told us. "And fans have taken to this messaging, as the brand’s bevy of original and creative photo content has garnered love from around the globe," he added. That photo content was specified and regionalized for their fans,  featuring pictures of a Spanish store floor redesign promoting the watch and the watch thriving in the hustle of Vienna city-life and the new O’Hare airport store. "Swatch also launched a Twitter contest using their global handle (@swatch), encouraging Belgian, Dutch, English, Spanish, and Swiss fans to declare their #TrueLove (because it has nothing to hide--right?) in exchange for a chance to win the seasonal watch and a travel voucher." And if there's something people love more than Valentine's Day, it's a free contest.

So, no cheating, but do you know how many Facebook fans Intel and its Ultrabooks have? Over 16.5 million. That also means a lot of social media juice. "Last week, the Ultrabook took in the sights in New York City and Paris. In New York, an Ultrabook posed within view of the inimitable Empire State Building with the caption, 'Empire State of Mind', showing off its amazing form factor and the Intel i7 chip that powers it," the Dachis Group's Charles Lim told us.  The photo generated more than 130 thousand likes, 1,600 comments and six thousand shares—it's a photo of a computer people.  Lim explains:

Like car lovers, electronics enthusiasts react positively to photos of gear that they already own or would like to own. This is because electronics, like cars, are aspirational and functional and inspire lust and passion.  It also helped that the photo was a shout-out to the cultural hub of America.  ...

These posts are well tuned to a global brand campaign that appeals the traveler, gets local voices involved, inspires contests and instills the notion that the Ultrabook can go anywhere you go.

Methodology: A project of the Dachis Group, a social business professional services group, the Social Business Index analyzes the conversations on social platforms such as Twitter, Facebook, YouTube, and others. The index, which currently covers approximately 25,0000 companies and 27,000 brands, detects behaviors and activities exhibited by these companies and analyzes their execution and effectiveness at driving outcomes such as brand awareness, brand love, mind share, and advocacy. The Atlantic Wire takes a snapshot of the rankings at the end of the day on Sundays.

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