On Fridays, the Atlantic Wire takes a look at weekly top movers in the Dachis Group Social Business Index. Each Monday, we dig a bit deeper to into ranking changes.
This post was co-authored by Shadi Afshar and Brian Kotlyar.
This week The Atlantic Wire discussed shifts in the SBI score from Walt Disney and Washington Post. However, a number of other big brands were also on the move. Let’s take a look at some of the changes in rank for Amazon, Ford and Adobe.
Amazon
As every consumer waits anxiously for the Black Friday deals, retailers have started leaking out their lists sooner hoping to capture the eager shoppers. Amazon decided to take advantage of the shoppers’ desire to dole out their cash by offering a way to start buying even sooner. Last week, Amazon launched the “Black Friday storefront” which counts down to the big day and offers “Lightning Deals” on products throughout each day until Black Friday. Amazon has integrated these Black Friday Lightning deals in their Facebook page as well as in their @amazondeals Twitter handle, where deals are promoted every few hours. All this heavy promotion has helped push Amazon 27 points in the SBI to #56. This may be the first signal of a general trend upwards for retailers over the oncoming holiday season.
Ford
Ford saw a 40-spot leap in the Index due primarily to an aggressive influencer outreach campaign at the recent Blogworld LA event. Ford established a photobooth at the event to promote its activities as well as the #FordBWE hashtag. This was part of a tactic to build a strong foundation of buzz around the upcoming LA Auto Show that occurs in just a few weeks. Photos (which always do well on Twitter) were generated in the booth and then shared on Twitter most of the day on Nov 3rd, 4th and 5th with residual activity around the hashtag continuing throughout the week. Individuals who had their photos taken and tweeted the results received credentials for special access to the LA Auto Show. This was a highly effective tactic for rapidly establishing a Twitter conversation using earned media activities. It clearly paid off in the rankings this week and may provide even further benefit for the main show itself.
Adobe
Adobe has had a busy week and jumped 35 points to get into the top 100 at #68. The tech world was in buzz this past week with Adobe’s announcement that they will no longer adapt Flash Player for mobile devices. The story is particularly interesting due to the public feud between Flash and Steve Jobs over the use of Flash for mobile since well over a year ago. Adobe is now going to focus on technologies like HTML5. Adobe has addressed this on their Adobe Flash Facebook page as well as on their @Flash_Platform Twitter feed, where they’ve received a constant stream of questions. Adobe has done a good job of listening and responding to questions while directing many of the users to their blog for answers. Adobe also announced the launch of Project Adthenticate, which will be available to publishers and creative agencies to help test, validate and optimize ads.
The Social Business Index analyzes signals from over one hundred million social sources globally and measures effectiveness of strategies and tactics organizations employ within social channels. To learn more, visit SocialBusinessIndex.com and follow @DGSBI on Twitter.
