This week The Atlantic Wire discussed shifts in the SBI score from LG, Unilever and Domino’s Pizza. 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 Yum! Brands and Louis Vuitton Moet Hennessy.
Yum! Brands
Yum! Brands, up two spots to #18, owed the jump to Taco Bell’s increase in Facebook activity over the past week. Taco Bell received a significant jump in Facebook fans in mid-November and has sustained high levels of engagement since. The brand, like many others, has been pumping out holiday-centric messages. In particular, TB fans have responded by the thousands to several of Taco Bell’s holiday promotions, like “buy a $20 Taco Bell Gift Card, get a FREE Chicken Flatbread Combo Meal.” The community has also responded to Taco Bell’s teasers about bringing special menu items, like the Beefy Crunchy Burrito, back. Even when the brand posts marketing messages (around new products, for example), they receive ample interaction from their fans. Clearly, Taco Bell has some serious brand fans who are helping keep Yum! Brands at the top of the Index.
Louis Vuitton Moet Hennessy
LVMH, a world leader in luxury, rose to #25 in the Index from #32 last week. Although LVMH is the owner of a unique portfolio of prestigious brands like Louis Vuitton, Marc Jacobs and Dior, it was Sephora’s Facebook presence that boosted the luxury groups’ rankings. Sephora is a major holiday go-to shopping destination and the chatter on Facebook certainly reflects just that.
The beauty retailer’s Facebook page saw a 38 percent increase in signals across the web over the past week and the majority of the page’s conversation is from fans. Much of it revolves around the $15-20 holiday gift cards that Sephora sent out to its loyalty card members. Many fans are excited about the gift, while other members are disappointed that their “Beauty Insider” status did not merit a gift card. In addition, the mobile site was down for bit and fans were very vocal about the inconvenience afforded by the outage, just one more proof point that shoppers are buying via mobile devices this year. Finally, Sephora Facebook fans are especially enthusiastic and concerned about their favorite products this holiday season (Is the new Bumble shampoo in stock? I just got Smashbox’s new palette!)
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.
