This article was co-authored by Kate Rush Sheehy and Ellen Reynolds.
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 week The Atlantic Wire discussed shifts in the SBI score from Discovery Communications, Dr Pepper Snapple Group Inc., and P&G. However, a number of other big brands were also on the move. Let’s take a closer look at the rise in score of two consumer goods brands.
Pringles/ P&G
While Gillette drove a significant increase for Procter & Gamble, they weren’t the only mover in the P&G family last week. Pringles was also a decisive force in the company’s +20 jump in the Index. The Pringles Facebook page boasts well over 16 million fans (which is about 14 million more than any other P&G brand). Given the size of their community, Pringles can execute much smaller scale efforts and gain the same impact as a smaller community executing more intensive efforts. And, through these smaller efforts, Pringles added 20,000 fans in just 7 days. How? The brand uses its distinct voice to keep up day-to-day engagement with questions like, “Pringles are delicious. You should share them. But with who?!” and “Mr. P has a bit of the January itch to ditch the average and try something new. What’s getting you excited these days?” The messages are on brand and engaging. And, despite many of their posts being questions, they don’t come off as contrived and disingenuous. In addition to the day-to-day, Pringles also sprinkles larger efforts into their content plan, like a game where they post pieces of a Pringles-themed graphic every hour and fans have to guess what it’s of. (This week? It was Cheesefest Island.) Or, a tab for fans to share Pringles-related recipes. All in all, the brand does a great job of making timely, and small efforts that really pop for fans… And we all know that once you pop, you just can’t stop.
Kit Kat/ Hershey’s
Although January is typically known for crowded gyms due to New Year’s resolutions of weight loss and healthier diets, Hershey’s seems to be defying the odds. The candy confectioner continues to see steady engagement on the majority of its branded Facebook pages, including Hershey’s Kisses, Pieces Candies and Hershey’s Kitchens, where bakers gather to discuss chocolate-infused dishes. The Kit Kat page is of particular note this week; the brand received above average likes and comments on its two most recent posts. (Each received 1300+ likes and over 600 comments compared to the brand’s regular standard–less than a thousand likes and around 100 comments.) The posts both referenced well-known Kit Kat branding, asking fans, “What’s your favorite place to take a break?” and, “If someone says ‘Give me a break,’ what would you give them?” Perhaps the high level of response is due to a low barrier of engagement, or perhaps everyone’s second week back after the holiday season had fans dreaming of another (sweet) break from work.
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.
