Of course the choice of these campaigns is largely arbitrary but I seem to recall that Mashable ran cover stories on how successful The Old Spice Guy YouTube, That Facebook Gap and the Pepsi Refresh SoMe campaigns have all been. So we’ll focus on these for now.
The Vitrue 100 rankings are based on the volume of discussion of the brands on Twitter, Facebook and YouTube. So theoretically the Vitrue Top 100 Rankings represent the most talked about brands in SoMe.
When we look through the list we discover that Old Spice didn’t make the charts. While GAP came in at number 91, slipping down 13 points in 12 Months. So, even given the coverage of the GAP’s re-branding failure, the very successful Groupon and Facebook Gap Campaigns actually delivered a lower level of Social Awareness. This I find interesting in the context of the effectiveness of SoMe as a marketing platform.
The most successful was Pepsi. It came in at number 80. Unfortunately Coca Cola scored the only non-media/technology ranking in the Top 10 by coming in at number 9.
Take a closer look at the Vitrue Top 100 and a pattern begins to emerge. The Top 10 is dominated by technology Brands. The Top 25 is dominated by Technology and Media/Sports/Entertainment Brands. The Top 50 is dominated by Technology, Media/Sports/Entertainment and Cars. Even VISA’s rapid rise up the SoMe charts can be attributed to its sponsorship of the World Cup in South Africa.
Fashion and retail really don’t make much of an impact until we start sifting through the last third of the list.
Even a casual review of the list makes it a abundantly clear that, much like any other community, the SoMe world loves to talk about itself. Hence the domination of the technology brands that empower the online and mobile communities to engage in SoMe in the Top 10, 25 and 50.
It is also the primary reason why Apple continues to dominate the SoMe conversation without even trying.
Posted on January 25, 2011
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