June 7, 2012
Weekly RSJI Updates: New Brands Trend Up, Index Vets Drop Down
Some new brands trended up while some RSJI veterans trended down this week on Media Logic’s Retail Social Juice Index. But a closer look at the brands’ social strategies shows that even the downward-trending brands aren’t showing dips on the Index for negative reasons.
ShopNBC made its debut on the Retail Social Juice Index Big Movers This Week after giving back to its fans for their continued loyalty. In a celebratory move, after the brand hit the 75,000 Facebook liker mark, ShopNBC offered a Facebook fan discount and giveaway to say, “Thanks!” The online retailer emailed customers inviting them to join the brand’s Facebook community in order to receive a special surprise. Likers responded enthusiastically – thanking the brand and sharing their favorite things about ShopNBC on the Facebook wall!
Think Geek took the photo sharing route to earn a major spike on the Index this week. The brand capitalized on the popularity of some major summer blockbusters to score with fans twice in a matter of hours. The first photo showed an amusing Iron Man costume that resonated with fans due to a play-on-words. The other popular photo was a movie poster for the mock action movie, “Rock, Paper, Scissors,” claiming that in a world where Battleship scores big in the box office, anything is possible. The humor worked for Think Geek, and the photos amassed nearly 14,000 likes and over 7,500 shares.
Two retailers proved that dips on the RSJI are not always a negative for brands; sometimes they’re the result of incredibly engaging posts from days prior. J&P Cycles, a brand that consistently tops the Index, turned its social efforts off for a day. The short break resulted in an 85-point dip on the RSJI after a wildly popular Memorial Day post. But the brand had no need to panic – the next day the retailer rebounded all the way back up to the number four highest ranking brand of the day. Jewelry retailer Blue Nile yo-yoed up and down the RSJI to earn a few spots on the Big Movers This Week. The brand scored big with a photo of a diamond ring when it asked likers to post adjectives describing the rock. When the next day’s post could not keep the engagement levels quite as high, the result was a drop down the Index. The brand followed this up with another major spike from a photo of a diamond ring accompanied by a “like this” call-to-action, but then, with a day-off of its social platforms for Memorial Day, Blue Nile, like J&P Cycles, was not able to keep the conversation going.
This brings up the question, “How often should brands post to their social streams?” Is your brand struggling to figure it out? Talk to us.