Brand Barometer: Social media performance of Converse

December

Converse asked its 20m Facebook fans to design and sell trainers via social media. The 'Made by' app gave fans a free pair if they sell five of their own design.

January

A record number of comments were posted on the brand's Facebook page.

Its Chinese New Year collection launched to critical acclaim.

February

A 'Three Artists. One Song' collaboration, featuring the band Gorillaz and musicians Andre 3000 and James Murphy was released. It generated a spike in conversation.

March

The Converse Facebook brand page was the UK's most-liked, with 23.3m likes, up 11.5% on November 2011.

Converse's link-up with Gorillaz created high levels of social buzz, with more than 7000 fans liking news of the partnership on Facebook. The tie-in DoYaThing music video has been shared more than 123,000 times and watched more than 2.6m times, marking a successful social partnership between the brand and band.

The Yomego SMR Index helps brands to benchmark their popularity in social channels.

Methodology:

The Social Media Reputation (SMR) score provides a benchmark to gauge brands' respective popularity.

The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction).

Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (recency).

An algorithm and some more human analysis later produces the SMR score.

To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego's expert team.

This article was first published on marketingmagazine.co.uk