There is a thought provoking article in today’s Forbes about a term not often used when talking about digital media: social currency. The piece defines social currency as “the degree to which customers share a brand or information about a brand with others” and cites global consulting firm Vivaldi Partners’ recent study measuring which large brands have such currency and if they are using social media effectively to pinpoint potential consumers.
Vivaldi’s study looked at the big brands that do the best engaging consumers on “three levels of conversion through social media”: “awareness to consideration,” “consideration to purchase/use” and “purchase/use to loyalty,” according to the Forbes piece. To that end, Subway with 38,000 stores in 100 countries worldwide ranked first when it came to engagement. In addition, the sandwich shop has one million Twitter and 21 million Facebook fans.
Google, Target, Heineken were ranked two through four respectively. Dunkin’ Donuts and Verizon were tied for fifth place.
For purposes of the study, Vivaldi analyzed 5,000 consumers across the U.S., U.K. and Germany regarding 60 brands over 19 industries. Researchers looked at six different components of social behavior: utility, information, conversation, advocacy, affiliation and identity. All six components were equally weighted to come up with a final social currency impact score.
Dutch airline carrier KLM this month unveiled a new service that allows ticket-holders to upload details from their Facebook or LinkedIn profiles and use the data to select neighboring seat mates, according to the New York Times.
The program called Meet and Seat is only available to travelers who are willing to connect their social media profiles to their booking. After sharing the amount of information the traveler feels comfortable divulging, passengers are shown seat maps indicating where other travelers have given personal information. You can then reserve a seat next to anyone whose profile piques your interest and if that seat is indeed vacant, the other person will receive a message indicating your profile details.
This KLM service is thus far only available for bookings with one passenger and on flights between Amsterdam and New York, San Francisco and Sao Paulo. It is also available from 90 days until 48 hours until departure.
If you are interested in this sort of service and are a frequent flier, it seems like “Meet and Seat” can truly make for “friendlier skies.”
The friendly skies might be getting a little bit too friendly!
KLM has long been known as a pioneer in social media, and its quirky branding campaigns have garnered lots of earned media. Now, there’s a campaign that might not go over quite as well. Early next year, KLM will be launching a “seat and meet” program that will allow flyers to check the Facebook and Linkedin profiles of others on the same flight and to choose a seat next to them. There is definitely a best case scenario, but the worst case scenario is listening to a sales pitch all the way to Amsterdam.
Read more in USA Today.