Pizza, Pants, and Tiny Cars Rank High in ‘Social Currency’

Domino’s Pizza, Fiat, and Levi’s – what do they all have in common? On the surface, very little. But a New York-based business has named the companies among the top 100 brands with “social currency.”

Vivaldi Partners, a group of three companies that includes a strategic consulting firm and an “organizational change” company, rates social currency on six attributes: affiliation, identity, information, conversation, utility, and advocacy. The firm reviewed and analyzed campaigns coming from across Europe, the Americas, and Asia over the past three years.

To sum it up, Vivaldi says: “Social currency is achieved when consumers: share a video, an image, a blog post, a tweet, or a thought about a brand.”

Whoa, then Tim Tebow must have the most social currency of any being, living or dead. I swear if I had to read one more tweet about that guy even before the Denver-Pittsburg upset, I was going to implode.

But, back to the list. Reading through this list of campaigns that comprise the rankings, it’s obvious that the super-connected and digitally-savvy are taking over.

Domino’s took a campaign to Facebook game Farmville. Fiat got drivers to collect data about their driving using a USB app for economic and environmental analysis. Levi’s launched a search for a “Levi’s Girl” online. And IKEA, in one of the highest-ranked scores, four out of five, encouraged customers to “friend” an IKEA showroom manager on Facebook. You can check out all of the campaigns here.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.