Score a Goal by Leveraging Soccer Fans for Marketing and Brand Engagement

shutterstock_1087434206 The fall is ripe with marketing opportunities: holiday shopping, MLB playoffs, NFL season kicking off and NBA and NHL seasons underway. But this fall, a big opportunity is falling into marketers’ laps – the highly anticipated FIFA Men’s World Cup. This 64-game soccer tournament kicks off on Sunday, November 20th from Qatar and presents big opportunities for brand marketers and advertisers alike. Recently, Adweek touts that “This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands,” and reported that NBCUniversal has “already sold approximately 90% of its advertising inventory” for the 2022 World Cup within 100 days before the tournament. World Cup advertisers will surely evaluate countless measures to affirm their decision to advertise. One key indicator that all marketers should measure is the impact on a brand’s offline and online conversation. Engagement Labs research shows that talk matters. In fact, Engagement Labs research shows that online and offline conversation, together, drive about 19% of purchases, but online conversation by itself drives less than half as much. Our analytics study contribution to the Journal of Advertising Research“How Measuring Consumer Conversations Can Reveal Advertising Performance” confirms that there is a close and valuable relationship between word-of-mouth and advertising success – from major sporting events, sponsorships or tentpole events. The analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations. As a marketer looking to maximize your 2022 results, Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. With the World Cup and sports top of mind, here are some meaningful data and insights on the powerful audience of soccer fans.  

Soccer Fans Are Natural Conversationalists

Soccer Fans engage in 90 offline brand conversations each week – 15% more than the average person (78). Soccer Fans Weekly Consumer Conversations Across All Categories - Engagement Labs Not surprisingly, sports is a big topic of conversation for Soccer Fans – they engage in 7.4 conversations a week on average (+28% from the average person). What is surprising is that they are conversationalists in a wide variety of categories, even more so than the average person. In particular, Soccer Fans have about 50% more travel conversations each week, in addition to many more conversations about:
  • Tech (+27%)
  • Personal care/beauty (+29%)
  • Children’s products (+41%)
  • Household products (+26%)
  • Telecom (+28%)
Soccer Fans Average Weekly Conversations by Category - Engagement Labs A wide assortment of brands index high among Soccer Fans, this includes the more obvious brands like MLS and Adidas, coupled with the not so obvious brands, like Trivago, Nivea, Audi, BMW, Booking.com, Bank of America, Allstate and Coca-Cola Energy. Top Indexing Brands Discussed Among Soccer Fans - Engagement Labs

Soccer Fans are Everyday Influencers

According to Insider Intelligence’s forecast, US influencer marketing spending will reach $4.14 billion in 2022. At Engagement Labs we have long believed in the power of everyday influencers to drive business results. Everyday influencers – by which we mean the 1 in 10 consumers who are sought out for their advice and whose recommendations are heeded – have 131 brand-related conversations every week versus the national average of 73. Further, they regularly seek out information, including that put out by brands, that helps them keep up with what’s new and worth talking about. By reaching these influencers, marketers enjoy almost twice the word-of-mouth reach than average consumers provide, and the impact of their recommendations is four times as great due to their credibility and perceived expertise. Thus, the degree of influence matters to marketers – and Soccer Fans are wired to be influential. Soccer Fans are nearly 2x more likely to be identified as overall Consumer Influencers. Beyond being just dubbed general influencers, Soccer Fans are also far more likely to be influential in specific categories, especially telecom, travel, children’s products, finance, wine & spirits and gaming. % of Soccer Fans Identified as Influencers Indexed to Total Public - Engagement Labs Sports and entertainment are two of the most popular sectors. Rain or shine, win or lose, even during a pandemic, fans are always there – talking about and standing by their teams. Sports marketers, media companies and brands are looking to our data to analyze and understand how people are talking about them, both on and offline. If your brand is a sponsor, partner or executing campaigns around the World Cup or other major sporting event, Engagement Labs can provide unique data (offline as well as online social intelligence), influencer marketing and/or ad performance measurement. If you wish to measure the impact World Cup is having on your brand conversations or explore more about soccer fans or other audience segments, we invite you to reach out to us.   SIGN ME UP TotalSocial Briefing  

Proof: Social (Online and Offline) Drives Sales

ON-DEMAND WEBINAR: Proof That Conversations Drive 19% of Sales

Watch this presentation to preview the results of a new social attribution study that demonstrates the impact social has on a brand’s sales.  Get a first look at the largest predictive modeling project combining offline word of mouth, online social media, media expenditure and sales.

World Cup 2022: A Few Stats to Know November 18, 2022

MarketingCharts One of the few remaining global events that much of the world tunes into, the FIFA World Cup in Qatar starts this weekend. Here are a few stats to know from various pieces of research that have been released in the lead-up to the event. [Before starting, a quick note of acknowledgement of the many controversies about this year’s event regarding its location and human rights abuses. You can read more about those here.]

45% of American Sports Fans Are Interested in Watching

Almost half (45%) of “monthly sports viewers” in the US are either very or somewhat interested in the World Cup, according to a survey from Altman Solon of 17,000 respondents across 17 countries. Yet, this is the joint-lowest figure of the 17 countries, with only Australia matching that low level of interest. (However 28% of US respondents said they are “very interested,” compared to just 19% of Australian respondents.) The countries with the most rabid World Cup fan bases are Brazil and Argentina, with 94% of sports viewers in each saying they are interested in watching the event. That includes more than three-quarters (79% and 76%, respectively) in each country who are very interested.

Soccer Fans Engage in 15% More Brand Conversations Each Week Than the Average

Sponsoring brands might be encouraged to hear that soccer fans engage in more word-of-mouth than average. According to data from Engagement Labs, they engage in 90 offline brand conversations each week, compared to 78 for the average person. Compared to the average, they’re 48% more likely to talk about Travel Services brands, 41% more likely to have offline conversations about Children’s Products brands, and 29% more likely to discuss Personal Care/Beauty brands. Some of the top-indexing brands discussed by soccer fans include the MLS, Trivago, Nivea, Audi, and Adidas.     Read the full MarketingCharts article, here.
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About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Score a goal by leveraging soccer fans for marketing and brand engagement

Bulldog Reporter   The fall is ripe with marketing opportunities: holiday shopping, MLB playoffs, NFL season kicking off and NBA and NHL seasons underway. But this fall, a big opportunity is falling into marketers’ laps—the highly anticipated FIFA Men’s World Cup. This 64-game soccer tournament kicks off on Sunday, November 20th from Qatar and presents big opportunities for brand marketers and advertisers alike. Recently, Adweek touts that “This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands,” and reported that NBCUniversal has “already sold approximately 90 percent of its advertising inventory” for the 2022 World Cup within 100 days before the tournament. World Cup advertisers will surely evaluate countless measures to affirm their decision to advertise. One key indicator that all marketers should measure is the impact on a brand’s offline and online conversation. Engagement Labs research shows that talk matters. In fact, Engagement Labs research shows that online and offline conversation, together, drive about 19 percent of purchases, but online conversation by itself drives less than half as much. Our analytics study contribution to the Journal of Advertising Research“How Measuring Consumer Conversations Can Reveal Advertising Performance” confirms that there is a close and valuable relationship between word-of-mouth and advertising success—from major sporting events, sponsorships or tentpole events. The analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations. As a marketer looking to maximize your 2022 results, Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. With the World Cup and sports top of mind, here are some meaningful data and insights on the powerful audience of soccer fans.     Read the full Bulldog Reporter article, here.
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For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Top 20 TotalSocial Movers and Shakers: Which sectors had the most improved consumer conversations?

Bulldog Reporter   The TotalSocial “Movers and Shakers” are consumer brands that showed the most improvement over the past year in driving the quantity and quality of consumer conversation—offline and online. The brands on our “Movers and Shakers” lists are very diverse. The top 20 is comprised of brands from technology, dining, beauty and personal carehousehold products, beverages, retail, automotive, financial, travel and health such as OxiClean, TGI Fridays, ASUS, Toshiba, Orbitz, Acura, LEGO, Motrin, Herbal Essences and Wegmans. The rankings are based on Engagement Labs’ patented proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and offline word of mouth conversations. They were identified by brands that had the biggest point increase in their TotalSocial scores from the twelve months ending June 2022 to the twelve months ending June 2021. Overall most improved: OxiClean, TGI Fridays, Asus, Motrin, Toshiba, Herbal Essences, Lego, AMD, Xbox, Clinique, Mist TWST, Halo, Acura, Charmin, Subaru, AAA, Comet, Wegmans, Lamborghini, and Advil

Secret to social influence: Talkability

As different as the Movers & Shakers brands are, they have a key factor in common, and it’s why they’ve all earned a top spot in our rankings. That factor is talkability, which is the ability to motivate consumers to discuss and share news, marketing and other information about your brand.     Read the full Bulldog Reporter article, here.
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For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Top 20 TotalSocial Movers and Shakers

Data Reveals Technology, Auto, Beauty & Personal Care, and Beverages are Most Improved in Consumer Conversations the Past Year Top 20 TotalSocial Movers and Shakers

The TotalSocial “Movers and Shakers” are consumer brands that showed the most improvement over the past year in driving the quantity and quality of consumer conversation – offline and online. The brands on our “Movers and Shakers” lists are very diverse. The top 20 is comprised of brands from technology, dining, beauty and personal carehousehold products, beverages, retail, automotive, financial, travel and health such as OxiClean, TGI Fridays, ASUS, Toshiba, Orbitz, Acura, LEGO, Motrin, Herbal Essences and Wegmans. The rankings are based on Engagement Labs’ patented proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and offline word of mouth conversations. They were identified by brands that had the biggest point increase in their TotalSocial scores from the twelve months ending June 2022 to the twelve months ending June 2021. Top 20 TotalSocial Movers and Shakers Brands OVERALL Overall Most Improved: OxiClean, TGI Fridays, Asus, Motrin, Toshiba, Herbal Essences, Lego, AMD, Xbox, Clinique, Mist TWST, Halo, Acura, Charmin, Subaru, AAA, Comet, Wegmans, Lamborghini, and Advil

Secret to Social Influence: Talkability

As different as the Movers & Shakers brands are, they have a key factor in common, and it’s why they’ve all earned a top spot in our rankings. That factor is talkability, which is the ability to motivate consumers to discuss and share news, marketing and other information about your brand. The way marketers earn talkability varies by category and brand. For instance, unlocking influencers is a key source of momentum for the three auto brands on the list. Subaru’s Offline Influence score rose 22 points since the year prior, while Online Influence increased by an impressive 58 points. A similar story was also seen for Acura (+16 offline & +55 online) and Lamborghini (+10 & +53) whose influencer scores jumped dramatically since a year ago. These auto brands know who their influencers are and keep them engaged with their brand. They understand that by reaching influencers, marketers enjoy almost twice the conversation reach than average consumers provide, and the impact of their recommendations is four times as great due to their credibility and perceived expertise. Meanwhile, CPG brands like Charmin moved up the list because marketing proved to be an effective driver of conversations about their brands, both offline and online. Charmin’s Offline Brand Sharing score rose 14 points since a year ago, while Online Brand Sharing increased 9 points. Leveraging marketing to drive talkability is important because conversations among consumers drive about 19 percent of purchases, including conversations that are triggered by paid advertising—we find that one-quarter of the impact of advertising on sales occurs by causing consumers to talk about the brand. Top 20 TotalSocial Movers and Shakers Brands OFFLINETop 20 TotalSocial Movers and Shakers Brands ONLINE Offline Most Improved: TGI Fridays, Toshiba, Orbitz, Sling TV, Abercrombie & Fitch, Mist TWST, HTC, Blue Moon, Progressive, Wegmans, Motrin, AAA, Always, Frigidaire, Hormel, Mike’s Hard Lemonade, Coors Light, TLC, Miller Lite, and Graco Online Most Improved: Lego, Asus, OxiClean, Nintendo Wii, GameStop, Lamborghini, PlayStation, Minecraft, Citi – Cards, Grand Theft Auto, Vaseline, Ferrari, Costco, Pokémon, Xbox, Trader Joe’s, TRESemmé, Lenovo, eBay, and AMD So, what can brand marketers learn from these “Movers and Shakers?” Here are three best practices they follow to create talkability:
  • They measure the conversations about their brand in both social media and real life. These conversations are important because they predict brand performance and provide insights that enable brands to optimize their marketing strategies in both spheres.
  • They develop talk-worthy campaigns. They may use humor, or appeal to a specific emotion that resonates with their audience. Or they might have a unique product, campaign or launch that is newsworthy.
  • They take risks. They create campaigns that align with their brand but are also innovative and sometimes controversial

It’s Time to Act to Assure a Strong 2022 Outcome

Now is the time for brands that have WOM momentum to keep building buzz, and for those that are lagging to work overtime to get things turned around. At Engagement Labs we have demonstrated that for most brands, there is little to no correlation between what gets talked about online in social media and what gets talked about offline, so strategies to activate both are key. To be successful, brands should develop a holistic social strategy. Start by understanding what consumers are saying about your brand both online and offline, what is driving those conversations and how they are different. As a marketer looking to maximize your Holiday 2022 results, there is no better group of consumers than those who are already talking about your brand and category – connect with them and let them share their stories. Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. Schedule a briefing and we will provide you with a complimentary social influence scorecard and use cases with Fortune 500 companies in your industry sector.

Ben Schneider

Ben Schneider is the VP of Data Development at Engagement Labs. He has fifteen years of experience in the field of data and analytics and played a vital role in combining the consumer conversations that occur both online and offline that are included in the flagship product TotalSocial®.

As the VP of Data Development, Ben helps our head of product integrate the work of Technology, Research, and Customer Success. Ben also works closely with Engagement Labs technology partners, to deliver the most actionable data possible to our customers and teams. Prior to his data development role, Ben provided custom research services to a wide range of Engagement Labs clients in the categories of media, video games, technology, telecom, consumer packaged goods, as well as media agencies.

Before joining Engagement Labs and Keller Fay Group (which was merged into Engagement Labs), he worked at Opinion Research for their Customer Strategies division, working with large utilities, delivery service companies, and medical device companies. Ben holds a Bachelor of Science degree in Political Science from Northeastern University.

6 Ways Consumer Buzz Impacts Revenue and Brand Performance

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is,” Scott Cook, co-founder of Intuit once famously said. Before consumers make buying decisions, they talk. Online AND Offline – through social media, product reviews, face-to-face or via Zoom, FaceTime, by text or IM, or via whatever channel – we all seek recommendations, feedback and validation in our choices of products, entertainment and services. These conversations, reviews and the counsel of our peers have enormous impact on consumer choices and thus on brands in terms of sales, brand health, and other KPIs. As a brand or marketing leader and professional, do you have confidence to back up and support that consumer conversations drive revenue? Research by Engagement Labs published in the MIT Sloan Management Review shows that both online and offline conversations are important drivers of purchase. On average, 19% of all purchases are driven by conversations, including 10% driven by offline conversations and 9% by online ones. The online and offline conversation channels are not at all correlated in most instances, so strategies to activate both are key. In addition, we find that one-quarter of the impact of advertising on sales occurs by causing consumers to talk about the brand. The takeaway: it’s imperative that brands who seek to drive revenue with social influence don’t rely on social media alone. You need a holistic social strategy—measure BOTH offline and online conversation data. Social media alone will get you part way there, but only an integrated strategy will allow you maximize the power of social influence.  

6 Ways to Drive Brand Conversation

Start With a “Talkworthy” Story.Start With a “Talkworthy” Story.

Do you have a story that’s worth sharing, and easy to share? Make sure your marketing, whether on broadcast or OTT, digital, in-store, OOH or wherever you are communicating gives content that people will be eager to share. Make this something you test for and measure.

Target the Talkers.Target the Talkers.

It’s one thing to focus on marketing to new prospects, but it’s the people sharing positive word of mouth that will have the greatest impact on your sales. Many of them are already customers who possess considerable “social value” in terms of their ability to drive trial across their personal social networks. Identify your advocates and make them a central part of your marketing activity, giving them new reasons to recommend you.

Change Your Perspective on Influencers.Change Your Perspective on Influencers.

When you think influencers, think of everyday peer influence and micro influencers. Celebrities with the large followings on Instagram and TikTok are seductive to many marketers who want to pay them to get their message out. But far more influence comes from the “everyday influencers,” the friend we all know keeps up with what’s new and becomes our go-to-source for advice before we buy. Make sure you know where your brand stands among these real-world influencers and focus on sparking them to spread the word.

Reach People When They are in a Social Context.Reach People When They are in a Social Context.

When people consume media, watch a football game, attend an event or in general are gathering together they are far more likely to talk about, not only at the time they are consuming it but in the days that follow. If you want to amplify your paid and owned media, then media planning for consumer conversation is a critical priority.

Convert URL to IRL, and Vice-Versa.Convert URL to IRL, and Vice-Versa.

Upwards of 25% of all offline conversations now include people talking about what they see in digital media. It’s a clear reflection that consumers move seamlessly between their offline and their online worlds. Brands must do so as well. Break down silos. The #1 digital driver of conversation is the brand’s own website. Make sure it’s full of good content worth talking about and sharing.

Retain Current Customers with WOM.Retain Current Customers with WOM.

It’s expensive to acquire a new customer. In addition to the role of WOM in influencing new buyers, we have also learned that WOM has an important role to play in reducing churn. When a customer is looking around for a good deal and wondering if the competitor’s offer is worth considering, they check in with their friends to see what they think. Another important reason to make sure your passionate advocates are armed with the latest news and talkable content to share with others. Consumer conversation data and analytics are vital brand assets. Like any other asset, if you nurture and manage it well, and actively, it will provide great returns on investment. As a marketer, what are you doing to maximize your brand’s social value?

TVB Releases Two New Media Usage Studies

By RBR-TVBR – May 4, 2022
TVB, the television advertising sales advocacy organization, has released two new media research studies chock full of insight on media’s impact on consumers, and what this means for marketers seeking to connect with them in the best way. The TVB 2022 American Conversation Study, conducted by Engagement Labs, examines media’s influence on word of mouth marketing, while the 2022 Political Media Usage Studies look at media usage across linear and digital platforms in 2022 politically competitive states. Among the key findings for TVB 2022 American Conversation Study:
  • Media affects conversations; TV is the key to sparking and supporting American conversations about news of the day, local/regional news, and politics.
  • Television affects 56% of political conversations, which is significantly more than online content, social media, print, and radio.
  • Local broadcast TV news is the primary source of news. Respondents found it to be the most shareworthy, believable, and trustworthy news source.
  • If limited to only 5 channel choices, respondents picked broadcast TV as their top 4.
  • Respondents found social media to be the least believable and least trustworthy news source and also perceive “fake news” to be most prevalent on it.
  • Consumer opinion leaders in 13 key product categories often bring up stories they heard on their local broadcast TV station in daily conversations and find it to be the most trustworthy platform.
  • 49% of respondents are talking about politics daily. That has grown 44% since 2015 (34%).
  • 62% of respondents said they are very likely to vote in the upcoming November 2022 mid-term elections.
  • About half of survey respondents said the economy was the #1 issue that would get them to vote in the mid-term elections.
    Read the full Radio and Television Business Report (RBR+TVBR) article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

3 Tips to Step Up Your Influencer Marketing by Unlocking Everyday and Micro Influencers

When you search for “influencer marketing,” Google easily shows about 210,000,000 results in 0.55 seconds. Culling through what are the most effective strategies, forecasts and key trends that will dominate, the current state of influencer marketing, the most impactful KPIs and metrics, and distinguish which strategies you should execute to ensure they achieve success can be overwhelming and intimidating. According to Insider Intelligence’s forecast, US influencer marketing spending will reach $4.14 billion in 2022. At Engagement Labs we have long believed in the power of everyday influencers to drive business results. Everyday influencers – by which we mean the 1 in 10 consumers who are sought out for their advice and whose recommendations are heeded – have 131 brand-related conversations every week versus the national average of 73. Further, they regularly seek out information, including that put out by brands, that helps them keep up with what’s new and worth talking about. By reaching these influencers, marketers enjoy almost twice the word-of-mouth reach than average consumers provide, and the impact of their recommendations is four times as great due to their credibility and perceived expertise. 019-12 EL08 INFLUENCER BLOG AFTER SETH v3-01Leading academics have evaluated a variety of influencer marketing methods and settled on everyday influencers as highly valuable. Focusing on the impact of influencers on new production introductions, they find the power of influencers comes in two forms: 1) by expanding the market reached by a new product and 2) by accelerating the pace of product adoption, which confers major competitive advantages over rival products.  

Managing Your Influencer Strategy with #HASHOFF

Our sister company #HASHOFF has a front row seat to the changing influencer marketing ecosystem. #HASHOFF helps brands and agencies source content creators through their owned search platform to identify and activate the right creators to share brand messages organically and across your omni-channel marketing strategy – and measure the results. Influencers present a unique opportunity for brands to be first to the party and get credit for helping beloved creators monetize their passions. Far from fearing being seen as “sell-outs,” creators are eager to work with brands that authentically reflect their personalities, affinities, and lifestyles in transparent ways. For them, sharing on behalf of brands is an extension of their lifestyles, and something they are glad to promote. By utilizing these highly authentic voices within target demographics, #HASHOFF enables brands to develop content strategies quickly, effectively and efficiently to be utilized within the confines of social and for omni-channel distribution applications – content ownership, website creative, marketing materials, programmatic display ads, connected TV, OTT, and digital out of home. According to Adweek, “Micro-influencers have built loyal and dedicated communities of followers without the help of teams of marketing professionals, and their followers respect them for it.” In order for brand managers and agents to benefit from the organic, authentic and independent content that comes naturally with influencers, the use of technology democratizes the influencer market, acting as a fair and informed “agent” for all sides. This suggests brands cannot expect the same people who advocate the brand online to do so offline – and vice versa. How can brands best activate influencers online and offline, everyday and micro?  

3 Ways to Drive Conversations About Your Brand

number1Measure consumer conversations about your brand

Before developing your next campaign strategy, be sure you understand the big picture. Be sure to measure consumer conversations to learn which influencers are talking about your brand and what they’re saying – both on social media and in real life. Doing so will enable you to focus on the channels that provide the greatest ROI.

number2Evaluate the competition

Measure what consumers are saying about competing brands. This will help you understand competitors’ strategies and their strengths and weaknesses. It will also reveal areas of opportunities and help you sharpen your messages and positioning.

number3Create a holistic marketing strategy

Strategies that work well in social media aren’t likely to have the same effect on offline everyday influencers. By truly understanding the dynamics of your brand conversations, you can create separate and distinct marketing strategies that optimize consumer conversations both online and off.   With the right marketing mix, brands can unleash the full power of consumer influencers. Social media and influencer marketing is a tremendous opportunity for brands to reach vast audiences, and that everyday and micro-influencers both drive sales that brands can’t afford to ignore. By enlisting strategy incorporating both #HASHOFF and Engagement Labs elements, brands are able to improve content performance while reducing overall costs with the ability to track the efficacy in both online and offline contexts.

These Brands Got the Most Love in Word-of-Mouth Conversations in 2021

MarketingCharts 2020’s most loved brands in online and offline conversations each dropped down a spot last year, replaced by American Family and Carter’s, respectively. Here’s how other brands fared in an analysis [press release] of top brands by Engagement Labs. In examining more than 650 US consumer brands across various industry sectors and categories, the rankings of the most loved brands are “based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, emailing, texting, IM’ing, video chat – in other words, via any channel other than posting on social media)” from Engagement Labs’ proprietary TotalSocial® data. Carter’s climbed a spot to become the brand with the largest gap between positive and negative offline conversations in 2021, solidifying its ascent after having jumped 13 spots the year prior. Carter’s replaced 2020’s leader, Trader Joe’s, which dropped to second. That brand was recently named the “most relevant” among grocery and drug stores. The list of most loved brands offline was otherwise dominated by beauty and personal care brands, featuring Dawn at #3, Dove Men+Care at #5, Dove at #6, Gillette at #8, and Nivea at #10. The biggest gainer was Gillette, up 68 spots, with joint #8 Kirkland also enjoying an impressive ascent (+22) up the rankings.   Read the full MarketingCharts article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?