Consumer Conversations Reveal Big Differences In Most Loved Brands Online and Offline

Nintendo Switch and Gain Lead Offline Talk, While Beauty Brands Dominate Most Positive Brands Online

Unilever’s Dove Men + Care Only Brand Among Top Ten Both Online and Offline Sentiment

  NEW YORK, NY (March 12, 2019) – Nintendo Switch, the fastest-selling console of the current generation, and Gain laundry detergent zoomed up the list of brands most positively talked about in offline conversations, both leapfrogging ahead of more than 600 brands to take the first and second “most loved” positions, respectively, in Engagement Labs’ TotalSocial® system. Meantime, online brand conversations generated a completely different list of most loved brands, including American Family Insurance and Great Value, a Walmart brand, earning the most positive online talk.  Only one brand, Unilever’s Dove Men + Care, managed to rank among the most positively talked about brands both online and offline. Marketers desire to foster a brand evangelist movement and a community of active brand advocates. Brand evangelism is important as positive consumer conversations about the brands they love can accelerate and grow business. According to Engagement Labs data and analytics 19 percent of all consumer purchases are driven by these kinds of consumer conversations. For the 2019 analysis of more than 600 US consumer brands across a spectrum of industry sectors and categories, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations) based on its annual TotalSocial® Brand Awards series. TotalSocial Brand Awards 2020 - Most Loved Brands Offline TotalSocial Brand Awards 2020 - Most Loved Brands Online “The eclectic mix of brands on our ‘most loved’ brands list show that brands in any category can earn positive recommendations from consumers,” said Engagement Labs CEO Ed Keller. “We also see the potential for brands to improve, dramatically, as Nintendo, Gain, and CoverGirl did last year.” Many of the brands on both the online and offline lists are in the beauty category. Aveeno and Olay are among the most positively talked about brands offline, while 7 of the 10 top online brands are in the beauty category, including Avon, Mary Kay, and Garnier Fructis. “The beauty category has worked hard to engage online influencers, and it shows in the positive discussions these brands receive,” said Keller. “It’s a lesson for other categories, as well, that they can benefit from proactive social media campaigns.” Despite the general strength of beauty brands, several fell of the lists entirely.  L’Oréal dropped off the “most loved” offline list, from number 8 in 2018 to 34 in 2019. In terms of positive online conversations, Estee Lauder fell from 8 to 46, and Neutrogena fell from 9 to 73. To learn more about Engagement Labs and how to increase your brand’s consumer conversations in real life and online, reach out at: totalsocial@engagementlabs.com.   To learn more about the TotalSocial Brand Awards, click here.   ###   About Engagement Labs Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients.   To learn more visit www.engagementlabs.com / www.totalsocial.com.   About TotalSocial® TotalSocial® is a premier data and analytics platform that provides brands with unique insights, improved marketing ROI and strategies to grow revenue. Fueled by actionable online and offline data, TotalSocial is the only platform that encompasses and listens to the entire social ecosystem. TotalSocial offers unique, proprietary data about brands, its industry and competitors. With cutting-edge diagnostics, patent-pending predictive analytics and machine learning, TotalSocial identifies business opportunities and provides recommendations and a roadmap to grow revenue and achieve business and marketing goals.   About TotalSocial Brand Awards – Most Loved Brands The awards are based on the Company’s proprietary TotalSocial® data and analytics platform, which continuously measures the online and offline social metrics that are proven drivers of business performance. These metrics, including both online and offline conversations against the following major conversation dimensions: net sentiment (the difference in the percent positive conversations minus negative), brand sharing (the extent to which people are sharing or talking about a brand’s marketing or advertising), volume (a measure of how many conversations mention a brand) and influence (the extent to which an influential audience is talking about a brand). The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2019.   Disclaimer in regard to Forward-looking Statements Certain statements included herein constitute “forward-looking statements” within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, Engagement Labs does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events.   Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.   For media inquiries please contact: Vanessa Lontoc, VP of Marketing Engagement Labs 732-846-6800 vanessa.lontoc@engagementlabs.com

Engagement Labs Signs Its First Multinational Ready-to-Drink Juice Brand New TotalSocial® Contract

Engagement Contract Valued at CAD $112,200

  New Brunswick, NJ/Montreal, QC — February 26, 2020 — Engagement Labs Inc. (TSXV: EL) (the “Company”) is pleased to announce progress with its growth strategy with the signing of a key new client in the fruit-based beverage industry. The Company has secured a contract with one of the leading multinational ready-to-drink juice brands to utilize TotalSocial® as its proprietary data and analytics platform for social intelligence. The total value of the contract is CAD $112,200. “We are very pleased and excited to add our first leading producer and marketer of branded fruit juices to our roster of clients,” said Ed Keller, CEO of Engagement Labs. “The global market for juice continues to expand and expected to keep growing. We are also increasingly seeing many beverage companies trust and rely on our TotalSocial offering.” “With the rising need to gain competitive advantage in the beverage market, we believe that this contract can grow in size as we build a stronger relationship with this brand,” said Steven Brown, President & Chief Revenue Officer of Engagement Labs. ### About Engagement Labs Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies.   To learn more visit www.engagementlabs.com   Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release. For media inquiries please contact: Vanessa Lontoc / Ed Keller, CEO Engagement Labs vanessa.lontoc@engagementlabs.com / ed.keller@engagementlabs.com

Which media dominate American word of mouth in 2020?

Bulldog Reporter   by Richard Carufel | Feb 19, 2020   It’s long been understood that word of mouth is the most powerful form of marketing, driving up to 50 percent of consumer sales. But can this influencer be influenced by media platforms? New research from nonprofit broadcast trade association TVB, in partnership with word-of-mouth specialist Engagement Labs, assesses and quantifies the role media platforms have in driving Americans’ conversations. The top media influencer was television, particularly for daily news, entertainment and political conversations. Six of ten respondents said their political conversations were affected by TV. The results couldn’t be clearer—if you’re a marketer, you can’t afford to underutilize TV, especially local broadcast TV, according to the firms’ newly released 2020 American Conversation Study. Out of the 2,000 adults 18+ sampled, 68 percent reported being somewhat to very likely to share news from their local TV station. Fifty-eight percent of all respondents said they reference stories heard on local news in daily conversations; for home improvement and furniture opinion leaders this number rises to 72 percent. Seventy-one percent of financial and automotive opinion leaders said they refer to local news stories in daily conversations. The study also revealed interesting data when it comes to believability and trust. Local broadcast TV news was number one for both believability and trust, cited by 81 percent of respondents. Of all media, Americans trust social content the least (31 percent), with three out of five respondents reporting that “fake news” is the most prevalent on social media. In addition, only 59 percent said they trust cable news.     Read the full Bulldog Reporter/Agility PR article, here.
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Super Bowl 2020: The Winners in Driving Buzz (And They Aren’t the Winners of the USA Today Ad Meter)

Bud Light Seltzer Super Bowl Ad 2020 A month ago, we declared in Marketing Dive, that USA Today’s Ad Meter — the most widely used indicator of advertising success in the big game — “doesn’t work, and it is destined to fail again next month.” We based this on an extensive analysis of Super Bowl ad study published in the peer reviewed Journal of Advertising Research. Once again this year, we see Super Bowl ads that drive the most offline and online social engagement – engagement that leads to proven business outcomes – are not the ones highly rated on the popularity charts. And similarly, the most popular ads measured by USA Today are often not achieving the highly important goal of creating the buzz that drives consumer behavior. None of the top three performers in the USA Today Ad Meter – Jeep, Hyundai and Google – managed to crack the top 30 in terms of driving offline brand advocacy. In fact, while the average Super Bowl advertiser this year saw a 49% increase in water cooler buzz after the Big Game, none of these three saw an increase at all. And online, none were in the top 10 and all were well below the advertiser average of a 110% increase in online chatter. 020-02 EL01 SUPER BOWL CHARTS-02 So, who won the battle for the water cooler buzz in 2020?  Once again it was a Budweiser brand, this time with Bud Light Seltzer.  In the USA Today Ad Meter it didn’t crack the top 10. The winner in online chatter, Coke Zero Energy, was ranked #47 by USA Today. Only Pepsi Zero Sugar ranks in the top 5 for both offline and online consumer conversations. 020-02 EL01 SUPER BOWL CHARTS-01 To see the full ranking and to learn more about TotalSocial’s unique data, insights and how it can help you evaluate the full value of your sports sponsorship and marketing ROI, please complete the briefing form.

Beverage Company Selects Engagement Labs to Measure Marketing Effectiveness in Movie Theaters

The TotalSocial® Measurement System Will Measure Uplift in Consumer Conversations Stimulated by In-Theater Advertising and Promotion

  New Brunswick, NJ/Montreal, QC — February 4, 2020 — Engagement Labs Inc. (TSXV: EL) (the “Company”) announced today the start of an innovative measurement system designed to measure consumer brand conversations resulting from in-theater advertising and promotion activities. The initial client is a major beverage company that has signed for 14 months at a total contract value of CAD $105,600. “Movie theaters provide a unique environment for brand managers to stimulate engagement with their brands. The audience is in a good mood, attention is readily available, and the opportunity for creativity is substantial,” said Engagement Labs CEO Ed Keller. “Movie theater marketing can be expected to generate buzz. By measuring the brand conversations, we can evaluate the effectiveness of our clients’ marketing.” In-Theater TotalSocial® measures social data about everyday consumer brands and ties that data back to movie-theater chains they have recently patronized to watch first-run movies. The system also measures exposure to in-theater trailers, poster boards, concessions, and other types of in-theater marketing. Measuring consumer conversations is important because of published evidence that 19% of consumer purchases can be attributable to conversations and recommendations between consumers. ### About Engagement Labs Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies.   To learn more visit www.engagementlabs.com   Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release. For media inquiries please contact: Vanessa Lontoc / Ed Keller, CEO Engagement Labs vanessa.lontoc@engagementlabs.com / ed.keller@engagementlabs.com

Advertising outside the echo chamber

    Friday 31-01-2020 17:00 by: Andrew Frank, VP analyst at Gartner … Strong demand And yet, defying the death-knell of mass media, advertiser demand for Super Bowl ads was surprisingly strong this year. In November, Fox reported its Super Bowl LIV inventory sold out earlier than it has for the past nine years – at record prices as high as $5.6m (£4.2m) per 30-second spot according to Ad Week. This lines up with Gartner research that indicates CMOs upped their investments in paid media from 23 per cent to 26 per cent of their total marketing budgets in 2019, and their commitment to TV remained solid, even though overall marketing budgets dropped for this first time since 2014. How can we explain all this? Ironically, rather than cannibalizing Super Bowl ad investments, digital media has greatly amplified their reach, frequency, and impact. Last year, Ipsos reported that as many people had seen Super Bowl ads on YouTube as on live TV (per NetImperative) – and more than half are viewed on mobile devices. Perhaps more important, these ads drive valuable engagement in the form of social media conversations. According to Engagement Labs, Bud Light, for example, drove more than a 1000 per cent increase in conversations following its 2019 Super Bowl ad series. Earned media isn’t dead, but it needs a big paid media spark to set it off. And the Super Bowl provides a singular ignition opportunity. In keeping with this irony, three of TV’s most threatening digital competitors, Google, Facebook, and Amazon, all stepped up to get in this year’s game. We can infer that, with all their data and processing capacity, they evaluated the opportunity thoroughly before committing.   Read the full Mobile Marketing Magazine article, here.
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Word-of-Mouth Predicted the “Sanders Sudden Surge” Uncovered in Weekend Polls

Word-of-Mouth Also Predicts Bloomberg’s Emergence as The Key Moderate Competitor to Biden

berniesanders Multiple polls released over the last 24 hours showed a “surprising surge” for Senator Bernie Sanders that was predicted nearly three weeks ago by word-of-mouth data from Engagement Labs. This week’s polling averages also show that former Mayor Michael Bloomberg has now surpassed former Mayor Pete Buttigieg for fourth place behind Biden, Sanders and Warren, which was predicted six weeks ago by our word-of-mouth data. Commenting on these polls in its election update posted last night, in a post entitled “Sanders is on the Upswing,” FiveThirtyEight.com wrote, “we’ve got a much clearer picture of where things stand. And one thing that’s immediately obvious is that Sanders really has gained in the polls.”

We at Engagement Labs saw this coming based on our word-of-mouth study conducted January 8 – 9, 2020.  It showed word-of-mouth rising for all candidates except for Biden, and we reported, “Biden and Sanders Neck-and-Neck, with Strong Sentiment Advantage for Sanders.”

  Our study further showed that the conventional wisdom that Biden has a rock solid support among African Americans is wrong too. “While Biden leads in the conversations of African Americans, his lead over Sanders is weaker than many observers might expect… Sanders makes a very strong showing, belying the conventional wisdom that this group – which will be front and center in South Carolina – is Biden’s fire wall.” This is all further evidence that word-of-mouth is a powerful, leading indicator in politics. Our December word of mouth study predicted the rise of Mayor Michael Bloomberg. Six weeks later, this is now reflected in the FiveThirtyEight polling average (as of January 27, 2020) which shows Bloomberg has surpassed Buttigieg.
Our January word-of-mouth study has clear evidence that Bloomberg’s support will continue to grow and that he is best positioned to pick up the so-called “moderate lane” if Biden’s performance in the early primaries shows weakness.
“We’ve always believed that word-of-mouth is a leading indicator of preference, and we’re seeing that in the 2020 Democratic primary. Both in December and January, word-of-mouth was a leading indicator of movement in polls weeks later. This is a pattern we also saw in the late stages of the 2016 presidential campaign, leading Donald Trump’s victory,” said Ed Keller, CEO of Engagement Labs.

Engagement Labs Conducts the 2020 Sunday Big Game Sponsorship Study for Fortune 500 Brand

New Brunswick, NJ/Montreal, QC — January 21, 2020 — Engagement Labs Inc. (TSXV: EL) (the “Company”) announced today that it has signed a contract to conduct a TotalSocial® 2020 Big Game Evaluation Study for a Fortune 500 brand to assess the impact of the brand marketer’s Big Game advertising and sponsorship activities. The study is a part of the Engagement Labs ongoing work in sponsorship evaluation and will measure the effectiveness during the upcoming NFL championship game on February 2. The Client’s program is valued at CAD $79,500. “Most of the Big Game advertisers say that generating ‘buzz’ is a key objective behind expenditures of more than $5 million for a 30 second ad,” said Engagement Labs CEO Ed Keller. “By participating in our TotalSocial Big Game studies, brand marketers can truly know whether they achieved against that buzz objective.” This winter, a ground-breaking article on the impact of the Big Game advertising written by executives of Engagement Labs was published in the prestigious Journal of Advertising Research. The article revealed the difficulties many brands have in generating buzz during the Big Game and offered reasons why. The article found that in the 2019 game the most successful Big Game advertisers were Bud Light, Budweiser, Doritos, Kia, the NFL, Pepsi, and TurboTax. ### About Engagement Labs Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies.   To learn more visit www.engagementlabs.com   Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release. For media inquiries please contact: Vanessa Lontoc / Ed Keller, CEO Engagement Labs vanessa.lontoc@engagementlabs.com / ed.keller@engagementlabs.com

The Buzz Surrounding Joe For President (No, Not That Joe)

MediaPost   by Joe Mandese  @mp_joemandese, January 16, 2020   Earlier this week, as I was preparing for an interview with Republican presidential candidate Joe Walsh, I received some interesting data showing how the leading Democratic candidates were trending — not in the polls, on social media, or in media spin, but in terms of word-of-mouth. You know, actual American voters talking about them. The data was based on a survey of registered Democratic voters conducted by Engagement Labs and showed conversations about Bernie Sanders, Elizabeth Warren, Mike Bloomberg, Pete Buttigieg, Andrew Yang, and Amy Klobuchar were rising vs. a similar poll it conducted in December. Since I was about to interview Walsh, I asked if they had conducted similar research about the word-of-mouth of the Republican candidates for President — Walsh, Bill Weld, and the incumbent President — and they said they had not. So I decided to field some myself, thanks to our consumer polling partner Pollfish. Replicating the Engagement Labs method as closely as I could — using the same sample base (1,952 respondents), but interviewing only registered Republican voters, we found two significant things: One, which should be obvious to any political media observer, is how much of a dominant position the President enjoys in terms of organic buzz from word-of-mouth conversations about him vs. other candidates.     Read the full MediaPost article, here.
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Most Candidates Catching Up with Biden In Kitchen-Table Conversations Among Democrats, According to Latest Word-Of-Mouth Study

Biden and Sanders Neck-and-Neck, with Strong Sentiment Advantage for Sanders

Warren in Third Place; Bloomberg Ahead of Buttigieg

African American conversations very different from other Democrats

  NEW YORK, NY (January 13, 2020) – Former Vice President Joe Biden remains the most talked about candidate for President among Democrats nationwide, but other candidates are catching up, notably Senators Bernie Sanders and Elizabeth Warren, as well as former New York City Mayor Michael Bloomberg, according to a new study completed by Engagement Labs before the January debate in Des Moines, IA. Just over 1 in 3 Democrats (34.4%) reported having talked about Joe Biden in the prior 7 days, about the same as in a mid-December wave of the study. Meantime, Senator Sanders has risen 4 points, and trails Biden in Democratic conversations by only 3. All other top candidates also rose 3-5 points. The December study stood out because it showed newly announced candidate Bloomberg at fourth place, ahead of Buttigieg who generally was ahead of Bloomberg in national polls at the time.  Bloomberg’s polling has risen since pulling him even with Buttigieg in several recent polls. “Bloomberg’s rise in the polls in January is consistent with what we’ve seen time and again—word of mouth predicts future preferences and behavior,” said Engagement Labs CEO Ed Keller.   Conversation Sentiment Favors Sanders, Buttigieg, Warren The study also gauges sentiment, where the leaders are Sanders, Buttigieg, and Warren for whom more than 60% of their conversations are “mostly positive” according to the Democrats. Since December, conversations are less positive for Klobuchar (-7 points) and Gabbard (-14), while sentiment about Bloomberg has risen 8 points to 49% positive, the largest gain among any candidate. African American Conversations Like Sanders, Dislike Buttigieg and Klobuchar While Biden leads in the conversations of African Americans, his lead over Sanders is weaker than many observers might expect. Biden’s edge over Sanders in the frequency of conversations is just 31.7% to 29.0%, and Sanders has the most enthusiasm of any candidate, with 69% positive versus 58% for Biden. Compared to all Democrats, Buttigieg’s rank in conversation frequency among African Americans drops from fifth to ninth, and his positive drops from second to ninth. Whereas Klobuchar’s sentiment ranks fifth among all Democrats, she is last among African Americans. Both Klobuchar’s and Buttigieg’s sentiment is 22 points lower among African Americans than among all Democrats. Candidates who have more positive sentiment among African Americans than all Democrats include Yang who jumps from fourth to first, Biden who jumps from sixth to fourth, and Bloomberg who jumps from ninth to fifth. “African Americans are a key voting constituency in Democratic politics and their conversations are extremely important to monitor,” said Engagement Labs’ Ed Keller. “Sanders makes a very strong showing, belying the conventional wisdom that this group – which will be front and center in South Carolina – is Biden’s fire wall.” This Democratic Word-of-Mouth study was conducted via online interviews among 1,925 registered Democrats between January 8 and 9, 2020. Respondents reported on candidate conversations they participated in during the past seven days. ###   About Engagement Labs   Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics.   To learn more visit www.engagementlabs.com / www.totalsocial.com.   For media inquiries please contact: Vanessa Lontoc, VP of Marketing Engagement Labs 732-846-6800 vanessa.lontoc@engagementlabs.com