Joining the dots of online and offline WOM

  WARC   News, 12 September 2019   When it comes to word of mouth, brands have been quick to focus on online engagement via social media and to then assume offline conversations are the same – but research shows brand conversations across different channels have almost no relationship to one another. For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is, says Matt Dodd, MD/Analytics, Kantar. Writing for WARC, he explains that “not only do people tend to discuss different types of brands [across different channels], but their sentiment for the same brand may differ vastly between online and offline channels.” Kantar and Engagement Labs analysed online and offline consumer conversations for 400 UK brands and looked at the four key metrics outlined above, with each weighted to their correlation to sales, to compare digital and offline chatter. When the weekly averages for online and offline conversations for the brands in the study were compared, across all measures there was low correlation; only in the case of volume did the correlation level reach double digits, at 13.7%. (For more, read the full article on WARC: Getting the full picture: Understanding the link between online and offline brand chatter.)   Read the full WARC article, here.
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“Chicken War” Helps Popeyes Hog the Conversation—If Only for a Week

Popeyes_Chicken_Sandwich The much publicized fast-food chicken fight that broke out in August propelled Popeyes up the TotalSocial pecking order from 22nd to 11th place among quick-service restaurant brands, as we anticipated in our pre-Labor Day analysis. The dramatic improvement in the brand’s conversation profile was due to a huge rise in the volume of both online and offline conversations about Popeyes.  Social media mentions peaked first, during the week beginning August 19, at about 1.5 million. Offline conversations peaked the following week at a stunning 45 million, reflecting the number of people who were part of an offline conversation about Popeyes. The volume surge put Popeyes in first place for online conversations, and first place for online sharing of brand content.  The offline conversation volume surge earned the brand in second place—behind only McDonald’s, which earns many of its conversations due to its overwhelming market share advantage. Indeed, it is a remarkable achievement when a brand ranked 19th in market share grabs second place in offline conversation volume—even if only for a week. 019-09 EL02 CHICKEN WAR 2 v3  

For One Week, Popeyes Claimed Second Place in Offline Conversation Volume

019-09 EL02 CHICKEN WAR 2 GRAPH02 v1-02 Popeyes did not rise higher than 11th overall in the TotalSocial rankings because the brand failed to earn a boost on other TotalSocial metrics, most notably, net sentiment.  The chicken war did nothing to improve the ratio of positive to negative conversations about Popeyes, while adversaries Chick fil-A and Wendy’s continue to be conversation sentiment leaders. One reason for the lack of consumer enthusiasm may be the fact that Popeyes couldn’t keep up with the explosion of consumer demand, forcing the end to chicken sandwich sales “for a while.” Yet product scarcity has sometimes been shown to be a powerful driver of demand and word of mouth—by suggesting popularity, and by generating a “fear of missing out.”   If Popeyes can sustain interest as it replenishes product inventory, the brand may be able to capitalize on pent-up demand. Which leaves open the question of whether Chick fil-A and Wendy’s made a mistake in helping to give so much visibility to a chicken rival normally stuck far behind in the pecking order. If nothing else, the chicken war provided a vivid illustration of a fact we’ve proven through sophisticated statistical modeling: Consumer conversations truly drive purchases.

Talk Triggers: Using Word-of-Mouth Marketing to Promote Your Self-Storage Facility

Inside Self-Storage

When it comes to word-of-mouth marketing, self-storage operators can’t just stand by and hope people talk about them. Instead, they should develop a “talk trigger” they can share with every customer.

Steven Jeffers | Sep 03, 2019   If you’ve ever stayed at a DoubleTree hotel, the warm, gooey cookie handed out during check-in probably stands out in your mind. At Five Guys eateries, you know to order a small batch of fries because they always overload you with extra. The experience at The Cheesecake Factory is always unique due to the massive menu. All these are examples of business “talk triggers.” When it comes to digital marketing, many self-storage operations have a social media strategy, a local business strategy and a Google-review strategy. However, when it comes to word-of mouth, they come up short. We tend to trust that if we provide good enough customer service, tenants will surely talk about our facility with others. At least, that’s what we hope. And there’s a good reason to want this kind of promotion. According to a 2018 study by data and analytics firm Engagement Labs, 19 percent of purchases are caused by word-of-mouth and almost 90 percent are at least influenced by it. Marketing firm Convince & Convert found that recommendations from friends or family members rank third in consumers’ decision-making process, coming in behind only personal experience or familiarity with a brand. The same study found that 83 percent of consumers have given at least one word-of-mouth recommendation at some time. As self storage operators, we all care about word-of-mouth marketing but don’t seem to know what to do about it. Enter the talk trigger.   Read the full Inside Self-Storage article, here.
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There’s Almost No Correlation between Online and Offline Conversations

Loyalty360   Customer Experience McDonald’s Will Expand Food Delivery Nationwide McDelivery service will no longer be limited to major cities. “McDonald’s deal with DoorDash partnership illustrates how Americans are changing their dining preferences. Millennials, for one, prefer to cook at home or order in, which can save money compared with eating at a restaurant. Offering home delivery may help McDonald’s target those younger consumers who want quarter pounders delivered to their doorstep.” There’s Almost No Correlation between Online and Offline Conversations New research shows that what consumers are saying online isn’t indicative of what they’re saying offline. “The general proposition here is that ‘monitoring social media cannot reveal what is happening in terms of offline conversations.’ This may sound counter-intuitive because ‘everyone’s online except people over 65, right?’ But this is what Engagement Labs’ data show. It’s also what location intelligence company Gravy has shown in other contexts.” Walmart and Nordstrom Are Building Stores That Don’t Sell Anything The two retailers “are creating small hubs in big cities and dense suburban areas for shoppers to retrieve their online grocery and clothing orders. These new locations give them access to shoppers who want their stuff in a hurry without schlepping out to regular big-box stores or waiting around for home delivery.”     Read the full Loyalty 360 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?  

Divide between social media and real-life brand conversations poses measurement challenges

Agility PR   by Richard Carufel | Sep 3, 2019 | Public Relations   New research from social intelligence data and analytics firm Engagement Labs reveals the surprising degree to which online and offline conversations operate independently from each other—in fact, the firm’s new report finds there is virtually no correlation between online and offline sentiment.   The new report, 360° Social Analytics: Going Beyond Social Media to Grow Brands, asserts that as more marketing landscape challenges arise for brands—from the decline of advertising from cord cuttersto brand controversies in a highly politicized environment—marketers need to look into measurement strategies that treat social media conversations and offline conversations as separate, but equally important channels of consumer experience.   Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a recent paper published in the MIT Sloan Management Review.   Engagement Labs looked at several key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers). According to the research, none of those metrics display meaningful correlation between online and offline discussions for brands.   “At a time when social media channels are spreading controversial opinions and outrage, it’s vital for marketers to realize that they do not always reflect consumer sentiment in the real world,” said Ed Keller, CEO of Engagement Labs, in a news release. “Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations.”     Read the full Agility PR 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
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¿Es el social listening realmente representativo de lo que opinan los consumidores?

PuroMarketing   Por Redacción | Social Media Marketing | 02-09-2019  

Un estudio deja claro que el sentimiento online no es siempre paralelo al sentimiento offline

  … Pero ¿deberían empezar las empreseas a tener en cuenta lo mismo? ¿Deberían poner en la tela de juicio el potencial de las redes sociales como fuente de información sobre sus consumidores y sus intereses?   El social listening podría haber dejado de ser sacrosanto. Los estudios empiezan a dejar claro que los temas de los que hablamos en redes sociales no son necesariamente de los que lo hacemos fuera de ellas. Un tema de moda en Twitter no tiene que ser, por tanto, un tema que marque la agenda en la calle. Como señalan en Marketing Land, echando mano de un estudio de Engagement Labs, las marcas no pueden confiar en el social media listening como herramienta mágica para comprender qué quiren los consumidores y qué opinan. No es una versión realmente representativa del estado de las cosas.  

Las conversaciaones no son paralelas

  El estudio ha partido de los datos de conversaciones sobre 500 marcas de diferentes categorías, centrándose en cuestiones como los volúmenes de of conversación, el sentimiento, la influencia o las veces que se comparten esos contenidos. Estos datos se cruzaron con escuestas sobre las marcas para establecer si había una correlación en lo occuría online con lo que pasaba offline.     Read the full PuroMarketing article, here.
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Memo to retailers – Gen Z loves the store, so you need to as well

Diginomica   By Stuart Lauchlan September 2, 2019 SUMMARY: Gen Z may be digitally-native and always connected, but that doesn’t mean they don’t want to browse the store floor.   The pursuit of the Gen Z consumer is a primary goal for retailers, but are firms pitching at the wrong part of the omni-channel mix to lure this digitally-native demographic? Recent research suggests that while these shoppers are supposedly inextricably attached to their smartphones and apps, they’re actually big fans of the offline store – and are not as fixated on Amazon as retailers themselves are. We’ve noted on several occasions a growing realisation among so-called legacy retailers that their store real estate is a massive asset if managed correctly as part of a coherent omni-channel strategy that balances online and offline. Rather than race to move everything online, fuelled by Amazon-envy, learning to ‘love the store’ has been an important development in the turbulent retail sector. This chimes with Gen Z’s predilections and that matters. Pursuit of Gen Z spenders isn’t just the latest ‘buzzword-compliant’ move by retailers (although if it means that we’ve moved past the inevitable Millennial mantras of recent years, that’s a positive in its own right!). But the reality is that Gen Z has become an important retail constituency. Recent research by marketing data firm Engagement Labs, suggest that around 40% – and rising – of US shoppers are from a Gen Z demographic. It’s worth noting that dating Gen Z varies depending on which organization is opining, but it’s basically mid-90s through to mid-2010s in terms of date of birth.     Read the full Diginomica article, here.
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Report indicates brands’ online and offline conversations should be measured holistically

MarTech Today

The MarTech Minute: Apple offers rare apology, Cisco’s eyes a new acquisition and SAP’s new content hub

MarTech Minute briefs always appear first in our daily newsletter throughout the week. The following is our compilation of the past week’s briefs from those newsletters.

Jennifer Cannon on August 30, 2019 at 9:00 am   MarTech Minute briefs always appear first in our daily newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters.   Report indicates brands’ online and offline conversations should be measured holistically. The report, produced by Engagement Labs, analyzed week-to-week trends for online and offline conversation trends for 500 brands across multiple industries. When it comes to key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing and influence, researchers found that online furor doesn’t necessarily correlate with real-world conversations. “At a time when social media channels are spreading controversial opinions and outrage, it’s vital for marketers to realize that they do not always reflect consumer sentiment in the real world,” said Ed Keller, CEO of Engagement Labs. “Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations,” added Keller.   Read the full Martech Today 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?  

Chick-fil-A in Chicken Fight with Popeyes, but Wendy’s Rules the Roost

Did the Popeyes quick-service restaurant chain know what kind of fight they were picking when they announced the nationwide roll-out of a New Orleans-style chicken sandwich? Until triggering this latest “chicken war,” Popeyes was positioned far down the QSR pecking order, ranked only 22nd in the industry with a TotalSocial® score of 42.4, reflecting below-average performance in social media and in real-world conversations about the brand. By comparison, Wendy’s and Chick-fil-A owned the top two spots in the TotalSocial® rankings, with Wendy’s the top brand for social media conversation, and Chick-fil-A ranked first for offline conversations. Both brands swiftly squawked back at upstart Popeyes, claiming to have the superior chicken products, and earning widespread retweets.  

POPEYES RANKS FAR BEHIND WENDY’S & CHICK-FIL-A AS SOCIAL MEDIA CHICKEN WAR HEATS UP

POPEYES RANKS FAR BEHIND WENDY’S & CHICK-FIL-A AS SOCIAL MEDIA CHICKEN WAR HEATS UP *MarketShare rank among “The QSR 50” for 2018 from QSR magazine.  TotalSocial scores from Engagement Labs based on 12 months ending August 18, 2019. While ordinarily thought of as a “burger brand,” Wendy’s became famous for its spicy chicken nuggets in the spring of 2017 when a teenager named Carter Wilkerson asked Wendy’s how many retweets would earn him free nuggets for a year.  After Wendy’s answered “18 million,” “nugget boy” went on to claim the all-time champ for retweets, breaking Ellen DeGeneres’ record. Since then, Wendy’s has continued to perform extremely well online, notably this spring when Chance the Rapper’s goosed Wendy’s Twitter account by publicly praying for the return of those Wendy’s spicy nuggets.  Savvy marketers at Wendy’s jumped on the opportunity to answer his prayers, generating another Tweet storm. Offline conversations are also trending upward for Wendy’s.  

WENDY’S ENJOYED A SURGE IN SOCIAL MEDIA IN RESPONSE TO TWEET BY CHANCE THE RAPPER

WENDY’S ENJOYED A SURGE IN SOCIAL MEDIA IN RESPONSE TO TWEET BY CHANCE THE RAPPER Chick-fil-A jumped into the online fray as well, but the brand’s true success is based on dominating the offline conversation.  The brand has, by far, the QSR category’s highest offline “net sentiment” score, 80.3, 10 points ahead of number-two Dunkin’ Donuts, due to much more positive than negative offline conversations. Chick-fil-A is the QSR brand that people gush about, although the love does not extend to social media where its score is merely 32.9. When one compares TotalSocial scores to market share, some dramatic contrasts stand out.  The top three brands—Chipotle at number three, in addition to Wendy’s and Chick-fil-A, are all socially punching well above their market presence weight.  At the other extreme, a few market leaders perform poorly on the TotalSocial index: McDonald’s, Burger King, and Subway. Only Starbucks earns a place among the top four both in terms of market share and TotalSocial® score.  TotalSocial metrics have been shown to be forward-looking, meaning that market performance tends to improve for highly ranked TotalSocial® brands, and to decline for lower-ranked ones. How will Popeyes emerge from its game-of-chicken against two TotalSocial champs?  Will the brand land on a higher perch in the category?  Popeyes TotalSocial Online score rose to its highest level in three years on the eve of the counter-attacks by Wendy’s and Chick-fil-A.  Check back after Labor Day to see which brand is crowing, and which is eating crow.

Report: There’s almost no correlation between online and offline consumer conversations

Marketing Land

Brands can’t rely on “social media listening” as a proxy for broader consumer sentiment

Online and offline consumer conversations are largely separate. That’s the conclusion of a large, recent study from Engagement Labs, which affirms earlier data and analysis by the company, as well as others.   Analysis of conversations about 500 brands. Engagement Labs performed what it describes as “a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends” of 500 brands across multiple product categories. The company examined “conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers).”   Engagement Labs uses a mix of surveys and online social media monitoring to gauge consumer sentiment and actions. It determined that across these multiple metrics there was not “a meaningful correlation between online and offline discussions for brands.” The top-level takeaways for marketers and brands are the following:
  • Brands can’t rely on “social media listening” as a proxy for broader consumer sentiment or to evaluate the complete impact of any decision or campaign
  • Online and offline conversations need to be measured and managed separately
  • Brands need to clearly understand the differences between these distinct audiences
  Alignment between online and offline sentiment does occur. This is not to say that there’s never a connection or correlation between online and offline sentiment. It can and does happen. Think for example, of United Airlines when it ordered the forced removal of an uncooperative passenger from one of its planes in 2017 in a highly publicized incident. That drove negative sentiment universally. However, recovery of the brand occurred at different rates online and off.   Read the full Marketing Land 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?