The most successful brands in activating buzz among nation’s ‘everyday’ influencers

Agility PR   by Richard Carufel | Apr 24, 2020 | Public Relations   Everyday influencers are the one in 10 consumers with large social networks who frequently make product and service recommendations—they are your neighbors who are first to try new electronics or beauty products, and eager to tell you what worked and what didn’t. New research from social intelligence analytics from Engagement Labs examines the brands that are winning with this power segment, and ranks them in its annual TotalSocial Brand Awards.   Beverage mix Crystal Light and retail pharmacy drugstore CVS grabbed the top spots of the brands most successful with these everyday influencers—CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). These brands bested more than 600 brands to take the first positions of TotalSocial system in this year’s awards series. Winners were selected based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online.   “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy. “It is important for brands to focus marketing on the ‘influencer next-door’ who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families,” he added. “They should not, however, be confused with paid influencers on places like Instagram and YouTube.”     Read the full Bulldog Reporter article, here.
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COVID-19 Loses Sway Over Consumer Conversations As Mood Lifts

MediaPost   by Rob Williams The coronavirus pandemic has been a major topic for consumers to discuss in their daily conversations, but interest in the health crisis started to wane by mid-April, indicating how people are adapting to the “new normal.” The portion of Americans who said the coronavirus was the “most impactful conversation of the day” fell to 39% during the week ended April 12 from a high of 53% three weeks earlier, when state and local authorities started lockdowns to suppress the infection rate, according to a tracking survey of 36,000 U.S. consumers by Engagement Labs. The conversations about coronavirus generally have left people feeling sad (36%) and contemplative (19%) in the most recent survey, while feelings of nervousness continue to decline steadily. “The overall emotion of the most impactful conversations of the day remains first and foremost one of sadness, but that percentage has plateaued and is beginning to decline,” according to the report. Those discussions about the coronavirus pandemic have been replaced with other topics among some consumers. The most common impactful conversations are about family and friends (13%), financial or work-related matters (10%) or shopping and people’s needs (6%). These conversations tend to be described as happy, contrasting with feelings of sadness a few weeks ago. Among conversations about brand categories, consumers increased their discussions of household, products, healthcare, beauty and personal care, media and entertainment and children’s products the most between a three-week study ended on Feb. 16 and a separate one ended on April 12, according to Engagement Labs.     Read the full MediaPost article, here.
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Happiness is starting to colour UK’s most impactful conversations as consumers find joy in family and loved ones; less talk of issues

thankyouUKNHS In this weekly update, we see important shifts in the UK’s consumer conversation, which are often a predictor of future behavioural shifts. There is less focus on hot topics/issues as well as a shift in people’s most impactful conversation of the day. That is coupled with important changes in the emotions associated with that conversation. This change signals the continuing evolution of the UK consumer’s response and reaction to the pandemic and the ways they are adapting to this “new normal.”  

Issues becoming less prevalent in consumers day-to-day discussions

As consumers become immersed in their new way of life, we are seeing a drop-off in discussions about most major issues. In fact, apart from obesity and crime and lawlessness, all other topics either declined or remained on-par with the prior week. 020-04 EL07 UK CORONAVIRUS-01

Consumers’ most impactful conversation shows a decline in Coronavirus talk, more happiness echoed in conversations as family surges 

The Coronavirus pandemic continues to be at the forefront of consumers’ most impactful conversation of their day. However, we are seeing Coronavirus decline as each week goes on (46% week-ending 12th of April vs. 50% w/e 5th April and 60% w/e 29 March). We see the inclusion of “Family and Friends” as a bigger topic last week (15%, +7 pts from prior week). After respondents tell us about their most impactful conversation, we ask them to tell us how they felt during that discussion using a spectrum of common emojis. These data offered several insights this past week.
  • Boost in consumers reporting their impactful conversations left them with a “grinning smiley” face (17%, +7 pts.).
  • Boost in more joyful discussions coincides with a drop in “crying” (25%, -3 pts.) and “screaming in fear” (6%, -3 pts.).
  • When consumers do talk about Coronavirus/Covid-19 as their most impactful conversation, the thoughtfulness emoji increased since prior weeks, while anger declined. When you look at impactful conversations that are not related to Coronavirus/Covid-19, smiley faces are among the most frequently selected emotions.
020-04 EL07 UK CORONAVIRUS-02

The brand landscape evolved dramatically since February

Across all categories, consumers in the UK are talking about slightly more brands (+2%). The surge in conversation level for need-based categories (i.e. FMCG), was offset by the steep declines seen for big ticket brands (i.e. auto) and categories negatively impacted by Covid-19 (i.e. travel).
  • Not surprisingly, health/healthcare discussions increased significantly (+62%).
  • Need-oriented consumer packaged goods surged: household products (52%), food (20%), drinks (9%) & personal care (7%).
  • Media and entertainment increased somewhat (4%), as consumers pass their time at home watching more TV programmes, trying out more streaming services/networks, and catching up on movies.
  • Big ticket categories such as auto (-36%), home (-15%) and tech (-9%) fell since the pre-Covid-19 period.
Established service needs such as telecom (-11%) and energy (-21%) fell, but finance remains stable (+2%). 020-04 EL07 UK CORONAVIRUS-03 Four brands have by far the overall largest gains in offline volume: NHS (+29 million weekly WOM impressions), as well as supermarkets, Tesco (+20M), Sainsbury’s (+14M), and Aldi (+11M). Apple, BBC News, Disney, BA, BBC, and Coke round out the top 10 each with over 6.5M additional weekly WOM impressions. 020-04 EL07 UK CORONAVIRUS-04

Admiration and concern for frontline workers favors online conversations; coronavirus itself is just a secondary topic

In addition to offline conversations, Engagement Labs also explores social media conversations about 350+ leading brands in the UK. When you explore topics of online conversations about these brands, we see talk surrounding frontline workers (NHS staff, hospital, workers, #stayhomesavelives, etc.) led the charge last week. Coronavirus and Covid-19 surfaced, but only as a secondary topic. 020-04 EL07 UK CORONAVIRUS-05   We will continue to update you on the impact of COVID-19 on Britain, and in the meanwhile we encourage you to contact us with any questions or if we can be of further assistance. If your company has a COVID team at work, and we can assist with unique data (offline as well as online social intelligence), or if you wish to discuss the impact of the coronavirus on your brand or your category, we invite you to reach out to us. In the meantime, stay safe and healthy!

Sports Suspended, but Fans Talking Smack

Conversations About NBA Are Up the Most—Also, NFL, MLS, MLB, and Video Games

nbahorsetournament “Absence makes the heart grow fonder” is a saying that goes back several centuries.  Amid today’s historic pandemic, absence is promoting not only fondness but also the gift of gab among sports fans. The pandemic is forcing Americans onto the couch in springtime, but without Spring Training and Opening Day of America’s pastime, baseball, nor virtually any other televised sport. Yet fans are now talking a great deal about sports, after an initial, sharp drop in March. 020-04 EL06 SPORT CHARTS-01-1 The National Basketball Association is gaining the most conversation compared to a year ago, with an increase of more than 28 million instances of people being in an NBA conversation. Also rising in terms of conversation levels of a year ago are the NFL, which is ramping up toward a much-anticipated draft in April, Major League Soccer, and even Major League Baseball, despite the comparison of a suspended season this year versus last year’s Spring Training and Opening Day. The one sport that’s down dramatically is NCAA sports, with the total loss of the March Madness men’s and women’s basketball tournaments at the very moment when many states were announcing their shutdowns to try to slow the spread of the COVID-19 coronavirus. 020-04 EL06 SPORT CHARTS-04-1 One reason that the NBA is doing well now is the league’s decision to offer a classic HORSE tournament played with social distance on the courts of popular all-stars including Chris Paul, Trae Young, and Allie Quigley.  Clear peaks in NBA conversations coincide first with the sudden announcement of the league’s suspension of regular play, and then the announcement of the HORSE tournament. 020-04 EL06 SPORT CHARTS-02 The NBA 2k video game is also a big winner in terms of conversation, with about 23 million more conversation impressions during the 4 weeks that ended April 12 versus the same time last year. Lots of other video games are up as well—Minecraft, Call of Duty, Fallout, and Madden—as the technology substitutes for the competitive instincts of American consumers. 020-04 EL06 SPORT CHARTS-03 While talk levels are rising for sports, there’s evidence that much of it consists of disappointment about its absence. A year ago, 71% of conversations about the MLB was positive and just 3% was negative. This year, the negative has grown by 7x to 23%, while positive is down to 42% and 27% is “mixed”—both positive and negative. 020-04 EL06 SPORT CHARTS-05 Further evidence of the hungering for sports is the WWE and its 2020 Wrestle Mania on April 4-5.  This year talk about WWE and wrestling was 3x what it was the week of Wrestle Mania last year. We also saw a significant build-up in talk about WWE in mid-March when they announced they were moving SmackDown and holding it without a live audience. 020-04 EL06 SPORT CHARTS-07 Conversation patterns clearly demonstrate American sports fans are desperate for the return of sports—in whatever shape it comes. Players in front of empty arenas, playing backyard versions of their games, or even virtual versions are likely to be well received by fans trapped on their couches at home, and eager for the most popular conversation currency in the nation—last night’s game, with a healthy dose of talking smack.   If your company has a COVID team at work and we can assist with unique data (offline as well as online social intelligence), or if you wish to discuss the impact of the coronavirus on your brand or your category, we invite you to reach out to us. Meanwhile, please stay safe and healthy!

Crystal Light and CVS lead the most successful brands in activating buzz among US consumer influencers

Tatiana Rokou 17 Apr 2020  09:31  527

Four airlines made the top 10: Online – Alaska Airlines (#4); Offline: American Airlines (#5), United (#7) and Spirit Airlines (#9).

  NEW YORK, NY – Crystal Light, the beverage mix, and CVS, retail pharmacy drugstore, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 brands to take the first positions of Engagement Labs’ TotalSocial system in this year’s TotalSocial Brand Awards series. The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online. “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy“It is important for brands to focus marketing on the “influencer next-door” who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube.”   Read the full Travel Daily News article, here.
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Creating Consumer Buzz: CVS Leads The Way

 

The TotalSocial Brand Awards series ranking focuses on everyday influencers, who carry strong sway with consumers.

  By The Dealerscope Staff   Retail pharmacy drugstore chain CVS and Crystal Light, the beverage mix, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 other brands to take the first positions of Engagement Labs‘ TotalSocial® system as part of this year’s TotalSocial Brand Awards series. The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online. “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy. “It is important for brands to focus marketing on the “influencer next-door” who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube.”     Read the full Dealerscope 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?

Crystal Light and CVS Lead the Most Successful Brands in Activating Buzz Among US Consumer Influencers

Ranking Focuses on Everyday Influencers, Who Carry Strong Sway with Consumers

  NEW YORK, NY (April 15, 2020) – Crystal Light, the beverage mix, and CVS, retail pharmacy drugstore, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 brands to take the first positions of Engagement Labs’ TotalSocial® system in this year’s TotalSocial Brand Awards series. The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online. “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy. “It is important for brands to focus marketing on the “influencer next-door” who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube.” Everyday influencers are the one in 10 consumers with large social networks who frequently make product and service recommendations – they are your neighbors who are first to try new electronics or beauty products, and eager to tell you what worked and what didn’t. “This year’s most influential brands is a mix of sectors from retail, airlines, quick service restaurants and not surprisingly the beauty industry earned positive recommendations from consumers,” noted Keller. “We see dramatic leaps in ranking from Costco’s Kirkland brand from social media, and Subaru from offline face to face conversations.” Data and extensive analytics undertaking reveal the impact of everyday influencers in driving business outcomes in WARC’s Admap article. 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 Successful Brands in Activating Influential Consumers 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 Successful Brands in Activating Influential Consumers is given to brands with the highest online and offline influence scores 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

Walmart Is Talk of Our Towns During Pandemic

Retail analysis reveals declining sentiment about Walmart, increasing praise for Target and Home Depot

Sentiment gains tied to advertising, demonstrating importance of marketing comms during difficult times

020-04 EL04 RETAIL IN ERA OF CORONAVIRUS-02 (1) Walmart has dominated the American brand conversation for a long time, talked about more often than any other brand in America. But since statewide shutdowns to mitigate the global pandemic began in mid-March, the brand has expanded its lead dramatically. Fully 361 million times each week somebody is in a conversation about Walmart, up 100 million conversation impressions since the eight weeks before the shutdowns began. Unfortunately, many of those conversations contain criticism of Walmart, which has struggled to provide safe working condition to employees at risk of infection from the COVID-19 coronavirus.  Before the pandemic became dominant, 72% of Walmart conversations were positive, but that’s dropped to 57%, while negative and mixed conversations have doubled from 17% to 34%. 020-04 EL04 RETAIL IN ERA OF CORONAVIRUS-01 The negativity about Walmart is rising particularly among some key populations during the pandemic: Adults 60 and older who are at most risk; west coast consumers where shutdowns happened earliest; and mothers of children under 18. 020-04 EL04 RETAIL IN ERA OF CORONAVIRUS-03 It doesn’t need to be that way. While Walmart, and several other retailers are receiving more criticism, a few other retailers and fast food restaurants —notably Target, Home Depot, and McDonald’s—are enjoying more positive talk since before the pandemic’s major impact on daily life in America. 020-04 EL04 RETAIL IN ERA OF CORONAVIRUS-04 What accounts for the more positive conversations for Target and other retailers?  Certainly, in-store factors are important, as retailers selling food and groceries are key lifelines during the pandemic. But another factor is advertising, as we have recently reported. In recent weeks, the percentage of Walmart conversations referring to a paid advertisement has dropped from 24% to 19%, while for Target the trend has been the opposite, from 18% before to 28% now. These shifts could be due either to differences in spending, or else to the talkability of the creative executions.  A key implication is that advertising is clearly important during a crisis for getting out the appropriate messages of support and concern that consumers seek. 020-04 EL04 RETAIL IN ERA OF CORONAVIRUS-05 This is a unique time in brand marketing when long-standing routines and brand choices are being suddenly reevaluated, often as a matter of necessity. This is particularly true for retailers, whether they are bricks-and-mortar, online, or both. Communication strategies matter just as much as the actions taken on the ground to provide support during challenging times.   If your company has a COVID team at work and we can assist with unique data (offline as well as online social intelligence), or if you wish to discuss the impact of the coronavirus on your brand or your category, we invite you to reach out to us. Meanwhile, please stay safe and healthy!  

To Communicate or Not to Communicate? Changing Marcoms Landscape in a Time of Coronavirus

Advertising/PR Drives Enhanced Sentiment, Study Shows

nycdesolatecoronavirus Consumer conversations about brands are changing dramatically as Americans hunker down in their homes amid an unprecedented global health crisis. During this coronavirus epidemic, the first imperative for brand owners is to provide direct support to consumers during this time. But the second imperative is to communicate—to inform, encourage, explain, listen, and entertain—at a time of enormous stress and change. Our newest data demonstrate the value of doing so. Engagement Labs’ consumer conversation tracking during the first two weeks of the rolling, statewide lockdowns reveals that marketing communications is an important factor in driving positive conversations about brands. It’s a pattern we saw more than a decade ago during the Great Recession. Even though financial brands were frequently blamed for that crisis, those that maintained advertising levels with messaging appropriate to the crisis fared much better than those that went quiet. In this more extreme crisis, the very topics that consumer conversations talk about are changing dramatically. Overall, offline conversation data about brands has dipped slightly, but not disappeared by any means. There is 3% less brand-related offline word of mouth now than there was during mid-January (as a reference point for this analysis, well before America became overwhelmed by COVID-19). There is far less talk now about canceled professional sports leagues and teams, and more talk about health, beauty, household and children’s products, and retailers (see chart below). The pattern favors “basics” at the expense of indulgences and pastimes, with the increasing irrelevance of sports, travel, even automobiles, as Americans began living under statewide stay-at-home orders.  

MORE TALK ABOUT HEALTH, BEAUTY, AND PACKAGED GOODS

020-04 EL02 US CORONA GRAPHS-02 Conversations are turning a bit more negative, although they remain far more positive than negative as we have traditionally seen for most categories. Sentiment is rising for brands in children’s products, household products and technology. The biggest declines are in travel, health care, retail, financial services, and the home (see chart below). The shift toward the negative is driven by a wide variety of factors—disappointment in canceled vacations, frustration with emergency customer service interactions, shortages, and potential price gouging.

NET SENTIMENT FOR BRAND CONVERSATIONS BY CATEGORY

Positive minus mixed and negative conversations for second half of March vs. prior 8 weeks 020-04 EL02 US CORONA GRAPHS-01 (1) While the best antidote to negative conversations is to offer consumers flexibility and fairness, there’s evidence, as well, that marketing communications is a key driver.

Marketing Communications Drives Better Brand Sentiment

Conversations about brands tend to be more positive when they are related to either news coverage about the brand (often the result of corporate communications efforts) or to paid advertising, compared to when no marketing/comms is involved at all. That’s because brands benefit from third-party credibility when they receive positive news coverage, and brands also benefit when conversations are driven by their advertising. Across all brands in 15 categories that Engagement Labs track, the change is modest. Before the crisis, conversations about brands were overwhelmingly positive whether related to advertising (70%), news coverage (67%), or no marketing at all (68%). Since the crisis, we’ve seen positive sentiment decline the most, by 7 points, when no marketing is involved, while the positive share of conversations dropped by a somewhat more modest 4 points and 3 points, respectively, when related to ads or news (see chart below). 020-04 EL02 US CORONA GRAPHS-05 In certain categories, the pattern is much more pronounced.  Financial brands—who are frequently the messengers of bad news about collapsing retirement savings—are a case in point. When conversations about financial brands happen without any reference to marketing information, the share of conversations that is positive has plummeted from 28% to just 11%.  Meanwhile, positive conversations have held up at 38% when advertising informs the conversation, while falling 4 points to 26% when related to news coverage. When financial brands actively engage to tell their story, the result is quite positive and beneficial. 020-04 EL02 US CORONA GRAPHS-03-1 While department stores, malls, and specialty stores have been ordered closed across the country, supermarkets, drug stores, and discount stores have become lifelines to homebound consumers. The tumult has produced a remarkable 20-point collapse in positive sentiment for conversations unrelated to media or marketing, and an almost equal 19-point surge when related to news coverage. Much of the news, of course, is highlighting the heroic store clerks on the front lines of the pandemic, providing essential food and cleaning products, as well as new procedures to get people the products and services they need such as curbside pickup, free shipping, and the like. 020-04 EL02 US CORONA GRAPHS-04 There is a temptation during crisis periods to eschew investments in communications in favor of cash conservation, or to assume that people are not focused on what brands have to say so it is best to stay silent for the time being. Some companies, to be sure, may have no choice but to embark on cost containment. (To find out the impact of media/marketing on brand sentiment on other sectors/industries, please download the full report.) But the data from these early days of this emerging “new normal” are clear that brands that can, should continue to communicate in as many channels as they can. Public relations and advertising professionals will play a key role in supporting consumers in the short-term, while also building long-term customer relationships that will last well beyond the present emergency. If your company has a COVID team at work and we can assist with unique data (offline as well as online social intelligence), or if you wish to discuss the impact of the coronavirus on your brand or your category, we invite you to reach out to us. Meanwhile, please stay safe and healthy!   Get the full report and receive a briefing about the Coronavirus trends.

As “New Normal” Settles In, Nutrition and Healthy Eating Joins Evolving Topics in UK Conversations During Coronavirus Crisis

ukcoronavirusnewnorm With more folks staying indoors and social distancing measures implemented, our latest Coronavirus data report shows that consumers’ conversations in the UK continue to shift as they grow accustomed to the new normal. Health issues remain the top concern by a wide margin, with 58% of Britons talking daily about it. This week, a widening set of conversation topics have entered British households. If you missed last week’s report, please do check out last week’s blog to compare the progression of our findings. Much has happened since. During the week ending 29 March, discussions surrounding these topics increased among UK consumers: obesity & health risks of being overweight (+47%), making big household purchases (+32%) and nutrition and healthy eating (+28%). In the UK Coronavirus trend blog series, we saw financial issues such as the economy, concerns about personal finances and job insecurity tick up, along with schooling. While these issues didn’t continue their dramatic uptick, it is still important to note that they remain front and center in consumers’ minds with more than 1-in-4 talking daily about the economy and job concerns, and 1-in-3 discussing concern about their personal finances.  

Change in Topics Discussed Since Prior Week

020-04 EL01 UK CORONA GRAPHS-06-1

% Talking Daily About Issues: 23-29 March, 2020

020-04 EL01 UK CORONA GRAPHS-02-1 The impact of Coronavirus continues to dominate consumers’ most impactful conversation of the past day. Talk about the virus specifically comprises 60% of the conversations that people tell us impact them the most. When asked what emoji best describes how people felt during these Coronavirus conversations, the crying emoji was selected most (29%), followed by screaming in fear (17%), neutral (16%) and nervous (14%) emojis.  

Words describing UK consumers “most impactful conversation” of the past day

020-04 EL01 UK CORONA GRAPHS-04  

The Evolving Brand Landscape

As brands and businesses shift budgets during these uncertain times, Engagement Labs provides valuable and unique conversation data for marketers that help point  marketers plott a strategic  route and what you should consider. We realize that the campaigns that were worked on for months may no longer be relevant or appropriate during this crisis. In a time of great uncertainty, our data shows that while there was little movement in volume of brands discussed since the prior two weeks, there were shifts in categories discussed. Categories with the biggest increases reflect the current “hunker down” mode: food, health, shopping, tech and household products. Some of the sub-categories driving the most change include auto parts (+105%), video games (+59%), destinations/cities (+42%), price comparison websites (+42%), films (+37%), hotels (+33%), print media (+27%), petrol (+16%), supermarkets (+14%) & household appliances (+12%). Looking at brands (see table below), 6 of the top 20 brands in terms of growth in offline conversation are Supermarkets: Tesco, Asda, Sainsbury’s, The Co-Op, Aldi and Ocado. Other essentials fill the top list, such as the NHS, Bank of Scotland and Asda Petrol. Media/entertainment brands are also a rising part of British talk, with, including Amazon Prime, BBC, BBC News and the TV programme Coronation Street.  

% Change in % of People Talking Daily About Categories: 2 Weeks Ending Mar 29 vs. 2 Weeks Ending Mar 22

020-04 EL01 UK CORONA GRAPHS-03  

% Change in % of People Talking Daily About Sub-Categories: 2 Weeks Ending Mar 29 vs. 2 Weeks Ending Mar 22

020-04 EL01 UK CORONA GRAPHS-05
020-04 EL01 UK CORONA GRAPHS-01   We will continue to update you on the impact of COVID-19 on Britain, and in the meanwhile we encourage you to contact us with any questions or if we can be of further assistance. If your company has a COVID team at work, and we can assist with unique data (offline as well as online social intelligence), or if you wish to discuss the impact of the coronavirus on your brand or your category, we invite you to reach out to us. In the meantime, stay safe and healthy!