In Political Conversations, Republicans Rally to GOP as Election Nears

Young Voters Remain Unengaged in Kitchen-Table Election Conversations

President Trump and “Republicans in Congress” are the subjects of the least negative conversations they have experienced all year, based on Engagement Labs’ tracking of “kitchen table” conversations for the week ending October 28, 2018.  The conversation trends could be important in light of how the same methodology revealed the shift from Clinton to Trump in the last days of the 2016 election.

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HBR Cites Engagement Labs saying: “Don’t Believe Everything You Hear” in Social Media

HBR Summarizes Growing Evidence that Marketers Should Pay Attention to Offline as well as Online Consumer Conversations

social-conversations

The Harvard Business Review has just published a summary of the evidence piling up in support of a central tenant of the Engagement Labs story:  Social media conversations about brands do not reveal much about the harder-to-measure offline conversation about brands. Therefore, brands need to measure both types of consumer conversations and sentiment.

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Kitchen-Table Conversations Less Negative for Both Parties

Republicans and Trump at Least Negative Levels in a Year

Democrats had a 10-point advantage over Republicans in the national conversation as the impact of the successful confirmation of Associate Justice Brett Kavanaugh faded into the past, a gap similar to the average 8-point gap in “generic ballot” survey questions. The “net sentiment” for Democrats improved to -40 while Republicans were at -50, their best result all year.

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Kavanaugh Victory Spurs Strong Shift in Conversation Toward Republicans

“Sentiment Gap” Narrows to Smallest Level in a Year

In the wake of the Senate’s confirmation of Associate Justice Brett Kavanaugh on October 6 and a ceremonial swearing-in on October 9, kitchen-table conversations about politics shifted sharply back in the Republicans’ direction. While conversations remained much more negative than positive for members of Congress in both parties, the “net sentiment” was just -51 for Republicans versus -45 for Democrats, a 6-point difference and the closest result in a year of conversation tracking.

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Last Week of Supreme Court Battle Drives Kitchen-Table Conversations

“Sentiment Gap” Returns to More Typical Level, with Democrats at a 15-point Advantage

The second week of drama related to the nomination of Brett Kavanaugh to the Supreme Court saw the sentiment of kitchen-table conversations revert to a more typical advantage for the Democrats, with conversation about Democrats in Congress 15 points less negative than those toward Republicans in Congress, down from a gap of 27 points a week earlier.

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Engagement Labs Finds Consumers Living in a “Political Brand Bubble”

New #PoliticalBrandBubble Quiz Reveals that Recommended Brands Often Predict Political Allegiances

Are You Living in a Political Brand Bubble?

Take the quiz here: https://www.engagementlabs.com/do-you-live-in-a-political-bubble 

Today’s polarized political environment is increasingly impacting brand marketers, as dramatically illustrated by Nike’s decision to launch a controversial campaign featuring ex-NFL player Colin Kaepernick.  So far, the ad campaign has led to higher sales and company stock price, despite many pundits’ predictions of a negative backlash. It appears Nike’s deep understanding of its target market was a key factor in the initial success of the campaign, as its share of positive word of mouth grew.

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Engagement Labs’ Partnership with Kantar: Building Long-term Brand Value with Consumer Conversation

Engagement Labs’ Partnership with Kantar: Building Long-term Brand Value with Consumer Conversation

For the last several years, we at Engagement Labs have received a lot of attention in the New York Times, the Wall Street Journal, and other publications, for our innovative Total Social® platform and our ground-breaking research that proves that consumer conversations—online and offline—drive almost 20% of consumer purchases. TotalSocial’s data and analytics gives brand marketers a cutting-edge tool that is predictive of sales trends starting about eight weeks prior to purchase, and pinpoints which levers brands can pull to improve their business performance.

This week I am delighted to share the news that Engagement Labs has signed a major partnership deal that is based on the knowledge that consumer conversations also predict long-term brand value, in addition to short-term sales. The partnership is with Kantar, the second largest player in the market research industry, and by far the leader in the field of brand equity measurement. Our TotalSocial platform will now be offered to brands in the United Kingdom on an exclusive basis by Kantar Analytics, which is part of the Kantar Group and WPP, the £15 billion British conglomerate of advertising and public relations agencies.

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Supreme Court Fight Shifts Conversation in Democrats’ Favor

“Sentiment Gap” Opens Up Between Red and Blue Members of Congress

Kitchen-table conversations about politics shifted in the Democrats’ favor during a week the nation was riveted by charges of sexual assault against Supreme Court nominee Brett Kavanaugh, and testimony before the Senate Judiciary Committee by the nominee and his accuser, Christine Blasey Ford.

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