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Quirk's Marketing Research Review

The social side of brick-and-mortar retail

Tips for brands that want to boost their shareability on social media.

  Article ID: 20190609 Published: June/July 2019 Authors: Brad Fay,Ed Keller   When marketers today hear the word “social” or ponder what it takes to be a social brand, they usually think about online media platforms such as Facebook, Twitter, Instagram and Snapchat. But America’s physical, brick-and-mortar retail stores are extremely social places, too, and provide marketers with myriad social marketing opportunities. According to data from Engagement Labs, nearly 900 million times every week somebody in America is in a conversation about brands while in a store. That’s more than three times per week for every American adult and these in-store conversations can be pivotal in helping consumers decide which brand they pull off retail shelves, given their proximity to the actual purchase decision. While private homes are the overwhelmingly dominant location of consumer conversations, at 69 percent of the total, over 6 percent of all such conversations happen in stores, nearly as many conversations that happen at work (8 percent). Our firm’s TotalSocial platform has been measuring online and offline consumer conversations and their impact on business for more than a decade. Three quarters of in-store conversations happen face-to-face, whether with a shopping companion, a store employee or stranger. One in five happen over the phone (13 percent) or via text message (7 percent), perhaps reflecting a “phone-a-friend” instinct when faced with a tricky choice in a shopping aisle. Another 4 percent happen by social media or e-mail. Face-to-face conversations are more prevalent among women, while men are more apt to use social media and e-mail while in store.     Read the full Quirk’s article, here.
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MRI Simmons and Engagement Labs in Word-of-Mouth Deal

MRWeb June 7 2019 New York-based consumer insights specialist MRI-Simmons has announced a partnership with New Jersey’s social media metrics specialist Engagement Labs, helping marketers to activate their off-line brand advocates and influencers and ‘seed’ new conversations. The partners aim to uncover links between consumer conversations and specific media audiences, segments and product owner groups. Engagement Labs’ TotalSocial database of off-line social media data will be combined with MRI’s Survey of the American Consumer, which captures in-depth information on media choices, attitudes and consumption of products and services across nearly 600 categories. This ‘MRI/TotalSocial fusion’ allows agencies to plan for media most likely to spark brand or category conversations; and help media owners sell advertising based on the word-of-mouth influence of their properties. In addition, the firms say clients will be able to use the fusion to identify demographic segments that are already talking about a brand, target media audiences that are more inclined to talk about a certain category; and encourage positive messages among those individuals more likely to have word-of-mouth influence.   Read the full MrWeb 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?  

Online vs offline: How valuable is going viral?

Creativepool Published 06/06/2019  

‘Going viral’ is often seen as the pinnacle of success for marketing or advertising teams, with the social significance of a brand measured in likes, mentions and re-shared posts.

 

Recently, however, businesses have started to question the power of their social media presence. Cosmetics brand Lush made headlines earlier this year after it decided to close its UK social media accounts, directing customers to its website, email and phone line for one-to-one conversations, while also increasing its emphasis on indirect online engagement via influencer marketing.

 

Many businesses remain committed to their social strategies, but these rumblings of concern suggest that we need to develop a more nuanced approach to online and offline consumer engagement. At Kantar, we set out to study the link between the two.  It’s easy to assume that the way consumers talk and share information about brands online, on social media or in blogs, versus what they say offline, in face-to-face conversations or over the phone, follows a similar pattern.

 

However, research conducted with our partner Engagement Labs shows that conversations across different channels have almost no relationship to one another – what is being said in one sphere is not indicative of what’s happening elsewhere. In practice, then, marketers need to treat online and offline chatter as distinct entities, identifying which conversations have the most impact on purchasing decisions for different brands and managing their strategies and budgets accordingly.

    Read the full Creativepool 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?  

Which Companies’ Marketing Campaigns Are Sparking Conversation?

MarketingCharts May 6, 2019   Even in the digital age, word-of-mouth still matters and if a brand’s marketing efforts are being talked about, it likely means it’s on the minds of consumers when they are ready to make a purchase decision. Knowing the importance of getting consumers talking about brands, Engagement Labs has released the results [press release] of the 10 most “talkworthy” marketing campaigns online and offline in the US. Its analysis suggests that high-profile campaigns make them more likely to feature in conversations about the brand.   Engagement Labs looked at close to 500 consumer brands and ranked them based on the share of offline conversations about the brand in which people were talking about the brand’s marketing or advertising.   With few Americans actually finding advertising enjoyable and the majority of consumers considering friends and family as a trusted source of information about brands, it’s helpful to take a closer look at which campaigns got people talking.   Allstate sits at the top of the offline most “talkworthy” brands list, with a 91.1% share of offline conversations about them referencing their marketing and advertising campaigns. This top spot comes after increasing their overall marketing investment last year. Sticking with what works, Allstate ran a dual campaign running what might be considered to be soothing or reassuring ads, with longtime representative Dennis Haysbert utilizing the tagline “Now that you know the truth, are you in good hands?” – and the more humorous “mayhem” ads which have been running since 2010.   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?  

Allstate, GEICO had most ‘talkworthy’ advertising in 2018 – study

Insurance Business America   by Ryan Smith 02 May 2019   Allstate and GEICO produced the most “talkworthy” marketing in 2018, according to a report by analytics firm Engagement Labs. When consumers are making buying decisions, they talk with family, friends and coworkers. These conversations drive an estimated 19% of purchases, according to Engagement Labs. “One of the best ways for brands to increase their revenues is to create marketing and advertising that stimulate conversations, whether they happen in offline, face-to-face conversation or via online social media,” Engagement Labs said in a news release. Engagement labs analyzed nearly 500 consumer brands from a wide variety of industries to determine the most effective marketing campaigns. According to the firm’s report, Allstate had the most talkworthy offline marketing in 2018, followed by GEICO. Financial advisory firm TD Ameritrade rounded out the top three. Allstate increased its marketing investment in 2018, pushing its long-running “Are you in good hands?” advertising, starring actor Dennis Haysbert, and its edgier “mayhem” ads starring Dean Winters.   Read the full Insurance Business America 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?  

The most talkworthy campaigns: Who’s winning—and what are they doing right?

Agility PR   by Richard Carufel | May 1, 2019   Word of mouth is powerful stuff—and even in this digitally driven age, it remains a brand’s best friend. It’s pretty simple: before consumers make buying decisions, they talk with friends, family, and coworkers. These conversations play a crucial role in the decision-making process—and according to new research from Engagement Labs, they drive an estimated 19 percent of purchases.   One of the best ways for brands to increase their revenues is to create marketing and advertising that stimulate conversations, whether they happen in offline, face-to-face conversation, or via online social media. With the decline of ad-supported television, it is becoming even more important for brands to use marketing messages that stimulate sharing, making it possible to reach more consumers with more persuasive content.  

Who’s driving the most WOM buzz?

Engagement Labs reveals the brands that were the most successful in driving consumer conversations with advertising and marketing in 2018. Three financial brands, including Allstate, GEICO, and TD Ameritrade, were the best at driving offline conversations, while PlayStation, Red Bull, and Nintendo were best at driving online conversations in social media.   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
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?  

Give America some Goya, new survey says

ROI-NJ By Damon Riccio Montvale | Apr 10, 2019 at 7:15 am Food Fella   … It’s official … the results are in and it looks like our friends at Goya Foods are “feeling the love”! According to the second annual Engagement Labs’ TotalSocial brand awards, Goya Foods, the largest Hispanic-owned food company in the United States, was voted as America’s No. 2 most loved U.S. food brand — and placed in the Top 10 most loved brands in the country. Engagement Labs celebrates the performance of brand leaders in a variety of categories. Brands that are included in these awards are highly talked about online via social media and offline by consumer word of mouth. “The Goya brand is really breaking through in the food category, according to our TotalSocial data platform,” Ed Keller, CEO of Engagement Labs, said. “Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers, including the most influential consumers who seem to have discovered the brand recently.”   Read the full ROI-NJ 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?  

Millennials Have Fewer Brand Conversations, Digital Blamed

MediaPost by Wayne Friedman , April 4, 2019   Declining exposure to TV commercials is having a negative effect on young consumers talking about products and brands, according to a new study. A study from Engagement Labs, which measures word-of-mouth interactions, says this is increasing due to young consumers cutting the traditional pay TV cord in favor of video streaming services. Average weekly actual conversations among consumers ages 13-20 have dipped to 94.6 a week in 2018, from 115.2 conversations in 2013. For consumers ages 21-29, conversations are down from 102.3 to 93.2. Research also points to digital replacing TV as the main platform driving conversations: Television as a percentage of all paid-media driven conversations is down to 31.6% in 2018, from 37.4% in 2013. By contrast, digital media is up 31.8%, from 16.6%. Among other media, print has declined to 16.8% from 21.7%, while outdoor is at 7.8%, down from 10%, and radio comes in at 6.8%, down from 7.1%. Overall, there is has been a modest decline when looking at all consumer-related conversations — dipping to an average of 73 conversations a week last year, from 76 in 2013.   Read the full MediaPost 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?  

How TV’s decline is reducing consumer engagement with brands

Agility PR   by Richard Carufel | Mar 26, 2019 Marketers and advertisers have a problem, and it’s worse than they thought. The decline of ad-supported television is driving down audience engagement with brands, according to new analysis of consumer conversation patterns by Engagement Labs, which finds the conversation frequency among the most prolific consumer conversationalists—young people—has plummeted.   As cord-cutting and advertising avoidance expands to older segments, brands will find it increasingly difficult to achieve their marketing ROI objectives, unless they respond with new approaches that not only reach consumers but also inspire brand engagement. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a new paper published in the MIT Sloan Management Review, including conversations that are triggered by paid advertising.   The analytics behind the new report, Cutting the Cord That Engages Us, reveal that over the last five years, the number of consumer conversations about brands per week among teens have dropped from 115 per person per week to 95, while among twentysomethings the drop is from 102 to 93 per person.   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
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?