Whole Foods Takes The Top Spot In Engagement Labs’ TotalSocial Ranking

The Shelby Report Date: November 08, 2018 Engagement Labs Inc., a data and analytics firm, on Nov. 8 released its TotalSocial top 10 ranking of supermarkets and hypermarket brands in the U.S. based on social influence., a data and analytics firm, on Nov. 8 released its TotalSocial top 10 ranking of supermarkets and hypermarket brands in the U.S. based on social influence., a data and analytics firm, on Nov. 8 released its TotalSocial top 10 ranking of supermarkets and hypermarket brands in the U.S. based on social influence. The analysis combines offline and online consumer conversations and is based on Engagement Labs’ proprietary TotalSocial data and analytics, which continuously measures the most important drivers of brand performance in both face-to-face (offline) and social media (online) conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months, compared to last year six months ending March 2017. According to Engagement Labs’ report, Sam’s Club enjoyed the biggest jump in the rankings, moving into eighth place from its previous spot at No. 13, primarily due to a large increase in offline sentiment, and to a lesser extent an increase in online brand sharing. The brand announced in mid-2018 that it would change the format of several of its stores to be more like “distribution warehouses” to focus on fulfilling online orders. It also is developing a small-format concept focusing on fresh food and “grab-and-go” meals. Whole Foods moved into the No. 1 spot from its previous rank at No. 2 due to an increase in offline brand sharing. Whole Foods was acquired by Amazon last year and has offered savings exclusive to Amazon Prime members.   Read the full The Shelby Report article, here.
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More Than $3 Billion Spent on Local Broadcast Television Advertising During 2018 Midterms

Broadcasting & Cable Wire Contributor November 7, 2018 … This election cycle demonstrates that when it comes to political advertising, campaigns look for what influences voters most. Kantar Media/CMAG General Manager Steve Passwaiter noted, “The numbers speak for themselves. TV remains at the forefront of ad choices for political decision makers.” While final numbers are yet to be confirmed, Kantar reports that political campaigns, PACs and other entities spent at least $3.01 billion on local broadcast television ads. Key races included: · $115,537,020 spent in the Florida Senate race · $63,452,900 spent in the Missouri Senate race · $55,050,980 spent in the Nevada Senate race · $47,927,190 spent in the Arizona Senate race · $37,537,750 spent in the Tennessee Senate race In 2018, campaigns needed to tap into intense voter interest, looking to increase turnout. In this environment, local broadcast television’s established presence provided an edge. Voters trust their local TV stations, with 80 percent of respondents to an American Conversation Study, commissioned by TVB and conducted by Engagement Labs, reporting that they trust local broadcast TV news and 75 percent stating that they trust news from local TV websites. In 2018’s hyper-charged environment, this trust matters.   Read the full BROADCASTING AND CABLE article, here.
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More Than $3 Billion Spent on Local Broadcast Television Advertising During 2018 Midterms

AP News
November 7, 2018
While final numbers are yet to be confirmed, Kantar reports that political campaigns, PACs and other entities spent at least $3.01 billion on local broadcast television ads. Key races included: $115,537,020 spent in the Florida Senate race $63,452,900 spent in the Missouri Senate race $55,050,980 spent in the Nevada Senate race $47,927,190 spent in the Arizona Senate race $37,537,750 spent in the Tennessee Senate race In 2018, campaigns needed to tap into intense voter interest, looking to increase turnout. In this environment, local broadcast television’s established presence provided an edge. Voters trust their local TV stations, with 80 percent of respondents to an American Conversation Study, commissioned by TVB and conducted by Engagement Labs, reporting that they trust local broadcast TV news and 75 percent stating that they trust news from local TV websites. In 2018’s hyper-charged environment, this trust matters. It’s clear that television was the choice for political decision makers in 2018. “Trust and influence drive the power of local broadcast TV advertising to deliver,” said TVB’s Steve Lanzano. “Candidates and campaigns turned to local television to reach voters. This year’s spending and results prove they were right.”   Read the full AP News article, here.
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Puma retools media strategy with account shift to Havas

Marketing Dive

AUTHOR: Erica Sweeney

PUBLISHED: Nov. 1, 2018

Dive Insight:

As competition in the sportswear market heats up and top brands like Nike and Adidas continue to dominate, Puma is rethinking its media strategy to focus on quality over quantity. The move comes as the brand has experienced some internal disruptions. Earlier this year, French company Kering SA spun off Puma as a separate company so that it could focus on its luxury labels. Puma wants to invest more in sponsorships with athletes and celebrities, such as through its partnership with Rihanna, according to MediaPost. The musician has worked with the company as a brand ambassador and creative director for women’s fashion since 2014. In June, Puma also tapped Jay-Z as the creative director of its basketball division to oversee strategy, marketing and product design amid a broader revamp of its basketball offerings. These ambassador-focused campaigns with celebrities appear to be resonating with consumers. In April, Puma took the top spot for offline and word-of-mouth marketing in Engagement Labs’ TotalSocial Brand Awards for Brand Sharing. E-commerce is another area where the marketer is looking to build out its focus, according to Digiday. Rather than squarely growing its own site, however, the brand is working on landing better deals with retailers by using its customer data.   Read the full Marketing Dive article, here.
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Goya Foods, Always Present Helping the Community

Abasto   by: Hernando Ramírez-Santos A young Hispanic girl with a serious heart condition dreamed of having a big Quinceañera, so the Make-A-Wish organization sought out Goya Foods to help fulfill the girl’s dreams, who depends on a pacemaker to live. The company not only responded with a donation of funds, but also helped her get a new dress for the party, made the invitations and a group of employees collaborated with the room decorations where they celebrated the Quinceañera. With a small gesture, like fulfilling the dream of a seriously ill girl, or donating millions of tons of food to victims of natural tragedies, Goya Foods reflects its social responsibility and commitment to its community, which are the Hispanic food company’s fundamental values. For 82 years, Goya Foods has not only been one of the main food providers for Latinos in the US, but one of its greatest benefactors. According to the TotalSocial classifications of the Engagement Labs data and analysis firm, in 2018, it ranked second among the leading companies of social influence among the largest food brands in the US.   Read the full Abasto article, here.
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Are consumers living in a “political brand bubble?” Quiz yourself.

Agility PR by Bulldog Reporter | Oct 26, 2018 Today’s polarized political environment is increasingly impacting brand marketers, illustrated in dramatic fashion by Nike’s decision to launch a controversial campaign featuring ex-NFL player and anthem-kneeling pioneer 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.   The intersection between brand marketing and politics is illustrated in a new way as social intelligence data and analytics company Engagement Labs has released an online quiz based on its data indicating that the advocates of many brands also lean strongly toward either Democrats or Republicans.   “Some brand allegiances are obvious, such as Democrats recommending MSNBC and Republicans recommending Fox News among cable news channels. But many other brands have advocates who lean red or blue as well, and are harder to guess,” said Engagement Labs’ chief commercial officer Brad Fay, in a news release. “Do Republicans or Democrats recommend Allstate for insurance? What about State Farm? And which party’s supporters are more likely to travel booking sites Hotels.com and Trivago? These are all brands that lean red or blue, and factor into the new Engagement Labs quiz.”     Read the full AgilityPR article, here.
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Get to know Generation Z

Dairy Foods

The diverse and tech-savvy generation is set to transform food and beverage formulation in the years to come.

October 23, 2018 Generation Z — comprising consumers aged 11 to 22 in 2018 — has the potential to reset expectations for health and wellness, increase the reach of international cuisine and heighten creativity in the kitchen, according to global market research firm Mintel. Also known as the iGeneration, Gen Z is the most diverse in U.S. history, Mintel research shows. Mintel revealed how the diverse and tech-savvy Generation Z is set to transform food and beverage formulation in the coming years during a presentation during IFT18. Dairy processors would be wise to pay attention to this generation’s unique wants and needs. As Engagement Labs reports in its August 2018 report titled “Gen Z: The TotalSocial Generation,” Gen Z is expected to account for 40% of all consumers by 2020. 25% – That’s the percentage of U.S. teens age 15-17 who say they worry about staying healthy. Another 49% agree that drinking soda is unhealthy. 13.4 – That’s the average number of conversations a Gen Z consumer has about brands, products and services each day, one-third more than the average 9.9 conversations among people in older generations.   Read the full Dairy Foods article, here.
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Which electronics brands are best for social influence?

ZDNet

Despite huge budgets and exposure, the brands we expect to top the charts right now – do not – according to a new social ranking

By Eileen Brown for Social Business | October 17, 2018 — 18:01 GMT (11:01 PDT) | Topic: Social Enterprise   New York-based data and analytics firm Engagement Labs has released its TotalSocial ranking of the top consumer electronics brands in the US, based on social influence. Social influence does not cover only online consumer conversations. This analysis also combines offline, face-to-face conversations. The data is combined with predictive analytics to increase ROI and revenue for brands. Ranked at No. 1 is Sony’s PlayStation, which has benefitted from the enormous popularity of the game Fortnite: Battle Royale. This jumped up to the No. 1 spot as its online sentiment increased. This score indicates consumers are talking positively about the brand in social media. Over 125 million people worldwide are playing Fortnite: Battle Royale, and the game is the top-grossing title on consoles, according to SuperData Arcade. According to the report, parent company Apple lost its the top spot, falling to No. 4. Although its massive sub-brands such as iPhone and iPad did not break into the top 10, together the company’s brands do dominate consumer conversations — even though they do not have brand social pages.   Read the full ZDNet article, here.
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Brands Shouldn’t Believe Everything They Read About Themselves Online

Harvard Business Review By: Joe Panepinto OCTOBER 17, 2018   … We think social-sentiment analysis has value as a part of a brand’s consumer intelligence plan, but we have some advice for those using it or about to embark on the journey:
  1. React, but don’t over-react.The type of consumers moved to post and share statements about brands (or about anything, for that matter) are not necessarily representative of the entirety of your customer base. Social-media users tend to be younger and more female than overall online audiences, and emerging research into social behavior suggests that people who post on social media tend to hold more extreme positions — they tend to be motivated by strong feelings, either positive or negative.
recent study by Engagement Labs in the Journal of Advertising Research pointed out that online conversations about brands and offline conversations (as measured by their TalkTrack tracking study) were not strongly related. In a recent interview, the lead investigator pointed out that online reaction to the Dick’s Sporting Goods decision to stop selling assault rifles and require all gun buyers to be 21 was met with a large degree of negative sentiment online but more positive sentiment offline. More recently, Forbes did an in-depth analysis of the social reaction to Nike’s decision to feature Colin Kaepernick in an advertising campaign. It found a significant spike in negative sentiment online in the hours after the ad was first released. But, within two days, the sentiment shifted to positive.   Read the full Harvard Business Review article, here.
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Reese’s #NotSorry ads drive conversation, purchase intent ahead of Halloween, analysis says

Marketing Dive

AUTHOR: Erica Sweeney

PUBLISHED: Oct. 15, 2018

Dive Insight:

Reese’s Peanut Butter Cups are an iconic Halloween treat, often ranked No. 1 on best-Halloween-candy lists, a fact the brand appears to be successfully capitalizing on this year. For marketers, the results show how a well-coordinated multi-channel campaign that is entertaining and contextually relevant can drive conversation, awareness and purchase intent. The Halloween season is a highly competitive time for candy brands, as they attempt to lure consumers and drive sales ahead of trick-or-treating. Mars brand M&M’s recently debuted its first Halloween campaign in 11 years to run across TV, digital and print. Halloween spending is expected to reach $9 billion this year, according to the National Retail Federation, representing the second-highest spend in the report’s 14-year history. Among Halloween shoppers, 95% are planning to purchase candy, spending $2.6 billion. Hershey’s has been working to enhance its digital strategies to better target younger demographics, including integrating ecommerce and in-store personalized experiences. The company recently ranked No. 3 in Engagement Labs’ TotalSocial ranking of how food brands are doing in offline and online conversations, which is in line with Reese’s ability to drive conversations around the brand.   Read the full Marketing Dive article, here.
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