The newest Forrester Wave on social listening platforms expresses disappointment in the category

MarTech Today

The report says there are too few differentiators and not enough integrated use of the data across the entire enterprise.

Barry Levine on August 30, 2018 at 5:15 pm   The coverage by social listening tools is expanding beyond social networks, but there are few clear differentiators between vendors and social data is still not extensively utilized across customer companies. Those are some of the main takeaways from the new Forrester Wave quarterly report, “Q3 2018 Global Social Listening Platforms.” (Available as a free download from some of the mentioned vendors, such as Talkwaker or Synthesio, both of which require user registration.) “In our 2016 Forrester Wave ™ evaluation of social listening platforms,” authors Jessica Liu and Arleen Chien write in the newest report, “we acknowledged that the technology had great potential, but its heyday was still to come. We’re still holding our breath in 2018.” One of the ongoing issues, Forrester says, is that marketing “still primarily owns and uses social data in a silo,” although brands are combining social data with data from other sources, such as market research, audience segmentation and digital ad targeting. But social data is not commonly integrated with, say, call center transcripts, traditional ad targeting, human resources data or in-store data. Additionally, the data sources tend to be similar across vendors, not only because they draw from the same social networks but because they utilize the same third-party aggregators for social content on web sites, such as LexisNexis or Factiva for news and TVEyes for broadcast TV comments. A recent report from Engagement Labs pointed out that insights obtained just from social data are often not representative of the larger discussion offline. By including offline data in the picture, social listening platforms could provide a more accurate Big Picture.   Read the full MarTech Today article, here.
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Opinion: Is Nike’s Colin Kaepernick ‘Just Do It’ deal really stupid — or incredibly shrewd?

Marketing Land  

The apparel giant might have intentionally embraced controversy for longer-term gains with key audiences.

Many marketing pundits and talking heads are now asking whether Nike’s “Just Do It” anniversary deal with NFL quarterback-turned-activist Colin Kaepernick is one of the stupidest marketing decisions ever. Is Nike crazy — or crazy like a fox? Given the protests and counter-protests that have surrounded other brands taking political or value-based stands since the 2016 election, Nike had to have known that it would bring controversy if not outright boycotts from some quarters. But that may have been part of the calculation for the sports-apparel giant. Indeed, thousands of those opposed to Kaepernick’s activism tweeted or retweeted images of burned or destroyed Nike shoes and other Nike apparel. …. While social conservatives and others on social media called for boycotts, it’s not clear how much this sentiment will extend into real-world buying behavior and offline conversations. An Engagement Labs analysis of audience reactions to various brand controversies concluded that social media conversations are not necessarily a good predictor of “real life” activity and attitudes. Read the full Marketing Land article, here.
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Chatter That Matters: 4 Must-Haves for Word-of-Mouth Marketing That Works

Entrepreneur
GUEST WRITER
Author, Speaker and Founder of Convince & Convert
7 min read

Cultivating a differentiator that’s remarkable, relevant, realistic and repeatable is critical in our hypercompetitive marketplace. From there, word-of-mouth marketing takes on a power of its own.

Why your business needs a talk trigger now more than ever.

An effective talk trigger is a differentiating experience or unique twist on a product that compels customers to tell others about it. It might be the warm cookie when checking into a hotel, the humorous hold music or those extra fries overflowing in the to-go bag. Whatever it is, it’s not a one-off. A talk trigger is carefully crafted and woven into how a company engages each customer, every time. Triggering word-of-mouth marketing is critical in today’s hypercompetitive, highly personalized marketplace. Not only is word of mouth automatically tailored by the talker to fit the perceived needs of listeners, but it is also independent, which adds to its credibility and persuasiveness. A 2017 study by Engagement Labs found that 19 percent of consumer purchases in the U.S. are caused by word of mouth, both online and offline. And research conducted by Blanc & Otus and G2 Crowd showed an even greater impact in the business-to-business space due to the higher average prices, longer consideration period and smaller customer pool. Beyond what research can capture, many more purchases are likely substantially influenced by word of mouth, albeit more subtly.   Read the full Entrepreneur article, here.
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What Are Today’s Teens Talking About? 5 Insights

MarketingCharts September 12, 2018 Online and offline conversations are estimated to drive almost one-fifth of consumer sales in the US. So as marketers turn their attention to Gen Z, it pays to know what they’re talking about, especially as a new report from Engagement Labs [download page] reveals that they have 35% more product conversations daily than adults ages 21 and older (13.4 vs. 9.9). Here are 5 insights from the study, which defines teens/Gen Z as people ages 13-20.

1. Teen Tech Talk Shifts to Popular Services and Device

Compared to 2013, fewer teens are talking about less-portable brands, such as Toshiba, Microsoft and Asus. Interestingly, despite the continued popularity of gaming as a leisure activity among youth, teens are also talking less about Nintendo, Xbox and PlayStations, perhaps reflecting the rise to prominence of mobile gaming platforms. Popular services and devices are instead capturing the attention of today’s teens enough to warrant a conversation. More than twice as many talk about Amazon (+127%) and Facebook (+115%) as did 5 years ago, though the conversation about Facebook may not be all positive. (One in 3 teens thinks Facebook is for “old people.”) Meanwhile, more teens are also talking now about brands including the iPhone, iTunes, Google, and Android, reinforcing the importance of mobile devices in their day-to-day lives.   Read the full MarketingCharts article, here.
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Generation Z Shows Preference for ‘Around the Corner Retail’

Convenience Store News 08/30/2018 NEW YORK — Generation Z, the teens of today and the consumer powerhouse of tomorrow, is shunning drives to retail malls in favor of walkable trips to neighborhood convenience stores. Engagement Labs’ Gen Z: The TotalSocial Generation study offers insights on Gen Z’s preferences as consumers by looking at their conversations about brands on social media and in the real world. Among the preferences revealed in the study is that there’s a shift happening to a preference for “around the corner retail” in place of destination retail. This is benefiting “neighborhood” convenience stores and drugstores. 7-Eleven is up by more than 300 percent among Generation Z in terms of frequency of conversation, while Aldi’s, Walgreens and CVS are also posing double- and triple-digit gains. On the other hand, the biggest declines seen among teens since 2013 are Nordstrom, JCPenney, Kohl’s, Macy’s, Kmart, Sears and TJ Maxx.   Read the full Convenience Store News article, here.
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What’s Gen Z Talking About?

Convenience Store Decisions By:  CSD Staff August 29, 2018   7-Eleven is up by more than 300% among Generation Z in terms of the frequency of conversation. Who is Generation Z and what do they care about? A new analysis of teenage conversation patterns by Engagement Labs set out to find out. It found teens today—popularly known as Generation Z—present an entirely new challenge to marketers. Enabled by mobile devices, ride sharing, and a penchant for walkable restaurants and retail, teenagers are shunning destination retail and the auto industry for FaceTime, 7-Eleven and Starbucks. Marketers have an inherent fascination with the next big thing, and the next big thing is Generation Z. Generation Z, the next consumer powerhouse is expected to account for 40% of all consumers by 2020. In a recent landmark study, Engagement Labs proved that conversations about brands, on average, drive 19% of U.S. consumer purchases, representing between $7 and $10 trillion in annual sales. For that reason, Engagement Labs’ analysis includes not only social media, but also what Generation Z is talking about face-to-face, in the real world. The study “Gen Z: The TotalSocial Generation,” reveals that Gen Z is highly talkative about brands. They have 13.4 conversations about products and services on average each day, one-third more than the 9.9 conversations among people 21 and older. They also talk more about political and cultural topics such as the environment and health eating or nutrition. In a typical day they have 30% more conversations than adults about such issues.   Read the full Convenience Store Decisions article, here.
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Gen Zers drop destination retail, auto brands from the conversation, study finds

Marketing Dive

AUTHOR: Erica Sweeney

PUBLISHED: Aug. 29, 2018

 

Dive Brief:

  • Apple, its iPhone line of smartphones and Coke are the three most talked about brands among Gen Z, according to a new study by Engagement Labs. The remaining top eight brands based on the percentage of teens talking about them on an average day are: Samsung, Nike, McDonald’s, Walmart and Pepsi, respectively. Despite Coke and Pepsi’s placements, conversations have decreased 21% for Coke and 49% for Pepsi since 2013.
  • Conversations around auto brands have also dropped significantly in that period. Retailers Nordstrom, JCPenney, Kohl’s, Macy’s, Kmart, Sears and TJ Maxx had some of the biggest declines over the last five years. Youth-centered apparel brands like Aeropostale, Hollister, Abercrombie, Reebok, Converse, Vans and Puma saw major dips as well. However, chatter around 7-Eleven increased more than 300%, while Aldi’s, Walgreens and CVS also saw double- and triple-digit gains.
  • Gen Z shows a preference for ride-sharing and “walkable” local restaurants and shops, shunning destination retail and auto brands in favor of companies like 7-Eleven and Starbucks. Other brands, including Ace Hardware, Scott Tissue, Breyers Ice Cream and Post, receive more attention than they did than five years ago. Gen Z talks more about political and cultural topics like environmental sustainability and just talks more overall, with 13.4 conversations about products and services per day — about 30% more than consumers age 21 and older.
  Read the full Marketing Dive article, here.
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Generation Z Report Reveals Them to Be Social Foodies with Declining Interest in Cars and Retail Malls

MarTech Series Marketers have an inherent fascination with the next big thing, and the next big thing is Generation Z. Generation Z, the next consumer powerhouse is expected to account for 40 percent of all consumers by 2020. In a recent landmark study, Engagement Labs proved that conversations about brands, on average, drive 19 percent of US consumer purchases, representing between $7 and $10 trillion in annual sales. For that reason, Engagement Labs’ analysis includes not only social media, but also what Generation Z is talking about face-to-face, in the real world. The study “Gen Z: The TotalSocial Generation,” reveals that Gen Z is highly talkative about brands. They have 13.4 conversations about products and services on average each day, one-third more than the 9.9 conversations among people 21 and older. They also talk more about political and cultural topics such as the environment and health eating or nutrition. In a typical day they have 30 percent more conversations than adults about such issues. Also Read: SheerID Expands Digital Verification Platform Enabling Marketers to Acquire Customers Across More Segments with Gated Offers   Read the full MarTech Series article, here.
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Nike’s Winning the Word-of-Mouth War With Teens, While Converse and Reebok Decline

Footwear News By Hilary George-Parkin

If brands want to win over teens, they have to give them something to talk about — and Nike is doing just that.

According to new research from Engagement Labs, a data and analytics firm that focuses on conversations about brands, 11.2 percent of shoppers between the ages of 13 and 20 talk about the sportswear giant on an average day, up 34 percent from 2013. This vaults Nike into the top five most-discussed brands among teens, behind only Apple brands, Coca-Cola and Samsung.

Over the course of 12 months, researchers surveyed 6,736 Gen Z consumers about their offline conversations, and compared the results to a similar data set from five years ago, as well as to consumers aged 21 and up. They found that teens are far more social overall (perhaps unsurprisingly, if you remember high school), and spend a good deal of their social time talking about products and services. In fact, members of the under-21 set have an average of 13.4 of these conversations, compared to 9.9 for people 21 and older.

  Read the full Footwear News article, here.
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The most talked-about brands—by Gen Z

Chain Store Age BY MARIANNE WILSON Traditional youth brands are no longer finding a seat at the “cool table.” That’s according to a new study by Engagement Labs, which studied the conversation patterns of teens, or Generation Z. The group is expected to account for 40% of all consumers by 2020. The study “Gen Z: The TotalSocial Generation,” reveals that Gen Z is highly talkative about brands. They have 13.4 conversations about products and services on average each day, one-third more than the 9.9 conversations among people 21 and older. “They are talking more face-to-face about products and services as well,” said Ed Keller, CEO, Engagement Labs. “We are also seeing major shifts from the teenagers of five years ago, indicating that Gen Z is a very different type of generation, with long-term implications for marketers.” iPhone and Apple are the two most talked about brands of Generation Z, reflecting the importance of technology, connectivity, and mobility to today’s teens.   Read the full Chain Store Age article, here.
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