Joining the dots of online and offline WOM

  WARC   News, 12 September 2019   When it comes to word of mouth, brands have been quick to focus on online engagement via social media and to then assume offline conversations are the same – but research shows brand conversations across different channels have almost no relationship to one another. For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is, says Matt Dodd, MD/Analytics, Kantar. Writing for WARC, he explains that “not only do people tend to discuss different types of brands [across different channels], but their sentiment for the same brand may differ vastly between online and offline channels.” Kantar and Engagement Labs analysed online and offline consumer conversations for 400 UK brands and looked at the four key metrics outlined above, with each weighted to their correlation to sales, to compare digital and offline chatter. When the weekly averages for online and offline conversations for the brands in the study were compared, across all measures there was low correlation; only in the case of volume did the correlation level reach double digits, at 13.7%. (For more, read the full article on WARC: Getting the full picture: Understanding the link between online and offline brand chatter.)   Read the full WARC article, here.
Follow Us:

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?  

Talk Triggers: Using Word-of-Mouth Marketing to Promote Your Self-Storage Facility

Inside Self-Storage

When it comes to word-of-mouth marketing, self-storage operators can’t just stand by and hope people talk about them. Instead, they should develop a “talk trigger” they can share with every customer.

Steven Jeffers | Sep 03, 2019   If you’ve ever stayed at a DoubleTree hotel, the warm, gooey cookie handed out during check-in probably stands out in your mind. At Five Guys eateries, you know to order a small batch of fries because they always overload you with extra. The experience at The Cheesecake Factory is always unique due to the massive menu. All these are examples of business “talk triggers.” When it comes to digital marketing, many self-storage operations have a social media strategy, a local business strategy and a Google-review strategy. However, when it comes to word-of mouth, they come up short. We tend to trust that if we provide good enough customer service, tenants will surely talk about our facility with others. At least, that’s what we hope. And there’s a good reason to want this kind of promotion. According to a 2018 study by data and analytics firm Engagement Labs, 19 percent of purchases are caused by word-of-mouth and almost 90 percent are at least influenced by it. Marketing firm Convince & Convert found that recommendations from friends or family members rank third in consumers’ decision-making process, coming in behind only personal experience or familiarity with a brand. The same study found that 83 percent of consumers have given at least one word-of-mouth recommendation at some time. As self storage operators, we all care about word-of-mouth marketing but don’t seem to know what to do about it. Enter the talk trigger.   Read the full Inside Self-Storage article, here.
Follow Us:

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?  

There’s Almost No Correlation between Online and Offline Conversations

Loyalty360   Customer Experience McDonald’s Will Expand Food Delivery Nationwide McDelivery service will no longer be limited to major cities. “McDonald’s deal with DoorDash partnership illustrates how Americans are changing their dining preferences. Millennials, for one, prefer to cook at home or order in, which can save money compared with eating at a restaurant. Offering home delivery may help McDonald’s target those younger consumers who want quarter pounders delivered to their doorstep.” There’s Almost No Correlation between Online and Offline Conversations New research shows that what consumers are saying online isn’t indicative of what they’re saying offline. “The general proposition here is that ‘monitoring social media cannot reveal what is happening in terms of offline conversations.’ This may sound counter-intuitive because ‘everyone’s online except people over 65, right?’ But this is what Engagement Labs’ data show. It’s also what location intelligence company Gravy has shown in other contexts.” Walmart and Nordstrom Are Building Stores That Don’t Sell Anything The two retailers “are creating small hubs in big cities and dense suburban areas for shoppers to retrieve their online grocery and clothing orders. These new locations give them access to shoppers who want their stuff in a hurry without schlepping out to regular big-box stores or waiting around for home delivery.”     Read the full Loyalty 360 article, here.
Follow Us:

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?  

Divide between social media and real-life brand conversations poses measurement challenges

Agility PR   by Richard Carufel | Sep 3, 2019 | Public Relations   New research from social intelligence data and analytics firm Engagement Labs reveals the surprising degree to which online and offline conversations operate independently from each other—in fact, the firm’s new report finds there is virtually no correlation between online and offline sentiment.   The new report, 360° Social Analytics: Going Beyond Social Media to Grow Brands, asserts that as more marketing landscape challenges arise for brands—from the decline of advertising from cord cuttersto brand controversies in a highly politicized environment—marketers need to look into measurement strategies that treat social media conversations and offline conversations as separate, but equally important channels of consumer experience.   Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a recent paper published in the MIT Sloan Management Review.   Engagement Labs looked at several key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers). According to the research, none of those metrics display meaningful correlation between online and offline discussions for brands.   “At a time when social media channels are spreading controversial opinions and outrage, it’s vital for marketers to realize that they do not always reflect consumer sentiment in the real world,” said Ed Keller, CEO of Engagement Labs, in a news release. “Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations.”     Read the full Agility PR article, here.
Follow Us:

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?  

¿Es el social listening realmente representativo de lo que opinan los consumidores?

PuroMarketing   Por Redacción | Social Media Marketing | 02-09-2019  

Un estudio deja claro que el sentimiento online no es siempre paralelo al sentimiento offline

  … Pero ¿deberían empezar las empreseas a tener en cuenta lo mismo? ¿Deberían poner en la tela de juicio el potencial de las redes sociales como fuente de información sobre sus consumidores y sus intereses?   El social listening podría haber dejado de ser sacrosanto. Los estudios empiezan a dejar claro que los temas de los que hablamos en redes sociales no son necesariamente de los que lo hacemos fuera de ellas. Un tema de moda en Twitter no tiene que ser, por tanto, un tema que marque la agenda en la calle. Como señalan en Marketing Land, echando mano de un estudio de Engagement Labs, las marcas no pueden confiar en el social media listening como herramienta mágica para comprender qué quiren los consumidores y qué opinan. No es una versión realmente representativa del estado de las cosas.  

Las conversaciaones no son paralelas

  El estudio ha partido de los datos de conversaciones sobre 500 marcas de diferentes categorías, centrándose en cuestiones como los volúmenes de of conversación, el sentimiento, la influencia o las veces que se comparten esos contenidos. Estos datos se cruzaron con escuestas sobre las marcas para establecer si había una correlación en lo occuría online con lo que pasaba offline.     Read the full PuroMarketing article, here.
Follow Us:

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?  

Memo to retailers – Gen Z loves the store, so you need to as well

Diginomica   By Stuart Lauchlan September 2, 2019 SUMMARY: Gen Z may be digitally-native and always connected, but that doesn’t mean they don’t want to browse the store floor.   The pursuit of the Gen Z consumer is a primary goal for retailers, but are firms pitching at the wrong part of the omni-channel mix to lure this digitally-native demographic? Recent research suggests that while these shoppers are supposedly inextricably attached to their smartphones and apps, they’re actually big fans of the offline store – and are not as fixated on Amazon as retailers themselves are. We’ve noted on several occasions a growing realisation among so-called legacy retailers that their store real estate is a massive asset if managed correctly as part of a coherent omni-channel strategy that balances online and offline. Rather than race to move everything online, fuelled by Amazon-envy, learning to ‘love the store’ has been an important development in the turbulent retail sector. This chimes with Gen Z’s predilections and that matters. Pursuit of Gen Z spenders isn’t just the latest ‘buzzword-compliant’ move by retailers (although if it means that we’ve moved past the inevitable Millennial mantras of recent years, that’s a positive in its own right!). But the reality is that Gen Z has become an important retail constituency. Recent research by marketing data firm Engagement Labs, suggest that around 40% – and rising – of US shoppers are from a Gen Z demographic. It’s worth noting that dating Gen Z varies depending on which organization is opining, but it’s basically mid-90s through to mid-2010s in terms of date of birth.     Read the full Diginomica article, here.
Follow Us:

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?  

Report indicates brands’ online and offline conversations should be measured holistically

MarTech Today

The MarTech Minute: Apple offers rare apology, Cisco’s eyes a new acquisition and SAP’s new content hub

MarTech Minute briefs always appear first in our daily newsletter throughout the week. The following is our compilation of the past week’s briefs from those newsletters.

Jennifer Cannon on August 30, 2019 at 9:00 am   MarTech Minute briefs always appear first in our daily newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters.   Report indicates brands’ online and offline conversations should be measured holistically. The report, produced by Engagement Labs, analyzed week-to-week trends for online and offline conversation trends for 500 brands across multiple industries. When it comes to key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing and influence, researchers found that online furor doesn’t necessarily correlate with real-world conversations. “At a time when social media channels are spreading controversial opinions and outrage, it’s vital for marketers to realize that they do not always reflect consumer sentiment in the real world,” said Ed Keller, CEO of Engagement Labs. “Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations,” added Keller.   Read the full Martech Today article, here.
Follow Us:

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?  

Report: There’s almost no correlation between online and offline consumer conversations

Marketing Land

Brands can’t rely on “social media listening” as a proxy for broader consumer sentiment

Online and offline consumer conversations are largely separate. That’s the conclusion of a large, recent study from Engagement Labs, which affirms earlier data and analysis by the company, as well as others.   Analysis of conversations about 500 brands. Engagement Labs performed what it describes as “a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends” of 500 brands across multiple product categories. The company examined “conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers).”   Engagement Labs uses a mix of surveys and online social media monitoring to gauge consumer sentiment and actions. It determined that across these multiple metrics there was not “a meaningful correlation between online and offline discussions for brands.” The top-level takeaways for marketers and brands are the following:
  • Brands can’t rely on “social media listening” as a proxy for broader consumer sentiment or to evaluate the complete impact of any decision or campaign
  • Online and offline conversations need to be measured and managed separately
  • Brands need to clearly understand the differences between these distinct audiences
  Alignment between online and offline sentiment does occur. This is not to say that there’s never a connection or correlation between online and offline sentiment. It can and does happen. Think for example, of United Airlines when it ordered the forced removal of an uncooperative passenger from one of its planes in 2017 in a highly publicized incident. That drove negative sentiment universally. However, recovery of the brand occurred at different rates online and off.   Read the full Marketing Land article, here.
Follow Us:

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?  

Look To Gen Z For More Retail Trend-Setting

PYMNTS.com Posted on August 28, 2019   Forget millennials – well, at least for a moment. So-called Generation Z is also driving much of the innovation when it comes to retail. Take Target, for instance. To reach consumers on the hunt for offerings that are “clean and natural,” the retail chain rolled out its Everspring household brand. The line includes products such as dish soap, paper towels and laundry detergent. The selections are made from recycled and bio-based materials as well as natural fibers. They will also come with a new “Target Clean” symbol, which indicates that an item is not made with chemicals like propylparaben or sodium laureth sulfate. The items are sold in small quantities to catch the interest of Generation Z and millennial consumers who aren’t interested in buying in bulk. Reportedly, Target research has shown that these consumers aren’t as loyal to specific brands as older shoppers. According to research, approximately 40 percent of all shoppers are from Gen Z. Engagement Labs, the data and analytics company that assists marketers, says the group of people born between 1997 and 2016 are 86 million strong, and influence $600 billion of spending by families. This group is also big on conversations, both online and offline: Engagement Labs finds that they drive 19 percent of purchases.   Engagement Labs surveyed 6,736 teens during the course of 12 months about what they talked about in the previous 24 hours, and found that those topics included gadgets, drinks and snack foods. They noted that they found Generation Z to be a very social group of people. As a result, digital devices from the likes of Apple and Samsung are popular with this group, as are food and beverage brands.   Read the full PYMNTS.com article, here.
Follow Us:

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?  

Getting the full picture: Understanding the link between online and offline brand chatter

WARC  

Definition

From a marketer’s perspective, word-of-mouth is how the positive (or negative) views of brands are spread by consumer conversation, through public, social channels or through one-on-one forums such as face-to-face conversations. The rise of social media has led to easier measurement of the channel, but private channels are still a major but less trackable influence. For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is. From this we can create the TotalSocial® score – combining online conversations, including public posts and shares on social media and blogs, with consumer surveys to understand how people talk about brands in their daily lives – and measure and benchmark performance over time.

The message of word-of-mouth depends on the platform

Cosmetics brand Lush hit the headlines earlier this year when it decided to close its UK social media accounts. The brand redirected customers to its website, email and phone lines for one-to-one conversations, increasing its emphasis on engaging consumers directly online. Lush’s decision suggests that some brands are beginning to question the power of social media to influence consumer opinions and purchase decisions. Many marketing and advertising teams still consider going viral as the pinnacle of achievement, with success measured in thousands of likes, mentions and re-shared posts. But just how much does trending online matter from a business perspective?   Read the full WARC Exclusive article, here.
Follow Us:

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?