Engagement Labs Report Reveals Sharp Differences Between Social Media and Real-Life Conversations About Brands

MarTech Series

Most Brands’ Online and Offline Conversations Are Very Different and Require Distinctive Marketing Strategies

  Engagement Labs, an industry-leading data and analytics firm that provides social intelligence for Fortune 500 companies, has released a new report, “360° Social Analytics: Going Beyond Social Media to Grow Brands,” that reveals the surprising degree to which online and offline conversations operate independently from each other; in fact, there is virtually no correlation between online and offline sentiment.   As more marketing landscape challenges arise for brands, from the decline of advertising from cord cutters to 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.   In this report, Engagement Labs undertook a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends for 500 brands across multiple sectors such as beauty, personal care, retail, technology, financial services and dining with correlations data for 80 brands, as well as more detailed analytics of Gillette, United Airlines, and Herbal Essences as three case studies.     Read the full MarTech Series media coverage, here.
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Engagement Labs Report Reveals Sharp Differences Between Social Media and Real-Life Conversations About Brands

Customer Think  

Most brands’ online and offline conversations are very different and require distinctive marketing strategies

NEW YORK, NY (August 27, 2019) – Engagement Labs (TSXV: EL), an industry-leading data and analytics firm that provides social intelligence for Fortune 500 companies, has released a new report, “360° Social Analytics: Going Beyond Social Media to Grow Brands,” that reveals the surprising degree to which online and offline conversations operate independently from each other; in fact, there is virtually no correlation between online and offline sentiment. As more marketing landscape challenges arise for brands, from the decline of advertising from cord cutters to 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. In this report, Engagement Labs undertook a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends for 500 brands across multiple sectors such as beauty, personal care, retail, technology, financial services and dining with correlations data for 80 brands, as well as more detailed analytics of Gillette, United Airlines, and Herbal Essences as three case studies. The Company 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). The report presented that none of those metrics display meaningful correlation between online and offline discussions for brands.   Read the full Customer Think article, here.
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How Brands Can Thrive Amid Consumer Distrust

MediaPost by  

The era of “fake news,” populism, and declining faith in institutions has eroded public confidence in virtually all information sources.  Google Trends shows that the word “fake” has generally surpassed “trust” as a search term, beginning around the time of the 2016 Presidential election.

Marketers and technology companies haven’t helped things, with the advent of “fake influencers,” concerning data breaches and worries over spying on consumers. The trend is spurring major brand marketers to look for new strategies to communicate with skeptical consumers.

Marketers need to rethink their decisions about media, consumer targeting, messaging, and spokespersons in order to succeed in an era of consumer distrust.

UM’s long-running Wave global survey recently explored the issue of trust and found disturbingly low confidence in the perceived “truthfulness” of virtually every information source in our lives. For the first time, the study asked how often each of 13 information sources were “truthful,” using the following answer choices:

  • less than 25% of the time;

  • 25-49% of the time;

  • 50-74% of the time; and

  • 75-100% of the time.

  Read the full MediaPost article, here.
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Help them do it for the Gram

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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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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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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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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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?