When it Comes to Consumer Conversations, Macy’s is Trending While Nordstrom and Under Armour Fall Behind

Engagement Labs Reveals Consumer Conversation Trends in TotalSocial® Rankings of Top U.S. Retail and Apparel Brands Based on Word of Mouth and Social Media Conversations NEW YORK, NY (December 19, 2017) – The rapid rise of ecommerce channels combined with growing number of choices to purchase goods is leading to unpredictable consumer shopping behavior. This market dynamic makes it imperative for retail and apparel brands to focus marketing strategies that will get consumers talking, which in turn drives traffic to their stores or their websites. To help retail and apparel brand marketers better understand what consumers are saying in both their online and offline worlds, Engagement Labs has released its updated TotalSocial® rankings of social influence among retail and apparel brands in the U.S. The report looks at how each retail and apparel brand has performed in social conversations over the past six months, compared to the Company’s previous ranking in May 2017. According to Engagement Labs’ report, Macy’s,  Lowe’s and Target all made their debut into the top ten ranking—pushing Nordstrom, Under Armour, Forever 21 and IKEA out of the top ten. The analysis, which is unique in that it combines offline (face-to-face) and online (social media) consumer conversations, is based on Engagement Labs’ proprietary TotalSocial data and analytics platform which continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations. Previously ranked at 14, Macy’s climbed its way into the top ten at number four due to an increase in its online sentiment – which indicates that consumers are speaking positively about the brand on social media. Within the last six months, Macy’s announced a new marketing strategy which will focus on digital and ecommerce. At the same time, they also hired a new CEO, appointed former eBay vice president Hal Lawton as President and hired BBDO New York as its new creative agency. However, while Macy’s made its way into the top ten, Nordstrom saw one of the biggest declines in the ranking. According to Engagement Labs’ report, Nordstrom was pushed out of the top ten to number 20, previously ranked at three, due the controversy surrounding Ivanka Trump’s brand and President Trump’s ongoing tweets against the Nordstrom. This contributed to a decrease in Nordstrom’s online scores, particular online sentiment as there was an increase in negative conversations about the brand. Target, previously ranked at 18, made its first appearance in the top ten at number nine. The Company saw a sizeable increase in online sentiment, as well as gains in online and offline brand sharing – which measures how much a brand’s marketing is being talked about. “Over the last few months, we’re seeing a concerted effort from the retail industry coming up with unique ways to get consumers talking about their ads and purchasing their products,” said Ed Keller, CEO, Engagement Labs. “Target, for example, launched an app called ‘myCheckout’ which enables its staff to process online transactions on behalf of customers when merchandise is out of stock. They also announced they would be lowering prices on hundreds of items so their shoppers can be confident they are getting the best deal. By understanding what its consumers are saying about their brand and their category, Target was able to identify marketing strategies which led to improved second-quarter sales, after four consecutive negative ones.”   Victoria’s Secret remained in the top ten TotalSocial ranking, but dropped down four spots to number eight. The decline in the brand’s performance was fueled by a drop in their online brand sharing score. Following the retailer’s decision to eliminate its popular swimwear and apparel lines from its stores, Victoria’s Secret received a great amount of criticism from its customers which also likely contributed to this decline. According to Engagement Labs, Under Armour, which fell out of the top ten to number 22, saw a decline in its sentiment and influence scores – indicating the brand may be having a hard time connecting with the day-to-day influencers. However, the most substantial decline was in offline influence. Under Armour’s performance also suffered when its CEO Kevin Plank announced he would join the White House Manufacturing Council, which caused some backlash among consumers. Additionally, the Company partnered with NBA star Stephen Curry to create a new sneaker, but this also backfired as consumers spoke negatively about the design on social media. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) provides the world’s leading brands with a unique and powerful data and technology solution to drive sales growth and improve marketing ROI. Our TotalSocial® technology combines online social media listening metrics with the world’s only ongoing measurement of offline word-of-mouth conversations into a single dashboard, to provide marketers with the ability to measure performance, diagnose areas of weakness and opportunity and identify specific strategies and tactics to increase sales and improve marketing ROI. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial tracks 500 brands across 16 major industry categories within the U.S., and 350 brands across 18 industry categories in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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Dove Loses Shine and Maybelline Wins Favor with a New Face, While Old Spice Proves to Be “Unforsweatable”

Engagement Labs Releases Its Latest TotalSocial® Rankings of Top Personal Care and Beauty Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (December 14, 2017) – As a more expansive definition of beauty enters the mainstream, consumers are rewarding brands that get it right, while quickly retreating from those that miss the mark. Engagement Labs’ latest analysis of consumer conversations related to beauty and personal care brands illustrates this shift. To help personal care and beauty brand marketers better understand what consumers are talking about with family, friends and peers, both offline (face-to-face) and online (social media), Engagement Labs released its latest TotalSocial® rankings of social influence among personal care and beauty brands in the U.S. The analysis looks at how each personal care and beauty brand has performed in consumer conversations over the last six months, compared to the Company’s previous ranking in May 2017. According to Engagement Labs’ report, Dove lost its number one spot after consumers criticized two of its marketing campaigns as insensitive. Meanwhile, Maybelline’s hiring of its first male brand ambassador helped lift it into the top 10. The ranking, which is unique in that it combines offline and online consumer conversations, 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 and social media conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months. In the latest ranking, Bath & Body Works and Sephora moved into the number one and two positions, respectively, and Maybelline, Old Spice and MAC Cosmetics debuted in the top 10, pushing out Neutrogena, Gillette and Head & Shoulders. Several brands, including Clinique, Nivea, L’Oréal, and Pantene, kept their top 10 status with only small changes in ranking and associated TotalSocial score. “This new analysis clearly shows the impact of marketing decisions on consumer sentiment, both offline and in social media,” said Ed Keller, CEO of Engagement Labs. “If brands get the messaging right and market it in a way that will resonate with consumers, key influencers will be quick to recommend their products. But it cuts both ways. Miss the mark, and consumer sentiment can quickly turn negative.” Previous frontrunner Dove fell two spots to third as the brand’s online sentiment and influence scores fell significantly. These dips can be attributed to recent campaigns that drew criticism. For example, in May, its “Real Beauty Bottles” limited edition packaging received negative reviews. More recently, the Company admitted it “missed the mark” with a Facebook ad that many viewed as having racist undertones. However, the brand still has the highest TotalSocial offline score in the industry, indicating that while these campaigns may be setbacks, they haven’t permanently damaged the brand’s reputation. In contrast, Maybelline cracked the top 10 with improved online sentiment, which indicates that consumers are speaking positively about the brand on social media. It also saw its offline brand sharing rise, an indication that consumers are talking about the brand’s marketing. These scores improved after the brand announced it was recruiting two makeup artist vloggers with large social media followings to promote their new mascara line. In fact, vlogger Manny Gutierrez is the brand’s first-ever male brand ambassador. Like CoverGirl, which added 17-year-old makeup artist James Charles last October, Maybelline is embracing the expanding definition of masculinity and a focus on Millennial Men, who are highly influential in this market, as Engagement Labs’ noted in a recent study. Old Spice jumped 15 spots to number four due to a big gain in online influence, which indicates the success the brand is having in connecting with the day-to-day influencers. Its offline sentiment also rose significantly. The Company’s recent “Stay Unforsweatable” campaign, featuring Denver Broncos linebacker Von Miller, is more subtle than previous efforts, but the creative and slightly wacky tone of the ads is garnering attention for the brand among online influencers and in offline conversations. Big improvements in online sentiment and offline brand sharing were behind MAC Cosmetics’ top 10 breakthrough. By the end of 2017, the company will have launched 50 new products in collaboration with three well-known make-up artists. These collaborations generated social media conversations and created a lot of excitement around the brand. The company also announced a special collection, developed in response to a fan petition, honoring late R&B singer Aaliyah. Meanwhile, Head & Shoulders fell out of the top 10, due to lower online scores in both influence and brand sharing. While the shampoo maker recently made improvements to its line, it was also called out for containing harmful substances that may cause liver and kidney damage with long-term exposure. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands across 16 major industry categories within the U.S., and 350 brands across 18 industry categories in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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Bose and Roku Make Some Noise with Consumer Conversations, while Apple, Samsung, and Nintendo Find Strong Connections Offline

Audio Equipment Company Leaps into the Top 10 on Engagement Labs’ Latest TotalSocial® Rankings of Top Consumer Electronics Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (November 28, 2017) – Consumers are deeply passionate about their gadgets, and they enjoy telling friends, family, and peers about their latest purchase or favorite brand. These conversations have a proven impact on future sales, and to help consumer electronics marketers better understand what consumers are talking about both in real-life and social media conversations, Engagement Labs has released its latest TotalSocial® ranking of the top-performing U.S. brands in the category. The analysis is a follow up to the Company’s first ranking in April 2017 and is based on Engagement Labs’ proprietary TotalSocial data and analytics platform, which is unique in that it continuously measures the most important drivers of brand performance in both face-to-face and social media conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months. With its new noise-canceling headphones making headlines, Bose is making quite a bang in the category, moving into the top 10 for the first time. The brand accomplished the biggest gain in the category, accelerating 22 spots by improving its offline scores for volume, sentiment and brand sharing. In the time between Engagement Labs’ analyses, Bose renewed its agreement with the NFL to remain its official headphone and headset provider and also partnered with Google to launch an updated version of its noise-canceling headphones. These activities increased positive consumer conversation offline about the brand. “Historically, consumer electronics companies have performed better online than offline, but a key takeaway from this analysis is that offline scores have started to outperform online scores for some companies,” said Ed Keller, CEO of Engagement Labs. “More than half of the top 10 now have higher TotalSocial offline scores than online. In our previous analysis, just PlayStation and Samsung had stronger offline scores, but now Apple, Nintendo, Roku, and Bose can say the same. It’s quite notable that Samsung, which climbed four spots to fourth on the list, notched a higher offline TotalSocial score than Apple this time around.” Meanwhile, Apple held on to the number one spot due to its strong volume scores, both offline and online. However, some of Apple’s products showed some weakness in its online scores as iPad, iPhone and Apple Watch – all fell out of the top 10 over the last six months. The iPad’s online sentiment – the share of social media conversation that is positive about a brand – fell significantly. Meanwhile, the iPhone experienced decreases in online influence, indicating the brand may be having a harder time connecting with day-to-day influencers. With the new iPhone X launching in time for the holidays, however, these scores could turn around as “everyday” influencers begin to share gift recommendations. Two other entrants to the top 10 made big gains in a short period. Roku, at number nine, moved up 18 spots, while Asus entered the list at number five, up 12 spots. Roku, which saw a 43 percent gain in subscribers from the previous year and launched its free ad-supported Roku Channel in September, saw improvements in brand sharing and sentiment both online and offline. Meanwhile Asus, recently honored as a “Rising Star” by the Global Technology Distribution Council, achieved big gains in their online influence score. Nintendo moved up four places to number six, largely due to gains in its influence score both online and offline. The videogame console company has seen record sales with the launch of its Nintendo Switch in March. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) provides the world’s leading brands with a unique and powerful data and technology solution to drive sales growth and improve marketing ROI. Our TotalSocial® technology combines online social media listening metrics with the world’s only ongoing measurement of offline word-of-mouth conversations into a single dashboard, to provide marketers with the ability to measure performance, diagnose areas of weakness and opportunity and identify specific strategies and tactics to increase sales and improve marketing ROI. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial tracks 500 brands across 16 major industry categories within the U.S., and 350 brands across 18 industry categories in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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New Study Finds that 19 Percent of Sales Are Driven by Consumer Conversations Taking Place Offline and Online

Engagement Labs’ Analytics Reveals That Today’s Conversations Predict Next Week’s Sales

NEW YORK, NY (November 27, 2017) — A new study released today by Engagement Labs, found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. The study, conducted in conjunction with Koen Pauwels, Professor of Marketing at Northeastern University and BI Oslo, found that between $7-10 trillion in annual consumer spending is motivated by consumer conversation. In the most comprehensive study to date on word-of-mouth conversations, online social media made up half of the measured social contribution to sales, while offline word-of-mouth contributed the other half. This means that 10 percent of consumer sales are attributed to word of mouth and nine percent to social media. Previous studies estimated a smaller sales impact through the word of mouth and social media channels. The study determined correlations between consumer conversations and purchases for 170 brands, as well as more detailed analytics of 21 brands, including Apple, Toshiba, Budweiser and Bud Light, Neutrogena, Revlon, Advil, and Coca Cola. A Little Social Improvement Goes a Long Way The study found that a small improvement in online and offline social performance can have a big impact on a brand’s bottom line. By improving social performance by just 10 percent, the brands included in this study can realize a two percent increase in sales and large improvements in profit margins compared to business-as-usual figures. For example, the sentiment of conversations, both online and offline, were proven to be a big driver of performance. Therefore, by improving sentiment, a brand can experience a sales lift. “This is the largest, most thorough study of its kind and proves that brand marketers need to understand the full picture of social influence. By cracking the social code and understanding how word-of-mouth truly drives business outcomes, brand marketers have an opportunity to greatly improve sales performance and efficiency,” said Brad Fay, Chief Commercial Officer, Engagement Labs, and co-author of the study. Where Online, Social Media Lags Despite the widespread adoption of social media platforms among consumers, Engagement Labs found that many brands are failing to break through, particularly in consumer categories that include beauty, household products, food and beverages. While the study shows that these categories gain sales through social media conversation, their actual performance is well behind that of other categories such as media, entertainment, technology and telecom. By focusing exclusively on social media, brand marketers of everyday packaged goods are potentially misallocating millions of dollars in marketing expenditure—but have an opportunity to improve their sales through improving social media conversations. For example, the study found that social media conversations were the most important for driving sales of Revlon and Hot Pockets, while offline word of mouth was the dominant sales driver for Neutrogena and food and beverage brands A&W Root Beer, Campbell’s, Kraft and Pepsi. This further demonstrates that, by utilizing just social media, or relying on word of mouth only, a brand marketer risks making a major mistake and negatively impacting a brand’s bottom line. Traditional Media’s Impact on Consumer Conversations Engagement Labs found that traditional media and advertising – TV, radio, digital – play a significant role in stimulating consumer conversations. Advertising and conversations often work together to increase the effectiveness of ad spending. In fact, according to the study, on average 25 percent of paid media’s contribution to sales comes indirectly through social influence. “There are a number of quite important implications of this study for marketers,” said Ed Keller, CEO at Engagement Labs. “Underestimating or ignoring the impact of social influence will negatively impact a brand’s bottom line. Social media conversation has a measurable business impact. Our analytics also demonstrate that social influences go well beyond the screen. Consumers are making purchasing decisions at the water cooler, on dates and at home with family, as well as chatting with friends on Twitter and other social networks.” Mr. Keller concluded, “We now have concrete proof that by understanding what consumers are saying, both online and offline, and how media buys impact those conversations, marketers can optimize their marketing spend and make their dollars work even harder.” For more information about the company’s TotalSocial data and analytics platform, visit www.engagementlabs.com/totalsocial. Methodology The study looked at 170 consumer brands in the United States, linking weekly social media and offline word of mouth data with weekly brand sales data. The study then isolated a subset of 21 brands across multiple industry verticals, including Toshiba, Budweiser, Tylenol, and Neutrogena, and procured sales and media data which were incorporated into comprehensive marketing mix models that are predictive of sales. The social media was scraped from Twitter, blogs and forums using industry-standard key word searches and natural language processing. The offline conversation data came from an ongoing survey of representative consumers aged 13 to 69, surveyed online, who provided detailed information about their brand conversations on the day prior to the survey. About Engagement Labs Engagement Labs (TSXV:EL) provides the world’s leading brands with a unique and powerful data and technology solution to drive sales growth and improve marketing ROI. Our TotalSocial® technology combines online social media listening metrics with the world’s only ongoing measurement of offline word-of-mouth conversations into a single dashboard, to provide marketers with the ability to measure performance, diagnose areas of weakness and opportunity and identify specific strategies and tactics to increase sales and improve marketing ROI. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial tracks 500 brands across 16 major industry categories within the U.S., and 350 brands across 18 industry categories in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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Consumer Conversations about Chick-fil-A, Wendy’s and In-N-Out Heat Up, While Coffee Chains Starbucks and Dunkin’ Donuts Freeze Out

Engagement Labs’ TotalSocial® Rankings Reveal Consumer Conversation Trends for Top U.S. QSR Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (November 16, 2017) – For the most part, the most popular quick-service restaurants (QSR) Americans know today have been around for decades. However, the ever-changing consumer trends in the QSR sector have created a demand for innovative, fresh brand marketing approaches to stay relevant and engaging with consumers. To help QSR brand marketers better understand what consumers are saying in both their online and offline worlds, Engagement Labs has released its latest TotalSocial® rankings of the top-performing QSR brands in the U.S. The report looks at how each QSR has performed in social conversations over the past six months, compared to the Company’s previous ranking of the top QSR brands in March 2017. According to Engagement Labs’ report, Chipotle, Taco Bell, Wendy’s and In-N-Out all made their debut into the top 10 ranking—pushing down coffee leaders Starbucks and Dunkin’ Donuts. The analysis, which is unique in that it combines offline (face-to-face) and online (social media) consumer conversations, is based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations. Chick-fil-A continued its strong performance in the six month update ranking and jumped up to the top spot, knocking off Starbucks from the top as it dropped down to fourth. Over the past six months, Chick-fil-A has improved its sentiment as well as continuing to boast strong volume scores—demonstrating that consumers are talking about the brand more often and more positively. Recently, Chick-fil-A has made an effort to stay away from controversial stances, all the while expanding into major cities without compromising its customer service, resulting in a more positive consumer conversation around the brand. “An interesting trend we’ve seen in the past six months is the declining consumer conversations around both of the leading coffeehouse brands, Starbucks and Dunkin’ Donuts,” said Ed Keller, CEO of Engagement Labs. “In the case of Dunkin’ Donuts, the company saw a decline in its sentiment scores, which is a concern because our predictive analytics show that sentiment is an important driver of future sales. Meanwhile, Starbucks dropped in the ranking due to a decline in its brand sharing scores, demonstrating that consumers are sharing less of the coffee chain’s content online, while also talking less about its marketing or advertising in offline conversations.” According to Engagement Labs’ data, Chipotle has a substantially improved online sentiment score, helping it to bounce back from its food safety scares which diminished the brand’s performance—and recovered from its previous ranking at 13 to eighth in the top ten. In addition, the burrito chain recently introduced a new menu item, queso cheese dip, nationwide—which may have helped boost its performance in consumer sentiment. Wendy’s rose sharply in the ranking as a result of an increase in its online sentiment and volume, making its way to sixth in the top ten as the burger chain continues to innovate in the social media space. For example, the brand’s unique social media strategy has successfully boosted consumer conversations online, raising it up 11 spots in the ranker. When the brand’s “#NuggsForCarter” tweet went viral, the burger chain was able to resonate with its consumers by connecting directly with one of their biggest fans online. Wendy’s has also recently prioritized its social media marketing efforts through a partnership with Snapchat, which allowed customers to take selfies for a good cause. Another one of the largest gains seen in the six-month update to the QSR rankings was experienced by In-N-Out Burger, a brand which moved up the rank from number 19 all the way up to ninth in the top ten. The burger chain’s improved performance was largely driven by an increase in its offline sentiment score—showing the brand’s ability to get its consumers talking more positively about the brand in face-to-face conversations. In-N-Out was previously a Whisper Brand—which Engagement Labs characterizes as a brand that experiences low consumer conversations in both face-to-face and social media conversations. However, over the past six months, the brand has transformed into a Word of Mouth Maven—or a brand which has a more impactful performance in face-to-face conversations than its social media presence. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.

Tesla and Toyota Outpace Competitors on Social Influence

BMW, Audi Feel the Heat from Tesla in Engagement Labs’ Latest TotalSocial® Rankings of Top US Automotive Brands; Domestic Manufacturers Still Unable to Crack the Top 10

NEW YORK, NY (October 17, 2017) – Tesla Motors is proving to be a tough competitor for other luxury automotive manufacturers, while Toyota further solidifies its dominance among mass market brands. In Engagement Labs’ latest ranking of social influence among automotive brands in the U.S., within the last six months, Tesla raced ahead four spots to capture the number two position, while Toyota jumped two spots to take third place. Overall, luxury and sports car brands continue to dominate the list, while larger domestic brands such as Chevrolet, Ford and Jeep struggle to make the top 10. The analysis, which is a follow up to the Company’s first ranking in April 2017, 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 and social media conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the last six months.

Previously ranked at six, consumer engagement for Tesla climbed, along with its stock price, during this period as the company rolled out its first mass-market car, the Model 3, with a splashy live-streamed launch party. This contributed to its strong offline influence score–which means there is an influential audience advocating on behalf of the brand–and its number two rank in offline sentiment, indicating that consumers are talking positively about the brand. With no advertising budget, Tesla has leveraged its image as an innovator disrupting the automotive industry. The company’s connection with influencers and its talk-worthy innovations, combined with its new product launch, have charged consumer conversations, as evidenced by its high scores. Toyota generally saw improvement in its scores across the board, but it had a much stronger performance in its online sentiment and online influence scores compared to six months ago. Tesla’s and Toyota’s rise comes at the expense of Audi and BMW, which dropped two and three positions, respectively. Meanwhile, Honda remained in the top 10 but dropped two spots. “The automotive industry continues to perform better offline than on social media,” said Ed Keller, CEO of Engagement Labs. “The ability to drive consumer conversation offline and online has a powerful impact on sales, and automakers aren’t yet harnessing the full potential of social influence.” Keller added, “Our analytics demonstrate that brand conversations greatly influence, and are predictive, of consumer sales. These brands are missing an opportunity to optimize their performance, but they can become ‘Conversation Commanders’ by creating campaigns that encourage more brand sharing online and that cultivate online influencers. In doing so, they have the potential to increase sales by several percentage points.” BMW’s declining scores illustrate how even the most established luxury auto brands can be vulnerable to innovative new competitors and the consumer’s changing idea of luxury. Other brands, such as Kia and Ford, did not make the top 10 ranking, but still performed very well in certain metrics. For example, Kia boasts the highest overall online score, which is driven by an online sentiment score that far surpasses most of its competitors. The automaker also has led J.D. Powers Initial Quality Study for the last two years. Ford, which didn’t make the top 10 either, has the highest volume scores, both offline and online, in the category. To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.

Coca-Cola and Tropicana Quench Consumer Thirst while Pepsi Goes Flat

Engagement Labs’ Newest TotalSocial® Rankings Reveal Consumer Conversation Trends for Top U.S. Non-Alcoholic Beverage Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (October 10, 2017) – Beverage brands have long held a strong place within American culture and are also some of the biggest spenders on marketing and advertising, and the category is among the most talked about. To help brand marketers better understand the consumer conversations taking place about today’s top beverage brands both online and offline, Engagement Labs has released its TotalSocial® rankings of the top-performing non-alcoholic beverage brands in the U.S. with respect to consumer conversations. The report looks at how each brand has performed socially over the past six months and compares it to the results of its May 2017 ranking. The analysis, which is unique in that it combines offline (face-to-face) and online (social media) consumer conversations, is based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations.

According to Engagement Labs’ data, strong offline influence scores helped Coca-Cola jump to the top spot, indicating there is an influential audience advocating on behalf of the brand. Coca-Cola has also been evolving its portfolio of product offerings this year in an effort to better align with consumers’ concerns about sugar and empty calories—which is paying off by sparking conversations with everyday influencers who are taking notice. “Coca-Cola has climbed up to the number one spot, while its rival, Pepsi, was pushed out of the top ten altogether. Pepsi, which was previously ranked at seven, dropped to 11 due to a decline in its offline and online sentiment scores,” said Ed Keller, CEO of Engagement Labs. “For example, even though Pepsi’s controversial ad with Kendall Jenner launched in April, it continued to stir negative consumer conversations months after.” Gatorade, which was previously ranked at number one, dropped to three driven by its decline in online and offline brand sharing which measures how much a brand’s marketing is being talked about. Folgers Coffee made its debut in the top ten jumping from 11 to eighth in the ranking. Over the last six months, the brand improved its overall online TotalSocial score. In particular, its online influencer score skyrocketed. In March 2017, Folgers promoted its jingle contest in partnership with country music star Chris Young, which asked consumers to record and upload their own video singing a jingle, which were then voted on by participants to select a winner. Another brand that made its debut in the top ten ranking is Canada Dry. Canada Dry’s jump in the rankings is due largely to its improved offline influence score. For example, the brand launched an extension to its “Relax Harder” campaign, which encouraged consumers to take time to relax and enjoy life, by introducing “Busy Is a 4-Letter Word”, a campaign which leveraged owned social media, paid digital ads and influencer outreach. “A lot of the shifts in our beverage ranking are due to improved performance among everyday influencers,” stated Keller. “Influencers are not to be underestimated, and most importantly, they should be engaged with. They’re also not necessarily mega-stars—rather they are our friends and neighbors who keep up with what’s new, and are often sought out for their advice and recommendations. Everyday influencers are receptive to brand messages, and when they find it interesting, they share what they learn. This is a significant opportunity for consumer goods brands to take note and learn the lessons from these beverage leaders.” To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.

PayPal Disrupts the Financial Industry Again – This Time with Strong Social Influence

Payments Company Debuts at Number Two on Engagement Labs’ Latest TotalSocial® Rankings of Top U.S. Financial Services Companies Based on Consumer Conversations

NEW YORK, NY (September 28, 2017) – PayPal is making good on its promise to disrupt the financial industry. In Engagement Labs’ latest ranking of social influence among U.S. financial brands (banks, investment companies, and credit cards), PayPal edged out American Express to debut at number two. Meanwhile, Fidelity Investments retains the top spot in the TotalSocial® rankings. The analysis, which is a follow up to the Company’s first ranking in April 2017, 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 and social media conversations. The brands in the top ten have earned the highest TotalSocial scores in the category for the last six months.

According to Engagement Labs’ report, strong offline scores helped Fidelity retain its hold on the top spot, but PayPal was the real disruptor in the new analysis. The payments company, which has consistently performed very well with respect to social media conversations, has seen a surge in its offline TotalSocial scores in the last six months to catch up with its online performance. “Since our last analysis of financial brands, PayPal has impressively jumped ten places in our ranking. PayPal moved from being a Social Siren – a brand that excels at cultivating digital conversations but needs improvement in generating offline conversation – to a Conversation Commander, which is what we call brands that have mastered the art and science of driving consumer conversations in both spheres,” said Ed Keller, CEO of Engagement Labs. Keller continued, “Over the last several months, PayPal has moved more aggressively toward a mobile-first mindset, added new digital financial services such as bill pay, and strengthened partnerships with major banks and tech companies. These actions have elevated consumer conversations about their brand both on social media and also in real world conversations.” While PayPal continues to grow, American Express (Amex), ranked third, has suffered declines in both its online and offline volume scores, which measures the amount of conversations about the brand. The financial company is having a harder time attracting Millennial customers, who are less likely to have a credit card. However, Amex’s newly launched features, such as the “Pay It Plan It” mobile payment system, may enable the company to compete more effectively with PayPal for younger consumers. Visa improved both its online and offline scores over the last six months, and a strong rise in sentiment about the brand catapulted it to tenth in the rankings. MasterCard, which held that spot in the prior analysis, fell to number 13 due to a significant drop in its offline brand sharing score, which means that consumers are talking less about the Company’s marketing and advertising programs. Another brand to drop out of the top ten TotalSocial ranking was TD Ameritrade, which is locked in a brutal price war in the online trading space. The company also saw a decrease in its scores for offline volume and sentiment over the same period. To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.

The Cookie Does Not Crumble: Engagement Labs’ Newest TotalSocial® Rankings Reveal Consumer Conversation Trends for Top U.S. Food Brands Based on Word of Mouth and Social Media Conversations

Quaker Oats Leapfrogs to the #1 TotalSocial Food Brand, While Kellogg’s Falls Several Spots from #1 to #8 and Oreo Makes Its Top Ten Debut

NEW YORK, NY (September 21, 2017) – Americans love to talk about their food. In fact, “#Food” has been hashtagged on Instagram more than 235 million times alone. To help food marketers better understand the conversations taking place about today’s top food brands, both online and offline, Engagement Labs has released its TotalSocial® rankings on the top-performing food brands in the U.S. with respect to consumer conversations. The report looks at how major food brands have performed socially over the past six months, and is a follow up to the Company’s first analysis of the top ranking food brands in March 2017. According to Engagement Labs’ report, three new food brands— Oreo, Perdue Chicken and Kraft—have made their debut in the top-ten TotalSocial rankings, while Heinz, Pillsbury and Nestlé have fallen off the top ten. The analysis, which combines offline (face-to-face) and online (social media) consumer conversations, is based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations.

“Quaker Oats jumped several spots to become the top TotalSocial brand over the past six months. While the company remained stable with respect to offline consumer conversations, it was their online campaigns that catapulted to them to the top spot,” said Ed Keller, CEO of Engagement Labs. “Over the past six months, Quaker has given their online community a lot to talk about and share–from the launch of their 140th anniversary campaign to debuting innovative products such as single-serve Overnight Oats.” Oreo, which was previously ranked #20, moved up to the third spot on the TotalSocial top-ten list. Within the past six months, the Company leapfrogged its competition to become a “Conversation Commander,” a brand that has above-average scores both offline and online. With such creative campaigns as #MyOreoCreation, the brand really focused on improving its online / digital performance over the past six months. As a result, online volume score increased by 25 percent, indicating that consumers are talking more about the brand via social media compared to six months ago. In addition, the company’s online brand sharing score, the amount of online conversations in which people are talking about a brand’s owned social media content, more than doubled. Conversely, Heinz dropped in its TotalSocial ranking from #3 to #17. This drop stems from the decline in its online and offline sentiment score, indicating consumers are speaking negatively about the company in their face-to-face conversations and via social media mentions. “The TotalSocial ranking should be a wake-up call for Heinz to rethink its marketing strategies,” commented Keller. “This significant drop in sentiment, combined with low offline volume scores, indicates that consumers aren’t talking about the brand and when they do, it isn’t positive. It’s time to add some spice to the condiment’s marketing strategy.” To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
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For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.

JetBlue Hits Turbulence While Southwest Airlines Flies High

Engagement Labs’ New TotalSocial® Rankings Reveal Consumer Conversation Trends for Top U.S. Airlines Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (September 12, 2017) – The airline industry relies heavily on customer recommendations and reviews. However, due to a series of very public mishaps and renewed demands from the general public for better customer experiences, airline brands have been put under the microscope. For airline marketers, it has never been more imperative to understand the health of their brands, including what consumers are saying in both online and offline conversations. To help airline marketers better understand where they stand and areas of improvement, Engagement Labs has released its trended TotalSocial® rankings on the top performing airlines in the U.S. with respect to consumer conversations, for the last six months. The report is a follow up to the Company’s first analysis of the top-ranking airlines in March 2017. The analysis, which combines offline (face-to-face) and online (social media) consumer conversations, is based on Engagement Labs’ proprietary TotalSocial data that continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations. According to Engagement Labs’ data, Southwest Airlines, which was previously ranked fourth, has ousted JetBlue as the number one airline brand on TotalSocial and pushed JetBlue down to fourth place. Southwest Airlines increased its TotalSocial performance due to its strength in offline and online sentiment, indicating consumers are talking positively about the company. For example, responding to the some of the scandals that have dampened the industry in 2017, such as United Airlines’ bad press and outrage from customers after the airline pulled a passenger off a flight, Southwest Airlines announced they will no longer overbook its flights.

“Lately, it seems as if every major airline has been in the news regarding major flight delays, issues with customer service or inappropriate airline employees. However, while there has been negative conversation about the industry as a whole, Southwest Airlines has ‘flipped the script’ and sticks out from its peers in a positive way with a growing TotalSocial score,” said Ed Keller, CEO of Engagement Labs. “The company does exceptionally well due to its ability to focus efforts on its two most important audiences – customers and employees. One notable example was when a Southwest Airlines passenger with cancer had their luggage misplaced – including the medication they needed for chemotherapy – and one of the airline’s employees drove to the passenger’s house to personally deliver the suitcase in the middle of the night. It’s clear that Southwest’s customer service goes above and beyond.” Within the past few months, JetBlue has seen its fair share of negative attention—especially after an incident in May that booted a family off of one of its flights. According to Engagement Labs’ report, incidents such as these have contributed to an increase in negative conversations about the brand, which contributed to its decline in online and offline sentiment. As a result, the brand saw a decrease in its overall performance, bumping it down to fourth in the ranking. Keller continued, “It is extremely important for airline companies to understand the power of consumer conversations. Before consumers make a decision on which airline to fly, many think about past experiences, whether they were positive or negative, and look for recommendations, either by researching reviews online or talking to their peers. With a holistic view of what consumers are saying both offline and online, airline marketers have the opportunity to build relationships with their consumers and improve the brand’s performance and reputation.” Meanwhile, the airlines which remained pinned to the bottom of the list, United and Spirit Airlines, continued to face customer outrage. Both have seen rising offline and online volume of conversations – indicating consumers are talking more about these airlines – but are declining in sentiment. For example, United Airlines’ offline sentiment scores decreased by 29 percent and its online sentiment decreased by 21 percent. Sometimes crises have a short-term impact and things return to normal relatively quickly—however, for United Airlines, that is not the case, demonstrating a need for the airline to invest in a strategy that will generate more meaningful and positive consumer conversations. To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more visit www.engagementlabs.com / www.totalsocial.com. For media inquiries please contact: Kate Tumino / Amrita Singh KCSA Strategic Communications ktumino@kcsa.com / asingh@kcsa.com 212-896-1252 / 212-896-1207
Follow Us:

For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: sales@engagementlabs.com For media inquires contact us at: media@engagementlabs.com
About TotalSocialTM 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? Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com For media inquiries please contact media@engagementlabs.com.