In a Pendulum Swing, Millennial Men Take On the Role of Key Consumer Influencers

According to New Engagement Labs Report, Young Men are More Influential than Women their Age or Men of Prior Generations

NEW YORK, NY (September 7, 2017) – While there have been a number of reports highlighting the consumer habits of Millennials over the years, there is an unexpected twist that may stun marketers. According to a new report by Engagement Labs, Millennial men have emerged as key consumer influencers – a role that women have long dominated. According to the data, Millennial men are 50% more likely to be consumer influencers than Millennial women. Not only are they more likely to be influential, but Engagement Labs’ research reveals that young men between 25 and 39 years old are increasingly recommending beauty, apparel and household products, and not just for the usual male-oriented products and services such as sports or automotive, or in the expected generational categories, such as video games. Unlike earlier generations, young men put less emphasis on the traditional masculine image and more on grooming, shopping, and personal style. They are 69% more likely than all men to be influencers in the beauty category, as well as 47% more likely to be considered influencers in the retail and apparel category. Not only is this fueling sales of beauty products and apparel targeted at men, but it’s leading to more social talk – both online and offline – about the brands in these categories. Additionally, Millennial men are more likely to qualify as key influencers than any other age or gender segment. Engagement Labs report finds that 14% of all Millennial men ages 25 to 39 are everyday influencers, a figure that is double that of men aged 40 and older (7%). “Our report highlights the growing importance of peer-to-peer influence as a key driver of sales for brands,” said Ed Keller, CEO at Engagement Labs. “Brand marketers are increasingly drawn to Millennials as a consumer segment, since they’re at an age when households and brand loyalties are still forming. But they’re also the nation’s largest generation, as well as the most educated, connected, and informed generation, which has established them as one of the most lucrative marketing segments.” Keller continued, “Historically, many marketers have focused on women as the consumers with the most influence in the consumer marketplace through their knowledge and brand advocacy. Our data clearly illustrates that when it comes to the Millennial generation, the pendulum has shifted toward young men.” Engagement Labs most influential consumers as defined by the Conversation Catalysts® influencer segmentation services, as those who have large real-world social networks and frequently give advice about dozens of leading products and services. “While brand marketers tend to invest large sums to obtain celebrity endorsements, or identify key digital media influencers such as YouTube personalities and bloggers, they often overlook the influencers next door,” added Keller. “These are the guys who we meet for a drink after work, say hello to at the local Starbucks or the other stay-at-home dads at the playground. In order to introduce or re-introduce products and services, brand marketers are well advised to put a priority on engaging Millennial Men, given their large social influence.” The new analysis from Engagement Labs is based on its TotalSocial® data and analytics solution, which empowers marketers to drive ROI and grow their sales by bringing together social media listening insights with face-to-face conversation data into a single performance score. The full report, “The Remarkable Influence of Millennial Men,” is available for download here. TotalSocial is the world’s only data solution that combines social media listening metrics with the measurement of offline conversations into a single dashboard to allow marketers the ability to measure performance, diagnose areas of weakness and opportunity. 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.

Old Navy, H&M and Forever 21 Lead the Pack Heading into Back-to-School Season in a New Analysis of U.S. Teen Retailers

Engagement Labs’ TotalSocial® Rankings Reveal Top Teen Retailers Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (August 8, 2017) – Many are under the assumption that the younger generation is greatly influenced by the digital world. However, retailers catering to the teen market aren’t drumming up the amount of buzz one would expect online. According to Engagement Labs TotalSocial® rankings on the top performing teen retailer brands in the U.S., consumers are talking more about teen retailers in offline (face-to-face) conversations than online (social media). The analysis, which combines offline and online 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, when looking at the apparel retail sector as a whole, traditional retailers such as Walmart and Target performed better in terms of volume—which measures how much conversation a particular brand is getting online and offline—compared to the teen retail brands. However, teen retailers outdo the others in the category with strong offline sentiment scores, which demonstrates that while consumers may be talking about other retailers more, they are talking about teen retailers more positively. Offline sentiment is a powerful driver of business outcomes, according to predictive analytics from Engagement Labs.

“Interestingly, while many marketers assume that the younger generation tends to spend most of their time online, we found that retailers geared toward teenage consumers perform better in offline conversations than on social media,” said Ed Keller, CEO of Engagement Labs. “By having a holistic view and identifying the areas that need improvement, brands will be able to connect with consumers and remain part of their conversations, both online and offline.These teen retailers have an opportunity to increase sales and improve its online performance by developing strategies and campaigns that encourage social media conversations.” As the leader of the category, Old Navy boasts the number one ranking among teen retailers on TotalSocial due to its strong offline brand sharing scores, which is the amount of face-to-face conversations in which people are talking about a brand’s marketing or advertising. The retailer, which markets itself as providing fashion for the whole family, also has above-average offline sentiment scores, demonstrating that consumers are talking positively about the Company’s marketing efforts. This could be attributed to some of its marketing efforts that appeal to younger shoppers—such as its bold move away from the celebrity-focused advertisements of its past as part of its “Hi, Fashion” campaign. Meanwhile, ranked at number three, Forever 21 leads the category when it comes to both offline and online volume, but falls behind with below-average sentiment scores—demonstrating that the retailer is able to generate a lot of conversations, but they aren’t all positive. On the other hand, when it comes to sentiment, H&M leads the pack with a strong offline sentiment score. The brand’s recent shift to focus its marketing efforts on sustainability and ethical apparel is one that is clearly resonating with the younger demographic, resulting in positive face-to-face conversations. Engagement Labs categorizes both H&M and Forever 21 as ‘Conversation Commanders,’ which are brands that have above average scores both offline and online. In contrast, Abercrombie & Fitch falls behind with its below-average scores across almost every measure, bringing it down to the number 8 ranking in the category. The retailer, which recently shifted from marketing to teenagers to focus on a somewhat older crowd of college students and 20-somethings, has come under pressure given the rapid growth of fast-fashion, off-price and online retailers in the space. With the introduction of its new brand position, consumers have not been responding well—Abercrombie & Fitch has the lowest offline sentiment score in the category, demonstrating that the brand’s repositioning was met with negative face-to-face conversations among its consumers. Learn more about Conversation Commander brands that go against the grain, such as H&M and Forever 21, in Engagement Labs’ latest e-book, Lessons from the Leaders of Social Influence, here. 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.

Jet2, Bacardi and Yorkshire Tea are Among the UK’s Social Movers & Shakers

Engagement Labs’ TotalSocial® Rankings Reveal the UK Brands that have the strongest Consumer Conversation Momentum

LONDON, UK (August 3, 2017) – Which UK brands can truly claim to be the talk of the town, those hot properties that seem to be attracting all the hype, and a growing viral presence? Uber, surely, along with a host of other tech-related brands? Maybe some trendy Peckham eaterie? While hipster brands get plenty of media coverage, on a mass national scale a much broader range of brands have both the strong social momentum and necessary mainstream relevance to be true social champions. In a recent year-over-year analysis of 350 consumer brands, Engagement Labs identified the top ten UK brands that saw the most improvement with respect to the quality and quantity of consumer conversations in 2017 compared with the same period last year. According to the analysis, these ‘Movers and Shakers’ are not from just one category – in fact, they range from technology and entertainment, to airlines, personal care and drink brands. And, the list includes a number of brands which are decades old. This demonstrates a fundamental finding—no matter the category or age of a brand, with a strong or new product, notable customer service, or talk-worthy marketing campaign, there is always an opportunity to gain momentum and improve how much and the way in which consumers talk about a brand. The rankings are based on Engagement Labs’ proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth (WOM) conversations. Engagement Labs’ ‘Movers and Shakers’ are brands that had the biggest point increase when comparing their TotalSocial scores from the six months ending June 2017 to the equivalent period in 2016, placing them in the top half of the TotalSocial rankings. The ‘Movers and Shakers’ list provides a number of examples for marketers as they work to build strategies to generate more positive conversations, both online and offline, and in turn, to increase sales. “When looking at the data, we found that Jet2 increased its relevance by opening new routes and hubs and backed this with significant investment in digital media which led to increased conversation volumes, and a dramatic uplift in online sentiment and content sharing. The brand team really made the most of its launches and media investments,” said Steve Thomson, UK Managing Director of Engagement Labs. “We’ve seen some airlines take a real caning from consumers in social media, but Jet2 shows that it doesn’t have to be this way – in 2017 they rank among the top 20 of the brands we cover for online sentiment.” “In contrast, brands such as Bacardi and Yorkshire Tea owe their rise up the rankings to improved offline conversation and buzz,” he continued. “There is no one magic bullet to increase consumer conversations, and these ‘Movers and Shakers’ demonstrate that.” Lessons Learned: You do not have to market a new, hot technology in order to get consumers talking. Yorkshire Tea and Robinsons are clear examples that you don’t have to be a ‘sexy’ brand to earn consumer engagement. Yorkshire Tea is a much-loved brand, and it has enjoyed strong consumer advocacy for many years, punching well above its weight in offline WOM especially. Given this, any improvement over 2016 is impressive, for the brand was doing well enough even then, with more than 75 percent sentiment in offline conversation. But that has risen to more than 80 percent this year, with witty and engaging new content featuring star triathletes the Brownlee brothers. There has also been a steady stream of creative content on Yorkshire Tea’s social feeds, and online brand sharing levels are significantly up since 2016. This is a perfect example of how to generate conversation in a very mature category Lessons Learned: Conversation is ‘always on’ The run up to Christmas is key for VTech, but Engagement Labs’ analysis shows that categories such as kids’ toys are talked about all year, and November and December account for only 25 percent of brand buzz during the year. Hence an upturn in offline and online conversation since January can benefit VTech. The brand has plenty to say, with lots of new products. Unlike many Apple or Samsung products, few consumers will assume everyone is familiar with VTech, so there are plenty of opportunities for discovery – and lots of parents and grandparents looking for advice and inspiration. VTech has benefitted this year from stronger engagement with online and offline influencers – the very people that others turn to for advice. Lessons Learned: Sport is social. Sure appears to have gained social traction in 2017, which in part is due to the brand’s partnership with various Premier teams and players. This resulted in improvement in sharing of brand content (in both online and offline conversation channels). Engagement Labs’ work with key UK sports media organisations consistently shows that sports audiences and fans have strong social profiles, talking vigorously about all kinds of brands and products, not just last night’s match. Where is Uber? Uber doesn’t make Engagement Labs’ list, for a number of reasons. Of course the brand enjoys mixed sentiment in social media, and its controversial profile possibly makes some Uber fans cautious about declaring their love publicly. But, the brand’s main issue is its limited relevance – many people live in places not served by Uber, or simply don’t take taxis very often. This limits offline conversation, which tends to be triggered by brand experience or an actual need, and less by a desire to join a debate about working practices or other social issues. TotalSocial tracks conversations among people across the UK and from all walks of life and Uber has some way to go before it is part of mainstream conversation. — 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. Learn more about UK brands who command consumer conversations in our e-book, Lessons from UK’s Leaders of Social Influence, here. 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

Consumers Have Positive Things to Say About Cosmetics Brands, According to a New Analysis

L’Oréal and Sephora Top Engagement Labs’ TotalSocial® Rankings of Cosmetics Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (July 25, 2017) – The cosmetics industry has been under more and more pressure to promote messages of positive self-image and confidence. A new analysis released by Engagement Labs reveals that cosmetic brands are stepping up to the challenge and are generating strong, positive consumer conversations, both offline and online. Engagement Labs released its TotalSocial® rankings of the top performing cosmetics brands in the U.S. with respect to consumer conversations over the last 12 months. The rankings are based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations. According to the analysis, top performers in the cosmetics category perform substantially better offline (i.e., via face-to-face conversations) as compared to online (social media posts or comments). However, the brands tracked perform strongly in both important categories. In fact, seven out of the ten brands in the ranking are categorized by Engagement Labs as “Conversation Commanders,” which are defined as brands that perform above average both online and offline relative to more than 500 brands across a range of categories.

“Cosmetics marketers are embracing the use of online influencers, and our analysis shows there is quite a positive conversation happening online,” said Ed Keller, CEO of Engagement Labs. “However, what is most notable about this analysis is the significance of offline conversation among the top performers in the category – especially the strong performance among offline, ‘everyday’ influencers.” Keller added, “These are not the YouTube stars with millions of followers, but rather, people consumers know personally who are knowledgeable, trusted and are approached for advice and recommendations. They are an extremely important part of the social engagement equation for cosmetics brands, and should be embraced actively by cosmetics marketers as a critical part of the marketing funnel.” L’Oréal ranks at the top of the category due to having the strongest sentiment among all of the brands measured. The brand’s ability to garner positive conversations from consumers can be attributed to its “Your Skin, Your Story” campaign, launched in January 2017, which celebrates diversity and promotes equal representation among models, actors and influencers with various ethnic backgrounds. However, compared to its peers, L’Oréal has much lower volume—which means that fewer consumers talk about the brand—both online and offline. On the other hand, Sephora, ranked second in the category, has both strong volume and sentiment in offline conversations, but falls behind in online conversation sentiment—indicating a key point of improvement for the beauty retailer. Meanwhile, at number four, Avon leads the group for online volume of conversations. The brand relies heavily on its sales force of representatives based in various regional hubs, which results in an ongoing dialogue with consumers. Additionally, the brand’s high volume of conversations occurring via social media is a result of their “This is Boss Life” campaign, launched in fall 2016, which is aimed at millennials and provides an update to the brand’s image. 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.

Apple Watch and Travelocity make Engagement Labs’ movers and shakers list

Engagement Labs’ TotalSocial® Rankings Reveal the Brands that Gained the Most Consumer Conversation Momentum Year-Over-Year

NEW YORK, NY (July 11, 2017) – While it may seem that new products and those within sectors like technology that are considered to be the “hottest” are the ones consumers are talking about most, this is more of a myth than fact. In a recent year-over-year analysis of 500 consumer brands, Engagement Labs identified the top ten brands that saw the most improvement with respect to the quality and quantity of consumer conversations. According to the analysis, these ‘Movers and Shakers’ are not from just one category – in fact, they range from technology and entertainment to insurance companies, travel services and food brands. And, they include a mix of new products, such as the Apple Watch, along with well-established brands such as General Mills. This demonstrates a fundamental finding—no matter the category or age of a brand, with a strong product, notable customer, or talk-worthy marketing campaign, there is always an opportunity to gain momentum and improve how much and the way in which consumers talk about a brand. The rankings are based on Engagement Labs’ proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations. Engagement Labs’ ‘Movers and Shakers’ were identified by brands that had the biggest point increase in their TotalSocial scores from the twelve months ending May 2016 to the twelve months ending May 2017, placing them in the top half of the TotalSocial ranking.

“The ‘Movers and Shakers’ list provides a roadmap for marketers as they build strategies to generate conversations and increase sales. For example, General Mills took a big risk in creating a socially responsible marketing campaign for its flagship Cheerios brand with its ‘Bring Back the Bees’ campaign. While the campaign did spur a little controversy, it ultimately got consumers talking,” said Ed Keller, CEO of Engagement Labs. “In the case of Apple, it is clear that the company really made the most of its product launch for the Apple Watch. And, when looking at Travelocity and Hotels.com, the increase in media spend is paying off as more consumers are talking. There is no one magic bullet to increase consumer conversations, and these ‘Movers and Shakers’ demonstrate that.” Lessons Learned: You do not have to be a new, hot technology in order to get consumers talking. USAA and Bayer are clear examples that you don’t have to be a ‘sexy’ brand to earn consumer engagement. USAA, ranked third on the list of the top ‘Movers and Shakers,’ has a well-deserved reputation for its customer service. For years, the Company has focused on providing military members and their families with insurance, banking and investment services. Their marketing campaigns focus on patriotism and appeal to consumers emotionally, and TotalSocial finds that a rise in people talking offline about their advertising and marketing is a large part of their overall increase in its TotalSocial performance. Another example is life science company Bayer, which ranked second on Engagement Labs’ ‘Movers and Shakers’ list. Bayer had a record-breaking year and substantially improved its offline (face-to-face conversations) TotalSocial score year-over-year, particularly in offline sentiment. In September 2016, it announced its intent to purchase Monsanto, which reinforced Bayer’s leadership position as a global, innovation-driven life science Company. Lessons Learned: Make talkability a key pillar of your product launches. According to Engagement Labs’ report, Apple Watch is the number one ‘Mover and Shaker.’ The brand moved up more than 100 spots on the TotalSocial 500 ranker this year. Within the last twelve months ending May 2017, Apple released a number of product innovations including the iPhone 7, Apple Watch Series 2, and Apple AirPods, among others. Apple has always had a knack for getting consumers talking and interacting with the brand. Apple did not let this opportunity pass them by, and instead leveraged the Apple Watch launch to activate consumer conversations, as it has done exceedingly well over the course of many years. Lessons Learned: Taking risks will get consumers talking. General Mills proved that even the most established brands can be a ‘Mover and Shaker.’ One of the many catalysts that enhanced its position was an innovative, and somewhat controversial, “Bring Back the Bees” campaign. Launched in 2016 and relaunched in March 2017, General Mills leveraged one of their iconic brand mascots, Buzz from Cheerios, to raise awareness of the declining bee population. According to Engagement Labs, General Mills moved up 64 spots on the TotalSocial 500 ranker and also improved its offline sentiment and offline brand sharing score—which is the amount of face-to-face conversations in which people are talking about a brand’s marketing or advertising—substantially year-over-year. The campaign humanized Cheerios, and connected to its consumers’ emotional interests. 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.

Costco enjoys positive consumer conversations in real life, but underperforms on social media

Engagement Labs’ TotalSocial® Rankings Reveal Which Big Box Retailers Reign Supreme at Social Influence, Both Offline and on Social Media

NEW YORK, NY (June 27, 2017) – While most big box retailers are struggling, Costco is bucking the trend. Not only are sales up, but it tops Engagement Labs’ newly released TotalSocial® rankings on the best-performing U.S. big box retailers with respect to consumer conversations over the last 12 months. This first-of-its-kind analysis of combined offline and online 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.

Overall, the analysis finds most big box retailers perform better in offline word-of-mouth conversations than on social media. However, Costco’s offline performance is particularly strong, which is what propels them into the number one spot in the TotalSocial ranking. Their low online scores, in contrast, don’t even place them in the top 10 among their competitive set. Notably, Costco also ranks first for offline sentiment, demonstrating that despite criticisms about the company’s slowness to adopt an e-commerce strategy, its positive in-store experience, consistent focus on wholesale prices and quality merchandise is a strategy that resonates with its members in their offline conversations. In fact, low prices and deals seem to be real drivers of positive word of mouth conversation—trailing closely behind Costco are T.J. Maxx and Dollar Tree, which rank at number two and number three for offline sentiment. “Consumers like to share, or even brag, about the great deals they find. Costco clearly benefits from this,” said Ed Keller, CEO of Engagement Labs. “However, while it has particularly strong offline scores – especially offline volume, sentiment and influence – its weak performance online means the retailer is not fully capitalizing on the power of social influence. It has an opportunity to increase sales by developing strategies to improve its online performance.” “With Amazon’s bid for Whole Foods, Costco has a strong incentive,” Keller continued. “The company will face greater competition from the online retailer, who we consider a ‘Conversation Commander’ – a designation we use to describe brands that have above average scores both offline and online.” There are some big box retail brands, according to the analysis, that are Conversation Commanders, where offline and online scores are both above average. Included in this group are IKEA, Kohl’s, and Best Buy. However, none come close to matching Costco’s strong offline score. To compete more effectively against the warehouse club, these brands can benchmark their own performance to identify areas that need improvement and take action on those with the highest potential to engage more of Costco’s shoppers. Meanwhile, at number nine, retail giant Walmart leads the category for both online and offline volume. However, its sentiment scores leave substantial room for improvement, offline and especially online. So, while the retailer is generating a lot of conversations, they aren’t positive enough. The low online sentiment score is a particular challenge for Walmart as it seeks to compete more effectively in e-commerce, as reflected in its recent acquisition of Bonobos. 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. Learn more about Conversation Commander brands, like IKEA, that go against the grain, read Engagement Labs’ latest e-book, Lessons from the Leaders of Social Influence, here. 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.

TripAdvisor, Expedia and Hotels.com are on the Tip of Consumers’ Tongues When Planning Vacations

 

Engagement Labs’ TotalSocial® Rankings Reveal Top Online Travel Agents Based on Word of Mouth and Social Media Conversations

  NEW YORK, NY (June 20, 2017) – In a new, first of its kind analysis of combined offline and online consumer conversations, Engagement Labs released its TotalSocial® rankings on the top performing online travel agents (OTA) in the U.S. The rankings are based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations. The analysis finds that the OTA category as a whole performs better in terms of offline (face-to-face conversations) as compared to online (social media). Also, the brands in the OTA category perform better in terms of offline brand sharing—which is the amount of face-to-face conversations in which people are talking about a brand’s marketing or advertising—as compared to online, via the brand’s social media pages. These statistics become incredibly interesting due to the sheer amount of time consumers spend on searching online travel sites, including OTAs. A recent study conducted by comScore found that, on average, travelers in the U.S. made 140 visits to travel sites in the 45 days prior to booking a trip.

Engagement Labs’ analysis finds that TripAdvisor is the clear leader, performing better than its peers both offline and online. TripAdvisor’s top ranking is driven by its strong online volume and online sentiment scores—which means consumers are having a large amount of positive conversations about the online booking tool via social media. In addition, TripAdvisor performs above-average in terms of offline brand sharing, which might be attributed to its recent return to TV advertising after a two-year absence. However, there is room for improvement when it comes to its online brand sharing scores, which presents an opportunity for the company to create and post more shareable content on its owned social media pages. “Despite the fact that consumers are booking their travel or vacations online, its clear that individuals move fluidly between online and offline lives, talking about their travel booking experiences in face-to-face conversations,” said Ed Keller, CEO of Engagement Labs. “Even today’s digital-first brands, such as online travel agents, must pay close attention to consumer conversations occurring offline as well as online.” A number of OTA brands such as Expedia, Hotels.com and Travelocity have higher volume scores offline as compared to online, which shows that consumers are talking about these travel websites in more offline conversations as compared to via social media. For brands such as Expedia, their online campaigns can successfully generate an offline buzz. For example, the online booking company launched a series of documentary-style videos on social media before being aired on TV, resulting in a higher volume of offline conversations. Meanwhile, the brands finding themselves at the bottom of the rankings include KAYAK, Priceline and Orbitz. These three brands’ TotalSocial scores are brought down by their substantially lower volume scores, which are especially lower in terms of offline volume, presenting a clear opportunity for improving how much conversation each brand is getting online and offline. 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.

Engagement Labs Launches Predictive Analytics Module for TotalSocial® Linking Consumer Conversations to Sales

Brand Marketers Can Now Identify the Social Media and Word of Mouth Metrics that Matter Most to Drive Sales with TotalSocial Predict

Montreal, QC, (June 20, 2017)Engagement Labs Inc. (TSX VENTURE:EL) today announced the release of a significant new breakthrough in its TotalSocial® data and analytics solution. The new offering, TotalSocial Predict, enables marketers to identify the precise social influence metrics that matter most to drive sales and other key performance (i.e. driving in-store or online traffic), and identifies specific strategies and tactics that will increase brands’ return on marketing investment. “Marketers know that consumer conversations and recommendations are the most powerful form of marketing, but until now, it has been a challenge to turn that insight into high-impact marketing strategies and tactics,” said Engagement Labs CEO Ed Keller. “Every brand has a unique ‘social DNA’ which, once revealed, points toward improved marketing ROI and increased consumer sales. This underscores the importance for brands to know exactly what conversational forces, offline and online, will best drive their performance.” TotalSocial Predict integrates advanced predictive analytics into the Company’s TotalSocial solution, which provides marketers with the ability to continuously measure the most important drivers of brand performance with respect to social media and word of mouth conversations. The release comes after nine months of research and development, as well as beta tests with clients in a diverse range of sectors including consumer electronics, financial services and automotive. A recently published peer-reviewed article has demonstrated that online and offline conversation performance are largely unrelated and work independently of each other, which underscores the importance for marketers to measure both, as well as use both streams of data in developing marketing programs that are optimized to the strengths of each. With TotalSocial Predict, Engagement Labs can now pinpoint for its clients exactly how much each metric—from the volume of conversations, to sentiment to content sharing and influencer engagement—drives sales and other key performance indicators, in order to guide them on priorities for improving performance. It also provides clients with a simulator which demonstrates how much performance improvement on each of the individual metrics will lead to enhanced sales, further enabling marketers to focus on the most valuable opportunities. For more information about the company’s TotalSocial data solution, visit www.engagementlabs.com/totalsocial. On Wednesday, June 21, 2017, at 2:00pm ET, Engagement Labs will host a webinar entitled “Predictive Conversations” to unveil this new service. To attend, register on the company’s website. 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. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute “forward-looking statements” within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, Engagement Labs does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release. For media inquiries please contact: KCSA Strategic Communications, ktumino@kcsa.com/asingh@kcsa.com, 212-896-1252 / 212-896-1207 Ed Keller, CEO, Engagement Labs Inc., ed.keller@engagementlabs.com 732-846-6800

Lego’s Strong Consumer Sentiment Helps It Secure a #1 Ranking in Social Influence

Engagement Labs’ Top TotalSocial® Rankings of Children’s Brands Find Category Strength in Generating Offline Word of Mouth

NEW YORK, NY (June 13, 2017) – Not only does Lego dominate the box office, the theme park and the toy chest, it dominates consumer conversations taking place offline and online, according to a recent, first of its kind analysis. The top-selling toy brand earns the distinction of being a “Conversation Commander,” ranking at number one among other brands in the category. A key driver of this distinction is the brand’s exceptionally high offline sentiment score. The findings were released by Engagement Labs as part of its TotalSocial® rankings on the top performing children’s products brands in the U.S. The rankings are based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations. “Overall, consumers are more likely to discuss children’s products offline. Almost every brand showed stronger performance offline than online,” says Ed Keller, CEO of Engagement Labs. “The two exceptions were Pampers, ranked fourth, and Barbie, ranked sixth, each of which had a slight advantage in online conversations vs offline. Given the large parenting community online, there is a tremendous opportunity for these brands to create campaigns to encourage social media conversations, to complement the offline conversations parents have.”

Toymaker Lego’s ranking as the number one TotalSocial brand for the last 12 months coincided with a strong 2016, in which the company set a revenue record. In addition to its high sentiment score, Lego also has exceptionally strong online brand sharing for its category, indicating that consumers like to share branded content from Lego’s social media pages. This also contributes to their number one ranking for online volume. “Lego’s strong showing underscores how important it is for brands to understand what makes consumers talk offline versus what makes them talk online. The motivations that drive consumers to talk about brands face-to-face are quite different than the motivations that drive them to talk on social media,” Keller says. “Only by knowing how a brand behaves in both channels can marketers optimize their performance. Lego clearly understands the dynamics of consumer conversations about their brand.” Offline, Johnson’s Baby has the highest volume score, which makes it the most talked-about brand, but it falls behind the leaders in the category because of its lower scores for online brand sharing and online performance among influencers. Gerber, which falls at number eight in the rankings, excels at online brand sharing, where it leads the category. However, it is missing an opportunity in offline brand sharing, where its position is completely reversed. In this dimension, it ranks last. 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. Learn more about brands like Lego that go against the grain in Engagement Labs’ latest e-book, Lessons from the Leaders of Social Influence, available here. 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.

Colgate, Bounty and Crest are Keeping it Fresh When it Comes to Consumer Conversations

Engagement Labs’ TotalSocial® Rankings Reveal Leading Household Consumer Packaged Goods Brands Based on Word of Mouth and Social Media Conversations

NEW YORK, NY (June 6, 2017) – In a new, first of its kind analysis of combined offline and online consumer conversations, Engagement Labs released its TotalSocial® rankings on the top performing household consumer brands in the U.S. The analysis finds that all of the brands in the household consumer packaged goods category perform better offline (face-to-face conversations) than online (social media). The rankings are based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations.

Colgate, the TotalSocial leader in the category, takes the top spot due to its above-average scores across the board. In particular, the brand’s strong offline TotalSocial performance stands well ahead of the rest of the field. More specifically, Colgate is among the top performers in the category with regard to offline sentiment as well as offline brand sharing, suggesting that its media and marketing initiatives are making their way into people’s word of mouth conversations. However, the same is not true for online brand sharing, where the brand falls behind others. Therefore, in order for the brand to increase its visibility on social media, there needs to be more shareable social content that resonates with its followers. According to the Engagement Labs’ report, a number of these household consumer brands have above-average offline volume scores, indicating that consumers speak about these brands quite frequently face-to-face. However, they have well below-average online volume scores which present an opportunity for these brands to better engage with its customers via social media. However, one exception is Tide. Tide has the highest online score which can be attributed to its #CleanPledge campaign, which encouraged consumers to be energy efficient when it comes to doing laundry. As part of the campaign, the Company donated $250,000 to WWF’s global conservation efforts. In general, consumers say positive things about household consumer brands, as sentiment is quite strong for this market segment. Dawn, ranked six on TotalSocial, has the highest sentiment in the category both online and offline. “People often assume that the top performing social brands come only from ‘sexy’ categories like technology or automotive or media, which are often associated with new, break through innovations. The truth, however, is that brands in any category can earn high consumer engagement. And we see that with some of these household consumer brands, especially Colgate,” said Ed Keller, CEO of Engagement Labs. Keller continued, “It is more important than ever for brands to humanize themselves and be in touch with consumer’s emotional interests, such as environmental issues – which is what we see with Dawn’s cause marketing campaign ‘Save Wildlife’ where Dawn has donated more than 100,000 bottles of dishwashing liquid, which has been proven to be the most effective when cleaning oiled animals, to its wildlife partners, and Tide’s WWF global conservative efforts. While everyday household items are a necessity, creating impactful marketing campaigns will enable brands to connect with consumers and remain part of their conversations, both online and offline.” 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.