Kellogg’s and Hershey’s keep consumers’ mouths full with offline and online conversations

Engagement Labs’ TotalSocial™ Rankings Reveal Top Food Brands Based on Social Media and Word of Mouth Conversations

NEW YORK, NY (March 21, 2017) — In a new, first of its kind analysis of combined offline and online consumer conversations, Engagement Labs released its first ever TotalSocial™ rankings on the top performing food brands in the U.S. and identified Kellogg’s and Hershey’s as the leading food brands in consumer engagement. The rankings of the top U.S. food brands are based on Engagement Labs’ proprietary TotalSocial data, which measures the most important drivers of brand performance in the only continuous measurement of social media and word of mouth conversations.
Based on the TotalSocial data, the food category as a whole performs equally offline (face-to-face conversations) and online (social media mentions). However, there is room for performance improvement on both fronts. The number one food brand on TotalSocial, Kellogg’s, also boasts the strongest offline score, meaning the brand has been successful in driving face-to-face conversations when compared amongst its category peers. Its strong offline score can be attributed to its unique and buzz-worthy campaigns, such as the recent transformation of its New York eatery into a Pop-Tarts Cafe which offered customers a unique dining experience with new and creative ways to customize a Pop-Tart. On the other hand, when it comes to online scores, Kellogg’s falls short while Betty Crocker takes the top spot in the rankings. Betty Crocker is a brand that performs better online than it does offline, with particularly high online sentiment, brand sharing and influence scores. These scores indicate that Betty Crocker is posting relevant, shareable content online that is gaining traction among its key Influencers. “When conducting our research, we examined each brand’s individual strengths and weaknesses, and found that many food brands are what we call ‘Whisper Brands.’ This means they perform below average, both online and offline, as compared to our full list of 500 brands. However, there are three brands that successfully pushed the limits—Kellogg’s, General Mills and Hershey’s—as ‘Conversation Commanders’ which perform above average both online and offline,” said Ed Keller, CEO of Engagement Labs. “These three brands each provide a unique blueprint for how food brands can succeed in leveraging social influence to drive results. Online and offline work in tandem with one another, and our data proves that, in order to drive business results, brands cannot solely rely on one over the other.” Keller continued, “For example, we found that Quaker Oats performs substantially better offline than online which is driven by a low online brand sharing score. While consumers are referencing Quaker Oats advertising and marketing in real-world conversations, they are not sharing the brand’s content on social platforms. This suggests an opportunity for Quaker Oats to improve social media marketing to drive growth.” Opposite to Quaker Oats, Nestlé’s digital investment is clearly paying off by driving above-average online volume, brand sharing and influence scores. However, its offline conversation volume is not keeping pace, which could be hindering its ability to fully capitalize on the power of social influence and moving up to the top of the TotalSocial leaderboard. Overall, the food category is categorized by high sentiment scores both online and offline. In terms of online sentiment, Dole takes the lead. Interestingly, Pillsbury is the stand-out leader for offline sentiment as it not only ranks first in the food category but the brand also ranks second out of all 500 TotalSocial brands. To learn more about brands that buck their category trend and enjoy the financial benefits of leading in consumer conversations, download Engagement Labs’ latest e-book, Lessons from the Leaders of Social Influence here. To learn more about Engagement Labs or TotalSocial insights and how to increase your brands 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 18 major industry categories in the U.K., and 350 brands in the U.K. To learn more visit www.engagementlabs.com / www.totalsocial.com For media inquiries please contact: Kate Tumino KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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 and Alaska Airlines are flying high leading online and offline consumer conversations

Engagement Labs TotalSocial™ Rankings Reveal Top Airlines based on Social Media and Word of Mouth Conversations

NEW YORK, NY (March 14, 2017) — In a new, first of its kind analysis of combined online and offline consumer conversations, Engagement Labs released its TotalSocial rankings on the top performing airline companies in the U.S. and identified JetBlue and Alaska Airlines as the leading airline brands in consumer engagement. The rankings of the top U.S. airlines are based on Engagement Labs’ proprietary TotalSocial data, which measure the most important drivers of brand performance in a detailed and continuous analysis of social media and word of mouth conversations. As a whole, the airline category performs better in terms of the quality of face-to-face conversations as compared to online social media. Consistent with its category, JetBlue tops the chart with a stronger offline score, which may be attributed to its in-person pop-up stunts and unique campaigns, such as its recent takeover of New York’s Jamaica Station, offering local commuters a special flight promotion. Interestingly, JetBlue secures the top rating despite falling short of being the leader on any individual metric, such as volume, sentiment, brand sharing or influence. What allows Jet Blue to rise to the top is that it shows a higher relative consistency across all dimension compared to other airlines. “JetBlue and Alaska Airlines have been very effective in generating meaningful and positive consumer conversations, both offline and online, and they are performing well with regard to the range of metrics that must all work together to drive consumer engagement; other airlines such as Delta, United and Spirit have yet to crack the code,” said Ed Keller, CEO of Engagement Labs. “As shown in our data, JetBlue and Alaska are dominating conversations as a result of their innovative marketing tactics which go beyond the typical service expected from airlines and also go beyond the screen to consider how they can drive the all-important offline recommendations as well as tapping into social media. Other carriers seem to be playing it conservatively, and as a consequence, are suffering from sentiment lag. Picture these brands as an aircraft stuck taxiing without yet taking off.” The airline which is the most talked about offline is American Airlines, while Delta leads in volume of online conversations. At the same time, smaller airlines such as Southwest and Alaska are winning the category on sentiment. Known for its discount flight promotions, Southwest Airlines is the front-runner in its category in terms of sentiment in face-to-face conversations. Meanwhile, Alaska Airlines, which reported a $911M profit in 2016, tops the category’s rankings for its online sentiment. With the biggest discrepancy between its online and offline scores, American Airlines ranks as the top airline in Engagement Labs’ recently released Social Misfits report. A Social Misfit is defined as a brand that performs very well socially either online or offline, but not both, suggesting an opportunity for the brand to improve performance that could drive enhanced marketing effectiveness and ROI. Download Engagement Labs’ e-book to learn more about the Social Misfits rankings data at socialmisfits.engagementlabs.com. To learn more about Engagement Labs or TotalSocial insights and how to increase your brands 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 18 major industry categories in the U.K., and 350 brands in the U.K. To learn more visit www.engagementlabs.com / www.totalsocial.com For media inquiries please contact: Kate Tumino KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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.

What do Fairy, Argos, Booking.com, Saga and Co-op have in common? They are all social misfit brands

New Engagement Labs report reveals “Social Misfits” – brands whose social performance is mismatched, online vs. offline

LONDON, U.K. (March 13, 2017) – Fairy, Argos, Booking.com, Saga and Co-op have something in common: they are all “Social Misfits,” a term data and analytics company Engagement Labs has coined to describe brands that have a pronounced mismatch between their performance in driving offline word of mouth and social media conversation. Social Misfits brands are at risk of missing opportunities to drive marketing ROI because, while they benefit from either a strong word of mouth marketing profile or a stellar social media one, they underperform on the other dimension. As a result, they are not fully maximizing the power of social influence online and offline. The company released its TotalSocial™ data for these brands and dozens of others in a new report, “U.K. Edition: Social Misfits: Brands that Have Split Personalities, in Social Media vs. In Real Life.” TotalSocial is the only data solution that combines social media listening metrics with the measurement of offline conversations into a single dashboard, enabling marketers to measure performance, diagnose areas of weakness, and identify new opportunities. Argos, Booking.com’s and Fairy’s offline, in-person social influence is stronger than their public, social media presence. Saga and Co-op are the opposite: they have a digital presence on social media and in comments forums that dominates their face-to-face conversational social influence. “Gaps between online social media performance and offline word of mouth marketing can be costly for a brand. Social Misfits excelling in social media are potentially missing the two-thirds of sales that come from face-to-face conversations. Conversely, the Social Misfits who have stronger offline scores risk losing the one-third of sales generated from social media,” said Steve Thomson, U.K. Managing Director, Engagement Labs. “Face-to-face conversations play a huge component in driving business outcomes – whether that business is online or in-store. We can see this with Booking.com, an example of a digital brand who has a strong offline TotalSocial score.” The full Engagement Labs e-book on Social Misfits covers 30 brands that stand out most sharply as Social Misfits from among the 350 measured by Engagement Labs in the U.K., and provides detailed social media and word of mouth marketing analysis—including TotalSocial scoring data about brand performance in each of 18 consumer sectors. To learn more about Engagement Labs or TotalSocial insights and how to increase your brands 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 18 major industry categories in the U.K., and 350 brands in the U.K. To learn more visit www.engagementlabs.com / www.totalsocial.com For media inquiries please contact: Kate Tumino KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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.

New Data Shows Offline, Word of Mouth is Key to Dominating the Consumer Conversation in an Industry

American Express, BMW, Dove and Gatorade Among the “Category Crushers,” According to a New Engagement Labs Report on the Leaders in Social Influence

NEW YORK, NY (February 28, 2017) – Brand marketers are always developing strategies that influence purchase intent. For the last decade or so, these marketers assumed that social channels such as Facebook, Twitter, Pinterest and Instagram are driving consumers to engage with brands and make purchase decisions. Social media continues to grow at a rapid rate; daily active users for Twitter increased 11 percent year-over-year, and Facebook’s increased 18 percent during that timeframe. But, the reality of the situation is much more complex. Most consumers continue to look to their peers for face-to-face advice and recommendations about their favorite brands, impacting their purchase decisions. While consumers use social media for a variety of reasons, face-to-face word of mouth recommendations among family and friends remain a vital force in consumer purchase decision-making. It is perennially cited as the most trusted source of information by consumers. The volume of real world conversations about brands continues to dwarf the conversations that take place on social media, often by a factor of five to one, according to Engagement Labs’ word of mouth tracking data. And the impact on sales from offline conversation is greater than the impact of social media. In a new, first-of-its-kind analysis of combined online and offline consumer conversation data, Engagement Labs uncovered a group of “Category Crusher Brands,” which are brands that outperform their competitors in social media performance and offline word of mouth recommendations. Included among the Category Crushers are American Express, BMW, Dove and Gatorade. The full list can be found in the chart below or in Engagement Labs’ newly released e-book, “Lessons from the Leaders of Social Influence.”

“You don’t have to be a hot tech company like Apple or Amazon to excite people about your brand and generate consumer conversations that drive sales. But a ‘total social’ approach to consumer advocacy is a must for success, as we see reflected in this data analysis. The Category Crushers cited in our report understand that ‘social influence’ goes beyond a screen – and the consumer conversations they generate and amplify in-person can make a bigger boost to their overall social performance than those occurring exclusively on social media,” said Ed Keller, CEO of Engagement Labs. Lessons from the Category Crushers Leaders: American Express, BMW, Dove, and Gatorade Engagement Labs’ new e-book spotlights these four brands and provides details on the creative applications, messaging and strategy that helped them rise to their Category Crusher status. Among those lessons:
  • American Express holds a close relationship with its cardholders, treating them as more than just customers. From its Small Business Saturday program, American Express’ Blue Cash everyday credit card to providing its members with special access to events – American Express uses a strategy which often leads to loyal customers who will advocate for the brand. (TotalSocialTM Financial Industry Average Score: 43; American Express: 52)
  • BMW’s strategic marketing to luxury consumers and key sponsorships helped the brand transcend as one of the highest performing U.S. brands in face-to-face word of mouth marketing. (TotalSocial Auto Industry Average Score: 41; BMW: 58)
  • Dove defines itself outside of its personal care products by promoting positive self-image and self-worth for women. (TotalSocial Facial & Body Industry Average Score: 51; Dove: 60)
  • Gatorade produces sports drinks, but the brand goes beyond that to foster engagement by encouraging people to participate in spirited conversation about their favorite sports teams and sharing motivational content that pertains to athletic performance. (TotalSocial Beverage Industry Average Score: 40; Gatorade: 55)
The new analysis from Engagement Labs is based on continuous tracking of more than 500 U.S. consumer brands using its TotalSocial data and analytic solution. The full e-book, “Lessons from the Leaders of Social Influence: Brands that Crush their Category and Have Consumers Talking” is available for download. TotalSocial (patent pending) 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 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 KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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 Hires Marketing Analytics Veteran Rick Larkin to Lead Predictive Analytics

Company creates new role for Vice President of Analytics to help fuel success of TotalSocial™

Montreal, QC, (February 7, 2017)Engagement Labs Inc. (TSX VENTURE:EL), the world’s first TotalSocial™ company offering intelligent data, analytics and insights for marketers, announced that it has hired its first-ever Vice President of Analytics, Rick Larkin, who will lead efforts to expand the firm’s predictive analytics in its TotalSocial product. Ed Keller, CEO of Engagement Labs said, “We are helping the marketers at major brands solve the challenge of optimizing their marketing ROI by tapping the power of social influence in all its forms, both offline conversation as well as social media. Peer-to-peer influence not only reflects what is happening today, but if properly understood it can also be predictive of what a brand’s sales will be in the future. Marketers who are armed with this intelligence can plan their marketing investment to capitalize. Rick has an outstanding record of working with leading brands to create predictive marketing models. His expertise, combined with our unique databases including the world’s only 10 year database about offline word of mouth, will allow us to add a valuable new offering in our TotalSocial data suite.” Larkin served as a consultant to Engagement Labs in 2016 and now joins the company in a newly created position designed to drive analytical innovation throughout the firm’s products and services. Specifically, Larkin will be leading Engagement Labs’ efforts to build a sophisticated layer of predictive analytics on top of the firm’s recently launched TotalSocial™ Scorecard. Larkin brings 15 years of marketing science experience to his role, including eight years at MarketShare Partners, now Neustar, where he was Senior Vice President-Strategy and worked with clients such as MasterCard, Subway, Hyatt and Sprint. He also spent five years at TBWA\Chiat\Day, where he held several senior digital marketing roles, as well as three years at PricewaterhouseCoopers as a consultant. “Throughout my years of experience, I have learned that analytics are a crucial component to a company’s marketing strategy. I’m eager to assume my role as Vice President of Analytics at Engagement Labs and have a direct impact on advancing the Company’s recently launched TotalSocial Scorecard by developing a sophisticated layer of predictive analytics,” said Larkin. Larkin holds a B.S. in Industrial Engineering from Rutgers University and an MBA from NYU Stern. He will be based out of Engagement Labs’ New Jersey office in New Brunswick. 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. “Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.” For further information please contact: Alan Huycke Investor Cubed Inc. ahuycke@investror3.ca 416-366-0010 For media inquiries please contact: Kate Tumino KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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.

What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement Labs

New TotalSocial™ Analysis Profiles Brands that have the Biggest Mismatch Between their Online and Offline Consumer Conversation Performance

NEW YORK, NY (December 8, 2016) – According to a new analysis of social media and word of mouth performance of more than 500 U.S. consumer brands by Engagement Labs, Palmolive, Corona, RCA and PayPal are the leading “Social Misfit” brands. Social Misfits are defined as brands that perform very well socially either online or offline, but not both, suggesting ready opportunities for improvement to drive enhanced marketing effectiveness and ROI. The Company’s new report, “Social Misfits: Brands that Have a Split Personalities, in Social Media vs. In Real Life,” which was released today, ranks the top Social Misfits based on its TotalSocial analytics system. TotalSocial provides a measurement of a brand’s holistic social performance, incorporating both online and offline brand conversations and sharing. The analysis finds that Palmolive’s and Corona’s word of mouth performance far exceeds their performance on social media, indicating that there are impactful conversations happening about these brands offline (primarily via face-to-face conversations) as opposed to online. For RCA and PayPal, the opposite is true: their social media performance dominates over in-person conversations about the brands, which can impact sales as word of mouth conversations are more likely to drive sales than online conversations. “Being a Social Misfit means that a brand has a big gap in their social marketing strategy, budget or marketing execution – they are either applying more effort to social media and digital work, or more to word of mouth and offline tactics. In reality, both the online and the offline sides need to work together for optimal impact,” said Ed Keller, CEO, Engagement Labs. “It’s not necessarily a negative to be considered a Social Misfit – these brands are doing a stellar job on part of their social marketing. But, Social Misfit brands that excel in social media could be missing on the two-thirds of sales that come from face-to-face conversations. Conversely, the Social Misfits who have stronger offline scores risk losing the one-third of sales generated from social media.” The full Engagement Labs report on Social Misfits can be downloaded here. It covers 30 brands and provides detailed social media and word of mouth marketing analysis, including TotalSocial scoring data about brand performance in each sector. To learn more about Engagement Labs or TotalSocial insights and how to increase your brands 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. The TotalSocial measurement solution provides brands with unique data fuelled insights and powerful analytics to understand online and offline social impact and drive business results TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and Keller Fay’s comprehensive 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 KCSA Strategic Communications ktumino@kcsa.com 212-896-1252
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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.

Diet Soft Drink Brands Lose Conversational Fizz as Consumers Bubble Over with Talk About Regular Sodas

Engagement Labs Releases TotalSocial™ Scores in Soft Drinks Category, finding Coca-Cola Enjoys Strong Brand Conversations Among Consumers while Diet Pepsi Falls Behind

NEW YORK, NY (October 5, 2016) – The passion people used to have for diet soda seems to have gone flat. But, consumers are positively bubbling over to talk about their love of regular soft drink brands; according to a new analysis of consumer conversations inclusive of social media chatter and person-to-person discussions by Engagement Labs™. The company’s new TotalSocial™ tool, which is used to examine the combined online and offline consumer conversations about brands and categories, finds that the talk of many of the most prominent diet soft drink brands is lagging – either on social media, or in real life. At the same time, regular soft drink brands are a loud topic of consumer conversation. Diet Pepsi, Coca-Cola Zero, and Diet Dr. Pepper are some of the TotalSocial underperformers. Their lack of conversational fizz is juxtaposed against the strong TotalSocial scores of their regular variety soft drink counterparts Coca-Cola, Sprite and Pepsi. In fact, all of the soft drink brands that have above-average TotalSocial scores in the category are the regular versions. “Engagement Labs’ TotalSocial scores quantify the impact of these trends on consumer conversations which is clearly reflected by the fact that diet soda brands have a lot in their glass right now—including: health concerns about sugar and artificial sweeteners and balancing consumer interest in natural ingredients with backlash to formulation changes,” said Ed Keller, CEO, Engagement Labs. “The question beverage companies need to ask is: how can they bring the positivity enjoyed by regular soft drink brands to their diet counterparts?” “From a diagnostics point of view, each soft drink brand we examined has individual strengths and faces some unique challenges. But, one thing they have in common is an opportunity to market with an eye toward curating content and experiences that lead to more shares and positive consumer conversations,” Keller continued. “Beverage companies can learn even more about how to positively impact their consumer conversations by paying attention to BOTH online and offline dialogues. We find that roughly one-third of the total conversation volume that takes place about a given brand actually happens as a result of in-person conversations. And more importantly, what is being said on social media channels isn’t indicative of offline consumer chatter.” To learn more about Engagement Labs or TotalSocial insights and how to increase your brands 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 TotalSocial measurement solution provides brands with unique data fuelled insights and powerful analytics to understand online and offline social impact and drive business results. As a unique measurement solution, TotalSocial demonstrates to marketers how their online conversations differ from offline conversation 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 Keller Fay’s comprehensive 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 / Kenneth Cousins KCSA Strategic Communications ktumino@kcsa.com / kcousins@kcsa.com 212-896-1252 / 212-896-1254

Keller Fay Launches First Comprehensive, Social Conversation Tracking System for Television

“TotalSocial™ for TV” is First to Measure All Conversations About New and Returning Shows, Offline Word of Mouth Plus Social Media 

CBS Selects TotalSocial™ for TV

New Brunswick, NJ – September 7, 2016 – Just in time for the fall premiere of the 2016-17 television season, Keller Fay Group, an Engagement Labs company, is launching “TotalSocial for TV,” a first of its kind system for tracking the strength of consumer/viewer conversations about primetime TV shows.  The tracking system will provide  comprehensive insights for offline conversation combined with conversations about TV shows on social media platforms. CBS will begin using the tracking system starting this fall. For nearly a decade, Keller Fay has worked with major television networks to provide offline conversation insights. With the inclusion of online social media data, TotalSocial for TV is the only solution to deliver the full spectrum of conversations taking place about television programming. “Television is a cornerstone of popular culture. People watch television programs because they are recommended by friends and family, and TV is often the topic of real time conversation on social media as well as water cooler conversation the next day. Only by measuring both can networks and advertisers understand what is driving viewer tune in and engagement. We developed TotalSocial for TV to provide the industry with a comprehensive picture of all the conversations taking place about their content, regardless of where they take place,” said Ed Keller, CEO of Engagement Labs and the Keller Fay Group. “Over the years, Keller Fay has helped us understand how different the TV program conversation is offline versus the conversations on social networks,” said David Poltrack, Chief Research Officer of CBS and President, CBS Vision. “With this new offering, CBS and others in the industry, who appreciate the importance of holistic measurement, will get a deep understanding of all the conversations happening around their programs, regardless of where these conversations take place. This will help our industry and our advertisers better understand exactly which TV shows have true social currency.” TotalSocial for TV will be unique in the marketplace in several respects:
  • Includes offline conversations; as well as a comprehensive measure of online conversation
  • Offers a scoring methodology for comparing and combining offline and online conversations;
  • Measures sentiment for TV program conversations, online and offline;
  • Offers diagnostic analysis services that goes beyond volumetric ratings.
TotalSocial for TV is a companion service to Engagement Labs’ broader TotalSocial™ system announced earlier this month, which covers a wide array of consumer brands in 17 categories, both in the US and UK markets. About Engagement Labs/Keller Fay Engagement Labs (TSXV:EL) is the world’s first TotalSocialTM company, offering intelligent data, analytics and insights for marketers. Keller Fay is an Engagement Labs company. We are leaders in tracking, measuring and benchmarking the social 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. Engagement Labs’ TotalSocial measurement solution provides brands with unique data fueled insights and powerful analytics to understand online and offline social impact and drive business results. Engagement Labs has a suite of proprietary tools including TotalSocial, an industry first conversation mapping system for companies to understand online and offline social data in a single integrated score. eValueTM Analytics is the global benchmarking tool for social media scoring offering real-time analysis to measure a brand’s social media performance. TalkTrack® is the only data system that measures the totality of word of mouth. Engagement Labs maintains offices in Canada – Toronto, ON and Montreal, QC, U.S. – New Brunswick, NJ, and UK – London. To learn more visit www.engagementlabs.com / www.kellerfay.com /www.totalsocial.com For media inquiries please contact: Kate Tumino / Kenneth Cousins KCSA Strategic Communications ktumino@kcsa.com / kcousins@kcsa.com 212-896-1252 / 212-896-1254  

Allstate and GEICO Earn Top TotalSocial™ Ranking for Insurance Brands

Engagement Labs Ranks the Most Social Insurance Brands in the U.S. Based on Online and Offline Conversation

TORONTO, ON – August 30, 2016 – Technology and data company Engagement Labs, creator of TotalSocialTM, the world’s first tool to combine in-depth social listening data with comprehensive offline conversation measurement, today released the TotalSocial rankings of the top performing insurance brands in the U.S. Whether it be automotive, health or life, every American has invested in some type of insurance, however, these brands have gained a less than stellar reputation. Even in comparison to financial counterparts such as the banking and credit card industries, which have garnered below-average consumer brand perceptions, the insurance industry falls even further behind in consumer sentiment. Based on TotalSocial data, insurance brands not only lag with regards to sentiment, but are also challenged in driving offline conversations in general, when compared to other financial industries. With two-thirds of recommendation-based sales coming from offline word of mouth, the insurance industry must focus on improving how people are discussing their brands, offline and online, to drive sales and improve marketing ROI. The insurance industry is effectively driving online conversations, indicating a sharper focus on social media strategy. Insurance brands do particularly well in comparison to the other financial industries when it comes to online brand sharing, by creating branded social content that consumers are sharing with their networks. However, similar to their offline conversations, insurance brands are suffering from lower sentiment when compared to other financial industries, once again highlighting the industry’s need to focus developing marketing campaigns that will spread positive word of mouth.

Top Ten TotalSocialTM Insurance Brands in the U.S.

Ranking TotalSocial
1 Allstate
2 GEICO
3 Blue Cross/Blue Shield
4 Aetna
5 State Farm
6 United Health
7 USAA
8 Medicare/Medicaid
9 Metlife
10 Humana Healthcare

Source: TotalSocialTM top ten performing insurance brands in the U.S. for the 12 months ending June 2016.

Top Ten TotalSocialTM Insurance Brands in the U.S. Based on Offline and Online Performance

Ranking

TotalSocial Offline TotalSocial Online

1

GEICO United Health

2

Allstate

Aetna

3

State Farm

Blue Cross/Blue Shield

4

USAA

Cigna

5

Blue Cross/Blue Shield

Kaiser Permanente

6

Metlife

Medicare/Medicaid

7

Aetna

State Farm

8

Medicare/Medicaid

Allstate

9 Humana Healthcare

Humana Healthcare

10 Kaiser Permanente

Metlife

Source: TotalSocialTM top ten performing offline/online insurance brands in the U.S. for the 12 months ending June 2016.

“Based on our data, it is clear that insurance companies are implementing a narrow, social focused strategy. Although social media is an important channel for brands to leverage, it should not be the only social metric brands develop strategies around and measure. Focusing solely on online performance can be detrimental to a brand, as online social metrics almost never represent the entire social picture. The two types of conversations, those happening online and face-to-face, are often very different,” said Ed Keller, CEO at Engagement Labs. “Having a TotalSocial perspective of brand conversations provides brands with a deeper understanding of their online and offline performance, allowing them to make effective marketing decisions to drive business results.” Based on the TotalSocial rankings, Allstate and GEICO ranked the highest for overall TotalSocial score and offline performance, with GEICO edging out Allstate for the latter. Content for both brands, such as out-of-home advertising and commercials, is highly shared and engaged with offline among potential buyers and influencers. Nonetheless, when evaluating the two leading brands’ online performances, a different picture is highlighted as Allstate ranks eighth, while GEICO does not even place within the top ten. Another example of a brand having very different scores online and offline is United Health, which ranked first for online performance and ranked sixth for overall TotalSocial score, but did not place within the top ten for offline performance due to significantly low sentiment and brand sharing scores. Other healthcare insurance brands such as Aetna, Blue Cross/Blue Shield and Cigna, which ranked high for online performance, also saw lower offline performances in part due to extremely low sentiment scores. The rankings reveal that these insurance brands need to start focusing on marketing initiatives to help drive word of mouth conversation. “Given the consumer perception towards the insurance industry, TotalSocial measurement identifies areas where insurance brands can improve performance. For instance, despite driving the most offline word of mouth, Allstate and GEICO both must focus on better engaging online influencers and using more ‘talkworthy’ messaging online, which might be achieved with stronger benefit-focused posts, or by using creativity and humor. In contrast, United Health and similarly high-performing online brands, must focus on marketing programs that will generate positive offline word of mouth amongst consumers to amplify offline scores,” stated Keller. The TotalSocial measurement solution uniquely shows marketers how their online conversations differ from offline conversation and helps identify areas of competitive opportunity or significant emerging threats. The TotalSocial measurement solution is based on a proprietary scoring system 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. The TotalSocial score is based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. As a tracking system that is “always on,” momentum is built into each of the metrics. TotalSocial tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more about the TotalSocial measurement solution visit www.totalsocial.com or contact totalsocial@engagementlabs.com About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocialTM company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the social 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. Engagement Labs’ TotalSocial measurement solutions provides brands with unique data fuelled insights and powerful analytics to understand online and offline social impact and drive business results. Engagement Labs has a suite of proprietary tools including, TotalSocial an industry first conversation mapping system for companies to understand online and offline social data in a single integrated score. eValueTM Analytics is the global benchmarking tool for social media scoring offering real-time analysis to measure a brand’s social media performance. TalkTrack® is the only data system to measures the totality of word of mouth. Engagement Labs maintains offices in Canada – Toronto, ON and Montreal, QC, U.S. – New Brunswick, NJ,and UK – London. To learn more visit www.engagementlabs.com / www.kellerfay.com / www.totalsocial.com For media inquiries please contact: Kate Tumino / Kenneth Cousins KCSA Strategic Communications ktumino@kcsa.com / kcousins@kcsa.com 212-896-1252 / 212-896-1254

Athleisure Brands Adidas, Nike, Reebok and Under Armour Race to the Top of TotalSocial™ Rankings

Engagement Labs Ranks the Most Social Apparel Brands in the U.S. Based on Online and Offline Conversation

TORONTO, ON – August 18, 2016 – Technology and data company Engagement Labs, creator of TotalSocialTM, the world’s first tool to combine in-depth social listening data with comprehensive offline conversation measurement, today released the TotalSocial rankings of the top performing apparel brands in the U.S. In recent years the U.S. apparel industry has struggled to meet sales targets, which means that brands within the space must focus on marketing efforts to ensure they get a cut of consumer spend. Based on TotalSocial data, the apparel industry is an above average performer in driving face-to-face conversations when compared to other industries. As two-thirds of sales impact comes from word of mouth conversation, the apparel industry is pulling many of the right marketing levers to drive offline word of mouth. However, the volume of offline sharing is not as strong as it could be for apparel, suggesting a need to improve on that dimension. On the other hand, the apparel industry lags behind other industries significantly in its online social performance. This suggests an opportunity for apparel brands to improve social media marketing to drive growth. Particular areas for the industry to focus on are online volume, and especially online brand sharing:  creating branded content on social pages that consumers find compelling and wish to share with others in their social network.  
 
  “TotalSocial rankings demonstrate the opportunity for a brand to improve upon online and offline performance in order to drive business results. As marketers, it can be difficult to understand what tactics are truly having an impact on your consumers,” said Bryan Segal, CEO at Engagement Labs. “These two types of conversations, those happening online and face-to-face, are often very different. Therefore, having a TotalSocial understanding of your brand performance allows you to fully capitalize on the power of social influence.” Based on TotalSocial rankings, athleisure brands do particularly well in both the online and offline categories. In fact, five of the brands among the top ten fall into the athleisure category. Looking at Adidas and Nike specifically, both brands enjoy plenty of talk online and offline. Content for both brands is highly shared offline, but online the brands can improve the shareability of their content by creating content that encourages consumers to share with others. Adidas has a slight edge over Nike due to their particularly high engagement with influencers, both online and offline. “TotalSocial measurement not only demonstrates brand strengths, but also identifies areas where brands can improve performance. For instance, American Eagle comes in seventh for overall TotalSocial score and ranks as the fourth highest apparel brand for offline conversation. However, the brand suffers from a low online score and thus should focus on marketing strategies that will amplify talkability and shareability on online channels by engaging more with online influencers,” stated Segal. The TotalSocial measurement solution uniquely shows marketers how their online conversations differ from offline conversation and helps identify areas of competitive opportunity or significant emerging threats. The TotalSocial measurement solution is based on a proprietary scoring system 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. The TotalSocial score is based on the most important drivers of brand performance:  Volume, Sentiment, Brand Sharing and Influence. As a tracking system that is “always on,” momentum is built into each of the metrics. TotalSocial tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK. To learn more about the TotalSocial measurement solution visit www.totalsocial.com or contact totalsocial@engagementlabs.com About Engagement Labs Engagement Labs (TSXV:EL) is the world’s first TotalSocialTM company, offering intelligent data, analytics and insights for marketers.  We are leaders in tracking, measuring and benchmarking the social 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. Engagement Labs’ TotalSocial measurement solutions provides brands with unique data fuelled insights and powerful analytics to understand online and offline social impact and drive business results. Engagement Labs has a suite of proprietary tools including, TotalSocial an industry first conversation mapping system for companies to understand online and offline social data in a single integrated score. eValueTM Analytics is the global benchmarking tool for social media scoring offering real-time analysis to measure a brand’s social media performance. TalkTrack® is the only data system to measures the totality of word of mouth. Engagement Labs maintains offices in Canada – Toronto, ON and Montreal, QC, U.S. – New Brunswick, NJ,and UK – London. To learn more visit www.engagementlabs.com / www.kellerfay.com / www.totalsocial.com For media inquiries please contact: Kate Tumino / Kenneth Cousins KCSA Strategic Communications ktumino@kcsa.com / kcousins@kcsa.com 212-896-1252 / 212-896-1254