Molson Canadian, Coors Light and Mill Street on Tap for Canadians on Social Media

Engagement Labs Ranks the Top Canadian Beer Brands Based on Social Media Performance

TORONTO, ON – May 18, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings of the top performing Canadian beer brands on social media according to eValue data. “With the summer months fast approaching, beer brands have the opportunity to leverage unique and engaging content that gets their products in front of millions of consumers on social. Such content will aim to engage consumers by appealing to their seasonal excitement and translate social success into a purchasing decision,” stated Bryan Segal, CEO of Engagement Labs. On Facebook, Molson Canadian ranked first with the highest overall eValue score. The brand proudly leveraged its Canadian reputation by posting content that highlighted various Canadian stereotypes, such as the love for hockey, which generated thousands of likes and shares. However, it was third place brand Guinness that scored the highest Engagement score and generated the most likes and shares per 1,000 fans. The brand took the opportunity to post content to its followers that would resonate with them, such as posts around their sustainability efforts and holidays like St. Patrick’s Day. On Twitter, Coors Light ranked first with the highest eValue score through a content strategy that incorporated hashtags such as #ClimbOn, which was consistent with the company’s Rocky Mountain-related branding. Steam Whistle, which placed second overall, scored the highest for Responsiveness and had the fastest response rate. With the most admin retweets and second most admin replies, the brand showcased a commitment to effectively engage in two-way communication with followers. Budweiser ranked third overall and boasted the highest Engagement of the group due to attaching the brand to important causes. For example, the brand focused its content strategy primarily on its campaign to end drinking and driving by implementing hashtag campaigns such as #TackleImpossible and #LightTheLamp to resonate with its followers. “The beer industry is a highly competitive market as there are numerous brands from which consumers can choose. Therefore, it’s essential for a brand to create a focused social media strategy to differentiate itself from the pack. As we saw with several of the Canadian beer brands, enlisting in unique content strategies that localize, personalize and humanize the brand helps to connects with audiences and increase brand memorability,” noted Segal. On Instagram, Mill Street placed first for eValue score and also tied Bud Light for the highest Engagement score. Both brands generated their Engagement scores by leveraging a local approach, posting images of their products in Canadian cities, sporting events and popular venues. Bud Light also engaged with its followers by posting content related to its #BudLightLiving contest which provided lucky users the chance to win a trip to Miami. Second-place finisher, Steam Whistle, scored the highest Responsiveness, which demonstrated its commitment to engage directly with fans on the platform. “While posting consistent content is key for high engagement among followers, another area of focus for these brands should be response strategies,” continued Segal. “As we saw in the case of Steam Whistle, using social media as an avenue to communicate with fans helps increase engagement and translates into a stronger online presence. Combining engaging content and response strategies builds brand affinity and can positively contribute to sales growth and prospects.” About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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

Bud Light, Budweiser and Corona Extra are Brewing Consumer Conversations Offline, While Fireball Cinnamon Whisky, Jägermeister and Jack Daniel’s are Top Shelf on Social Media

Engagement Labs Ranks the Top U.S. Beer and Liquor Brands Based on Social Media Performance and Word of Mouth Conversations

TORONTO, ON – May 12, 2016 – Technology and data company Engagement Labs, released rankings on the top U.S. beer and liquor brands on social media and through word of mouth (WOM) conversations. The data consists of Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversations from the Keller Fay Group, an Engagement Labs company. “While beer and liquor brands do well reaching audiences on social media, engagement and retention are a key focus for these brands, as they aim to stay ahead of their competitors. Creating engagement strategies that encourage consumers to consistently interact with their channels, allows certain brands to remain top of mind at purchasing time,” stated Bryan Segal, CEO at Engagement Labs. On Facebook, Corona Extra secured the first place ranking for beer brands with the highest overall eValue score, posting a combination of professional photography and user-generated content that highlights the product in various summer-related scenarios. Second place brand, Modelo Especial, boasted the highest Engagement score and most active user base. Posting a mix of cocktail recipes that incorporate the beer, the brand generated the most likes, comments and shares per 1,000 fans. Based on their high engagement the brand could post more frequently to further boost online activity. Bud Light ranked fifth overall for eValue scores, however had the highest Impact score and Responsiveness score of the top ten.  On Twitter, Bud Light secured first place for beer brands with the highest eValue and Impact score. Budweiser, which ranked second overall, scored the highest for Responsiveness. Budweiser also had the highest likes and retweets per 1,000 fans of the top ten. Despite placing ninth overall, Labatt scored the highest for Engagement. The brand’s low Responsiveness score prevented it from scoring higher overall on the channel. On Instagram, Pabst Blue Ribbon ranked first for beer brands with the highest eValue and Impact score. Making the most of user-generated content and humorous pop-cultural references, Pabst Blue Ribbon scored the second highest Engagement, second only to D.G. Yeungling & Son. Leveraging relevant hashtags with their user-generated content, Yeungling & Son garnered the most likes per 1,000 fans. “Our research showed that while beer brands boasted large followers, the most successful brands were the ones posting content that engaged their audiences and had effective response strategies. User generated content played a big role in some of the brand’s social media success.” noted Segal. “In such a competitive category, a consumer wants to see what makes a brand stands out from the rest and an engaging online experience that highlights real customers in real situations can be an effective approach.” Among liquor brands on Facebook, Fireball Cinnamon Whisky ranked first with the highest eValue and Engagement score thanks to a social media strategy that consisted of creative and unique memes and images centering around the product. Patrón Tequila scored the highest Impact score, while Jack Daniel’s Tennessee Whisky generated the highest Responsiveness score of the group. On Twitter, Fireball Cinnamon Whisky had the highest Responsiveness of the group and ranked first for overall eValue score, while Jack Daniel’s Tennessee Whisky had the highest Engagement score, ranking third for eValue score. The brand engaged audiences by posted captivating professional photography of their product, however had an extremely low Responsiveness score. On Instagram, Jägermeister ranked first among liquor brands with the highest eValue and Engagement score. Earning the most likes per 1,000 fans, Jägermeister leveraged popular hashtags with images focused on their product and brand-related merchandise. The brand also scored the highest Impact of the top ten, tying with Hennessy and Jack Daniel’s Tennessee Whisky. In an analysis of the TalkTrack data for beer brands, some significant overlap was seen between the successful online beer brands and the brands leading the offline WOM conversation. According to their WOM TalkShare rankings – the percentage of conversation an individual brand has relative to WOM for all brands measured – beer brands Bud Light, Budweiser and Corona Extra experienced offline success as well. However, when studying the offline conversations around liquor brands, stark differences were identified, as the top ten list consisted of such brands as Smirnoff, Grey Goose and Captain Morgan Rum, that did not rank in the top ten for any social media channel. “Brands within competitive industries such as alcohol cannot rely solely on online or offline conversations to attract customer attention. Online and offline conversations work simultaneously with one another, thus it’s necessary to develop a brand experience that creates positive buzz around a brand both online and offline, as we saw with some beer brands. Focusing on both online and offline conversation will get consumers talking, build brand loyalty and ultimately drive sales.” About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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

The Social Mom – Engagement Labs Reports Shifting Conversations Amongst Moms

Childcare Brands like Pampers Drop in the Rankings, While Technology Brands like Apple Gain Momentum Among ‘Millennial Moms’

TORONTO, ON – May 5, 2016 – As marketers at consumer brands activate campaigns to celebrate mothers this weekend, some brands may need to work harder than others to get mommies talking about their product, according to new data from Keller Fay Group, an Engagement Labs (TSXV:EL) company, and creator of TalkTrack®, the leading measurement source of word of mouth (WOM) conversation. A five-year analysis of young mothers between the ages of 18-34, found there is a significant shift in what consumer brands this demographic is talking about and where those conversations are taking place. Within the last five years, the conversations among younger moms have become less about brands that relate to their children and more about companies and categories that highlight the other hats that moms today often wear, including that of a wife, working professional, fashionista, consumer, blogger, etc. Today’s generation of parents is digitally savvy. In fact, face-to-face conversations among moms 18-34 have declined somewhat in recent years. In 2008, 75 percent of brand conversations among younger moms took place face-to-face. In 2015, that number was down to 70 percent. However, face-to-face has remained steady among non-moms over the same timeframe, down only one percent, from 74 percent to 73 percent. This doesn’t mean that moms aren’t talking; in fact, they are moving conversations online. Online conversations have more than doubled since 2008, from six percent to 14 percent. The growth has been much slower among women without children, from seven percent to 12 percent. It’s not just about where conversations are taking place, what moms are talking about has drastically changed too. Since 2010, discussions around technology brands have increased 25 percent versus an increase of only nine percent among all women. At the same time, talk about children’s products among younger moms has decreased two percent. “When looking at data from 2010, this demographic of moms is talking significantly more about categories such as personal care & beauty, travel, household products, retail and food & dining. This is demonstrating the shift in where and how moms are getting their information,” said Ed Keller, President at Engagement Labs and CEO at Keller Fay Group. “These moms are approaching parenting differently based on the online resources they have at their disposal. The boom of mommy blogs and online communities for moms are helping to facilitate this.” Technology and mobile is an important aspect within the lives of moms, allowing them to feel more connected. This propensity towards tech and mobile reflects the brands this generation of moms is talking about. In 2010, Pampers and Huggies were the 10th and 11th most talked about brands among 18-34 year old moms. By 2015, Pampers had dropped to 45th and Huggies landed at 23rd, while technology companies made up 40 percent of the 10 most talked about brands. “’Millennial moms’ aren’t talking less. They are just talking about different things – including personal care & beauty, travel, household products, retail and food & dining – on different, digital channels,” said Ed Keller, President at Engagement Labs and CEO at Keller Fay Group. “These moms are approaching parenting differently based on the resources they have within the online world and are using online channels to balance parenthood with personal interests. Additionally, the boom of mommy blogs and online communities for moms are helping to facilitate this.” According to Engagement Labs, moms are having more varied conversations. The figure below demonstrates four distinct themes these moms are having online conversations about. As expected, they are seeking and sharing parenting content and they follow digital content experts in parenting for information and advice. Millennial moms seek peer advice and support, which is evident in the popularity of mommy bloggers.  The words surrounding each theme are those words that appear most frequently in discussions within the different topics. For example, surrounding the parenting circle we see words like help, feeling, and look – demonstrating needs for which these moms are asking for advice. Keller concluded, “Looking at both online and offline activities we see shifts in what this new generation of parents is talking about. However, when comparing the online and offline conversations of this segment, similarities are evident. It is within these insights that brands can truly understand their consumers and develop marketing and advertising strategies to directly and effectively reach them. For marketers to do that, they must find a way to blend their traditional and digital efforts to remain a topic of conversation with consumers to ultimately help drive business results.” About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Canada, Toronto, ON and Montreal, QC, the U.S., New Brunswick, NJ, and the UK, London. To learn more visit www.engagementlabs.com / www.kellerfay.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

Cruz Takes On Trump for the GOP Social Media Nomination

Engagement Labs Ranks How Republican and Democratic Presidential Candidates Perform on Social Media

TORONTO, Ontario — April 28, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings on how U.S. Presidential candidates performed on Facebook and Twitter, for the month of April 2016. “As the U.S. Presidential race inches closer to naming an official nominee for each party, the candidates’ social media performances are reflecting the changes seen on the campaign trail,” stated Bryan Segal, CEO at Engagement Labs. “The Democratic Party saw Bernie Sanders gain extensive ground with younger voters, while Republican candidate Donald Trump continues to gain the most followers month-after-month, even with increased competition from Senator Ted Cruz and Governor John Kasich . With a decrease in debates and an increased focus on the primaries, candidates are moving to social media to engage voters in their campaigns for upcoming electoral events.” Republican Party On Facebook, the Republican Party saw Cruz surpass Trump to take the lead for eValue score, corresponding to the candidate’s recent rise in popularity amongst Republican voters. All Republican candidates scored extremely well with respect to Engagement, with Trump leading the subcategory. Cruz and Trump both had impressive scores for Impact, with Kasich trailing behind in the subcategory, indicating that his content isn’t reaching as many voters as his fellow contenders. However, Kasich remained the most responsive to his followers on Facebook. Trump maintained the largest follower growth on the channel with just more than 347,000 new followers added in April. Trump remained the leading GOP candidate on Twitter with much higher Engagement than the other candidates, the highest Impact score and the largest follower growth of approximately 412,500 followers during the month. Kasich ranked second with the highest Responsiveness score. “Trump has consistently used his social media platforms to voice his opinions on hot topic issues, which has solidified his high engagement scores throughout the race,” said Segal. “As the competition heats up, and other candidates rise in popularity, using social channels simply for this purpose won’t be enough. Cruz’s election momentum is being translated online, enabling him to surpass Trump on Facebook. In addition, Kasich is doing extremely well on Twitter, using the platform to engage directly with citizens. Voters are looking for relatable candidates who post relevant content addressing their concerns and also take the time to communicate with their voters.” Democratic Party Sanders’ growing popularity in the polls was highlighted by his lead on Facebook. Boasting a much more active user base than Hillary Clinton, Sanders scored higher in Engagement and had more likes and shares per 1,000 fans. While Clinton scored higher for Impact, Sanders gained more followers, adding approximately 315,000 in April. One area of improvement for Sanders could be his Responsiveness, which remains at 0, highlighting that he has a strategy in place that involves not responding at all. Clinton took the month of April to apply a response strategy on Facebook to beat Sanders in the subcategory. Sanders’ online success continued on Twitter with drastically higher eValue and Engagement scores than Clinton. Celebrating campaign successes, while tackling topics such as climate change and education, Sanders engaged his active user base to generate the most retweets, likes and mentions per 1,000 fans. Clinton beat Sanders for Impact, demonstrating that her content continues to have a higher reach than Sanders. Both candidates used the platform to respond and engage voters, however Sanders’ scored higher for Responsiveness. The candidates were neck-and-neck for follower growth, with Clinton just beating out Sanders with approximately 209,500 new followers during April. “With his platform resonating well with younger voters, who are known to be active users on social media, Sanders is seeing his brand soar online. Clinton’s campaign must focus on the content they’re posting to expand their connection with audiences. While Clinton has a robust following, the content she’s sharing is not as engaging and relevant as Sanders’ content, causing her to lag on social media” noted Segal. About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London. To learn more visit www.engagementlabs.com / www.kellerfay.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

Krispy Kreme, LongHorn Steakhouse and Chili’s Grill & Bar Taste Online Success, while Dairy Queen and The Cheesecake Factory Feed Offline Conversations

Engagement Labs Ranks the Top U.S. Quick Service Restaurants and Casual Dining Restaurants Based on Social Media Performance and Word of Mouth Conversations

TORONTO, ON – April 21, 2016 – Technology and data company Engagement Labs released rankings on the top U.S. quick service restaurants and casual dining restaurants on social media and through word of mouth (WOM) conversations. The data consists of Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversations from the Keller Fay Group, an Engagement Labs company. “Known for their convenience and affordability, quick service and casual dining restaurants are an extremely appealing food option for the public. With social media used as a platform to introduce new menu items and promotions, consumers are constantly turning to these channels to be kept up-to-date at all times,” stated Bryan Segal, CEO at Engagement Labs. “While restaurants are reaching audiences easily on social media, retention is the key focus for both quick service and casual dining restaurants as they aim to stay ahead of the competition by having consumers come back to their channels consistently and remain top of mind.” On Facebook, Krispy Kreme Doughnuts secured a first place ranking for quick service restaurants with the highest overall eValue score, through posting a combination of its latest promotions and various holiday-centric campaigns. Whataburger, which ranked third for eValue, had the highest Engagement score of the top ten and the most likes and comments per 1,000 fans. This indicated that the brand’s content centered on images of its popular menu items and merchandise with simple and witty captions resonated well with its followers. Jimmy John’s scored the highest Responsiveness and response rate. On Twitter, Jimmy John’s ranked first for quick service restaurants with the highest eValue score and most likes and retweets per 1,000 fans. Chipotle, which ranked second with the highest Responsiveness, utilized the platform to react to the recent E. coli scare that made waves in the news. For example, the brand live-tweeted food and safety training underwent by all their employees and responded frequently to consumer concerns to get ahead of the scandal. Panda Express ranked first for Engagement by focusing its content on their popular #OrangeChickenLove campaign to engage their user base. On Instagram, Starbucks ranked first with the highest eValue and Impact scores of all quick service restaurants, while Krispy Kreme Doughnuts placed second. Shake Shack placed third with the highest Engagement score and the most active user base. Enlisting in user-generated content, Shake Shack posted images of its menu items, with the photographer tagged, to generate the highest number of likes and comments per 1,000 fans. “Our research showed while quick service restaurants were scoring extremely high for Impact, their social media success was hindered when their content wasn’t engaging their audiences enough or the brand lacked a significant response,” continued Segal. “A response strategy is critical for the restaurant industry, as we saw in the case of Chipotle. Addressing both positive and negative matters is beneficial for a brand as it demonstrates to consumers a sense of accountability and honesty, which results in building trust.” Among casual dining restaurants on Facebook, LongHorn Steakhouse ranked first with the highest eValue and Engagement score due to a social media strategy that consisted of posting professionally photographed images of menu items. Applebee’s scored the highest Impact, while P.F. Chang’s generated the highest Responsiveness score of the group. On Twitter, Chili’s Grill & Bar ranked first for casual dining restaurants. Chili’s Grill & Bar was only beat out for Responsiveness by LongHorn Steakhouse, which scored the highest response rate. Denny’s scored the highest Engagement, while Applebee’s earned the highest Impact score. On Instagram, Logan’s Roadhouse ranked first with the highest eValue, Engagement and Responsiveness scores. Olive Garden ranked second, following closely behind Logan’s Roadhouse for Responsiveness, while IHOP scored the highest Impact of the group. In an analysis of the TalkTrack data for both the quick service and casual dining restaurants, overlap is seen between the successful online brands and those brands growing their offline WOM, according to their WOM momentum rankings. Nonetheless, significant differences are identified, as Dairy Queen showcased the most offline growth of conversation for quick service restaurants, while The Cheesecake Factory and Golden Corral demonstrated the most growth for casual dining restaurants. All three of the top-ranking brands for offline WOM momentum did not rank within the top ten eValue rankings. “Brands within the competitive restaurant industry cannot rely solely on online conversations to retain customer business. It is imperative to understand that offline word of mouth can be just as impactful as online conversations, especially in the restaurant industry where recommendations drive so many purchasing decisions,” Segal noted. “Customers are faced with numerous options, so it is critical to create a brand experience, develop insightful response strategies and build online campaigns that create positive buzz around a brand both online and offline, to ultimately drive sales and build loyal consumer relationships.” About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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

KLM and Ryanair Soar High on Social Media, While Emirates Takes Off for Positive Word of Mouth Conversations

Engagement Labs Announces Rankings of the Top U.K. Airlines Based on Social Media Performance and Word of Mouth Conversations

LONDON, U.K. – April 14, 2016 – Technology and data company Engagement Labs, creator of the eValue™ score, released its data rankings on the top airlines serving the UK, on both social media and through offline word of mouth (WOM) conversations. The data consists of Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversations from the Keller Fay Group, an Engagement Labs company.

“For airlines, social media acts as an important extension of a brand’s customer service, providing an avenue for consumers to ask questions and communicate directly with the airline, at an often stressful time” said Steve Thomson, UK Managing Director at Keller Fay and Engagement Labs. “Therefore social media becomes a critical tool for airlines to connect with their consumers, answer questions, help mitigate challenges and respond to issues, all in real time. Gone are the days of sending an email to customer service departments and waiting for a response. Social media provides consumers the opportunity to interact immediately and for brands to react accordingly, demonstrating dedication to their customers and to finding solutions.” On Facebook KLM ranked first for eValue and Impact score. The brand also had an impressive Responsiveness score which is clearly evident when looking at the brand’s channel and their continuous comments and responses to consumer posts. Budget airline Ryanair ranked second for overall eValue score. Emirates came in a close third with the highest Engagement score. Although the brand posted 79 times – in comparison to Ryanair’s 509 posts – Emirates saw more engagement from fans, demonstrating that the brand has a great understanding of its audience and the content which encourages interaction. Emirates also enjoys positive offline word of mouth (WOM). On Twitter Ryanair took the top spot for eValue score with the second highest Engagement score. As seen on Facebook, the brand continued to post very frequently, almost 6 times more than the second and third ranked brands, British Airways and easyJet, respectively. British Airways secured the highest Responsiveness score and admin replies, indicating their commitment to communicating with followers, while easyJet had the highest Engagement score. KLM again led the fleet on Instagram with the highest Impact and Responsiveness scores. Ryanair took second place with the highest Engagement score. The brand’s Instagram channel comprised of a mix of professional and user-generated images. Especially on Instagram, user-generated content is an excellent method for brands to create follower engagement and build trust among audiences. “For the airline industry, social media is the perfect avenue to integrate marketing and brand messaging with customer service. Hence, having an understanding of how a brand is measuring online is important to ensure you have the right messages targeting your consumers. However, social media is only part of the equation. For companies to have a 360 degree view of their brand they must also understand how people are talking about them through word of mouth conversations and the sentiment behind the conversations,” added Thomson. Although KLM secured top spots on social media, the brand ranked sixth for WOM, with 58% of the conversations being positive. This highlights that although KLM’s social strategy is encouraging engagement online, the company should examine how they can translate online conversation into positive offline conversation. Finally, Virgin Atlantic arguably faces the opposite problem: a base of positive sentiment in WOM is not reflected in the brand’s engagement via social media – a missed opportunity given the brand’s high profile.   About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK

To learn more visit www.engagementlabs.com / www.kellerfay.com.

For media inquiries please contact: Steve Thomson Keller Fay Group sthomson@kellerfay.com +44-7769-289590

University of British Columbia, Brock University and Queen’s University Make the Social Media Honor Roll

Engagement Labs Ranks the Top Canadian Colleges and Universities Based on Social Media Performance

TORONTO, ON – April 13, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings of the top performing Canadian colleges and universities on social media according to eValue data.

Top Canadian Colleges and Universities on Facebook, Twitter and Instagram

Source: Engagement Labs eValueTM 2016 rankings of Canadian Colleges and Universities on Facebook, Twitter and Instagram
“College and university students are constantly using social media as a tool for communication and keeping up-to-date on all news. Student life has quickly adopted social media, thereby offering higher education institutions with an ideal avenue for two-way, real time communication with prospective and current students,” stated Bryan Segal, CEO at Engagement Labs. “Students are highly engaged and always want to interact with the shared content, as long as it’s compelling. Thus, this provides an opportunity for academic institutions to create content that promotes their academics and campus life, not only for its current students, but also for recruitment purposes and as a platform to engage with alumni and parents.” On Facebook, University of British Columbia ranked first with the highest eValue score. The institution also had the largest follower growth during the time period measured, with 37,993 new followers. University of Victoria, which placed third overall, scored the highest Engagement, which demonstrates the content being posted resonated extremely well with its followers. However, it was fifth-place finisher, Université du Québec à Rimouski (UQAR) which garnered the most likes, comments and shares per 1,000 fans by its frequent posting of content that included celebrations of student achievements, highlights of extra-curricular activities and user-generated content from attending students. On the other hand, UQAR’s Impact score was relatively low compared to fellow academic institutions, hindering the school from placing higher. On Twitter, Brock University ranked first with the highest Impact score of the top ten. Highest Responsiveness and response rate was scored by Fanshawe College. Laurentian University, which ranked sixth for overall eValue, scored the highest Engagement with posts around campus life and recognizing the successes of school alumni. On Instagram, Engagement Labs found that all schools measured had a very high active user base, indicating that academic institutions are posting engaging and targeted content on their channels. Queen’s University placed first for overall eValue score, while the following three schools – Western University, York University and University of British Columbia – tied for the highest Engagement. All three universities utilized the visual platform to showcase their schools through images of their campuses and students. In particular, Queen’s University leveraged user-generated content from students both at the campus and beyond and tagged the student in the picture. University of British Columbia earned the most likes per 1,000 fans, while Wilfrid Laurier University ranked first for Responsiveness and University of Toronto scored the highest Impact. “As we saw with our rankings, Engagement was high across all three channels, with online followings being highly active – particularly on Instagram. However, we found that the schools had much lower Responsiveness scores. Therefore, there is an opportunity for these academic institutions to focus on their response strategies to engage in two-way communication. Followers are turning to these channels for answers regarding all-things academic and campus life, so providing information via social media is an essential strategy for schools to build brand affinity among audiences. An effective response strategy builds relationships with students, prospects and the community-at-large,” noted Segal. About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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

Baylor University, Texas A&M University and University of Wisconsin-Madison Graduate with Social Media Distinction

Engagement Labs Ranks the Top U.S. Colleges and Universities Based on Social Media Performance

TORONTO, ON – April 7, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings of the top performing U.S. colleges and universities on social media according to eValue data.

 Top U.S. Colleges and Universities on Facebook and Twitter

Source: Engagement Labs eValueTM U.S. 2016 rankings of U.S. colleges and universities on Facebook & Twitter
 The colleges and universities examined included those categorized as Ivy League, for-profit and those within the following NCAA conferences: the Big Ten, the Big 12, the ACC, the Pac-12, and the SEC.
“Students currently attending academic institutions in the U.S. have become accustomed to social media, as it is a vital tool used for communication and staying up-to-date on news. With social media engrained in student life, it provides an excellent opportunity for academic institutions to communicate with prospective and current students through two-way, real time communication,” stated Bryan Segal, CEO at Engagement Labs. “Known for their ‘always-on’ mentality, students serve as a highly engaged user base that will interact frequently with shared content as long as it’s engaging and compelling.” On Facebook, Baylor University was the leader with the highest eValue score. The university also had the highest Engagement score due to posting high-quality content revolving around its football team and campus, which enabled its followers to interact. Additionally, Baylor generated the highest number of comments and likes per 1,000 fans and had the most active user base of the top ten. According to Engagement Labs’ eValue score, Texas A&M University placed second overall and had the highest amount of overall likes and comments. Ashford University, which ranked third overall, had the highest Responsiveness of the group. “On Facebook, we found that many of the colleges and universities identified the right type of content that encourages its followers to engage, as indicated by the high Engagement scores across the board,” continued Segal. “While social channels create ample opportunity for recruitment and school promotion to students, they also allow for engaging alumni and parents.” On Twitter, University of Wisconsin-Madison ranked first for overall eValue score and boasted the highest number of retweets and favorites per 1,000 fans. Texas A&M University ranked second on Twitter with the highest Impact score and the highest follower growth of the top ten, with 25,515 new followers during the time period measured. The highest Engagement score of the top ten was secured once again by Baylor, which placed third overall, thanks to a content-focused strategy similar to their Facebook channel. Fifth place finisher University of Utah scored the highest Responsiveness and response rate of the top ten. “Engagement may be high across both channels, but the lower Responsiveness scores – particularly on Twitter – showcase a need for these academic institutions to place more emphasis on their response strategies to participate in two-way communication. Followers are turning to these channels for answers regarding topics such as academic needs or campus life, so providing the requested information via social is essential to the promotion of their brand. Overall, an effective response strategy helps build relationships with students, prospects and the community-at-large,” noted Segal. About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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

Trump Wins Social Media Delegates, While Sanders and Clinton Split the Social Media Vote

Engagement Labs Ranks the Top Performing Presidential Candidates on Social Media

TORONTO, Ontario — March 31, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings of the top performing U.S. Presidential candidates on Facebook and Twitter, for the month of March 2016. “The U.S. Presidential race changed significantly following Super Tuesday, which was reflected in the candidates’ performances and follower growth on social media,” stated Bryan Segal, CEO at Engagement Labs. “The Democratic Party saw Hillary Clinton win multiple states against contender Bernie Sanders, while Republican candidate Donald Trump dominated numerous primaries which helped to eliminate candidates Marco Rubio and Ben Carson from the race. The March primaries have forced candidates to turn to social media to engage the American public and garner voter support for upcoming electoral events.” Republican Party On Facebook, the Republican Party saw Trump take a small lead ahead of Ted Cruz, whose Facebook performance spiked in March in correspondence with his emergence as the runner-up for the GOP Party. All Republican candidates scored extremely well with respect to Engagement and Impact, but John Kasich was the most responsive to his followers and fans. However, Trump maintained the largest follower growth on the channel with just more than 1,182,000 new followers in March. Trump also remained the leading GOP candidate on Twitter with much higher Engagement than the other candidates, along with the highest Impact score and the largest follower growth with more than  775,000 followers during the month of March. Trump leveraged the platform by live-tweeting electoral events and voiceing his opinions on various political issues. Cruz followed closely behind with the highest Responsiveness score. “One thing that has remained consistent throughout the election is Trump’s lack of Responsiveness,” said Segal. “ Cruz has the opportunity  to use this to his advantage and increase his response strategies to communicate with voters and drive up his eValue score. From our research, we found voters resonate more with a candidate who is responsive on social media, as effective response strategies can humanize their campaign and develop a deeper connection with the audience.” Democratic Party Leading on Twitter for the Democratic party, Sanders’ growing national recognition continued to reflect online scores. On Twitter, Sanders boasted higher Engagement than Clinton, as well as drastically higher retweets, favorites and mentions per 1,000 fans. Sanders utilized the channel to encourage followers to vote at the primaries, while also thanking voters following his successes along the campaign trail. Sanders voiced his opinions on hot topics such as income inequality, terrorism and racism, generating thousands of likes and retweets. While Clinton ranked higher than Sanders on Facebook for overall eValue score, her fans were not as engaged as Sanders’ fans. Sanders generated the highest Engagement and most likes and shares per 1,000 fans. Sanders’ social media content proved to be much more effective as indicated by the fact that he posted less frequently than Clinton, yet still defeated her in the aforementioned categories. In addition, Sanders gained more Facebook followers in March, adding more than 644,500 new followers while Clinton gained just under 432,500 new followers. Both candidates boast highly active user bases, making Facebook an ideal communication platform to interact with voters and apply excellent response strategies. About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London. To learn more visit www.engagementlabs.com / www.kellerfay.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

JetBlue Airways and Alaska Airlines Take Off on Social Media, while Delta Air Lines and Virgin America are Offline Word of Mouth Jet-Setters

Engagement Labs Ranks the Top U.S. Airlines Based on Social Media Performance and Word of Mouth Conversations

TORONTO, ON – March 24, 2016 – Technology and data company Engagement Labs, released rankings on the top U.S. airlines on social media and through word of mouth (WOM) conversations. The data consists of Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversations from the Keller Fay Group, an Engagement Labs company.

Top 10 U.S. Airlines on Social Media

U.S. Airlines Offline WOM Rankings

“The airline industry as a whole thrives on customer satisfaction and places emphasis on developing trusted relationships with its consumers to ensure that when booking decisions are made, their service remains top of mind. Therefore, it is imperative for the airline industry to utilize its social media channels as a way to directly engage and communicate with consumers to gain their trust,” stated Bryan Segal, CEO at Engagement Labs. “Studying the top U.S. airlines, we saw these airlines are using social media to engage with their followers and address their travel needs by participating in two-way communication.” On Facebook, JetBlue Airways ranked first with the highest overall eValue, as well as the highest Responsiveness and Impact score. Hawaiian Airlines, which ranked second, had the highest Engagement score of the group and had the most likes per 1,000 fans, indicating that the content they are posting is resonating extremely well with its followers. When looking at Twitter, Alaska Airlines ranked first for overall eValue score, but more importantly Engagement Labs found that the airline industry is actively using the channel as a customer service platform by providing its passengers answers to their inquiries with helpful information. For example, Southwest Airlines ranked first for Responsiveness with the highest response rate, while JetBlue Airways ranked second for the subcategory with the fastest response speed average. On Instagram, Frontier Airlines placed first with the highest eValue score of the group and also scored the highest Engagement and most likes per 1,000 fans. Enlisting in user-generated content, the brand posted images of the airline’s planes in flight or landing in scenic locations, tagging the photographer and leveraging hashtags such as #avgeek, #viewfromabove and #instaaviation. “Building relationships with your customers and prospects only works to improve a brand’s performance and reputation. With the fluid nature of what is seen online and real world conversations, it’s more essential than ever for brands to maintain their positive relationships with fans through excellent content, creative, and response strategies,” continued Segal. According to TalkTrack data, Delta Air Lines and Southwest Airlines led with regard to the volume of offline WOM conversation, earning 20 percent and 19 percent, respectively, of the TalkShare (the percentage of conversation an individual brand has relative to WOM for all brands in the category) within the airline industry. Virgin America and JetBlue Airways earned the highest offline WOM sentiment amongst all airlines measured, with Southwest Airlines and Delta Air Lines ranking fourth and fifth. “A multitude of factors, including a positive experience, can ultimately contribute to offline conversations as indicated by the offline success of brands like JetBlue Airways, Virgin America and Alaska Airlines. Online conversation drives offline conversation and vice versa. Thus, by understanding and amplifying both online and offline conversations, not only does one grow conversations and sentiment around their brand, but ultimately a brand can positively impact their sales and bookings too,” noted Segal.   About Engagement Labs Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness. eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal , and London UK To learn more visit www.engagementlabs.com / www.kellerfay.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