The TotalSocial Brand Awards series ranking focuses on everyday influencers, who carry strong sway with consumers.

By The Dealerscope Staff

Retail pharmacy drugstore chain CVS and Crystal Light, the beverage mix, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 other brands to take the first positions of Engagement Labs' TotalSocial® system as part of this year's TotalSocial Brand Awards series.

The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online.

"There are 'everyday influencers,' in people's own social networks who get sought out for advice and recommendations," said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy. "It is important for brands to focus marketing on the "influencer next-door" who is often called upon to tell their close network about great products without being paid and maintain authenticity," said Keller. "Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube."

Read the full Dealerscope article, here.

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