Alamo Rent A Car and Budget Car Rental Drive Online Conversations While Enterprise Rent-A-Car Accelerates Offline WOM

Published by Engagement Labs on March 17, 2016

Engagement Labs Announces Rankings of the Top U.S. Car Rental Companies Based on Social Media Performance and Word of Mouth Conversations

TORONTO, ON – March 17, 2016 – Technology and data company Engagement Labs, released rankings on the top U.S. car rental companies both 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.

“With car rental companies so heavily reliant on consumer online research and reviews, response strategies are vital for their online success. Social media channels act as a go-to-source for customers to voice their opinions and concerns, thus how these brands respond to these inquiries can be a key factor in driving revenue,” stated Bryan Segal, CEO at Engagement Labs.

On Facebook, Alamo Rent A Car placed first with the highest overall eValue score and  scored the highest Engagement of the group. Alamo Rent A Car posts combined vacation tips from professional tour guides and tips on what to pack, as well as videos from customers who have rented from the company which generated excellent fan engagement. The Hertz Corporation, although placing fourth overall, boasted the highest Impact score, while experiencing the largest fan growth over the time period measured. Overall, the average Responsiveness score for all brands measured was high, demonstrating the importance for the car rental industry to leverage their social media channels as an extension of their customer service and interact with consumers.

On Twitter, Budget Car Rental placed first with the highest overall eValue and Engagement score. Avis Car Rental ranked second with the highest number of mentions per 1,000 fans.

According to Keller Fay Group’s TalkTrack data, Enterprise Rent-A-Car led the offline WOM conversation, earning 41 percent of the TalkShare. Additionally, the company found 32 percent of offline car rental conversations included some type of digital media/marketing reference such as mentions to social media channels and brand websites. Thus, there is fluidity between people’s real world conversations and what they see online, thus car rental companies must focus on the drivers of conversation happening both online and offline.

“As we’re seeing with car rental companies online conversations can drive offline conversations and vice versa,” noted Segal. “The findings in our research indicate that companies must focus on both mediums, online and offline, to continue building the conversation around their brand. By creating a positive customer experience through such factors as excellent response strategies, brands ensure growth of conversation to ultimately amplify sales and bookings.”   

About Engagement Labs

Engagement Labs offers intelligent data, analytics and insights for marketers and organizations enabling them 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 data and actionable insight to help guide business decisions and power marketing effectiveness.

Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 – an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation via TalkTrack ®; independent research finds offline conversation is a significant driver of sales with twice the impact of online conversation.

Engagement Labs maintains offices in Toronto ON, Montreal QC, London UK and New Brunswick NJ.

www.engagementlabs.com / www.kellerfay.com

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Kate Tumino / Kenneth Cousins
KCSA Strategic Communications
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212-896-1252 / 212-896-1254