Jet2, Bacardi and Yorkshire Tea are Among the UK’s Social Movers & Shakers
Engagement Labs’ TotalSocial® Rankings Reveal the UK Brands that have the strongest Consumer Conversation Momentum
LONDON, UK (August 3, 2017) - Which UK brands can truly claim to be the talk of the town, those hot properties that seem to be attracting all the hype, and a growing viral presence? Uber, surely, along with a host of other tech-related brands? Maybe some trendy Peckham eaterie?
While hipster brands get plenty of media coverage, on a mass national scale a much broader range of brands have both the strong social momentum and necessary mainstream relevance to be true social champions. In a recent year-over-year analysis of 350 consumer brands, Engagement Labs identified the top ten UK brands that saw the most improvement with respect to the quality and quantity of consumer conversations in 2017 compared with the same period last year.
According to the analysis, these ‘Movers and Shakers’ are not from just one category – in fact, they range from technology and entertainment, to airlines, personal care and drink brands. And, the list includes a number of brands which are decades old. This demonstrates a fundamental finding—no matter the category or age of a brand, with a strong or new product, notable customer service, or talk-worthy marketing campaign, there is always an opportunity to gain momentum and improve how much and the way in which consumers talk about a brand.
The rankings are based on Engagement Labs’ proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth (WOM) conversations. Engagement Labs’ ‘Movers and Shakers’ are brands that had the biggest point increase when comparing their TotalSocial scores from the six months ending June 2017 to the equivalent period in 2016, placing them in the top half of the TotalSocial rankings.
The ‘Movers and Shakers’ list provides a number of examples for marketers as they work to build strategies to generate more positive conversations, both online and offline, and in turn, to increase sales.
“When looking at the data, we found that Jet2 increased its relevance by opening new routes and hubs and backed this with significant investment in digital media which led to increased conversation volumes, and a dramatic uplift in online sentiment and content sharing. The brand team really made the most of its launches and media investments,” said Steve Thomson, UK Managing Director of Engagement Labs. “We’ve seen some airlines take a real caning from consumers in social media, but Jet2 shows that it doesn’t have to be this way – in 2017 they rank among the top 20 of the brands we cover for online sentiment.”
“In contrast, brands such as Bacardi and Yorkshire Tea owe their rise up the rankings to improved offline conversation and buzz,” he continued. “There is no one magic bullet to increase consumer conversations, and these ‘Movers and Shakers’ demonstrate that.”
Lessons Learned: You do not have to market a new, hot technology in order to get consumers talking.
Yorkshire Tea and Robinsons are clear examples that you don’t have to be a ‘sexy’ brand to earn consumer engagement.
Yorkshire Tea is a much-loved brand, and it has enjoyed strong consumer advocacy for many years, punching well above its weight in offline WOM especially. Given this, any improvement over 2016 is impressive, for the brand was doing well enough even then, with more than 75 percent sentiment in offline conversation. But that has risen to more than 80 percent this year, with witty and engaging new content featuring star triathletes the Brownlee brothers. There has also been a steady stream of creative content on Yorkshire Tea’s social feeds, and online brand sharing levels are significantly up since 2016. This is a perfect example of how to generate conversation in a very mature category
Lessons Learned: Conversation is ‘always on’
The run up to Christmas is key for VTech, but Engagement Labs’ analysis shows that categories such as kids’ toys are talked about all year, and November and December account for only 25 percent of brand buzz during the year. Hence an upturn in offline and online conversation since January can benefit VTech.
The brand has plenty to say, with lots of new products. Unlike many Apple or Samsung products, few consumers will assume everyone is familiar with VTech, so there are plenty of opportunities for discovery – and lots of parents and grandparents looking for advice and inspiration. VTech has benefitted this year from stronger engagement with online and offline influencers – the very people that others turn to for advice.
Lessons Learned: Sport is social.
Sure appears to have gained social traction in 2017, which in part is due to the brand’s partnership with various Premier teams and players. This resulted in improvement in sharing of brand content (in both online and offline conversation channels). Engagement Labs’ work with key UK sports media organisations consistently shows that sports audiences and fans have strong social profiles, talking vigorously about all kinds of brands and products, not just last night’s match.
Where is Uber?
Uber doesn’t make Engagement Labs’ list, for a number of reasons. Of course the brand enjoys mixed sentiment in social media, and its controversial profile possibly makes some Uber fans cautious about declaring their love publicly. But, the brand’s main issue is its limited relevance – many people live in places not served by Uber, or simply don’t take taxis very often. This limits offline conversation, which tends to be triggered by brand experience or an actual need, and less by a desire to join a debate about working practices or other social issues. TotalSocial tracks conversations among people across the UK and from all walks of life and Uber has some way to go before it is part of mainstream conversation.
To learn more about Engagement Labs or its TotalSocial insights, and how to increase your brand’s word of mouth in real life and online, reach out at: firstname.lastname@example.org.
Learn more about UK brands who command consumer conversations in our e-book, Lessons from UK’s Leaders of Social Influence, here.
About Engagement Labs
Engagement Labs (TSXV:EL) is the world’s first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK.
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