In 2000, Malcolm Gladwell popularized the idea of influencers with the publication of The Tipping Point, which introduced the marketing community to “The Law of the Few,” comprised of Connectors, Mavens and Salesmen. “The success of any kind of social epidemic,” Gladwell argued, “is heavily dependent on the involvement of people with a particular and rare set of social gifts.” More recently, in this age of Twitter, Instagram and Facebook, some marketers have begun to focus their influencer efforts on celebrities—people like Kim Kardashian and her tens of millions of followers or fans on Instagram, Twitter and Facebook— whom they believe can influence people through their endorsements, especially via social media. But research proves that everyday people have significant value to marketers. They should be central to any influencer marketing

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

Marketing teams continue to pour resources into social media marketing, but could they be missing opportunities to reach people who buy and recommend their products? While it’s true that online conversations are growing and are an important piece of overall marketing strategy, you might be surprised to learn that offline conversations have a greater influence on consumer purchase decisions. Brad Fay, Chief Research Officer, Engagement Labs, and Chief Operating Officer, Keller Fay Group, recently penned an article for MediaPost, discussing how an integrated marketing strategy will help CMOs and their teams drive more social influence. You can read the full article here.

While Millennial moms are well-known as digital aficionados, it’s also true they talk about brands in person – at play groups and in the workplace. Often, the information they share is gleaned from social media. “Consumers — and I think that the young moms are at the lead edge of this — are in a very fluid life where they blend naturally their real world and their digital worlds,” Ed Keller, CEO of Keller Fay Group and president of Engagement Labs, tells MediaPost in this piece about marketing to Millennial Moms. “The idea that somehow they have to be in one camp or another is out of sync with the way they lead their lives,” he says. What’s the big takeaway for brand marketers? They need to live a blended

Marketers are realizing that getting the most out of influencer marketing takes more than just a paid social post. It’s time to rethink who your best influencers are and how much they’re worth. In this free webinar, Ed Keller, CEO of Keller Fay Group and president of Engagement Labs, and Inga Johnson, Senior Vice President of Brand and Marketing, Experticity, will present new research that quantifies the value of a real life influencer and how they impact what consumers buy — proving that trust and passion trump popularity and reach. Join us for this exclusive, in-depth discussion. Register today. When: Tuesday, May 17, 2016 2:00 PM EST Topics: – Trends driving the change in influencer marketing – New research that shows the value of every day influencers – Common mistakes to watch out for when building

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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

We are pleased to announce the publication of “How to use influencers to drive a word-of-mouth strategy,” which was commissioned and published by Warc as part of its Best Practices White Paper series. When it comes to the conversations that drive your brand’s sales – the back and forth of ideas and information between consumers – the person with the most influence isn’t likely a famous celebrity with a large following on Instagram – it’s your next door neighbor, your work colleague, perhaps even your teenager or your grandmother. Our white paper covers: The Definition of Influencers Research Findings about Influencers How to Use Influencers to Drive a WOM Strategy WOM Strategy Checklist Best Practice Case Studies Download our Warc Best Practice paper “How to use influencers to drive a word-of-mouth strategy” today.

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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

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

Considerable attention has been paid lately to quantifying the role of word of mouth and social media in driving sales.  Is it a critical business driver, or a “nice to have”? From our research, we know that advertising coupled with word-of-mouth is a powerful driver of sales. About one-third of the sales impact is attributable to WOM acting as an “amplifier” to paid media, such as television, with consumers spreading advertised messages. A landmark study commissioned by the Word of Mouth Marketing Association (WOMMA) and conducted by the market mix modelers at Analytic Partners measured the impact of consumer word of mouth in six diverse categories, and found that online and offline consumer conversations and recommendations account for 13% of consumer sales, on average. That represents $6 trillion in annual consumer

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