Every day in America, there are 2.3 billion brand impressions via Word of Mouth. But you may be surprised to know that 21% of those are from Hispanics, according to Keller Fay Group’s TalkTrack®. What’s more, Hispanic Millennials engage in nearly 20% more brand talk than their non-Hispanic generation-mates. This is especially impressive when you realize that Hispanics only make up 17% of the population. This is a talkative group! How can advertisers and marketers tap into this conversation? Recently, I joined Univision’s executive vice president of Strategy and Insights, Roberto Ruiz, for a discussion about how Hispanics are powering word of mouth and how organizations can encourage more conversation about their brands. One of our noteworthy findings is that Hispanics talk more about advertising overall than non-Hispanics. They’re much
Who’s the Talk of the Hotel Industry? Ritz-Carlton Hotel Company Leads Online Conversation Among Hotel Brands and Hilton Hotel & Resorts Drive the Most Offline Conversations
Engagement Labs and Keller Fay Group Reveals the First Ever “Total Social” Media Performance for Offline and Online Conversations for the Hotel Industry in the U.S. TORONTO, ON–(Marketwired – Aug 13, 2015) – Technology and data company, Engagement Labs (TSX VENTURE: EL), creator of the eValue™ score, today released the first ever “Total Social” data rankings regarding how brands perform socially — on both social networks and offline word-of-mouth conversations. Engagement Labs looked at nine popular hotel chains using “Total Social,” a combination of Engagement Labs proprietary eValue online social media measurement score and Keller Fay’s word of mouth conversation measurement data TalkTrack®. Rankings of Offline Word of Mouth Conversation and eValue score on Facebook and Twitter: “With today’s highly competitive market, it’s imperative for brands to understand where the
Target’s recent announcement that it would remove gender-based signage in its stores generated a storm of discussion. Likewise, Amazon reliably stirs up a constant stream of conversation, no matter if it’s about Prime Day, drones or its Dash button. Both companies are exceedingly good at getting people to talk about them. Earlier this year, S&P Capital IQ and USA Today analyzed the sales of the top retailers. It discovered that just 10 retailers collected more than two-thirds of all the revenue generated by publicly traded retailers in the S&P 1500. This is where it gets interesting. Based on our research, we know that word of mouth is often a leading indicator of sales performance. Thus, we decided to look at how this handful of retailers performed in our TalkTrack® Syndicated
Which Republican presidential candidates were the biggest winners on Facebook and Twitter pre and post last night’s GOP debate? The answer is Donald Trump on Twitter and Marco Rubio on Facebook. Trump managed to hold his top spot on Twitter, while Marco Rubio overtook his Republican competitors and came out number one on Facebook. This is according to e-Value™ from Engagement Labs, the social media analytics company with which Keller Fay recently merged. eValue™ is the global benchmark for social media scoring, leveraging more than 300 conventional social media metrics to provide a single comprehensive and benchmarked score for marketers, advertisers and broadcasters across the globe. To view the full analysis, click here.
The power of word of mouth (WOM) is unmatched in terms of consumer influence in the marketplace. It is proven to be a significant sales driver and amplifier of the effect of paid media. Brands that master the art and science of word of mouth have a significant strategic advantage. There’s one group taking the lead in all WOM conversations, engaging in far more brand talk than average — Hispanics. Join us for Univision’s next Hispanic 411 webinar on August 12 at 2 pm, where Roberto Ruiz, EVP of Strategy and Insights at Univision, and Ed Keller, CEO of the Keller Fay Group and President of Engagement Labs, will share insights and offer practical “how-to’s” for increased WOM engagement. Register Now for this Webinar! Date/Time: August 12, 2 pm-3 pm
It’s the perennial question for marketing professionals: What’s the best use of my budget to get the greatest impact on sales? Everyone wants to be smarter about how they allocate funds in the marketing mix, so it’s interesting to look at how the top U.S. Leading National Advertisers are dividing up their pies. In 2014, these 200 brands continued to invest most heavily in television and cable advertising (a 68.5% share), but they increased the share they spend on digital media, especially search, video, and mobile, according to AdAge. Over the last few years, one of the biggest shifts we’ve seen in our research about consumer word of mouth is the rising role that digital media now play in getting people to talk about brands. Between the second quarter of
The FIFA Women’s World Cup is underway, and it’s capturing the attention of fans across the country. When the U.S. Women’s national team defeated Columbia on Monday, it was the third most-watched telecast ever on FOX Sports 1. We don’t find that surprising (we’ll tell you why in a moment), but Andy Benoit, a writer with Sports Illustrated, wasn’t among the viewers. His tweet last week saying women’s sports weren’t worth watching was deleted promptly, and an apology quickly issued. On Wednesday night, though, Amy Poehler and Seth Meyers reunited to address the comment and discuss women’s sports in an update of their popular Saturday Night Live segment, REALLY? (See video below.) Seth points out (around the 3:40 mark) that 4.7 million people watched the US defeat Columbia, even though
Keller Fay data has often been used to illustrate how digital marketing and media activity can drive offline conversation (& other real-world outcomes). Yet some marketers still struggle to fully understand online/offline interactions, and continue to evaluate the impact of digital advertising entirely via online metrics. A new. groundbreaking, research program by News UK Commercial, called Project Footprint, has shed new light on the true real-world and online impact of digital advertising, The study was conducted by Keller Fay in partnership with Comscore, providing unique, single-source measurement of exposure to digital content and offline behavior (conversation, shopping, etc.). The month-long study closely tracked the online and offline activities of 70 multi-platform subscribers to The Times in November 2014. People who saw ads on The Times were more likely to discuss
CLEVELAND (May 7, 2015) — Word-of-mouth is a massive driver of consumer decision-making, according to the “Water Cooler Report”, a new study released today by WorkPlace Impact, the leader in workplace marketing. Prepared by the Keller Fay Group, an award-winning market research company specializing in word-of-mouth (WOM) marketing and social influence, the report is the first ever to quantify and bring attention to conversations about brands that happen at work, around the proverbial water cooler. READ FULL RELEASE The Water Cooler Impact Final Press Release
Even with the help of Taylor Swift appearing in commercials, Diet Coke no longer reigns as the nation’s No. 2 soda brand. Pepsi has retaken the second slot behind Coca-Cola. Ad Age, citing a recent report by Beverage Digest, says Diet Coke lost 6.6% volume in 2014, which dropped it to third place in terms of market share. This is attributed to consumers flocking less to diet drinks and as a result changing tastes and health concerns, according to the Beverage Digest report. Among the top 10 soda brands, diet brands performed poorly in comparison to regular brands. In addition to Diet Coke’s decline, Diet Pepsi — the seventh leading soft drink brand — lost 5.2% volume, the second biggest decline after Diet Coke. Fanta saw the biggest gain, shooting
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