Why does “social marketing” work amazingly well? Because humans are “hardwired to be social.” PBS recently aired a special featuring biologist E.O. Wilson: “Of Ants and Men,” which can be viewed in its entirety on the PBS website. The documentary presents the evolutionary science of how and why humans are social creatures. It also provides compelling evidence of why marketing professionals should focus on word-of-mouth and social marketing. While face-to-face conversation may be as old as time, our understanding of the importance of social interaction is new and still emerging. Scientists like Wilson – as well as anthropologists, evolutionary biologists, social psychologists, neuroscientists, epidemiologists, network theorists, and more— are uncovering powerful new evidence of just how connected we are to each other and the degree to which our decisions, large
Engagement Labs Announces Rankings of Top U.S. Financial Institutions Based on Online and Offline Conversations TORONTO, ON – Nov 4, 2014 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings on the top U.S. banking institutions for both online and offline conversations. TD Bank, Regions Bank and PNC Bank show the greatest strength in building engagement with audiences both on social media and through offline word of mouth (WOM) conversations. Total Social combines Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of WOM conversation from the Keller Fay Group, an Engagement Labs company. Top Ten Online Social Rankings of U.S. Banking Institutions – Six Month Comparison Source: Engagement Labs eValue™ 2015 rankings of U.S.
Creative Quality is not Only the Leading Factor in Driving ROI but Also the Lead Factor in Getting Consumers to Talk about a Brand
Engagement Labs ranks TV advertising campaigns that drive brand conversations TORONTO, Ontario – October 27, 2015 – Keller Fay Group, an Engagement Labs (TSXV:EL) company, has partnered with Analytic Partners to gain a deeper understanding of the relationship between consumer word of mouth (WOM) and the quality of brand advertising, to determine the impact it has on sales. The study brings together robust WOM tracking data using Keller Fay’s TalkTrack®, and extensive industry insights from Analytic Partners’ ROI Genome Project. According to an analysis of more than 250 TV campaigns, the study found that when advertising causes conversations and online sharing, it is much more likely to also drive sales, compared to when it does not drive conversation. Additionally, the quality of the creative is more effective at driving consumers
“When it comes to buzz, food reigns supreme,” CNBC’s Katie Little noted last week, after we released our latest word of mouth report on quick service restaurants. McDonald’s leads the fast food list with the most conversation by volume, followed by Taco Bell, Starbucks and Burger King. But when we look at sentiment, it’s Chick-Fil-A that comes out on top, with 84% of positive talk. The chain also showed strong momentum, with a 15% growth in word of mouth. The fast food restaurant with the greatest word of mouth momentum is Domino’s. Read the full CNBC story here.
Scream Queens Continues to Rule Over the Online Conversation, while The Muppets Make an Offline Comeback
Engagement Labs releases ‘Total Social’ rankings measuring performance of online and offline conversations for new fall TV shows TORONTO, ON. – October 22, 2015 – Technology and data company Engagement Labs (TSXV:EL), today released ‘Total Social’ data rankings on the new fall TV show lineup for online and offline conversations. ‘Total Social’ combines Engagement Labs’ proprietary eValue™ social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversation from the Keller Fay Group, an Engagement Labs company. Scream Queens is undefeated with respect to online conversation on Facebook, Twitter and Instagram for the fourth week in a row, while placing a close second to The Muppets for the most offline word of mouth. According to TalkTrack and eValue data, below are the rankings of the new fall TV
Krispy Kreme Doughnuts and Pizza Hut Satisfy the Hunger of Online Fans, While Offline Fans Fill-Up on McDonald’s
Engagement Labs Releases Six-Month ‘Total Social’ Rankings of Online and Offline Conversations for Top U.S. Quick Service Restaurants TORONTO, ON – October 20, 2015 –Technology and data company Engagement Labs (TSX VENTURE: EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings on the top U.S. quick service restaurants (QSR) for both online and offline conversations. ‘Total Social’ combines Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversation from the Keller Fay Group, an Engagement Labs company. Top Ten Quick Service Restaurants – Six-Month Comparison on Facebook and Twitter Source: Engagement Labs eValueTM 2015 rankings of QSR restaurants Top Ten Quick Service Restaurants – Word of Mouth Offline Conversations Source: Keller Fay’s TalkTrack® 2015 ranking QSR restaurants word
Brad Fay will be presenting with Maggie Merklin, senior vice president at Analytics Partners, at the Wharton Future of Advertising Annual Meeting on Wednesday, October 21. The pair will present findings regarding the role of branded word-of-mouth and successful TV advertising campaigns. The focus will be understanding what, if any relationship, exists between the two channels. Newfound research and insights into WOM have demonstrated its influence on consumer sales, resulting in a burgeoning interest in WOM’s capabilities and the need to understand how it works. Established in 2008 as part of the SEI Center for Advanced Studies in Management, the Wharton Future of Advertising Program is the world’s preeminent center bridging leading academics, executives, entrepreneurs, and students for deeper insights, bolder innovation, and broader positive personal, organizational, and societal impact of advertising and marketing.
Photo of Volkswagen Golf: Wikimedia, CC by SA By Mario da Cruz, vice president, Keller Fay Group Volkswagen’s reputation is threatened but other brands have been there and recovered. Toyota’s crisis of 2010 comes to mind as the most relevant comparison. Keller Fay Group’s analysis of Toyota’s crisis reveals strategies for recovery, but VW’s comeback may be more challenging. Millions of Toyota cars were susceptible to sticking gas pedals that allegedly caused some drivers to accelerate out of control into accidents. This led to a massive public relations crisis. At first, Toyota’s executives were slow and clumsy in handling the crisis, but the company rose to the challenge and mostly recovered its reputation in a couple of years. As described in The Face-to-Face Book (Ed Keller & Brad Fay, 2013), Toyota’s recovery benefitted
Corvette, BMW and Tesla Motors Speed into the Fast Lane of Brand Conversations both Online and Offline
Engagement Labs Releases ‘Total Social’ rankings to measure performance of online and offline conversations for the top performing car brands in the U.S. TORONTO, ON. – October, 7 2015 – Technology and data company Engagement Labs(TSXV:EL), creator of eValue Analytics™ and owner of Keller Fay’s TalkTrack®, today released rankings on the Top Automotive brands in the U.S., on social media and through offline, word of mouth conversations. Rankings of the Top Ten Automotive Brands on Facebook and Twitter in the U.S. Source: Engagement Labs eValueTM U.S. 2015 rankings of automotive brands on social media Rankings of the Top Ten Automotive Brands based on offline word of mouth data. Source: Talk Track ® U.S. 2015 rankings of automotive brands word of mouth conversation offline “Today, both word of mouth conversation and social
The fall TV season is well underway, and ABC’s new TV show Quantico is getting a lot of buzz. Keller Fay Group is tracking the offline conversation weekly, and our research also shows gains for NBC’s Blindspot. “We’re seeing pretty healthy levels of talk among both men and women for those shows,” which points toward future success, Keller Fay’s Matt Phillips told USA Today, which has the results exclusively. Fox TV shows Rosewood and Minority Report both lost ground. You can read the full article here.
NEWS & INSIGHTS
Krispy Kreme, LongHorn Steakhouse and Chili’s Grill & Bar Taste Online Success, while Dairy Queen and The Cheesecake Factory Feed Offline ConversationsEngagement Labs Ranks the Top U.S. Quick Servic...
KLM and Ryanair Soar High on Social Media, While Emirates Takes Off for Positive Word of Mouth ConversationsEngagement Labs Announces Rankings of the Top U...
- Considerable attention has been paid lately to ...