June 22, 2016 by Wayne Friedman, MediaPost Although brand-related face-to-face conversations have declined somewhat in the face of digital media, word-of-mouth talk is still the dominant form of brand communication among consumers. In 2015, 72% percent of brand-related conversations came in the form of face-to-face talk — down from 77% in 2008, according to word-of-mouth marketing researcher Engagement Labs’ Keller Fay Group. Original article here.

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Our media environment is changing and there’s no denying it. While most brands are separating their marketing efforts for digital and traditional media, we’re seeing a clear blurring of the lines between the digital and offline worlds. The digital world is now dramatically impacting the offline world and if you’re a brand, you need an entirely new and holistic approach that bridges the online and offline divide. Engagement Labs and Keller Fay Group are pleased to announce the publication of our white paper “URL to IRL: How Digital Marketing Drives Conversation, Online and In Real Life.” Discussing all things online and offline conversation, this white paper covers: The impact of digital branded content on offline conversations How offline conversations remained resilient amongst growing digital conversations Where social media fits into

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

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