Word-of-mouth/offline marketing doesn’t always match up with social media/online efforts — and that can be tricky for marketers. Engagement Labs conducted research on some 500 brands going back to mid-2015, calculating scores in each marketing area. For those that have disparate efforts — performing well either on social media or word-of-mouth offline marketing, but not both — it labels those marketers “social misfits.” For example, brands such as Palmolive, Corona and Aveeno, tallied the greatest disparity — some of the highest offline word-of-mouth marketing results but low social media-online scores. BMW posted a high offline 70 number. Read More For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: firstname.lastname@example.org For media inquires contact us at: email@example.com About TotalSocialTM Want a better understanding of the online
What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement Labs
New TotalSocial™ Analysis Profiles Brands that have the Biggest Mismatch Between their Online and Offline Consumer Conversation Performance NEW YORK, NY (December 8, 2016) – According to a new analysis of social media and word of mouth performance of more than 500 U.S. consumer brands by Engagement Labs, Palmolive, Corona, RCA and PayPal are the leading “Social Misfit” brands. Social Misfits are defined as brands that perform very well socially either online or offline, but not both, suggesting ready opportunities for improvement to drive enhanced marketing effectiveness and ROI. The Company’s new report, “Social Misfits: Brands that Have a Split Personalities, in Social Media vs. In Real Life,” which was released today, ranks the top Social Misfits based on its TotalSocial analytics system. TotalSocial provides a measurement of a brand’s
Political operatives aren’t the only ones trying to learn the lessons of Donald Trump’s victory. Marketers are also assessing whether they, too, may be misreading consumer signals, including traditional market research, to tap into what drives the nation’s consumers. According to a recent article about the advertising industry in the New York Times, “when Mr. Trump won the election last week, an industry that prides itself on always knowing what motivates and excites the American public was in a state of shock. Marketers now find themselves asking serious questions about how they study consumers, use data and quantify the value of facts – questions about the fundamental nature of their business.” Edelman CEO Richard Edelman astutely points to the need for brand marketers to tap the power of peer-to-peer communications,
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We often hear that soda is bad for us. Especially regular soft drinks, which are packed with 120+ calories per can. So it is worth pointing out that – as far as consumer conversations are concerned – Pepsi is doing a better job fostering positive online Volume and Brand Sharing than its sister, Diet Pepsi. Engagement Labs took a deep dive into the TotalSocial™ scores of Pepsi and Diet Pepsi to uncover those online and offline attributes that are differentiating the brands. We are zeroing in on these sister brands because their positioning is unique: a recent analysis of our TotalSocial data ranked Pepsi as one of the top three non-alcoholic beverage brands, but Diet Pepsi as one of the bottom two. We were intrigued – so we decided to
Remember diet soda? That fizzy, filling, fake-sweet stuff that made you feel like you could eat whatever you want, because drinking a diet cola is just like deleting all those calories from your cheeseburger-and-fries lunch? (Except not.) Well, don’t panic, because it’s not dead yet—but diet soda’s days may be numbered if current trends continue. A company called Engagement Labs recently employed a tool known as TotalSocial to examine consumer conversations about brands and categories. The company found that while people seem to be talking about regular soft drinks, talk about diet soft drinks is starting to fizzle out. More specifically, Diet Pepsi, Coca Cola Zero and Diet Dr. Pepper are getting considerably less buzz than non-diet counterparts like Coca-Cola, Sprite and Pepsi. What’s behind this? For one thing, artificial
It’s been a year since Chipotle’s E.coli crisis, and the brand continues to be talked about negatively by consumers. We analyzed our TotalSocial consumer conversation data for Chipotle during the past year, examining in-depth the restaurant chain’s performance in the “Sentiment” category. Sentiment is a measurement of how positive the conversation is around a brand, both in online social media and offline face-to-face conversations. According to TotalSocial, Chipotle has not regained positive standing among consumers. Pre-crisis, Chipotle’s Offline Sentiment score was 70, putting the brand among the top quartile on a scale of 0 to 100. As of September, Chipotle was at just 42, well below average. While the brand is gradually coming back on this measure, it still has much to go to regain the sentiment it lost among
Customer service drives lots of word of mouth, by influential people. It can absolutely be very positive, and word of mouth plays a huge role in purchase decisions. Factor this in to your plans to contribute to your business! If your business is driven largely by marketing the question of ‘reach’ matters quite a bit. In a prior blog post we covered how to position the reach of your consumer affairs work. However, there is another factor that should be considered when looking at both how many people you touch through consumer care and how you may be influencing their behavior – the word of mouth effect. The idea that people tell others about things they like or dislike, which then influences their attitudes and behaviors is not a new
“Nothing influences people more than a recommendation from a trusted friend,” Mark Zuckerberg once famously said. “A trusted referral is the Holy Grail of advertising.” Many brands have conducted customer research that confirms word of mouth recommendations are the #1 way people to decide to use their product. As a brand or marketing manager, can you have confidence that consumer conversations drive revenue? Or is the impact of buzz something softer than that, a metric that perhaps demonstrates the brand has consumer relevance but not something that you would want to take to your CMO or CFO? The answer is that word of mouth (WOM) is a hard metric that truly drives revenue. And if you don’t know how it works for your brand and your category, you’re missing out
Remakes of MacGyver, Lethal Weapon and The Exorcist rebounded last week as the new fall TV crop’s most conversation-sparking shows. But two original series — ABC’s Designated Survivor and NBC’s This Is Us — drew the most favorable comments, followed by NBC comedy The Good Place, a distant third. Those are the latest findings in an ongoing study by Engagement Labs’ Keller Fay Group for the week ended Oct. 16, shared exclusively with USA TODAY. The New Jersey researcher is polling viewers about which shows they’re talking about offline, and scraping data from social-media networks to gauge online chatter, with decidedly different results. Read the entire article here. For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us at: firstname.lastname@example.org For media inquires contact us at: email@example.com
Diet Soft Drink Brands Lose Conversational Fizz as Consumers Bubble Over with Talk About Regular Sodas
Engagement Labs Releases TotalSocial™ Scores in Soft Drinks Category, finding Coca-Cola Enjoys Strong Brand Conversations Among Consumers while Diet Pepsi Falls Behind NEW YORK, NY (October 5, 2016) – The passion people used to have for diet soda seems to have gone flat. But, consumers are positively bubbling over to talk about their love of regular soft drink brands; according to a new analysis of consumer conversations inclusive of social media chatter and person-to-person discussions by Engagement Labs™. The company’s new TotalSocial™ tool, which is used to examine the combined online and offline consumer conversations about brands and categories, finds that the talk of many of the most prominent diet soft drink brands is lagging – either on social media, or in real life. At the same time, regular soft
NEWS & INSIGHTS
- Word-of-mouth/offline marketing doesn’t always ...
What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement LabsNew TotalSocial™ Analysis Profiles Brands that ...
- Political operatives aren’t the only ones...