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.
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
Who has the biggest impact on buying decisions? New Keller Fay research shows that people overwhelmingly trust the recommendations of micro influencers. Micro-influencers are not traditional celebrities, but rather individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy. This new research adds new insight into why these are the people brands should be targeting to spread the word about their products and services, building on the firm’s decade+ expertise into influencer marketing that started with the publication of Ed Keller’s book, The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. In this recently released study for client, Experticity, the
Alamo Rent A Car and Budget Car Rental Drive Online Conversations While Enterprise Rent-A-Car Accelerates Offline WOM
Engagement Labs Announces Rankings of the Top U.S. Car Rental Companies Based on Social Media Performance and Word of Mouth Conversations TORONTO, ON – March 17, 2016 – Technology and data company Engagement Labs, released rankings on the top U.S. car rental companies both 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. “With car rental companies so heavily reliant on consumer online research and reviews, response strategies are vital for their online success. Social media channels act as a go-to-source for customers to voice their opinions and concerns, thus how these brands respond to these inquiries
Engagement Labs Ranks the Top Performing Advertisers and Sponsors of The Big Game on Social Media TORONTO, Ontario — February 8, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released Total SocialTM rankings of the top performing advertisers and sponsors of the Big Game on Facebook, Twitter and Instagram, which took place on February 7, 2016. The opportunity for brand amplification both online and offline has never been bigger than during the Big Game. Conversations online and offline are augmenting each other to drive a bonanza of dialogue – superseding all demographics and standard advertising metrics. It is no surprise to see advertisers and sponsors spending millions of dollars to attach themselves to the event. eValue Rankings of the Top Ten Performing Advertisers on Facebook,
In marketing and advertising, the image typically conjured of an “influencer” is that of a celebrity or person with a large following on social media. But here at Keller Fay Group, we imagine a much different type of influencer. In our experience, an influencer is best defined as “a person who has a greater than average reach or impact through word of mouth in a relevant marketplace.” This means that an influencer does not have to be a celebrity, or even a blogger with a huge platform, though those two types of people certainly have influence. Our research demonstrates that everyday people have a tremendous impact on the decisions consumers make in the marketplace. In fact, they can have a greater influence than a celebrity, the CEO of a company or
Black Friday Shoppers Line-Up Online for Nordstrom and Macy’s, while Costco and Amazon Have Fans Talking Offline
Engagement Labs Announces ‘Total Social’ Rankings of Top U.S. Retailers Based on Social Media and Word of Mouth Performance TORONTO, ON – November 23, 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings on the top U.S. retailers for both social media and 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 U.S. Retailers – Online and Word of Mouth Conversations Source: Engagement Labs eValueTM 2015 rankings of U.S. retailers and Keller Fay’s TalkTrack® 2015 ranking U.S. retailers’ word of mouth conversation. “A retailer’s entire year is often determined in the months leading
The NFL Scores a Touchdown on Social Media, While the NHL Scores a Hat Trick with Offline Conversations
Engagement Labs Ranks Major Professional Sports Leagues for Both Social Media Performance and Offline Word of Mouth Conversations TORONTO, Ontario – November 16, 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings of the major professional sports leagues 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. “Major professional sports leagues have some of the most loyal fans around. With the far-reaching appeal of sports content and the passion from fans, sports leagues have a major opportunity to utilize social media to keep fans engaged both online and offline
Engagement Labs Announces Rankings of Top U.S. Beer Brands Based on Social Media and Word of Mouth Performance TORONTO, ON – November 10, 2015 – Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released its ‘Total Social’ data rankings on the top U.S. beer brands for both social media and 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 U.S. Beer Brands – Online and Word of Mouth Conversations Source: Engagement Labs eValueTM 2015 rankings of U.S. beer brands and Keller Fay’s TalkTrack® 2015 ranking U.S. beer brands’ word of mouth conversation. “Beer has immense appeal to a broad audience,
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
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