EngagementLabs looks at the changing dynamics of consumer conversations online and in real life. See real life examples from major brands.

1. #totalsocial
@kellerfay
@engagementlabs
An Engagement Labs Company
Keller Fay Group
Ed Keller, CEO
Maggie Fosdick, VP
September 13, 2016

2. An Engagement Labs Company
Keller Fay Group
“People influence people. Nothing
influences people more than a
recommendation from a trusted
friend. A trusted referral is the Holy
Grail of Advertising”
– Mark Zuckerberg, Facebook CEO

3. An Engagement Labs Company
Keller Fay Group
Daily WOM impressions
2.1 billion

4. An Engagement Labs Company
Keller Fay Group4

5. An Engagement Labs Company
Keller Fay Group
Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association.
Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
Conversations Drive ROI!
5
The range is
5% - 25%!

6. An Engagement Labs Company
Keller Fay Group
Offline Conversation Drives 2X Sales Impact
Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association.
Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
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7. An Engagement Labs Company
Keller Fay Group
• Many marketers monitor the visible
conversation that’s available in public social
media
• But the offline conversation lurking under
the surface is bigger -- and often very
different!
• To maximize ROI you need to look at both in
tandem
– Looking at one only can lead you to
incorrect decisions.
The Visible Conversation Is Not Enough
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8. An Engagement Labs Company
Keller Fay Group
Today’s Agenda
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URL Meets IRL: Changing Dynamics of Consumer Conversation
Introducing totalsocial
Drilling Deeper Into Brand Dynamics With totalsocial
totalsocial Improves ROI

9. An Engagement Labs Company
Keller Fay Group
URL Meets IRL:
Changing Dynamics of Consumer Conversation
9

10. An Engagement Labs Company
Keller Fay Group
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
Weekly WOM Impressions for Average Top 50 Brand
Offline Online
For Most Brands, Offline WOM Far Outweighs
Social Volume
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11. An Engagement Labs Company
Keller Fay Group
Face to
Face, 77%
On the
Phone
16%
By Email
3%
IM/Text
Message
3%
Social
Media
1%
Other
2%
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
2008 2015
Face to Face
72%
On the
Phone
13%
By Email
3%
IM/Text
Message
6%
Social
Media
3%
Other
2%
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…Even as Online Conversation Has Grown

12. An Engagement Labs Company
Keller Fay Group
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
% of Conversations Referencing Digital Content (Net)
Monthly
0%
5%
10%
15%
20%
25%
30%
Jan-08
Apr-08
Jul-08
Oct-08
Jan-09
Apr-09
Jul-09
Oct-09
Jan-10
Apr-10
Jul-10
Oct-10
Jan-11
Apr-11
Jul-11
Oct-11
Jan-12
Apr-12
Jul-12
Oct-12
Jan-13
Apr-13
Jul-13
Oct-13
Jan-14
Apr-14
Jul-14
Oct-14
Jan-15
Apr-15
Jul-15
11%
25%
Even Bigger Trend:
Talking Offline About What People See Online
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13. An Engagement Labs Company
Keller Fay Group13
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
% of Conversations Referencing Digital Channels (Detail)
n/a
1.3%
1.6%
2.1%
3.5%
4.4%
Mobile Ad Or App
Social Media
Consumer Reviews
Other Website
Internet Ad
Brand Website
2008 2015
2.4%
4.0%
4.6%
5.2%
5.4%
6.3%
Mobile Ad Or App
Consumer Reviews
Other Website
Internet Ad
Social Media
Brand Website
All Digital Channels Rising, Especially Social

14. An Engagement Labs Company
Keller Fay Group
It’s Time to Rethink Social Influence
• People move
fluidly between
offline and online
• To maximize
marketing ROI,
brands should too
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15. An Engagement Labs Company
Keller Fay Group

16. An Engagement Labs Company
Keller Fay Group
Brand A
Brand B
Brand C
Brand D
Brand E
Online totalsocial
Brand A
Brand B
Brand C
Brand D
Brand E
Offline totalsocial
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• Implication: Find better ways to engage or incentivize online influencers – potential to glean
competitive insights from Brand D and E who lead the competitive set on Online Influence
Financial Brand “A” Has an Exceptionally High Offline
Influence Score, But a Very Low Online Influence Score
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SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
PRELIMINARY DATA

17. An Engagement Labs Company
Keller Fay Group17
• Online scores are stronger than offline for
Brand B, but trending closer together over time
• Largest discrepancy between online and offline
Influence scores
 Opportunity: Incentivize offline
Influencers to talk more to close the gap
with online and boost overall
TotalSocial score
 Offline influence/advocacy tends to be
driven more by emotional sharing than
social currency
Conversely, QSR Brand “B” Successfully Activates
Online Influencers, But Struggles Offline
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SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
PRELIMINARY DATA

18. An Engagement Labs Company
Keller Fay Group
totalsocial
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• Brand has been successful in driving
people to reference their media and
marketing during offline conversations,
but it still struggles to create shareable
content online
• Suggests the need to develop a new social
content strategy
This Retailer Has Strong Volume & Influence Scores
Online, But Brand Sharing Falls Well Below Offline
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SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
PRELIMINARY DATA

19. An Engagement Labs Company
Keller Fay Group
Offline WoM
totalsocialTM
. The only way to measure offline + online
conversation in a single scoring system
Online Social
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Fueled by the world’s only 10-year database of offline WOM
for over 500 leading brands

20. An Engagement Labs Company
Keller Fay Group
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
Online & Offline Performance Generally DifferScores for 500 leading US brands
OFFLINE SCORE
ONLINESCORE
 Online is rarely an
accurate
representation of
OFFline
 Online and OFFline
performance differ
dramatically for
most brands
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21. An Engagement Labs Company
Keller Fay Group
Automotive
Media &
Entertainment
Financial ServicesDrinks (Alcoholic
& Non-Alcoholic)
The Home
Beauty &
Personal Care
Children’s
Products
Travel Services
Health &
Healthcare
Technology
Shopping, Retail
& Fashion
Household
Products
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Categories Covered (US)
Sports
Food & Dining
Telecom
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22. An Engagement Labs Company
Keller Fay Group
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
totalsocial Performance By Sector
Offline Score
Onlinescore
Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens
Beauty
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23. An Engagement Labs Company
Keller Fay Group
Drilling Deeper into Brand Dynamics
with totalsocial

24. An Engagement Labs Company
Keller Fay Group
Case Study:

25. An Engagement Labs Company
Keller Fay Group
50
47
45
49
41
34
37 38 39
35 35
TotalSocial
Scores Track Business Impact
25
VW is told to recall 482,000 cars
in the US (Sept. 2015)
SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016
PRELIMINARY DATA

26. An Engagement Labs Company
Keller Fay Group
20
30
40
50
60
70
Offline Online
20
30
40
50
60
70
Online
totalsocial Helps Explain Trends…
SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016
PRELIMINARY DATA
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VW is told to recall 482,000 cars
in the US (Sept. 2015)

27. An Engagement Labs Company
Keller Fay Group
0
10
20
30
40
50
60
70
80
90
100
. . .Isolating Causes of Decline
TotalSocial Offline Metrics
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SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016
PRELIMINARY DATA

28. An Engagement Labs Company
Keller Fay Group
Case Study:

29. An Engagement Labs Company
Keller Fay Group
totalsocial Reveals the Levers to Improve Performance
Offline Score
OnlineScore
1. Brand A
2. Brand B
3. .
4. Brand C
5. Brand D
6. Brand E
7. Brand F
8. Brand G
9. Brand H
10. Brand I
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
PRELIMINARY DATA
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Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens

30. An Engagement Labs Company
Keller Fay Group
Offline Score
OnlineScore
0
20
40
60
80
100
VOLUME
SENTIMENT
BRAND
SHARING
INFLUENCE
Offline
Online
Two opportunities for American
Eagle: Engage better with online
influencers and make own social
media more “shareable”
Competitive Intelligence
Explore why Charlotte
Russe scores high with
online influencers?
Why does Nordstrom do
so well on brand
sharing?
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
PRELIMINARY DATA
Moving a WOM Maven Brand to Conversation Commander
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Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens

31. An Engagement Labs Company
Keller Fay Group
Case Study: Cable Network Brands

32. An Engagement Labs Company
Keller Fay Group
Cable Network Case Study
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TotalSocial
Score
59
Brand E Brand B
Source: TOTALSOCIAL™ June 2016
TotalSocial
Score
49
Brand E has a higher online score than offline, whereas competitor Brand B is opposite

33. An Engagement Labs Company
Keller Fay Group
VOLUME SENTIMENT BRAND SHARING INFLUENCE
Offline Online Offline Online Offline Online Offline Online
Brand A 64 58 100 51 40 83 71 65 43
BRAND B 59 41 47 83 69 79 95 47 12
Brand C 54 44 63 51 61 81 49 64 21
Brand D 53 12 55 94 45 79 21 80 37
BRAND E 49 28 66 34 39 88 49 34 57
Brand F 38 12 50 60 39 53 31 35 28
Brand G 38 12 34 42 66 86 31 13 17
Source: TOTALSOCIAL™ June 2016
41
66
83 69
88
95 47
57
59
BRAND E is top of the category with online
influencers, but lags offline
BRAND E Has Better Online Volume and Influence Scores,
But Underperforms Brand B on Most Offline Metrics
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49

34. An Engagement Labs Company
Keller Fay Group
But, people are less apt
to say good things.
To Talk To
To Engage
Guiding BRAND E on Creating a More “Talkable” Story
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BRAND E is a category leader in online Volume and Influence, but falls well behind competitors
for these same metrics offline; in order to improve overall offline performance, BRAND E needs
to learn to recreate online success in the real world
• Increasing offline Volume
– BRAND E lags BRAND B in offline talk among men, despite an audience advantage on this demo
– Consider male-targeted promos, with a focus on placements where men are likely to be co-viewing
with another adult, which drives more than 3x the amount of offline conversation of solo ad exposure
• Driving conversation among offline Influencers
– Digital media is an increasingly important part of OFFlineconversations – in fact, 1 in 4 offline
conversations today contains a reference to digital media
• Drill down to understand the most engaging types of content and most impactful digital channels for driving offline talk
• Target offline influencers with digital marketing via Keller Fay’s programmatic WOM segments
– Event marketing is an impactful tactic in improving offline influence scores, BRAND E should consider

35. An Engagement Labs Company
Keller Fay Group
totalsocial Improves ROI

36. An Engagement Labs Company
Keller Fay Group
The rock is your
marketing plan.
The splash is the amount
of “direct” impact.
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The waves reverberate
your message.
TotalSocial measures
the height, frequency,
quality, and duration of
the waves to quantify
the ”indirect” impact.
Direct + Indirect
= Marketing ROI
Social Influence Drives ROI

37. An Engagement Labs Company
Keller Fay Group
Scorecard
Get TotalSocial scoring + data access online
Diagnostic
Scorecard PLUS more data depth PLUS custom
analysis of opportunities and threats
Predict
DiagnosticsPLUS access to “what if” simulators
to estimate the impact of changes in marketing
Available now.
Available now.
Available Q1’17
totalsocial Product Offerings
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38. An Engagement Labs Company
Keller Fay Group
Closing Thoughts
• Social and WOM are increasingly critical paths to
improved marketing ROI
• TotalSocial is the only way to see the whole picture and
avoid mistakes or wasting time on the wrong strategy
• Concise, comparable metrics help guide performance
improvement
• Knowing precisely how to change your actions helps
efficiently target your resources to the real underlying
issues and opportunities
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39. An Engagement Labs Company
Keller Fay Group
Thank You
ekeller@kellerfay.com
mfosdick@kellerfay.com
#totalsocial
@kellerfay @engagementlabs