echnology and data company, Engagement Labs (TSX VENTURE: EL), creator of the eValue™ score, today released the first ever "Total Social" data rankings regarding how brands perform socially - on both social networks and offline word-of-mouth conversations.
Engagement Labs looked at nine popular hotel chains using "Total Social," a combination of Engagement Labs proprietary eValue online social media measurement score and Keller Fay's word of mouth conversation measurement data TalkTrack®.
Rankings of Offline Word of Mouth Conversation and eValue score on Facebook and Twitter:
|Keller Fay||eValue Impact Score|
|Ranking||Word of Mouth|
|1||Hilton Hotel & Resorts||The Ritz-Carlton Hotel Company||The Ritz-Carlton Hotel Company|
|2||Marriott International||Best Western International||Hilton Hotels & Resorts|
|3||Best Western International||Marriott International||Marriott Hotels|
|4||Hyatt Hotels||Hilton Hotels & Resorts||W Hotels|
|5||Sheraton Hotels and Resorts||Hyatt Hotels||Best Western International|
|6||The Ritz-Carlton Hotel Company||Sheraton Hotels and Resorts||Hyatt Hotels|
|7||Radisson Hotels||Radisson Hotels||Radisson Hotels|
|8||Ramada||W Hotels||Sheraton Hotels and Resorts|
"With today's highly competitive market, it's imperative for brands to understand where the conversation is taking place and who is talking about them to effectively build content that creates the most impact," said Bryan Segal, CEO of Engagement Labs. "There is a multiplier effect in the measurement of conversations, and as a brand, creating content and an experience that resonates well with fans can allow content to reach multi-channel brand influencers and encourage them to engage in both on and offline conversations."
Based on Engagement Labs' eValue rankings, The Ritz-Carlton Hotel Company took the top spot on both Facebook and Twitter. However, the luxury hotel chain came in sixth place when measuring offline, word of mouth conversations. Therefore, there is an opportunity for The Ritz-Carlton Hotel Company to amplify their brand conversation by creating content that will increase the power of offline conversations to drive greater impact on sales.
Hilton Hotels & Resorts, Marriott International and Best Western International took the top three spots for offline conversations. Although the brands scored relatively high with respect to Impact, there is a massive opportunity to improve their Engagement and Responsiveness scores, which can enable the brands to become leaders in both online and offline conversations.
"In order to maximize effectiveness, understanding the quantity and quality of those conversations too, will lead to an increase in sales," continued Segal.
With the announcement of the acquisition of leading conversation market research firm Keller Fay, Engagement Labs has combined the power of their proprietary eValue social media measurement score with Keller Fay's offline conversation measurement data. Companies are now able to gain insights on their brand though Total Social Media Measurement of both online and offline conversations.