iCrossing UK: Connectedness in UK Travel

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iCrossing UK's Chief Strategy Officer, Mark Iremonger, outlines the importance of brands being Connected with their customers, what a connected brands looks like and iCrossing UK measures connectedness. Travolution, London. November 2012

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iCrossing UK: Connectedness in UK Travel

  1. 1. REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
  2. 2. wikipedia.org twitter.comyahoo.com A google.com youtube.com live.com blogspot.com
  3. 3. wikipedia.org twitter.comyahoo.com facebook.com google.com youtube.com live.com blogspot.com
  4. 4. MARK IREMONGERREF: PAUL BUTLER, FACEBOOK INTERN, 2010
  5. 5. wikipedia.org twitter.com google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
  6. 6. bbc.co.uk amazon.co.uk ebay.co.uk wikipedia.org twitter.com google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
  7. 7. bbc.co.uk amazon.co.uk ebay.co.uk wikipedia.org twitter.com UK TRAVEL CLUSTER google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
  8. 8. UK TRAVEL CLUSTER CONNECTED BRANDSVisible Useful Usable EngagedIs it easy to Is there evidence Is it easy to get Is there evidencefind? it meets customer things done? it engages needs? customers?
  9. 9. PEOPLE AND DATA PIREStrategy User Experience Researcher Lead Architect MEASURING CONNECTED BRANDS
  10. 10. Edited Content. If you’d like to find out more about how we measure connected brands please contact us.MEASURING CONNECTED BRANDS
  11. 11. SCORE CARD CONNECTEDNESS CONNECTEDNESS INDEX PROFILE 65 VISIBLE 100 Edited Content. 80 60 40If you’d like to find out more 20 about ENGAGED 0 USEFUL how we measure connected brands please contact us. USABLE MEASURING CONNECTED BRANDS
  12. 12. 40 36.6 35.6 35 30 25 20 15 10 4.5 3.9 3.9 3.7 5 3.1 3 2.9 2.8 0 TRAVEL COMPANIES By Share of Passengers Licensed To Top Ten Companies December 2011REF: CAA/MINTEL; Passengers licensed to top ten = 10.9m
  13. 13. 40 36.6 35.6 35 30 25 20 15 10 4.5 3.9 3.9 3.7 5 3.1 3 2.9 2.8 0 TRAVEL COMPANIES By Share of Passengers Licensed To Top Ten Companies December 2011REF: CAA/MINTEL; Passengers licensed to top ten = 10.9m
  14. 14. Visible 90 80 70 60 50 40 30 Engaged 20 Useful Usable MARK IREMONGERREF: ICROSSING TRAVEL BRAND CONNECTEDNESS NOV 2012
  15. 15. Visible 90 80 70 60 50 40 30 Engaged 20 Useful Usable MARK IREMONGERREF: ICROSSING TRAVEL BRAND CONNECTEDNESS NOV 2012
  16. 16. 7469 70 66 57
  17. 17. 90 90 80 80 70 70 60 60 50 50 Visible 40 40 90 30 30 20 20 80 10 10 70 60 50 40 30 20Engaged 10 Useful 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 Usable
  18. 18. CONNECTED VISIBLE BRAND USEFUL ENGAGED USABLE
  19. 19. bbc.co.uk amazon.co.uk ebay.co.uk wikipedia.org twitter.com UK TRAVEL CLUSTER google.co.uk yahoo.com facebook.com google.com youtube.com live.com GET BETTER CONNECTED mark.iremonger@icrossing.co.uk @iremonger MARK IREMONGER

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