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

1. REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012

2. wikipedia.org
twitter.com
yahoo.com
A
google.com
youtube.com
live.com
blogspot.com

3. wikipedia.org
twitter.com
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

4. MARK IREMONGER
REF: PAUL BUTLER, FACEBOOK INTERN, 2010

5. wikipedia.org
twitter.com
google.co.uk
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

6. bbc.co.uk
amazon.co.uk
ebay.co.uk
wikipedia.org
twitter.com
google.co.uk
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

7. 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
blogspot.com

8. UK TRAVEL CLUSTER
CONNECTED BRANDS
Visible
Useful
Usable
Engaged
Is it easy to Is there evidence Is it easy to get Is there evidence
find?
it meets customer things done?
it engages
needs?
customers?

9. PEOPLE AND DATA
PIRE
Strategy
User Experience
Researcher
Lead
Architect
MEASURING CONNECTED BRANDS

10. Edited Content.
If you’d like to find out more about
how we measure connected brands
please contact us.
MEASURING CONNECTED BRANDS

11. SCORE CARD
CONNECTEDNESS
CONNECTEDNESS
INDEX
PROFILE
65
VISIBLE
100
Edited Content.
80
60
40
If 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. 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 2011
REF: CAA/MINTEL; Passengers licensed to top ten = 10.9m

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 2011
REF: CAA/MINTEL; Passengers licensed to top ten = 10.9m

14. Visible
90
80
70
60
50
40
30
Engaged
20
Useful
Usable
MARK IREMONGER
REF: ICROSSING TRAVEL BRAND CONNECTEDNESS NOV 2012

15. Visible
90
80
70
60
50
40
30
Engaged
20
Useful
Usable
MARK IREMONGER
REF: ICROSSING TRAVEL BRAND CONNECTEDNESS NOV 2012

16. 74
69
70
66
57

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
20
Engaged
10
Useful
90
90
80
80
70
70
60
60
50
50
40
40
30
30
20
20
10
10
Usable

18. CONNECTED
VISIBLE
BRAND
USEFUL
ENGAGED
USABLE

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