Screw Brand Equity,
Connected Brands Rule.
or....how i learned to stop hating and love the network




                   ...
we consume a lot of media
we consume a lot of media
we consume a lot of media
we consume a lot of media
we live in networks




© ICROSSING / PROPRIETARY AND CONFIDENTIAL   5
Source: Forrester


   COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   6
Source: Forrester


   COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   7
How will brands
                                                   behave?
© ICROSSING / PROPRIETARY AND CONFIDENTIAL     ...
Brands have to live,
not just talk.
Radio                                                                            Display                                  ...
connectedness
What is connectedness?

        It’s a way of thinking about how brands
        can live in a networked world:

        • ...
Building a connected brand
                                                                  INTERFACES

                 ...
the Connected Brands Index
              (some actual data)
Connected Brands Index




                                                     •   The methodology used by iCrossing
    ...
Connected Brands Index – sample metrics

                                                 Useful                          ...
The Connected Brands Index

                       Interbrand’s Best Global Brands, 2009 Rankings




COPYRIGHT ICROSSING ...
Connected Brands Index - Results
Connected Brand Index Score




                         COPYRIGHT ICROSSING / PROPRIETAR...
Visible Score
                                                     • Average score was 5.47
                              ...
Useful Score
                                                     • Average score was 4.85
                               ...
Usable Score
                                                     • Average score was 5.92
                               ...
Desirable Score
                                                     • Average score was 5.77
                            ...
Engagement Score
                                                     • Average score was 2.11
                           ...
Overall Results




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   24
Get the data:
     www.icrossing.com/research/


Find me:
     - @alavelle
     - adam@icrossing.com
     - www.adamlavell...
Switching gears…
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   27
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   28
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   29
facebook
1 million
active users in 2004
400 million
 active users in 2010
100 million
  mobile users
2x
more active on mobile devices
70%
users are from outside the U.S.
130 fiends
average user has
55 min
average user time spent/per day
60+ million
status updates each day
3.5 million
events created each month
3 billion
photos uploaded each month
5 billion
pieces of content shared each week
80,000 sites
have implemented FB Connect
20+ million
become a fan of pages each day
5.3 billion
   total fans
twitter
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   46
Twitter volume

                                                Month       1,500,000,000
                                ...
foursquare
Brands that have inked deals with Foursquare
       •       Pepsi
       •       Tasti D-Lite
       •       Metro News
  ...
“the real goal for us is to get tourists away from the usual heavily-
            trafficked areas and out into the real h...
Foursquare volume

                                                Month       5,196,000
                                 ...
SXSW "Screw Brand Equity - Connected Brands Rule" Adam Lavelle, iCrossing
SXSW "Screw Brand Equity - Connected Brands Rule" Adam Lavelle, iCrossing
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SXSW "Screw Brand Equity - Connected Brands Rule" Adam Lavelle, iCrossing

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"Screw Brand Equity - Connected Brands Rule" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing, at SXSW on March 16, 2010 in Austin, Texas.

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SXSW "Screw Brand Equity - Connected Brands Rule" Adam Lavelle, iCrossing

  1. 1. Screw Brand Equity, Connected Brands Rule. or....how i learned to stop hating and love the network Adam Lavelle Chief Strategy Officer, iCrossing COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  2. 2. we consume a lot of media we consume a lot of media we consume a lot of media we consume a lot of media
  3. 3. we live in networks © ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  4. 4. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  5. 5. Source: Forrester COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  6. 6. How will brands behave? © ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  7. 7. Brands have to live, not just talk.
  8. 8. Radio Display Mobile eMail SEM SEO ads SMS ads display buying saying Other researching /sharing blogs Landing Website pages (mobile) Digital video Word of mouth updating Point looking for Your status Digital of help with blogs Website out of sale something consuming home other’s OOH opinions TV ads Onsite checking UGC Kiosks in mapping watching something or listening Direct RSS Widgets Gadgets mail Call Gaming PR Print center ads COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  9. 9. connectedness
  10. 10. What is connectedness? It’s a way of thinking about how brands can live in a networked world: • focusing on audiences not targets • engaging in dialogue not shouting • developing trust that lasts COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  11. 11. Building a connected brand INTERFACES INTERACTION WAYFINDING DESIGN BRAND EXPERIENCE CONTENT OFFER FUNCTIONALITY LISTENING DISPLAY OUTREACH SEM COMMUNITY SEO TRANSPARENCY Visible Usable Engaged Useful Desirable ACTIVE AGILE AWARE COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  12. 12. the Connected Brands Index (some actual data)
  13. 13. Connected Brands Index • The methodology used by iCrossing to evaluate brand Connectedness is aligned with the Visible, Useful, Usable, Desirable, and Engaged framework • The methodology evaluates each brand using core metrics defined by iCrossing to evaluate competencies related to Connectedness and each brand is given a score for each of the Connectedness framework elements as well as overall COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  14. 14. Connected Brands Index – sample metrics Useful Engagement (Advocacy) Visibility (Offsite) • Does the landing page(s) provide evidence that • Number of YouTube Friends • Official Flickr Account user goals can be completed? • Number of Tweets about the Brand • Official YouTube Channel • Is essential content available where needed? • # of Shared/Recommended Content • Official Facebook Group • Is essential function available where needed? Links on Reddit.comm • Official Twitter Group • # of Shared/Recommended Content • Company Blog Links on Digg.com Usable • # of Social Bookmarks on Del.ic.ious • Are menu category and subcategory names Visibility (Onsite) clear and mutually exclusive? • # of Unique Visitors Engagement (Actions) • Do menu categories immediately expose or • # of Referring URLs describe their subcategories? • Visits Per Person • Overall Reach • Are content and function classified logically? • Average Stay • # of Inbound Links • PageViews/Visit Desirable • # of Flickr Contacs • Does the site’s content support brand • # of Flick Discussions positioning in a manner that is consistent with • # of Flickr Posted Items other channels? • # of Flickr Photo Search Results • Does the site’s functionality support brand • # of YouTube Subscribers positioning in a manner that is consistent with • # of YouTube Channel Views other channels? • Do the site’s language and tone support brand • # of Facebook Fans/Friends positioning in a manner that is consistent with • # of Facebook Discussions other channels? • # of Official Twitter Acounts • # of Tweets per Day (Average of all Accounts) • # of Twitter Followers / Following COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  15. 15. The Connected Brands Index Interbrand’s Best Global Brands, 2009 Rankings COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  16. 16. Connected Brands Index - Results Connected Brand Index Score COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  17. 17. Visible Score • Average score was 5.47 • Six of 10 scored above 5 • Nokia’s best score COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  18. 18. Useful Score • Average score was 4.85 • Three of 10 scored below their average score • Coca-cola’s highest scoring category COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  19. 19. Usable Score • Average score was 5.92 • Highest scoring category overall • Best category score for IBM, GE, and Toyota COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  20. 20. Desirable Score • Average score was 5.77 • All brands scored higher than their overall score except Nokia • Top category for Google, Disney, Intel, and Microsoft COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  21. 21. Engagement Score • Average score was 2.11 • Lowest scoring category overall • McDonald’s had the lowest Engagement score • Google’s score is more than twice the next competitor COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  22. 22. Overall Results COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  23. 23. Get the data: www.icrossing.com/research/ Find me: - @alavelle - adam@icrossing.com - www.adamlavelle.com
  24. 24. Switching gears…
  25. 25. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  26. 26. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  27. 27. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  28. 28. facebook
  29. 29. 1 million active users in 2004
  30. 30. 400 million active users in 2010
  31. 31. 100 million mobile users
  32. 32. 2x more active on mobile devices
  33. 33. 70% users are from outside the U.S.
  34. 34. 130 fiends average user has
  35. 35. 55 min average user time spent/per day
  36. 36. 60+ million status updates each day
  37. 37. 3.5 million events created each month
  38. 38. 3 billion photos uploaded each month
  39. 39. 5 billion pieces of content shared each week
  40. 40. 80,000 sites have implemented FB Connect
  41. 41. 20+ million become a fan of pages each day
  42. 42. 5.3 billion total fans
  43. 43. twitter
  44. 44. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 46
  45. 45. Twitter volume Month 1,500,000,000 Week 346,420,323 Day 49,488,618 Hour 2,062,026 Minute 34,367 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 47
  46. 46. foursquare
  47. 47. Brands that have inked deals with Foursquare • Pepsi • Tasti D-Lite • Metro News • Bravo TV • HBO • Warner Bros. • Zagat • History Channel COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 49
  48. 48. “the real goal for us is to get tourists away from the usual heavily- trafficked areas and out into the real heart of the city—its diverse neighborhoods. Plus we can analyze data from users on Foursquare to see exactly what badges are most popular, what venues see the most action, and how far travelers are venturing into the city because of it.” - Dorothy Coyle, Director of the Chicago Office of Tourism COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50
  49. 49. Foursquare volume Month 5,196,000 Week 1,200,000 Day 171,429 Hour 7,143 Minute 119 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 51
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