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How Connected Are The UKs leading auto brands
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How Connected Are The UKs leading auto brands

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Looking at how the UK's leading automotive brands measure up against each other using iCrossing UK's Connected Brand Methodology

Looking at how the UK's leading automotive brands measure up against each other using iCrossing UK's Connected Brand Methodology

More in: Automotive
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  • 1. REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
  • 2. twitter.comwikipedia.orgyahoo.comblogspot.comgoogle.comlive.comAyoutube.com
  • 3. twitter.comwikipedia.orgAyahoo.comblogspot.comgoogle.comlive.comyoutube.comfacebook.com
  • 4. MARK IREMONGERREF: PAUL BUTLER, FACEBOOK INTERN, 2010
  • 5. twitter.comwikipedia.orgyahoo.comblogspot.comgoogle.comlive.comyoutube.comfacebook.comgoogle.co.uk
  • 6. twitter.comwikipedia.orgyahoo.comblogspot.comgoogle.comlive.comyoutube.comfacebook.combbc.co.ukebay.co.ukamazon.co.ukgoogle.co.uk
  • 7. twitter.comwikipedia.orgyahoo.comblogspot.comgoogle.comlive.comyoutube.comfacebook.combbc.co.ukebay.co.ukamazon.co.ukUK AUTO CLUSTERgoogle.co.uk
  • 8. CONNECTED BRANDSEngagedIs there evidence itengagescustomers?VisibleIs it easy tofind?UsefulIs there evidence itmeets customerneeds?UsableIs it easy to getthings done?UK AUTO CLUSTER
  • 9. VISIBLEUSEFUL ENGAGEDCONNECTEDBRANDSUSABLE
  • 10. PIREStrategyLeadUser ExperienceArchitectResearcherMEASURING CONNECTED BRANDSPEOPLE AND DATA
  • 11. VISIBLE USEFUL USABLE ENGAGEDIs it easy to find? Is there evidence it meetscustomer needs?Is it easy to get things done? Is there evidence it engagesit’s customers?1. SEARCH RESULTS•  BRANDNAME & MAINPRODUCT SEARCH RESULT(GOOGLE)•  BRAND PRESENCE/SEARCHRESULTS (FB, TW, YT, WIKI)1.  CHANNEL CO-ORDINATION2.  APROPRIATE USE OFCHANNEL3.  FUNCTIONALITY4.  CONTENT5.  OBSERVABLE ACTIVITY TOSURFACE CONSUMERINSIGHT1.  NAVIGATION2.  SEARCH3.  FORMS4.  TASK FLOW5.  PERFORMANCE6.  PRESENTATION1.  REGULARCOMMUNICATIONS CHOICE2.  FORUMS/COMMUNITIES/SUPPORT2.  KEYWORD RANKING (iCPIRE)3.  PPC/SEO BALANCE(HITWISE)4.  BRAND DOMAIN MOZRANK(SEOMOZ)5.  BRAND WEBSITECATEGORY RANK (HITWISE)6.  DISPLAY VISIBILITY(ADGOOROO)3.  RELATIVE TWITTERFOLLOWERS4.  NUMBER OF BRANDRETWEETS5.  FACEBOOK RATIO.NUMBERFANS: NUMBERTALKING ABOUT (FB)6.  BRAND WEBSITERETURNING VISITORS(HITWISE)7.  RELATIVE BRAND SEARCHVOLUME (GOOGLE)MEASURING CONNECTED BRANDS
  • 12. MEASURING CONNECTED BRANDSSCORE CARDTOTAL WEIGHTINGVISIBLE 85 12 170USEFUL 76 8 114USABLE 45 8 67.5ENGAGED 56 4 56WEIGHTED TOTAL 407.5NORMALISEDSCORE65.2CONNECTEDNESSPROFILE020406080100VISIBLEUSEFULUSABLEENGAGEDCONNECTEDNESSINDEX65
  • 13. REF: SMM/MINTEL050100150200250300CAR MANUFACTURERSBy New Car Registrations 2011
  • 14. REF: SMM/MINTEL050100150200250300CAR MANUFACTURERSBy New Car Registrations 2011
  • 15. MARK IREMONGERREF: ICROSSING AUTO BRAND CONNECTEDNESS RESEARCH FEB 20130102030405060708090VisibleUsefulUsableEngaged
  • 16. 6756675963
  • 17. 0102030405060708090VisibleUsefulUsableEngagedFord Volkswagen
  • 18. MARK IREMONGER0102030405060708090VisibleUsefulUsableEngagedFord Toyota
  • 19. 0102030405060708090VisibleUsefulUsableEngagedNissan Ford
  • 20. MARK IREMONGERtwitter.comwikipedia.orgyahoo.comgoogle.comlive.comyoutube.comfacebook.combbc.co.ukebay.co.ukamazon.co.ukgoogle.co.ukGET BETTER CONNECTEDUK AUTO CLUSTER