The document discusses how brands need to adapt to operating in a networked world where people consume media across multiple platforms. It introduces the concept of "connectedness" which refers to focusing on audiences, engaging in dialogue, and developing trust. It then outlines metrics that can be used to measure how connected a brand is through their visibility, usefulness, usability, desirability, and engagement. Specific data is provided on metrics for top brands like Google, Coca-Cola, and others. The document concludes by briefly discussing key stats on how people use social media platforms like Facebook, Twitter, and Foursquare.
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.
3.
4. we consume a lot of media
we consume a lot of media
we consume a lot of media
we consume a lot of media
10. 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
12. 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
13. 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
15. 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
16. 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
17. The Connected Brands Index
Interbrand’s Best Global Brands, 2009 Rankings
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
18. Connected Brands Index - Results
Connected Brand Index Score
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
19. Visible Score
• Average score was 5.47
• Six of 10 scored above 5
• Nokia’s best score
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
20. 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
21. 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
22. 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
23. 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
49. 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
50. “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
51. Foursquare volume
Month 5,196,000
Week 1,200,000
Day 171,429
Hour 7,143
Minute 119
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 51