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
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How Connected Are The UKs leading auto brands
- 1. REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
- 4. MARK IREMONGER REF: PAUL BUTLER, FACEBOOK INTERN, 2010
- 8. CONNECTED BRANDS Engaged Is there evidence it engages customers? Visible Is it easy to find? Useful Is there evidence it meets customer needs? Usable Is it easy to get things done? UK AUTO CLUSTER
- 10. PIRE Strategy Lead User Experience Architect Researcher MEASURING CONNECTED BRANDS PEOPLE AND DATA
- 11. VISIBLE USEFUL USABLE ENGAGED Is it easy to find? Is there evidence it meets customer needs? Is it easy to get things done? Is there evidence it engages it’s customers? 1. SEARCH RESULTS • BRANDNAME & MAIN PRODUCT SEARCH RESULT (GOOGLE) • BRAND PRESENCE/SEARCH RESULTS (FB, TW, YT, WIKI) 1. CHANNEL CO-ORDINATION 2. APROPRIATE USE OF CHANNEL 3. FUNCTIONALITY 4. CONTENT 5. OBSERVABLE ACTIVITY TO SURFACE CONSUMER INSIGHT 1. NAVIGATION 2. SEARCH 3. FORMS 4. TASK FLOW 5. PERFORMANCE 6. PRESENTATION 1. REGULAR COMMUNICATIONS CHOICE 2. FORUMS/COMMUNITIES/ SUPPORT 2. KEYWORD RANKING (iC PIRE) 3. PPC/SEO BALANCE (HITWISE) 4. BRAND DOMAIN MOZRANK (SEOMOZ) 5. BRAND WEBSITE CATEGORY RANK (HITWISE) 6. DISPLAY VISIBILITY (ADGOOROO) 3. RELATIVE TWITTER FOLLOWERS 4. NUMBER OF BRAND RETWEETS 5. FACEBOOK RATIO. NUMBERFANS: NUMBER TALKING ABOUT (FB) 6. BRAND WEBSITE RETURNING VISITORS (HITWISE) 7. RELATIVE BRAND SEARCH VOLUME (GOOGLE) MEASURING CONNECTED BRANDS
- 12. MEASURING CONNECTED BRANDS SCORE CARD TOTAL WEIGHTING VISIBLE 85 12 170 USEFUL 76 8 114 USABLE 45 8 67.5 ENGAGED 56 4 56 WEIGHTED TOTAL 407.5 NORMALISED SCORE 65.2 CONNECTEDNESS PROFILE 0 20 40 60 80 100 VISIBLE USEFUL USABLE ENGAGED CONNECTEDNESS INDEX 65
- 13. REF: SMM/MINTEL 0 50 100 150 200 250 300 CAR MANUFACTURERS By New Car Registrations 2011
- 14. REF: SMM/MINTEL 0 50 100 150 200 250 300 CAR MANUFACTURERS By New Car Registrations 2011
- 15. MARK IREMONGER REF: ICROSSING AUTO BRAND CONNECTEDNESS RESEARCH FEB 2013 0 10 20 30 40 50 60 70 80 90 Visible Useful Usable Engaged
- 16. 67 56 67 59 63