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Editor's Notes

1. Tell your own story – or others will be “Growing an online presence is important but let’s get real about influence. Presence doesn’t equal influence. Presence can be measure in social media followings. Influence can’t.” - Martha Giffen, ‎Social Media Marketing Consultant, & Strategist
2. Average number of weekly conversations about product categories per audience member (print + digital audience, across all product categories). Guardian = 15.6 Times = 15.4 Telegraph = 13.6 Evening Standard = 14.8 Indy = 13.9 YouTube = 13.7 Twitter = 13.7 Facebook = 11.7 ITV = 11.5 Channel 4 = 12.2
3. Identify pillars of influence by exploring the relationship between the 12 statements Weight the pillar scores to reflect their importance in determining influence Calculate the CIS score for each brand by applying the weights to each pillar score, adding them together and multiplying by 100 Commercial I personally use / purchase / support them I choose them above all other similar brands I would consider myself loyal to them They influence what I buy / use   Societal They inspire me They change society for the better They change the way I think about their field / industry   Audience Inward They have advertising that interests me I pay attention to what they have to say   Audience Outward I often recommend them to others People often ask me for my opinion about them   NB: The statement ‘They improve my life’ was discarded because it showed no significant relationship to any other statement.
4. The top ten all perform most strongly on the Commercial pillar, with the exception of the two charities which are boosted by their societal, impact.
5. American made brands, dominated by tech and retail, Apple is a lot stronger here than in the UK