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

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

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

Adam LavelleChief Strategy Officer, iCrossing

1) Don welcomes the group (SEE TALKING POINTS)2) Introduces Adam

we consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of mediawe consume a lot of media

© ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

we live in networks

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

Source: Forrester


Source: Forrester

© ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

How will brands behave?

Brands have to live, not just talk.


SEOSEM Displayads SMS Mobile

display

Landingpages

Website

OnsiteUGC

Yourblogs

Website(mobile)

Digitalout ofhome

Kiosks

Gaming

Otherblogs

Wordof

mouth

GadgetsWidgetsRSS

Digitalvideo

eMail

TVads

Radioads

Printads

PR

Pointof

sale

Directmail

OOH

Callcenter

mapping something

checkingin

buying

researching

updatingstatus

saying/sharing

watchingor listening

consuming other’s

opinions

looking for help with

something

connectedness

December 2004, Facebook reaches nearly 1 million active users


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


AWARE

AGILE

ACTIVE

Building a connected brand

Useful DesirableVisible Usable Engaged

SEO

SEM

DISPLAY

CONTENT

FUNCTIONALITY

COMMUNITY

TRANSPARENCY

LISTENING

OUTREACH

BRAND EXPERIENCE

OFFER

WAYFINDING

INTERFACES

INTERACTIONDESIGN

the Connected Brands Index(some actual data)


• 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

Connected Brands Index


Visibility (Offsite)• Official Flickr Account• Official YouTube Channel• Official Facebook Group• Official Twitter Group• Company Blog

Visibility (Onsite)• # of Unique Visitors• # of Referring URLs• Overall Reach• # of Inbound Links

Connected Brands Index – sample metrics

Useful• Does the landing page(s) provide evidence that

user goals can be completed? • Is essential content available where needed? • Is essential function available where needed?

Usable• Are menu category and subcategory names

clear and mutually exclusive? • Do menu categories immediately expose or

describe their subcategories? • Are content and function classified logically?

Desirable• Does the site’s content support brand

positioning in a manner that is consistent with other channels?

• Does the site’s functionality support brand positioning in a manner that is consistent with other channels?

• Do the site’s language and tone support brand positioning in a manner that is consistent with other channels?

Engagement (Advocacy)• Number of YouTube Friends• Number of Tweets about the Brand• # of Shared/Recommended Content

Links on Reddit.comm• # of Shared/Recommended Content

Links on Digg.com• # of Social Bookmarks on Del.ic.ious

Engagement (Actions)• Visits Per Person• Average Stay• PageViews/Visit• # of Flickr Contacs• # of Flick Discussions• # of Flickr Posted Items• # of Flickr Photo Search Results• # of YouTube Subscribers• # of YouTube Channel Views• # of Facebook Fans/Friends• # of Facebook Discussions• # of Official Twitter Acounts• # of Tweets per Day (Average of all

Accounts)• # of Twitter Followers / Following


The Connected Brands Index

Interbrand’s Best Global Brands, 2009 Rankings


Connected Brands Index - ResultsC

onne

cted

Bra

nd In

dex

Sco

re


Visible Score

• Average score was 5.47• Six of 10 scored above 5• Nokia’s best score

The Visible category quantifies the presence a brand has in the digital world.

Visibility metrics include a range of data points related to both the official company presence (.com), as well as the brand’s presence in search engines, social media sites, blogs and other places in the network. We also measured the number of referring URLs, overall reach, and inbound links and total visits to the corporate landing page. As we see below, Google once again leads the others, which is understandable given the reach of Google.com. Six of the 10 scored above a 5, with the average score being 5.47. Visible was the category in which Nokia had their best score.


Useful Score• Average score was 4.85• Three of 10 scored below

their average score• Coca-cola’s highest scoring

category

iCrossing modified and applied the Forrester Research Web Site Review methodology to score each brand’s Website for the Useful, Usable and Desirable categories. For each brand, iCrossing developed a persona of a typical user and a specific goal that user may want to accomplish at the brand’s Web site. For the Useful category, iCrossing analysts looked at how well each site scored against a set of 10 questions including “Does the landing page(s) provide evidence that user goals can be completed?” and “Is essential function available where needed?” All 10 criteria used to judge the Useful category can be found in the methodology section. Useful was the second worst performing category for the brands as a whole, with an average score of 4.85. Three out of the 10 scored below their average scores. Coca-Cola was helped most with their Useful score of 5.85. It was their highest-scoring category.


Usable Score• Average score was 5.92• Highest scoring category

overall• Best category score for IBM,

GE, and Toyota

The Usable category quantifies how well a user can navigate and find relevant content on the site. iCrossing analysts looked at how well each site, from a user perspective, scored against a set of ten questions including “Are content and function classified logically?” All 10 criteria used to judge the Usable category can be found in the methodology section. With the exception of Microsoft, all of the brand’s usable scores exceeded their average total Connected Brand Index scores. It was the highest scoring category for IBM, GE, and Toyota. It was also the highest scoring category overall, with an average score of 5.92 for all brands.


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

The desirable score quantifies how well the Web site reflects brand positioning compared with other channels, the emotional impact of the site, and whether the site gives a user a reason to return. The 12 criteria used to score each site can be found in the Methodology section. Desirable was the second best scoring category overall and the top category for Google, Disney, Intel, and Microsoft. Nokia was the only brand to score below its overall score on Desirable, with a score of 2.92.


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

Engagement metrics were split into two categories of publically-available data points. These categories were Advocacy – used to determine how willing users are to promote the brand – and Actions – a measure of how well the company uses offsite visibility to communicate with consumers. Twenty metrics were measured in total, including numbers of subscribers on social media sites such as Facebook and Youtube, Twitter activity and social bookmarks. Complete Engagement metrics can be found in the Methodology section. Engagement was the poorest performing category for every brand. Even for Google, whose score of 6.53 is more than twice that of the next highest scoring brand, Microsoft. On average, the brands only scored a 2.11 on a scale of 1-10 with McDonald’s having the lowest Engaged score of 0.71.


Overall Results

Get the data: www.icrossing.com/research/

Find me: - @alavelle - [email protected] - www.adamlavelle.com

Switching gears…

facebook

1 millionactive users in 2004

December 2004, Facebook reaches nearly 1 million active users

400 millionactive users in 2010

More than 400 million active users

100 millionmobile users

There are more than 100 million active users currently accessing Facebook through their mobile devices.

2xmore active on mobile devices

People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.

70%users are from outside the U.S.

About 70% of Facebook users are outside the United States

average user has130 fiends

Average user has 130 friends on the site

55 minaverage user time spent/per day

Average user spends more than 55 minutes per day on Facebook

60+ millionstatus updates each day

More than 60 million status updates posted each day

3.5 millionevents created each month

More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

3 billion photos uploaded each month

More than 3 billion photos uploaded to the site each month

5 billionpieces of content shared each week


80,000 siteshave implemented FB Connect


20+ millionbecome a fan of pages each day


5.3 billiontotal fans


twitter


Twitter volume

Month

Week

Day

Hour

Minute

1,500,000,000

346,420,323

49,488,618

2,062,026

34,367

foursquare


Brands that have inked deals with Foursquare

• Pepsi• Tasti D-Lite• Metro News• Bravo TV• HBO• Warner Bros.• Zagat• History Channel


“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


Foursquare volume

Month

Week

Day

Hour

Minute

5,196,000

1,200,000

171,429

7,143

119

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

Technology

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