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
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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

5. we live in networks
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6. Source: Forrester
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7. Source: Forrester
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8. How will brands
behave?
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9. Brands have to live,
not just talk.

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
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11. connectedness

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
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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
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14. the Connected Brands Index
(some actual data)

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
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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
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17. The Connected Brands Index
Interbrand’s Best Global Brands, 2009 Rankings
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18. Connected Brands Index - Results
Connected Brand Index Score
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19. Visible Score
• Average score was 5.47
• Six of 10 scored above 5
• Nokia’s best score
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20. Useful Score
• Average score was 4.85
• Three of 10 scored below
their average score
• Coca-cola’s highest scoring
category
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21. Usable Score
• Average score was 5.92
• Highest scoring category
overall
• Best category score for IBM,
GE, and Toyota
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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
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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
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24. Overall Results
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25. Get the data:
www.icrossing.com/research/
Find me:
- @alavelle
- adam@icrossing.com
- www.adamlavelle.com

26. Switching gears…

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30. facebook

31. 1 million
active users in 2004

32. 400 million
active users in 2010

33. 100 million
mobile users

34. 2x
more active on mobile devices

35. 70%
users are from outside the U.S.

36. 130 fiends
average user has

37. 55 min
average user time spent/per day

38. 60+ million
status updates each day

39. 3.5 million
events created each month

40. 3 billion
photos uploaded each month

41. 5 billion
pieces of content shared each week

42. 80,000 sites
have implemented FB Connect

43. 20+ million
become a fan of pages each day

44. 5.3 billion
total fans

45. twitter

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47. Twitter volume
Month 1,500,000,000
Week 346,420,323
Day 49,488,618
Hour 2,062,026
Minute 34,367
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48. foursquare

49. Brands that have inked deals with Foursquare
• Pepsi
• Tasti D-Lite
• Metro News
• Bravo TV
• HBO
• Warner Bros.
• Zagat
• History Channel
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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
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51. Foursquare volume
Month 5,196,000
Week 1,200,000
Day 171,429
Hour 7,143
Minute 119
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