Presenter: Adam Lavelle – iCrossing
iCrossing examined the top 10 “best global brands” and examined how well these brands connect with consumers in the digital world. They evaluated the brands on visibility, usefulness, usability, desirability, and level of engagement. Each category has a multiple variables, with a total of 65 data points measured. The data points were developed by iCrossing to develop a baseline, and the data used for measurement can be debated. The company did use publicly available data in order to develop a baseline for measurement.
Not surprisingly, the top company was Google scoring a 7.9 (out of 10). Most of the other brands scored significantly lower (most under 5 out of 10), and included Disney, Intel, Microsoft, Coke, IBM, Toyota, GE, Nokia, and McDonalds. When all of the data was scored, all of these brands scored extremely low on engagement scores. It shows an incredible need for brands, even these well known ones, to improve on their methods of communicating and engaging with consumers in social media. When you see that Facebook now has more hits than Google, and users visit the site an average of 55 minutes each day, the time for brands to have conversations with consumers in social media is now.
