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Social Bookmarking Scorecard

Period to 21-Jan-09

Delicious.com Evaluation:
Key Metrics: 3 Months to 21-Jan-2010

Depicts new bookmarks added weekly during period of study, with trend line Depicts all-time “most bookmarked” McKinsey pages as of Jan-21-10

Summary: • Many new McKinsey articles attract at least some


bookmarks, although a small set gather significantly
more than most. Some among these articles continue
Trend: to attract bookmarks long after their original
• The three month period to late January shows a publication. This tendency appears to apply particularly
slight downwards trend in bookmarking of to What Matters in recent times. Of particular note:
McKinsey collateral on delicious.com o Web entrepreneur Joi Ito!s What Matters article about
Creative Commons (originally published in late October
• Q4 encompasses the holiday season, and while a
2009) – bookmarked 54 times to date
substantial peak during Christmas week suggests
that there is not a notable decline in audiences at this o “Building an Innovation Nation”, published on What Matters
time of year, a reduced publication schedule – in March 2009 – bookmarked 191 times to date
whether by McKinsey or interested third parties – o “Using Technology to Improve Workforce Collaboration”,
could be a factor in the decline published on What Matters in late October 2009 –
bookmarked 260 times to date
All-time Bookmarks: • Articles about McKinsey by third parties also feature,
• The 5 most bookmarked McKinsey resources of all although to a markedly lesser extent. For example:
time represent only 3 unique pieces of content – o A feature on McKinsey in the German newspaper Zeit –
fragmentation in the way that the page domains are bookmarked 40 times to date
administered (so they can be linked to via different
• Resources aimed at helping candidates to pass
URLs) means that bookmark totals for the most
through the McKinsey interview process are also
significant pages are diluted
extremely popular, but tend to consist of a small number
• Two of the sources in this list present no surprises – of resources, which accumulate bookmarks over
the McKinsey corporate home page, and the landing protracted periods of time. For example:
page for McKinsey Quarterly – both are of general,
o McKinsey!s, “How to do well in the interview” page –
and lasting appeal to business audiences. The third bookmarked 60 times to date
is more unusual – comprising an article on the
business case for Web 2.0, published in February o Caseinterview.com, an enterprise focused on coaching
2009 by McKinsey Quarterly McKinsey interviews – bookmarked 50 times to date

Recent Bookmarks: Methodology


This report is based on aggregation and analysis of all
• The sources identified in the all-time list continued to bookmarks stored at delicious.com, and tagged "McKinsey!
accumulate through the studied Q4 period, as do the (or other relevant variant). Aggregated search results are
landing pages of more recently-established McKinsey the subject of human analysis to identify volume trends, and
properties, such as the What Matters journal developments over time in the qualitative nature of content.

Delicious Scorecard, McKinsey & Company – Jan-2010!

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