Measure Your Brand Effectiveness, Online

We read with interest, yesterday, a story about pop trio the Jonas Brothers launching a celebrity website providing teen-friendly content to fans. Apparently Group Jonas has teamed with AOL to publish Cambio.com, which is now live. You might want to check out their new web venture -- it's not bad. The HD quality, behind-the-scenes videos of the band in action is outstanding.

Online celebrity branded experiences are all the rage right now, with hundreds of A (and B) listers launching sites, tweeting, building their Facebook fan bases and sponsoring brands such as MTV, Olay, Target and AT&T. We've read that 41% of 2010 Super Bowl ads included either celebrity or pop music endorsements. And a Reuters article titled, "Star power: celebrity endorsements surge at Grammys," claims that 15% of the 2010 Grammy ads featured celebrity endorsements, a 150 percent increase from last year.

Heardable decided to take a look at 15 celebrity brands to see which ones were the most effective online, and why. Here is our list ranked by Heardable Score:

1.   AshleyTisdale.com - 495 out of 1000 points
2.   JustinBieberMusic.com - 412 out of 1000 points
3.   Cambio.com - 408 out of 1000 points
4.   LadyGaga.com - 374 out of 1000 points
5.   JeffGordon.com - 371 out of 1000 points
6.   DavidBeckham.com -  362 out of 1000 points
7.   WilliamShatner.com - 317 out of 1000 points
8.   JKRowling.com - 300 out of 1000 points
9.   KathyGriffin.net - 297 out of 1000 points
10. OchoCinco.com - 288 out of 1000 points
11. DiddyBlog.com - 260 out of 1000 points
12. HollyMadison.com - 257 out of 1000 points
13. GetHatched.com - 252 out of 1000 points
14. DavidBlaine.com - 207 out of 1000 points
15. BretMichaels.com - 156 out of 1000 points

Editor's Note: JonasBrothers.com, the official site of the Jonas Brothers, had a HeardableScore of 227 out of 1000. You can see their brand profile results here.

AshleyTisdale.com is the winner! Ashley and her online marketing team have done a nice job optimizing her online brand. Here are some of our 'under-the-hood' analysis:

- Ashley's brand is extremely sociable, with 3,910,981 Facebook Fans, a YouTube account with 12,855,939 views, and about 1 new Twitter post per day.

- Her brand is pretty good at being measurable, utilizing optimization and web analytics tools such as Google Analytics.

- We detected RSS feeds, video feeds and embedded video on her website, which demonstrates shareable attributes.

- Her website is somewhat actionable, speaking in a customer-friendly voice and making it fairly easy to engage with her brand.

- Ashley's brand team team to understand SEO basics, plus they have 34,128 inbound links to their website and 105,939 pages indexed by Yahoo.

- The one area of major deficiency was portability -- her branded site is not optimized for mobile browsers, nor did we detect the presence of any mobile ad networks.