Video Sharing Scorecard

Period to 21-Jan-09

YouTube.com Evaluation:
Key Metrics: 3 Months to 21-Jan-2010
Views by Source (last 3 months) Video Sharing by Week (last 3 months)

Pie chart (above) assigns the proportion of total views of YouTube videos Column chart (above) depicts number of new, relevant videos posted to YouTube
relevant to McKinsey to material originating with McKinsey (grey tones), or (columns), against the total number of views to those videos (peaks). Data presented by
comprising discussion about McKinsey by third parties (red tones) week for a 3 month period

Most Viewed Videos (last 6 months) Top Videos in Natural Search (all time)
“The Second McKinsey/HSBC Business Case
Competition” (rd2; pt1) – 964 views –
25-Aug-09
“The Second McKinsey/HSBC Business Case
Competition” (rd1; pt1) – 824 views –
25-Aug-09
“Diana Farrell, McKinsey & Co: Foreign Direct
Investments Should be Promoted” – 559 views –
24-Aug-09
“The Second McKinsey/HSBC Business Case
Competition” (final rd; pt1) – 427 views –
25-Aug-09
“Offshoring Means New Challenges, Ian Davis CEO
McKinsey & Co” – 413 views –
24-Aug-09
Table (above) lists the videos shared within the last 6 months that have Bar chart (above) depicts the 5 videos returned first in a natural on site search in
accumulated the largest number of views to date. The list is ranked by the YouTube for the search string “McKinsey”, and the number of views for each to date.
number of views, from highest to lowest Search executed on 22-Jan-10

Summary:
Topics:
• Recently-posted YouTube videos cover a range of
topics, although none demonstrate + or -
sentiment
• McKinsey economic models are the most
significant practical matter covered. They are
discussed in 2 videos, from respectively the US (US
midrange abatement curve) and the Republic of
Ireland (Irish greenhouse gas abatement curve)
• The chart above implies that the “third party critique”
category dominates McKinsey!s YouTube footprint for
the last 3 months. This needs to be qualified: the
majority of views in this category (244) are
attributable to a single video, published by a fringe
economic / conspiracy theorist, who has an
established audience via his own channel, but no
credibility towards the mainstream business domain
• Participation of McKinsey employees at speaking
events constitutes all remaining content

YouTube, McKinsey & Company – Jan-2010!

 !"#$%&!'()*#+,!'-&*%-)*$

User Channels: collateral attached to McKinsey-sponsored

education initiatives
• There are no channels explicitly concerned with
McKinsey, either operated by the company itself, or
by third parties Content Summary:
Upload Volumes: McKinsey Report is England Next
• Upload volumes are very low – with 10 new videos Iceland
uploaded in the past 3 months, none of which Jan-22 244 views 5 stars (44 ratings)

originate with McKinsey Fringe economic commentator based in UK discusses

opinion attributed to McKinsey – that the UK risks a
• 7 of these videos (from a total of 10) represent financial crisis of the same scale as Iceland.
“archive clearances” by the hosts of events at which
McKinsey employees spoke (ie comprising
videotaped extracts from the proceedings) Discurs Andrei Caramitru, McKinsey
Romania
Jan-15 41 views Unrated
Views:
Managing Partner of McKinsey Romania addresses
• Viewing figures are extremely low, peaking at less conference of economic students.
than 250 views for a single video over a 3 month
period, and averaging substantially less Green Ray LED Loading Order
Dec-17 72 views Unrated
• Extending study to the last half year, this quarter
shows a marked decline in content views. McKinsey US Midrange Abatement Curve used to
However, the relevance and significance of content support Green Ray (a LED manufacturer) sales pitch.
has seen no real change – in fact, little content
posted within the last 2 years stands to impact Social Media Diplomacy?
McKinsey, for good or ill Nov-29 24 views Unrated

Social media commentator Jay Deragon meditates on

Ratings: concept of “public relations diplomacy”, which he
attributes to a recent McKinsey publication.
• Uploaded videos divide between those “averaging”
the maximum 5 star rating (somewhat less than half
Panel (part 1)
of the total), and those not rated at all. Both data Nov-18 11 views Unrated
points – no rating at all, and an unrealistic “maximum”
McKinsey Global Institute!s Lenny Mendonca joins
average – imply the same thing: that there is
health care reform panel at Committee for Economic
insufficient interest or engagement from viewers Development event. 4 part video, continued below.
to systematically or fairly rate relevant content
Panel (part 2)
Nov-18 3 views Unrated
Comments:
• There is no engagement with McKinsey in Panel (part 3)
Nov-18 2 views Unrated
YouTube comment threads of any relevance,
significance, or interest Panel (part 4)
Nov-18 3 views Unrated

Natural Search:
Brian Motherway: Greenhouse Gas
• “Natural search” simulates the process that a normal
Abatement
YouTube user is likely to follow when searching for Nov-11 62 views Unrated
topic-related videos about a subject of interest
Presentation of McKinsey greenhouse gas abatement
• A natural search for the keyword “McKinsey”, curve for Ireland at event hosted by the IIEA think tank
executed via YouTube!s onboard search engine (Institute of Economic and European Affairs).
returns fundamentally similar results to those
seen in the three-month time horizon covered by Lenny Mendonca, Director, McKinsey
this scorecard. None pose a reputation threat, nor and Company
have noticeable “outlier” characteristics of any type Nov-6 108 views Unrated
Lenny Mendonca accepts award at Committee for
• All results from the “natural search” originate from Economic Development event.
within the last 2 years, and are classified in two
categories: speeches by McKinsey employees, and

YouTube, McKinsey & Company – Jan-2010