ING Runner’s Nation Brand Audit and Recommendations


ING Runner’s Nation is a Facebook-based interactive forum for runners everywhere, focused on engaging, educating and exciting runners of all levels. On the group’s Facebook platform, runners from all parts of the world can learn, engage, actively participate in discussions and share their stories about the great sport of running. ING Runner’s Nation is also the title sponsor for marathons that are held every year in New York, Miami and Hartford.  The major channel for sponsoring these events is through popular social media sites such as: Twitter, Facebook, LinkedIn or Youtube. ING currently has four Twitter accounts, seven Facebook pages, one LinkedIn account and  six Youtube channels, this is counting all associations of ING.

The brand’s marketing objective is to build awareness about the program and to connect people with an interest in running, to generate brand growth and build knowledge. Ultimately, ING Runner’s Nation wants its name to be mentioned in online conversations about running and to drive engagement around all ING running events. The target audience is composed of everyday marathon runners aged 25 to 50. Since Runner’s Nations’ focus is to reaching higher volumes of subscribers and increasing the number of people interested in actively contributing to the campaign, we can conclude that  From the brand models Metcalfe’s Law of network effects, Runner’s Nation is not targeting a long tail, or niche audience. The success of INGs Runner’s Nation campaign lies in reaching a large and diverse audience and increasing awareness for the sponsorship program. To achieve this, Runner’s Nation interacts with people that participate in the races because the goal is to get an average of 15,000 to 20,000 users on the social media sites to engage in the campaign. In order to actively interact with these users, Facebook is primarily used because of the social media campaign integrated within it. Facebook is also used to launch online user generated contests, such as the 2011 ING New York Marathon. In order to be considered Featured Runners for the NYC Marathon, registered ING NYC Marathon runners are asked to post videos outlining why they should be chosen, and post in a blog for the four weeks leading up to the event. ING Runner’s Nation Youtube presence would then get integrated back with the Facebook page because users on Facebook have to vote for their favorite candidate. Meanwhile, ING Runner’s Nation brand awareness is also growing on other popular social channels, and they are currently using Twitter to promote everyday conversations among users about running.


Over the last two months, ING Runner’s Nation social media sites’ activity has been monitored. The initial observation was of ING Runner’s Nation marketing strategy, which is done through online social networking channels such as Facebook, Twitter and YouTube. ING Runner’s Nation does not have a main website, but focuses on Facebook and Twitter to communicate with its runners. Therefore, on a hub and spoke model, ING Runner’s Nation Facebook page is the centralized hub, where the most social activity and user interaction takes place. The sponsorship page (, the ING U.S. Facebook, Runner’s Nation Twitter and Youtube pages, Run for Something Better Facebook page, respectively represent spokes that direct the user to the main site of the campaign, which is its key Facebook page.  From the spoke, ING U.S. official site, users be linked to each of the marathon sites: New York City, Miami and Hartford, and then be directed to each specific marathon’s Facebook, Twitter and YouTube page. can also be considered a hub but since ING Runner’s Nation communicates solely through social media sites it is not a main hub. It is considered an important spoke because it links the user directly to the three marathon sites which ING Runner’s Nation Facebook does not do. (See Diagram 1.)

Diagram 1. Hub and Spokes Model

Since the beginning of this monitoring report, the Runner’s Nation Facebook page was very active with likes and daily posts every day of the week, including weekends. During the month of January, the brand’s Facebook page maintained an average of 7,800 likes, and kept progressing until it reached a current number of 9,391 likes, during the month of March. There were occasional instances of no posts for 2-3 days, but this was not considered a signal of concern since it actually gave the users a break from seeing Runner’s Nation on their news feed or emails daily. Moreover, this can also be considered a way to lead more users to reach out to ING Runner’s Nation pages and site. Another general observation was that there was no set schedule of post releases and the posting times varied throughout the day. Followers were consistently very interactive and responsive to all of ING Runner’s Nation posts. On the other hand, links to Twitter, YouTube and were made readily available on their main Facebook page and as a result, this was a great way to push traffic to these other sites. The ‘Explorer Pages’ tab represented another great way to put traffic to other associations of ING Runner’s Nation, but there were no links to any of the marathon pages.

ING Runner’s Nation Twitter has also been very active. There were tweets almost daily, discussing races, sharing stories and asking questions. All tweets included hashtags such as #ingnation, #running, #marathon, that are among the most used hashtags. These can be considered great ways to bring in more followers. Those who searched for any of these hashtags could see ING Runner’s Nation tweets and then could become engaged in the conversations. Despite all the integration that was observed on the brand’s Facebook page, only one link to ING Runner’s Nation Facebook page could be found on its Twitter account.

ING Runner’s Nation YouTube channel seems to be their least used social media site. Currently, there is a total of 58 videos, 57,632 video views and 76 subscribers. The last video uploaded was on February 14 with no continuous pattern of video uploads. The videos are concentrated around the marathon, usually to show footage of the race and the runners. Not all videos are of race coverage, there are also interviews of runners sharing their experience and insights.  The YouTube link on the site is connected to ING US channel. There are a total of six YouTube channels for ING; ING Runner’s Nation, ING Run for Something better, ING US financial services, ACT2Impact, ING Global perspectives and ING investment management. ING Runner’s Nation has more video views and subscribers than all the others combined and there is a link to ING Runner’s Nation Facebook and Twitter pages but not to

Channel Data Analysis

When trying to build awareness with a brand through different social channels, one of the most important aspects to analyze is the presence of blog posts.  Blog posts are just another way of measuring the popularity of a brand by analyzing how many people are talking about a sites/brands content as well as gauging interest in a particular subject. Blog search-engines such as Reddit, Digg, Technorati, and StumbleUpon are just a few good tools to use when searching for blog posts pertaining to a given keyword.

Upon performing a thorough search on, Digg turned out to be the most useful search engine tool in terms of retrieving relevant information.  Digg works just like any other search engine in that the user types in a keyword or several keywords in the ‘search’ box and the page shows the top related blogs.  When the keyword ‘ing runners’ was entered, 147 results were displayed which were mostly specifically tied to the ING Runner’s Nation brand and its corresponding marathons in Hartford, Miami, and New York.  Along with personal interviews, confessionals, and announcements of the winners and participants, there were also suggestions and reviews for a mobile app known as the ING New York Marathon App. (See Image 1.)

Image 1. ING Runner’s Nation NYC Marathon Mobile Application
The free mobile application includes race and course details as well as providing time updates.  There is also a paid version that grants access to live video and gives users the ability to track five runners at a time.


Searching for other keywords, though, did not display too many relevant results.  When searching for ‘nyc marathon’, ‘runners nation’, or any of the other related keywords, there was little to no data displayed that could be linked to ING Runner’s Nation.  This proved to be a setback in the before-mentioned search engines as well.  Technorati, for example, displayed 0 results when searching for both blogs and posts as it relates to any of the Runner’s Nation relevant keywords.

The same happens when using StumbleUpon, another popular blog-search site.  StumbleUpon is unique in that the user can enter a keyword and the site generates a random site or video. Every time the user clicks the ‘Stumble!’ button, new content is displayed.  For the purpose of this research, each of the ING Runner’s Nation relevant keywords were used but the outcome was a very low amount of results. Using the ‘ING Runners’ search, only one YouTube video relating to the ING NYC Marathon was displayed.  All other results were solely related to the sponsoring brand, ING.

To conclude, blogs pertaining to ING Runner’s Nation marathons and runner’s communities do not appear to be easily found through some of the more discrete social channels.  While the brand’s presence is fully optimized in the more popular channels such as Twitter, Facebook, and even YouTube, ING Runner’s Nation capabilities are not being fully utilized to capitalize on the extraordinary blogosphere.

Digital audit of competitors and market

With today’s boom of digital communication in business, organizations are now recognizing this useful marketing channel as an important tool in the marketing mix. In order to develop strategy and allocate resources, business leaders need to understand the effectiveness of their existing digital initiatives. The ING Runner’s Nation marathon brand needs to see the effectiveness of digital communication and the way to evaluate the usefulness of it is by conducting a digital media audit. A digital media audit is basically a study of a brand’s digital presence across six key areas, five of which we will focus on for the purposes of our particular brand management. These five areas are: reach, architecture, content, conversion, and integration.  Not only do organizations perform a digital audit of their own brand, but they do it for their competitors’ brands as well. In this case, a digital audit was not only conducted for the ING Runner’s Nation and the digital presence it has through social media, but it had more emphasis on the competitors of the marathon and how they have a presence in digital media. The focus was on one major particular competitor, Runners World.

For the first component, reach, special tools are used to measure how well a brand is organically ranked on branded and category/industry keywords and phrases across major search engines. When measuring ING Runner’s Nation, a free and useful rank checker, CuteRank, was used to see where the campaign is ranked. Keywords such as “marathon races”, “marathon”, and “races” were attempted to be diagnosed on US top search engines: Google, Yahoo, Bing, and Ask with the rank checker. However, the major issue encountered was that ING Runner’s Nation does not have an official website to run a keyword measurement. Instead, measurements were made on one of Runner’s Nation biggest marathon website,, the marathon in New York City. The keywords, “marathon races” and “races” were not included in the top 100 rank in neither one of the major search engines, with the exception of, which had “marathon races” as number 75. The keyword “marathon” placed the NYC Marathon site at number 92 on Google SERPs and number 14 on Bing. A similar  measurement comparison of ING competitor, Runner’s World, with the same keywords: “marathon races”, “marathon”, and “races”. “Marathon races” gave Runner’s World the number 3 spot in Google SERPs, 55 on Yahoo, 36 on Bing, and number 3 on The keyword “races” placed Runner’s World number 7 on Google, 11 on Yahoo, 13 on Bing, and 8 on Ask. Finally, “marathon” ranked the Runner’s World,  in the 24th position on Google, 14th on Yahoo, 16th on Bing, and 32nd on Ask.

Evaluating the presence of social media sites is a crucial element of the reach component. ING Runner’s Nation has a strong presence in the social media world as observed before with the total number of  Facebook “likes”, the number of people talking about it, the Facebook shares on the YouTube channel link, and the Facebook likes of the YouTube channel link. Also what was observed earlier shows how Runner’s Nation is currently active on Twitter with the number of total tweets and followers ING Runner’s Nation has. Analyzing one of the social media channels, YouTube, there’s clearly a vast difference in the number of active users between Runner’s Nation and its competitor, Runner’s World. Runner’s World TV, which is Runner’s World’s official YouTube channel, has 6,798 subscribers, while Runner’s Nation has 76 subscribers to the channel. Similarly, Runner’s World has 4,917,737 video views over ING Runner’s Nation 57,632 video views. One major distinction is that the Runner’s World channel was launched in October 2007, whereas the ING Runner’s Nation channel was launched exactly two years after their competitor, in October 2009.

Architecture, the second component of the digital audit, describes the channel design, its structure and functionality. With ING Runner’s Nation being the official marathon sponsored by ING bank, surprisingly, there is no official website specifically for ING Runner’s Nation. Instead, being that Runners Nation is divided into three city marathons, for New York, Miami, and Hartford, each city’s marathon has its own website that users have accessibility to. (NYC’s website for the ING marathon) optimizes links to connect to social media sites, specifically to Facebook and Twitter. There is also a link that can lead the user to a page where donations can be made and from there the page can be shared with Facebook, Twitter, email, and even the newcomer, Pinterest. On Runner’s World official website (, users are also able to see direct icons of Facebook and Twitter. What differentiate Runner’s World from the other marathon websites is the many widgets and useful tabs that allow users to obtain any information that relates to running. By using these widgets, users can easily sign up for newsletters via email, join in interactive polls, and even find local races in specific areas anywhere across the nation.

Content, the third component, evaluates how well the content is displayed on a site. As mentioned before, because ING Runner’s Nation does not have an official site, we can only evaluate the content that is shared through social media sites as well as the respective city sponsored websites. An analysis of, displayed the fact that the site has standard text formatting, a rather bland use of pictures, and no video or audio applications to attract a visitor. On the other hand, Hartford’s, and Miami’s, have much better usage of video content and graphics as well as blended images consistent to the marathon and its brand., has a large variety of content to share such as videos, audio interviews, and blogs from other fellow runners. These attributes tie into the fourth component, conversion, which highlights blogs and links to Facebook and Twitter.

The fifth component, highlights the connection between online and offline touch points. What is evaluated is whether you can cross link between one social media channel to another. Runner’s World Facebook page also shares different video posts by Runner’s World and marathon runners. Future events are posted and pictures of past marathons are shared as well. Members of the Facebook fan page can click on the “create a page” tab and share personal blogs from other sites like that relate to running. Runners World Twitter page also shares images and pictures posted by followers. The Twitter page allows followers to connect to the Facebook official page as well.

Overall Results

Overall, ING is living up to its purpose through social media sites. As more users become involved with the brand, ING Runner’s Nation is slowly reaching their goal of 15,000 to 20,000 users. ING is achieving its plan effectively by catering more than just to its races on their sites.  Even though they do have competitor sites where runners link to and engage with, ING Runner’s Nation is engaging with the everyday runner by using keywords and having everyday conversations with their followers on Twitter and with their Facebook friends. Through SEO, ING Runner’s Nation continues to reach their desired results and be able to compare Runner’s Nation to competitor sites and audience engagement.

As we see how ING Runner’s Nation is involved with its audience through their social media sites,, and really give background data on how active ING Runner’s Nation audience is on their websites and social media sites. On, the brand’s main Facebook page has a total of two links, internal and external, and a 48% page authority. This data shows that Runner’s Nation is connecting its social media sites on their Facebook page but capturing just under half of its audience’s attention in search engine searches. On the other hand, ING Runner’s Nation is able to gain a lot more of its audience through their marathon pages. ING NYC marathon page, which is their biggest marathon, has 2,079 links and 79% page authority. More people are liking, sharing, and tweeting about this page than its main running page. ING’s New York Marathon’s website is also able to be found on where it shows that 13.21% of visitors are coming from its Facebook page and 28.05% of visitors from their website go to ING NYC marathon Facebook page afterwards. No information is able to be found on for the sponsorhip site, With search engine traffic and participation being much higher on its marathon pages and sites, ING Runner’s Nation needs to come up with a new way to direct traffic to the main pages and sites.

Keyword searches for brands are key factors in showing how involved users are to a brand compared to its competitor sites. is able to show how actively involved users are on a competitive basis through sites with similar goals to ING Runner’s Nation such as “Runners World” and “New York Road Runners.” With an average search volume of 2,400 for the keyword ing runners, keywords such as “runners world” and “new york runners” have an average search volume of 450,000 and 60,500 respectively. shows the keyword “ing runners” only has a 12% reach with “runners world” and “new york runners” having a 39% and 35% reach, respectively. also shows on average how many times per hour these keywords are mentioned. The keyword “ing runners” has a mention average of every four hours with “runners world” and “new york runners” having a mention average of every five and six minutes. This information suggests that users are more socially active and involved on competitor sites than on Runner’s Nation sites.

SEO impact of the brand’s use of social media

Search Engine Optimization (SEO) is the process of improving the visibility of a website in various search engines. The higher a website ranks in a search engine the more often it appears, increasing the number of times the site is visited. SEO can have a profound impact on how brands function as a whole, but tends to weigh heavily on a brand’s social media marketing approach. Social media marketing usually refers to the programs a company implements in an attempt to gain attention through various social media sites as well as share their content. Marketers who have integrated social media into their strategies have an advantage when it comes to SEO rankings. Both social media marketing and SEO rely heavily on keywords, having a consistent uniform strategy that can lead to great success.

In the case of ING Runner’s Nation, the goal is to build brand awareness primarily by increasing the number of “likes” on Facebook, followers on Twitter, and the overall number of people talking about the brand. Runner’s Nation has a social media presence primarily through its use of Facebook, Twitter, and YouTube, and integrating all of these channels with each other. ING Runner’s Nation recognizes that each channel can impact the effectiveness of another and does a good job making them all accessible through one another.Current and prospective runners can watch YouTube videos on the Runner’s Nation Facebook, click through to Twitter, official sponsorship sites and the marathon Facebook pages.  When using social media, more focus on set keywords can to help raise SEO rankings. Focusing on predetermined terms across all channels could have a huge impact and would help ING Runner’s Nation reach its ultimate goal of increased brand awareness through these channels and have more people talking about INGs brand, sponsorships and services.

When used correctly, SEO can be an amazing tool to help companies reach marketing objectives. Maintaining relevancy amongst search engines should be a big goal for all companies because relevancy, along with popularity, will drive favorable search results.  SEO considers how search engine algorithms work and what people search for. Making sure the website or webpage has unique content that can be easily indexed and located by search robots is a great way to improve ranking.

All optimization methods, however, are not seen in a positive light. Methods known as “Black Hat” SEO which includes methods such as link farms or keyword stuffing tend to make the search experience less enjoyable and the site can be removed if a search engine discovers these tactics being used. SEO can even reach as far as the structure and design of a particular site or page. Restructuring the HTML source code can make the site more search engine friendly. Developers have to work in unison with marketers when creating a site to make sure the strategic goals of the company are aligned. The indexing and crawling process that is used to locate information is a complex one. Search engine bots go through billions of interconnected pieces of data and when a site is found the information is indexed and stored away into files until a query is made. Therefore, when a user enters a keyword or phrase  into a search engine these files are sorted through and SERPs only shows pages deemed relevant. The three major search engines (Google, Yahoo, and Bing) all have different algorithms. Learning tactics of being successful in each search engine makes for a successful approach towards search engine optimization.

There is a number of long-standing benefits of being successful in SEO. The internet is the most popular way of locating information and products in the world today; therefore, improving your search engine ranking is essential in today’s market place. Being successful at SEO is a great way to beat competition in a competitive environment. Consumers rarely sift through the various pages that they get from a search engine query, this makes being at the top even that much more important. As studies have shown, SEO has a direct impact on sales and the amount of money your sight brings in. The more traffic directed to a site the more sales that company can receive. Having a website can also generate increased traffic by allowing other companies to pay for ad space.

On many occasions when a user visits a site and may receive a message asking to approve visual appearance. Having an aesthetically pleasing site will retain those first time visitors who located it through a search engine. SEO is also extremely cost effective when weighed against the benefits. If ING Runner’s Nation can continue its success in social media and couple those efforts with more SEO, the goal of raising awareness for the organization and reaching more runners, will be met with ease.

SWOT Analysis

A SWOT analysis discusses four aspects of a brand: its strengths, weaknesses, opportunities and threats. The focus is on evaluating the brand’s online marketing of their digital presence and it will concentrate on three main dimensions: strengths, weaknesses and threats, since the opportunities are discussed more in depth in the recommendations section of the audit.

ING Runner’s Nation major strength is its effectiveness with representing its brand positioning and staying on target with the brand’s objectives.All content posted on any of the social media sites relates directly to running. The content is not strictly about upcoming marathons but it’s about experiences, history of marathons, getting runner insights on questions and even featuring runners, all while engaging and learning more about Runner’s Nation.. As far as communicating and responding to runner’s post and comments, Runner’s Nation does an excellent job.

ING Runner’s Nation primary weakness is that there are not many offline marketing channels for ING Runner’s Nation to engage with, since social media is INGs primary channel to communicate and interact with participants.  A newsletter or small magazine could be a start to spreading information in a new medium. This can open up new opportunities that could benefit ING and Runner’s Nation. Another weakness is the fact that ING Runner’s Nation does not have any sponsor ads on Google and that there are no PPC ads for Runner’s Nation on Facebook either. The main sponsorship site,, currently has sponsor ads on Google and PPC ads on Facebook. When using the keyword ‘ING’ three sponsor ads are listed in the SERPs. Pay-per-click ads would allow ING Runner’s Nation to choose a target audience and frequency of ad appearance as well as provide analytics for its Facebook page. Ultimately, ING Runner’s Nation most significant weakness is the fact that it does not have its own site.

ING Runner’s Nation encounters few threats since it is a not for profit organization with the sole purpose of connecting runners from everywhere, and providing them with a channel for expressing their interest in running. However, ING Runner’s Nation main threat is its competitor, Runner’s World. Runner’s World already outnumbers Runner’s Nation in Facebook ‘Likes’, Twitter Followers and  Tweets, YouTube subscribers and video views. Since Runner’s World has its own site is it easier to track traffic, click-thurs and gain popular keywords for Google SERPs. Another benefit to having its own site is that a larger amount of active users can engage in on one site. There are several tabs on Runner’s World site that are dedicated to training tips, health advice, videos, news updates, and other useful resources. Runner’s World has everything. With all these tabs and videos, Runner’s World can gain backlinks directing traffic back to the site or social pages. If Runner’s Nation had its own site this would be the start of real competition. Since Runner’s Nation has lasted this long through social media forums the possibilities and opportunities that come with an individual site could dramatically increase participation and traffic. Having an official Runner’s Nation site would also help tie all marathon sites together.

Overall, ING has been very efficient in representing its brand image. However, there have been two instances in which runners posted concerns and no response was given from any ING employee. This can be a significant threat to Runner’s Nation and even ING’s image, if people get the impression that they are being ignored and their concerns are not taken into consideration. The first post was added on March 15 and the other on March 20th. One post was in regards to the prices for entering the NYC marathon, while the other post was from a user who seemed upset about the male to female ratio in the marathons. The price of marathons can be easily negotiated but to solve the gender ratios, women should become a separate target audience and that would have more implications. Even gathering other runners’ opinions about the situation could give ING Runner’s Nation some insight on how to approach and fix this problem.


There were a multitude of different techniques used to analyze ING Runner’s Nation as a brand and their campaign strategy. The data gathered along with the SEO analysis illustrate the fact that ING Runner’s Nation is getting its point across to their audience but still building its campaign. Search engine and keyword analysis for the brand’s site and competitor sites show how effectively Runner’s Nation is using its social media sites. Since there is no relevant information on for ING Runner’s Nation main sites, it’s hard to capture background information from its individual Facebook and Twitter accounts, other than by doing keyword analysis to see how many people are actually talking about the brand. Doing keyword analysis across competitor sites for the brand shows that they have a larger audience than ING Runner’s Nation without even looking at how many subscribers and followers they have. In order for ING to gain the same audience they need to invest more time into the brand so that they can go over and beyond reaching their goal.


Since ING Runner’s Nation is using social media sites to gain user participation and to promote brand awareness, they need to strategize their marketing plan more effectively to get the results they want in a timely manner. Recommendations for ING Runner’s Nation would be to involve themselves more on their social media sites. Competitor sites have more tweets and mentions on their sites than ING Runner’s Nation, and in turn have more followers and subscribers. If Runner’s Nation did the same, they would also have more users engaging with the brand. Moreover, ING Runner’s Nation should also add its marathon pages on its “Explore Our Pages” tab on Facebook. This will allow them to capture users for marathons on both pages since they will be linked together on the main page. Another recommendation for ING is to link its website, on its social media sites. Since these sites are the main sites that are attracting users, ING needs to link users to their main website page so that it would have a higher search engine rank. Having a higher page authority will allow ING Runner’s Nation to have more outlets for users to engage and involve themselves with rather than just on their marathon pages.

In addition, there is one more popular online marketing channel that ING Runner’s Nation doesn’t use and that is blogs. This could be a great opportunity to expand its viewership. With a blog, ING Runner’s Nation could connect with runners’ blogs which can lead to increase backlinks and runner participants and possibly more marathon hosting sites. A blog could be a great device for sharing advice and tips on preparing and recovering from a marathon, on how to train for a marathon and on sharing experiences. It is also one more way to unite runners.

Apart from interacting with runners, another way to give ING Runner’s Nation more personality is the creation and use of a tagline or slogan. This will create an association with the keywords or phrase used with ING Runner’s Nation automatically. Two taglines were discovered, one was located on New York Road Runners site and the other on ING Runner’s Nation Twitter. NYRR has a countdown ticker for the upcoming race with ING’s logo and tagline . On Twitter the tagline is “Anywhere you can run!” To increase brand recognition it would seem more beneficial to choose one tagline and apply it to every ING marathon site, Facebook page, Twitter and YouTube. Miami has its own tagline that scrolls across the top and states: “Run Miami, Run Famous”. It is a great approach to allow each marathon to create its own individuality, but if the “RUN to turn ‘I can’t’ into ‘I did’” tagline was also applied  this will give more  exposure to the brand name since most of the marathon sites and Facebook pages don’t have an obvious association with ING Runner’s Nation.

A final recommendation for the brand would be to think about expanding itsmarathons to other popular cities such as Atlanta or Chicago. Expanding the races could give ING Runner’s Nation and the runners something more to talk about, which will eventually build ING Runner’s Nation brand awareness across the states. Since the main focus is to be a place where people can visit for social talk and engagement about running, it is important for ING Runner’s Nation to take these recommendations into consideration because they might help them capture a larger audience base and top out the competition.



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