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Making your Corporate Website Relevant

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From my keynote at Gilbane SF conference.

Use this as a roadmap for corporate website.

Veröffentlicht in: Business, Technologie
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Making your Corporate Website Relevant

  1. Your Corporate Website Can Be Relevant Again Jeremiah Owyang Partner May 19, 2010 1 For Gilbane Content Management Conference Roadmap for the Social Corporate Website
  2. © 2010 Altimeter Group Social will be like air Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009) 2
  3. © 2010 Altimeter Group Corporate websites: Are they relevant? 3
  4. © 2010 Altimeter Group Many brands approach in disparate fashion 4 Social NetworkCorporate Website
  5. © 2010 Altimeter Group Many brands approach in disparate fashion 5 Corporate Website + Social Network
  6. © 2010 Altimeter Group Evolution of the Social Corporate Website Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 © 2010 Altimeter Group
  7. © 2010 Altimeter Group 7 Framework: Evolution of the Social Corporate Website 1. No social integration 2. Link away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  8. © 2010 Altimeter Group 8 Do nothing – No social integration 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  9. © 2010 Altimeter Group 9 1. DO NOTHING – NO SOCIAL INTEGRATION EXAMPLE Corporate website that has no integration with social tools. BENEFIT Cheap. Ignorance is bliss, at least in the short term. CHALLENGE Your corporate website is irrelevant.
  10. © 2010 Altimeter Group Trader Joe’s does not integrate social on its site… 10
  11. © 2010 Altimeter Group … despite die-hard fans and unofficial channels 11
  12. © 2010 Altimeter Group 12 Link directly away without a strategy 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  13. © 2010 Altimeter Group 13 2. LINK DIRECTLY AWAY WITHOUT A STRATEGY EXAMPLE Corporate homepages that have chicklets which say “Follow us on Twitter/Facebook/YouTube” send traffic away. BENEFIT Encourages growth of social channels. CHALLENGE Sends traffic away, without having a strategy.
  14. © 2010 Altimeter Group Zara directs visitors away with Facebook chicklet 14
  15. © 2010 Altimeter Group McDonald’s directs visitors away with a link (TV ads too) 15
  16. © 2010 Altimeter Group But worse, sends a confusing message 16 McDonald’s doesn’t encourage visitors to leave it site for social channels: “You are leaving the McDonald's Corporation web site for a site that is controlled by a third party, not affiliated with McDonald's.”
  17. © 2010 Altimeter Group 17 Link away but encourage sharing 1. No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  18. © 2010 Altimeter Group 18 3. LINK AWAY, BUT ENCOURAGE SHARING WITH A PRE-POPULATED MESSAGE EXAMPLE A chicklet that encourages new Twitter followers to Tweet at their friends “I’m now following X brand” BENEFIT Triggers a social alert as a form of endorsement. CHALLENGE Better than the previous, though it may not have a follow up or call to action.
  19. © 2010 Altimeter Group Hypothetical: DSW customers send pre- loaded tweets about shoes they like 19
  20. © 2010 Altimeter Group Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing 20
  21. © 2010 Altimeter Group 21 Brand integrated in social channels 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  22. © 2010 Altimeter Group 22 4. BRAND EXPERIENCE IS INTEGRATED IN SOCIAL CHANNELS EXAMPLE Extends the brand to social channels, so the corporate experience is mirrored on social channels. BENEFIT Regardless of wherever users go, they are still experiencing the brand. CHALLENGE Social channels sometimes serve better as a conversational area –not for traditional branding campaigns.
  23. © 2010 Altimeter Group Starbucks experience mirrored in social channels 23
  24. © 2010 Altimeter Group Tiffany offers branded social channels… 24 It’s even hard to know if this is Tiffany’s official Twitter page. It’s Facebook and home page is not even linked. It’s even hard to know if this is Tiffany’s official Twitter page. It’s Facebook and home page is not even linked.
  25. © 2010 Altimeter Group …but you wouldn’t know this from their home page 25 There are no links directing visitors to Tiffany’s official social channels – a missed opportunity. There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  26. © 2010 Altimeter Group 26 Aggregate the discussion on corporate site 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  27. © 2010 Altimeter Group 27 5. AGGREGATE THE DISCUSSION ON CORPORATE SITE EXAMPLE Aggregate select conversations from Tweets (like the Skittles homepage), top discussions in communities or blogs. See Disqus and Echo. BENEFIT Centralizes the discussion on your site, making it a resource to first look at. Low cost content. CHALLENGE Lack of control over content posted on corporate site, plus still links off site.
  28. © 2010 Altimeter Group Whole Foods aggregates some of the discussion on site and links away 28 There are no links directing visitors to Tiffany’s official social channels – a missed opportunity. There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  29. © 2010 Altimeter Group 29 Social log-in systems that allow users to stay on site 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  30. © 2010 Altimeter Group 30 6. SOCIAL LOGIN SYSTEMS THAT ALLOW USERS TO STAY ON SITE EXAMPLE Using FB connect, or Twitter connect allow users to use their existing logins to access site. See how JanRain and Gigya* help. BENEFIT May increase sign ups, widening marketing funnel. Chances are that content is more accurate than a sign up form. CHALLENGE May not have access to email addresses, as users pass through using social logins. * Disclosure: An Altimeter Group client.
  31. © 2010 Altimeter Group Customers log in with Facebook Connect on H&R Block’s community 31
  32. © 2010 Altimeter Group 32 Social log in that triggers viral loop 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  33. © 2010 Altimeter Group 33 7. SOCIAL LOGIN SYSTEMS THAT ALLOW USERS TO STAY ON SITE, BUT TRIGGERS VIRAL LOOP EXAMPLE There’s an actual social or interactive experience on the corporate site that triggers them to share with their friends. BENEFIT Users stay on site, interact with brand or peers, yet recruit other members in social networks. CHALLENGE Requires planning, a campaign, and extensive resources.
  34. © 2010 Altimeter Group Pepsi’s Refresh Project asks users to log in with their Facebook… 34
  35. © 2010 Altimeter Group … and share their Refresh votes with friends on Facebook or Twitter 35
  36. © 2010 Altimeter Group Sign into HuffPo with Facebook and share/discuss news with your social graph 36
  37. © 2010 Altimeter Group “Like” merchandise in the Levi’s store via Facebook and share with friends 37
  38. © 2010 Altimeter Group 38 A seamless integration between corporate site and social sites 1. Do nothing – No social integration 2. Link directly away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  39. © 2010 Altimeter Group 39 8. SEAMLESS INTEGRATION BETWEEN CORPORATE SITE AND SOCIAL SITES EXAMPLE Other than URLs there’s no difference between a corporate site and a social site – the experience is seamless. BENEFIT Customers, prospects, and employees mix together, churning on new members and viral activity. CHALLENGE It doesn’t exist, yet.
  40. © 2010 Altimeter Group vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook 40
  41. © 2010 Altimeter Group  Websites are dynamically assembled on the fly based on social profiles.  This could happen in person, or while using Google or Facebook.  As a result, URLs won’t matter, nor will domains/ Instead the web will be sorted around people and contextual situations.  As a result, ads become useful information, and desirable. The Radical Future? 41
  42. © 2010 Altimeter Group 42 A flight path for corporate website evolution 1. No social integration 2. Link away with no strategy 3. Link away but encourage sharing 4. Brand integrated in social channels 5. Aggregate discussion on site 6. Users stay on site with social log-in 7. Social log-in triggers sharing 8. Seamless integration
  43. © 2010 Altimeter Group Be Deliberate. Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772 © 2010 Altimeter Group
  44. © 2010 Altimeter Group 1. Although its a new and experimental medium, brands should plan a roadmap. 2. The future of web experiences will be based around people –not products. 3. Take inventory of all corporate web assets and identify where they are in the framework. 4. Next, identify the desired state, and then build a plan against it. Start small and slow, and be sure to have a strategy. 5. Don’t arbitrarily jump into the to social marketing space without measurable KPIs. Be deliberate in your actions. Use this Road Map for your strategy 44
  45. © 2010 Altimeter Group 45 Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang THANK YOU With assistance from Christine Tran, Researcher
  46. © 2010 Altimeter Group 46 Altimeter Group is a Silicon Valley-based strategy research and consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com. ABOUT US

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