Evolution of the Corporate Site

Evolution of the Corporate Site Presented by Resource Interactive & The Coca-Cola Company July 30, 2009

Monthly webinar series
iCitizen mission : Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the icitizen
Topics ranging from social media to consumer personas and beyond
iCitizen Symposium : May, 2010 in Columbus, Ohio
For more information, visit: www.resource.com/icitizen

speakers
Susan Ashley Executive Director of Consumer Goods
Anne Carelli Manager of Digital Communications

agenda
Evolution of Corporate Web Presence
Corporate Communications Opening Up
Trends that Matter
4 Things You Can Do Today
Q&A

EVOLUTION OF CORPORATE WEB PRESENCE

Source: Stealingshare.com, 2009 70% of U.S. consumers believe that U.S. companies are falling behind in meeting consumer expectations.

traditional definition of corporate web site
A site that provides information specifically focused on investor relations
Corporate sites differ from ecommerce, brand or portal sites in that they provide information to the public about the company rather than transacting business or providing other services.

evolution of corporate web sites Investor Focused MID – LATE 1990S
A site that provides information specifically focused on investor relations
Corporate sites differ from ecommerce, brand or portal sites in that they provide information to the public about the company rather than transacting business or providing other services.

– 2000 investor focused

evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

Limited Brands - 2002

evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent 2002 – 2003

Limited Brands - 2003

evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006

– 2003 - 2006

Corporate & Social Responsibility 2006 – 2009 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006 evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

Coca-Cola – 2007- 2009

Coca-Cola – 2007- 2009 corporate social responsibility

CORPORATE COMMUNICATIONS OPENING UP

consumers to icitizens Consumer has become an insufficient term. Consumers are or will become icitizens, continually empowered by the digital world to become actively involved in brands and companies in a desire to not just consume, but to make a difference and impact the world they live in.

consumers becoming icitizens “ How many of your assets does a consumer want to access in today’s web-made world? All of them. Right now. It’s time to open .” — Tim Armstrong President, NA Advertising and Commerce

O.P.E.N. Dialogue 2009 AND BEYOND O.P.E.N. is not be limited to brands Corporate & Social Responsibility 2006 – 2009 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006 Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

corporate communications becoming O.P.E.N. empowers icitizens icitizentry The New Investor Brand Portfolio Overview Recruiting Talent Reputation & Crisis Management Corporate & Social Responsibility O.P.E.N. Dialogue

risk of status quo

TRENDS THAT MATTER

TRENDS FUELING ICITIZENRY: Eco Everything FLATPACK DESIGN

TRENDS FUELING ICITIZENRY: Anti-Consumption

TRENDS FUELING ICITIZENRY: Open Innovation

TRENDS FUELING ICITIZENRY: Consumer-Influenced eCommerce

TRENDS FUELING ICITIZENRY: Tuangou Shoppers team up for better deals

TRENDS FUELING ICITIZENRY: Social Media on the Corporate Radar

Source: “The world’s most valuable brands. Who’s most engaged?” ENGAGEMENTdb.com opportunity

2009 redesign objective To reinforce the strength and dynamic nature of The Coca-Cola Company’s business through leadership, global reach and breadth of portfolio

O.P.E.N. dialogue and engagement
Why O.P.E.N.?
Increase accessibility to the social web
Highlight sustainable business practices and community efforts
Demonstrate continuing relevance and ubiquitous reach in social media

Important Considerations
Despite leadership buy-in, legal and regulatory not completely comfortable
Compromises made on some ideas
Make sure TCCC can update on a moment’s notice
Approvals and rights over user-generated content

What’s Next
Feature user-submitted images on homepage
Get legal approval of Google Rising Searches gadget
Moving the landing pages of the site to allow for user generated content

the future: communications transparency My Starbucks Idea Change.gov Dell IdeaStorm Lance Armstrong twitter poll

FOUR THINGS YOU CAN DO TODAY

Begin to actively and consistently listen to what icitizens are saying about your organization
what you can do today 1

Find out what conversations and issues are most important to icitizens and engage in authentic dialog on those topics

Be prepared to admit your company’s vulnerabilities and mistakes and openly include icitizens in problem solving

Help facilitate icitizen communities and networks on an ongoing basis

dialogue Let’s talk.

thank you www.resource.com/icitizen GET AN O.P.E.N. ASSESSMENT [email_address] VISIT: www.thecoca-colacompany.com [email_address]

Evolution of the Corporate Site

by Resource Interactive on Jul 30, 2009

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Evolution of the Corporate Site — Presentation Transcript