Evolution of the Corporate Site Presented by Resource Interactive & The Coca-Cola Company July 30, 2009
<ul><li>Monthly webinar series  </li></ul><ul><li>iCitizen mission :  Take a deep dive into the opportunities and challeng...
speakers <ul><li>Susan Ashley Executive Director of Consumer Goods  </li></ul>Anne Carelli Manager of Digital Communications
agenda <ul><li>Evolution of Corporate Web Presence  </li></ul><ul><li>Corporate Communications Opening Up </li></ul><ul><l...
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...
traditional definition of corporate web site  <ul><li>A site that provides information specifically focused on investor re...
evolution of corporate web sites Investor Focused MID – LATE 1990S <ul><li>A site that provides information specifically f...
– 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 ...
Limited Brands - 2003
evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent ...
– 2003 - 2006
Corporate  & Social Responsibility 2006 – 2009 Recruiting Talent 2002 – 2003 Reputation  and Crisis Management 2003 – 2006...
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 empo...
consumers becoming icitizens “ How many of your assets does a consumer want to access in today’s web-made world? All of th...
O.P.E.N. Dialogue 2009 AND BEYOND O.P.E.N. is not be limited to brands Corporate  & Social Responsibility 2006 – 2009 Recr...
corporate communications becoming O.P.E.N. empowers icitizens  icitizentry The New Investor Brand Portfolio Overview Recru...
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 leadershi...
O.P.E.N. dialogue and engagement <ul><li>Why O.P.E.N.? </li></ul><ul><li>Increase accessibility to the social web  </li></...
O.P.E.N. dialogue and engagement
O.P.E.N. dialogue and engagement <ul><li>Important Considerations </li></ul><ul><li>Despite leadership buy-in, legal and r...
O.P.E.N. dialogue and engagement <ul><li>What’s Next </li></ul><ul><li>Feature user-submitted images on homepage </li></ul...
the future:  communications transparency My Starbucks Idea Change.gov Dell IdeaStorm Lance Armstrong twitter poll
FOUR THINGS YOU CAN DO TODAY
<ul><li>Begin to actively and consistently listen to what icitizens are saying about your organization </li></ul>what you ...
<ul><li>Find out what conversations and issues are most important to icitizens and engage in authentic dialog on those top...
<ul><li>Be prepared to admit your company’s vulnerabilities and mistakes and openly include icitizens in problem solving <...
<ul><li>Help facilitate icitizen communities and networks on an ongoing basis </li></ul>what you can do today 4
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_a...
Upcoming SlideShare
Loading in...5
×

Evolution of the Corporate Site

564

Published on

Published in: Business, Economy & Finance
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
564
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
49
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • This then paved the way for much more robust recruiting efforts online. The medium was perfectly positioned to help reach and catch talent across the US and the globe, and companies started to hone their messages, invest in developing new tools and content for recruiting.
  • Evolution of the Corporate Site

    1. 1. Evolution of the Corporate Site Presented by Resource Interactive & The Coca-Cola Company July 30, 2009
    2. 2. <ul><li>Monthly webinar series </li></ul><ul><li>iCitizen mission : Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the icitizen </li></ul><ul><li>Topics ranging from social media to consumer personas and beyond </li></ul><ul><li>iCitizen Symposium : May, 2010 in Columbus, Ohio </li></ul><ul><li>For more information, visit: www.resource.com/icitizen </li></ul>
    3. 3. speakers <ul><li>Susan Ashley Executive Director of Consumer Goods </li></ul>Anne Carelli Manager of Digital Communications
    4. 4. agenda <ul><li>Evolution of Corporate Web Presence </li></ul><ul><li>Corporate Communications Opening Up </li></ul><ul><li>Trends that Matter </li></ul><ul><li>4 Things You Can Do Today </li></ul><ul><li>Q&A </li></ul>
    5. 5. EVOLUTION OF CORPORATE WEB PRESENCE
    6. 6. Source: Stealingshare.com, 2009 70% of U.S. consumers believe that U.S. companies are falling behind in meeting consumer expectations.
    7. 7. traditional definition of corporate web site <ul><li>A site that provides information specifically focused on investor relations </li></ul><ul><li>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. </li></ul>
    8. 8. evolution of corporate web sites Investor Focused MID – LATE 1990S <ul><li>A site that provides information specifically focused on investor relations </li></ul><ul><li>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. </li></ul>
    9. 9. – 2000 investor focused
    10. 10. evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002
    11. 11. Limited Brands - 2002
    12. 12. evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent 2002 – 2003
    13. 13. Limited Brands - 2003
    14. 14. 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
    15. 15. – 2003 - 2006
    16. 16. 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
    17. 17. Coca-Cola – 2007- 2009
    18. 18. Coca-Cola – 2007- 2009 corporate social responsibility
    19. 19. CORPORATE COMMUNICATIONS OPENING UP
    20. 20. 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.
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. risk of status quo
    25. 25. TRENDS THAT MATTER
    26. 26. TRENDS FUELING ICITIZENRY: Eco Everything FLATPACK DESIGN
    27. 27. TRENDS FUELING ICITIZENRY: Anti-Consumption
    28. 28. TRENDS FUELING ICITIZENRY: Open Innovation
    29. 29. TRENDS FUELING ICITIZENRY: Consumer-Influenced eCommerce
    30. 30. TRENDS FUELING ICITIZENRY: Tuangou Shoppers team up for better deals
    31. 31. TRENDS FUELING ICITIZENRY: Social Media on the Corporate Radar
    32. 32. Source: “The world’s most valuable brands. Who’s most engaged?” ENGAGEMENTdb.com opportunity
    33. 33. 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
    34. 34. O.P.E.N. dialogue and engagement <ul><li>Why O.P.E.N.? </li></ul><ul><li>Increase accessibility to the social web </li></ul><ul><li>Highlight sustainable business practices and community efforts </li></ul><ul><li>Demonstrate continuing relevance and ubiquitous reach in social media </li></ul>
    35. 35. O.P.E.N. dialogue and engagement
    36. 36. O.P.E.N. dialogue and engagement <ul><li>Important Considerations </li></ul><ul><li>Despite leadership buy-in, legal and regulatory not completely comfortable </li></ul><ul><li>Compromises made on some ideas </li></ul><ul><li>Make sure TCCC can update on a moment’s notice </li></ul><ul><li>Approvals and rights over user-generated content </li></ul>
    37. 37. O.P.E.N. dialogue and engagement <ul><li>What’s Next </li></ul><ul><li>Feature user-submitted images on homepage </li></ul><ul><li>Get legal approval of Google Rising Searches gadget </li></ul><ul><li>Moving the landing pages of the site to allow for user generated content </li></ul>
    38. 38. the future: communications transparency My Starbucks Idea Change.gov Dell IdeaStorm Lance Armstrong twitter poll
    39. 39. FOUR THINGS YOU CAN DO TODAY
    40. 40. <ul><li>Begin to actively and consistently listen to what icitizens are saying about your organization </li></ul>what you can do today 1
    41. 41. <ul><li>Find out what conversations and issues are most important to icitizens and engage in authentic dialog on those topics </li></ul>what you can do today 2
    42. 42. <ul><li>Be prepared to admit your company’s vulnerabilities and mistakes and openly include icitizens in problem solving </li></ul>what you can do today 3
    43. 43. <ul><li>Help facilitate icitizen communities and networks on an ongoing basis </li></ul>what you can do today 4
    44. 44. dialogue Let’s talk.
    45. 45. thank you www.resource.com/icitizen GET AN O.P.E.N. ASSESSMENT [email_address] VISIT: www.thecoca-colacompany.com [email_address]
    1. Gostou de algum slide específico?

      Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

    ×