Making your Corporate Website Relevant

Your Corporate Website Can Be Relevant Again
Jeremiah Owyang
Partner
May 19, 2010
For Gilbane Content Management Conference
Roadmap for the Social Corporate Website

Social will be like air
Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)

Corporate websites: Are they relevant?

Many brands approach in disparate fashion
Social Network Corporate Website

Many brands approach in disparate fashion
Corporate Website + Social Network

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

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

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.

Trader Joe’s does not integrate social on its site…

… despite die-hard fans and unofficial channels

Link directly away without a strategy

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.

Zara directs visitors away with Facebook chicklet

McDonald’s directs visitors away with a link (TV ads too)

But worse, sends a confusing message
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.”

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

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.

Hypothetical: DSW customers send pre-loaded tweets about shoes they like

Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing

Brand integrated in social channels

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.

Starbucks experience mirrored in social channels

Tiffany offers branded social channels…
It’s even hard to know if this is Tiffany’s official Twitter page. It’s Facebook and home page is not even linked.

… but you wouldn’t know this from their home page
There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.

Aggregate the discussion on corporate site

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.

Whole Foods aggregates some of the discussion on site and links away
There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.

Social log-in systems that allow users to stay on site

* Disclosure: An Altimeter Group client. 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.

Customers log in with Facebook Connect on H&R Block’s community

Social log in that triggers viral loop

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.

Pepsi’s Refresh Project asks users to log in with their Facebook…

… and share their Refresh votes with friends on Facebook or Twitter

Sign into HuffPo with Facebook and share/discuss news with your social graph

“ Like” merchandise in the Levi’s store via Facebook and share with friends

A seamless integration between corporate site and social sites

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.

vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook

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?

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

Although its a new and experimental medium, brands should plan a roadmap.
The future of web experiences will be based around people –not products.
Take inventory of all corporate web assets and identify where they are in the framework.
Next, identify the desired state, and then build a plan against it. Start small and slow, and be sure to have a strategy.
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

Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang THANK YOU With assistance from Christine Tran, Researcher

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 [email_address] ABOUT US

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Making your Corporate Website Relevant

by Jeremiah Owyang

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