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The newcorporate

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Why should the coporate website be boring? Modern digital communication is about dialog and engagement. The Bysted seminar the 21th of October presented Maersk and talks about a new way to build .com's through storytelling, gamification ad most important of all going from claimed communication to proven communication, where patners, customers and supplyers tell the story about the brand.

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The newcorporate

  1. 1. The corporate website from yawn to YEAH!
 
 #sharingintellecta Part of the Intellecta Group
  2. 2. Your corporate website has ‘yawn’ written all over it
  3. 3. 16.00 From Yawn to Yeah! 
 The corporate website – Mikkel Noe Westh, Bysted ! Analysis of the top 100 companies".com" sites - yawn or yeah? - Sibel Christensen, Bysted ! Where Web 2.0 Went Wrong – Rasmus Haukrogh, Bysted ! The new corporate website manifest – Jesper Fagerlund, Bysted
 ! Maersk – A brand new story – Anna Granholm-Brun Corporate Brand Manager
 Maersk 18.00 ! ! Questions when you have them + Talk, drinks and tapas until 19.00 !
  4. 4. Mikkel Noe Westh From Yawn to Yeah! 
 The corporate website mnw@bysted.dk ! @mikkelnoewesth
  5. 5. If they are all the same why should I as a customer or job seeker choose a company?
  6. 6. .com
  7. 7. Then why not just forget the .com site?
  8. 8. Get the power to tell the full story - don't claim but prove ! Let the .com be your
 communication hub ! Tell your story on all digital touch points ! Step out of the crowd. 
 Create a complete credible brand ! Create business and attract 
 the right employees
  9. 9. You're not talking to an 
 anonymous crowd ! Users expect authentic, dynamic and personalized communication ! Look beyond number of unique users. create ambassadors among fans, customers, partners and suppliers ! Let the .com-site be 
 your communications hub
  10. 10. Sibel Christensen Analysis of the top 100 companies ".com" sites - yawn or yeah? ! sch@bysted.dk
  11. 11. Companies selected Sample size 100 Source 
 top1000 Sorted By number of employees
  12. 12. Parameter “Is there a personal story present at …” Landing 
 page Job & career + External touch points About
 us
  13. 13. Ranking 1 Not present 2 Very little presence 3 Present but not convincing 4 Clear presence, as supporting content 5 Strong presence, as prioritized content
  14. 14. Corporate 
 Landing page ! Personal storytelling 10 9 8 7 6 5 4 3 2 1 0 Visual storytelling
  15. 15. Corporate About us section Personal storytelling 10 9 8 7 6 5 4 3 2 1 0 Visual storytelling
  16. 16. Corporate Job & career section Personal storytelling 10 9 8 7 6 5 4 3 2 1 0 Visual storytelling
  17. 17. Corporate External touch points
 Score of 4 or 5 Facebook LinkedIn Other 35% 21% 19%
  18. 18. Compared Corporate & social media 5 4 3 2 1 0 Landing page About us Career Facebook Twitter LinkedIn Youtube Instagram
  19. 19. And just because we noticed: Responsive? Yes No 12 % 88 %
  20. 20. So Personal storytelling is not used in most corporate communication But dig and you shall find (potential) Because the personal story is already out there
  21. 21. Rasmus Ellegaard Haukrogh Where Web 2.0 
 Went Wrong 
 - or how we started loving social platforms! reh@bysted.dk ! @rasmushaukrogh
  22. 22. Web 2.0. he web as a platform.
 T ers as contributors. Its us - Tim O’Reilly
  23. 23. Web Web 
 1.0 2.0 Personal websites mp3 files Domain name speculation
 Encyclopedias online Blogging Napster SEO Wikipedia
  24. 24. “Customers are building your business for you” The user an integrated part of 
 your website User could now comment a blog, subscribe to RSS feed, co-edit a wiki. Did this engaged the audience 
 on your website?
  25. 25. = Abandoned 
 corporate websites
  26. 26. …and very living social networks!
  27. 27. Why did people not engage on your smart websites?
  28. 28. Moving below
 the radar
  29. 29. Connect customers and employees Breaking down barriers Employee Corporate 
 website Meet Customer Social media
  30. 30. Connect customers and employees Breaking down barriers Easy interaction 
 with brand
  31. 31. Bypassing the 
 corporate website
  32. 32. User journey for a potential Customer Google product Ask friends on Facebook Ask brand question on Twitter Compares prices on Pricerunner Buy the product on multi brand webshop

  33. 33. User journey for a potential Employee Finds job on Stepstone Tells about application on Twitter Googles company Engages on Group discussion to show dedication Meets company website Applies for job via LinkedIn Finds company on LinkedIn Browses current employees and contacts
  34. 34. The Social Web 
 has almost bypassed the 
 B-2-B corporate website’s 
 primary functions. B A C Corporate 
 website
  35. 35. The Social Web 
 has almost bypassed the 
 B-2-B corporate website’s 
 primary functions. B A C Corporate 
 website
  36. 36. Jesper Fagerlund THE 
 NEW CORPORATE 
 WEBSITE 
 
 A MANIFEST jfa@bysted.dk @fagerlund
  37. 37. The 6 commandments 1. We will not bore anymore 2. 
 Life is what happens outside our website 3. 
 We will be authentic, honest and human 4. 
 We will have a purpose with 
 our website 5. 
 We will talk and listen 6.
 We will showcase 
 the good we do
  38. 38. jysk.com
  39. 39. jysk.com
  40. 40. jysk.com
  41. 41. jysk.tv
  42. 42. facebook.com/jysk.dk
  43. 43. instagram.com/jysk.dk
  44. 44. g4s.com
  45. 45. g4s.com
  46. 46. g4s.com/en/careers
  47. 47. g4s.com
  48. 48. careers.g4s.com
  49. 49. careers.g4s.com
  50. 50. careers.g4s.com
  51. 51. careers.g4s.com
  52. 52. facebook.com/g4s
  53. 53. twitter.com/g4scareers
  54. 54. twitter.com/g4scareers
  55. 55. carlsberg.com
  56. 56. carlsberg.com
  57. 57. carlsberg.com
  58. 58. Our brands are internationally popular, the atmosphere is fun and exciting, and we offer outstanding opportunities for career and personal development - both in your home country and around the world.
  59. 59. niras.com
  60. 60. tryg.com
  61. 61. iccompanys.dk
  62. 62. iccompanys.dk/karriere
  63. 63. And now, back to… THE 
 NEW CORPORATE WEBSITE 
 MANIFEST
  64. 64. 1 we will not bore anymore Get a content strategy. Use the voice and tone and the mechanisms of storytelling to engage your users.
  65. 65. www.coca-colacompany.com
  66. 66. www.coca-colacompany.com
  67. 67. youtu.be/LerdMmWjU_E
  68. 68. 2 Life is what happens outside our website Through other media, news, social, personal, your brand can be proven not only claimed. Frame real actions, interactions, messages, stories, outside your site to show it
  69. 69. 3 We will be authentic, honest and human Speak with a true voice. Your own voice. 
 Be transparent and human.
  70. 70. simple.com
  71. 71. simple.com
  72. 72. quora.com/Simple-company
  73. 73. twitter.com/simplify
  74. 74. 4 We will have a purpose with our website Do you want to sell something? Get new leads for your business? Build brand? Or just have an online version of a company presentation
  75. 75. www.mcdonalds.com/us/en/food.html
  76. 76. www.mcdonalds.com/us/en/supplierstories.html#/Beef
  77. 77. 5 We will talk and listen Facilitate conversations, embrace dialogue, 
 be open minded
  78. 78. zappos.com
  79. 79. facebook.com/zappos
  80. 80. 6 We will showcase the good we do When you have a higher purpose, communicate it, involve everyone in it.
  81. 81. foundation.walmart.com/our-focus/
  82. 82. www.superbrugsen.dk/om+superbrugsen/julestoette
  83. 83. It all adds up Whats your strategy? LinkedIn Facebook Video Other media corporate web Quora Offline Twitter Instagram
  84. 84. It all adds up Whats your strategy? LinkedIn Facebook Video Other media corporate web Quora Offline Twitter Instagram
  85. 85. It all adds up Whats your strategy? LinkedIn Facebook Video Other media corporate web Quora Offline Twitter Instagram
  86. 86. It all adds up One case to rule them all?
  87. 87. One last case
  88. 88. One last case
  89. 89. One last case
  90. 90. One last case
  91. 91. scarecrowgame.com
  92. 92. chipotle.com
  93. 93. chipotle.com
  94. 94. chipotle.com
  95. 95. chipotle.com
  96. 96. chipotle.com
  97. 97. careers.chipotle.com
  98. 98. careers.chipotle.com
  99. 99. careers.chipotle.com
  100. 100. careers.chipotle.com
  101. 101. careers.chipotle.com
  102. 102. careers.chipotle.com
  103. 103. facebook.com/chipotle
  104. 104. Yeah!

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