Corporate web sites
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In the past, corporate websites functioned mainly as brochures to promote products and services, but communication was not the core focus. Today, objectives of corporate websites include communicating with stakeholders, providing and sharing information and news, enhancing the corporate image, and building customer relationships. A good corporate website should reflect the company's mission and values and allow for two-way communication. It is also important to consider geographical and cultural differences in content.
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Corporate web sites
- 2. Past In past, corporate web sites were not actually corporate! They were all looked like brochures that demonstrates products and services. Communication through the web site was not the core idea
- 4. 0 There are only 8 seconds to attract a visitor who visits the web site Today
- 5. 2013 013
- 6. Objectives of establishing a corporate web site To communicate with it’s publics Providing information to it’s publics nteracting with web site visitors Providing information and news to media outlets, Enhancing corporate image Reinforcing corporate identity Building relations with customers upporting re-visits and ongoing visits Any?
- 7. A corporate web site should reflect to company’s orporate mission, vision and philosophy t should allow to build mutual, two-way ommunication Geographical segmentation is important. Any content posted by the company may be resulted as a misunderstood message by other cultures Pay attention for reading and surfing span. Long ontent may reduce the visiting duration Why do individuals visit web sites? Make sure why our target audience visits your web site
- 8. Qualities of a Good Website should serve well-defined rategic purposes. s content should encourage turn visitors. must be user friendly. requires clear, concise writing. esigned well, suits to new web ends se new technology and new oftwares nformative, unique, authentic 0 Fast uploading even at the lowest internet connection. 0 Search engine optimization. 0 Analyzing web visitors. 0 Managing Customer relations. 0 Live at 7/24 0 Constant updates 0 It should be promoted.
- 9. Change through the social media Social NetworkCorporate Website Many companies’ approach is imbalanced
- 10. Change through the social media Social NetworkCorporate Website Right combination! Corporate Website + Social Network
- 11. amework: olution of the Social Corporate Website 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
- 12. Content of corporate web sites mation s flow ork cipation uality cesibility fing dating Functional Features Presentational Features Web Sites
- 13. Let’s go through real-life examples
- 14. arbucks experience mirrored in social channels
- 15. but you wouldn’t know this from their home page re are no links cting visitors to y’s official social nels – a missed opportunity. re are no links cting visitors to y’s official social nels – a missed opportunity.
- 16. ow Tiffany gets traffic… 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.
- 17. ra directs visitors away with Facebook tab
- 18. cDonald’s directs visitors away with a link (TV ads too)
- 19. ut… 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.”
- 20. his Steakhouse’s Facebook “Like” button links ncourages sharing
- 21. Your New Corporate Web Site with Web 2.0 Your site here Hub
- 22. Old site Vs. Web 2.0 web site Features Existing Web Site Corporate Web Site 2.0 ınteractivity from one root (sender) to the mass from the mass to the mass content only from company's domain from all web /simultaneous focus only to it's web site all internet consuming only from web browser web browser and RSS links hundreds ten thousands social networks not exist ten thousands twitter not exist thousands facebook not exist thousands of fan linkedin not exist thousands of subscribers e.t.c. not exist thousands blog not exist thousands of follewers and content creators youtube not exist thousands thousands of follewers and content
- 23. Information about print ads and sales promotions
- 24. Commercials
- 25. Information about existing communication campaigns
- 26. Search in your web site
- 27. Brand extentions and brand integration
- 28. Micro marketing (Tailoring your product and brand at your web site
- 29. Connect / engage with your consumer
- 31. Information about social responsibility campaigns
- 33. Glossary
- 34. Forums
- 35. RSS
- 37. Web Tv
- 38. Integration with social networks
- 39. Mesurement / Evaluation Web site traffic Entries (demographics, georgraphics, use ratio, usage habbits, etc.) Visitors (demographics, georgraphics, use ratio, etc.) Links from which site Visiting duration Visiting performance Which content is most viewed / downloaded/ ? Any uploads? Message sent? Types of questions and orders? Content preferences? Which department / division tab has the most traffic?
- 40. 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 se this Road Map for your strategy (Owyang, 010)