The document discusses the importance of corporate websites being transparent windows into companies in the digital age. It notes that digital revolution has changed expectations around traceability, social engagement, and responsibility. Effective corporate sites prove proximity to stakeholders, support company identification, aim for dialogue, and position the company as a leader in good causes. They must clearly display the brand's role and fulfill that role by offering relevant content and services to different target groups like employees, job seekers, investors, and journalists. The corporate site should fuel company image and start institutional conversations with consumers.

1. A corporate website is NOT the page that no one is interested in, because it‘s the
brands‘ and products‘ pages where everyone goes. The digital revolution has
changed the expectations of people towards companies. And their corporate
websites are becoming the place of truth.
Three main convictions on how to create a credible window
into your company à
POVCORPORATE
WEBSITES
© FullSIX GmbH 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorization

2. The digital revolution has
brought new expectations
from people out there,
regarding the topics:
- Traceability
- Bio engagement
- Social engagement
- Marginal groups
What is needed is:
- Transparency
TRANSPARANCY IS KING
- Openness
WHAT’S YOUR ROLE?
- Ethic
- Responsibility
That means you have to:
- Prove proximity
- Support identification with
the company
- Aim for exchange and
dialogue
- Be transparent
- Position the company as a
leader in a good cause

3. Take into consideration:
- You clearly need to display
the role the brand wants to
play in the lives of the target
groups
- Target groups or corporate
websites are multiple:
- Employees (#1)
- Job seekers
FULFILL YOUR ROLE
- Investors
TRANSPARANCY IS KING
- Journalists
- Consumers
- At the same time this site is
the place where the role
needs to come true – offer
services, content,
applications and ideas with
which you actually play the
defined role for the specific
target group

4. The corporate website is where
the company should lead the
conversations with consumers
and fuel the companies image.
The institutional conversation
with the consumer should feed
the marketing people –
everything is an insight!
Put instruments in place to
start and continue those
LEARN AND USE WISELY
FULFULL YOUR ROLE
conversations, to analyse them
and to forward the learnings to
other parts of the group.
Do that with all different target
groups.

5. A NEW CONTEXT
FOR CORPOORATE SITES
Challenges:
- The corporate websites are/will be the #1 source of
information for the digital society
- Reflecting the modernity and image of a brand by not
lacking behind the product communication
- Do not forget the added value / services
- it’s an “always on “relationship
- The site lives with the content (à playground)

6. CORPORATE WEBSITES
- SFR.COM is a great example for the somehow new
finding that also corporate websites have the right
to look good and create pleasure for the user!
- SFR.COM has won a design price in France.
- SFR.COM has been developed in HTML5.
- The design is completely responsive, so that users
can enjoy it on all screen sizes, incl. Tablets and
mobile phones.
- And the regularly updated content tells interesting
and relevant stories that users like to follow and
explore.

7. CORPORATE WEBSITES
- A completely different
approach to a corporate site.
How could it be constantly
relevant to the LCL
customers and employees?
- By analysing the search
behaviour in the area of
banking every month we
found out what the mostly
asked questions were, that
people had.
- In a monthly video magazine
the LCL specialists would
give answers to those
questions, which clients and
investors could find directly,
and employees could take a s
input for their daily
consulting work.

8. CORPORATE WEBSITES
CONSULTING, UX AND/OR CREATING
More à

9. BENCHMARKS
A LOOK AT KWD WEBRANKINGS
Lets check
them out à
FullSIX Clients
Edf.com
Lorealprofessional.com
SFR.com
Vodafone.es

10. 1
ENI.IT
Findings:
- (1) Integration of online
services (via login) and
explanation with videos and
interviews 2
4
- (2) Info is presented in key-
points and with
visualization / easy to
understand
- (3) Not only adressing
stakeholders
- (4) Multimedia, YT
integration 3

11. BASF.COM 3
1
Findings:
- (1) Open to SM platforms
and mutiscreen
- (2) explanation of the
company world for everyone
4
- (3) constant invitation
todialogue 1
2

12. UBS.COM 1
3
5
Findings:
- (1) Very conservative
appearance
- (2) Content opens in clear and
2
4
short pop-up overview not to
get lost in navigation
- (3) Articles start with video
formats
- (4) Mobile Site
- (5) Not enough updates for a
financial site / for a site of 2012

13. © FullSIX GmbH 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorization
WHAT DO YOU THINK?
THAT’S IT FOR NOW.
MARKETING IN
SYNCHRONIZED
THE DIGITAL AGE

14. hallo@fullsix.de
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