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.

1. The corporate
website from
yawn to YEAH!
#sharingintellecta
Part of the Intellecta Group

2. Your corporate
website has
‘yawn’ written
all over it

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. Mikkel Noe Westh
From Yawn to Yeah!
The corporate website
mnw@bysted.dk
!
@mikkelnoewesth

7. If they are all the
same why should I as
a customer or job
seeker choose a
company?

8. .com

9. Then why not just
forget the .com site?

10. 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

14. 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

15. Sibel Christensen
Analysis of the top 100
companies ".com" sites
- yawn or yeah?
!
sch@bysted.dk

16. Companies selected
Sample size
100
Source
top1000
Sorted
By number of
employees

17. Parameter
“Is there a personal story present at …”
Landing
page
Job &
career
+ External touch points
About
us

18. 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

19. Corporate
Landing page
!
Personal storytelling
10
9
8
7
6
5
4
3
2
1
0
Visual storytelling

20. Corporate
About us section
Personal storytelling
10
9
8
7
6
5
4
3
2
1
0
Visual storytelling

21. Corporate
Job & career
section
Personal storytelling
10
9
8
7
6
5
4
3
2
1
0
Visual storytelling

22. Corporate
External touch
points
Score of 4 or 5
Facebook
LinkedIn
Other
35% 21% 19%

23. Compared
Corporate & social
media
5
4
3
2
1
0
Landing page
About us
Career
Facebook
Twitter
LinkedIn
Youtube
Instagram

24. And just because we
noticed:
Responsive?
Yes
No
12 %
88 %

25. 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

26. Rasmus Ellegaard Haukrogh
Where Web 2.0
Went Wrong
- or how we started loving social platforms!
reh@bysted.dk
!
@rasmushaukrogh

27. Web 2.0.
he web as a platform.
T
ers as contributors.
Its us
- Tim O’Reilly

28. Web
Web
1.0
2.0
Personal websites
mp3 files
Domain name speculation
Encyclopedias online
Blogging
Napster
SEO
Wikipedia

29. “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?

30. = Abandoned
corporate websites

31. …and very living
social networks!

32. Why did people not
engage on your
smart websites?

36. Moving below
the radar

37. Connect customers and employees
Breaking down barriers
Employee
Corporate
website
Meet
Customer
Social media

38. Connect customers and employees
Breaking down barriers
Easy interaction
with brand

39. Bypassing the
corporate website

40. 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

41. 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

42. The Social Web
has almost bypassed the
B-2-B corporate website’s
primary functions.
B
A
C
Corporate
website

43. The Social Web
has almost bypassed the
B-2-B corporate website’s
primary functions.
B
A
C
Corporate
website

44. Jesper Fagerlund
THE
NEW CORPORATE
WEBSITE
A MANIFEST
jfa@bysted.dk
@fagerlund

45. 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

46. jysk.com

47. jysk.com

48. jysk.com

49. jysk.tv

50. facebook.com/jysk.dk

51. instagram.com/jysk.dk

53. g4s.com

54. g4s.com

55. g4s.com/en/careers

56. g4s.com

57. careers.g4s.com

58. careers.g4s.com

59. careers.g4s.com

60. careers.g4s.com

61. facebook.com/g4s

62. twitter.com/g4scareers

63. twitter.com/g4scareers

64. carlsberg.com

65. carlsberg.com

66. carlsberg.com

67. 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.

72. niras.com

73. tryg.com

74. iccompanys.dk

75. iccompanys.dk/karriere

76. And now, back to…
THE
NEW CORPORATE
WEBSITE
MANIFEST

77. 1
we will not
bore
anymore
Get a content strategy. Use the voice and tone and the
mechanisms of storytelling to engage your users.

78. www.coca-colacompany.com

79. www.coca-colacompany.com

80. youtu.be/LerdMmWjU_E

81. 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

85. 3
We will be
authentic, honest
and human
Speak with a true voice. Your own voice.
Be transparent and human.

86. simple.com

87. simple.com

88. quora.com/Simple-company

89. twitter.com/simplify

90. 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

91. www.mcdonalds.com/us/en/food.html

92. www.mcdonalds.com/us/en/supplierstories.html#/Beef

93. 5
We will talk and
listen
Facilitate conversations, embrace dialogue,
be open minded

94. zappos.com

95. facebook.com/zappos

96. 6
We will showcase
the good we do
When you have a higher purpose, communicate it,
involve everyone in it.

97. foundation.walmart.com/our-focus/

98. www.superbrugsen.dk/om+superbrugsen/julestoette

99. It all adds up
Whats your strategy?
LinkedIn
Facebook
Video
Other media
corporate web
Quora
Offline
Twitter
Instagram

100. It all adds up
Whats your strategy?
LinkedIn
Facebook
Video
Other media
corporate web
Quora
Offline
Twitter
Instagram

101. It all adds up
Whats your strategy?
LinkedIn
Facebook
Video
Other media
corporate web
Quora
Offline
Twitter
Instagram

102. It all adds up
One case to rule them all?

103. One last case

104. One last case

105. One last case

106. One last case

107. scarecrowgame.com

108. chipotle.com

110. chipotle.com

111. chipotle.com

112. chipotle.com

113. chipotle.com

114. careers.chipotle.com

115. careers.chipotle.com

116. careers.chipotle.com

117. careers.chipotle.com

118. careers.chipotle.com

119. careers.chipotle.com

120. facebook.com/chipotle

123. Yeah!