the newcorporate

The corporate website from

yawn to YEAH!

#sharingintellecta

Part of the Intellecta Group

Your corporate website has

yawn written all over it

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 ManagerMaersk !!Questions when you have them + Talk, drinks and tapas until 19.00 !

16.00

18.00

From Yawn to Yeah! The corporate website

Mikkel Noe Westh

[email protected] @mikkelnoewesth

If they are all the same why should I as

a customer or job seeker choose a

company?

Then why not just forget the .com site?

Get the power to tell the full story - don't claim but prove !Let the .com be yourcommunication 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

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

Analysis of the top 100 companies ".com" sites

- yawn or yeah?

Sibel Christensen

[email protected]

Sample size

100

Companies selected

Source top1000

By number of employees

Sorted

Landing page

ParameterIs there a personal story present at

Aboutus

Job & career

+ External touch points

1 Not present

Ranking

2 Very little presence3 Present but not convincing4 Clear presence, as supporting content5 Strong presence, as prioritized content

Corporate Landing page !

0

1

2

3

4

5

6

7

8

9

10

Personal storytelling Visual storytelling

Corporate About us section

0

1

2

3

4

5

6

7

8

9

10


Corporate Job & career section

0

1

2

3

4

5

6

7

8

9

10


Corporate External touch points

Score of 4 or 5

LinkedIn

35%OtherFacebook

21% 19%

0

1

2

3

4

5

Landing page About us Career Facebook Twitter LinkedIn Youtube Instagram

Compared Corporate & social media

88 %

12 %

Yes No

And just because we noticed: Responsive?

Personal storytelling is not used in most corporate communication

But dig and you shall find (potential)

Because the personal story is already out there

So

Where Web 2.0 Went Wrong

- or how we started loving social platforms!

Rasmus Ellegaard Haukrogh

[email protected] @rasmushaukrogh

Web 2.0. The web as a platform. Its users as contributors. - Tim OReilly

Web

1.0 Personal websites mp3 files Domain name speculationEncyclopedias online

Web

2.0 Blogging Napster SEO Wikipedia

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?

= Abandoned corporate websites

and very living social networks!

Why did people not engage on your

smart websites?

Moving belowthe radar

Connect customers and employees Breaking down barriers

Corporate website

CustomerEmployee

Social media

Meet

Connect customers and employees Breaking down barriers

Easy interaction with brand

Bypassing the corporate website

Google product

Ask friends on Facebook

Ask brand question on

Twitter

Compares prices on

Pricerunner

Buy the product on multi brand

webshop

User journey for a potentialCustomer

User journey for a potential

Googles company

Tells about application on

Twitter

Employee

Engages on Group discussion

to show dedication

Finds job on Stepstone

Meets company website

Finds company

on LinkedIn

Browses current

employees and contacts

Applies for job via

LinkedIn

The Social Web has almost bypassed the

B-2-B corporate websites primary functions.

Corporate website

A

B

C

The Social Web has almost bypassed the

B-2-B corporate websites primary functions.

Corporate website

CA

B

THE NEW CORPORATE

WEBSITE

A MANIFEST

Jesper Fagerlund

[email protected] @fagerlund

The 6 commandments1. We will not bore anymore

2. Life is what happens outside our website

3. We will be authentic, honest and human

6.We will showcase the good we do

5. We will talk and listen

4. We will have a purpose with our website

jysk.com

jysk.tv

facebook.com/jysk.dk

instagram.com/jysk.dk

g4s.com

g4s.com/en/careers

g4s.com

careers.g4s.com

facebook.com/g4s

twitter.com/g4scareers

carlsberg.com

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.

niras.com

tryg.com

iccompanys.dk

iccompanys.dk/karriere

THE NEW CORPORATE

WEBSITE MANIFEST

And now, back to

we will not bore

anymore

1

Get a content strategy. Use the voice and tone and the mechanisms of storytelling to engage your users.

www.coca-colacompany.com

youtu.be/LerdMmWjU_E

Life is what happens outside

our website

2

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

We will be authentic, honest

and human

3

Speak with a true voice. Your own voice. Be transparent and human.

simple.com

quora.com/Simple-company

http://quora.com/Simple-company

twitter.com/simplify

http://twitter.com/simplify

We will have a purpose with our

website

4

Do you want to sell something? Get new leads for your business? Build brand? Or just have an online version of a company presentation

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

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

We will talk and listen

5

Facilitate conversations, embrace dialogue, be open minded

zappos.com

facebook.com/zappos

We will showcase the good we do

6

When you have a higher purpose, communicate it, involve everyone in it.

foundation.walmart.com/our-focus/

www.superbrugsen.dk/om+superbrugsen/julestoette

It all adds up Whats your strategy?

corporate web

Facebook

Offline

Twitter

Video

Other media

Quora

LinkedIn

Instagram

It all adds up One case to rule them all?

One last case

scarecrowgame.com

chipotle.com

careers.chipotle.com

facebook.com/chipotle

the newcorporate

Marketing