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
in 1995
in 1999
0 There are only 8 seconds to attract a visitor who visits the web site
Today
2013
2013
Objectives of establishing a corporate
web site
To communicate with it’s publics
Providing information to it’s publics
Interacting with web site visitors
Providing information and news to media outlets,
Enhancing corporate image
Reinforcing corporate identity
Building relations with customers
Supporting re-visits and ongoing visits
Any?
A corporate web site should reflect to company’scorporate mission, vision and philosophy
It should allow to build mutual, two-waycommunication
Geographical segmentation is important. Any contentposted by the company may be resulted as a misunderstood message by other cultures
Pay attention for reading and surfing span. Longcontent may reduce the visiting duration
Why do individuals visit web sites? Make sure whyyour target audience visits your web site
Qualities of a Good
WebsiteIt should serve well-defined
strategic purposes.
Its content should encourage
return visitors.
It must be user friendly.
It requires clear, concise writing.
Designed well, suits to new web
trends
Use new technology and new
softwares
Informative, unique, authentic
Detailed visual and text content
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.
Change through the social media
Social NetworkCorporate Website
Many companies’ approach is imbalanced
Change through the social media
Social NetworkCorporate Website
Right combination!
Corporate Website
+Social Network
Framework: Evolution of the Social Corporate Website
Do nothing- No social integration
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
Content of corporate web sites
InformationNews flowNetworkparticipation
VisualityAccesibilitySurfingUpdatingVisibility
FunctionalFeatures
PresentationalFeatures
Web Sites
Let’s go through real-life
examples
Starbucks experience mirrored in social channels
…but you wouldn’t know this from their home page
There are no links directing visitors to
Tiffany’s official social channels – a missed
opportunity.
There are no links directing visitors to
Tiffany’s official social channels – a missed
opportunity.
How 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.
Zara directs visitors away with Facebook tab
McDonald’s directs visitors away with a link (TV ads too)
But… 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.”
This Steakhouse’s Facebook “Like” button links
encourages sharing
Your New Corporate Web Site with
Web 2.0
Your site here
Hub
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
pinterest not exist
thousands of follewers and content
creators
Information about print ads and sales
promotions
Commercials
Information about existing
communication campaigns
Search in your web site
Brand extentions and brand integration
Micro marketing (Tailoring your
product and brand at your web site
Connect / engage with your consumer
Corporate blog
0 http://mystarbucksidea.force.com/apex/ideaHome
Information about social responsibility
campaigns
Downloadable information
Glossary
Forums
RSS
Integraiton with mobile
applications
Web Tv
Integration with social networks
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?
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
without measurable results. Be deliberate in your actions.
Use this Road Map for your strategy (Owyang,
2010)