Date post: | 19-Aug-2015 |
Category: |
Business |
Upload: | jeremiah-owyang |
View: | 63,590 times |
Download: | 0 times |
Your Corporate Website Can Be Relevant Again
Jeremiah OwyangPartnerMay 19, 2010
1
For Gilbane Content Management Conference
Roadmap for the Social Corporate Website
© 2010 Altimeter Group
Social will be like air
Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)
2
© 2010 Altimeter Group
Evolution of the Social Corporate
Website
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
© 2010 Altimeter Group
© 2010 Altimeter Group
7
Framework: Evolution of the Social Corporate Website
1. 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
© 2010 Altimeter Group
8
Do nothing – No social integration
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
9
1. DO NOTHING – NO SOCIAL INTEGRATION
EXAMPLECorporate website that has no integration with social tools.
BENEFITCheap. Ignorance is bliss, at least in
the short term.
CHALLENGE Your corporate website is irrelevant.
© 2010 Altimeter Group
12
Link directly away without a strategy
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
13
2. LINK DIRECTLY AWAY WITHOUT A STRATEGY
EXAMPLE
Corporate homepages that have chicklets which say “Follow us on
Twitter/Facebook/YouTube” send traffic away.
BENEFIT Encourages growth of social channels.
CHALLENGESends traffic away, without having a
strategy.
© 2010 Altimeter Group
But worse, sends a confusing message16
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.”
© 2010 Altimeter Group
17
Link away but encourage sharing
1. No social integration
2. Link directly 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
© 2010 Altimeter Group
18
3. LINK AWAY, BUT ENCOURAGE SHARING WITH A PRE-POPULATED
MESSAGE
EXAMPLEA chicklet that encourages new Twitter followers to Tweet at their friends “I’m
now following X brand”
BENEFITTriggers a social alert as a form of
endorsement.
CHALLENGEBetter than the previous, though it may not have a follow up or call to
action.
© 2010 Altimeter Group
Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing
20
© 2010 Altimeter Group
21
Brand integrated in social channels
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
22
4. BRAND EXPERIENCE IS INTEGRATED IN SOCIAL CHANNELS
EXAMPLEExtends the brand to social channels,
so the corporate experience is mirrored on social channels.
BENEFITRegardless of wherever users go, they
are still experiencing the brand.
CHALLENGESocial channels sometimes serve
better as a conversational area –not for traditional branding campaigns.
© 2010 Altimeter Group
Tiffany offers branded social channels…24
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.
© 2010 Altimeter Group
…but you wouldn’t know this from their home page25
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.
© 2010 Altimeter Group
26
Aggregate the discussion on corporate site
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
27
5. AGGREGATE THE DISCUSSION ON CORPORATE SITE
EXAMPLE
Aggregate select conversations from Tweets (like the Skittles homepage),
top discussions in communities or blogs. See Disqus and Echo.
BENEFITCentralizes the discussion on your site,
making it a resource to first look at. Low cost content.
CHALLENGELack of control over content posted on corporate site, plus still links off site.
© 2010 Altimeter Group
Whole Foods aggregates some of the discussion on site and links away
28
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.
© 2010 Altimeter Group
29
Social log-in systems that allow users to stay on site
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
30
6. SOCIAL LOGIN SYSTEMS THAT ALLOW USERS TO STAY ON SITE
EXAMPLE
Using FB connect, or Twitter connect allow users to use their existing logins to access site. See how JanRain and
Gigya* help.
BENEFIT
May increase sign ups, widening marketing funnel. Chances are that content is more accurate than a sign
up form.
CHALLENGEMay not have access to email
addresses, as users pass through using social logins.
* Disclosure: An Altimeter Group client.
© 2010 Altimeter Group
32
Social log in that triggers viral loop
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
33
7. SOCIAL LOGIN SYSTEMS THAT ALLOW USERS TO STAY ON SITE, BUT
TRIGGERS VIRAL LOOP
EXAMPLE
There’s an actual social or interactive experience on the corporate site that
triggers them to share with their friends.
BENEFITUsers stay on site, interact with brand or peers, yet recruit other members in
social networks.
CHALLENGERequires planning, a campaign, and
extensive resources.
© 2010 Altimeter Group
Sign into HuffPo with Facebook and share/discuss news with your social graph
36
© 2010 Altimeter Group
“Like” merchandise in the Levi’s store via Facebook and share with friends
37
© 2010 Altimeter Group
38
A seamless integration between corporate site and social sites
1. Do nothing – No social integration
2. Link directly 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
© 2010 Altimeter Group
39
8. SEAMLESS INTEGRATION BETWEEN CORPORATE SITE AND SOCIAL SITES
EXAMPLEOther than URLs there’s no difference between a corporate site and a social
site – the experience is seamless.
BENEFITCustomers, prospects, and employees
mix together, churning on new members and viral activity.
CHALLENGE It doesn’t exist, yet.
© 2010 Altimeter Group
vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook
40
© 2010 Altimeter Group
Websites are dynamically assembled on the fly based on social profiles.
This could happen in person, or while using Google or Facebook.
As a result, URLs won’t matter, nor will domains/ Instead the web will be sorted around people and contextual situations.
As a result, ads become useful information, and desirable.
The Radical Future?41
© 2010 Altimeter Group
42
A flight path for corporate website evolution
1. 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
© 2010 Altimeter Group
Be Deliberate.
Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772
© 2010 Altimeter Group
© 2010 Altimeter Group
1. Although its a new and experimental medium, brands should plan a roadmap.
2. The future of web experiences will be based around people –not products.
3. Take inventory of all corporate web assets and identify where they are in the framework.
4. Next, identify the desired state, and then build a plan against it. Start small and slow, and be sure to have a strategy.
5. Don’t arbitrarily jump into the to social marketing space without measurable KPIs. Be deliberate in your actions.
Use this Road Map for your strategy44
© 2010 Altimeter Group
45
Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
With assistance from Christine Tran, Researcher
© 2010 Altimeter Group
46
Altimeter Group is a Silicon Valley-based strategy
research and
consulting firm that provides companies with a
pragmatic
approach to disruptive technologies. We have four
areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
ABOUT US