the newcorporate website
Post on 10-May-2015
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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 !Multiplatform brand experiences – 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
!mnw@bysted.dk @mikkelnoewesth
If they are all the same why should I as
a customer or job seeker choose a
company?
.com
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
!sch@bysted.dk
.COM Landing page The use of personal and visual storytelling
0
2,5
5
7,5
10
Personal storytelling Visual storytelling
“About us” section The use of personal and visual storytelling
0
1,75
3,5
5,25
7
Personal storytelling Visual storytelling
“Career” section The use of personal and visual storytelling
0
2,25
4,5
6,75
9
Personal storytelling Visual storytelling
0
1
2
3
4
5
Facebook Twitter LinkedIn Youtube Instagram Other Personalized content
Average score of external touch points
0
1
2
3
4
5
Landing page About us Career Facebook Twitter LinkedIn Youtube Instagram
Compared averages: Website vs. Social media
88 %
12 %
Yes No
Is your corporate website responsive?
Storytelling on dot.com very limited
About us and Career use more visual and appealing content
No social media channels stronger than others
Very few responsive sites
Multiplatform brand experiences
Rasmus Ellegaard Haukrogh
!reh@bysted.dk @rasmushaukrogh
Where The Web 2.0 Went Wrong
Tim O’Reilly: Web 2.0 customer are building your business for you
User participation and user generated content
Web 2.0 makes the user an integrated part of your website!
= Abandoned corporate websites
…and very living social networks!
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
Compares prices on
Pricerunner
Buy the product on multi brand
webshop
User journey for a potential
Customer
User journey for a potential
Googles company
Tells about application on
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
The Social Web has almost bypassed the B-2-B corporate website’s
primary functions.
Corporate website
A
The Social Web has almost bypassed the B-2-B corporate website’s
primary functions.
Corporate website
BA
THE NEW CORPORATE
WEBSITE
A MANIFEST
Jesper Fagerlund
jfa@bysted.dk @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
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.com
jysk.com
jysk.tv
facebook.com/jysk.dk
instagram.com/jysk.dk
g4s.com
g4s.com
g4s.com/en/careers
g4s.com
careers.g4s.com
careers.g4s.com
careers.g4s.com
careers.g4s.com
facebook.com/g4s
twitter.com/g4scareers
twitter.com/g4scareers
carlsberg.com
carlsberg.com
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
iccompanys.dk
iccompanys.dk/karriere
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
www.coca-colacompany.com
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
simple.com
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
chipotle.com
jysk.dk
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
facebook.com/oldspice
facebook.com/oldspice
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
www.patagonia.com
It all adds up Whats your strategy?
corporate web
Offline
Video
Other media
Quora
It all adds up Whats your strategy?
corporate web
Offline
Video
Other media
Quora
It all adds up Whats your strategy?
corporate web
Offline
Video
Other media
Quora
It all adds up One case to rule
them all?
One last case
One last case
One last case
One last case
scarecrowgame.com
chipotle.com
chipotle.com
chipotle.com
chipotle.com
chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
careers.chipotle.com
facebook.com/chipotle
Yeah!
Maersk – A brand new story
Anna Granholm-BrunCorporate Brand Manager
Maersk
! @annacbrun
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