2. 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

3. in 1995
in 1999

4. 0 There are only 8 seconds to attract a visitor who visits the web
site
Today

5. 2013
013

6. Objectives of establishing a corporate
web site
To communicate with it’s publics
Providing information to it’s publics
nteracting with web site visitors
Providing information and news to media outlets,
Enhancing corporate image
Reinforcing corporate identity
Building relations with customers
upporting re-visits and ongoing visits
Any?

7. A corporate web site should reflect to company’s
orporate mission, vision and philosophy
t should allow to build mutual, two-way
ommunication
Geographical segmentation is important. Any content
posted by the company may be resulted as a
misunderstood message by other cultures
Pay attention for reading and surfing span. Long
ontent may reduce the visiting duration
Why do individuals visit web sites? Make sure why
our target audience visits your web site

8. Qualities of a Good
Website
should serve well-defined
rategic purposes.
s content should encourage
turn visitors.
must be user friendly.
requires clear, concise writing.
esigned well, suits to new web
ends
se new technology and new
oftwares
nformative, unique, authentic
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.

9. Change through the social media
Social NetworkCorporate
Website
Many companies’ approach is imbalanced

10. Change through the social media
Social NetworkCorporate
Website
Right combination!
Corporate
Website
+
Social Network

11. amework:
olution of the Social Corporate Website
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

12. Content of corporate web sites
mation
s flow
ork
cipation
uality
cesibility
fing
dating
Functional
Features
Presentational
Features
Web
Sites

13. Let’s go through real-life
examples

14. arbucks experience mirrored in social channels

15. but you wouldn’t know this from their home page
re are no links
cting visitors to
y’s official social
nels – a missed
opportunity.
re are no links
cting visitors to
y’s official social
nels – a missed
opportunity.

16. ow 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.

17. ra directs visitors away with Facebook tab

18. cDonald’s directs visitors away with a link (TV ads too)

19. ut… 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.”

20. his Steakhouse’s Facebook “Like” button links
ncourages sharing

21. Your New Corporate Web Site with
Web 2.0
Your site here
Hub

22. 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
thousands of follewers and content

23. Information about print ads and sales
promotions

24. Commercials

25. Information about existing
communication campaigns

26. Search in your web site

27. Brand extentions and brand integration

28. Micro marketing (Tailoring your
product and brand at your web site

29. Connect / engage with your consumer

30. Corporate blog
0 http://mystarbucksidea.force.com/apex/ideaHome

31. Information about social responsibility
campaigns

32. Downloadable information

33. Glossary

34. Forums

35. RSS

36. Integraiton with mobile
applications

37. Web Tv

38. Integration with social networks

39. 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?

40. 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
se this Road Map for your strategy (Owyang,
010)