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Your Corporate Website
Can Be Relevant Again
Jeremiah Owyang
Partner
May 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
Corporate websites: Are they relevant?
3
© 2010 Altimeter Group
Many brands approach in disparate fashion
4
Social NetworkCorporate
Website
© 2010 Altimeter Group
Many brands approach in disparate fashion
5
Corporate
Website
+
Social Network
© 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
EXAMPLE
Corporate website that has no integration
with social tools.
BENEFIT
Cheap. Ignorance is bliss, at least in the
short term.
CHALLENGE Your corporate website is irrelevant.
© 2010 Altimeter Group
Trader Joe’s does not integrate social on its site…
10
© 2010 Altimeter Group
… despite die-hard fans and unofficial channels
11
© 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.
CHALLENGE
Sends traffic away, without having a
strategy.
© 2010 Altimeter Group
Zara directs visitors away with Facebook chicklet
14
© 2010 Altimeter Group
McDonald’s directs visitors away with a link (TV ads too)
15
© 2010 Altimeter Group
But worse, sends a confusing message
16
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
EXAMPLE
A chicklet that encourages new Twitter
followers to Tweet at their friends “I’m now
following X brand”
BENEFIT
Triggers a social alert as a form of
endorsement.
CHALLENGE
Better than the previous, though it may not
have a follow up or call to action.
© 2010 Altimeter Group
Hypothetical: DSW customers send pre-
loaded tweets about shoes they like
19
© 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
EXAMPLE
Extends the brand to social channels, so the
corporate experience is mirrored on social
channels.
BENEFIT
Regardless of wherever users go, they are
still experiencing the brand.
CHALLENGE
Social channels sometimes serve better as
a conversational area –not for traditional
branding campaigns.
© 2010 Altimeter Group
Starbucks experience mirrored in social channels
23
© 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 page
25
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.
BENEFIT
Centralizes the discussion on your site,
making it a resource to first look at. Low cost
content.
CHALLENGE
Lack 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.
CHALLENGE
May not have access to email addresses, as
users pass through using social logins.
* Disclosure: An Altimeter Group client.
© 2010 Altimeter Group
Customers log in with Facebook Connect on
H&R Block’s community
31
© 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.
BENEFIT
Users stay on site, interact with brand or
peers, yet recruit other members in social
networks.
CHALLENGE
Requires planning, a campaign, and
extensive resources.
© 2010 Altimeter Group
Pepsi’s Refresh Project asks users to log in
with their Facebook…
34
© 2010 Altimeter Group
… and share their Refresh votes with friends on
Facebook or Twitter
35
© 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
EXAMPLE
Other than URLs there’s no difference
between a corporate site and a social site –
the experience is seamless.
BENEFIT
Customers, 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 strategy
44
© 2010 Altimeter Group
45
Jeremiah Owyang
jeremiah@altimetergroup.com
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
info@altimetergroup.com.
ABOUT US

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Making your Corporate Website Relevant

  • 1. Your Corporate Website Can Be Relevant Again Jeremiah Owyang Partner May 19, 2010 1 For Gilbane Content Management Conference Roadmap for the Social Corporate Website
  • 2. © 2010 Altimeter Group Social will be like air Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009) 2
  • 3. © 2010 Altimeter Group Corporate websites: Are they relevant? 3
  • 4. © 2010 Altimeter Group Many brands approach in disparate fashion 4 Social NetworkCorporate Website
  • 5. © 2010 Altimeter Group Many brands approach in disparate fashion 5 Corporate Website + Social Network
  • 6. © 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
  • 7. © 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
  • 8. © 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
  • 9. © 2010 Altimeter Group 9 1. DO NOTHING – NO SOCIAL INTEGRATION EXAMPLE Corporate website that has no integration with social tools. BENEFIT Cheap. Ignorance is bliss, at least in the short term. CHALLENGE Your corporate website is irrelevant.
  • 10. © 2010 Altimeter Group Trader Joe’s does not integrate social on its site… 10
  • 11. © 2010 Altimeter Group … despite die-hard fans and unofficial channels 11
  • 12. © 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
  • 13. © 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. CHALLENGE Sends traffic away, without having a strategy.
  • 14. © 2010 Altimeter Group Zara directs visitors away with Facebook chicklet 14
  • 15. © 2010 Altimeter Group McDonald’s directs visitors away with a link (TV ads too) 15
  • 16. © 2010 Altimeter Group But worse, sends a confusing message 16 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.”
  • 17. © 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
  • 18. © 2010 Altimeter Group 18 3. LINK AWAY, BUT ENCOURAGE SHARING WITH A PRE-POPULATED MESSAGE EXAMPLE A chicklet that encourages new Twitter followers to Tweet at their friends “I’m now following X brand” BENEFIT Triggers a social alert as a form of endorsement. CHALLENGE Better than the previous, though it may not have a follow up or call to action.
  • 19. © 2010 Altimeter Group Hypothetical: DSW customers send pre- loaded tweets about shoes they like 19
  • 20. © 2010 Altimeter Group Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing 20
  • 21. © 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
  • 22. © 2010 Altimeter Group 22 4. BRAND EXPERIENCE IS INTEGRATED IN SOCIAL CHANNELS EXAMPLE Extends the brand to social channels, so the corporate experience is mirrored on social channels. BENEFIT Regardless of wherever users go, they are still experiencing the brand. CHALLENGE Social channels sometimes serve better as a conversational area –not for traditional branding campaigns.
  • 23. © 2010 Altimeter Group Starbucks experience mirrored in social channels 23
  • 24. © 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.
  • 25. © 2010 Altimeter Group …but you wouldn’t know this from their home page 25 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.
  • 26. © 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
  • 27. © 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. BENEFIT Centralizes the discussion on your site, making it a resource to first look at. Low cost content. CHALLENGE Lack of control over content posted on corporate site, plus still links off site.
  • 28. © 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.
  • 29. © 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
  • 30. © 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. CHALLENGE May not have access to email addresses, as users pass through using social logins. * Disclosure: An Altimeter Group client.
  • 31. © 2010 Altimeter Group Customers log in with Facebook Connect on H&R Block’s community 31
  • 32. © 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
  • 33. © 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. BENEFIT Users stay on site, interact with brand or peers, yet recruit other members in social networks. CHALLENGE Requires planning, a campaign, and extensive resources.
  • 34. © 2010 Altimeter Group Pepsi’s Refresh Project asks users to log in with their Facebook… 34
  • 35. © 2010 Altimeter Group … and share their Refresh votes with friends on Facebook or Twitter 35
  • 36. © 2010 Altimeter Group Sign into HuffPo with Facebook and share/discuss news with your social graph 36
  • 37. © 2010 Altimeter Group “Like” merchandise in the Levi’s store via Facebook and share with friends 37
  • 38. © 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
  • 39. © 2010 Altimeter Group 39 8. SEAMLESS INTEGRATION BETWEEN CORPORATE SITE AND SOCIAL SITES EXAMPLE Other than URLs there’s no difference between a corporate site and a social site – the experience is seamless. BENEFIT Customers, prospects, and employees mix together, churning on new members and viral activity. CHALLENGE It doesn’t exist, yet.
  • 40. © 2010 Altimeter Group vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook 40
  • 41. © 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
  • 42. © 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
  • 43. © 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
  • 44. © 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 strategy 44
  • 45. © 2010 Altimeter Group 45 Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang THANK YOU With assistance from Christine Tran, Researcher
  • 46. © 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 info@altimetergroup.com. ABOUT US

Editor's Notes

  1. [1] http://www.pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx
  2. [1] http://www.smashingmagazine.com/2009/03/04/15-useful-twitter-plugins-and-hacks-for-wordpress/