The document discusses the evolution of corporate websites and their integration of social media. It presents an 8-stage framework for how corporate websites can incorporate social features, from no integration to full seamless integration. The framework includes stages such as linking to social media, encouraging sharing on social platforms, and allowing social login on the corporate site. The document argues that brands should thoughtfully plan their social media strategy and identify where their website currently fits in the evolution.

6. 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

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.

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.

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.

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.

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.

30. * Disclosure: An Altimeter Group client. 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.

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.

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.

43. Be Deliberate. Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772 © 2010 Altimeter Group

45. Jeremiah Owyang [email_address] web-strategist.com/blog Twitter: jowyang THANK YOU With assistance from Christine Tran, Researcher

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 [email_address] ABOUT US