evolution of the corporate site
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COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
Evolution of the Corporate Site
Presented by Resource Interactive & The Coca-Cola Company
July 30, 2009
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• Monthly webinar series
• iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the icitizen
• Topics ranging from social media to consumer personas and beyond
• iCitizen Symposium: May, 2010 in Columbus, Ohio
• For more information, visit: www.resource.com/icitizen
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speakers
Susan AshleyExecutive Director of Consumer Goods
Anne CarelliManager of Digital Communications
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agenda
• Evolution of Corporate Web Presence
• Corporate Communications Opening Up
• Trends that Matter
• 4 Things You Can Do Today
• Q&A
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EVOLUTION OF CORPORATE WEB PRESENCE
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Source: Stealingshare.com, 2009
70% of U.S. consumers believe
that U.S. companies are falling behind in meeting consumer expectations.
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traditional definition of corporate web site
• A site that provides information specifically focused on investor relations
• Corporate sites differ from ecommerce, brand or portal sites in that they provide information to the public about the company rather than transacting business or providing other services.
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evolution of corporate web sites
InvestorFocused
MID – LATE 1990S
• A site that provides information specifically focused on investor relations
• Corporate sites differ from ecommerce, brand or portal sites in that they provide information to the public about the company rather than transacting business or providing other services.
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– 2000 investor focused
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evolution of corporate web sites
InvestorFocusedMID – LATE 1990S
Brand Portfolio Overview2000 – 2002
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Limited Brands - 2002
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evolution of corporate web sites
InvestorFocusedMID – LATE 1990S
Brand Portfolio Overview2000 – 2002
Recruiting Talent2002 – 2003
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Limited Brands - 2003
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evolution of corporate web sites
InvestorFocusedMID – LATE 1990S
Brand Portfolio Overview2000 – 2002
Recruiting Talent2002 – 2003
Reputation and Crisis Management2003 – 2006
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– 2003 - 2006
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Corporate & Social Responsibility2006 – 2009
Recruiting Talent2002 – 2003
Reputation and Crisis Management2003 – 2006
evolution of corporate web sites
InvestorFocusedMID – LATE 1990S
Brand Portfolio Overview2000 – 2002
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Coca-Cola – 2007- 2009
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Coca-Cola – 2007- 2009corporate social responsibility
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CORPORATE COMMUNICATIONS OPENING UP
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consumers to icitizens
Consumer has become an insufficient term.Consumers are or will become icitizens, continually empowered by the digital world to become actively involved in brands and companies in a desire to not just consume, but to make a difference and impact the world they live in.
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consumers becoming icitizens
“How many of your assets does a consumer want to access in today’s web-made world? All of them. Right now. It’s time to open.”
— Tim Armstrong
President, NA Advertising and Commerce
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O.P.E.N. Dialogue2009 AND BEYOND
O.P.E.N. is not be limited to brands
Corporate & Social Responsibility2006 – 2009
Recruiting Talent2002 – 2003
Reputation and Crisis Management2003 – 2006
InvestorFocusedMID – LATE 1990S
Brand Portfolio Overview2000 – 2002
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corporate communications becoming O.P.E.N. empowers icitizens
icitizentryThe New Investor
Brand Portfolio Overview
Recruiting Talent
Reputation & Crisis
Management
Corporate & Social
Responsibility
O.P.E.N. Dialogue
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risk of status quo
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TRENDS THAT MATTER
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TRENDS FUELING ICITIZENRY:
Eco Everything
FLATPACK DESIGN
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TRENDS FUELING ICITIZENRY:
Anti-Consumption
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TRENDS FUELING ICITIZENRY:
Open Innovation
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TRENDS FUELING ICITIZENRY:
Consumer-InfluencedeCommerce
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TRENDS FUELING ICITIZENRY:
Tuangou
Shoppers team up for better dealsShoppers team up for better deals
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TRENDS FUELING ICITIZENRY:
Social Media on the Corporate Radar
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Source: “The world’s most valuable brands. Who’s most engaged?” ENGAGEMENTdb.com
opportunity
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2009 redesign objective
To reinforce the strength and dynamic nature of The Coca-Cola Company’s business through leadership, global reach and breadth of portfolio
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O.P.E.N. dialogue and engagement
Why O.P.E.N.?
• Increase accessibility to the social web
• Highlight sustainable business practices and community efforts
• Demonstrate continuing relevance and ubiquitous reach in social media
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O.P.E.N. dialogue and engagement
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O.P.E.N. dialogue and engagement
Important Considerations
• Despite leadership buy-in, legal and regulatory not completely comfortable
• Compromises made on some ideas
• Make sure TCCC can update on a moment’s notice
• Approvals and rights over user-generated content
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O.P.E.N. dialogue and engagement
What’s Next
• Feature user-submitted images on homepage
• Get legal approval of Google Rising Searches gadget
• Moving the landing pages of the site to allow for user generated content
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the future: communications transparency
My Starbucks Idea
Change.gov
Dell IdeaStormLance Armstrong twitter poll
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FOUR THINGS YOU CAN DO TODAY
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Begin to actively and consistently listen to what icitizens are saying about your organization
1what you can do today
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Find out what conversations and issues are most important to icitizens and engage in authentic dialog on those topics
what you can do today
2
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Be prepared to admit your company’s vulnerabilities and mistakes and openly include icitizens in problem solving
what you can do today
3
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Help facilitate icitizen communities and networks on an ongoing basis
what you can do today
4
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dialogueLet’s talk.