|By Matt Goddard||
|November 2, 2007 01:15 AM EDT||
Jeremiah Owyang, of the popular Web Strategy by Jeremiah blog (and now an analyst at Forrester), wrote a post several months ago entitled The Irrelevant Corporate Website. And in typical Owyang style, it is thought-provoking and has been translated into several languages, including Greek, Swedish, and German. As one of the owners of a digital marketing and communications company, I'd like to extend Owyang’s argument that the corporate Website is irrelevant, and present a framework that just might make it more relevant than ever.Let's consider the pages of a traditional corporate Website. They include an “about me” page, a contact page, a careers section, and probably a page with news and press releases. The words look good on paper, and, more than likely, a committee gave the final sign-off on the site's content. Visitors frequented these pages because they wanted to learn about the company's products and services, contact the company by phone to request more information, or find a job.The Web is very different now. Some call it Web 2.0 or even 3.0. Perhaps we should just call it the Social Web, because that is exactly what it is. Communities have formed. People are socializing around products and writing reviews, leaving job tips for one another, and even filming do-it-yourself commercials for the products that they are passionate about.On a daily basis, I am reminded of the pioneering book on networked marketing, The Clue Train Manifesto, whose premise was that markets were conversations: You and me, over a cup of coffee talking about great (maybe even bad) products, except that we are separated by thousands of miles of fiber-optic cable. I'll be honest – it’s an exciting time to be in marketing.It is important to remember, though, that your market isn't stupid. They are the ones who really know about your products, and they use natural language to tell their friends about them. So when the coffee is too hot at the drive-through, they’ll use simple and poignant language when describing the experience. When your cable technician falls asleep on their living room sofa, they’re going to talk about that – perhaps with a video to help tell the story. When they try to cancel their Internet access and can't, your market is going to talk about that, too. And these conversations have been taken to the Web. Social networks, social media, and online communities have received a lot of hype; however, they are not a fad. These tools complement how people naturally interact with one another. People are social. Not only are people social, but they are naturally curious. Imagine a customer performs a Google search on your company and the results include a reported problem with your product. If this person investigates the issue and the trail goes cold in the comments, what does this say to the searcher? Now let’s imagine the same situation, but the comments includes a representative of your firm providing some clarity on the issue or even demonstrating how they have incorporated changes for the next release. Of the two scenarios, which would you rather see as a social and curious person? At my company, we have designed a social media distribution framework (www.r2integrated.com/social). After several conversations with my team, I realized that we weren't necessarily distributing social media; rather, we were aggregating it from the outer edges of the Web where the conversations were. Because we know that customers are out on the Web socializing, our thought process behind the framework was that we would create content for these communities in order to connect to the market. The following framework illustrates how you can use social media as part of your comprehensive Web strategy. We like this framework because it presents an opportunity for all companies to experiment and work within their comfort levels. For this scenario, we have framed these examples within the context of a product release.If you are new to social media, in terms of the tools and technology or how to integrate them into your product release strategy, consider the following activities.Sign up for a del.icio.us account. It’s a free social bookmarking service. As you release your product, find some interesting articles or blog posts on the Web and bookmark them. Because your prospects and customers typically search the Web for reviews and recommendations, you can help them save time by rounding up some of the more interesting ones. Even when the articles that you find aren't necessarily positive, you should bookmark those, too. Your customers will find them anyway (you did), and you'll earn their trust by presenting a different viewpoint. Furthermore, your R&D department will appreciate the fact you did some of their work for them. By using some of the tools that come with a del.icio.us account, you can even integrate those links directly into your Website.If you want to try some more intermediate or even advanced techniques for using social media, you can move from collecting third-party content to producing your own. There are two principal ways that you can do this. First, as part of your product release strategy, you can develop some video content. Because we know that customers and prospects are searching the Web for reviews and testimonials, you have a lot of in-house knowledge that you can tap and distribute on the Web. For example, as part of your product release strategy, you can interview some of the engineers and quality assurance personnel who ensure product quality or safety. Start with an inexpensive video camera and conduct some informal interviews. Ask them about your product and how their role at the company directly shaped the product that we see in the marketplace.Just as your del.icio.us account provided the tools for embedding its content, popular video sharing platforms, such as YouTube or Blip.TV, also provide this functionality. If you’re not sure where to put these bookmarks and video on your Website, you can always start a blog. WordPress is a popular open source blogging product that is easy to install and configure, and the framework allows multiple content items from various sources. As your product gains or loses traction in the market, consider posting some additional videos. If you really want to be out on the edge, interview your customers and ask them what they think, what they like, and what they dislike.If you’re ready to move beyond bookmarks and video, you can always release your product in a blog post and experiment with comments. If the thought of not having control over the content comments is worrisome, we recommend having a solid set of guiding principles in place that illustrate what behavior is suitable. Because comments can always be placed in a queue, you can always review them for quality and value.Social media isn't for everyone. If you are the type of company with enthusiastic customers, it might just be the type of content that you need – not only for R&D, but also to earn trust. If you are committed to innovation and customer loyalty, consider adopting some of the tools that we have discussed here. If you are as honest with your customers as they are with you, your products and services will only get better. So, Jeremiah, we think the corporate Website is as relevant as ever.
|Paul Chaney 10/31/07 12:35:20 PM EDT|
You included a hyperlink to a site that was password protected. Why? You yanked my chain!
|Jeremiah Owyang 10/31/07 11:23:15 AM EDT|
Thank you so much for extending the conversation, you've provided some practical 'how to' steps for those to start and keep relevant.
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Jul. 23, 2016 08:45 PM EDT Reads: 1,625
CenturyLink has announced that application server solutions from GENBAND are now available as part of CenturyLink’s Networx contracts. The General Services Administration (GSA)’s Networx program includes the largest telecommunications contract vehicles ever awarded by the federal government. CenturyLink recently secured an extension through spring 2020 of its offerings available to federal government agencies via GSA’s Networx Universal and Enterprise contracts. GENBAND’s EXPERiUS™ Application...
Jul. 23, 2016 08:30 PM EDT Reads: 1,760
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 23, 2016 08:30 PM EDT Reads: 2,003
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 23, 2016 08:00 PM EDT Reads: 2,399
Big Data engines are powering a lot of service businesses right now. Data is collected from users from wearable technologies, web behaviors, purchase behavior as well as several arbitrary data points we’d never think of. The demand for faster and bigger engines to crunch and serve up the data to services is growing exponentially. You see a LOT of correlation between “Cloud” and “Big Data” but on Big Data and “Hybrid,” where hybrid hosting is the sanest approach to the Big Data Infrastructure pro...
Jul. 23, 2016 08:00 PM EDT Reads: 1,764
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
Jul. 23, 2016 07:15 PM EDT Reads: 1,858
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
Jul. 23, 2016 07:00 PM EDT Reads: 832
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Jul. 23, 2016 06:15 PM EDT Reads: 770
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
Jul. 23, 2016 06:00 PM EDT Reads: 1,867
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 23, 2016 05:30 PM EDT Reads: 1,706
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, discussed how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technologi...
Jul. 23, 2016 05:00 PM EDT Reads: 932
Unless your company can spend a lot of money on new technology, re-engineering your environment and hiring a comprehensive cybersecurity team, you will most likely move to the cloud or seek external service partnerships. In his session at 18th Cloud Expo, Darren Guccione, CEO of Keeper Security, revealed what you need to know when it comes to encryption in the cloud.
Jul. 23, 2016 04:00 PM EDT Reads: 2,297
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
Jul. 23, 2016 04:00 PM EDT Reads: 1,970
What are the successful IoT innovations from emerging markets? What are the unique challenges and opportunities from these markets? How did the constraints in connectivity among others lead to groundbreaking insights? In her session at @ThingsExpo, Carmen Feliciano, a Principal at AMDG, will answer all these questions and share how you can apply IoT best practices and frameworks from the emerging markets to your own business.
Jul. 23, 2016 03:45 PM EDT Reads: 1,499
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jul. 23, 2016 03:30 PM EDT Reads: 1,836
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Jul. 23, 2016 03:15 PM EDT Reads: 810
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Jul. 23, 2016 03:00 PM EDT Reads: 1,649
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
Jul. 23, 2016 02:30 PM EDT Reads: 1,701
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Jul. 23, 2016 02:15 PM EDT Reads: 628
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
Jul. 23, 2016 01:00 PM EDT Reads: 826