|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.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
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Noted IoT expert and researcher Joseph di Paolantonio (pictured below) has joined the @ThingsExpo faculty. Joseph, who describes himself as an “Independent Thinker” from DataArchon, will speak on the topic of “Smart Grids & Managing Big Utilities.” Over his career, Joseph di Paolantonio has worked in the energy, renewables, aerospace, telecommunications, and information technology industries. His expertise is in data analysis, system engineering, Bayesian statistics, data warehouses, business intelligence, data mining, predictive methods, and very large databases (VLDB). Prior to DataArcho...
Oct. 2, 2014 11:00 AM EDT Reads: 1,169
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Oct. 2, 2014 11:00 AM EDT Reads: 1,206
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
Oct. 2, 2014 08:00 AM EDT Reads: 1,384
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
Oct. 2, 2014 08:00 AM EDT Reads: 1,235
IoT is still a vague buzzword for many people. In his session at Internet of @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, will discuss the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. The presentation will also discuss how IoT is perceived by investors and how venture capitalist access this space. Other topics to discuss are barriers to success, what is new, what is old, and what the future may hold.
Oct. 1, 2014 10:00 PM EDT Reads: 1,875
Whether you're a startup or a 100 year old enterprise, the Internet of Things offers a variety of new capabilities for your business. IoT style solutions can help you get closer your customers, launch new product lines and take over an industry. Some companies are dipping their toes in, but many have already taken the plunge, all while dramatic new capabilities continue to emerge. In his session at Internet of @ThingsExpo, Reid Carlberg, Senior Director, Developer Evangelism at salesforce.com, to discuss real-world use cases, patterns and opportunities you can harness today.
Oct. 1, 2014 08:30 PM EDT Reads: 2,253
All major researchers estimate there will be tens of billions devices – computers, smartphones, tablets, and sensors – connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be!
Oct. 1, 2014 05:00 PM EDT Reads: 2,447
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation and integration; and visibility through intelligent business operations and big data.
Sep. 30, 2014 10:30 AM EDT Reads: 1,635
There will be 50 billion Internet connected devices by 2020. Today, every manufacturer has a propriety protocol and an app. How do we securely integrate these "things" into our lives and businesses in a way that we can easily control and manage? Even better, how do we integrate these "things" so that they control and manage each other so our lives become more convenient or our businesses become more profitable and/or safe? We have heard that the best interface is no interface. In his session at Internet of @ThingsExpo, Chris Matthieu, Co-Founder & CTO at Octoblu, Inc., will discuss how thes...
Sep. 29, 2014 06:45 AM EDT Reads: 1,944
Last week, while in San Francisco, I used the Uber app and service four times. All four experiences were great, although one of the drivers stopped for 30 seconds and then left as I was walking up to the car. He must have realized I was a blogger. None the less, the next car was just a minute away and I suffered no pain. In this article, my colleague, Ved Sen, Global Head, Advisory Services Social, Mobile and Sensors at Cognizant shares his experiences and insights.
Sep. 28, 2014 09:45 AM EDT Reads: 1,587
We are reaching the end of the beginning with WebRTC and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) ir...
Sep. 27, 2014 11:30 PM EDT Reads: 1,965
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT. Attendees will learn rea...
Sep. 27, 2014 10:30 PM EDT Reads: 1,876
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at Internet of @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, will share some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder ...
Sep. 27, 2014 10:30 PM EDT Reads: 2,340
The Internet of Things (IoT) promises to create new business models as significant as those that were inspired by the Internet and the smartphone 20 and 10 years ago. What business, social and practical implications will this phenomenon bring? That's the subject of "Monetizing the Internet of Things: Perspectives from the Front Lines," an e-book released today and available free of charge from Aria Systems, the leading innovator in recurring revenue management.
Sep. 27, 2014 09:45 PM EDT Reads: 2,560
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges.
Sep. 27, 2014 08:45 PM EDT Reads: 2,447
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at 6th Big Data Expo®, Hannah Smalltree, Director at Treasure Data, to discuss how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other mach...
Sep. 27, 2014 01:00 PM EDT Reads: 2,108
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Erik Lagerway, Co-founder of Hookflash, will walk through the shifting landscape of traditional telephone and voice s...
Sep. 26, 2014 11:45 PM EDT Reads: 1,636
While great strides have been made relative to the video aspects of remote collaboration, audio technology has basically stagnated. Typically all audio is mixed to a single monaural stream and emanates from a single point, such as a speakerphone or a speaker associated with a video monitor. This leads to confusion and lack of understanding among participants especially regarding who is actually speaking. Spatial teleconferencing introduces the concept of acoustic spatial separation between conference participants in three dimensional space. This has been shown to significantly improve comprehe...
Sep. 26, 2014 10:45 PM EDT Reads: 1,552
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, will discuss single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example...
Sep. 26, 2014 07:45 PM EDT Reads: 2,363