The newcorporate

The corporate
website from
yawn to YEAH! 
 
#sharingintellecta

Part of the Intellecta Group

Your corporate
website has
‘yawn’ written
all over it

16.00

From Yawn to Yeah!  
The corporate website
– Mikkel Noe Westh, Bysted

!

Analysis of the top 100 companies".com" sites
- yawn or yeah?
- Sibel Christensen, Bysted

!

Where Web 2.0 Went Wrong
– Rasmus Haukrogh, Bysted

!

The new corporate website manifest
– Jesper Fagerlund, Bysted 

!

Maersk – A brand new story
– Anna Granholm-Brun
Corporate Brand Manager 
Maersk

18.00

!
!

Questions when you have them + Talk, drinks and tapas until 19.00

!

Mikkel Noe Westh

From Yawn to Yeah!  
The corporate website

mnw@bysted.dk

!

@mikkelnoewesth

If they are all the
same why should I as
a customer or job
seeker choose a
company?

Then why not just
forget the .com site?

Get the power to tell the full story
- don't claim but prove
!

Let the .com be your 
communication hub
!

Tell your story on all digital touch
points
!

Step out of the crowd.  
Create a complete credible brand
!

Create business and attract  
the right employees

You're not talking to an  
anonymous crowd
!

Users expect authentic, dynamic and
personalized communication
!

Look beyond number of unique users.
create ambassadors among fans,
customers, partners and suppliers
!

Let the .com-site be  
your communications hub

Sibel Christensen

Analysis of the top 100
companies ".com" sites
- yawn or yeah?
!

sch@bysted.dk

Companies selected
Sample size

100

Source
 
top1000

Sorted
By number of
employees

Parameter
“Is there a personal story present at …”

Landing  
page

Job &
career

+ External touch points

About 
us

Ranking
1 Not present
2 Very little presence
3 Present but not convincing
4 Clear presence, as supporting content
5 Strong presence, as prioritized content

Corporate  
Landing page
!

Personal storytelling
10
9
8
7
6
5
4
3
2
1
0

Visual storytelling

Corporate
About us section

10
9
8
7
6
5
4
3
2
1
0

Visual storytelling

Corporate
Job & career
section

10
9
8
7
6
5
4
3
2
1
0

Visual storytelling

Corporate
External touch
points 
Score of 4 or 5

Facebook

LinkedIn

Other

35% 21% 19%

Compared
Corporate & social
media
5

4

3

2

1

0
Landing page

About us

Career

Facebook

Twitter

LinkedIn

Youtube

Instagram

And just because we
noticed:
Responsive?

Yes

No

12 %

88 %

So
Personal storytelling is not
used in most corporate
communication
But dig and you shall ﬁnd
(potential)
Because the personal story is
already out there

Rasmus Ellegaard Haukrogh

Where Web 2.0  
Went Wrong

 
- or how we started loving social platforms!

reh@bysted.dk

!

@rasmushaukrogh

Web 2.0.
he web as a platform. 
T
ers as contributors.
Its us
- Tim O’Reilly

Web

Web  

1.0

2.0

Personal websites
mp3 ﬁles
Domain name speculation 
Encyclopedias online

Blogging
Napster
SEO
Wikipedia

“Customers are building your business
for you”
The user an integrated part of  
your website
User could now comment a blog,
subscribe to RSS feed, co-edit a wiki.
Did this engaged the audience  
on your website?

= Abandoned  
corporate websites

…and very living
social networks!

Why did people not
engage on your
smart websites?

Connect customers and employees
Breaking down barriers
Employee

Corporate  
website

Meet

Customer

Social media

Connect customers and employees
Breaking down barriers

Easy interaction  
with brand

Bypassing the  
corporate website

User journey for a potential

Customer

Google
product

Ask friends on
Facebook

Ask brand
question on
Twitter

Compares
prices on
Pricerunner

Buy the product
on multi brand
webshop

User journey for a potential

Employee
Finds job on
Stepstone

Tells about
application on
Twitter

Googles
company

Engages on
Group discussion
to show
dedication

Meets
company
website

Applies for
job via
LinkedIn

Finds
company
on LinkedIn

Browses
current
employees and
contacts

The Social Web  
has almost bypassed the  
B-2-B corporate website’s  
primary functions.
B

A

C
Corporate  
website

Jesper Fagerlund

THE  
NEW CORPORATE  
WEBSITE  
 
A MANIFEST
jfa@bysted.dk

@fagerlund

The 6 commandments
1.
We will not
bore anymore

2.  
Life is what
happens outside
our website

3.  
We will be
authentic, honest
and human

4.  
We will have a
purpose with  
our website

5.  
We will talk
and listen

6. 
We will showcase  
the good we do

Our brands are internationally
popular, the atmosphere is fun and
exciting, and we oﬀer outstanding
opportunities for career and
personal development - both in your
home country and around the world.

And now, back to…
THE  
NEW CORPORATE
WEBSITE  
MANIFEST

1
we will not
bore
anymore
Get a content strategy. Use the voice and tone and the
mechanisms of storytelling to engage your users.

2
Life is what
happens outside
our website
Through other media, news, social, personal, your brand can
be proven not only claimed. Frame real actions, interactions,
messages, stories, outside your site to show it

3
We will be
authentic, honest
and human
Speak with a true voice. Your own voice.  
Be transparent and human.

4
We will have a
purpose with our
website
Do you want to sell something? Get new leads for your business?
Build brand? Or just have an online version of a company presentation

www.mcdonalds.com/us/en/food.html

www.mcdonalds.com/us/en/supplierstories.html#/Beef

5
We will talk and
listen
Facilitate conversations, embrace dialogue,  
be open minded

6
We will showcase
the good we do
When you have a higher purpose, communicate it,
involve everyone in it.

foundation.walmart.com/our-focus/

www.superbrugsen.dk/om+superbrugsen/julestoette

It all adds up
Whats your strategy?
LinkedIn

Facebook

Video

Other media

corporate web

Quora

Oﬄine

Twitter
Instagram

It all adds up
One case to rule them all?

The newcorporate

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