Evolution of the Corporate Site

COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

Evolution of the Corporate Site

Presented by Resource Interactive & The Coca-Cola Company

July 30, 2009

• 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

speakers

Susan AshleyExecutive Director of Consumer Goods

Anne CarelliManager of Digital Communications

agenda

• Evolution of Corporate Web Presence

• Corporate Communications Opening Up

• Trends that Matter

• 4 Things You Can Do Today

• Q&A

EVOLUTION OF CORPORATE WEB PRESENCE

Source: Stealingshare.com, 2009

70% of U.S. consumers believe

that U.S. companies are falling behind in meeting consumer expectations.

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.

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.

– 2000 investor focused

evolution of corporate web sites

InvestorFocusedMID – LATE 1990S

Brand Portfolio Overview2000 – 2002

Limited Brands - 2002

evolution of corporate web sites

InvestorFocusedMID – LATE 1990S

Brand Portfolio Overview2000 – 2002

Recruiting Talent2002 – 2003

Limited Brands - 2003

evolution of corporate web sites

InvestorFocusedMID – LATE 1990S

Brand Portfolio Overview2000 – 2002

Recruiting Talent2002 – 2003

Reputation and Crisis Management2003 – 2006

– 2003 - 2006

Corporate & Social Responsibility2006 – 2009

Recruiting Talent2002 – 2003

Reputation and Crisis Management2003 – 2006

evolution of corporate web sites

InvestorFocusedMID – LATE 1990S

Brand Portfolio Overview2000 – 2002

Coca-Cola – 2007- 2009

Coca-Cola – 2007- 2009corporate social responsibility

CORPORATE COMMUNICATIONS OPENING UP

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.

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

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

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

risk of status quo

TRENDS THAT MATTER

TRENDS FUELING ICITIZENRY:

Eco Everything

FLATPACK DESIGN

TRENDS FUELING ICITIZENRY:

Anti-Consumption

TRENDS FUELING ICITIZENRY:

Open Innovation

TRENDS FUELING ICITIZENRY:

Consumer-InfluencedeCommerce

TRENDS FUELING ICITIZENRY:

Tuangou

Shoppers team up for better dealsShoppers team up for better deals

TRENDS FUELING ICITIZENRY:

Social Media on the Corporate Radar

Source: “The world’s most valuable brands. Who’s most engaged?” ENGAGEMENTdb.com

opportunity

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

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

O.P.E.N. dialogue and engagement

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

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

the future: communications transparency

My Starbucks Idea

Change.gov

Dell IdeaStormLance Armstrong twitter poll

FOUR THINGS YOU CAN DO TODAY

Begin to actively and consistently listen to what icitizens are saying about your organization

1what you can do today

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

Be prepared to admit your company’s vulnerabilities and mistakes and openly include icitizens in problem solving

what you can do today

3

Help facilitate icitizen communities and networks on an ongoing basis

what you can do today

4

dialogueLet’s talk.

thank you

www.resource.com/icitizen

GET AN O.P.E.N. [email protected]

VISIT: [email protected]