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Corporate website trend: From destination to platform

Summary: Moving ‘from destination to platform’ is the sixth corporate website trend we identified. This post is part of a series of blog posts in which we look at trends for corporate websites.

The Web is a platform. Facebook is a platform. Why not the corporate website? At the moment, most corporate websites simply serve as a destination. People looking to accomplish something visit the website, (hopefully) complete their task and leave. In most cases the website is not a place where like-minded people are able to connect with each other.

Much thought and consideration is needed for extending a corporate website to become a platform, especially if the main audience consists of journalists, investors, CSR professionals and career seekers. You will need to come up with well defined use cases and reasons for the audience to engage and connect with each other.

HP provides access to its consumer and enterprise support forums through its corporate website. The forums run on a different platform – Lithium. Lithium is a well-known provider for (external) communities.

HP Support Forum

HP support forums integrated into the HP corporate website

Interestingly, HP have applied the corporate look&feel to the support forums making it a seamless experience for users. HP might think about a deeper integration with content from other parts of the corporate website. For example, users of the forums have at least some degree of HP product knowledge. Many are even experts in their field. If HP want to attract those talented people, why not display job adverts somewhere on the support forums (see similar General Electric that advertises the number of open positions on their homepage) or target those people directly?

Hershey’s has integrated a crowd-sourcing application that lets users share ideas about new products, packaging and technology.

Hershey's - Submitting ideas

Hershey’s – Submitting ideas

I am not sure how successful this process is given the intimidating language and terms. It also fails to involve a wider audience by allowing them to review, like, vote or comment on submitted ideas by others. In the end it feels like a slightly more advanced ‘Suggestion Box’.

Dell with its IdeaStorm has made a better implementation of what I mentioned above. It is a sustainable and successful crowd-sourcing initiative. Whilst it is not integrated into the corporate website, it is a primary example of running such crowd-sourcing projects.

Dell's Idea Storm

Dell’s Idea Storm

 

Another example of moving a corporate website from destination to platform is Eni. The Italian multinational oil and gas company provides access to a restricted area to clients, journalists, employees and others.

eni_access

It is not apparent whether the target audience is offered only additional content or whether Eni offers means to its audience to connect and network with each other.

As I mentioned before, corporate websites moving from simple destination to becoming a platform is tricky. Putting the technical requirements in place is easy. But nurturing and sustaining a community requires a lot of attention, time and potentially budget. But it is an interesting idea to build closer, emotional relationships between people working at your company and your audience.


This blog post is part of a series of posts in which we delve into the trends for corporate website that we have identified. The series:

  1. From static to real-time information
  2. From text to active content
  3. From channel to canvas
  4. From desktop to mobile
  5. From single source of truth to the provider of different opinions
  6. From destination to platform
  7. From providing information to providing a service
  8. From company centric design to user centric design
  9. From single launch to continuous improvement

© Picture Credit: Max Corteggiano

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