The Future of the Corporate Website involves People

A few days ago, I ran a contest for two winners to receive free tickets to the Internet Strategy Forum Summit in Portland. The winning responses, based on insight, ability to back up their predictions and being succinct were Christopher Smith and Kristie.

I’ve selected the two winners, here’s their submissions:

Kristie Connor, a Marketing Consultant
, submits on the concept of ‘fluidity’. I like this concept as the corporate website won’t be the only container of brand and product content but also this content will spread to wherever the conversations flow on the web: Social networks, blogs, friendfeed and wherever else. She writes the following:

“Corporate websites of the future will be less about canned content and more about fluidity. Meaning, the consumer will demand websites that are connected to the ‘users’ and ‘consumers’ personal networks which will promote and instill word of mouth as a best practice for business development and ultimately sales. The infrastructure will be designed in a way that company developed case studies, webinars and such will be replaced by real consumers leaving messages and user created video’s. The back-end will be light and built to accommodate the interactivity of users and social networks. Customer generated content will be ranked higher in search engines and push the website owner to move in the direction to capture mind share.”

Additionally, this evolution will put the consumer in the driver’s seat which will drive accountability from outside in.

Christopher Smith, VP of Digital Media Marketing and the Creative Director at MediaTrust submits an excellent piece highlighting that people, real humans will be front and center, rather than the stock photo and corporate happy talk, I couldn’t hope and agree more. Perhaps the future holds a ‘customized’ social network where people you actually know that work at the company are front and center on the website, or customers that are connected to you on your social graph:

“Jeremiah, in response to your contest I submit the following:

I actually believe in 5 years the “corporate website” as we now it will no longer exist. Gone will be the days of the static brochure site, supported by a “dynamic” sub-branded social community. There will no longer be the “self-service” document download centers, or the video case study hiding the infomercial inside.

I see the corporate website as hub of individuals that become your first point of contact, and guide you through your search for products, service or support. Consider the example of the Apple Retail Store experience and extend that to the web. You are going to the corporate site for a reason. Even casual browsers to a corporate site have a passive agenda. Virtual corporate ambassadors will assist you in your interaction with the company, blurring the lines of sales, CRM, and support, with the use of chat, video feed, guided browsing, VoIP… the list goes on.

How will this happen in 5 years? I have already begun this work for my company’s new site, and have begun working with our customer experience team from the tech side to insure that we begin building the opportunity today and defining the process in design and test.

And yes, I already have the date in my calendar, and plan on attending as much of the conference as I can. The downside of winning your contest will be that I am required to visit my mother in law if I am Portland.”

Doh! Have fun with your mother in law Chris. For additional reference, do read my post on the Irrelevant Corporate Website, and how to evolve it. Although over a year old, we’re just starting to see websites evolve.