For the last week I have been scouring some sites for best practices. During my search I have come across the occasional moment of interest. But more often I have found great ideas that weren’t fully executed. Fantastic puzzle pieces that never create the whole picture. Missed opportunities for sites to really shine.
This got me thinking about what makes up a best practice. Here’s my take: Read More→
Overall: Oracle.com
Usability & Effectiveness: IBM Software Group
Content, Features & Capabilities: Oracle.com
With two companies performing complete site overhauls–and one nudging its site into place over the past year—rankings were bound to change in 2011. So which sites were the major movers and shakers over the past 12 months? Which ones are the sites to watch through 2012? Here’s the rundown from first place to last: Read More→
This week, we took the new Intel.com site for a spin. Let’s just say there’s more (and less) to this site than meets the eye.Intel.com’s latest redesign is like buying an exotic car. It is visually striking, can be fun to drive, and has more bells and whistles than other cars on the road. But going exotic has tradeoffs. Choosing to pass on getting the full options package can leave the driving experience far less exciting than advertised. In fact, it may even break down–always in inconvenient locations. And the unique controls and design that seems edgy and innovative in the beginning quickly become confusing and irritating.
Overall: IBM.com
Usability: IBM.com
Content, Features & Capabilities: HP.com
But the siteIQ eBusiness Index is always about more than just rankings, ratings, and numbers. So what’s the story about what happened over the past 12 months? Here’s the rundown from first place to last: Read More→
Kenna posted four new case studies last week – all around IBM.com’s Smarter Planet zone and the new “cult of personality” we see on this site. If you haven’t spent some quality time on this piece of IBM.com real estate, it’s time to dust your dancing shoes off and go for a spin.
Each of the case studies focuses on a different design or content best practice—but for my money, the “cult of personality” discussion is a compelling moment of brilliance. It looks like the IBM Smarter Planet team has actually cracked the code on how to marry social media behaviors with the company’s core business propositions. Here’s a thirty second summary of Kenna’s POV.
I don’t talk about Oracle.com much. In fact, I speak about them so little that one would be lead to believe that I hold a grudge against them. Sure, they unceremoniously erased one of the best enterprise systems sites from the Internet–Sun.com. But, I won’t hold that against them. No, I don’t write about them much for one reason:
My Mother taught me if you don’t have something nice to say about someone, don’t say anything at all.
There’s a litany of issues I have with Oracle.com ranging from design to innovation (or rather a lack thereof). But today, my rant is about Oracle.com’s content. Read More→
Why The Gap’s latest social media strategy workedDid you hear that the blue jean giant The Gap announced a new logo? Yeah, it didn’t create a blip on my radar either. I work in the tech biz, and I don’t shop at The Gap.
But what did get my attention is how it’s re-branding effort bombed (and was subsequently pulled) solely based on the public outcry on social media outlets.
There are many blog posts and news outlets weighing in on The Gap’s misguided design decision, and the stunning influence social media can have on corporate decisions. Some blogs even present the intriguing (if not a bit far-fetched) hypothesis that The Gap’s social media strategy was actually an ingeniously crafted publicity stunt formulated to increase holiday sales and bolster waning stock performance.
So was the The Gap’s decision to announce its new logo using Facebook and Twitter a public gaffe or social coup? President of Gap Brand North America, Marka Hansen believes they “did not go about this the right way.” Sorry Ms. Hansen, I disagree. To my mind, it is proof positive that when a company employs social media properly—intentionally or accidentally—it strikes gold. Read More→
4 questions every Web team should answerThe other day, I was thinking about the latest social media snafu HP.com’s Networking zone recently ran into. Its experience is an important lesson about how dangerous displaying the musings, and sometimes wrath, of the masses can be. This led me to ponder: what questions do Website teams need to ask themselves before deciding to pipe social media content onto their Website pages? Off the top of my head, four major questions come to mind:
What is the objective? Why are you planning to use social media in the first place? This isn’t to say that your Web team shouldn’t consider social media; only that you need to ask yourself some tough questions before you start. Read More→
HP.com brings a knife to a gunfightWhen social networking sites hit the Internet, companies spent many, many months watching it with a wary eye. But once leading IT companies (such as Sun, Dell, and Cisco) took the leap, the race to integrate social media into a company’s marketing mix was on. This has led almost every company to declare social media as a major influence—if not the cornerstone—of its future marketing strategies.
Bold pronouncements aside, the reality is this: most companies are scared silly because they don’t have the faintest idea about how and when to use social media to their advantage.
They should be scared.
As a case in point, let’s consider how HP.com’s new “Change the rules of networking” campaign and associated Web page goes off the rails. This page launches the new face of HP Networking using the perfect combination of “hip & happenin’” content. Lightbox videos. Web 2.0 behaviors. Twitter. You name it. With all these cool new ingredients, where could HP.com possibly go wrong?
Let us count the ways.
I can’t quite figure out why so many companies avoid putting prices on their Website. Actually, I do know. The company’s sales force wants to embargo product prices to force Web visitors to fill out that pesky contact form or engage in an online sales chat. This, they say, allows them to sell the product’s value and benefits, and work around the product’s price.
This is a big mistake. Here’s three reasons why.
