Exclusive study: How global companies use the web to engage with the world
Global companies that care about their reputation don’t have to be persuaded that there’s a strong business case for investing in an effective corporate website. At BergHind Joseph, we wanted to find out how the largest, best-resourced companies are using websites and other online tools to communicate with their increasingly critical and demanding worldwide audiences.
We wanted to know:
• How large companies position themselves as ‘global players’. What topics do they address, and what are the top-line messages?
• Whether corporate communication is still largely one-way. Is a process of dialogue emerging, using social media or other online channels?
To find the answers, we visited the websites of the top 100 companies in the Fortune Global 500 2010 (the world’s largest companies ranked by revenues). Our aim was to identify new and interesting developments that we can discuss with our clients and partners.
Our findings in brief:
Our findings in brief:
1. Leading with ideas and innovation
Globally-active companies present themselves as problem-solvers
that address social, economic and environmental issues of concern to
people worldwide. Their discourse is aimed at the global community
rather than the individual consumer.
2. Creating social value
Global companies want to be seen as creators of social value, as well as
financial value. They see sustainability as a business opportunity and
wrap corporate responsibility into their business strategies, rather than
seeing it as a reputational insurance-policy or PR exercise.
3. Opening up to dialogue
Global companies are beginning to use their websites as engaging,
multi-media communication platforms instead of ‘virtual filing
cabinets’. Many sites now have links to social media, as companies seek
to create dialogue with their adversaries as well as their friends.
You can download a full copy of the research study here.
*This study is a website review, as opposed to a website audit: we did not score or rank the websites we visited.
