Finding our Web Soul

I have Web site envy.

It’s not that I don’t like Strategic Communications Group’s (Strategic) corporate Web presence. The current version of our Web site does its job just fine because it:

-Showcases our social media marketing campaigns for global brands like Microsoft, Cisco, British Telecom (BT), Monster and BearingPoint, as well as emerging growth companies such as Cimcor, Merchant Link and Appian.

-Demonstrates our senior team’s social media and Web 2.0 participation.

-Highlights our unique business model which places a priority on work/life balance for all employees.

-Validates our leadership through traditional public relations coverage.

Yet, the site lacks creativity, as well as differentiation from the myriad of other public relations, social media and marketing communications consultancies out pitching for business.

We have no inspiration or soul and, as a result we have fallen into the “just good enough” trap.

Others in our industry have avoided that trap. Check out ad shop Crispin, Porter & Bogusky. There have been mixed reviews of its unique Web presence, yet it certainly reinforces the notion that the firm delivers innovative thinking.

Then there is PR powerhouse SHIFT Communications and digital design firm R2 Integrated. Each firm’s Web site serves as a marker of differentiation.

Yesterday, I met with a colleague who recently joined Strategic and posed this question: what should we do with the next version of our own corporate Web site to communicate soul and inspiration?

I’m giving her a few weeks to consider, ponder and evaluate. Stay tuned.

Creativity, Control and the Land of Discontent

I totally dig the world of consumer advertising and the creativity of hot shops like Crispin Porter & Bogusky, Wieden + Kennedy, Goodby, Silverstein & Partners, and Mother.

Their work focuses on the idea and how it is best expressed through visual media. When successful, an ad agency’s impact is measured by the campaign’s influence on brand reputation and positioning, as well as sales and revenue generation.

Much of advertising is about creativity for cut through in a crowded and noisy environment. I get that.

What I don’t quite understand is the approach Crispin Porter & Bogusky has taken with this possible new version of its corporate Web site. It is still in beta so I suspect the agency plans to evaluate feedback before going all in.

Crispin has mimicked the approach employed last year by Skittles in which content from a number of social networks -- such as Facebook, Twitter and YouTube -- are aggregated on the Web site.

It is certainly dynamic and demonstrates relevance (or buzz) in the market. However, the site owner forfeits control of content and related messaging and, as a result, assumes a high level of risk. A site designed as a promotional vehicle could quickly digress into a channel for customer discontent.

Now there is a valid argument that the loss of message control serves as the very foundation of credibility in a social media environment. It’s an honest and transparent dialogue which will most likely resonate with key stakeholders.

I do buy into that and believe that for a product like Skittles this creative expression via social media works.

However, in a corporate environment the risk is simply too great. Could unjust negative comments impact client retention or new business? You bet. How about unflattering remarks from a former employee fired for cause? Could that hamper recruitment and retention efforts? It sure could.

There are a myriad of ways Crispin can portray its creativity and hip-ness while mitigating risk. It will be interesting to see how this plays out.