But why have we decided to create it? Does Zooma even really need a corporate site? What did we learn during the process, and what tips would we give to companies looking to create a corporate site of their own? I got answers to all these questions from Anders and Stellan in this episode of The Onlinification Pod.
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Alexander Evjenth: [00:00:00] So welcome, Anders and Stellan.
Stellan Björnesjö: [00:00:02] Thank you, Alex.
Anders Björklund: [00:00:04] Thank you very much, Alexander.
AE: [00:00:06] How are you today, Stellan?
SB: [00:00:08] I'm extremely well today!
AE: [00:00:13] I can only guess why.
SB: [00:00:16] The sun is shining. It's a beautiful spring morning, or spring afternoon.
AE: [00:00:21] And is there a good forecast for the weekend?
SB: [00:00:24] There's a very good forecast for the weekend.
AE: [00:00:27] Nice. So Anders, I heard rumors that you've been sitting working on a ball this week, is that true?
AB: [00:00:36] I actually I've been sitting on a ball working this week trying to keep the balance meanwhile I do other things. Excellent experience, actually.
AE: [00:00:48] Do you have any problems with your back since before?
AB: [00:00:50] Yes, I do, sir.
AE: [00:00:52] And do you feel an improvement of that?
AB: [00:00:56] Very much so.
AE: [00:00:58] Great. Yeah. So today I wanted to talk a bit about the corporate site that Zooma launched recently. And I want to start with asking you Anders, what's the idea behind this corporate site for Zooma?
AB: [00:01:17] The idea is very simple. Due to that, this is one of the things that we usually do for customers. We need to follow our decision to always have a best practice, testing, experimenting on ourselves to then sort of work with the customers. And the corporate site, the group site is an example of what we do and therefore we needed to get one.
AE: [00:01:44] Stellan you've been involved in this project. First of all, what's the purpose of Zooma's corporate website?
SB: [00:01:53] So the purpose of a corporate site in general is often quite different from a product website or services website where you present your offering. If you think about it as sort of a customer journey from, you know, interest, trust, conviction, satisfaction standpoint, it's different when you are approaching investors or journalists or job applicants, which is often the focus of a corporate site. So it's really to separate prospects and customers from those other target groups and to cater to their needs much more efficiently than you could if you blended everything together into one site.
AB: [00:02:35] And there's a fun part of it as well, which is when when we now launched it, we had two questions. One was, is Zoomafor sale? That was one reaction. And the other direction or question was, will you now purchase companies? So it's very interesting. As soon as Zooma had a corporate site then people thought that it's either for sale, or at least two people thought it's either for sale or they're going to start buying things because they have a group site. And we can say two things, Zooma is not for sale and we're not going to buy any companies.
AE: [00:03:17] That's good to clarify. So we do this in order to experiment and gain learnings for us to help companies that need a corporate site. So do you think that all types of companies should have a corporate site or are there specifics?
SB: [00:03:38] No, I think we do it primarily because we want to create best practice. So we need to first, as we have talked about in other episodes, we need to first create an experiment and then see what works and then make it into a best practice. But normally a company of the size of Zooma with the agenda of Zooma, which is, as Anders was saying, not to get sold or buy any other companies, we wouldn't necessarily need to have a corporate site. And we actually have our career section and job applicant section on our main website for that reason.
AB: [00:04:20] And I mean, of course, there's a vast amount of companies, all companies that are listed need to have a group site, and some of them prefer to if they're an international global company, they prefer to separate them, while others have it mixed because they have some kind of thought that if you have a group site on .com because you don't sell anything centrally in the head office, then you can sort of localise the full offering while at the same time we can say that's still the most sort of common search is .com. So if you want to buy something from up from a company, whether they are listed or not, that is how you search. Some companies differ between .com and the group site and some don't.
AE: [00:05:09] And do you have any recommendations there Anders?
AB: [00:05:13] Generally speaking, I think it's two very, very different types of target groups and the investor or if you work with analytics or if you sort of are in the financial target groups, you find your way to find the offering anyhow. But you want to find all the financial data and background in one place in a very easy way. So definitely to have two separate is my basic recommendation. I don't know what Stellan says.
SB: [00:05:47] Yeah. For the reasons mentioned before as well, different target audience with different needs. Yeah. So nobody else is going to sort of delve into five, 10 years of financial history, but an analyst will definitely do if you're a listed company.
AE: [00:06:04] So Anders, what do you think a corporate site should need to include?
AB: [00:06:10] I mean, there are some mandatory things if you are a listed company that you need to fulfill depending on where you are listed as a company. But then you need to, as with all other things - who are we interested in reaching and who's interested in finding out things about us or reaching us? And I think, generally speaking, you need to do an approach as if you would sell something. You need to do an approach of covering all content that could be relevant for the people who are interested or for the ones that you want to reach. And I think you should strive for being way more transparent than the rules tell you to be. If you, for example, are a listed company and I think financial reporting and the financial information that you provide, you should try to add more things than the mandatory stuff. You should try to bring value by showing other types of figures. And I know that's not included in your question, but I challenge all companies in the whole world here and now - show the figures on your corporate site of internal satisfaction and external satisfaction, show it transparently for everyone on your corporate site internally and externally. Show it.
AE: [00:07:48] And when you when you say show those figures, is that an NPS you refer to, or?
AB: [00:07:55] Doesn't matter if it's an NPS or any type of customer satisfaction or employee satisfaction index - show the figures, show them all transparently and show the plan that you have to make them better or keep them or whatever your aim is. That I think is an excellent challenge for all companies in the whole world, having our corporate site or not.
AE: [00:08:19] And Stellan, as I mentioned before, you've been also involved in creating this page. What learnings have you to share now when we have launched it?
SB: [00:08:33] Think through your entire information architecture. So, what information goes where? I know it's a very common theme to end up doing duplicates. Classic one is sustainability and another one is careers, because you often think that if you put it in one place only then, you know, some people might miss it. So whereas I think it's it's just about how clear you are in what information goes where. And do you think that through, rather than to have all information everywhere, doesn't make it easier for anyone.
AE: [00:09:10] But if we take sustainability, for example, and the corporate site is targeting to stakeholders like investors or media, then if you want to to publish content about your sustainability work targeting the customers, should you have it on two different places then, or?
AE: [00:09:33] It's different information. So I don't think your your prospects are sort of very keen to know the nitty gritty things of how your framework for working with sustainability looks like. But they're keen on knowing, you know, what good causes do you support. And, you know, are you using sweatshops or are you paying people a living wage and so on. So like the simple things and then on the corporate site, you can go into all the details of how you actually process that and sort of the governance of it inside your company.
AE: [00:10:19] And Anders, have you noticed any challenges when creating this corporate site and any learnings you want to share?
AB: [00:10:27] I mean, in Zooma's case, I would shortly say no. What in our case was important to remind each other about is that the target group is different. It's not the same phrasings, it's not the same formulations, it's not the same tonality, et cetera. And I would say also from an image perspective that you need to think differently in what you compare with and what you look at and other things. But no, I wouldn't say so. I'll get back to another thing, I would guess later on today or at the end, we'll see. But by the way, Alexander, aren't you impressed by the sound of me today?
AE: [00:11:14] I, uh, yeah. I was blown away when I heard your voice for the first time there. It's so clean.
SB: [00:11:23] Yes, it's very smooth.
AB: [00:11:26] Thank you. Thank you so much. And that it came so spontaneously. I would actually want to take the sort of possibility to say thank you to... Swedish laws prohibit me from telling, but a very frequent listener of ours, his name is Jeff, he runs an e-commerce company, he was so thankful for a reason that I can't mention that he actually sent a pod microphone to me and these very ugly headphones. So thank you so much, Jeff. Very nice. Thank you so much. Sorry if I interrupted anything Alexander.
AE: [00:12:08] No, I want to say thank you as well. It's a very pleasant listener experience as a participant as well to hear your smooth and clear voice.
AB: [00:12:19] And Jeff, by the way, I know you listen. Could you please send a couple more ones? Because we have more colleagues and we love these, is it Røde? It's a Røde Podcaster microphone. Fantastic. Thank you so much, Jeff, but please send more.
AE: [00:12:35] And Stellan, I was wondering, like, if you if you were about to share one tips to our listeners about creating a corporate site, what would that be?
SB: [00:12:47] Anders probably touched upon it already, that it's it's a different audience there for different information who need different tonality. You need to get into the heads of those personas as well if you want to do it well and to think through essentially what your objectives and KPIs are if you want to be really professional about it. And so that you, in essence, have an ROI on your corporate site effort as well.
AB: [00:13:23] Anders, do you have one tips to our listeners about creating a corporate site?
AB: [00:13:28] I hope it was clear that I said one before about being transparent with the satisfaction internally and externally. It could be could be among analysts as well and journalists when it comes to corporate sites, I'll say like this - next quarterly report, next yearly report, stretch yourself a bit. Do show how many team meetings you had since March 2020. Show how many Zoom meetings, show how much money you have saved through not having salespeople travel around the world, how much less you've been affecting the world from an environmental perspective by not traveling by car to the office, by not flying to other countries or meetings and so forth. Show us on your corporate side figures, show us in your quarterly reports and yearly reports other dimensions of the extraordinary times that we live in, and show a plan forward for how you're going to handle this. That will be very, very interesting for everyone analysing your financial status and situation.
AE: [00:14:45] Well, that's very good tips. Thank you both very much for participating today.
AB: [00:14:50] Thank you Alexander, and Jeff, do you remember to send the microphone?