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18 June 2012
Five corporate sites that focus on innovation
Senior Consultant | Read all Martina's posts
When companies talk about what it is that will make them succeed, they'll often namecheck innovation. But it’s a case of oft cited, seldom demonstrated – trying to find anything on the corporate web site about that innovation can be an unsatisfactory experience.
There are some things companies aren’t going to be able to talk about. But expecting people to take your word for it means your claims to innovation don't really go beyond corporate cliche.
Here are five companies who are showing how they're innovative on the corporate web site – what others would you suggest?
The Innovation section in GE's corporate site is the first item in the navigation and contains video case studies as well as links to The GE Show (focusing on technology) and the GE Global research site.
The Innovation section on GE's web site
But what's notable is the way GE integrates innovation across its online communications. We’re encouraged to follow the company’s innovators on Twitter and other social media channels. And the site home page also draws on social media to lead on how the company is innovating in four categories: moving, curing, powering and building.
This section isn't explicitly labelled innovation and is perhaps all the more effective for it. Trends in logistics provides in-depth information on the challenges the industry has to meet – and so provides context for the company’s innovative approach. The content includes the 'Delivering tomorrow' blog.
Like Deutsche Post, Shell focuses on providing the context for its innovations. Its Future of Energy section includes scenario planning information, with speeches, slides, podcasts and video. There’s also a iPad app showcasing innovation stories.
It's not about having the most showy content. This top-level section delivers familiar corporate web site content with an innovation twist: timeline, hot topics, events, publications, a glossary, contacts and news from around the world.
Unilever’s section shows the importance of innovation to the company. The messaging stresses Unilever's integrated approach – the connection between the business, brands, sustainability and innovation (also, the four main navigation items). Innovation is what's needed for the company to deliver its sustainability/business goals.
And, of course, another way companies can show that they’re innovative is in the way that they communicate online – but that’s another story.
Any statements made in these blog posts are the views of the blogger and do not necessarily represent the views of The Group.