우리 회사의 영문 홈페이지 점수는 ?

B-M ‘Digital’ | 2008/09/25 21:21

버슨 마스텔러의 독자적 tool 인 " DIGITAL CHECK UP " 의 한 축을 이루는 새로운 서비스 상품, BMWB ( Burson Marsteller website benchmarking ) 에 대한 기사를 올립니다.

Website Benchmarking 이란 Burson Marsterller 가 새롭게 론칭한 서비스로, 고객의 website 와 브랜드가 얼마나 경쟁력이 있는지를 분석해주는 서비스입니다.

경쟁 회사의 웹사이트와 자사의 사이트를 직접 비교하여 기술적인 구현과 세련됨을 넘어서 " communication" 과 " 고객의 행동에 미치는 영향력" 이라는 점에 focus 하여 전략적인 개선점을 제안합니다.

Website Benchmarking 을 요청할 경우, 그 회사의 key stakeholder 를 파악하여 그에 맞는 팀을 구성합니다. analyst 들은 디자인, 접근성, 내용과 message 의 적합성을 판단합니다. 블로그, 위젯, 태그, UCC 를 올릴 수 있는 커뮤니티 페이지 제공, 게임이나 퀴즈, RSS feed 등의 interactive 요소등이 고객과의 소통, 참여( engagement ) 를 이끌어낼 수 있도록 제대로 활용되고 있는지도 주요한 고려 요소 중 하나입니다.

모든 회사나 조직은 고객으로부터, supplier와 직원, 미디어와 정부 기관 등 다양한 stakeholder 들을 갖고 있고, 이러한 stakeholder 들이 해당 회사 또는 단체, 그회사의 제품이나 서비스에 대해 어떤 인식을 갖게되고 어떻게 반응하게 되는가는 그들이 정보나 경험을 얻게되는 창구, 접점에 달려 있습니다. 그리고 이런한 창구 또는 접점은 신문, 방송, 소문 등에서 이제 점점 website 가 되어가고 있습니다. BMWB 의 특징은 웹사이트를 분석함에 있어 stakeholder 를 중요하게 고려한다는 점입니다. 첫인상을 줄 수 있는 기회는 한 번 뿐입니다. stakeholder 의 관심사와 needs 를 제대로 catch하여 좋은 첫인상을 남기도록 최적화된 website 를 구현하는 것, BMWB 입니다.

이 서비스를 통해, 한국의 global 기업의 영문 홈페이지가 제대로 된 홍보 수단으로 자리잡을 수 있기를 희망합니다. 한국의 홈페이지는 기술이나 디자인에 있어서는 어느 나라의 홈페이지보다 앞서 있습니다만, 영문 홈페이지의 경우 해외의 소비자나 정부 단체, supplier 등 stakeholder 의 특징이 고려되지 않은 경우가 대다수입니다. 기술과 디자인을 넘어 target 의 심리와 행동적 특징을 고려한 content와 message 에 focus 를 두고 웹사이트의 건강 검진을 해볼 때가 되었습니다.

London, 17 September 2008 - Burson-Marsteller, a leading global public relations and communications firm today announced it is launching a new service which will offer a website benchmarking capability to clients. As part of its wide range of digital products, Burson-Marsteller adds a new perspective on analysing brand and corporate sites in an increasingly competitive web-context.

Burson-Marsteller has developed a website benchmarking methodology that shows how a website compares to the sites of direct competitors as well as other businesses in an industry or other organisations within a given field. The assessment provides recommendations on strategic improvements with a special focus on corporate communications and behavioural criteria that go beyond technological features.

The product, Burson-Marsteller Website Benchmarking, provides a tailored team of analysts for every client based on who their key stakeholders are. Analysts review the website and assess its performance based on their own individual perspectives. The analysis considers every single aspect of the site in comparison with competitors - from design, accessibility and usability to content and messaging.

Dialogue and engagement potential are key elements, in particular interactive features such as blogs, widgets, tag clouds, community pages with user-generated content, games and quizzes and RSS feeds.

“Every organisation has a broad spectrum of stakeholders ranging from customers, suppliers and employees to regulators and the media. How they perceive and respond to the organisation and its products or services depends on the range of "touch points" they are exposed to. In most cases, it is now the internet that is the primary point of contact for stakeholders, and the key differentiator of the Burson-Marsteller Website Benchmarking is that these groups are part of the review process. This provides a unique perspective on how well a website is responding to its stakeholders needs. These insights are crucial since there is never a second chance to make a first impression,” says Stéphanie Bonnet, Digital Practice Leader at Burson-Marsteller EMEA.

The Website Benchmarking report summarises the findings of the analysis and provides clients with a report card and plan of action to improve their positioning, perception and communications performance in the digital world.

The report includes charts that show how a site performs against the sites of competitors and peers for each of the criteria examined. Clients can quickly identify areas for improvement and best practices for their websites.

Clients are also provided with a set of actionable recommendations so that the research can trigger a programme of updates and changes that will create better interaction with stakeholders.

Beyond Website Benchmarking
Burson-Marsteller Website Benchmarking is just one component of a broader assessment that Burson-Marsteller offers to clients as part of its “Digital Check-up”. This assessment is designed to help organisations determine their overall online health and positioning. The Digital Check-up provides clients with the essential information they need to integrate digital communications strategically into their marketing and communications mix, stay ahead of competitors and protect their corporate and brand reputation.

In addition to the Website Benchmarking, the Digital Check-up includes monitoring of blogs, discussion forums and chat rooms (CGM –Consumer Generated Media), mapping of blog influences, assessment of search engine performance, optimization and strategy, and review of social networks and opportunities for development.

About Burson-Marsteller Digital
Burson-Marsteller Digital develops communications strategies around social media/community, online reputation management, interactive experience design, digital business management, and mobile marketing on behalf of corporations, consumer brands, government agencies and other large organisations.

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About Burson-Marsteller
Burson-Marsteller (www.burson-marsteller.com), established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising and web-related services. The firm’s seamless worldwide network consists of 71 wholly-owned offices and 58 affiliate offices, together operating in 83 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP (NASDQ: WPPGY), one of the world’s leading communications services networks.

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