The Power of not having a Website

RainmakerThe following article written by Tim Klabunde was published in the September edition A/E Rainmaker, a PSMJ Resources publication.

I received a message the other day from a friend telling me that I needed to visit Skittles.com. It wasn’t that Skittles had an incredible website and they were not giving away free candy samples, instead it was that the Skittles website isn’t a website!

I have been enjoying watching the evolution of the web for years, so you can only imagine then that a message about a non-website was well worth a trip to the world-wide-web. Here is what I found:

Skittles.com home page is a Twitter page with a little box in the corner of your browser window that has links to each of their other “pages.” If you click on “Products” you will be taken to Wikipedia to learn more about each of the different types of Skittles. If you want to see videos or pictures, you are directed to YouTube and flickr. If you want to know what people think about Skittles, you’ll end up at Twitter. Actually, the only time you end up on a Skittles webpage is when you click “contact.”

Web 3.0

Could it be that a candy company was the first to Web 3.0, where customers create content rather than owners? Skittles has captured something incredible by creating a non-website: they have shifted the focal point of the content to the customer! We often focus on creating fresh and new websites that provide great information, yet to often the content of a website is designed more to make an owner feel good than to benefit the customer. Skittles turned the tables by reaching to their customers and giving them a voice. In doing so they turned over the ownership of the Skittles website to the people the site was created to reach in the first place.

Your non-webpage

What would a potential customer learn about you and your company if your corporate website was suddenly down for a day? Are others writing good things about your service and your capabilities? Do you have a blog, a Wikipedia page, a LinkedIn group, or a twitter group that gives an active voice to your company? Take a couple of minutes today to Google yourself and your company, and take special note of the information on page two and three of your search. Is your web presence painting a picture of your company that you want to see?

The future of the web

We truly don’t know what will happen next on the World Wide Web, but one thing is certain: it is the people that are searching for information that will dictate the future of the web, not the website owners.

Roll with the Changes

In his recent post Roll with the Changes on PSMJ Resources Ed Hannan addresses the ever changing face of marketing. I especially like his thoughts on LinkedIn in the last four paragraphs. Namely, he and I agree that LinkedIn has become the business networking site of choice in the United States today. If you haven’t visited the PSMJ Resources blog recently it is well worth taking the time to explore. Also, Bruce posted a great blog today on the same site that will help you determine if you are a seagull manager. Thanks Ed and Bruce!

Build Business 2008: Wrap-up

This years SMPS Build Business conference was nothing short of great: great friends, great information, and great fun. Some of my personal highlights included speaking at CPSM day on Wednesday on Building a Company of Rainmakers, celebrating with friends at this year’s awards gala, and finally meeting Randy Pollock, Mark Buckshon, and Mel Lester in person. I would like to say a special thanks to Kevin Doyle who worked with me at length to make certain everything went smoothly on CPSM day.  Also, extra thanks to Ron Worth, Lisa Bowman, Michele Santiago, Mark DellaPietra, Bill Scott, Christine Chirichella and the rest of the SMPS National staff that made Build Business such a great success. I have enjoyed getting to know so many of the SMPS staff and I am nothing less than impressed at the incredible job they have done as SMPS continues to grow.

Later this week I will post a follow-up to Building a Company of Rainmakers for those of you that are now apart of this blog’s network after attending Wednesday’s seminar. Also check out the PSMJ Resources Blog that was also active during Build Business this year for additional follow-up from the conference.  Thanks for the great coverage Ed!

Thank you again SMPS, I look forward to seeing all of you next year in Las Vegas for Build Business 2009!