The case of Skittles: enterprise 2.0 takes a further step forward
Definitely radical, but surely with an impact and to be taken into account, is the move recently made by Skittles.com, the site of the coloured, fruit-flavoured candies.
Instead of using the social media on the market in a marginal way, or mildly integrating them into its pages, it has literally replaced its homepage with the interface of some social networks.
In the past days we discovered with surprise that, when you accessed the site, you found the stream of the messages on Twitter.
Now the skin has changed again, getting more similar to Facebook’s style and – just as it is on the most successful social network now – it is possible for all subscribers to become a fan, add Skittles to your favourites or suggest it to your contacts, sharing the information.
But this is not over. Through a control tool which appears in the front, it is possible to pass to the Twitter mode clicking on “chatter“; selecting “media” you can choose if you want to watch the photos on Flickr or the videos on YouTube; the “product” section refers to the pages on Wikipedia regarding the five types of candies on the market; finally, clicking on “friends“, you go back to the Facebook-like visualization.
Not bad, really, as a step forward in the path of the evolution of enterprise 2.0, which looks more and more to the final user and its potential customers.
It is a further confirmation that the integration between “social web” and “enterprise” is getting subtler day after day. What was reserved before only to consumers, now is contaminated by the presence of the companies, which merge and mix with the rest of the community, becoming part of its world and, in their turn, involving people, consumers and partners in a universe that used to be a long way off.
In few words: if you fall behind, you are lost.
Tags: enterprise2.0, facebook, flickr, Marketing2.0, skittles, twitter, wikipedia, youtube