Introduction to Ben & Jerry’s Web Content
Ben & Jerry’s web site design and format are cohesive and comprehensive. The company invests much thought into the content and design of all their media. Their goal, engage the visitor, shines through from the Home page to and through every easy to navigate link.
To compile a complete Web Content Inventory for Ben & Jerry’s would require days, perhaps weeks, to compile on my own. However, through this project, I have clicked my way to many of the links, read promotional materials and articles, played games, and thought about the company and the image they promote. Every part of the company’s web design forwards a playful image of the million-dollar, grassroots-philanthropic organization.
So, the nuts and bolts of this feel-good experience is easily seen in the partial Web Content Inventory I conducted on Ben & Jerry’s. The Home page has seven links across the top of the site, Company, Flavors, Activism, Scoop Shops, Fun, and Gifts. At the bottom are many additional leaping off points. Click on any of these: Chunk Mail, Shop Locator, Franchise Opportunities, Jobs, Facebook, Twitter, Blog, Mobile, International, Contact Us, Terms of Use, Privacy, and “We Stand with the 99%/Occupy,” “Free Trade Uganda” and Schweddy Balls, Ben & Jerry’s newest ice cream offering and you will begin a journey that includes hundreds of additional pages.
A Quantitative Audit of Ben & Jerry’s – site index – the basics of Ben & Jerry’s complex web design are listed in the spreadsheet.
Content: Types, organization, process and people responsible for media plan, design & implementation
The amount and diversity of content contained in Ben & Jerry’s web site is incredible. There is every kind of content: articles, marketing promotions, press releases, employee biographies, product information, frequently asked questions, and blog posts. PDFs and other downloads, videos, forms, Functional pages and other forms of media.
The information collected is organized using a numbering system, begun in the Web Content Inventory, would be followed until every link is recorded on the list.
The content of the Ben & Jerry’s media, web site, press releases etc. are all carefully orchestrated and are handled internally and through content partners such as blogs, users, newsfeeds, and articles.
Qualitative Audit
Ben & Jerry’s web content is outstanding. It is cheerful, fun, informative, and totally engaging. Visitors to the site and related pages are greeted with bright graphics and simple to follow links. The visitor will be entertained even if visiting the more “serious” portions of the site. The content is presented in clear, sequential, and easy to understand language. The information is useful but not overwhelming, the games fun for all ages, and the process of gathering information is inviting and fun.
Metadata: the content behind the content
It is not possible to find out exactly who designs the content nor exactly how it is maintained, however, it is obvious that the complexity of the web design is evident in the ease of access and use of it. The Home site and all links are the face of Ben & Jerry’s. The company presents well, and the corporate image is forwarded by the great web design. Overall, the entire site rates a 5. It is strong, creatively designed, well written, reflective of corporate philosophy, and a great first impression for all visitors.
Web Content Inventory for Ben & Jerry’s – see spreadsheet.
file://localhost/Users/annejohnston/Documents/ben&jerry's/B&JFinalBlog%233.xlsx
file://localhost/Users/annejohnston/Documents/ben&jerry's/B&JFinalBlog%233.xlsx
The aspect of your audit that stands out to me is the games portion. Ben and Jerry's is obviously very socially aware, which appeals to adult customers. On the other hand, children (and some adults) aren't overly concerned with that. So games are a great way to get them interested in a brand. It wouldn't seem like an important thing for a company site to have, but I think it definitely helps business.
ReplyDeleteGoing to school in Newport with 2 Ben & Jerry's in town, and I very familiar with Ben & Jerry's Facebook page. This is mostly due to Free Cone Day. It might as well have been a national holiday. Everyone at Salve paid very close attention to their Facebook news feeds to see exactly when it would be.
ReplyDeleteFree Cone Day really should be a "holiday." We can just add it to the other hallmark created holidays. But I'd for sure celebrate this one with more enthusiasm if they every get non-dairy ice cream :) I haven't looked at their site, but I'm wondering if that would be a big draw for the company? For people like myself who unfortunately can't stomach dairy, soy or other alternatives would definitely boost my participation with the company and my consumption habits.
ReplyDeleteThe use of games is very clever on their part, games have nothing to do with the product but people who are going to the website probably aren't looking for dry facts; it's more likely they're interested in free cone day and the games are a way to hold their interest and keep them on the site, thus exposed to the advertising longer (including the games themselves)
ReplyDeleteI visited the website, and you're right, it is fun! Even with the more serious stuff. Every company should have fun and games on their website to spruce it up!
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