Flashy Micro-sites Are So 2007. Look for Distributed Content Experiences in 2008.

Update:
I'm having a real-time Twitter conversation with Adweek's Brian Morrissey who, as an avid runner is not a fan of the site and offers this opinion:

"the content is one-size-fits-all lame, the redirect to forums sucks out loud and it's still nike talking at me."

It's a really interesting observation as this is what Nike is probably trying to avoid.  I still believe the strategy is sound, but Brands will need help when trying to establish "credibility".  Morrissey goes on to say:

"it's hard b/c authenticity doesn't come naturally"

Given Brian's background which is more informed than mine (as a non-runner), I'd say the missed opportunity may be the "one size fits all" approach.  As I mention below, it's the Niche perspective that presents the real opportunity.  Maybe Nike can help facilitate by aggregating content from sources more credible than themselves?   I still see serious opportunity here if brands can figure out the delicate balance.  See Fiskateers for similar concept, different execution.

In 2007 Nike + took the marketing world by storm and made the advertising world re-think the industry, as the online meat of Nike + is basically a Rich Internet Application with community features built into it.  Now I come across Inside Nike Running, which as far as I can tell offers a content rich experience equipped with RSS feeds and multiple message boards.  I haven't had a chance to really dig deeply into it—but I can't help admire the strategy.

For one, Nike and running naturally spells community.  Runners are like bikers.  It's a sub-culture that only runners totally get and there are all kinds of levels and types of runners.  Secondly, content site are extremely search engine-friendly.  Many of the keywords are provided by the users themselves in the form of comments or participation in message boards.  And lastly, content is sitcky—your typical product-based micro site at best provides a one time experience.  Sure you can build in "pass it along" functionality—but the bottom line is that if there isn't a steady supply of new, quality content—then users really don't have a reason to come back and engage.  Plus, consumers are becoming increasingly wary of "marketing speak"—IE content written by copywriters who may not know much about the lifestyle they are speaking to and come across as contrived or inauthentic.

I'll be spending some more time at Inside Nike Running as I've been recommending similar solutions to clients myself.  I'm willing to bet my money on the idea behind tactic as I don't think it's a trend.  Brands really need to figure out if investing in content is worth it for them.  It might not be right for all brands—but for some, it could be a no-brainer.  There is risk involved, if there's no real commitment to providing good content that is worth a user's time—then maybe it's better to pass on something like this all together.  The last thing you want to do is have people come to your site only to dismiss it as a joke.

Still, I think there's something here to really think about.  So, in 2008—if you think this is a direction you want to invest in, here are a handful of skills/people you may want to look for.  Keep in mind, these are not actual titles, they are more skill sets.

Digital Information Designers
Not all designers know how to design lots of content in the online space.  One you get into scrolling pages with lots of content, multimedia and features—you need people who know understand the art and science of information design.  More specifically, you need good digital information designers—there's a difference.

Content Analysts/Architects
Content-rich sites require content analysts who can organize and categorize large amounts of content in their sleep. While flashy micro-sites relied heavily on talented flash designers—content sites rely on content analysts putting some deep thought into the best ways to display, distribute and serve up content (think multiple devices, feeds etc.).  These individuals will also understand how to integrate and aggregate content that may be coming from the "outside" also known as "user generated content".

Community Facilitators/Curators
People who understand the nuances, cultures and social etiquettes of online communities will be in high demand.  Those who can moderate, facilitate, create and maintain conversations will be critical to adding life to site experiences like this.  In addition, people with skills in this area understand how to reach out to existing communities and can help extend brands into this space without being too heavy handed or contrived. 

Niche Editors
Going up against content-rich providers on the internet such as Web MD is probably a waste of time, however the internet thrives on highly specialized niche content.  People who understand how to edit and serve up this specialized content—making it both valuable and convenient will be in demand.

This is an incomplete list—there are probably more.  And in reality, the micro-site isn't going away.  But micro sites that don't give us a compelling reason to return may find themselves struggling in a world where people will only reward you with their time if you provide them something of value.  The idea that someone will visit a site after seeing a URL on a television commercial doesn't reflect the reality of online behavior where Google acts as the ultimate remote control.  As online residents become more sophisticated and demanding, they'll demand that you make it worth their time.  If you can't do that—you may succeed in getting a visit to your site, but that's no guaranteed that they will ever come back, or worse yet—tell a friend about it.

Comments

[Cynthia Thomas]

I think the key to any endeavor like this is understanding that your audience is one that wants to engage with others around your brand/product/service/fill in the blank. If your target group is inclined to talk and gather outside of your site, you've got a good chance (if things are done right) to engage them online. If not, whether its flashy or content heavy won't make a difference.

That's not to say that that there is no opportunity to engage people who are not inclined. It just means you have to work a whole lot harder to do it, and really take the time to understand what is going to motivate them.

[DA]

Cynthia, I would have to a agree. Understanding users should be at the core of any online strategy or tactic. Same goes for this.

[Mike Arauz]

Great insight, as usual.

I think this is right in line with the trend toward Branded Utility (http://www.psfk.com/2006/11/branded_utility_2.html).

It's the natural evolution of joining the conversation vs. interrupting the conversation.

[Mario Vellandi]

I see the microsite as being best applied toward a particular product item or limited line. In that context, a brochure type of approach can be appropriate and effective.

Once we enter the product category though, an approach like you describe and how Nike has done, is much more appropriate.

If a company is known only for a single category or a limited number of SKUs, the latter approach is the only one to take.

[Geno]

David, thanks for showing the Fiskateers some love. The Fiskaters on-line hub will be changing in the near future. We're hoping it addresses some of the things your talking about.

[Laurent]

we have done the same already since 1 year for a bank with a social network for entrepreneurs
http://www.join2grow.biz

Creating those usefull branded website aims creating a media , and thus a totally different objective than a flashy website. They are also more mid term long term tactical tools. Flashy website campaign are highly shirt term oriented and thus more dynamic.

Both complete each other

[Paula Thornton]

1) I totally agree that digital is different. 2) At the same time, I find that digital designers are often not very good designers -- because they can't think beyond digital.
3) A web site is not a destination. It's merely an element in a relationship. Too many companies spend too much time chasing new relationships and fail to nurture the ones they have or could have. That's where good digital design has to start. The add-on relationships will follow.

[Philippe Bodart]

Very interesting post indeed, and so spot on. Now how do we put a distributed content websites in the hands of the marketeers and the business people. Through a dynamic portal engine and advanced content management system that is able to distribute all kinds of contents but in a controlled and managed way;
DYNAMIC PORTAL ENGINE