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

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.