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Benchmarking SABMiller Simon Thresh_2012-11-29

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Simon Thresh, SABMiller talks about how he works with benchmarking to improve SABMiller's corporate website. At KWD Webranking Forum London 2012.

Simon Thresh, SABMiller talks about how he works with benchmarking to improve SABMiller's corporate website. At KWD Webranking Forum London 2012.

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  • 1. KWD Webranking Forum 2012London, November 29th
  • 2. SABMiller - Benchmarking andengagement to drive performanceSimon Thresh,Senior Manager Digital Strategy29 November 2012
  • 3. SABMiller.com Overview  Re-launched in 2008 with site build and maintenance provided by The Group.  Annually: – 4.8m page views – 825,000 visitors – 6,204 spent days on the site.  Most popular sections: About Us, followed by Careers, Brands, Investors  Complemented by social profiles on: Facebook, YouTube, Twitter and LinkedIn.© SABMiller plc 2012 KWD Webranking Forum 2012 3© SABMiller plc 2005
  • 4. Social profiles http://www.youtube.com/sabmiller http://twitter.com/sabmiller Total video views: 240,000 Followers: 5,900 http://www.facebook.com/sabmillerplc http://www.linkedin.com/companies/sabmiller Likes: 1,900 Followers: 21,100© SABMiller plc 2012 KWD Webranking Forum 2012 4© SABMiller plc 2005
  • 5. Benchmarking to drive performance Business in the Environment Index  (Over) simplification of a complex topic  Facilitated communication – Publicly – In the Boardroom  Drove behaviours  Risk of over dependency© SABMiller plc 2012 KWD Webranking Forum 2012 5Internal Use / Confidential / Secret
  • 6. Benchmarking to drive performance Questions  Where do we spend the enhancement budget?  Can we measure performance in a meaningful and repeatable manner?  What do stakeholders really think about the site?  How do we compare to peers/best in class?© SABMiller plc 2012 KWD Webranking Forum 2012 6Internal Use / Confidential / Secret
  • 7. Benchmarking to drive performance Overall “The website gives you a really good and interesting picture of the UK brands positioning” Corporate responsibility “Overall they give a nice overview of issues and not too much of a contradiction to their business interests. Not just a whitewash of propaganda” “I have introduced several colleagues to the company through the website, including those who work with NGOs – …the site shows how SAB do a lot of great things. On two separate occasions it has clearly changed someone’s perception” News and views “It’s all SAB people – hardly a debate” “Why would anyone read a corporate blog that is written in corporate speak. I don’t. Write it like a blog not a release.” Social media “As they hadn’t followed me I didn’t follow their Twitter feed although I knew that they must have one” Careers “I would like to see the option of a customised entry form which is interactive and useful rather than gimmicky”© SABMiller plc 2012 KWD Webranking Forum 2012
  • 8. Benchmarking to drive performance Outcomes Considerations  Enabled focus on particular  Changes to WEBranking elements of the site for methodology a challenge attention  Focus on website rather than  Uncovered unexpected web presence a weakness insights and opportunities – offers to write content  Positive interactions with a selection of key users – signed up to social channels  Valuable input into decision to rebuild/refresh web site  Potential for annual benchmarking© SABMiller plc 2012 KWD Webranking Forum 2012 8Internal Use / Confidential / Secret

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