UK's first responsive corporate website Dana Petroleum Andrew McCallum_2012_11_29

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Andrew McCallum, Dana Petroluem, presents how they launched the UK's first responsive website. At KWD Webranking Forum London 2012.

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UK's first responsive corporate website Dana Petroleum Andrew McCallum_2012_11_29

  1. 1. KWD Webranking Forum 2012London, November 29th
  2. 2. Dana-petroleum.com The UK’s first responsive corporate website Andrew McCallumGroup Director of Communications and External Affairs dana-petroleum.com
  3. 3. Dana Petroleum $4bn Oil & gas business 1994 Formed•FTSE listed until 2010•Acquired by the Korean National Oil Corporation(KNOC)•Today a $4 billion oil and gas business•Ambition to be a leading oil and gas company in $5bnEurope, the Middle East and Africa. Future investmentAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  4. 4. Our challenge•Privately owned – only one shareholder – Korean Government•Fewer communications and regulatory obligations•No communications and external affairs programmeBUT… a commitment to communicate like listed peers:- timeliness of information- financial performance- sustainable business practices- transparency… and a need to hire and retain the best talentAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  5. 5. Our priorities in 2012 Issues & crisis management Key position statements Media Internal Brand & Online Government Business & Civic Community Corporate Relations Communications Communications Relations Engagement Engagement Responsibility Ambition Protect and enhance the reputation of Dana PetroleumFive year Five-year goal(s) To be recognised as a leading international oil and gas company in our chosen markets Promote Influence Establish a Proactive Help create Dana as a Strategic priorities media relations the policy strong brand ‘One Dana’ responsible environment presence company Deliver a Deliver a Create and Implement an Create a best-2012 wide-ranging comprehensive implement a engaging in-class website Key activities in 2012 media relations public affairs new brand ID internal comms and integrated programme programme for Dana programme social media Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  6. 6. Corporate website focus •Our most important communication channel •But an under-performing, dated site •Did not match the ambition of our company, communications ambition and new brand identity •Disjointed recruitment experience •Accessibility issuesAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  7. 7. A new digital strategy1. To communicate to FTSE100 best practice standards2. To tell the Dana story3. To help attract and retain talent4. To support a new brandCrucial aspect was to ensure we• cater all our audiences…• in a sophisticated, modern way…• on any device.= responsive designAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  8. 8. Responsive design – what is it? • One website • Adjusts to device or screen size • Flexible layouts, font sizes, content, navigation, images = full site content, accessible to allAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  9. 9. Responsive design – why for us?•Helps to deliver our strategy and requirements•Do not have to produce multiple versions of the site•Time, budget and management advantages•Differentiates us from peers - an enhanced experience - demonstrates a modern organisation•Caters for our rising mobile visitors•The cutting edge of web design = future proofAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  10. 10. High profile examplesTime Magazine Microsoft Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  11. 11. Potential downsides?•Is it extra work? Yes•A change in design approach and techniques required•Longer site development time•Increased focus and time needed for testing•Visitors using old browsers•Budget?Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  12. 12. More to think about – an exampleAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  13. 13. But we think it’s worth it – the resultAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  14. 14. The result•The UK’s first responsive corporatewebsite +238% Visits each month•Proven to be reaching wider audiences,providing a tailored experience +58% Pages viewed per visit•Increased engagement across mobileand tablet devices +99% Time spent on site•A future-proof website with in-builtflexibility -21% Bounce rateAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  15. 15. Thank youAndrew McCallumDirector of Communications and External Affairs andrew.mccallum@dana-petroleum.com uk.linkedin.com/in/andrewmccallum linkedin.com/company/dana-petroleum-plc @dana_petroleum facebook.com/DanaPetroleumAndrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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