2015 Annual report v website consistency analysis among FTSE 350

© Black Sun Plc 2014 www.blacksunplc.com
THE ART OF COMMUNICATING A
CONSISTENT CORPORATE STORY
15 September 2015

AGENDA
1. THE IMPORTANCE OF CONSISTENCY
2. PRESENTATION OF RESEARCH FINDINGS
3. PRACTICAL ADVICE ON ACHIEVING CONSISTENCY
4. HOW TECHNOLOGY IS NOW AN ENABLER
5. Q & A AND GROUP DISCUSSION
6. SUMMARY

THE IMPORTANCE OF
CONSISTENCY
1

BIGGEST COMMUNICATIONS CHALLENGES
4
Source: Brunswick

CONSISTENCY IS A MAJOR CHALLENGE
5
Source: Brunswick

STAKEHOLDER IMPORTANCE IS SHIFTING
6
Source: Brunswick

DIGITAL IS INCREASINGLY IMPORTANT
7
Source: Brunswick

TWO PIVOTAL COMMUNICATIONS VEHICLES
8
ANNUAL REPORT CORPORATE WEBSITE

IMPORTANCE OF THE WEBSITE
• First point of call
• Analysts have 122 stocks to monitor and use the site as a
key source of information (source: Rivel)
– 51% say websites are used to help assess the stock
– 40% say websites can be persuasive on their investment decisions
– 42% use websites to monitor stock post purchase
• Poor websites dampen investment interest
9

AFFECTS INVESTMENT DECISIONS
10%
38%
29%
22%
1%
Very unfavorable
Moderately unfavorable
Slightly unfavorable
No impact at all
Uncertain
What Kind of Impact on Your Investment Interest Does a Poorly
Designed/Incomplete Website Have? (Total Global Buy-Side, Nov. 2012, n=404)
77% at least slightly
unfavorable
10

EXPECTATION OF CONTENT
92%
88%
87%
85%
83%
79%
78%
76%
69%
66%
65%
64%
Recent investor presentations
Earnings releases
Annual report archive
Historical financial data
Earnings call replays/transcripts
Key financial metrics
The business strategy
IRO contact information
Calendar of company events
Government filings
Industry fundamentals
Corporate governance information
Things Must Be Able to Find Quickly on an IR Website (Aided)
(Among Total Global Buy-side May 2014, n=355)
* Multiple responses
11

Our strategy
Our market
Executive
committee
The Board
Committees
Corporate
governance
Risk management
Code of conduct
Whistleblowing
Our Operations
Business 1
Investment case
Share price & tools
Results & reports
Regulatory
announcements
Our approach
Community
Safety
Environment
News
Media gallery
Media pack
Employees
Case studies
Investor
presentations
Financial calendar
Contacts & advisers
Shareholder
information
PR Contacts
Fact sheet
Business 2
Performance
WITH SIGNIFICANT SHARED CONTENT
Home
Search
Our Businesses Investors Responsibility Media ContactsAbout Us

© Black Sun Plc 2015 www.blacksunplc.com13
QUESTIONS WE WANTED TO ANSWER…

HOW MUCH OF THE STRATEGIC REPORT IS
CARRIED THROUGH TO THE WEBSITE?

WHEN CONTENT APPEARS IN BOTH,
HOW CONSISTENT IS IT?

CONTENT WE ANALYSED
16
Market Strategy Business model
KPIs Principal risksRisk management
Governance framework Remuneration policyCR key areas

• Recognises print and digital are different
• Content NOT required to be identical
• Structure, messages and core content match
• Take-out must be the same
TEST FOR CONSISTENCY
17

INCONSISTENCY: BUSINESS MODEL
18
• BUNZL
http://www.bunzl.com/about/our-business-model.aspx
http://www.bunzl.com/~/media/Files/B/Bunzl-PLC/reports-and-
presentations/ar-2014.pdf

INCONSISTENCY: STRATEGY
19
• Morrisons
http://www.morrisons-corporate.com/about-us/strategy-structure/
http://www.morrisons-
corporate.com/ar2015/pdf/Morrisons_AR_2014_Full.pdf

INCONSISTENCY: STRATEGY
20
http://sse.com/media/332715/SSE_AR2015_6Aug_UPDATE.pdf

HOW THE FTSE PERFORMED
2

HOW DID THE FTSE PERFORM?
22
FTSE100 FTSE250
44%
OF CONTENT
41%
OF CONTENT
68%
CONSISTENT
55%
CONSISTENT
LAST YEAR
48% 45%63% 65%

STAR PERFORMERS

CORPORATE RESPONSIBILITY
24
FTSE100 FTSE250
12%
84%91%
9%

STRATEGY
25
FTSE100 FTSE250
24%
76%76%
24%

BUSINESS MODEL
26
FTSE100 FTSE250
36%
64%
35%
65%

KPIs
27
FTSE100 FTSE250
60%
40%
52%
48%

GOVERNANCE FRAMEWORK
28
FTSE100 FTSE250
56%
20%
55%
41%
24%

THE MARKET
29
FTSE100 FTSE250
64%
36%
27%
71%

RISK MANAGEMENT
30
FTSE100 FTSE250
60%
28%
29%
71%
12%

REMUNERATION POLICY
31
FTSE100 FTSE250
83%
15%
96%
4%

PRINCIPLE RISKS
32
FTSE100 FTSE250
96%
9%
91%
4%

FTSE 250
33
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%
0% 25% 50% 75% 100%
FTSE100
FTSE250

FTSE100 V FTSE250
34
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%
0% 25% 50% 75% 100%
FTSE100
FTSE250

KEY DIVERGENCES IN CONTENT
35
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%
0% 25% 50% 75% 100%
FTSE100
FTSE250

KEY DIVERGENCES IN CONSISTENCY
36
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%
0% 25% 50% 75% 100%
FTSE100
FTSE250

BY SECTOR
37
Industry
% content shared
across channels
% of shared content that
is consistent
Building Materials 47% 73%
Industrials 44% 72%
Financial Services 45% 71%
Consumer Goods 48% 71%
Oil & Gas 56% 70%
Consumer Services 36% 56%
Healthcare 36% 46%
Utilities 35% 44%
Telco 33% 38%

ACHIEVING CONSISTENCY
3

CHRIS GURNEY
INVESTOR ENGAGEMENT
A CLIENT PERSPECTIVE

“My overall message
today is simple.
Barclays is changing.
There will be no
going back to the old
way of doing things.”

CHALLENGES
41
• Strategy drove a need for refreshing the website content
• Poor user experience with site designed exclusively for tablets
• IR section not driven by audience needs/best practice
• Investor feedback that the navigation was not logical and content
was hard to locate
• Technology limited our ability to keep content up-to-date

COMPLEX STAKEHOLDER AUDIENCE
42
ANALYSTS
DEBT
INVESTORS
FINANCIAL
MEDIA
PRIVATE
INVESTORS
YOUR
INVESTMENT
STORY
CREDIT
AGENCIES
INSTITUTIONAL
INVESTORS

OUR INTEGRATED PROCESS
43
REPORT
PROCESS
CHOSEN
CONCEPT
CONCEPTS DESIGN PRODUCTION ARTWORK PRINT
APPROVE
DESIGN
PRINT
READY
FILE
1. CONCEPT 2. DESIGN 3. PRODUCTION 4. PUBLISHING
WEBSITE
PROCESS
ASSET
PRODUCTION
CONTENT
FLOW IN
CONTENT
MAP
ONLINE
DESIGN
GO LIVE
DEFINE
INTERACTIVE
EXPERIENCE
ONLINE
REPORT
PROCESS
ASSET
PRODUCTION
SITEMAP ONLINE
DESIGN
DEFINE
EXPERIENCE
GO LIVE
TEMPLATE
BUILD
CONTENT
FLOW IN

CONSISTENCY OF CONTENT
Website content
Report content

ARTICULATING THE INVESTMENT CASE
45

COMMUNICATING THE SCORECARD
46

THE POWER OF TODAY’S
TECHNOLOGY
4

FOR A REVOLUTION IN CORPORATE
COMMUNICATIONS
A REVOLUTION IN PUBLISHING

A SOLUTION …….
THAT EMPOWERS YOU TO MANAGE
YOUR CORPORATE STORY…..

A SOLUTION …….
THAT ENABLES YOU TO
WRITE ONCE, PUBLISH ANYWHERE…..

THROUGH WHICH YOU CAN CREATE YOUR PRINTED REPORT
AND THEN PUBLISH ONLINE, AND INTO YOUR WEBSITE
AND YOUR RELATED DOCUMENTS
SAVING YOU TIME AND MONEY
AND HELPING ENSURE A CONSISTENT STORY

WRITE ONCE, PUBLISH ANYWHERE

Empowering you to manage your
digital experience
Empowering you to manage print
and publish online
A WORLD-CLASS PLATFORM

THANK YOU

2015 Annual report v website consistency analysis among FTSE 350

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2015 Annual report v website consistency analysis among FTSE 350