In this presentation we share the main findings from Gaia Insight / The Group’s FTSE100 Online Audience Research 2013. We delivered this presentation at a breakfast we held with a small group of FTSE100 corporate communicators on 17 May 2013. We have found significant trends that changed direction in 2012, indicating that this is a truly dynamic and fascinating time to be measuring what users of large scale UK corporate web sites are doing. Our aim is to spread awareness of the scale and power of corporate web sites and the depth, diversity and behaviour of their audiences, alongside the technology and social media that people use.

1. Breakfast seminar
FTSE100 Online
Audience Report 2013
Andrew Morris
Cathal Smyth
17 May 2013

2. What’s on the
menu?
1. GAIA Insight &
behavioural analytics
2. Main research
findings
3. What does it mean
in practice?
4. Discussion
#ftse100oar
GroupFriends

3. We help organisations
to connect, inform,
understand and influence
the people who matter to
them
Delivering enhanced
corporate reputation and
competitive advantage

4. 5year average
1995first site
19952003
2007
2009
20042008
2003
2009
2008
2009
2011
2013 2001 2000
2010
2001
2011
2012
2012 2012
2012

5. Specialist division providing web
analytics for corporate communicators
Advice and analytics
Strategic performance metrics
Benchmarking

6. Web analytics issues
for corporate communicators
Ecommerce metrics are unsuitable
Strategy and measurement are not aligned
No-one knows what good looks like
Insight is a rare commodity

7. FTSE100 Online Audience report
Founded 2009, research into FTSE100
corporate web sites to benchmark
performance and KPIs
Currently 21 members
Aberdeen AM Anglo American British Land
BT Centrica Imperial Tobacco
IHG J Sainsbury Johnson Matthey
Kingfisher Meggitt Petrofac
Rexam Rio Tinto RBS
SABMiller Serco Standard Chartered
Tesco Tullow Oil Wolseley

8. 1. Growth – all key metrics
2. Diversity – audiences, devices and content
3. Change – new and different trends
3 themes

9. Growth

10. A sense of scale
62m visits
(+17.2% on 2011)
170mpage views
(+ 13.2% on 2011)
Index participants received in 2012

11. Growth
Visits in 2012 show growth accelerated
Based on data from FTSE100 sites monitored by Gaia Insight
0
50
100
150
200
250
300
Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12
FTSE100OnlineVisitsIndex

12. FTSE100 Online Visits Index
Market capitalisation influences growth
Based on data from FTSE100 sites monitored by Gaia Insight
0
50
100
150
200
250
300
Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12
FTSE100OnlineVisitsIndex
01 - 50 by market capitalisation
51 - 101 by market capitalisation

13. Tablets growth
% of visits continue to accelerate
Based on data from FTSE100 sites monitored by Gaia Insight
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12
%oftotalvisits

14. Diversity

15. 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000
Pageviewspermonth
Visits per month
FTSE100 Online
Index average
FTSE100 sites come in all shapes and sizes
Monthly page views versus visits
Based on data from FTSE100 sites monitored by Gaia Insight

16. Audiences are global
Based on data from FTSE100 sites monitored by Gaia Insight
United Kingdom
42%
United States
13%
India
5%
France
3%
Germany
2%
South Africa
2%
United Arab
Emirates
2%
Rest of the world
31%
Does your site deal with international visitors?

17. Visitor language
Based on data from FTSE100 sites monitored by Gaia Insight
English still dominant
English
80.2%
Chinese
2.6%
French
2.5%
German
2.1%
Spanish
2.0%
Others
10.6%
English (US)
56.8%
English (UK)
38.5%
English
(South Africa)
1.6%
English
(Australia)
1.1% Others
2.0%
Language breakdown English breakdown

18. Technological diversity is growing
Based on data from FTSE100 sites monitored by Gaia Insight
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12
%oftotalvisits
% of PC % of Mac % of mobile % of tablets
Mobile and tablet visits taking share from desktops

19. Tablet visits breakdown
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12
%oftabletvisits
iPad Android BlackBerry Linux Others
Tablets dominated by iPads but Android growing
Based on data from FTSE100 sites monitored by Gaia Insight

20. Change

21. The time of day matters for devices
Based on data from FTSE100 sites monitored by Gaia Insight
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
00:00 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
%oftotalvisits
Hour of day (Mon – Fri)
Desktop visits
Mobile phone visits
Tablet visits
Are these new audiences or just new connections?

22. User behaviours showed positive movement
% change from 2011
-15%
-10%
-5%
0%
5%
10%
15%
20%
Dwell time Consumption Loyalty Curiosity Familiarity Engagement Kinship
%change
Based on data from FTSE100 sites monitored by Gaia Insight

23. Has mobile phone access peaked?
% of visits plateauing
Based on data from FTSE100 sites monitored by Gaia Insight
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12
%oftotalvisits

24. Dynamic mobile market is evident
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12
%ofmobilevisits
iPhone Android BlackBerry Symbian Windows Others
Mobile dominated by iPhones but Android growing
Based on data from FTSE100 sites monitored by Gaia Insight

25. 15,099 followers (6,773 in 2011)
Average numbers are rising fast
Adjusted to remove outliers
181,585 fans (72,850 in 2011)
37,807 followers (14,392 in 2011)
811,523 views (623,690 in 2011)

26. But no equivalent uplift in corporate site traffic
LinkedIn the only area of growth
Based on data from FTSE100 sites monitored by Gaia Insight
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12
%oftotalvisits
Others
YouTube
Blogspot
Twitter
Facebook
LinkedIn
Wikipedia

27. 1. Growth in visits accelerated in 2012
2. International audiences remain significant
3. Social media is not yet a major driver of traffic
4. Tablet use has grown rapidly, while mobile
growth stalled in 2012
5. Audience behaviour is maturing
Key research findings

28. Anyone for coffee?

29. What does it mean
in practice?

30. 1. Benchmark against peers and best in class to establish a plan
2. Understand how diverse your audiences are. Do you provide
for the many or the few?
3. Learn what drives engagement and do more of it. Often it’s
blogs and interaction
4. Ensure your site works for your visitors. Corporate sites and
apps should work for a range of devices and browsers
5. Be social but be clever – large scale social media campaigns
and monitoring aren’t appropriate for all companies
6. Measure your performance against your strategy linked to
user behaviours – think by audience not just by section or site
Check list

31. Behaviour metrics
Consider benchmarking
Dwell time
Curiosity
Consumption
EngagementLoyalty
Familiarity
Kinship
Client A
FTSE100 average
FTSE100 low
Best in class

32. Understand the impact of particular content
Blog visitors:
1. View 11 more
pages in their visit
than the average
2. Spend 8 mins
longer on the site
3. Are 10% more
likely to return
Blogs can drive visitor interaction

33. Based on data from FTSE100 sites monitored by Gaia Insight
All users Mobile users
Content use
Content use varies by device, what should you provide for
mobile users?
Careers
41%
Investors
18%
About us
13%
Commercial
12%
Media
6%
CR
2%
Other
8%
Careers
33%
Investors
18%
About us
16%
Commercial
14%
Media
6%
CR
5%
Other
8%

34. Based on data from FTSE100 sites monitored by Gaia Insight
All users Tablet users
Content use
Tablet users are more investor relations focussed how can
this be exploited?
Careers
33%
Investors
21%
About us
16%
Commercial
13%
Media
7%
CR
4%
Other
6%
Careers
33%
Investors
18%
About us
16%
Commercial
14%
Media
6%
CR
5%
Other
8%

35. Any questions?

36. Questions
What do I do with
these stats?
Is my site normal?
What content is most
engaging?
How do I
measure Social
media?
Who or what is my
audience?
What should I
measure?
What does
good look like?
What impact are
tablets and mobile
having?
How do I link
analytics to my
strategy?
What tools should I use?
What is the right
frequency of analytics
reportingCan ROI be measured?

37. Thank you…
For further information visit:
www.GaiaInsight.com
Or call Andrew Morris on:
+44(0)20 3167 2045