Transforming your corporate website to engage stakeholders

TRANSFORMING YOUR CORPORATE WEBSITE
TO ENGAGE KEY STAKEHOLDERS
22 October 2014

© Black Sun Plc 2014 www.blacksunplc.com
AGENDA
1.
THE EVER-EVOLVING DIGITAL LANDSCAPE
–
Macro trends
–
Implications for your website
2.
CREATING A GREAT CORPORATE WEBSITE
–
The secret ingredient
–
Coherent corporate story
–
Customised engaging content
3.
DISCUSSION ON CONCLUSIONS AND NEXT STEPS
2

THE EVER-EVOLVING DIGITAL LANDSCAPE
1

IN TWO WORDS…..
COMPLEX.…..

IN TWO WORDS…..
FAST-MOVING.…..

KEY DRIVERS 6
PEOPLE
BEHAVIOURS
TECHNOLOGY

GROWTH IN VISUAL WEB 7

ENABLED BY COST REDUCTIONS 8

LEAP FORWARD IN TECHNOLOGY….
BUT…..

© Black Sun Plc 2014 10 www.blacksunplc.com
CONVERGENCE OF DIGITAL CHANNELS
LinkedIn
YouTube

THE EXPLOSIVE GROWTH OF MOBILE 11

A PLETHORA OF DEVICES

AND NOW THE PHABLET!! 13

AND THE FUTURE…….? 14
MORE COMPLEXITY.…..

THE IMPLICATIONS FOR YOUR WEBSITE 17

CLEAR, SIMPLE MESSAGING…..

NUGGETISE CONTENT…..

CONSIDER USE OF VIDEO/INTERACTIVITY 20

TAILOR CONTENT TO AUDIENCES
DE BEERS IMAGES

BE RESPONSIVE

BUILD FOR THE FUTURE…..
BUT WITH A FALLBACK FOR OLDER TECHNOLOGIES

MORE TESTING WILL BE REQUIRED…..

CREATING A GREAT CORPORATE WEBSITE
2

SO WHAT IS THE SECRET INGREDIENT.…..?

THE 4 C’s

THE 4 C’s 28
COHERENT
CORPORATE STORY
COMPELLING CREATIVE
IDENTITY
CAPTIVATING USER EXPERIENCE
CUSTOMISED,
ENGAGING
CONTENT
+
+
+

THE OUTCOME 29
Deeper understanding of your business
Higher levels of engagement
GREATER TRUST AND CONFIDENCE IN YOUR BRAND

COHERENT CORPORATE STORY 30

A COHERENT CORPORATE STORY 31
WHO
YOU ARE
YOUR CORE PURPOSE
WHAT
YOU DO
THE MARKET(S) YOU OPERATE IN
LEADERSHIP
TEAM
HOW YOU ARE GOVERNED
YOUR
STRATEGY
HOW YOU CREATE VALUE

FTSE100FTSE25021% 51% 39% 29% 67% 54% 33% 40% 20% 43% 27% 6% 36% FTSE1FTSE2
A CONSISTENT CORPORATE STORY….
21% 7% 65%64% 20% 80% 75% 26% 37% 8% 42%43% 4% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% FTSE100FTSE250

STARTING WITH THE HOMEPAGE…. 33
WHO
YOU ARE
YOUR CORE PURPOSE
WHAT
YOU DO
75%
92%
100%
How FTSE performs with content on homepage

How FTSE performs with content in the website
THROUGH THE WEBSITE 34
34%
WHO
YOU ARE
YOUR CORE PURPOSE
WHAT
YOU DO
THE MARKETS YOU OPERATE IN
74%
100%
but 27%
Governance framework
100%
31%
LEADERSHIP
TEAM
HOW YOU ARE GOVERNED
YOUR
STRATEGY
HOW YOU CREATE VALUE

POOR EXAMPLES 35

POOR EXAMPLES 36

POOR EXAMPLES 37

BEST PRACTICE EXAMPLES 38

CUSTOMISED ENGAGING CONTENT 41

YOUR KEY AUDIENCES 42
YOUR
CORPORATE
STORY
POTENTIAL
EMPLOYEES
MEDIA
CSR
COMMUNITY
INVESTOR
COMMUNITY

•
Your website often 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 (see right from Rivel)
THE IMPORTANCE OF SITE FOR IR
10% 38% 29% 22% 1% Very unfavorableModerately unfavorableSlightly unfavorableNo impact at allUncertainWhat 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 slightlyunfavorable

•
Top 3 IR criteria for a good website:
–
Ease of use
–
Access to latest presentations , results, reports metrics and strategy
KEY CONTENT FOR IR AUDIENCES
92% 88% 87% 85% 83% 79% 78% 76% 69% 66% 65% 64% Recent investor presentationsEarnings releasesAnnual report archiveHistorical financial dataEarnings call replays/transcriptsKey financial metricsThe business strategyIRO contact informationCalendar of company eventsGovernment filingsIndustry fundamentalsCorporate governance informationThings Must Be Able to Find Quickly on an IR Website (Aided) (Among Total Global Buy-side May 2014, n=355) * Multiple responses

A VIRTUOUS CIRCLE 45
CREATING AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT & UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN RESOURCES
NARRATIVE CONTENT
RECENCY & FREQUENCY
UTILITY

•
Evergreen and ‘live’ content well populated
•
Driven by regulatory need and investor expectations
•
Most fail to provide priority investment information
–
Investment case and link to strategy
–
Financial performance and metrics
–
Key facts
•
A few even fail to enable sign up to alerts!
SO HOW DOES THE FTSE PERFORM? 46
48%
have investment case
36%
provide fact sheet
54%
provide financial highlights

BEST PRACTICE INVESTMENT CASE 47

BEST PRACTICE INVESTMENT CASE 48

YOUR KEY AUDIENCES: CSR 49
YOUR CORPORATE STORY
POTENTIAL
EMPLOYEES
MEDIA
INVESTOR
COMMUNITY
CSR
COMMUNITY

•
Much more varied approach
•
Some take the minimalist approach, others use the website as a rich resource for CSR
•
Surprisingly few bring their work to life through case studies
•
Even fewer enable people to engage through CSR specific news or news alerts
53%
include case studies
32%
have CSR specific news
8%
provide CSR news alerts

BEST PRACTICE: CSR 51

YOUR KEY AUDIENCES: MEDIA 52
YOUR
CORPORATE
STORY
INVESTOR COMMUNITY
CSR COMMUNITY
POTENTIAL
EMPLOYEES
MEDIA

•
All companies provide access to news and media contacts
•
However the approach is varied
–
Mixed quality of links to other news and resources
–
Many do not enable sign up to non-RNS news alerts, and even fewer by category
–
Few provide easy access to downloads (ie virtual press pack)
42% provide an RSS service
26%
provide news alerts by category
41%
enable sign up to company news
100%
have news
12%
provide a fact sheet

BEST PRACTICE: MEDIA 54

YOUR KEY AUDIENCES: CAREERS 57
YOUR
CORPORATE
STORY
MEDIA
INVESTOR
COMMUNITY
CSR COMMUNITY
POTENTIAL
EMPLOYEES

•
Importance of ‘careers’ varies significantly by company
•
Those with a need for recruitment cover the search/apply well
•
Employee profiles well used
•
Opportunities are:
–
Explain why your company is a great company to work for
–
Outline their development, recognition, reward
–
Use video to bring to life
•
Remember your employees are also readers of this section
62%
explain ‘why work’ with the company
40% use video
80%
describe recognition and reward
90%
provide employee profiles
58%
include workplace description

BEST PRACTICE: CAREERS 59

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