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

1. KWD Webranking Forum 2012
London, November 29th

2. Dana-petroleum.com
The UK’s first responsive corporate website
Andrew McCallum
Group Director of Communications and External Affairs
dana-petroleum.com

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
$5bn
Europe, the Middle East and Africa. Future investment
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

4. Our challenge
•Privately owned – only one shareholder – Korean Government
•Fewer communications and regulatory obligations
•No communications and external affairs programme
BUT
… 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 talent
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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 Petroleum
Five 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. 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 issues
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

7. A new digital strategy
1. To communicate to FTSE100 best practice standards
2. To tell the Dana story
3. To help attract and retain talent
4. To support a new brand
Crucial aspect was to ensure we
• cater all our audiences…
• in a sophisticated, modern way…
• on any device.
= responsive design
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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 all
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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 proof
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

10. High profile examples
Time Magazine
Microsoft
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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. More to think about – an example
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

13. But we think it’s worth it – the result
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

14. The result
•The UK’s first responsive corporate
website
+238%
Visits each month
•Proven to be reaching wider audiences,
providing a tailored experience
+58%
Pages viewed per visit
•Increased engagement across mobile
and tablet devices +99%
Time spent on site
•A future-proof website with in-built
flexibility -21%
Bounce rate
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

15. Thank you
Andrew McCallum
Director 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/DanaPetroleum
Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com