transforming your corporate website to create a compelling digital presence

CREATING A COMPELLING CORPORATE WEBSITE

4 November 2014

© Black Sun Plc 2014 www.blacksunplc.com

AGENDA

1. THE EVER-CHANGING WORLD OF DIGITAL COMMUNICATIONS – Macro trends

– Implications for your website

2. CREATING A COMPELLING CORPORATE WEBSITE – The secret ingredient

– Captivating user experience

– Compelling creative identity

3. DISCUSSION ON CONCLUSIONS AND NEXT STEPS

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THE EVER-CHANGING WORLD OF DIGITAL COMMUNICATIONS

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THE WORLD OF DIGITAL COMMUNICATIONS IS FOREVER CHANGING


GROWTH IN VISUAL WEB

5


THE EXPLOSIVE GROWTH OF MOBILE

6


THE EXPLOSIVE USE OF MOBILE

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129 HOURS, 54 MINS 41 HOURS, 42 MINS


A PLETHORA OF DEVICES


AND NOW THE PHABLET!!

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INFLUENCE OF SOCIAL MEDIA

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Twitter sees roughly 175 million tweets every day, and has more than 465 million accounts


30 Billion pieces of content shared on Facebook every month

INFLUENCE OF SOCIAL MEDIA

© Black Sun Plc 2014 www.blacksunplc.com 12

CONVERGENCE OF DIGITAL CHANNELS

LinkedIn YouTube


LEAP FORWARD IN TECHNOLOGY….

BUT…..


AND THE FUTURE…….?

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CONTINUAL TRANSFORMATION OF THE DIGITAL EXPERIENCE.…..



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http://www.youtube.com/watch?v=qylxsGdVbJE



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http://www.magicleap.com/#/home


THE IMPLICATIONS FOR YOUR WEBSITE

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CLEAR, SIMPLE MESSAGING…..


NUGGETISE CONTENT…..

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=9hlGF_LY6OmrPM&tbnid=Q7Hs96dsjN-F9M:&ved=0CAcQjRw&url=http://fox43.com/2014/08/14/massive-chicken-nugget-recall-ordered-after-complaints-of-plastic-bits/&ei=ffY8VPSME9PdaLGngqgL&bvm=bv.77161500,d.ZGU&psig=AFQjCNFkyzmqsrcliG6iUJwUSnfpP-1c4Q&ust=1413367734797258


USE OF VIDEO/INTERACTIVITY

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TAILOR CONTENT TO AUDIENCES

DE BEERS IMAGES

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=p18-gIy_ywHfYM&tbnid=eLiBqKb35T672M:&ved=0CAcQjRw&url=http://www.outbox4.com/website-company-ayrshire/bespoke-website/&ei=kPo8VOGsOZPeaP_igYAK&bvm=bv.77161500,d.ZGU&psig=AFQjCNFgp_G1Yhbo74MRcSJQMgQBaB5cCA&ust=1413368841235683


BE RESPONSIVE


BUILD FOR THE FUTURE…..

BUT WITH A FALLBACK FOR OLDER TECHNOLOGIES

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&uact=8&docid=CQHjdBaoZvSbKM&tbnid=vvw28HOvwuE4QM&ved=0CAgQjRw&url=http://www.depit.be/event/back-to-the-future&ei=VfA8VOOsLYnW7QanuoCoAQ&psig=AFQjCNHSyAwCRFSuNaqdJ9OBNddvG-jqUw&ust=1413366230039778


MORE TESTING WILL BE REQUIRED…..


CURRENT CORPORATE WEBSITE BEHAVIOURS

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OVERALL VISITOR STATS

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30%

REPEAT VISITORS

TIME ON SITE

AVERAGE PAGES VIEWED

3:21 3.35

19-42% 1:12 – 8:31 2.24 – 4.59


DESKTOP

86%

3:37

3.48

MOBILE

9%

1:53

2.46

TABLET

5%

9:17

3.27

DEVICES

% visits Mins on site Pages


FTSE RESPONSIVE WEBSITES

35% of websites are

responsive

14% of traffic from mobile

8% of traffic from mobile

YES

NO

CREATING A GREAT CORPORATE WEBSITE

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SO WHAT IS THE SECRET INGREDIENT.…..?


THE 4 C’s


THE 4 C’s

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COHERENT CORPORATE

STORY

COMPELLING CREATIVE IDENTITY

CAPTIVATING USER

EXPERIENCE

CUSTOMISED, ENGAGING CONTENT

+ + +


THE OUTCOME

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Deeper understanding of your business

Higher levels of engagement

GREATER TRUST AND CONFIDENCE IN YOUR BRAND


CAPTIVATING USER

EXPERIENCE

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COMPELLING CREATIVE IDENTITY


LOGIC

MAGIC


SURFACE

SKELETON

STRUCTURE

SCOPE

KEY ELEMENTS

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STRATEGY


STRATEGY: DEFINING YOUR VISION

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STRATEGY: DEFINING YOUR OBJECTIVES

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STRATEGY: YOUR KEY AUDIENCES

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YOUR CORPORATE

STORY

POTENTIAL EMPLOYEES

MEDIA CSR COMMUNITY

INVESTOR COMMUNITY


SCOPE: AUDIENCE NEEDS

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SCOPE: VIRTUOUS CIRCLE OF CONTENT

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CREATING AN ENGAGING

‘DESTINATION’ SITE

ENGAGEMENT & UNDERSTANDING

‘LIVE’ CONTENT

EVERGREEN RESOURCES NARRATIVE CONTENT

RECENCY & FREQUENCY UTILITY


A VIRTUOUS CIRCLE: IR

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EVERGREEN RESOURCES NARRATIVE CONTENT CREATING

AN ENGAGING ‘DESTINATION’ SITE

Share price & tools Results & presentations News & RNS News alerts by category Contacts

Investment case - Strategy - Performance - Financial/KPI overview - Risk

Presentations Events Annual report & related content Company information

Shareholder information Governance Dividends Debt holders Credit ratings Analysts coverage

‘LIVE’ CONTENT


STRUCTURE

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SKELETON

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UX PRINCIPLES….

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DON’T MAKE PEOPLE THINK….


UX PRINCIPLES….

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KEEP IT SIMPLE….

00:05


UX PRINCIPLES….

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PROVIDE CLEAR SIGNPOSTING….


UX PRINCIPLES….

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SCROLLING OFTEN BEATS CLICKING….


UX PRINCIPLES….

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REMEMBER, YOU’RE DELIVERING AN EXPERIENCE….


EXAMPLES


CREATING A COMPELLING CREATIVE IDENTITY

56


“Creativity is breaking away from traditional patterns and looking

at things in a different way.” – Edward de Bono

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Creativity in the digital space will transform the way stakeholders

perceive your business.

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KEY MESSAGE


1. Why is this important

2. How to do this

3. Corporate website examples

4. Our journey with De Beers

59


RISK 1. Out of date

2. Lacking personality

3. Un-engaging communication of corporate story

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1. WHY THIS IS IMPORTANT

ADVANTAGE 1. Modern business

2. Understand personality

3. Clearly communicate corporate story


2. HOW TO DO THIS

Knowing how you

want to be perceived

Strong brand

identity / personality

Images + messages

working together

Relevant layout / design

Brand fonts

Interactive elements, video +

animation

CREATIVE DIGITAL

IDENTITY


3. EXAMPLES


3. EXAMPLES

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3. EXAMPLES


3. EXAMPLES – FILM

General Electric explain what they do in a way a child can understand – https://www.youtube.com/watch?v=Co0qkWRqTdM

https://www.youtube.com/watch?v=Co0qkWRqTdM

https://www.youtube.com/watch?v=Co0qkWRqTdM


3. EXAMPLES – ANIMATION

Axis Corporate – helps build infrastructures for the energy sector – http://vimeo.com/50376279

http://vimeo.com/50376279

http://vimeo.com/50376279


3. EXAMPLES – MAPS

Playful high tech globe showing a cyber threat real time map to explain an anti-virus software programme – http://cybermap.kaspersky.com

http://cybermap.kaspersky.com




3. EXAMPLES – MAPS

Photographer’s site showing content / photos that he has taken around the world – http://www.yvanrodic.com/places

http://www.yvanrodic.com/places


3. EXAMPLES – TIMELINE

Interactive timeline – Filterable content – Links to each story within this sports newspaper online http://www.lequipe.fr/Football/Coupe-du-monde/Mundial-Memories/#/timeline

http://www.lequipe.fr/Football/Coupe-du-monde/Mundial-Memories/#/timeline










Knowing how you

want to be perceived

Strong brand

identity / personality

Images + messages

working together

Relevant layout / design

Brand fonts

Interactive elements, video +

animation

CREATIVE DIGITAL

IDENTITY

THANK YOU

transforming your corporate website to create a compelling digital presence

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