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 www.blacksunplc.com 10

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.…..



15



16

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


THE IMPLICATIONS FOR YOUR WEBSITE

17


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


CONSIDER USE OF VIDEO/INTERACTIVITY

20


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…..

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


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FTSE100

FTSE250

21%

51%

39%

29%

67%

54%

33%

40%

20%

43%

27%

6%

36%

FTSE1

FTSE2

A CONSISTENT CORPORATE STORY….

21%

51%

39%

29%

67%

54%

33%

40%

20%

43%

27%

6%

36%

7%

65% 64%

20%

80%

75%

26%

37%

8%

42% 43%

4%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FTSE100

FTSE250


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



39



40


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 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 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 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


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


50

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)


53

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



55



56


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


58

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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