uk's first responsive corporate website dana petroleum andrew mccallum_2012_11_29
TRANSCRIPT
KWD Webranking Forum 2012
London, November 29th
dana-petroleum.com
Dana-petroleum.com The UK’s first responsive corporate website
Andrew McCallum
Group Director of Communications and External Affairs
dana-petroleum.com
Dana Petroleum
Andrew McCallum | KWD Forum | 29 November 2012
•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
Europe, the Middle East and Africa.
1994 Formed
$4bn Oil & gas business
$5bn Future investment
dana-petroleum.com
Our challenge
Andrew McCallum | KWD Forum | 29 November 2012
•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
dana-petroleum.com Andrew McCallum | KWD Forum | 29 November 2012
Ambition Protect and enhance the reputation of Dana Petroleum
Proactive
media relations
Five-year goal(s) To be recognised as a leading international oil and gas company in our chosen markets
Strategic priorities Influence
the policy
environment
Establish a
strong brand
presence
Help create
‘One Dana’
Promote
Dana as a
responsible
company
Key activities in 2012
Deliver a
wide-ranging
media relations
programme
Deliver a
comprehensive
public affairs
programme
Create and
implement a
new brand ID
for Dana
Implement an
engaging
internal comms
programme
Create a best-
in-class website
and integrated
social media
Fiv
e y
ea
r 2
01
2
Our priorities in 2012
Issues & crisis management
Key position statements
Media
Relations Internal
Communications Brand & Online
Communications
Government
Relations Business & Civic
Engagement
Community
Engagement Corporate
Responsibility
dana-petroleum.com
Corporate website focus
Andrew McCallum | KWD Forum | 29 November 2012
•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
dana-petroleum.com
A new digital strategy
Andrew McCallum | KWD Forum | 29 November 2012
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
dana-petroleum.com
Responsive design – what is it?
Andrew McCallum | KWD Forum | 29 November 2012
• One website
• Adjusts to device or
screen size
• Flexible layouts,
font sizes, content,
navigation, images
= full site content,
accessible to all
dana-petroleum.com
Responsive design – why for us?
Andrew McCallum | KWD Forum | 29 November 2012
•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
dana-petroleum.com
High profile examples
Andrew McCallum | KWD Forum | 29 November 2012
Time Magazine
Microsoft
dana-petroleum.com
Potential downsides?
Andrew McCallum | KWD Forum | 29 November 2012
•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?
dana-petroleum.com
More to think about – an example
Andrew McCallum | KWD Forum | 29 November 2012
dana-petroleum.com
But we think it’s worth it – the result
Andrew McCallum | KWD Forum | 29 November 2012
dana-petroleum.com
The result
Andrew McCallum | KWD Forum | 29 November 2012
•The UK’s first responsive corporate
website
•Proven to be reaching wider audiences,
providing a tailored experience
•Increased engagement across mobile
and tablet devices
•A future-proof website with in-built
flexibility -21% Bounce rate
+238% Visits each month
+99% Time spent on site
+58% Pages viewed per visit
dana-petroleum.com
Thank you
Andrew McCallum | KWD Forum | 29 November 2012
Andrew McCallum
Director of Communications and External Affairs
@dana_petroleum
uk.linkedin.com/in/andrewmccallum
linkedin.com/company/dana-petroleum-plc
facebook.com/DanaPetroleum