Download - Digital IR Communications
Digital IR communications
Trends, opportunities and JSE performance
Rick Sellers
Who we are
www.kw-digital.com
www.linkedin.com/company/1816941
@kwdigital
www.facebook.com/kwdigital
Digital corporate communication specialists
Offices in London, Stockholm & Dubai
• Corporate websites
• Online reporting
• Social media
• Research & consultancy
Conference iPad App
http://kwdigital-ota.mobgen.com
• Detailed agenda
• Speaker presentations
• Background information
• Feedback form
Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites how do they compare?
South African corporate sites how do they compare?
Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites how do they compare?
Corporate websites: increasingly the focal point…
• Sharp increase in corporate website use over past 10 years
• Number and type of visitors
• Geographical reach
• Consumption of information
• Demand for timely information
• Loyalty
• First port of call
+114%more visits/month
than in 2009
X3.2 visits on key days
88%.com is first place for info
Not just a financial reporting exercise
Government Job seekers
General interest
Shareholders
Employees
Suppliers
Investors
Analysts
ConsumersCSR interest
Then…
Now…
Journalists
An internal shift• C-suite involvement
• Strategic influence and sign-off
• Personal involvement
• Demonstrates the importance of .com
$160kav. corp site build in 2012
41%site owners increased
budget in 2013
Mobile revolution
2010 2013
Desktop
Mobile / tablet
Other factors?
Broadband penetration
Speed of commsexpectations
Legal & regulatory changes
Environmental
Investment community’s geographic focus
A challenge… and an opportunity
• Where you build and maintain reputation…
• Everything you do and say online
• can help protect, enhance and build your reputation
• influence all your stakeholders
• Brand, tone of voice, transparency, depth of content, website uptime, timeliness, user experience, and so on
= your most important communication channel?
Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites how do they compare?
Social media
Governance
Mobile & tablets
Management
Financial reporting
Transparency
Investment case
Depth of content
Crisis communications
Analytics
Editorial planning
Rolling reporting & storytelling
Key trends
1. Content is King
2. Real impact
3. Size matters
4. #socialIR
Key trends
1. Content is King
2. Real impact
3. Size matters
4. #socialIR
Capital market quotes
Too often sites can have the data I want, it is just put in places that are not obvious
or do not make sense to me.
Make sure you can get to all the data investors typically
look for (financial press releases, presentations, etc.) from the investor relations
page.
Don’t make me piece everything together
Make things easy – data files, real
contacts, updated info… not all
hidden in a report somewhere
Give me more. Easy soundbites or facts but also the detail
And… what about going forward?
Objectives, targets?
Depth of content
• Not just a base archive of information
• Future outlook
• Market trends and growth drivers
• Debt information
• Evidence strategy
Investment proposition
PotashCorp
• Easy-to-understand, simple approach
• The strengths of the business and industry
• Constructs a coherent, clear case
Investment proposition
Wolseley
• Fast facts for quick read
• Further levels of detail
• Evidenced through case studies and multimedia
Management focus
• Increasing focus on company management
• A hub of information
• Videos, interviews, presentations, images
Bring events to life
SABMiller
• Use the medium to make your events accessible to all
• Timely information
• Live updates – video, Twitter
Offer a tailored experience
Turk Telecom
• Allow users to tailor the site
• Removes unwanted content
• Helping your visitors
Key trends
1. Content is King
2. Real impact
3. Size matters
4. #socialIR
Capital market quotes
I would recommend all websites to have video clips by management
talking about their businesses, background,
what they do, key drivers, current trading
etc.
Let’s see the whites of their eyes
It’s sometimes hard to believe or get enthused by copy
straight from the PR office.
Let’s hear from real people at all levels – more authentic and
engaging
Use the medium – bring things to life
• Video increases site engagement
• Ensure clear message
• Raise management profile
Use a real voice
• Authentic employee communication
• Real and powerful
• Video, blogs, live web chats
Key trends
1. Content is King
2. Real impact
3. Size matters
4. #socialIR
The desktop is dying?
• The way users access all websites is changing
• Corporate sites are no different
• Smartphones, tablets, touchscreen
• Apple dominates
Just look around any results presentation –
everyone is on their iPad
© Gaia Insight 2013
The issues & challenges
• Usability on smallest screens very poor – text size, navigation
• Functionality does not work on touchscreens
• Out-dated technology broken on Apple devices – from video to share tools to animation
= users are left with a negative impression… of the website & company
The best possible experience – for all
• Responsive Web Design
• The latest approach to web development
• Adjusts layout, text size, content to suit the size of screen and/or device
• One website – not separate mobile or tablet versions
VimpelCom – responsive design
And Apps?
• Valued additions to IR communications
• Targeted at key stakeholders
• News, share information, results, reports, presentations, calendars, contacts etc
• Offline accessibility, push notifications, GPS
• Also, special event Apps for A&I days, results etc
Key trends
1. Content is King
2. Real impact
3. Size matters
4. #socialIR
Social media for IR
• Corporate social media has seen huge growth
• Seen as ‘just another channel’
• IR more cautious, but some pioneers
• Recent developments in the US have put spotlight on Twitter
• Terminals pull-in Twitter feeds
• Integrated with investment workflows
• Tweets by company, asset class etc
• Clickable stock symbols
• See conversation about a company
• SEC now allow distribution of news, results etc
• Encouraging companies to seek out new form of comms to better connect with shareholders
Who and how?
Listen EngageIntegrate
• Push information
• Embed in .com
• Feeds + native content
• Full commitment
• Actively engage Dedicated staff
• Secure accounts
• Monitor activity
• Report
Examples
• BASF
@basf_ir
• PotashCorp
@PotashCorp
• Deutsche Telecom
@DT_IR
• SAP
@SAPinvestor
Key trends
Oh… and don’t be in the dark
Make sure you know what’s going on!
• Who’s coming? What are they doing? Where are they going? Are they coming back?
• What are others doing?
• What’s global best practice?
Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites how do they compare?
KWD Webranking
• Oldest & most respected rankings of corporate websites globally
• Driven by the market, not our personal opinion
• Surveys analysts, investors, business journalists, SRI analysts etc
• Press coverage in national publications
And the JSE?
• Not currently part of the annual Webranking
• Bespoke assessment carried out for this event
• Analysed JSE top-40 companies
• Based on the 2012 criteria to allow comparison with global companies
So… what did we find out?
Trend #1
JSE top-40 websites performance is ‘average’
• A consistency in standards
• Very few poor sites
• But also no leading, best practice examples
• Top site would be around 84th in global list
Trend #2
Companies with dual listing out-perform
• Non-JSE primary listed companies have 30% higher overall scores
• What drives this?• regulatory requirements?
• social factors?
• Investment audience / geography?
• (consultancy / advice / competition?)
Trend #3
Financial reporting is very strong
• SA average 33% higher than global scores
• Primary JSE-listed outperform primary UK-listed companies
Online financial reports
Reporting comms in social media
Reports archive
Financial presentations
KPIsData in Excel
Financial calendar
Trend #4
Depth of other IR-related content needs improving
• Share information and investor relations are relatively weak
• Corporate governance –emphasis given to it, but lack of depth
• Majority of the content exists – but is hidden in reports, presentations, announcements
14%average ‘Investor relations’ score
Investment proposition
Financial targets & achievements
Debt IR
Management profiling & experience
Growth drivers
Dividend policy
Trend #5
Mobile and tablets not catered for
• 23% of sites use
flash – for video, animation, share price tools
• 46% of interactive
share tools do not work
= a big opportunity to cater for audience needs anddifferentiate
Trend #5
Mobile and tablet not catered for
• 2 sites built with
Responsive Design
• 3 mobile sites
= a big opportunity to cater for audience needs anddifferentiate
What does it all mean?
There’s real opportunity for companies to:
1. Cater for the needs of a growing, changing audience –expectations, devices, location
2. Differentiate from peers through content and technology
3. Communicate in new channels for maximum engagement
4. Help maintain and build reputation
The top performers
The top performers
MTN Group
Highlights:
• Strong press and careers sections
• Site functionality is good
• URL: www.mtn.com
The top performers
Impala Platinum Holdings
Highlights:
• Comprehensive company information
• Including wider market context and detailed business profiles
• URL: www.implats.co.za
The top performers
Nedbank Group
Highlights:
• Excellent IR content
• Including investment proposition, future targets, debt IR
• Strong governance and CR
• URL: www.nedbankgroup.co.za
Want to know more?You?
• Summary assessment, including peer comparison
• Find me afterwards… I won’t bite or charge! or [email protected]
Coming soon
• Web management report (Autumn)
• 2013 Webranking (late 2013)
KW Digital
About us
About KW Digital
• 40 employees at offices in London and Stockholm
• Partner offices in Milan, Lisbon and Dubai
• Part of King Worldwide – sister agencies with e.g. Hallvarsson & Halvarsson, M: Communications, Capital Precision.
We are digital corporate
communications specialists
• Corporate websites
• Digital corporate reporting
• Corporate social media
• Research (KWD Webranking and bespoke research)
What we do
• Through research, strategy and implementationHow we do it
Digital corporate communications specialists –main pillars
Research• KWD Webranking• Focus groups• Peer benchmarking• Web analytics
Strategy• Advice & consultancy• Strategic planning• Design, IA & usability• Roadmaps for online• Social media
Implementation• Corporate websites• Corporate reporting• Intranets• Content management and site
maintenance
Our people – 40 across London, Stockholm, Dubai
Phil Marchant – Managing Director, UK15 years experience advising on award-winning corporate websitesCentrica, Visa Europe, Aviva, Kingfisher, Rexam, National Express
Staffan Lindgren – Managing Director, International15 years experience of global corporate websites, Webranking co-founder BBVA, Telecom Italia, Eni, Prada, Swedbank, SEB, WSP Group, Swedish Post
Rick Sellers – Director of Strategy10 years experience advising and managing award-winning corporate websites Aviva, Barclays, British Land, Centrica, Dana Petroleum, ENRC, Imperial Tobacco, VimpelCom
Damon Sutton – Head of Design20 years experience designing FTSE corporate websites and brandingMorrisons, National Grid, BSkyB, EON, British American Tobacco, British Land
Our people – 40 across London, Stockholm, Dubai
Phil Marchant – Managing Director, UK15 years experience advising on award-winning corporate websitesCentrica, Visa Europe, Aviva, Kingfisher, Rexam, National Express, VimpelCom
Rick Sellers – Director of Strategy10 years experience advising and managing award-winning corporate websites Aviva, British Land, Centrica, Dana Petroleum, ENRC, Imperial Tobacco, VimpelCom
Best FTSE100 website
• 2008: Imperial Tobacco
• 2009: Imperial Tobacco
• 2011: British Land
• Both have been regular speakers at industry events and taught at IRS courses
• Recent speakers at the IRS seminar on Corporates & Social Media
• Both have a long history of success in leading industry awards including the Digital Impact Awards, SmithsRatings and IR Best Practice
Why we’re different
Our thinking is backed up by evidence
• KWD Webranking
• Oldest & most respected rankings of corporate websites in the world
• 130 criteria
• Driven by the market, not our personal opinion
• We combine our experience, data from usage and Webranking
Corporate websites
• Strategy
• Design
• Content
• Build
• Hosting
• Multi-language
• Maintenance & CMS
• Event support
Digital consultancy
• Strategy driven by KWD Webranking data
• Peer group benchmarking
• Roadmaps for online
• Usage analysis and reports
Corporate reporting
• Based on Best practice and usability studies
• Built in our reporting platform based on MS Word for easy handling of content
• Userfriendly design
• Smooth production process
Digital Corporate Communications
Recent work
BBVA – IR centre
Dana Petroleum – corporate website
SCA websites – 25 corporate, product and country websites
Website showcase
Billerud corporate website Sintez corporate website
Local World corporate website SEB Group corporate website
Website showcase
Melrose corporate website SCA corporate website
National Express Group corporate website Wermuth Asset Management
Website showcase
Sharjah Holdings Postnord corporate website
Real Estate Credit Investments Swedish Match corporate website
Corporate reporting showcase
Telecom Italia – financial Volvo Group – Sustainability
BBVA – financial and sustainability Trelleborg – financial