transforming your corporate website to engage stakeholders
DESCRIPTION
The world of digital never stands still. Stakeholder needs and priorities change, user habits and behaviours continuously evolve, and digital technology advances. You need to make sure that your website achieves your communications objectives, communicating your corporate story to your audiences wherever they are, whatever their device. This presentation considers the findings of Black Sun's latest research on how well FTSE 100 corporate sites meet the needs of their audiences, including some of the most common mistakes made.TRANSCRIPT
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
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IN TWO WORDS…..
COMPLEX.…..
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IN TWO WORDS…..
FAST-MOVING.…..
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KEY DRIVERS
6
PEOPLE
BEHAVIOURS TECHNOLOGY
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GROWTH IN VISUAL WEB
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ENABLED BY COST REDUCTIONS
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LEAP FORWARD IN TECHNOLOGY….
BUT…..
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CONVERGENCE OF DIGITAL CHANNELS
LinkedIn YouTube
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THE EXPLOSIVE GROWTH OF MOBILE
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A PLETHORA OF DEVICES
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AND NOW THE PHABLET!!
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AND THE FUTURE…….?
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MORE COMPLEXITY.…..
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AND THE FUTURE…….?
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AND THE FUTURE…….?
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THE IMPLICATIONS FOR YOUR WEBSITE
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CLEAR, SIMPLE MESSAGING…..
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NUGGETISE CONTENT…..
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CONSIDER USE OF VIDEO/INTERACTIVITY
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TAILOR CONTENT TO AUDIENCES
DE BEERS IMAGES
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BE RESPONSIVE
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BUILD FOR THE FUTURE…..
BUT WITH A FALLBACK FOR OLDER TECHNOLOGIES
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MORE TESTING WILL BE REQUIRED…..
CREATING A GREAT CORPORATE WEBSITE
2
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SO WHAT IS THE SECRET INGREDIENT.…..?
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THE 4 C’s
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THE 4 C’s
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COHERENT CORPORATE
STORY
COMPELLING CREATIVE IDENTITY
CAPTIVATING USER
EXPERIENCE
CUSTOMISED, ENGAGING CONTENT
+ + +
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THE OUTCOME
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Deeper understanding of your business
Higher levels of engagement
GREATER TRUST AND CONFIDENCE IN YOUR BRAND
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COHERENT CORPORATE STORY
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A COHERENT CORPORATE STORY
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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
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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
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STARTING WITH THE HOMEPAGE….
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WHO YOU ARE
YOUR CORE PURPOSE
WHAT YOU DO
75% 92% 100%
How FTSE performs with content on homepage
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How FTSE performs with content in the website
THROUGH THE WEBSITE
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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
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POOR EXAMPLES
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POOR EXAMPLES
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POOR EXAMPLES
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BEST PRACTICE EXAMPLES
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BEST PRACTICE EXAMPLES
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BEST PRACTICE EXAMPLES
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CUSTOMISED ENGAGING CONTENT
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YOUR KEY AUDIENCES
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YOUR CORPORATE
STORY
POTENTIAL EMPLOYEES
MEDIA CSR COMMUNITY
INVESTOR COMMUNITY
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• 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
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• 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
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A VIRTUOUS CIRCLE
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CREATING AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT & UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN RESOURCES NARRATIVE CONTENT
RECENCY & FREQUENCY UTILITY
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• 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
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BEST PRACTICE INVESTMENT CASE
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BEST PRACTICE INVESTMENT CASE
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YOUR KEY AUDIENCES: CSR
49
YOUR CORPORATE
STORY
POTENTIAL EMPLOYEES
MEDIA
INVESTOR COMMUNITY
CSR COMMUNITY
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• 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
SO HOW DOES THE FTSE PERFORM?
50
53% include case studies
32% have CSR specific news
8% provide CSR news alerts
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BEST PRACTICE: CSR
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YOUR KEY AUDIENCES: MEDIA
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YOUR CORPORATE
STORY
INVESTOR COMMUNITY
CSR COMMUNITY
POTENTIAL EMPLOYEES
MEDIA
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• 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)
SO HOW DOES THE FTSE PERFORM?
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
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BEST PRACTICE: MEDIA
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BEST PRACTICE: MEDIA
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BEST PRACTICE: MEDIA
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YOUR KEY AUDIENCES: CAREERS
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YOUR CORPORATE
STORY
MEDIA
INVESTOR COMMUNITY
CSR COMMUNITY
POTENTIAL EMPLOYEES
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• 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
SO HOW DOES THE FTSE PERFORM?
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62% explain ‘why work’ with the company
40% use video
80% describe recognition
and reward
90% provide employee
profiles
58% include workplace
description
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BEST PRACTICE: CAREERS
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