Transforming your corporate website to engage stakeholders

TRANSFORMING YOUR CORPORATE WEBSITE TO ENGAGE KEY STAKEHOLDERS

22 October 2014

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

THE EVER-EVOLVING DIGITAL LANDSCAPE

IN TWO WORDS…..

COMPLEX.…..

IN TWO WORDS…..

FAST-MOVING.…..

KEY DRIVERS

PEOPLE

BEHAVIOURS TECHNOLOGY

GROWTH IN VISUAL WEB

ENABLED BY COST REDUCTIONS

LEAP FORWARD IN TECHNOLOGY….

BUT…..

CONVERGENCE OF DIGITAL CHANNELS

LinkedIn YouTube

THE EXPLOSIVE GROWTH OF MOBILE

A PLETHORA OF DEVICES

AND NOW THE PHABLET!!

AND THE FUTURE…….?

MORE COMPLEXITY.…..

THE IMPLICATIONS FOR YOUR WEBSITE

CLEAR, SIMPLE MESSAGING…..

NUGGETISE CONTENT…..

CONSIDER USE OF VIDEO/INTERACTIVITY

TAILOR CONTENT TO AUDIENCES

DE BEERS IMAGES

BE RESPONSIVE

BUILD FOR THE FUTURE…..

BUT WITH A FALLBACK FOR OLDER TECHNOLOGIES

MORE TESTING WILL BE REQUIRED…..

CREATING A GREAT CORPORATE WEBSITE

SO WHAT IS THE SECRET INGREDIENT.…..?

THE 4 C’s

COHERENT CORPORATE

COMPELLING CREATIVE IDENTITY

CAPTIVATING USER

EXPERIENCE

CUSTOMISED, ENGAGING CONTENT

THE OUTCOME

Deeper understanding of your business

Higher levels of engagement

GREATER TRUST AND CONFIDENCE IN YOUR BRAND

COHERENT CORPORATE STORY

A COHERENT CORPORATE STORY

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

FTSE100

FTSE250

A CONSISTENT CORPORATE STORY….

65% 64%

42% 43%

FTSE100

FTSE250

STARTING WITH THE HOMEPAGE….

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% WHO

YOU ARE YOUR CORE

PURPOSE WHAT

YOU DO THE MARKETS

YOU OPERATE IN

100% but 27%

Governance framework

LEADERSHIP TEAM

HOW YOU ARE GOVERNED

YOUR STRATEGY

HOW YOU CREATE VALUE

POOR EXAMPLES

BEST PRACTICE EXAMPLES

CUSTOMISED ENGAGING CONTENT

YOUR KEY AUDIENCES

YOUR CORPORATE

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

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

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

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?

48% have investment case

36% provide fact sheet

54% provide financial

highlights

BEST PRACTICE INVESTMENT CASE

YOUR KEY AUDIENCES: CSR

YOUR CORPORATE

POTENTIAL EMPLOYEES

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

53% include case studies

32% have CSR specific news

8% provide CSR news alerts

BEST PRACTICE: CSR

YOUR KEY AUDIENCES: MEDIA

YOUR CORPORATE

INVESTOR COMMUNITY

CSR COMMUNITY

POTENTIAL EMPLOYEES

• 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)

42% provide an RSS

service

26% provide news alerts by

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