Transforming your corporate website to create a compelling digital presence

CREATING A COMPELLING CORPORATE WEBSITE
4 November 2014

© Black Sun Plc 2014 www.blacksunplc.com
AGENDA
1.
THE EVER-CHANGING WORLD OF DIGITAL COMMUNICATIONS
–
Macro trends
–
Implications for your website
2.
CREATING A COMPELLING CORPORATE WEBSITE
–
The secret ingredient
–
Captivating user experience
–
Compelling creative identity
3.
DISCUSSION ON CONCLUSIONS AND NEXT STEPS
2

THE EVER-CHANGING WORLD OF DIGITAL COMMUNICATIONS
1

THE WORLD OF DIGITAL COMMUNICATIONS IS FOREVER CHANGING

GROWTH IN VISUAL WEB 5

THE EXPLOSIVE GROWTH OF MOBILE 6

THE EXPLOSIVE USE OF MOBILE 7
129 HOURS, 54 MINS
41 HOURS, 42 MINS

A PLETHORA OF DEVICES

AND NOW THE PHABLET!! 9

INFLUENCE OF SOCIAL MEDIA 10
Twitter sees roughly 175 million tweets every day, and has more than 465 million accounts

30 Billion pieces of content shared on Facebook every month
INFLUENCE OF SOCIAL MEDIA

© Black Sun Plc 2014 12 www.blacksunplc.com
CONVERGENCE OF DIGITAL CHANNELS
LinkedIn
YouTube

LEAP FORWARD IN TECHNOLOGY….
BUT…..

AND THE FUTURE…….? 14
CONTINUAL TRANSFORMATION OF THE DIGITAL EXPERIENCE.…..

THE IMPLICATIONS FOR YOUR WEBSITE 18

CLEAR, SIMPLE MESSAGING…..

NUGGETISE CONTENT…..

USE OF VIDEO/INTERACTIVITY 21

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…..

CURRENT CORPORATE WEBSITE BEHAVIOURS 26

OVERALL VISITOR STATS 27
30%
REPEAT VISITORS
TIME ON SITE
AVERAGE PAGES VIEWED
3:21
3.35
19-42%
1:12 – 8:31
2.24 – 4.59

DESKTOP
86%
3:37
3.48
MOBILE
9%
1:53
2.46
TABLET
5%
9:17
3.27
DEVICES
% visits
Mins on site
Pages

FTSE RESPONSIVE WEBSITES
35%
of websites are responsive
14%
of traffic from mobile
8%
of traffic from mobile
YES
NO

CREATING A GREAT CORPORATE WEBSITE
2

SO WHAT IS THE SECRET INGREDIENT.…..?

THE 4 C’s

THE 4 C’s 33
COHERENT
CORPORATE STORY
COMPELLING CREATIVE
IDENTITY
CAPTIVATING USER EXPERIENCE
CUSTOMISED,
ENGAGING
CONTENT
+
+
+

THE OUTCOME 34
Deeper understanding of your business
Higher levels of engagement
GREATER TRUST AND CONFIDENCE IN YOUR BRAND

CAPTIVATING USER EXPERIENCE 35
COMPELLING CREATIVE IDENTITY

LOGIC
MAGIC

SURFACE
SKELETON
STRUCTURE
SCOPE
KEY ELEMENTS 37
STRATEGY

STRATEGY: DEFINING YOUR VISION 38

STRATEGY: DEFINING YOUR OBJECTIVES 39

STRATEGY: YOUR KEY AUDIENCES 40
YOUR
CORPORATE
STORY
POTENTIAL
EMPLOYEES
MEDIA
CSR
COMMUNITY
INVESTOR
COMMUNITY

SCOPE: AUDIENCE NEEDS 41

SCOPE: VIRTUOUS CIRCLE OF CONTENT 42
CREATING AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT &
UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN RESOURCES
NARRATIVE CONTENT
RECENCY & FREQUENCY
UTILITY

A VIRTUOUS CIRCLE: IR 43
EVERGREEN RESOURCES
NARRATIVE CONTENT
CREATING AN ENGAGING
‘DESTINATION’ SITE
Share price & tools
Results & presentations
News & RNS
News alerts by category
Contacts
Investment case
-
Strategy
-
Performance
-
Financial/KPI overview
-
Risk Presentations Events Annual report & related content Company information
Shareholder information
Governance
Dividends
Debt holders
Credit ratings
Analysts coverage
‘LIVE’ CONTENT

STRUCTURE 44

SKELETON 45

UX PRINCIPLES…. 46
DON’T MAKE PEOPLE THINK….

KEEP IT SIMPLE….
00:05

PROVIDE CLEAR SIGNPOSTING….

SCROLLING OFTEN BEATS CLICKING….

REMEMBER, YOU’RE DELIVERING AN EXPERIENCE….

EXAMPLES

CREATING A COMPELLING CREATIVE IDENTITY 56

“Creativity is breaking away from traditional patterns and looking at things in a different way.”
– Edward de Bono 57

Creativity in the digital space will transform the way stakeholders perceive your business. 58
KEY MESSAGE

1.
Why is this important
2.
How to do this
3.
Corporate website examples
4.
Our journey with De Beers 59

RISK
1.
Out of date
2.
Lacking personality
3.
Un-engaging communication of corporate story 60
1. WHY THIS IS IMPORTANT
ADVANTAGE
1.
Modern business
2.
Understand personality
3.
Clearly communicate corporate story

2. HOW TO DO THIS
Knowing how you want to be perceived
Strong brand identity / personality
Images + messages working together
Relevant layout / design
Brand fonts
Interactive elements, video + animation
CREATIVE DIGITAL
IDENTITY

3. EXAMPLES

3. EXAMPLES 65

3. EXAMPLES

3. EXAMPLES – FILM
General Electric explain what they do in a way a child can understand – https://www.youtube.com/watch?v=Co0qkWRqTdM

3. EXAMPLES – ANIMATION
Axis Corporate – helps build infrastructures for the energy sector – http://vimeo.com/50376279

3. EXAMPLES – MAPS
Playful high tech globe showing a cyber threat real time map to explain an anti-virus software programme – http://cybermap.kaspersky.com

3. EXAMPLES – MAPS
Photographer’s site showing content / photos that he has taken around the world
– http://www.yvanrodic.com/places

3. EXAMPLES – TIMELINE
Interactive timeline – Filterable content – Links to each story within this sports newspaper online http://www.lequipe.fr/Football/Coupe-du-monde/Mundial-Memories/#/timeline

Knowing how you want to be perceived
Strong brand identity / personality
Images + messages working together
Relevant layout / design
Brand fonts
Interactive elements, video + animation
CREATIVE DIGITAL
IDENTITY

Transforming your corporate website to create a compelling digital presence

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