6. Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites
how do they compare?
7. 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
8. Not just a financial reporting exercise
Government Job seekers
General interest
Shareholders
Employees
Suppliers
Investors
Analysts
Consumers
CSR interest
Then…
Now…
Journalists
9. An internal shift
• C-suite involvement
• Strategic influence and
sign-off
• Personal involvement
• Demonstrates the
importance of .com
$160k
av. corp site build in 2012
41%
site owners increased
budget in 2013
12. 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?
13. Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites
how do they compare?
17. 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?
18. Depth of content
• Not just a base archive
of information
• Future outlook
• Market trends and
growth drivers
• Debt information
• Evidence strategy
25. 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
26. Use the medium – bring things to life
• Video increases site
engagement
• Ensure clear message
• Raise management
profile
27. Use a real voice
• Authentic employee
communication
• Real and powerful
• Video, blogs, live web
chats
30. 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
31. 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
35. 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
36. 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
37. 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?
38. Online corporate comms
a changing landscape
The what, why and who
trends and audience needs
South African corporate sites
how do they compare?
39. 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
40. 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?
41. 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
42. 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?)
43. 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
KPIs
Data in Excel
Financial
calendar
44. 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
45. 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 and
differentiate
46. Trend #5
Mobile and tablet not catered for
• 2sites built with
Responsive Design
• 3mobile sites
= a big opportunity to cater
for audience needs and
differentiate
47. 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
49. The top performers
MTN Group
Highlights:
• Strong press and careers
sections
• Site functionality is good
• URL: www.mtn.com
50. The top performers
Impala Platinum Holdings
Highlights:
• Comprehensive company
information
• Including wider market
context and detailed
business profiles
• URL: www.implats.co.za
51. 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
52. Want to know more?
You?
• Summary assessment, including peer comparison
• Find me afterwards… I won’t bite or charge!
or rick.sellers@kw-digital.com
Coming soon
• Web management report (Autumn)
• 2013 Webranking (late 2013)
54. 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
55. 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
56. Our people – 40 across London, Stockholm, Dubai
Phil Marchant – Managing Director, UK
15 years experience advising on award-winning corporate websites
Centrica, Visa Europe, Aviva, Kingfisher, Rexam, National Express
Staffan Lindgren – Managing Director, International
15 years experience of global corporate websites, Webranking co-founder
BBVA, Telecom Italia, Eni, Prada, Swedbank, SEB, WSP Group, Swedish Post
Rick Sellers – Director of Strategy
10 years experience advising and managing award-winning corporate websites
Aviva, Barclays, British Land, Centrica, Dana Petroleum, ENRC, Imperial Tobacco,
VimpelCom
Damon Sutton – Head of Design
20 years experience designing FTSE corporate websites and branding
Morrisons, National Grid, BSkyB, EON, British American Tobacco, British Land
57. Our people – 40 across London, Stockholm, Dubai
Phil Marchant – Managing Director, UK
15 years experience advising on award-winning corporate websites
Centrica, Visa Europe, Aviva, Kingfisher, Rexam, National Express, VimpelCom
Rick Sellers – Director of Strategy
10 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
58. 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
60. Digital consultancy
• Strategy driven by KWD
Webranking data
• Peer group benchmarking
• Roadmaps for online
• Usage analysis and reports
61. 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