© Black Sun Plc 2014 www.blacksunplc.com
THE ART OF COMMUNICATING A CONSISTENT CORPORATE STORY
15 September 2015
© Black Sun Plc 2015 www.blacksunplc.com
AGENDA
1. THE IMPORTANCE OF CONSISTENCY
2. PRESENTATION OF RESEARCH FINDINGS
3. PRACTICAL ADVICE ON ACHIEVING CONSISTENCY
4. HOW TECHNOLOGY IS NOW AN ENABLER
5. Q & A AND GROUP DISCUSSION
6. SUMMARY
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THE IMPORTANCE OF CONSISTENCY
1
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BIGGEST COMMUNICATIONS CHALLENGES
4
Source: Brunswick
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CONSISTENCY IS A MAJOR CHALLENGE
5
Source: Brunswick
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STAKEHOLDER IMPORTANCE IS SHIFTING
6
Source: Brunswick
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DIGITAL IS INCREASINGLY IMPORTANT
7
Source: Brunswick
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TWO PIVOTAL COMMUNICATIONS VEHICLES
8
ANNUAL REPORT CORPORATE WEBSITE
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IMPORTANCE OF THE WEBSITE
• 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
9
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AFFECTS INVESTMENT DECISIONS
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
10
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EXPECTATION OF CONTENT
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
11
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Our strategy
Our market
Executivecommittee
The Board
Committees
Corporategovernance
Risk managementCode of conductWhistleblowing
Our Operations
Business 1
Investment case
Share price & tools
Results & reports
Regulatoryannouncements
Our approach
Community
Safety
Environment
News
Media gallery
Media pack
Employees
Case studies
Investor presentations
Financial calendar
Contacts & advisers
Shareholder information
PR Contacts
Fact sheet
Business 2
Performance
WITH SIGNIFICANT SHARED CONTENT
HomeSearch
Our Businesses Investors Responsibility Media ContactsAbout Us
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QUESTIONS WE WANTED TO ANSWER…
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HOW MUCH OF THE STRATEGIC REPORT IS CARRIED THROUGH TO THE WEBSITE?
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WHEN CONTENT APPEARS IN BOTH,HOW CONSISTENT IS IT?
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CONTENT WE ANALYSED
16
Market Strategy Business model
KPIs Principal risksRisk management
Governance framework Remuneration policyCR key areas
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• Recognises print and digital are different
• Content NOT required to be identical
• Structure, messages and core content match
• Take-out must be the same
TEST FOR CONSISTENCY
17
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INCONSISTENCY: BUSINESS MODEL
18
• BUNZL
http://www.bunzl.com/about/our-business-model.aspx
http://www.bunzl.com/~/media/Files/B/Bunzl-PLC/reports-and-presentations/ar-2014.pdf
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INCONSISTENCY: STRATEGY
19
• Morrisons
http://www.morrisons-corporate.com/about-us/strategy-structure/ http://www.morrisons-corporate.com/ar2015/pdf/Morrisons_AR_2014_Full.pdf
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INCONSISTENCY: STRATEGY
20
http://sse.com/media/332715/SSE_AR2015_6Aug_UPDATE.pdf
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HOW THE FTSE PERFORMED
2
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HOW DID THE FTSE PERFORM?
22
FTSE100 FTSE250
44%OF CONTENT
41%OF CONTENT
68%CONSISTENT
55%CONSISTENT
LAST YEAR
48% 45%63% 65%
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STAR PERFORMERS
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CORPORATE RESPONSIBILITY
24
FTSE100 FTSE250
12%
84%91%
9%
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STRATEGY
25
FTSE100 FTSE250
24%
76%76%
24%
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BUSINESS MODEL
26
FTSE100 FTSE250
36%
64%
35%
65%
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KPIs
27
FTSE100 FTSE250
60%
40%
52%48%
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GOVERNANCE FRAMEWORK
28
FTSE100 FTSE250
56%
20%55%
41% 24%
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THE MARKET
29
FTSE100 FTSE250
64%
36%27%
71%
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RISK MANAGEMENT
30
FTSE100 FTSE250
60%
28%
29%
71%
12%
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REMUNERATION POLICY
31
FTSE100 FTSE250
83%
15%
96%
4%
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PRINCIPLE RISKS
32
FTSE100 FTSE250
96%
9%
91%
4%
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FTSE 250
33
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%0% 25% 50% 75% 100%
FTSE100FTSE250
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FTSE100 V FTSE250
34
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%0% 25% 50% 75% 100%
FTSE100FTSE250
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KEY DIVERGENCES IN CONTENT
35
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%0% 25% 50% 75% 100%
FTSE100FTSE250
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KEY DIVERGENCES IN CONSISTENCY
36
CONTENT
CONSISTENCY
100%
75%
50%
25%
0%0% 25% 50% 75% 100%
FTSE100FTSE250
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BY SECTOR
37
Industry % content shared across channels
% of shared content that is consistent
Building Materials 47% 73%
Industrials 44% 72%
Financial Services 45% 71%
Consumer Goods 48% 71%
Oil & Gas 56% 70%
Consumer Services 36% 56%
Healthcare 36% 46%
Utilities 35% 44%
Telco 33% 38%
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ACHIEVING CONSISTENCY
3
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CHRIS GURNEYINVESTOR ENGAGEMENT
A CLIENT PERSPECTIVE
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“My overall message today is simple. Barclays is changing. There will be no going back to the old way of doing things.”
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CHALLENGES
41
• Strategy drove a need for refreshing the website content
• Poor user experience with site designed exclusively for tablets
• IR section not driven by audience needs/best practice
• Investor feedback that the navigation was not logical and content was hard to locate
• Technology limited our ability to keep content up-to-date
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COMPLEX STAKEHOLDER AUDIENCE
42
ANALYSTS
DEBTINVESTORS
FINANCIALMEDIA
PRIVATEINVESTORS
YOURINVESTMENT
STORY
CREDITAGENCIES
INSTITUTIONALINVESTORS
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OUR INTEGRATED PROCESS
43
REPORTPROCESS
CHOSENCONCEPTCONCEPTS DESIGN PRODUCTION ARTWORK PRINTAPPROVE
DESIGNPRINTREADY
FILE
1. CONCEPT 2. DESIGN 3. PRODUCTION 4. PUBLISHING
WEBSITEPROCESS
ASSETPRODUCTION
CONTENTFLOW IN
CONTENTMAP
ONLINEDESIGN GO LIVE
DEFINEINTERACTIVEEXPERIENCE
ONLINEREPORT
PROCESSASSET
PRODUCTIONSITEMAP ONLINEDESIGN
DEFINEEXPERIENCE GO LIVETEMPLATE
BUILDCONTENTFLOW IN
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CONSISTENCY OF CONTENT
Website content
Report content
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ARTICULATING THE INVESTMENT CASE
45
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COMMUNICATING THE SCORECARD
46
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THE POWER OF TODAY’S TECHNOLOGY
4
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FOR A REVOLUTION IN CORPORATE COMMUNICATIONS
A REVOLUTION IN PUBLISHING
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A SOLUTION …….
THAT EMPOWERS YOU TO MANAGE YOUR CORPORATE STORY…..
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A SOLUTION …….
THAT ENABLES YOU TO WRITE ONCE, PUBLISH ANYWHERE…..
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THROUGH WHICH YOU CAN CREATE YOUR PRINTED REPORT
AND THEN PUBLISH ONLINE, AND INTO YOUR WEBSITE
AND YOUR RELATED DOCUMENTS
SAVING YOU TIME AND MONEY
AND HELPING ENSURE A CONSISTENT STORY
© Black Sun Plc 2014 www.blacksunplc.com
WRITE ONCE, PUBLISH ANYWHERE
© Black Sun Plc 2014 www.blacksunplc.com
Empowering you to manage your digital experience
Empowering you to manage print and publish online
A WORLD-CLASS PLATFORM
© Black Sun Plc 2014 www.blacksunplc.com
THANK YOU
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