Transforming your corporate website to create a compelling digital presence
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Transcript of 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
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THE WORLD OF DIGITAL COMMUNICATIONS IS FOREVER CHANGING
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GROWTH IN VISUAL WEB
5
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THE EXPLOSIVE GROWTH OF MOBILE
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THE EXPLOSIVE USE OF MOBILE
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129 HOURS, 54 MINS 41 HOURS, 42 MINS
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A PLETHORA OF DEVICES
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AND NOW THE PHABLET!!
9
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INFLUENCE OF SOCIAL MEDIA
10
Twitter sees roughly 175 million tweets every day, and has more than 465 million accounts
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30 Billion pieces of content shared on Facebook every month
INFLUENCE OF SOCIAL MEDIA
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CONVERGENCE OF DIGITAL CHANNELS
LinkedIn YouTube
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LEAP FORWARD IN TECHNOLOGY….
BUT…..
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AND THE FUTURE…….?
14
CONTINUAL TRANSFORMATION OF THE DIGITAL EXPERIENCE.…..
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AND THE FUTURE…….?
15
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AND THE FUTURE…….?
16
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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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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…..
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CURRENT CORPORATE WEBSITE BEHAVIOURS
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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
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DESKTOP
86%
3:37
3.48
MOBILE
9%
1:53
2.46
TABLET
5%
9:17
3.27
DEVICES
% visits Mins on site Pages
© Black Sun Plc 2014 www.blacksunplc.com
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
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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
+ + +
© Black Sun Plc 2014 www.blacksunplc.com
THE OUTCOME
34
Deeper understanding of your business
Higher levels of engagement
GREATER TRUST AND CONFIDENCE IN YOUR BRAND
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CAPTIVATING USER
EXPERIENCE
35
COMPELLING CREATIVE IDENTITY
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LOGIC
MAGIC
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SURFACE
SKELETON
STRUCTURE
SCOPE
KEY ELEMENTS
37
STRATEGY
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STRATEGY: DEFINING YOUR VISION
38
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STRATEGY: DEFINING YOUR OBJECTIVES
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STRATEGY: YOUR KEY AUDIENCES
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YOUR CORPORATE
STORY
POTENTIAL EMPLOYEES
MEDIA CSR COMMUNITY
INVESTOR COMMUNITY
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SCOPE: AUDIENCE NEEDS
41
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SCOPE: VIRTUOUS CIRCLE OF CONTENT
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CREATING AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT & UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN RESOURCES NARRATIVE CONTENT
RECENCY & FREQUENCY UTILITY
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A VIRTUOUS CIRCLE: IR
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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
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STRUCTURE
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SKELETON
45
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UX PRINCIPLES….
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DON’T MAKE PEOPLE THINK….
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UX PRINCIPLES….
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KEEP IT SIMPLE….
00:05
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UX PRINCIPLES….
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PROVIDE CLEAR SIGNPOSTING….
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UX PRINCIPLES….
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SCROLLING OFTEN BEATS CLICKING….
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UX PRINCIPLES….
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REMEMBER, YOU’RE DELIVERING AN EXPERIENCE….
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EXAMPLES
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EXAMPLES
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EXAMPLES
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EXAMPLES
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EXAMPLES
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CREATING A COMPELLING CREATIVE IDENTITY
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“Creativity is breaking away from traditional patterns and looking
at things in a different way.” – Edward de Bono
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Creativity in the digital space will transform the way stakeholders
perceive your business.
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KEY MESSAGE
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1. Why is this important
2. How to do this
3. Corporate website examples
4. Our journey with De Beers
59
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RISK 1. Out of date
2. Lacking personality
3. Un-engaging communication of corporate story
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1. WHY THIS IS IMPORTANT
ADVANTAGE 1. Modern business
2. Understand personality
3. Clearly communicate corporate story
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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
© Black Sun Plc 2014 www.blacksunplc.com 62
3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES
65
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3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES
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3. EXAMPLES – FILM
General Electric explain what they do in a way a child can understand – https://www.youtube.com/watch?v=Co0qkWRqTdM
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3. EXAMPLES – ANIMATION
Axis Corporate – helps build infrastructures for the energy sector – http://vimeo.com/50376279
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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
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3. EXAMPLES – MAPS
Photographer’s site showing content / photos that he has taken around the world – http://www.yvanrodic.com/places
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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
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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
THANK YOU