ftindex2011 excavation
TRANSCRIPT
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 1/93
FT Bowen Craggs Index 2011: An excavationDavid Bowen, April 2011
© Bowen Craggs & Co. 2011
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 2/93
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 3/93
Slide 3 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Aim of the Index
To help organisations know where to look for ideas
To identify trends in online communications
To allow companies in the Index to measure themselves
against their peers
To be the industry standard in this complex but increasinglyvital area
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 4/93
Slide 4 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
How we do it
We do not control selection of sites
Thoughtful and detailed method, not simple tick box
Highly trained experts one brain approach
Granular approach (8 metrics, 26 sub-metrics)
Aim is to help, not just to provide a ranking: ² Convince bosses
²
Track progress ² Peer comparison
² Identify strengths and weaknesses
² Best practice
Methodology & FAQ: http://bowencraggs.com/ftindex/FAQ
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 5/93
Slide 5 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
What the Index rewards
Concentration on all areas ² Construction
² Message
²
Content
Good scores in construction (and to a less extent message) comefrom good governance
Content scores are equally spread, so companies can add theirown weighting for how well the site serves ²
Investors ² Press
² Customers
² Jobseekers
² Society
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 6/93
Slide 6 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Top line stories
Averages have edged up
Less relaunch activity than before
Some reskinning, phased relaunches, much polishing
Success or failure depends on control no obvious trend tobetter governance
Greater social media integration, though not even
Good content getting more emphasis, especially video
Many small moves the devil is in the detail
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 7/93
Slide 7 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Regional stories
Main activity has been in the US: partialrelaunches and social media activity, with somecompanies improving governance. Ahead on
customer metric. In Europe, the front runners are consolidating
governance is well developed, leading to high scores
BRICs groups lag on all metrics, though less oninvestors. Activity in Brazil, though governance isan issue, Russians have improved.
Little change in Asia (China, India, also Japan)
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 8/93
Slide 8 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Regional scores
Average scores by metric US Europe RoW BRICs
Total 178 182 170 135
Construction 37.5 39 37 30.5
Message 31.5 33 31.5 28
Contact 8 7.5 6.5 5
Serving society 21 22 20 15.5
Serving
investors
20 22 21 18
Serving media 18 18.5 17 12.5
Serving
jobseekers
19 19 17 11
Serving
customers
22 21.5 20 14
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 9/93
Slide 9 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Industry stories
High scores reflect investment and concentration by
energy groups
Industries with reputation issues tend to invest most: oil,
pharma
Industrial conglomerates use the web to tell their stories
Consumer groups are increasingly applying their slick
branding skills Banks and IT companies struggle to mix customer and
other target audiences
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 10/93
Slide 10 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Themes
Governance issues
Social media/off platform
Your biggest publication
In defence of reputation
Be global (if you want to be)
Reality check: be authentic
Moving off the web platform
Section specifics
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 11/93
Slide 11 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Governance issues
Relaunch and upgrade: Getting it right, getting it
wrong
Without a relaunch: Polish, slip, fix, fragment
Specialism versus imbalance
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 12/93
Slide 12 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Relaunch and upgrade: Getting itright, getting it wrong
Quality of governance shows up when a site is being
relanch
ed or upgraded More piecemeal moves this year not always well
handled, and sometimes very poorly
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 13/93
Slide 13
Successful
relaunch
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 14/93
Slide 14
Sticking
plaster
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 15/93
Slide 15
Template creep
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 16/93
Slide 16
Double vision:
HPs newsroom, 1
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 17/93
Slide 17
Double vision:
HPs newsroom, 2
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 18/93
Slide 18
Newsroom 1
Newsroom 2
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 19/93
Slide 19 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Without a relaunch: Polish, slip, fix, fragment
Top sites are always looking for small improvements
Improvements are now as likely to come from extra social
media features as tweaks to the site
Some good sites have been strangely neglected
Others estates have started to fragment, with many more
microsites
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 20/93
Slide 20
Polish
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 21/93
Slide 21
Polish
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 22/93
Slide 22
Polish
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 23/93
Slide 23
Polish
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 24/93
Slide 24
Fix
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 25/93
Slide 25
Slip, slip
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 26/93
Slide 26
Fragment
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 27/93
Slide 27 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Specialism vs imbalance
Some sites emphasise certain roles over others
Fine, as long as the site still works for all users
A problem where it does not
Linked to fragmentation in turn linked to poor governance
Splitting corporate from customer sites can be an answer
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 28/93
Slide 28
IR specialists
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 29/93
Slide 29
Individual shareholder
specialists
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 30/93
Slide 30
Media specialists
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 31/93
Slide 31
Split Apple
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 32/93
Slide 32
Stumbling journeys
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 33/93
Slide 33
Splitting sites
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 34/93
Slide 34 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Social media/off platform
Prefer to think of them all as part of online comms
We classified 22 of the sites as social media friendly
More signs of integration between th
e web and oth
erchannels
But still a great deal of fragmentation
YouTube and Twitter are dominant; Facebook only for careers
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 35/93
Slide 35
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 36/93
Slide 36
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 37/93
Slide 37 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Your biggest publication
The home page as the front cover
Creating engaging content
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 38/93
Slide 38 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
The home page as the front cover
Make the page engaging
Drawing visitors in
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 39/93
Slide 39
Home page
engagement
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 40/93
Slide 40
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 41/93
Slide 41
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 42/93
Slide 42
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 43/93
Slide 43
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 44/93
Slide 44
Signposts to
stories
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 45/93
Slide 45
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 46/93
Slide 46 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Creating engaging content
Your website is the most read publication you have now
includes your social media channels
Big moves forward by companies that have followed this logic.
The amount of strong content on microsites shows that thepush for better content often postdates the design of the site.
Video is the most used tool, with YouTube and websites often
working in tandem
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 47/93
Slide 47
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 48/93
Slide 48
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 49/93
Slide 49
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 50/93
Slide 50
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 51/93
Slide 51
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 52/93
Slide 52
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 53/93
Slide 53
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 54/93
Slide 54
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 55/93
Slide 55
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 56/93
Slide 56
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 57/93
Slide 57
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 58/93
Slide 58 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
In defence of reputation
Website is the most accessible official source during a crisis
Social media important, but less easy to prove it is genuine
BP oil spill response should be studied
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 59/93
Slide 59
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 60/93
Slide 60
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 61/93
Slide 61
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 62/93
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 63/93
Slide 63
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 64/93
Slide 64
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 65/93
Slide 65
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 66/93
Slide 66
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 67/93
Slide 67
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 68/93
Slide 68 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Be global (if you want to be)
US companies have a constant problem from sharing the US
with the global site
Getting better, but occasionally they forget the global aspect
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 69/93
Slide 69
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 70/93
Slide 70
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 71/93
Slide 71 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Reality check: be authentic
The web has many roles, ranging from third party audited
truth (eg annual reports) to pure advertising
How can visitors be persuaded that a site is close to truth than
fiction
An answer is to give subtle clues of authenticity through
design or content
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 72/93
Slide 72
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 73/93
Slide 73
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 74/93
Slide 74 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Moving off the web platform
Apps are clearly a growing trend very few signs on the
corporate sites, but some have been launched
What is the relationship with mobile sites?
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 75/93
Slide 75
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 76/93
Slide 76 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Section specifics
Investor Relations:
² Uncertainty about how to provide annual reports
² Use what we have can override Use what our audiences need
Press: Image libraries seems to be going backwards; Flickr is
growing but not taking up the slack
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 77/93
Slide 77
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 78/93
Slide 78
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 79/93
Slide 79
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 80/93
Slide 80
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 81/93
Slide 81
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 82/93
Slide 82 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Fading image libraries
31 of the companies do not provide an image library
Twelve provide no images at all
Some going backwards
Lack of clarity about usage
Increasing use of Flickr, but rarely well linked to the main site
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 83/93
Slide 83
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 84/93
Slide 84
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 85/93
Slide 85
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 86/93
Slide 86
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 87/93
Slide 87 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Careers sections get slicker
Continuing integration of social media
More use of video in employee profiles
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 88/93
Slide 88
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 89/93
Slide 89
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 90/93
Slide 90 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
Themes for the year
Cloud
Mobile
Apps
Governance
Measuring success
Interested in these topics and more?
Join the Web Effectiveness Network
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 91/93
Slide 91 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
More than 300 members from 5 continents
Quarterly meetings & annual conference
LinkedIn group with lively discussion forum
Need to know how others deal with specific issues? Ask the groupand get real answers fast. Managers from very different organizationsdiscover that they are facing the same challenges, and share ways totackle them.
Group research - helping you to stay in touch with the keyoperational and strategic issues (and how they are being addressed byfellow members around the world)
There is no cost to join but membership is subject to acceptance visit http://bowencraggs.com/Network-group for details
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 92/93
Slide 92 ©Bowen Craggs & Co. 2011 www.bowencraggs.com/ftindex
About Bowen Craggs & Co.
Bowen Craggs & Co is a unique web effectiveness research and consultancygroup.We help you close the web effectiveness gap: the differencebetween what you are doing and what you could be doing with your digitalcommunications activity principally websites, social media and apps.
Our firm advises more than 50 of the worlds largest organisations on theirweb communications strategies. We help them ensure that their websitesare doing the jobs they should be doing as well as they could be.
We do not build websites (this means you can rely on the independence of our advice).We help improve effectiveness with strategy, expert reviews,market research, measurement and best practice.
If you would like to find out more about us -visit www.bowencraggs.com or contact Dan [email protected] / +44 7786 707434
8/3/2019 FTIndex2011 Excavation
http://slidepdf.com/reader/full/ftindex2011-excavation 93/93