annual report v website consistency analysis

© Black Sun Plc 2014 www.blacksunplc.com

THE ART OF COMMUNICATING A CONSISTENT CORPORATE STORY

10 July 2014


AGENDA

1. WELCOME

2. PRESENTATION OF RESEARCH FINDINGS

3. PRACTICAL ADVICE ON ACHIEVING CONSISTENCY

4. EXPERT OPINION ON INVESTORS’ NEEDS

5. Q & A AND GROUP DISCUSSION

6. SUMMARY


OUR RESEARCH ANALYSIS AND KEY FINDINGS


THE IMPORTANCE OF CONSISTENCY

4

ANNUAL REPORT CORPORATE WEBSITE

YOUR ANNUAL REPORT AND CORPORATE WEBSITE ARE KEY COMMUNICAITONS CHANNELSIT IS ESSENTIAL THEY TELL YOUR CORPORATE STORY

COMPELLINGLY, COHERENTLY AND CONSISTENTLY


TYPICAL SITE STRUCTURE

Our strategy

Our story

Executive committee

The Board

Committees

Corporate governance

Risk management

Code of conduct

Whistleblowing

Current operations

Reserves & resources

Our investment story

Share price & tools

Results & reports

Regulatoryannouncements(ARM/BUMI/Archive in tabs)

E-comms

Shareholder meetings

Registrar details

FAQs

Our approach

Community

Safety

Environment

News

Image gallery

Video library

Employees & health

Case studies

Investor presentations

Financial calendar

Contacts & advisers

Shareholder information

Media pack

Fact sheet

Home

Search

Our Operations Investors Responsibility Media ContactsAbout Us


INFLUENCE OF ANNUAL REPORT

Home

Our strategy

Our story

Executive committee

The Board

Committees

Corporate governance

Risk management

Code of conduct

Whistleblowing

Current operations

Reserves & resources

Our investment story

Share price & tools

Results & reports

Regulatoryannouncements(ARM/BUMI/Archive in tabs)

E-comms

Shareholder meetings

Registrar details

FAQs

Our approach

Community

Safety

Environment

News

Image gallery

Video library

Employees & health

Case studies

Investor presentations

Financial calendar

Contacts & advisers

Search

Our Operations Investors Responsibility Media ContactsAbout Us

Shareholder information

Media pack

Fact sheet


ANNUAL REPORTS

SD REPORTS

WEBSITES

MOBILE

SOCIAL MEDIA

PRESENTATIONS

PUBLISHINGPLATFORM

DEFINE

WRITE

CREATE

YOURCORPORATE STORY

TECHNOLOGY IS NOW AN ENABLER


1. How much of the content of the strategic report appears in a corporate website?

2. When it does appear in both, how consistent is it?

QUESTIONS WE WANTED TO ANSWER

8


CONTENT WE ANALYSED

9

Corporate information

• Description of the market

• Business strategy

• Business model

• Products & services

• Geographical presence

Financial information

• Summary financial performance/KPI’s

• Financial performance over time

Corporate & social responsibility

• Priorities

Governance information

• Governance framework

• Remuneration policy


• Recognises print and digital are different channels

• Does NOT require content to be identical – except for the financials

• Structure, messages and core content to match

• Reader take-out should be the same

TEST FOR CONSISTENCY

10


EXAMPLE OF CONSISTENCY

11


EXAMPLE OF INCONSISTENCY

12

© Black Sun Plc 2014 www.blacksunplc.com13

SUMMARY OF OUR FINDINGS


OVERALL

Content in Annual Report Content in AR and website Content consistent in AR and website

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

85%

58%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Content in Annual Report Content in AR and website Content consistent in AR andwebsite

FTSE100

FTSE250

85%

58%

36%

84%

56%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Content in Annual Report Content in AR and website Content consistent in AR andwebsite

FTSE100

FTSE250


CONTENT IN REPORT AND WEBSITE

15

Descr

iptio

n of

mar

ket

The

com

pany

's b

usin

ess st

rate

gy

Wha

t mak

es th

e bu

sine

ss u

niqu

e

Busin

ess m

odel

Prod

ucts

and

ser

vice

s

Geo

grap

hica

l rea

ch/p

rese

nce

Sum

mar

y fin

ancial

per

form

ance

/KPI

's

Fina

ncia

l per

form

ance

ove

r tim

e

Risk m

anag

emen

t

CSR key

are

as

Gov

erna

nce

fram

ewor

k

Remun

erat

ion

polic

y

Tota

l ave

rage

0%

20%

40%

60%

80%

100%

120%

38%

78%

69%

38%

97%

89%

51%53%

32%

100%

37%

9%

58%

0%

20%

40%

60%

80%

100%

120%

FTSE100

FTSE250

38%

78%

69%

38%

97%

89%

51%53%

32%

100%

37%

9%

58%

36%

83%

71%

25%

100%95%

30%

47%

16%

92%

76%

4%

56%

0%

20%

40%

60%

80%

100%

120%

FTSE100

FTSE250


0%

20%

40%

60%

80%

100%

120%FTSE100

FTSE250

55%

65%

57%

76%

69%

61%65%

75%

61%

43%

74%

67%64%

0%

20%

40%

60%

80%

100%

120%FTSE100

FTSE250

CONSISTENCY OF CONTENT

16

55%

65%

57%

76%

69%

61%65%

75%

61%

43%

74%

67%64%

20%

79%

90%

80% 80% 79%

86%

78%

50%45%

56%

100%

70%

0%

20%

40%

60%

80%

100%

120%FTSE100

FTSE250


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FTSE100

FTSE250

21%

51%

39%

29%

67%

54%

33%

40%

20%

43%

27%

6%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FTSE100

FTSE250

CONTENT AND CONSISTENCY

17

21%

51%

39%

29%

67%

54%

33%

40%

20%

43%

27%

6%

36%

7%

65% 64%

20%

80%

75%

26%

37%

8%

42% 43%

4%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FTSE100

FTSE250


CONTENT AND CONSISTENCY

18

0% 20% 40% 60% 80% 100% 120%30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Content presence in the website

Consis

tency o

f conte

nt

CSR

Strategy

UniquenessRisk

Governance

Geography

Products

KPI’s

Market

Fin. Perf.

Bus. model

Rem


BY SECTOR

19

0%

10%

20%

30%

40%

50%

60%

70%

BuildingMaterials

Consumergoods

Consumerservices

Financialservices

Healthcare Industrials Oil & Gas Technology Telecoms Utilities

Content in report & website

Consistent content62%

52%

45% 45%

35%

50%

63%

33%

42%

47%

0%

10%

20%

30%

40%

50%

60%

70%

BuildingMaterials

Consumergoods

Consumerservices

Financialservices



Consistent content62%

52%

45% 45%

35%

50%

63%

33%

42%

47%46%

49%

29%31%

20%

35%

60%

25%

15%

25%

0%

10%

20%

30%

40%

50%

60%

70%

BuildingMaterials

Consumergoods

Consumerservices

Financialservices



Consistent content


STAR PERFORMERS


THANK YOU