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UK's first responsive corporate website Dana Petroleum Andrew McCallum_2012_11_29

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UK's first responsive corporate website Dana Petroleum Andrew McCallum_2012_11_29

  1. 1. KWD Webranking Forum 2012 London, November 29th
  2. 2. Dana-petroleum.com The UK’s first responsive corporate website Andrew McCallum Group Director of Communications and External Affairs dana-petroleum.com
  3. 3. Dana Petroleum $4bn Oil & gas business 1994 Formed •FTSE listed until 2010 •Acquired by the Korean National Oil Corporation (KNOC) •Today a $4 billion oil and gas business •Ambition to be a leading oil and gas company in $5bn Europe, the Middle East and Africa. Future investment Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  4. 4. Our challenge •Privately owned – only one shareholder – Korean Government •Fewer communications and regulatory obligations •No communications and external affairs programme BUT … a commitment to communicate like listed peers: - timeliness of information - financial performance - sustainable business practices - transparency … and a need to hire and retain the best talent Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  5. 5. Our priorities in 2012 Issues & crisis management Key position statements Media Internal Brand & Online Government Business & Civic Community Corporate Relations Communications Communications Relations Engagement Engagement Responsibility Ambition Protect and enhance the reputation of Dana Petroleum Five year Five-year goal(s) To be recognised as a leading international oil and gas company in our chosen markets Promote Influence Establish a Proactive Help create Dana as a Strategic priorities media relations the policy strong brand ‘One Dana’ responsible environment presence company Deliver a Deliver a Create and Implement an Create a best- 2012 wide-ranging comprehensive implement a engaging in-class website Key activities in 2012 media relations public affairs new brand ID internal comms and integrated programme programme for Dana programme social media Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  6. 6. Corporate website focus •Our most important communication channel •But an under-performing, dated site •Did not match the ambition of our company, communications ambition and new brand identity •Disjointed recruitment experience •Accessibility issues Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  7. 7. A new digital strategy 1. To communicate to FTSE100 best practice standards 2. To tell the Dana story 3. To help attract and retain talent 4. To support a new brand Crucial aspect was to ensure we • cater all our audiences… • in a sophisticated, modern way… • on any device. = responsive design Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  8. 8. Responsive design – what is it? • One website • Adjusts to device or screen size • Flexible layouts, font sizes, content, navigation, images = full site content, accessible to all Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  9. 9. Responsive design – why for us? •Helps to deliver our strategy and requirements •Do not have to produce multiple versions of the site •Time, budget and management advantages •Differentiates us from peers - an enhanced experience - demonstrates a modern organisation •Caters for our rising mobile visitors •The cutting edge of web design = future proof Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  10. 10. High profile examples Time Magazine Microsoft Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  11. 11. Potential downsides? •Is it extra work? Yes •A change in design approach and techniques required •Longer site development time •Increased focus and time needed for testing •Visitors using old browsers •Budget? Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  12. 12. More to think about – an example Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  13. 13. But we think it’s worth it – the result Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  14. 14. The result •The UK’s first responsive corporate website +238% Visits each month •Proven to be reaching wider audiences, providing a tailored experience +58% Pages viewed per visit •Increased engagement across mobile and tablet devices +99% Time spent on site •A future-proof website with in-built flexibility -21% Bounce rate Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  15. 15. Thank you Andrew McCallum Director of Communications and External Affairs andrew.mccallum@dana-petroleum.com uk.linkedin.com/in/andrewmccallum linkedin.com/company/dana-petroleum-plc @dana_petroleum facebook.com/DanaPetroleum Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com

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