Annual report v website consistency analysis
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- The document summarizes research by Black Sun Plc on the consistency of corporate stories presented in annual reports and corporate websites. - Key findings include that 85% of content appeared in annual reports, but only 58% was shared between reports and websites, and just 36% was consistent between the two channels. Consistency varied by sector. - Presentations were given on the research findings, achieving consistency, and investor needs. The event provided practical advice and discussed ensuring compelling, coherent corporate narratives across communications.
Annual report v website consistency analysis
- 1. © Black Sun Plc 2014 www.blacksunplc.com THE ART OF COMMUNICATING A CONSISTENT CORPORATE STORY 10 July 2014
- 2. © Black Sun Plc 2014 www.blacksunplc.com 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
- 3. © Black Sun Plc 2014 www.blacksunplc.com OUR RESEARCH ANALYSIS AND KEY FINDINGS
- 4. © Black Sun Plc 2014 www.blacksunplc.com THE IMPORTANCE OF CONSISTENCY 4 ANNUAL REPORT CORPORATE WEBSITE YOUR ANNUAL REPORT AND CORPORATE WEBSITE ARE KEY COMMUNICAITONS CHANNELS IT IS ESSENTIAL THEY TELL YOUR CORPORATE STORY COMPELLINGLY, COHERENTLY AND CONSISTENTLY
- 5. © Black Sun Plc 2014 www.blacksunplc.com 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 Regulatory announcements (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
- 6. © Black Sun Plc 2014 www.blacksunplc.com 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 Regulatory announcements (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
- 7. © Black Sun Plc 2014 www.blacksunplc.com ANNUAL REPORTS SD REPORTS WEBSITES MOBILE SOCIAL MEDIA PRESENTATIONS PUBLISHING PLATFORM DEFINE WRITE CREATE YOUR CORPORATE STORY TECHNOLOGY IS NOW AN ENABLER
- 8. © Black Sun Plc 2014 www.blacksunplc.com 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
- 9. © Black Sun Plc 2014 www.blacksunplc.com 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
- 10. © Black Sun Plc 2014 www.blacksunplc.com • 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
- 11. © Black Sun Plc 2014 www.blacksunplc.com EXAMPLE OF CONSISTENCY 11
- 12. © Black Sun Plc 2014 www.blacksunplc.com EXAMPLE OF INCONSISTENCY 12
- 13. © Black Sun Plc 2014 www.blacksunplc.com1 3 SUMMARY OF OUR FINDINGS
- 14. © Black Sun Plc 2014 www.blacksunplc.com OVERALL 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Content in Annual Report Content in AR and website Content consistent in AR and website 85% 58% 36% 0 % 10% 20 % 30 % 40% 50 % 60% 70% 80 % 90% Content in A nnual Report Content in A R and w ebsit e Content consistent in A R and websit e FTSE100 FTSE250 85% 58% 36% 84% 56% 39% 0 % 10% 20 % 30 % 40% 50 % 60% 70% 80 % 90% Content in A nnual Report Content in A R and w ebsit e Content consistent in A R and websit e FTSE100 FTSE250
- 15. © Black Sun Plc 2014 www.blacksunplc.com CONTENT IN REPORT AND WEBSITE 15 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
- 16. © Black Sun Plc 2014 www.blacksunplc.com 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
- 17. © Black Sun Plc 2014 www.blacksunplc.com 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
- 18. © Black Sun Plc 2014 www.blacksunplc.com CONTENT AND CONSISTENCY 18 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 0% 20% 40% 60% 80% 100% 120% Consistencyofcontent Content presence in the website CSR Strategy Uniqueness Risk Governance Geography Products KPI’s Market Fin. Perf. Bus. model Rem
- 19. © Black Sun Plc 2014 www.blacksunplc.com BY SECTOR 19 0% 10% 20% 30% 40% 50% 60% 70% Buildin g Materials Consum er goods Consum er services Financial services Healthcare Industrials Oil & Gas Technology Telecom s Utilities Content in report & website Consistent content 62% 52% 45% 45% 35% 50% 63% 33% 42% 47% 0% 10% 20% 30% 40% 50% 60% 70% Buildin g Materials Consum er goods Consum er services Financial services Healthcare Industrials Oil & Gas Technology Telecom s Utilities Content in report & website Consistent content 62% 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% Buildin g Materials Consum er goods Consum er services Financial services Healthcare Industrials Oil & Gas Technology Telecom s Utilities Content in report & website Consistent content
- 20. © Black Sun Plc 2014 www.blacksunplc.com STAR PERFORMERS
- 21. © Black Sun Plc 2014 www.blacksunplc.com THANK YOU