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Simon Thresh, SABMiller talks about how he works with benchmarking to improve SABMiller's corporate website. At KWD Webranking Forum London 2012.
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KWD Webranking Forum 2012
London, November 29th
SABMiller - Benchmarking and engagement to drive performance
Simon Thresh, Senior Manager Digital Strategy 29 November 2012
KWD Webranking Forum 2012
© SABMiller plc 2012
Re-launched in 2008 with site build and maintenance provided by The Group.
Annually:
– 4.8m page views
– 825,000 visitors
– 6,204 spent days on the site.
Most popular sections: About Us, followed by Careers, Brands, Investors
Complemented by social profiles on: Facebook, YouTube, Twitter and LinkedIn.
© SABMiller plc 2005 3
SABMiller.com
Overview
KWD Webranking Forum 2012
© SABMiller plc 2012
http://www.youtube.com/sabmiller
Total video views: 240,000
http://twitter.com/sabmiller
Followers: 5,900
http://www.facebook.com/sabmillerplc
Likes: 1,900
http://www.linkedin.com/companies/sabmiller
Followers: 21,100
© SABMiller plc 2005 4
Social profiles
KWD Webranking Forum 2012
© SABMiller plc 2012
Business in the Environment Index
(Over) simplification of a complex topic
Facilitated communication
– Publicly
– In the Boardroom
Drove behaviours
Risk of over dependency
Internal Use / Confidential / Secret 5
Benchmarking to drive performance
KWD Webranking Forum 2012
© SABMiller plc 2012
Questions
Where do we spend the enhancement budget?
Can we measure performance in a meaningful and repeatable manner?
What do stakeholders really think about the site?
How do we compare to peers/best in class?
Internal Use / Confidential / Secret 6
Benchmarking to drive performance
KWD Webranking Forum 2012
© SABMiller plc 2012
Overall
“The website gives you a really good and interesting picture
of the UK brands positioning”
Corporate responsibility
“Overall they give a nice overview of issues and not too
much of a contradiction to their business interests. Not just a
whitewash of propaganda”
“I have introduced several colleagues to the company
through the website, including those who work with NGOs –
…the site shows how SAB do a lot of great things. On two
separate occasions it has clearly changed someone’s
perception”
News and views
“It’s all SAB people – hardly a debate”
“Why would anyone read a corporate blog that is written in
corporate speak. I don’t. Write it like a blog not a release.”
Social media
“As they hadn’t followed me I didn’t follow their Twitter feed
although I knew that they must have one”
Careers
“I would like to see the option of a customised entry form
which is interactive and useful rather than gimmicky”
Benchmarking to drive performance
KWD Webranking Forum 2012
© SABMiller plc 2012
Outcomes Considerations
Enabled focus on particular elements of the site for attention
Uncovered unexpected insights and opportunities – offers to write content
Positive interactions with a selection of key users – signed up to social channels
Valuable input into decision to rebuild/refresh web site
Potential for annual benchmarking
Changes to WEBranking methodology a challenge
Focus on website rather than web presence a weakness
Internal Use / Confidential / Secret 8
Benchmarking to drive performance
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