Benchmarking SABMiller Simon Thresh_2012-11-29

KWD Webranking Forum 2012

London, November 29th

SABMiller - Benchmarking and engagement to drive performance

Simon Thresh, Senior Manager Digital Strategy 29 November 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



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

http://www.youtube.com/sabmiller

http://twitter.com/sabmiller

http://www.facebook.com/sabmillerplc

http://www.linkedin.com/companies/sabmiller



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



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?





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”




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

