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KWD Webranking Forum 2012

London, November 29th
Dana-petroleum.com
       The UK’s first responsive corporate website

                                  Andrew McCallum
Group Director of Communications and External Affairs




                                      dana-petroleum.com
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
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
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
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
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
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
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
High profile examples




Time Magazine

                                                     Microsoft




 Andrew McCallum | KWD Forum | 29 November 2012   dana-petroleum.com
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
More to think about – an example




Andrew McCallum | KWD Forum | 29 November 2012   dana-petroleum.com
But we think it’s worth it – the result




Andrew McCallum | KWD Forum | 29 November 2012   dana-petroleum.com
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
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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UK's first responsive corporate website Dana Petroleum Andrew McCallum_2012_11_29

  • 1. KWD Webranking Forum 2012 London, November 29th
  • 2. Dana-petroleum.com The UK’s first responsive corporate website Andrew McCallum Group Director of Communications and External Affairs dana-petroleum.com
  • 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. 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. 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. 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. 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. 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. 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. High profile examples Time Magazine Microsoft Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  • 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. More to think about – an example Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  • 13. But we think it’s worth it – the result Andrew McCallum | KWD Forum | 29 November 2012 dana-petroleum.com
  • 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. 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