Date post: | 29-Jan-2015 |
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June 2012
Centrica’s web app:A case study
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• Online is integral to our overall communications strategy and planning
• Digital allows us to:
Communicate the corporate story and strategy Engage with communities and stakeholders more effectively Reach a wider audience and offer choice Work efficiently
• As audiences and platforms evolve, we need to move with them and offer choice
Our digital strategy
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Compelling stats on mobile usage...both generally...:
• 50% of people in the UK own a Smartphone – likely to rise to 75% in 2 years
• The number of mobile internet users will overtake desktop users within the next two years (Morgan Stanley Internet Trends)
• 61% of visitors unlikely to return to a site that provides poor mobile experience (Corporate Eye)
• At the end of 2011 Tablet users made up 2.3% and Mobile phones users a further 5% of FTSE100 site visits (Gaia Insight Online Audience Report)
The mobile landscape
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....and from our own experience
• Access to Centrica.com via tablet or mobile has been steadily increasing...but a sharp rise in the last 12 months:
Audience regularly accessing investor and media content Apple devices most used but 25% of visits from other devices
• Positive feedback on tablet / mobile usage from our own key audiences – journalists, investors, analysts and colleagues
The Centrica picture
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The Centrica picture
Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-120.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
FTSE100 Average Centrica.com
Centrica has a large and fast growing mobile audience (excluding tablets) - now over 8% of visits
Based on equally weighted data from FTSE100 sites monitored by Gaia Insight
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The Centrica picture
iPad traffic has grown rapidly and now accounts for 5% of Centrica.com traffic - again higher than FTSE100 peers
Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-120.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
FTSE100 Average Centrica.com
Based on equally weighted data from FTSE100 sites monitored by Gaia Insight
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Based on behavioural analytics, strategy and anecdotal experience, consider mobile approach that:
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Project brief
• Responds to stakeholder needs...both internal and external
• Will deliver quick, improved access to information.... and a better user experience on mobile devices
• Provides online and offline viewing
• Offers a new and preferred channel for some
• Utilising existing content / feeds from Centrica.com
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Items for consideration…
• Review of available technology
• Specific focus on IR community to enhance communications
• Utilise content for media and other Centrica audiences
• Low cost – an opportunity to test the concept at low risk
• Shared learnings... work with our web partner to develop proposals
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Web app....our rationale
Whilst aware of the growing use of high quality native apps and the popularity of Apple’s iPhone and iPad devices, a decision was reached to develop a web app
• Web app can be used across a variety of devices and platforms
• HTML5 enables touch and slide interactivity• Enhanced styling, functionality and multimedia embedding• Accessible to all – does not require a user to find and
download in an online store• Cost effective ....shared development costs• No launch and update approval • Control over web metrics data • Supports our transparent, open online communications
approach
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Initial delivery
• Focus on media and investor audiences
• Optimised for iPad – subsequent, ongoing updates for more devices
• Design rationale to look and feel part of Centrica digital stable...
• ...but also fresh and mobile-centric
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Initial delivery
• Images of app, highlighting different content
• options (The Group to add)
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Initial delivery
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Initial delivery
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News
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Videos
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Presentations
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Share price data
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App launched in March 2012...
• Low key launch
• Delivered to incorporate 2011 Annual Report
• Promotion on Centrica.com front page
• Prompt for all iPad users
• Blogs on Centrica.com and The Group website
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Initial data has been encouraging...
First 100 Days:
• Over 3,100 visits to the web app (average 31 a day)
• Each visit averages 4.1 interactions (3.1 by iPad users of desktop site)
• Average visit time of over 5 minutes which is longer than average user of Centrica.com
• 80% of visits to the web app are by users of Apple devices
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Conclusions
• Early days...but promising feedback and data
• A learning process...for both client and agency
• Scope for further development as the technology evolves
• Important channel addition to our communications approach
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June 2012
Centrica’s web app:A case study