Simon Thresh, SABMiller talks about how he works with benchmarking to improve SABMiller's corporate website. At KWD Webranking Forum London 2012.

1. KWD Webranking Forum 2012
London, November 29th

2. SABMiller - Benchmarking and
engagement to drive performance
Simon Thresh,
Senior Manager Digital Strategy
29 November 2012

3. SABMiller.com
Overview
 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 2012
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© SABMiller plc 2005

4. Social profiles
http://www.youtube.com/sabmiller http://twitter.com/sabmiller
Total video views: 240,000 Followers: 5,900
http://www.facebook.com/sabmillerplc http://www.linkedin.com/companies/sabmiller
Likes: 1,900 Followers: 21,100
© SABMiller plc 2012
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© SABMiller plc 2005

5. Benchmarking to drive performance
Business in the Environment Index
 (Over) simplification of a
complex topic
 Facilitated communication
– Publicly
– In the Boardroom
 Drove behaviours
 Risk of over dependency
© SABMiller plc 2012
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Internal Use / Confidential / Secret

6. 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?
© SABMiller plc 2012
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Internal Use / Confidential / Secret

7. Benchmarking to drive performance
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”
© SABMiller plc 2012
KWD Webranking Forum 2012

8. Benchmarking to drive performance
Outcomes Considerations
 Enabled focus on particular  Changes to WEBranking
elements of the site for methodology a challenge
attention  Focus on website rather than
 Uncovered unexpected web presence a weakness
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
© SABMiller plc 2012
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Internal Use / Confidential / Secret