The Importance of Interactive Reporting
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1 Interactive Reporting: Global Communication in Real Time October 22, 2012
2 Eliott Saltzman Senior Vice President, Stakeholder Communications Addison
3 About Addison We are an independent branding, sustainability and digital communications design firm with a heritage in annual reporting and information simplification. We are the strategic and creative resource for some of the world s most respected companies. Founded in 1962 at the dawn of the creation of the modern annual report 4
4 About Addison We are an independent branding, sustainability and digital communications design firm with a heritage in annual reporting and information simplification. We are the strategic and creative resource for some of the world s most respected companies. Founded in 1962 at the dawn of the creation of the modern annual report 4
5 Today s agenda The state of the printed annual report in the US today - is this really the end of the printed annual report? How can interactive financial reporting enhance stakeholder communications? Financial reporting best practices for the modern world 5
6 Factors driving US annual report trends Sarbanes-Oxley and Dodd-Frank US gov t goals for legislative action: enable clearer, more understandable investor information allow for more real-time access to crucial data provide more transparent disclosure reduce government paperwork 6
7 The end of the printed annual report in the US? No, its not 7
8 The end of the printed annual report in the US? No, its not 1994, idea of VCR annual reports introduced 7
9 The end of the printed annual report in the US? No, its not 1994, idea of VCR annual reports introduced 1995, idea of VCR annual reports dies 7
10 The end of the printed annual report in the US? No, its not 1994, idea of VCR annual reports introduced 1995, idea of VCR annual reports dies 1997, idea of DVD annual reports introduced 7
11 The end of the printed annual report in the US? No, its not 1994, idea of VCR annual reports introduced 1995, idea of VCR annual reports dies 1997, idea of DVD annual reports introduced 1998, idea of DVD annual reports dies 7
12 The state of the printed annual report in the US today
13 The state of the annual report in the US today National Investor Relations Institute s 2010/2011 study of US companies annual report use found the majority of companies are: moving towards Notice & Access distribution motivated by reduced budgets to push more information to the web increasing the use of interactive channels for investor communications reducing environmental impact of annual report by producing fewer reports 9
14 The state of the annual report in the US today More US public companies producing 10-K wrap 10
15 The state of the annual report in the US today 63% of companies surveyed have moved to N&A, or hybrid model 11
16 The state of the annual report in the US today Survey responses: reducing annual report print runs: Published interactive version on public website We are not mailing the AR, only upon request as per N&A regulations Emphasized the digital, online version to shareowners and investors. We combined the annual report and the sustainability report into one document Removed the narrative front section and provided this section in a separately bound brochure and online Electronic format with Notice & Access Use N&A, only have to print a fraction on ARs and proxy statements Posted online in lieu of mailing And my favorite: We only distribute summary of report. Hopefully this is the last year 12
17 The state of the annual report in the US today Addison s survey of Fortune Magazine s 50 Most Profitable Companies: 13
18 The state of the annual report in the US today Addison s survey of Fortune Magazine s 50 Most Profitable 14
19 The state of the annual report in the US today Addison s survey of Fortune Magazine s 50 Most Profitable Companies: 15
20 The state of the annual report in the US today Addison s survey of Fortune Magazine s 50 Most Profitable Companies: 36% have social media links on online annual report page 16
21 The state of the annual report in the US today From 2000 to 2012: 17
22 The state of the annual report in the US today Printed communications are under attack 2012, ebooks outsell hardcover books 18
23 The state of the annual report in the US today One of the most important trends in US annual reports today: Investor demand for information and communications in real time... more immediate, more available, more participatory 19
24 American Express Anheuser-Busch InBev PepsiCo Merck Honeywell Comcast NBC Universal GE The World Bank 20
25 Interactive, mobile and social media enhance stakeholder communications
26 PepsiCo Creating a cohesive experience for a global corporate brand 22
27 Interactive reporting enhances stakeholder communications 23
28 Interactive reporting enhances stakeholder communications Corporations have a strong presence on social sites ( 24
29 Interactive reporting enhances stakeholder communications Companies that are already investing in digital media will do so even more in the future. Companies that are not investing much yet are not intending to do so in the near term. Although there is a clear digital evolution among clients, there are still companies that are not convinced that they too have to go with the evolution. The risk for these companies is that, in a rather short term, they will miss out on connecting with important audiences. 25
30 Interactive reporting enhances stakeholder communications 26
31 Stakeholder communications for a global brand ipad 27
32 28
33 Stakeholder communications for a global brand 29
34 30
35 31
36 Interactive reporting enhances stakeholder communications 32
37 Interactive reporting enhances stakeholder communications 33
38 Stakeholder communications for a global brand 34
39 Stakeholder communications for a global brand 35
40 Stakeholder communications for a global brand 35
41 Stakeholder communications for a global brand 36
42 Best practices and the future of the annual report
43 Best practices and the future of the annual report Deploy interactive power tools to keep information fresh, interesting Using video increases views, raises web trends scores, increasing visibility on searches. Shareable video can increase overall readership by 50% 38
44 Best practices and the future of the annual report Design print annual reports and online financial information for a new generation of readers We are physiologically adapting to a new visual environment of fast moving images and text; we actually derive pleasure from absorbing small bits of information and making rapid decisions At the same time, we are engaging interior auto-filtering methods to protect ourselves from content overload, actually reading only 20% of what is on screen, scanning the rest 39
45 Best practices and the future of the annual report The Golden Triangle heat map, typical eye movement for online reading!"#$%&'()*+,-*.///0./1.*2$3)""456*78,9 40
46 Best practices and the future of the annual report Lay out content in small chunks of easy-to-read information Use new responsive design paradigm modeled after ipad gestures (swiping, hovering, horizontal and vertical scrolling, long scrolling pages) Understand changing audiences for the annual report: analysts don t wait for the print report. 41
47 Best practices and the future of the annual report Create investor communications ecosystems incorporating multiple channels - annual report, print and online, ipad portal, social media support and feedback loops, video Key Messaging Events Blogs Business Press Year 2 Senior Management & PR Social Media Business Partners Customers Communities Year 1 Annual Report Employees Investors Analysts AR online Video, Other Web site and communications teams 42
48 Best practices and the future of the annual report Make your report work harder: extend the use of the report for: Sales and marketing HR and recruitment Analyst s presentations Media packages Capabilities brochure Representatives in the field Government, NGO communications Employee onboarding, engagment 43
49 Best practices and the future of the annual report Link information from the print report to the web Avoid the use of QR codes within your annual report; too much effort required for too little pay-off. Only 6% of mobile users scan QR codes 44
50 Best practices and the future of the annual report Link information from the print report to the web Avoid the use of QR codes within your annual report; too much effort required for too little pay-off. Only 6% of mobile users scan QR codes 44
51 Best practices and the future of the annual report Augmented reality can bring real-time digital experiences to the printed page 45
52 Best practices and the future of the annual report Augmented reality can bring real-time digital experience to the printed page 46
53 Best practices and the future of the annual report Augmented reality can bring real-time digital experience to the printed page 47
54 Best practices and the future of the annual report Touchcode technology works via invisible printing method to activate mobile devices - a simple approach to digital paper 48
55 Best practices and the future of the annual report Avoid over-produced, excessive or over the top design that ignores modern-world environmental and sustainability concerns, or complicates the reader s experience Extend the use of the annual report for different audiences - use it as the core of a suite of investor communications that includes multiple channels: digital, mobile, social media and print Develop shareable elements in your digital report such as data visualizations and video 49
56 Video By % of online traffic will be video. A page with a video on it is 53X more likely to achieve a page one result on Google. 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. 80% of executives are watching more online video today than they were a year ago. 50
57 Video When the word video is used in an subject line, open rates rise 7% to 13% Consumers are willing to watch videos 60% of the time they are found and they are considered to be a driver of consumer confidence. Copyright Cisco, 2010, Forrester Research, 2010, Forbes Insight, December 2011, Experian 2012 Digital Marketer: Benchmark and Trend Report, 51
58 Video Honeywell CEO video channel 52
59 GE Financial reporting with wow! 53
60 GE Annual Report 2010 ipad 54
61 GE Annual Report
62 GE Annual Report
63 GE Annual Report
64 GE ecomagination Progress Report 2010 ipad 57
65 GE Annual Report employee education interactive animation 58
66 GE Annual Report
67 GE Annual Report
68 GE Annual Report
69 GE Annual Report
70 GE Annual Report App 62
71 GE Annual Report feedback 63
72 GE Annual Report feedback 63
73 GE Citizenship and Sustainable Growth Report
74 GE ecomagination Progress Site
75 Best practices and the future of the annual report ipad 66
76 67
77 Summary: the printed annual report in the US Fewer annual reports being printed, more digital The print annual report plays a pivotal role as one part of a suite of investor communications Digital design aimed toward time-starved reader Responsive design is the new model Video, video, video There will always be a role for the printed annual report! 68
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