SBM Offshore Annual Report 2011 - PDF

1.4.5 Investor Relations
The Company maintains active communications with its shareholders on several different occasions, events or
meetings in order to keep them informed on the general and specifically financial aspects of the business. The
information is provided in written form in the Annual Report, in the minutes of meeting of the AGM, in press
releases and in presentations for financial analysts. All of which are distributed electronically on the website, via
email and in hardcopy format. The Company also addresses shareholders face-to-face during the AGM, at
investor meetings, analyst presentations (which are webcasted), and verbally via conference calls.
In November 2011, the Company arranged for 14 sell-side financial analysts to visit ongoing projects in
Singapore, along with the Company’s CFO, Mr Mark Miles and the Company’s COO, Mr Bruno Chabas.
The Company attended 24 road shows and conferences during 2011.
1.4.6 Stakeholders engagement
The Company's primary stakeholder groups are employees, clients and business partners, capital providers,
shareholders, suppliers and Non-Governmental Organisations (NGO), local authorities and local host
communities.
The Company encourages and actively maintains open, respectful engagement with its stakeholders, including
employee delegates, NGOs and clients along the year and at annual shareholders meetings.
SBM Offshore rebranding: Stakeholders' involvement
During 2011, the Company commenced a comprehensive rebranding exercise, which necessitated extensive
engagement with key stakeholders groups in order to canvas their views.
A number of exploratory interviews were conducted (by a third party and confidentially) with members of the
Supervisory Board, members of the Board of Management and other senior leaders in the organisation.
Consequently the Company acquired a wealth of information from individuals who have considerable direct
experience of SBM Offshore and established relationships with other external stakeholders.
A second round of interviews was held with clients and with financial analysts who monitor SBM Offshore. They
were asked how they perceived SBM Offshore’s strategy, communication methods, reputation and brand
presence. Their answers will contribute directly to the overall rebranding initiative.
In addition to face-to-face interviews, an online survey was sent to all Company employees across the world;;
producing close to 2,000 individual responses to questions regarding communications, branding, and employee
engagement and satisfaction. Encouraged by the response levels to this survey, SBM Offshore intends to carry
out regular employee engagement surveys in future.
Information provided through both the employee survey and face-to-face interviews is helping the Company build
a new brand position along with a corresponding vision and set of values. A series of internal workshops were
subsequently conducted to develop and agree a new SBM Offshore brand model and a new visual identity. Both
elements were concluded at the end of 2011 and are scheduled for launch in March 2012.
This is a customized selection from the SBM Offshore N.V. Annual Report 2011
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