2022 Sustainable Business Report

100 | SAFARICOM SUSTAINABLE BUSINESS REPORT 2022 KPI SUMMARY OUR MATERIAL TOPICS OUR BUSINESS OUR STAKEHOLDERS INCREASED MEDIA INTEREST IN SUSTAINABILITY Increasing media attention on sustainability-related issues is evidenced by the significant increase in PR value of issues focused on sustainable business from KSh 98 806 935 in FY21 to KSh 270 088 495 in FY22. Health initiatives related to SDG 3: Good Health and Wellbeing , received high levels of coverage, closely followed by stories which focus on women and youth, as well education and economic empowerment initiatives. We engaged with education media to showcase offerings from our enterprise business unit targeted at the health and education sectors, tech media to cover the M-PESA Super App and health and with business media to cover M-PESA@15, M-PESA Global Visa Pay launch and our last financial year results announcement. LEVERAGING ELECTRONIC MEDIA The significant increase in total website users and the number of page views is because we redesigned our journey to make it easier for users from an experience perspective. We have linked the website to our digital transaction sites. Leveraging monthly analytics which indicate the most visited pages, we have also been updating the site regularly. We also made extensive use of social media for sim card registration. STORIES IN THE MEDIA FY22 Media type M-PESA Foundation Safaricom Foundation / Ndoto Zetu Sustainable Business Report Print 24 46 22 TV 45 101 55 Radio 95 257 94 Online 43 114 80 Total number 204 518 251 PR value (KSh) 171 674 490 567 007 330 270 088 495 WEBSITE PERFORMANCE FY20 FY21 FY22 Total users 524 544 783 134 4 167 205 Sessions 714 511 1 106 644 6 620 309 Bounce rate* 27.59% 23.04% 24.18% Avg. session duration 1 min 28 sec 1 min 29 sec 1 min 39 sec Page views 1 183 813 2 2 133 177 11 335 918 Avg. page load time 12.71 11.39 14.25 sec Clicks 434 000 490 000 5 822 375 Impression 3 710 000 4 990 000 66 053764 Avg. website position** 11.9 9.1 11.4 *The percentage of all sessions on the site in which users viewed only a single page and triggered only a single request to the analytics server **The average ranking of a website URL for the query/ queries Demystifying golf One of our highlights was the launch of the Safaricom Golf Tour in partnership with the Nation Media Group. This platform aims to demystify the game that has long been seen as a sport for the elite and position it as accessible for all. The tour comprised a Corporate Day open to all registered members of the participating clubs in the tour; a Junior Golf Day; a Caddies Golf Day and golf clinics targeted at students between the ages of 6 to 18 years old, from schools around the golf clubs where the tour is taking place. FUTURE FOCUS • Monitor the media landscape to target information more accurately. • Promote CEO and Exco interaction with the media.