Download - KWD Webranking Zurich May 10, 2011
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H&H Webranking 2010
The yardstick for corporate websites since 1997
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What we do
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strategy.implementation
digital corporate communication
evidence.
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Evidence based advice
KWDWebranking
The yardstick fordigital corporatecommunications
CustomResearch
Builds a solidfoundation fordirection
OpenResearch
We publish partof our researchfree to use
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Strategy requires knowledge
Digital Corporate Communication
How thingsjoin up
Connected
Corporate SocialMedia
How to use socialmedia for press, media, IR etc
Internationaland local
CultureBehaviourLanguage
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Value is created in execution
Corporate Websites
ConceptsContent strategyStructure and IADesign and build
Corporatesocial media
Concepts anddelivery appliedwithin eachpractice
Follow up andQA
Continuous workin progresstogether to refine strategy
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Digital Corporate Communications
CSR
Press and mediarelations
InvestorRelations
Corporatebrand
Employerbranding
Publicopinion
Customers
Suppliers
Competitors
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We join it upLondon
Stockholm
Milan
Lissabon
Dubai
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THE YARDSTICK FOR ONLINE CORPORATE COMMUNICATIONS
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KWD
Webranking
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1997the first ranking
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963companies incl
Global 100
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2100rankings of websites
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252 000
individual judgments
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28business sectors
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30countries
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571responses
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KWD Webranking – market driven research
Step 1Feedback from companies
Step 2Interviews with iexperts in different fields, IR, CSR etc.
Step 3Questionnaire to the capital market & job seekers.One-on-one interviews
Step 4Creation of the protocol127 in 10 sections - 2010
Step 5Ranking!
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What will happen in 2011
Continued focus on the entire corporate communications digital space (website – search – social media)
Quantifiable measure points with focus on the usage
Clear focus on evaluation and benchmarking• Visual benchmarking (spidergraphs)• Benchmark information available in all versions• Optional custom review and customer presentation
Global 100, Euro 500 as well as local lists will still be the focus
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20
Design & technology
Functionality
Home page
General information
Press
Financial information
Corporate Governance
CSR
Employer branding
Social Media and search
0%
50%
100%
Informa
Reed Elsevier
Pearson
Thomson Reuters
Emap
Peer comparison
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21
Best in class comparison
Design & technology
Functionality
Home page
General information
Press
Financial information
Corporate Governance
CSR
Employer branding
Social Media and search
0%
50%
100%
Informa
Reed Elsevier
Pearson
Centrica
Eni
Thomson Reuters
Emap
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Key dates KWD Webranking 2011
Target group research· Web managers survey Ongoing, ends mid May· Analyst and journalist survey May· Interviews with analysts May-June· Job seekers survey May-June
Judgment of company websites· First ranking June· Second ranking July· Analysis, gap and QA August
Report ready to clients September
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KWD Webranking 2010
Swiss performance
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7th edition in Switzerland · The study assessed 48
companies (members of the SMI expanded index)
The average score of Swiss companies only rose 1.9 points to 46.9· Average is just below that of
the Europe 500 companies (48.3 points)
· The European average increased by 5 points compared with 2009
Swiss performance highlights
2009 20100
10
20
30
40
50
60
45 46.943.348.3Swiss av. European av.
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Strengths· Swiss companies performed well in traditional disclosure
areas such as presentation of reports and share information
Weaknesses· Poor results were obtained in communicating sensitive
information related to risk management, debt and guidance, and corporate governance
· Rather low score in the use of interactive features and new technologies
· Swiss companies underperform their European counterparts in social media
Strengths and Weaknesses
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For example, only 12% included information on financial targets· This figure is a decrease compared with 2008 (17%)· Percentage is well below that of the European companies (23%)
Surprisingly, 80% of companies do not present any information about the market they operate in· In Europe the figure is 65%
Only a quarter of Swiss companies provide information about when their debt will mature· The figure is in line with the European picture
70% do not offer any information about remuneration of directors and managers· Percentage is stable compared with 2008
Still a quarter of Swiss companies provide no information regarding its latest AGM· The figure is down to 14% at the European level
Sensitive information
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The number of companies presenting interactive annual reports (30%) is below the European average (45%)· Interactive annual report allows for the provision of additional content,
functionality and services that can enhance the company’s communication of its investment message
· One out of three companies publishing a sustainability report is creating an interactive version
Use of video is limited on Swiss websites with only one third presenting a video archive· Videos make it possible to reach a wider audience and in some cases
can facilitate the diffusion of types of information that are harder to digest in written form
· Often companies present advertising or a corporate film; fewer companies make use of video in specific sections of the website such as CSR and careers
Most of the surveyed websites are accessible via mobile; only a few present a dedicated mobile version· There’s an increased use of the web from mobile applications and a
growing interest towards specifically designed versions of websites for tablets
Technology and interactivity
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Media sections of Swiss websites are still traditional, with focus on press releases and little use of social media · Press releases could be enhanced with related materials such as images,
videos, interviews and other documents· There are a number of examples in Europe of social newsrooms, where the
traditional press section becomes a one-stop-shop to gather different material and access other content on social media
Only one third of Swiss companies are present on more than one of the seven social media channels considered in the research· Most companies are present only on LinkedIn, which is usually an automatically
generated presence, not directly managed by the company· Only one Swiss company (2%) was present on more than five social media
channels compared with 8% for the FT Europe 500 companies Companies also fail to exploit the corporate website as the point
of reference for their online presence· Only a few provide links from their website to the various social media channels
where they are present
Social media and new media
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WORKSHOPSocial media and online annual reporting
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CORPORATE SOCIAL MEDIASocial newsroom
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What is social media all about?
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Behavior
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Relationships
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Digital is a reflection
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How does that affect our corporate communications work?
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Investor Relations
IR disclousure increasingly outside the corporate website
Enables discussion and feed-back in a ”DMZ zone” outside of the corporate website
Rivals google and direct traffic as source for the website
Identifies your secondary IRtarget group by name, andgives you a wealth of data that can be used to target your messaging and activities
Drivven by IR
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CSR communication
Sustainable perspectives aims at describing why sustainability matters for a bank, and
engaging their key visitors in interaction and participation
Pushing their messaging Establishing a less conservative tone of voice
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Press and media relations, post social media
The corporate website functions as the “hub” for all communications activities
Activities, news, articles and events are posted in real-time
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Press and media relations
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Other examples
http://newsroom.cisco.comhttp://newsroom.swedbank.comhttp://newsroom.sebgroup.com
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How does this affect our work?
What are the challenges for the organisation?
How do we need to change the way we work?· Online department· Press office· Governance· Processes
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Discussion
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ANNUAL REPORTS ONLINE
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It’s all about process
Two types of approaches
1.Post production2.Full digital production
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Post production
Convert after production· Post production is where you take an annual report designed and
produced for print and convert it technically to the online format
Pros· Does not involve the organisation or affects the actual creation of an
annual report· Quick and controlled process· Looks cheap
Cons· Does not use the digital format to it’s fullest· Multi channel approach is not really viable· Does not move the content to an audience and channel oriented
mindset· Outside in approach
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Full digital production
A full digital production is where the entire process is re-aligned towards creating on annual report for the online medium
Pros· End product uses the medium to it’s potential· User experience optimized and message· Multi channel approach with optimized user experience possible· Requires different departments to interact change of mind set in the
organisation
Cons· More complex project to run than a post production· Needs a change of mind set in the organisation· Investment in change programme as well as content creation
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Volvo Group reporting platform
Volvo Group changed their platform for reports for 2010
Expected outcome· 30 % less resources used in total· 50 % increase in resources spent
on content instead of production or project management
All reports released on time
Reports released· Sustainability report· Annual Report· Corporate Governance report· Interim reports
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Why do we have an annual report?