Measuring IR effectiveness online DIRK 2010
 

Measuring IR effectiveness online DIRK 2010

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How do you measure the success and effectiveness of IR online? This presentation was part of a larger presentation by King Worldwide and our sister companies Taylor Rafferty and Capital Precision at ...

How do you measure the success and effectiveness of IR online? This presentation was part of a larger presentation by King Worldwide and our sister companies Taylor Rafferty and Capital Precision at DIRK in Frankfurt 2010.

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Measuring IR effectiveness online DIRK 2010 Measuring IR effectiveness online DIRK 2010 Presentation Transcript

  • Measuring the success of IR online DIRK, Frankfurt 18 May 2010 Online corporate communication
  • Online corporate communication Websites Search Social media 2010-05-18 Helena Wennergren
  • Use your website as source to measure effectiveness and success Web statistics and analytics External rankings • Numbers • Let others do the job for you – j y • Trend more important than but be sure to know what they are numbers ranking and what they base their • Expect increase during reports research on and other important events • Who is visiting • H&H Webranking survey what the • Where do they come from – capital market – investors, banks, investors etc b k i analysts and journalist in Europe and the US – expect to find on • What do they do – e.g. corporate websites and how they • Download of annual report g go about to find it • Visits to online annual report • Visits to contact information page + Get heads up on emerging + Know what information to add topics and how! + Improve website structure 2010-05-18 Helena Wennergren
  • Take control over the search result pages FACTS People are more on other websites than yours Use of search is constantly growing The search result pages is becoming “the company in brief” WHAT DO YOU DO ABOUT IT? Monitor your online presence on a regular basis Decide what to achieve outside your own website and take appropriate action Create an online platform – before a crisis 2010-05-18 Helena Wennergren
  • Online reputation Individual I di id l or corporate levels t l l From the result of the H&H Webranking How the CEO or the company is questionnaire to analysts, investors and perceived in other online business journalists 2009 channels than those controlled by you Do you search for information about listed companies in other channels than the How visible is the company s company’s website? CEO/company Monitoring and analyzing the Yes 91% No perception and visibility Yes Y No 7% What is being said about you – what do you want them to say? No 2% Who is saying something – who answer do you want to be engaged? Are you engaged in that conversation? 2010-05-18 Helena Wennergren
  • Summary: Measuring effectiveness online Websites Search Social media Who and what Take control over the search What do you want them to result pages say – and what are they saying 2010-05-18 Helena Wennergren
  • Helena Wennergren Senior Partner helena.wennergren@halvarsson.com www.halvarsson.com +44 7540 914 641 Online corporate communication