Kwd Webranking 2013 Switzerland - Executive summary - Preview

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As reported by Swiss financial paper Finanz und Wirtschaft (http://www.fuw.ch/article/cs-brilliert-im-kwd-webranking/) the 10th edition of the KWD Webranking Switzerland sees Credit Suisse retain its top spot with 63.6 points despite a lower score than last year. Second place goes to Swisscom, up from third with 62.4 points, while Nestlé slips into bronze position with 62 points.

Worryingly, however, weaker companies are not closing the gap with top performers.
The Swiss performance was just above the average of the 500 largest companies in Europe (37.6 points). While Swiss companies are better at presenting strategy and innovation programmes than their European peers, they fail to provide thorough investor information and to leverage on sustainability as a pillar of corporate identity.

6 keypoints in the Kwd Webranking 2013 Switzerland:

1. Credit suisse remains top performer
2. Kwd webranking is the most in-depth analysis of online financial and corporate communications in europe
3. Swiss companies good at communicating strategy and innovation but sustainability not a pillar of identity
4. Storytelling emerges amid trend towards narrative reporting
5. Switzerland’s performance in europe: only five make the top 50
6. Swiss banks remain the best sector, followed by industrials and consumer goods

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Kwd Webranking 2013 Switzerland - Executive summary - Preview

  1. 1. in partnership with lundquist. KWD Webranking 2013 SWITZERLAND State of online corporate communications in Switzerland: strategy and innovation well presented but no leverage on sustainability EXECUTIVE SUMMARY – THE RESEARCH IN 2 MINUTES The 10th edition of the KWD Webranking Switzerland sees Credit Suisse retain its top spot with 63.6 points despite a lower score than last year. Second place goes to Swisscom, up from third with 62.4 points, while Nestlé slips into bronze position with 62 points. The rest of the top 10 includes UBS (60.7 points), ABB (60), Nobel Biocare (52.4), Holcim (52.3), Roche (50), Sika (49.1) and Syngenta (48.7). Only the last two companies are new to the top 10, indicating that an ongoing effort over years is the key to reach top positions. The average score for the 51 Swiss companies analysed was unchanged from last year at 38.1 points out of 100 with an equal split between the number of companies improving their performance and those taking a step backwards. With a 6.2-point increase, Sonova obtained the Best Improver award thanks to a brand new corporate website. Worryingly, however, weaker companies are not closing the gap with top performers. The vast majority are a long way from achieving 50 points, generally considered a level that indicates a company is responding to the minimum needs of key stakeholders such as investors, journalists and jobseekers. The Swiss performance was just above the average of the 500 largest companies in Europe (37.6 points). While Swiss companies are better at presenting strategy and innovation programmes than their European peers, they fail to provide thorough investor information and to leverage on sustainability as a pillar of corporate identity. The broader ranking of European 500 companies included 39 Swiss names, which scored 39.5 on average (unchanged from 2012). No Swiss companies were strong enough to make the top 10 in Europe and only five were included in the top 50: Credit Suisse, Nestlé, Swisscom, UBS and ABB. Compared with last year, the research found improved user experiences and richer integration of social media within corporate websites as well as commendable cases of corporate storytelling. More Swiss companies are using their digital tools to convey their identity and recount a unique way of doing business. New ways of describing the investment story and the company’s strategy are being experimented in the same narrative terms. Looking at sector performance, Swiss banks had the best performance, outperforming their European counterparts. Industrials declined in score and came a distant second, followed by Consumer Goods. KWD Webranking forum STOCKHOLM, 23RD JANUARY 2014 REGISTRATION : kw-digital.com
  2. 2. in partnership with lundquist. 6 KEYPOINTS IN THE KWD WEBRANKING 2013 SWITZERLAND 1. CREDIT SUISSE REMAINS TOP PERFORMER The Swiss bank, down to 63.6 points, managed to keep its top place for a second year. Swisscom (62.4) climbed to second and Nestlé (62) took third. The top 10 also included UBS (60.7 points), ABB (60), Nobel Biocare (52.4), Holcim (52.3), Roche (50), Sika (49.1) and Syngenta (48.7). Sonova, the company specialized in hearing systems, was the best improver with a 6.2-point increase, followed by SGS and ABB. Worryingly, weaker companies are not closing the gap with top performers. Around 80% of the Swiss firms evaluated are a long way from achieving 50 points, generally considered the minimum score indicating that the company responds to the needs of key stakeholders such as investors, journalists and jobseekers. Go to best in class p. 6 and the complete ranking p. 17 2. KWD WEBRANKING IS THE MOST IN-DEPTH ANALYSIS OF ONLINE FINANCIAL AND CORPORATE COMMUNICATIONS IN EUROPE The annual KWD Webranking research – previously known as H&H Webranking – is the most respected annual survey of corporate websites in the Europe. The research is conducted in collaboration with Lundquist, which represents KW Digital in Switzerland. This year, the research evaluated the 51 largest companies listed on the Swiss Stock Exchange. The highlight is the ‘Europe 500’ study, which ranks the largest companies in Europe (FT Europe 500 index) and included 39 Swiss names Find out how the research was carried out p. 15 3. SWISS COMPANIES GOOD AT COMMUNICATING STRATEGY AND INNOVATION BUT SUSTAINABILITY NOT A PILLAR OF IDENTITY The research found Swiss companies remain an equal match for their European counterparts. The average score of the Swiss companies remained stable at 38.1 points out of 100 compared with 37.6 for the 500 largest companies across Europe. Swiss companies are better at presenting their strategy, investments and innovation programmes. But they fail to leverage on sustainability. Read more about Swiss companies strong on strategy but not leveraging on sustainability p. 8 4. STORYTELLING EMERGES AMID TREND TOWARDS NARRATIVE REPORTING The KWD Webranking research found that more and more Swiss companies are using their websites as a showcase for their corporate stories and highlight their identity and values as well as their way of doing business. This trend is going to seep into financial reporting, turning it into a more narrative experience. Check out Swiss experiments in online corporate storytelling p. 10 5. SWITZERLAND’S PERFORMANCE IN EUROPE: ONLY five MAKE THE TOP 50 The average score of the 39 Swiss companies in the KWD Webranking Europe 500 was 39.5 points. However, only Credit Suisse and Swisscom reached the top 25 in Europe and three other companies managed to enter the top 50. Considering only the 20 biggest companies by market capitalization in the main European countries, Switzerland lagged behind the Nordic countries, Germany and Italy but was placed ahead of the UK and France. Read in detail Swiss performance in Europe: no companies reached the top 10 and only five in the top 50 p. 12 6. SWISS BANKS REMAIN THE BEST SECTOR, FOLLOWED BY INDUSTRIALS and CONSUMER GOODS Banks remain the best Swiss sector in online corporate communications with an average score of 45.6 and the only one outperforming its European counterparts. Industrials (39.8 average), Consumer Goods (39.7), and Consumer Services (34.3) followed with some distance. Financials (31.8) come lower down, showing a substantial gap with European competitors. Go to Swiss banks hold steady on top, Industrials wane p. 13 5

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