Richard Farkas, Manager, Digital Communications at Metso, presents how Metso works with their digital strategy. At KWD Webranking Forum London 2012.

1. KWD Webranking Forum 2012
London, November 29th

2. Rock steady or rock ‘n’ roll?
Unifying your digital strategy
without crushing your wild side

3. Are you networking?
How many degrees of
separation between
you and the person
sitting next to you?
29.11.2012 | Richard Farkas | Unifying
3 © Metso
digital strategy

4. Recommended reading
If you’re in B2B
• http://socialmediab2b.com
29.11.2012 | Richard Farkas | Unifying
4 © Metso
digital strategy

5. www.metso.com/about

6. Metso in a nutshell
Metso is a global supplier of technology and services to
customers in the process industries, including mining,
construction, pulp and paper, power, and oil and gas. Our
30,000 professionals based in over 50 countries deliver
sustainability and profitability to customers worldwide.
• 2011 net sales EUR 6.6 billion
• Shares listed on NASDAQ OMX Helsinki Ltd.
Net sales and profitability Personnel by area
5%
17% 30%
10%
10%
13%
15%
* before non-recurring items.
6 © Metso

7. Metso
Customers by business segment
Mining and construction
• Mining and construction industries,
quarries and contractors
Automation
• Pulp and paper mills, power plants,
energy, oil and gas process
customers, mining and construction,
engineering, procurement and
construction (EPC) contractor
Pulp, paper and power
• Chemical and mechanical pulp
producers, paper and board
producers, tissue producers,
industrial power generators,
municipalities and utility companies
7 © Metso

8. Metso’s global presence
Developed markets Share of Metso’s net sales, %
Emerging markets Net sales, EUR million (2001) Number of employees and % of total personnel,
2001
Metso’s operating countries Net sales, EUR million (2011)
Number of employees and % of total personnel,
29.11.2012 | Richard Farkas | Unifying 2011
8 © Metso
digital strategy

9. www.metso.com
29.11.2012 | Richard Farkas | Unifying
9 © Metso
digital strategy

10. www.metso.com
2012
• One site for all industries and target groups
• 11 major local sites and 10+ others
• Mobile site for investors, Annual
report using responsive design
• 3000-9000 pages
• 5000+ visitors per day
• 100+ editors
• In-house developed solution
(Lotus Notes app, Domino server)
• Strongest ratings: inbound linking,
performance, SEO (Google), content: IR, corporate governance
• Web development team: Group Comms, IT, 3 business web managers
29.11.2012 | Richard Farkas | Unifying
10 © Metso
digital strategy

11. KWD
Web ranking
2011 • The websites
• Web ranking results
29.11.2012 | Richard Farkas | Unifying
11 © Metso
digital strategy

12. Now trending

13. Trends
SO LO MO
29.11.2012 | Richard Farkas | Unifying
13 © Metso
digital strategy

14. Design drivers and strategic factors, 2013
Technology-driven trends in web design
29.11.2012 | Richard Farkas | Unifying
14 © Metso
digital strategy

15. Design drivers and strategic factors, 2013
Behavioral trends in web design
29.11.2012 | Richard Farkas | Unifying
15 © Metso
digital strategy

16. Selected trends
Web design 2013
CHANGING
CUSTOMER
GLOBALIZATION BEHAVIOUR
DIGITAL
SERVICE
INNOVATIONS
ABUNDANCE OF
INFORMATION DIGITAL
LIVE AND ON- TRANSFORMATION
DEMAND
NEW TOOLS
AND WAYS OF
WORKING
CO-CREATION
OF VALUE
BIG DATA
29.11.2012 | Richard Farkas | Unifying
16 © Metso
digital strategy

17. More trends
KWD report
• Check this out!
29.11.2012 | Richard Farkas | Unifying
17 © Metso
digital strategy

18. Unifying digital strategy

19. WiUniFi?
The value of unified digital strategy
• Cap Gemini / MIT
2012 research
The Digital Advantage
• improves planning
• grows return on
investments
• creates stability
• accelerates buy-in
29.11.2012 | Richard Farkas | Unifying
19 © Metso
digital strategy

20. Connecting with strategy
Digital success factors in business strategy
metso.com
digital
marketing
Enable
social media Metso’s vision
through
mobile creative and
efficient use of
digital
extranets channels
intranet
29.11.2012 | Richard Farkas | Unifying
20 © Metso
digital strategy

21. Rock steady or rock and roll?
Unity v innovation?
More ideas
than resources
to try them out?
29.11.2012 | Richard Farkas | Unifying
21 © Metso
digital strategy

22. Unity and diversity
Brand management, best practices
Making it easy
to follow the
line
29.11.2012 | Richard Farkas | Unifying
22 © Metso
digital strategy

23. Digital team
Internal influencers and doers
Marketing
•Metso-level Ad hoc
members
Web
manager
co-operation
•Sharing best IT
Digital
practices marketing
•Advising
executives HR
Digital
Comms
Comms
29.11.2012 | Richard Farkas | Unifying
23 © Metso
digital strategy

24. What not to do
Prioritizing your channels
• Are your customers
coming there?
• If you don’t do go
there, someone else
will
• Leveraging old
technologies
• The long-tail of
Metso’s presence
29.11.2012 | Richard Farkas | Unifying
24 © Metso
digital strategy
www.theconversationprism.com

25. Crowd sourcing
• Visitor surveys
• Feedback jam
• Idea generation,
filtering
• Content
29.11.2012 | Richard Farkas | Unifying
25 © Metso
digital strategy

26. Unifying digital strategy
Checklist
• Set the vision
• Gather a cross-functional
team of talent, passion,
position
• Make it easy to be brand-
consistent
• Decide what not to do
• Take care of the long tail
• Crowdsource your proof of
concept
• Run as change management
29.11.2012 | Richard Farkas | Unifying
26 © Metso
digital strategy

27. Unifying digital strategy
Our next steps
• Develop broader, more
enabling vision
• Unify metrics and ROI
• Focus on experiences for
different target groups, not
channels and
technologies
29.11.2012 | Richard Farkas | Unifying
27 © Metso
digital strategy

28. Case: metso.com renewal
2012-2103

29. KWD
Web ranking
2012?
29.11.2012 | Richard Farkas | Unifying
29 © Metso
digital strategy

30. Our project structure
Work in progress
Pre-study and plan Design and implementation Rollout and analysis
2012 2013 2014
Requirements
Concept Iterative design
Platform Technical
decisions implementation Technical implementation
Content strategy
Content Content implementation
plans
Training, support
Launches
Analytics
Iteration, process
development, follow-on
Milestones
Milestones Implementation completed Milestone
Business case Key processes set up Project close
Project plan Approval of designs Business case review
29.11.2012 | Richard Farkas | Unifying
30 © Metso
digital strategy

31. Choosing your team
Project team
Emma Storbacka
Sofia Project
Emilia
Williams Coordinator
Vahvelainen
Core Team Upe
Consultant
Nykänen
Core Team
Richard
31 © Metso Teemu Sami
Farkas
Mäkitalo Lead Olejniczak

32. Metso’s strategic must-wins
We must grow We must We must We must be agile, And we must
our services strengthen our continue to putting our create the right
offer to improve influence in develop expertise and environment to
customers’ all our growth technology decision-making attract the best
productivity and markets that is right close to our people and help
thus our value to for each local customers, wher- them succeed
them market ever they are
Our
must-wins
29.11.2012 | Richard Farkas | Unifying
32 © Metso
digital strategy

33. Getting attention:
Scoping and buy-in Getting input:
Newsletter, blog,
Challenging:
Acceptance:
Requirement
invitations, informal
Seeking commitment and sign-offs Dialog, co-creation,
Business case,
gathering, surveys
briefings
workshopping of
demos, proof
concept, consultants
29.11.2012 | Richard Farkas | Unifying
© Metso
digital strategy

34. Business requirements phase
Stakeholder meetings Surveys Web analytics & Benchmarks
• 60+ people involved • Input from • metso.com visitor analytics
from various businesses, • Visitor survey (18 000) and
businesses and marcom people client panel (130 responses)
corporate functions and external • Benchmarking and external
• Interviews/workshops stakeholders audits
Business requirements Opportunities
Metso global strategies Partner expertise
gathering (Sept-Oct) identified
• Business strategy, • Business segments • Lead generation best
must-wins • Careers practices
• Communications • Investor Relations • Analytics and SEO
strategy • Media • User experience
• Marketing strategy • Growth markets
• Communications
29.11.2012 | Richard Farkas | Unifying
34 © Metso
digital strategy

35. Ambition level and expectation
www.metso.com renewal
My way to serve
customers
Digital version of
BROCHURES
29.11.2012 | Richard Farkas | Unifying
35 © Metso
digital strategy

36. See far, build near
29.11.2012 | Richard Farkas | Unifying
36 © Metso
digital strategy

37. How to kick off your next web renewal project
• Remember the LEN prototype
• Don’t follow these steps, do do all the steps
Rock steady Roll out change,
Rock ’n’ roll
37 © Metso
29.11.2012 | Richard Farkas | Unifying
digital strategy
not technology

38. Follow us at
• www.metso.com
• www.metso.com/2011 Annual Report 2011
• www.linkedin.com/company/metso
• www.twitter.com/metsogroup
@richardfarkas
pinterest.com/richardfarkas/metso-online/
38 © Metso