WelcomeKWD Webranking ForumStockholm10 December 2012
Agenda11.00-11.15   Introduction KW Digital11.15-12.00   Highlights from KWD Webranking 2012-201312.00-13.00   Lunch      ...
We are digitalcorporate communications        specialists
We are digitalcorporate communications        specialists        Stockholm London        Milan Lisbon Dubai
What we doResearch• KWD Webranking• Focus groups• Peer benchmarking• Web analyticsStrategy• Advice & consultancy• Strategi...
How we do itResearch• KWD Webranking• Focus groups• Peer benchmarking• Web analytics                       StrategyStrateg...
Where we come from• KW Digital is part of King Worldwide, a global  stakeholder communications group• We are sister agenci...
16th edition ofKWD Webranking 2012-2013                           8
Where does KWD Webranking fit in the overallweb strategy?• Text, images and functions                           •Design co...
Extensive background research leads to scoring criteria Step 1                     Step 3                                 ...
KWD Webranking 2012-2013 reportsBackground research             Yes   Yes   Yes     YesDetailed data from backgroundresear...
Download at http://kwd.to/vvsaKWD Web ManagementReport 2012                                 12
Almost 300 responses from Europe,                  Business                 journalists               Asia, North and Sout...
Analysts and investors about corporate websites   Large organizations with lots of data                    Too often sites...
Most requested information by the capital market                                                                          ...
Increased in importance since 2010The most requested IR content on a corporate website 2012 that hasincreased in importanc...
Target fulfillment on most important criteria90%                                                                      •   ...
KWD Career Survey 2012                         18
KWD Career survey 2012• 187 responses, primarily researched through social  networks groups     • 43% are 25-34 years, 31%...
Most requested information by the job seekers1     Job vacancies2     Compensation and benefit system3     Student informa...
500                                           300 Responses                900              Best practicefrom target      ...
This year the KWD Webranking reveals:• Companies are responding to shareholder needs but  there is still a gap between the...
Sweden vs Europe 500                                          Start page                                       100%       ...
Sweden top 20 vs Europe top 100                                          Start page                                       ...
Sweden vs Europe all                                          Start page                                       100%       ...
Sweden compared to last year’s results100%90%80%70%60%50%40%30%20%10% 0%                                         Sweden 20...
Section by sectionKWD Webranking 2012-2013                           27
Importance per sector                           Functions                             6%                  Career        St...
Sweden averageAbout us/Company profile                                      43%Information about the company to all   Top ...
Best practice examples – Geographical spread                                        Norsk Hydro:                          ...
Best practice examples – Business operations                                Wolseley:                                Great...
Sweden averagePress                                                        27%Aims at supporting journalists,       Top pe...
Best practice examples – Archive of press release                                 Swedish Match:                          ...
Best practice examples – Transcripts                                   Philips:                                   • Transc...
Sweden averageFinancial reporting                                            44%One of the major purposes of a          To...
Best practice examples – Financial figures & KPI                                                   36
Best practice examples – Latest annual report                                                37
Best practice examples – Online annual report                                  Online annual reports:                     ...
Best practice – Latest annual report in socialmedia                                    Wärtsilä: creating an interest     ...
Sweden average:The share                                                         50%One of the major purposes of a        ...
Best practice examples – Major shareholder info                                      Mol Magyar:                          ...
Best practice examples – Equity analysts estimates                                                 43
Sweden average:Investor relations                                               28%The purpose should be to gain effective...
Best practice examples – Targets & achievements                                  RBS Group:                               ...
Best practice examples – Risk management                                 Land Securities:                                 ...
Sweden average:Corporate governance                                               54%The higher demand for corporate      ...
Best practice examples – Share transactions                                Hannover Re:                                • C...
Best practice examples – Group management                              Ramirent:                              • Interactiv...
Sweden average:Corporate responsibility                                                             30%A well-developed CR...
Best practice examples – CR strategy                                   UPM:                                   • Detailed d...
Best practice examples – Environmental data                                  Boliden:                                  • S...
Sweden average:Career                                                         23%More than 3 out of 4 respondents to    3 ...
Best practice examples – Job vacancies                                   PPR:                                   • Easy to ...
Best practice examples – Employee strategy                                 Tullow Oil:                                 • C...
Sweden average:Functions and stakeholder dialogue                            30%To support website visitors a number   Top...
Best practice examples – Webcast                                   Bayer                                           57
Best practice examples – Internal search engine                                   Telecom Italia:                         ...
Corporate communications in social media•   It is not only about being there•   It is about using it!•   65 of 325 measure...
Winners in KWD Webranking2012-2013 Sweden                            60
Climbers in Sweden• Rezidor        +11,9• Hufvudstaden   +11,15• Systemair      + 8,95                          61
3rd best corporate website in Sweden 2012-2013Improvements in sections such ascompany presentation,investor relations andf...
2nd best corporate website in Sweden 2012-2013With a history of high scores andranks throughout the years, adding astate o...
Best corporate website in Sweden 2012-2013Continuous hard work with thecompany’s digital communications,this year’s winner...
Resultat KWD Webranking Sverige 2012-2013Rank                   Score   Rank                      Score2012       Company ...
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KWD Webranking Sweden 2012-2013

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A summary of the KWD Webranking 2012-2013 - how does it work, what does the capital market and the job seekers expect, what companies do this well. And who are the winners in Sweden.

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KWD Webranking Sweden 2012-2013

  1. 1. WelcomeKWD Webranking ForumStockholm10 December 2012
  2. 2. Agenda11.00-11.15 Introduction KW Digital11.15-12.00 Highlights from KWD Webranking 2012-201312.00-13.00 Lunch Awards ceremony13.00-13.30 Case SCA: How to keep your website top of the line year after year13.30-14.00 Case Billerud: Launching a responsive website in 3 months
  3. 3. We are digitalcorporate communications specialists
  4. 4. We are digitalcorporate communications specialists Stockholm London Milan Lisbon Dubai
  5. 5. What we doResearch• KWD Webranking• Focus groups• Peer benchmarking• Web analyticsStrategy• Advice & consultancy• Strategic planning• Design, IA & usability• Roadmaps for online• Social mediaImplementation• Corporate websites• IPO & transaction sites• Online reports• Intranets• Content management 5
  6. 6. How we do itResearch• KWD Webranking• Focus groups• Peer benchmarking• Web analytics StrategyStrategy• Advice & consultancy• Strategic planning• Design, IA & usability• Roadmaps for online• Social mediaImplementation• Corporate websites Research Implementation• Corporate reporting• Intranets• Content management and site maintenance 6
  7. 7. Where we come from• KW Digital is part of King Worldwide, a global stakeholder communications group• We are sister agencies with other communciations consultancies such as • Hallvarsson & Halvarsson • M: Communications • Taylor Rafferty • Capital Precision• Part of KW Digital used to be the digital team at Hallvarsson & Halvarsson, until November 2012.
  8. 8. 16th edition ofKWD Webranking 2012-2013 8
  9. 9. Where does KWD Webranking fit in the overallweb strategy?• Text, images and functions •Design concept• Updated supporting the brand• Relevant and messages• Adapted to channel •Design of functionality (interaction design) KWD Webranking •Multi channel concept Content Design Findability Message• Labelling •Business and• Optimized for channel communication strategy• Navigation and search •Consistency in message• Outside the website •Transparency 9
  10. 10. Extensive background research leads to scoring criteria Step 1 Step 3 Step 5 Feedback from Survey to the Ranking and companies through capital market & analysis Web manager survey job seekers Step 2 Step 4 Interviews with Creation of the experts in different criteria fields: IR, CSR etc Jan-Mar Mar-May Summer Autumn 10
  11. 11. KWD Webranking 2012-2013 reportsBackground research Yes Yes Yes YesDetailed data from backgroundresearch surveysBest practice examples Yes Yes Yes YesCriteria Yes Yes Yes YesDefinitions and weightEvaluation of your Yes Yes Yes YeswebsiteBenchmark analysis Yes Yes OptionalYour website compared withselected peers and industryQualitative comparison Yes Optionaland extended reviewPresentation Yes OptionalVideo or on location 11
  12. 12. Download at http://kwd.to/vvsaKWD Web ManagementReport 2012 12
  13. 13. Almost 300 responses from Europe, Business journalists Asia, North and South America Buy side 14% 21% Inst. How do you access the corporate investors 22% website? Sell side • 30% uses iPad or tablet 43% • 31% uses smart phonesKWD Capital market survey 2012 13
  14. 14. Analysts and investors about corporate websites Large organizations with lots of data Too often sites can have the I would recommend all pool should include a live chat to data I want, it is just put in websites to have video clips provide info as required by the user. places that are not obvious or by management talking about do not make sense to me. their businesses, background, what they do, key drivers, Make sure you can get to all current trading etc. the data investors typically look for (financial press It may be somewhat of a releases, presentations, etc.) hassle for them, but will save from the investor relations the CEO and CFO a lot of Ease of navigation around the site to page. time as the basics will havefind financial and operating data is most important been covered beforehand. Search functions are often not very good on corporate websites - that could be improvedSource: KWD Webranking Capital market survey 2012-2013 14
  15. 15. Most requested information by the capital market Important or very important 1 Growth drivers (key drivers for growth) 90% 2 Financial presentations from summits, general meetings 86% 3 Latest annual report in PDF 85% 4 Financial figures and key ratios (KPI, yearly comparative) 85% 5 Market share, sector or competitor statistics 83% 6 Financial targets 83% 7 Operational risks 81% 8 Target achievements 80% 9 Latest interim report in PDF 80% 10 Strategy / outline of group strategy 80%Source: KWD Webranking Capital market survey 2012-2013 15
  16. 16. Increased in importance since 2010The most requested IR content on a corporate website 2012 that hasincreased in importance by the capital market since 2010.100% 90% Growth drivers (key drivers for growth) 80% Market share/Sector or competitor statistics 70% Operational risks 60% Target achievements (how well the company lives up to its targets) 50% Strategy/outline of group strategy 40% 2010 2011 2012Source: KWD Webranking Capital market survey 2012-2013 16
  17. 17. Target fulfillment on most important criteria90% • Europe 500 companies and top80% 100 performing companies in the70% ranking that provide the most requested IR content by the60% capital market.50%40% Euro 500 • Largest gap:30% Top 100 target achievements Sverige Sverige topp 2020% • Swedish top performers better at10% providing target achievements 0%Source: KWD Webranking Capital market survey 2012-2013 17
  18. 18. KWD Career Survey 2012 18
  19. 19. KWD Career survey 2012• 187 responses, primarily researched through social networks groups • 43% are 25-34 years, 31% 18-24 years • Education level: Bachelor or higher (Master, PhD, etc) 86% • 3 out 4 use corporate website as source when looking for job opportunities• 60% actively look for info about companies in social mediaInformation searching Job opportunities1. LinkedIn 40% 1. LinkedIn 51%2. Facebook 25% 2. Facebook 21%3. Wikipedia 24% 3. Twitter 13%4. Twitter 15% 4. Blogs 9%5. Blogs 15% 5. Wikipedia 8% 19
  20. 20. Most requested information by the job seekers1 Job vacancies2 Compensation and benefit system3 Student information4 HR Contacts5 Employee strategy 20
  21. 21. 500 300 Responses 900 Best practicefrom target companies examples group 100 10 325 criteria sections Measure points16th edition ofKWD Webranking 2012-2013 21
  22. 22. This year the KWD Webranking reveals:• Companies are responding to shareholder needs but there is still a gap between the information the capital markets require and that which companies provide• Of the 10 IR content areas identified as most important, interest in strategy has increased the most since 2010• The best performing companies excel in sharing information about: • risk management • growth drivers • market share and peer informationSource: KWD Webranking 2012-2013 22
  23. 23. Sweden vs Europe 500 Start page 100% Functions and stakeholder 90% About us/Company profile dialogue 80% 70% 60% 50% 40% Career section 30% Press 20% 10% FT Euro 500 0% Sweden Corporate Responsibility Financial reporting Corporate governance The share Investor Relations 23
  24. 24. Sweden top 20 vs Europe top 100 Start page 100% Functions and stakeholder 90% About us/Company profile dialogue 80% 70% 60% 50% 40% Career section 30% Press 20% 10% Top 100 FT 0% Euro 500 Sweden top 20 Corporate Responsibility Financial reporting Corporate governance The share Investor Relations 24
  25. 25. Sweden vs Europe all Start page 100% Functions and stakeholder 90% About us/Company profile dialogue 80% 70% 60% 50% 40% Career section 30% Press 20% FT Euro 500 10% 0% Sweden Top 100 FT Corporate Responsibility Financial reporting Euro 500 Sweden top 20 Corporate governance The share Investor Relations 25
  26. 26. Sweden compared to last year’s results100%90%80%70%60%50%40%30%20%10% 0% Sweden 2011-2012 Sweden 2012-2013 26
  27. 27. Section by sectionKWD Webranking 2012-2013 27
  28. 28. Importance per sector Functions 6% Career Start page About us 13% 6% 14% Press Corp Resp 7% 12% Fin. Reports 10% Corp Gov 12% Share IR 7% 13% 28
  29. 29. Sweden averageAbout us/Company profile 43%Information about the company to all Top performers in Sweden (86%)target groups. • TrelleborgInformation both detailed and on an • SCAoverall level.Most important criteria:• Geographical spread of production and sales• Market shares along with competitor statistics• Group strategy• Information about the business operations KWD Webranking 2012-2013 29
  30. 30. Best practice examples – Geographical spread Norsk Hydro: Interactive way of presenting geographical spread 30
  31. 31. Best practice examples – Business operations Wolseley: Great overview with illustrations and key brand logos 31
  32. 32. Sweden averagePress 27%Aims at supporting journalists, Top performer in Sweden:bloggers and publicists. • Swedish Match (76%)By making their research easier andmore convenient the companyincreases its chances of mediaexposure.Most important criteria :• Archive of press releases• Transcripts from teleconferences• Filter press releases by time and category KWD Webranking 2012-2013 32
  33. 33. Best practice examples – Archive of press release Swedish Match: • Possibility to filter press releases • Releases sorted by year • Time stamp on each release in the listing 33
  34. 34. Best practice examples – Transcripts Philips: • Transcripts clearly marked in the list • Transcipts, word by word in pdf 34
  35. 35. Sweden averageFinancial reporting 44%One of the major purposes of a Top performer in Sweden:corporate website is to be an archive • Scania (79%)of financial information.Most important criteria:• Financial figures and key ratios• Financial presentations• The latest annual report in PDF KWD Webranking 2012-2013 35
  36. 36. Best practice examples – Financial figures & KPI 36
  37. 37. Best practice examples – Latest annual report 37
  38. 38. Best practice examples – Online annual report Online annual reports: • 66% find the online annual report important or very important Assa Abloy: • Userfriendly online version • Download to Excel 38
  39. 39. Best practice – Latest annual report in socialmedia Wärtsilä: creating an interest through competitions Statoil: informing on Twitter 39
  40. 40. Sweden average:The share 50%One of the major purposes of a Top performer in Swedencorporate website is to be an archive • Swedbank (93%)of financial information.Most important criteria :• Dividend policy information• Major shareholder information• Equity analysts estimates and share capital development KWD Webranking 2012-2013 40
  41. 41. Best practice examples – Major shareholder info Mol Magyar: • Clear overview thanks to graphical solution 42
  42. 42. Best practice examples – Equity analysts estimates 43
  43. 43. Sweden average:Investor relations 28%The purpose should be to gain effective Top performer in Sweden:communication of financial matters • SCA (82%)between the company and itsstakeholders.The IR section of the website shouldcontain extensive shareholderinformation, helping visitors quicklyobtain complete information aboutinvestment opportunitiesMost important criteria :• Financial targets and achievements• A description of company growth drivers• Information on financial and operational risks KWD Webranking 2012-2013 44
  44. 44. Best practice examples – Targets & achievements RBS Group: • Clear targets and target achievements • + for the visualisation and motivation 45
  45. 45. Best practice examples – Risk management Land Securities: • Thorough presentation of financial and operational risks specific to their industry 46
  46. 46. Sweden average:Corporate governance 54%The higher demand for corporate Top performer in Swedentransparency and increased interest in • Swedish Match (92%)corporate governance has pushedcompanies to present more detailedinformation on this subject.Most important criteria:• Share transactions by insiders• Group management• Board of directors and remuneration details KWD Webranking 2012-2013 47
  47. 47. Best practice examples – Share transactions Hannover Re: • Complete and updated list of insiders and recent transactions 48
  48. 48. Best practice examples – Group management Ramirent: • Interactive and fun (!) way of presenting its management team 49
  49. 49. Sweden average:Corporate responsibility 30%A well-developed CR section should Top performer Swedencover a range of issues, showcasing • SCA (79%)the company’s code of conduct, theirenvironmental and social targets andperformance, certifications, socialindicators, indices, memberships andcommunity involvement.Most important criteria :• Code of conduct• Explanation of CR strategy and link to overall corporate strategy• Environmental data, targets and target fulfillment • Look out for H&H’s press release covering the Swedish CSR results in• Supply chain standards KWD Webranking 2012-2013 KWD Webranking 2012-2013 50
  50. 50. Best practice examples – CR strategy UPM: • Detailed description of CR strategy • Clearly linked to the company’s main strategy 51
  51. 51. Best practice examples – Environmental data Boliden: • Several environmental issues • Future targets • Achievements 52
  52. 52. Sweden average:Career 23%More than 3 out of 4 respondents to 3 top performers in Sweden:KWD’s Career Survey 2012, say that • SCA (78%)they turn to corporate websites whensearching for a job.Most important criteria according tothe survey:• Job vacancies• Compensation and benefit system• Student information• HR Contacts• Employee strategy KWD Webranking 2012-2013 53
  53. 53. Best practice examples – Job vacancies PPR: • Easy to navigate through categories for • Job types • Countries • Regions 54
  54. 54. Best practice examples – Employee strategy Tullow Oil: • Clear strategy and interactive image with additional information 55
  55. 55. Sweden average:Functions and stakeholder dialogue 30%To support website visitors a number Top performer in Sweden:of functions • RezidorMost important criteria:• Webcasts and webcast archives• Internal search engine• Subscription service 56
  56. 56. Best practice examples – Webcast Bayer 57
  57. 57. Best practice examples – Internal search engine Telecom Italia: 58
  58. 58. Corporate communications in social media• It is not only about being there• It is about using it!• 65 of 325 measurements in KWD Webranking 2012-2013 is related to social media and search: • 51 social media • 8 Google search • 6 internal search 59
  59. 59. Winners in KWD Webranking2012-2013 Sweden 60
  60. 60. Climbers in Sweden• Rezidor +11,9• Hufvudstaden +11,15• Systemair + 8,95 61
  61. 61. 3rd best corporate website in Sweden 2012-2013Improvements in sections such ascompany presentation,investor relations andfinancial reporting has ledto an improvement of 7 positions inKWD Webranking, compared to lastyear.Congratulations toSkanska! 62
  62. 62. 2nd best corporate website in Sweden 2012-2013With a history of high scores andranks throughout the years, adding astate of the art presssection and thorough information CorporateaboutGovernance, the silver goestoSwedish Match 63
  63. 63. Best corporate website in Sweden 2012-2013Continuous hard work with thecompany’s digital communications,this year’s winner excels in several Investorsections such asRelations, Sustainabilityand Career.Hooray for SCA! 64
  64. 64. Resultat KWD Webranking Sverige 2012-2013Rank Score Rank Score2012 Company 2012 2012 Company 2012 1 SCA 79,30 21 Boliden 53,30 2 Swedish Match 71,20 22 Clas Ohlson 52,70 3 Skanska 67,50 23 Axfood 52,30 4 SKF 67,30 24 Ericsson 51,40 5 Trelleborg 66,40 25 Volvo 51,30 6 Billerud 64,80 26 Oriflame 51,20 7 Electrolux 63,80 27 SSAB 51,10 8 Swedbank 63,20 28 Alfa Laval 49,30 9 Assa Abloy 61,20 29 SAAB 49,00 10 TeliaSonera 60,80 30 NCC 47,90 10 Fabege 60,80 31 Hexagon 47,80 12 Husqvarna 59,70 32 Kungsleden 47,00 13 Atlas Copco 58,40 33 Addtech 45,90 14 Sandvik 57,60 34 Investor 45,20 15 Rezidor 57,40 35 Lundin Petroleum 44,80 16 Scania 56,50 36 SkiStar 44,70 17 SEB 55,70 36 Systemair 44,70 18 Securitas 55,60 38 Nobia 44,50 19 Nordea 55,50 39 Tele2 43,50 20 Holmen 53,40 40 Hennes & Mauritz 43,20 65

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