KWD Webranking Dubai 20111205

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KWD Webranking Dubai 20111205

  1. 1. KWD Webranking 2011 ● Bridging the gapStaffan Lindgren ● Managing Director (International)Dubai, December 5th
  2. 2. 15 years worldwide, 3rd year in Middle East• Oldest and most respected ranking system for corporate websites in the world - 1,000 corporate websites across the globe ranked for the last 15 years• Driven by the market, not our personal opinion - Detailed survey sent to analysts, investors, business journalists, SRI analysts and jobseekers every year• Focus on how and why they use corporate websites and what information and functionality they most want to see• These answers drive the criteria and weighting of the ranking - 120 criteria with 750 measure points
  3. 3. KWD Webranking – how we do it Step 3 Step 1 Questionnaire to Step 5 Feedback from financial Our ranking companies community & job seekers Step 2 Interviews with Step 4 internal experts in Criteria creation different fields - IR, CSR etc.
  4. 4. Identifying the gap Expectations Communication Investors Business journalists Top talent and job seekers Gap between what is expected and what companies provide
  5. 5. In 10 different categories• Home page• About us / company profile• Media information• Financial reporting• Investor relations• Corporate governance• Corporate responsibility• Careers• Social media and search• Functionality Identifying the gap for the companies to act on Benchmarking with peers and international standards More than 300 best practice examples for inspiration and benchmarking
  6. 6. Key findings KWD Webranking 2011For the majority of all companies the biggest gaps between what stakeholderswant and what the websites are providing are:• In-depth IR content• Market share and industry information• Management profiling• Company and investment story
  7. 7. In-depth IR content87% of investors and journalists looking for information on financial targetsand achievements• In Middle East none of the 140 companies provided both in detail• Internationaly only 10 of the 500 companies provided both in detail
  8. 8. In-depth IR content87% of respondents wanted information on company’s financial targets and achievements Only 10 of the 500 companies provided both in detail
  9. 9. In-depth IR contentMany respondents also keen on information related to the company’s industry,regulatory environment and market share• 2 out of the 138 companies provided some information about this but not in enough detail• 68% of all surveyed companies internationally failed to provide this information
  10. 10. In-depth IR contentMany respondents also keen on profiling information on the company’s industry, regulation and also market share 68% of the 500 failed to provide this information
  11. 11. Management profilingIn the current climate, key audiences want to get underneath the skin ofmanagementSome of the information that should be part of management profiles:• Skills, experience, CV• Thought leadership pieces• Company and industry presentations• Interviews• Press cuttings• Q&A• His / her views on the company
  12. 12. Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
  13. 13. Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
  14. 14. Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
  15. 15. Company and investment story• A unified company story across the whole site• Entwined and embedded throughout content, images, key messages, case studies, multimedia• Very few sites do this successfully• Majority either have a bold statement on the home page with no further detail, or the visitor is expected to “piece it together” from vast amount of information
  16. 16. Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
  17. 17. Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
  18. 18. Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
  19. 19. Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
  20. 20. Other key findings• 80% want information on Risk Management <> 90 % on average don’t provide it (70 % international average)• Most companies slow to encourage or engage in stakeholder dialogue – even simply through offering feedback – or properly maintained and relevant corporate social media channels• Group careers portals becoming relevant with large companies with disparate operating companies• Interactive press sections with multimedia becoming more prevalent - seeing the start of full social media newsrooms
  21. 21. QuestionsStaffan Lindgren ● Managing Director (International)http://kw-digital.com

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