KWD Webranking 2013-2014
Findings
Staffan Lindgren
Managing Director KW Digital
900
ranked websites

20

super sectors

400
responses from
stakeholders

102
criteria

328

measuring points

2013 - 2014
...
900
ranked websites

20

super sectors

400
responses from
stakeholders

102
criteria

852

ranked websites

328

measurin...
852
ranked websites

20

super sectors

400
responses from
stakeholders

102
criteria

20

super sectors

328

measuring p...
852
ranked websites

20

super sectors

38
countries

400
responses

38

countries

102
criteria

328

measuring points
852
ranked websites

20

super sectors

38
countries

400
responses

400

102

responses from stakeholders

criteria

328
...
852
ranked websites

20

super sectors

38
countries

400
responses

102
criteria

102
criteria

328

measuring points
852
ranked websites

20

super sectors

38
countries

400
responses

328

measuring points

102
criteria

328

measuring p...
852
ranked websites

20

super sectors

38
countries

400
responses

102

Insights
and best practice examples

criteria

3...
A faster, more intuitive report with access to all data and best
practice examples
KWD Web Management Survey

What is most important for you

1
How large is the team that is working directly with your digital
corporate communication?
10 or more

71 % of teams are
be...
How will the budget change?
Which is the most common used tool for managing social media
channels?

We do not use SMMT

None!

Hootsuite

TweetDeck

S...
Content that we will
improve
Technical areas we will
improve during the year
Have your say!
Research questionnaire by e-mail next week
Stakeholder research

What your users expect from you

2
2013-12

2013-11

2013-10

2013-09

10%

2013-08

5%

2013-07

2013-06

Combined numbers from 15 corporate websites for ma...
Most corporate websites does not support mobile users

Mobile traffic to corporate websites

Source KWD Webranking 2013-20...
Infographics http://on.kwd.to/cm2013-2014
1.
2.
3.
4.
5.

Latest annual report in PDF
Latest interim report in PDF
Latest interim report in presentation
Financial p...
Financial reporting
• Demand for PDF reports decline
• Online reports demand is growing steadily
and we expect it to be on...
Anti corruption initatives

69%

Of all stakeholders find
information important

Few companies have
information about
how ...
Major bond holders

73%

Of all stakeholders find
information important

None of the
companies have
information about
majo...
Employees

Infographics http://on.kwd.to/career2013-2014
The corporate website is the most important source of information
about the company
• The corporate website is by
far the ...
What job seekers are looking for
Job seekers will grade you based on your website design and
usability in a higher degree ...
A glimpse into the future

Our plan for 2014-2015 research
Our research starts now
Capital Market Survey
- Stakeholder and expert interviews January-February
- Questionnaire to be s...
The overall KWD Webranking process

Challenges and
expectations
from web
managers

Interviews with
experts and
stakeholder...
How do we measure stakeholder demands?
1. Web management survey
2. Expert interviews and desk research
3. Questionnaires
4...
KW Digital

Corporate Analytics

Beta
Challenge
Identifying and measuring corporate
target groups
What we want to measure
Key visitor groups
What we want to measure
User satisfaction
Asking the visitor what user group he/she belongs to in cookie
information

Cookie information
We use cookies on our websi...
Asking the user for feedback on content pages
Was the content on this page helpful?
Did you find what you were looking for...
Invitation only
Participation in beta programme by
invitation only – starting today
More results and best practice
Start page
What the stakeholders say

73%

Europe 500 of maximum score
Europe top 10 – 93%
About us
• F

What the stakeholders say

39%

Europe 500 of maximum score
Europe top 10 – 79%
Press
What the stakeholders say

35%

Europe 500 of maximum score
Europe top 10 – 68%
Reporting
What the stakeholders say

45%

Europe 500 of maximum score
Europe top 10 – 76%
The Share
What the stakeholders say

41%

Europe 500 of maximum score
Europe top 10 – 86%
Investor Relations
What the stakeholders say

22%

Europe 500 of maximum score
Europe top 10 – 75%
Governance
What the stakeholders say

39%

Europe 500 of maximum score
Europe top 10 – 84%
CSR
What the stakeholders say

31%

Europe 500 of maximum score
Europe top 10 – 77%
Career
What the stakeholders say

34%

Europe 500 of maximum score
Europe top 10 – 65%
Functions
What the stakeholders say

32%

Europe 500 of maximum score
Europe top 10 – 65%
Social media and external search
What the stakeholders say

25%

Europe 500 of maximum score
Europe top 10 – 40%
More information?
Staffan Lindgren
Managing Director, KW Digital
staffan.lindgren@kw-digital.com
+46 8 407 22 12
+46 709 7...
Kwd webranking findings   kwd webranking forum 2013-2014
Kwd webranking findings   kwd webranking forum 2013-2014
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Key insights about digital corporate communications from KWD Webrankings 2013-2014. Presented by Staffan Lindgren, KW Digital.

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Kwd webranking findings kwd webranking forum 2013-2014

  1. 1. KWD Webranking 2013-2014 Findings Staffan Lindgren Managing Director KW Digital
  2. 2. 900 ranked websites 20 super sectors 400 responses from stakeholders 102 criteria 328 measuring points 2013 - 2014 What we did 38 countries
  3. 3. 900 ranked websites 20 super sectors 400 responses from stakeholders 102 criteria 852 ranked websites 328 measuring points 38 countries
  4. 4. 852 ranked websites 20 super sectors 400 responses from stakeholders 102 criteria 20 super sectors 328 measuring points 38 countries
  5. 5. 852 ranked websites 20 super sectors 38 countries 400 responses 38 countries 102 criteria 328 measuring points
  6. 6. 852 ranked websites 20 super sectors 38 countries 400 responses 400 102 responses from stakeholders criteria 328 measuring points
  7. 7. 852 ranked websites 20 super sectors 38 countries 400 responses 102 criteria 102 criteria 328 measuring points
  8. 8. 852 ranked websites 20 super sectors 38 countries 400 responses 328 measuring points 102 criteria 328 measuring points
  9. 9. 852 ranked websites 20 super sectors 38 countries 400 responses 102 Insights and best practice examples criteria 328 measuring points
  10. 10. A faster, more intuitive report with access to all data and best practice examples
  11. 11. KWD Web Management Survey What is most important for you 1
  12. 12. How large is the team that is working directly with your digital corporate communication? 10 or more 71 % of teams are between 1 and 6 people 7-10 4-6 1-3 0 0% 20% 40% 60% 80%
  13. 13. How will the budget change?
  14. 14. Which is the most common used tool for managing social media channels? We do not use SMMT None! Hootsuite TweetDeck SproutSocial Other 0% 10% 20% 30% 40% 50% 60%
  15. 15. Content that we will improve
  16. 16. Technical areas we will improve during the year
  17. 17. Have your say! Research questionnaire by e-mail next week
  18. 18. Stakeholder research What your users expect from you 2
  19. 19. 2013-12 2013-11 2013-10 2013-09 10% 2013-08 5% 2013-07 2013-06 Combined numbers from 15 corporate websites for major European listed companies 2013-05 2013-04 2013-03 2013-02 2013-01 2012-12 2012-11 2012-10 2012-09 2012-08 2012-07 2012-06 2012-05 2012-04 2012-03 2012-02 2012-01 2011-12 2011-11 2011-10 2011-09 2011-08 2011-07 2011-06 2011-05 2011-04 2011-03 2011-02 2011-01 Mobile and tablet traffic to corporate websites December 2013 24,8 % 30% 25% 20% 15% 92 % Increase in 2013 0% Source KW Digital
  20. 20. Most corporate websites does not support mobile users Mobile traffic to corporate websites Source KWD Webranking 2013-2014
  21. 21. Infographics http://on.kwd.to/cm2013-2014
  22. 22. 1. 2. 3. 4. 5. Latest annual report in PDF Latest interim report in PDF Latest interim report in presentation Financial presentations Dividend policy JOURNALISTS 1. Latest annual report in PDF 2. Market share and sector/competitor information 3. Latest interim report in PDF 4. Latest interim report in presentation 5. Financial figures with five years history 1. 2. 3. 4. 5. INSTITUTIONAL SELL SIDE ANALYST BUY SIDE ANALYST Capital market top five expectations 1. Growth drivers 2. Strategy/outline of group strategy 3. Balance sheet and cash flow on screen 4. Dividend policy 5. Information about major shareholders/free float Latest press release on start page Online annual report Filtered and detailed press archive Press contact Fast facts with key information
  23. 23. Financial reporting • Demand for PDF reports decline • Online reports demand is growing steadily and we expect it to be on same level as PDF within 2 years. • Business journalists show highest demand for online reports.
  24. 24. Anti corruption initatives 69% Of all stakeholders find information important Few companies have information about how they work with anti corruption 41%
  25. 25. Major bond holders 73% Of all stakeholders find information important None of the companies have information about major bond holders 0%
  26. 26. Employees Infographics http://on.kwd.to/career2013-2014
  27. 27. The corporate website is the most important source of information about the company • The corporate website is by far the most used source for information about the company • Users are very active in social media with Linkedin as the most important and used social network. Use the corporate site when looking for a job or reviewing companies 92 %
  28. 28. What job seekers are looking for Job seekers will grade you based on your website design and usability in a higher degree than other target groups.
  29. 29. A glimpse into the future Our plan for 2014-2015 research
  30. 30. Our research starts now Capital Market Survey - Stakeholder and expert interviews January-February - Questionnaire to be sent out beginning of March - Analysis report end of May Career Survey - Questionnaire to be sent out mid-February - Analysis report end of April Web Management Survey - Questionnaire to be sent out next week - Analysis report March/April Jan Web statistics Feb Mar We need your help! Apr May Jun
  31. 31. The overall KWD Webranking process Challenges and expectations from web managers Interviews with experts and stakeholders Questionnaires to the capital market & job seekers Creation of the criteria Ranking Research Jan-Mar Ranking of corporate websites Apr-Jun Jul-Sep Analysis, reports, results & awards Analysis Oct-Dec
  32. 32. How do we measure stakeholder demands? 1. Web management survey 2. Expert interviews and desk research 3. Questionnaires 4. New: Statistics!
  33. 33. KW Digital Corporate Analytics Beta
  34. 34. Challenge Identifying and measuring corporate target groups
  35. 35. What we want to measure Key visitor groups
  36. 36. What we want to measure User satisfaction
  37. 37. Asking the visitor what user group he/she belongs to in cookie information Cookie information We use cookies on our website to improve the performance and enhance your user experience. According to the EU directive we need to inform you about this. Terms of use, with more detailed information about coookies used In what capacity are you visiting our website? We strive to improve our website and would appreciate if you would tell us what visitor group you belong to. Investor Journalist Job seeker Analyst Customer Other Hide message
  38. 38. Asking the user for feedback on content pages Was the content on this page helpful? Did you find what you were looking for on this page? Yes Some No What user group would you say you belong to? Investor Journalist Job seeker Analyst Customer Other
  39. 39. Invitation only Participation in beta programme by invitation only – starting today
  40. 40. More results and best practice
  41. 41. Start page What the stakeholders say 73% Europe 500 of maximum score Europe top 10 – 93%
  42. 42. About us • F What the stakeholders say 39% Europe 500 of maximum score Europe top 10 – 79%
  43. 43. Press What the stakeholders say 35% Europe 500 of maximum score Europe top 10 – 68%
  44. 44. Reporting What the stakeholders say 45% Europe 500 of maximum score Europe top 10 – 76%
  45. 45. The Share What the stakeholders say 41% Europe 500 of maximum score Europe top 10 – 86%
  46. 46. Investor Relations What the stakeholders say 22% Europe 500 of maximum score Europe top 10 – 75%
  47. 47. Governance What the stakeholders say 39% Europe 500 of maximum score Europe top 10 – 84%
  48. 48. CSR What the stakeholders say 31% Europe 500 of maximum score Europe top 10 – 77%
  49. 49. Career What the stakeholders say 34% Europe 500 of maximum score Europe top 10 – 65%
  50. 50. Functions What the stakeholders say 32% Europe 500 of maximum score Europe top 10 – 65%
  51. 51. Social media and external search What the stakeholders say 25% Europe 500 of maximum score Europe top 10 – 40%
  52. 52. More information? Staffan Lindgren Managing Director, KW Digital staffan.lindgren@kw-digital.com +46 8 407 22 12 +46 709 71 12 12 kw-digital.com slideshare.net/kwdigital/ twitter.com/kwdigital linkedin.com/company/kw-digital facebook.com/kwdigital
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