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KWD Webranking Zurich 20110510


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KWD Webranking. …

KWD Webranking.
Digital corporate communication

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  • 1. H&H Webranking 2010
    The yardstick for corporatewebsitessince 1997
  • 2.
  • 3. Whatwe do
  • 4. strategy.
    digital corporatecommunication
  • 5. Evidencebasedadvice
    Builds a solidfoundation fordirection
    The yardstick fordigital corporatecommunications
    We publish partof our researchfree to use
  • 6. Strategyrequiresknowledge
    Corporate SocialMedia
    How to use socialmedia for press, media, IR etc
    Internationaland local
    Digital Corporate Communication
    How thingsjoin up
  • 7. Value is created in execution
    Corporatesocial media
    Concepts anddeliveryappliedwithin eachpractice
    Follow up andQA
    Continuous workin progresstogether to refine strategy
    Corporate Websites
    ConceptsContent strategyStructure and IADesign and build
  • 8. Corporatebrand
    Digital Corporate Communications
    Press and mediarelations
  • 9. Wejoin it up
  • 10. The yardstick for online corporate communications
  • 11. 1997the first ranking
  • 12. 963companiesincl Global 100
  • 13. 2100rankings ofwebsites
  • 14. 252 000individualjudgments
  • 15. 28business sectors
  • 16. 30countries
  • 17. 571responses
  • 18. KWD Webranking – market driven research
    Step 3Questionnaire to the capital market & job seekers.One-on-one interviews
    Step 5Ranking!
    Step 1Feedback from companies
    Step 2Interviews with iexperts in different fields, IR, CSR etc.
    Step 4Creation of the protocol127 in 10 sections - 2010
  • 19. What will happen in 2011
    Continued focus on the entire corporate communications digital space (website – search – social media)
    Quantifiable measure points with focus on the usage
    Clear focus on evaluation and benchmarking
    Visual benchmarking (spidergraphs)
    Benchmark information available in all versions
    Optional custom review and customer presentation
    Global 100, Euro 500 as well as local lists will still be the focus
  • 20. Peer comparison
  • 21. Best in class comparison
  • 22. Key dates KWD Webranking 2011
    Target group research
    Web managers survey Ongoing, ends mid May
    Analyst and journalist survey May
    Interviews with analysts May-June
    Job seekers survey May-June
    Judgment of company websites
    First ranking June
    Second ranking July
    Analysis, gap and QA August
    Report ready to clients September
  • 23. KWD Webranking 2010
    Swiss performance
  • 24. 7th edition in Switzerland
    The study assessed 48 companies (members of the SMI expanded index)
    The average score of Swiss companies only rose 1.9 points to 46.9
    Average is just below that of the Europe 500 companies (48.3 points)
    The European average increased by 5 points compared with 2009
    Swiss performance highlights
  • 25. Strengths
    Swiss companies performed well in traditional disclosure areas such as presentation of reports and share information
    Poor results were obtained in communicating sensitive information related to risk management, debt and guidance, and corporate governance
    Rather low score in the use of interactive features and new technologies
    Swiss companies underperform their European counterparts in social media
    Strengths and Weaknesses
  • 26. For example, only 12% included information on financial targets
    This figure is a decrease compared with 2008 (17%)
    Percentage is well below that of the European companies (23%)
    Surprisingly, 80% of companies do not present any information about the market they operate in
    In Europe the figure is 65%
    Only a quarter of Swiss companies provide information about when their debt will mature
    The figure is in line with the European picture
    70% do not offer any information about remuneration of directors and managers
    Percentage is stable compared with 2008
    Still a quarter of Swiss companies provide no information regarding its latest AGM
    The figure is down to 14% at the European level
    Sensitive information
  • 27. The number of companies presenting interactive annual reports (30%) is below the European average (45%)
    Interactive annual report allows for the provision of additional content, functionality and services that can enhance the company’s communication of its investment message
    One out of three companies publishing a sustainability report is creating an interactive version
    Use of video is limited on Swiss websites with only one third presenting a video archive
    Videos make it possible to reach a wider audience and in some cases can facilitate the diffusion of types of information that are harder to digest in written form
    Often companies present advertising or a corporate film; fewer companies make use of video in specific sections of the website such as CSR and careers
    Most of the surveyed websites are accessible via mobile; only a few present a dedicated mobile version
    There’s an increased use of the web from mobile applications and a growing interest towards specifically designed versions of websites for tablets
    Technology and interactivity
  • 28. Media sections of Swiss websites are still traditional, with focus on press releases and little use of social media
    Press releases could be enhanced with related materials such as images, videos, interviews and other documents
    There are a number of examples in Europe of social newsrooms, where the traditional press section becomes a one-stop-shop to gather different material and access other content on social media
    Only one third of Swiss companies are present on more than one of the seven social media channels considered in the research
    Most companies are present only on LinkedIn, which is usually an automatically generated presence, not directly managed by the company
    Only one Swiss company (2%) was present on more than five social media channels compared with 8% for the FT Europe 500 companies
    Companies also fail to exploit the corporate website as the point of reference for their online presence
    Only a few provide links from their website to the various social media channels where they are present
    Social media and new media
  • 29. Workshop
    Social media and online annualreporting
  • 30. Corporate social media
    Social newsroom
  • 31. What is social media all about?
  • 32. Behavior
  • 33. Relationships
  • 34. Digital is a reflection
  • 35. How does that affect our corporate communications work?
  • 36. Investor Relations
    IR disclousure increasinglyoutside the corporatewebsite
    Enablesdiscussion and feed-back in a ”DMZ zone” outsideof the corporatewebsite
    Rivals google and directtraffic as source for the website
    Identifiesyoursecondary IRtargetgroup by name, andgives you a wealthof data thatcan be usedtotargetyourmessaging and activities
    Drivven by IR
  • 37. CSR communication
    Sustainable perspectives aims at describing why sustainability matters for a bank, and
    engaging their key visitors in interaction and participation
    Pushing their messaging
    Establishing a less conservative tone of voice
  • 38.
  • 39. Press and media relations, post social media
    The corporate website functions as the “hub” for all communications activities
    Activities, news, articles and events are posted in real-time
  • 40. Press and media relations
  • 41. Other examples
  • 42. How does this affect our work?
    What are the challenges for the organisation?
    How do we need to change the way we work?
    Online department
    Press office
  • 43. Discussion
  • 44. Annual reports online
  • 45. It’s all about process
    Two types of approaches
    Post production
    Full digital production
  • 46. Post production
    Convert after production
    Post production is where you take an annual report designed and produced for print and convert it technically to the online format
    Does not involve the organisation or affects the actual creation of an annual report
    Quick and controlled process
    Looks cheap
    Does not use the digital format to it’s fullest
    Multi channel approach is not really viable
    Does not move the content to an audience and channel oriented mindset
    Outside in approach
  • 47. Full digital production
    A full digital production is where the entire process is re-aligned towards creating on annual report for the online medium
    End product uses the medium to it’s potential
    User experience optimized and message
    Multi channel approach with optimized user experience possible
    Requires different departments to interact  change of mind set in the organisation
    More complex project to run than a post production
    Needs a change of mind set in the organisation
    Investment in change programme as well as content creation
  • 48. Volvo Group reporting platform
    Volvo Group changed their platform for reports for 2010
    Expected outcome
    30 % less resources used in total
    50 % increase in resources spent on content instead of production or project management
    All reports released on time
    Reports released
    Sustainability report
    Annual Report
    Corporate Governance report
    Interim reports
  • 49. Why do we have an annual report?
  • 50. Thank