KWD Webranking Zurich May 10, 2011
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KWD Webranking Zurich May 10, 2011



Staffan Lindgrens presentation at KWD Webranking event in Zurich, May 10 2011

Staffan Lindgrens presentation at KWD Webranking event in Zurich, May 10 2011



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    KWD Webranking Zurich May 10, 2011 KWD Webranking Zurich May 10, 2011 Presentation Transcript

    • H&H Webranking 2010
      The yardstick for corporatewebsitessince 1997
    • Whatwe do
    • strategy.
      digital corporatecommunication
    • Evidencebasedadvice
      Builds a solidfoundation fordirection
      The yardstick fordigital corporatecommunications
      We publish partof our researchfree to use
    • Strategyrequiresknowledge
      Corporate SocialMedia
      How to use socialmedia for press, media, IR etc
      Internationaland local
      Digital Corporate Communication
      How thingsjoin up
    • 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
    • Corporatebrand
      Digital Corporate Communications
      Press and mediarelations
    • Wejoin it up
    • The yardstick for online corporate communications
    • 1997the first ranking
    • 963companiesincl Global 100
    • 2100rankings ofwebsites
    • 252 000individualjudgments
    • 28business sectors
    • 30countries
    • 571responses
    • 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
    • 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
    • Peer comparison
    • Best in class comparison
    • 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
    • KWD Webranking 2010
      Swiss performance
    • 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
    • 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
    • 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
    • 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
    • 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
    • Workshop
      Social media and online annualreporting
    • Corporate social media
      Social newsroom
    • What is social media all about?
    • Behavior
    • Relationships
    • Digital is a reflection
    • How does that affect our corporate communications work?
    • 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
    • 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
    • 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
    • Press and media relations
    • Other examples
    • 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
    • Discussion
    • Annual reports online
    • It’s all about process
      Two types of approaches
      Post production
      Full digital production
    • 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
    • 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
    • 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
    • Why do we have an annual report?
    • Thank