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H&H - Annual Rreport 2 0 Milano 20091202

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Presentation about the future in Online annual reporting.

Presentation about the future in Online annual reporting.

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    H&H - Annual Rreport 2 0 Milano 20091202 H&H - Annual Rreport 2 0 Milano 20091202 Presentation Transcript

    • Online financial reporting Trends, reader benefits, and cost efficient production
    • Agenda  The reader  The brand  To reach out  Efficiency 2009-12-03 | 2
    • The reader A diversified target group Annual Report 2008 Society Small Employees Vendors Customers Journalists Government Large shareholders, Analytics shareholders Partners Institutional investors Non-professional readers Professional readers 2009-12-03 | 3
    • The reader … leads to a complicated product ÅR ÅR ÅR Annual Report AnnualÅR Report ÅR AnnualÅR Report ÅR AnnualÅR Report ÅR AnnualÅR1980 Report 1980 1985 1980 1985 1990 1980 1985 1990 2000 1970 1980 1990 2003 2005 Legal document + Company- + Environment, CSR, + Legal requirements + Corporate presentation sustainability by IFRS governance  Is this the best format for efficient communication? 2009-12-03 | 4
    • The reader Example: Electrolux 1950-2008 Number of pages 200 CSR 178 Corporate governance 158 150 138 IFRS 122 114 Environmental 98 100 reporting 85 80 76 60 56 48 50 15 24 0 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2009-12-03 | 5
    • The reader Satisfy the needs of the target groups! Large shareholders, Small Vendors Institutional Society shareholders Employees Partners Customers Journalists Government investors Analytics I want to I want I want a What is the I don’t What is the Financials for I just need learn more even more printed board’s believe dividend? your vendor? an overview! about x about x version! payment? in this! Click for more Click to their web There is a Third party confirms information! site! printed version! this, click here! Use the search Click to this specialised Watch the CEO Use the search function! external web site movie instead! function!  The web format holds a lot of information without compromising the overview 2009-12-03 | 6
    • The reader The traditional way of thinking  We think in terms of ”cover”, ”double spreads”, and the CEO’s letter to shareholders  We understand structures based on the dimensions of a paper sheets, and the print process. The broadband explosion in Sweden in 2006  We are not as comfortable with the 80% online-medium 70% 60% 50% 40% None of us is ”web native” 30%  But the ones after us are… 20% 10% 0% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Precentage of Swedes 9 – 79 years old using the Internet an avarge day (mediebarometern, Nordicom) 2009-12-03 | 7
    • Agenda  The reader  The brand  To reach out  Efficiency 2009-12-03 | 8
    • The brand You are judged by your web presence  The web is the company’s first point of contact with stakeholders (whether you like it or not)  It hosts a vital part of your brand-building  For market communication, The web dominates the capital market this is common practise 100% 90% 80% 70% 60% 50% 40%  Why shouldn’t this be the case for the 30% financial communication as well? 20% 10% 0% Domestic Financial Analysis Bloomberg Website of news papers databases from brokers terminal current company Do you use any of the following sources when searching for financial information about listed companies? (H&H Webranking 2007) 2009-12-03 | 9
    • The brand Number of companies with online reports 70% 60% 50% +48% 40% 2007 30% 2008 20% +67% 10% 0% FTSE100 FTSE250 2009-12-03 | 10
    • The brand Development of digital annual reports Usability Increased reach with social media PDF Image based Increased Internet HTML penetration rate and new technologies (XBRL, video) Google Docs now supports PDF format Moderate improvements of HTML reports AR on CD Rom Increased functionality of Acrobat reader Indexed PDF files Distribution via Internet 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2009-12-03 | 11
    • The brand Brand building by multimedia  Video offers story-telling with a personal touch 2009-12-03 | 12
    • The brand Increased understanding by interactivity  Detect trends in a complex 10-year overview 2009-12-03 | 13
    • The brand External sources for depth and accountability Wikipedia provides pedagogical, independent information about the new technology 4G teliasonera.se gives information Comparisons with earlier annual External linking to independent research centers for drill down about the current directors reports is easy analysis with high accountability 2009-12-03 | 14
    • Agenda  The reader  The brand  To reach out  Efficiency 2009-12-03 | 15
    • To reach out The web was invented to share information  An annual report online does not need to be ordered. It is always accessible.  It is published simultaneously to all stakeholders. 2009-12-03 | 16
    • To reach out Reach a broader audience with online media Printed report Readers of a printed report • Shareholders is the ”traditional” target group • The number of readers is limited by the size of the circulation of copies. Online report Readers of an online report • Shareholders + potential shareholders, other  stakeholders on multiple markets • Distribution is free of charge Annual Report 2008 2009-12-03 | 17
    • Agenda  The reader  The brand  To reach out  Efficiency 2009-12-03 | 18
    • Efficiency Proven platform and process according to a traditional annual report project Production tools 1. Microsoft Word  Editable by the client  Track-changes function 2. H&H AR 2.0 Platform  Access to the Word documents via a project web site  File version management Output 1. Online report  Content and structure is controlled automatically by the Word documents 2. Print-ready PDF  The Word documents are converted to PDF: No additional desktop-publishing tools is needed 2009-12-03 | 19
    • Efficiency AR 2.0, ready-made and proven functions  Designed ”the right way”  Expertise in financial communication  Extensive experience in AR usage  Many web specialists  Production advantages  Ready-made and tested decreases risk  Cost effective  Improved each season  Based on statistical analysis, surveys, and innovation 2009-12-03 | 20
    • Efficiency Examples of ready-made functions Enlargeable charts, down- Expandable table rows for loadable to Excel or high- drill down analysis, and resolution downloadable to Excel. Column layout with horizontal scrolling Notes opens in popup for improved readability. Can also be windows, directly accessible supplemented with a screen reader. from the main tables 2009-12-03 | 21
    • Efficiency Detect potential improvements for next year  Statistical analysis for content improvement  How many readers? Which countries and companies are they from?  Which chapters are most interesting? What should we improve for next year?  Is the CEO movie too long?  What do Google visitors search for?  Statistical analysis for improvement in structure and function  H&H compiles statistics for all AR 2.0 productions to continously improve and develop the standard functions. 2009-12-03 | 22
    • Efficiency Content re-use in a new dimension  Re-use subsequent years  Templates, functions, etc, is only developed once  Re-use on the corporate website  The content is created for the web medium from the start, and can therefore easily be transferred to the corporate website   Annual Report Corporate website 2009 … … … 2009-12-03 | 23
    • Efficiency Shared content, example Annual report Corporate website Company description Description of the year  The company in brief  Image bank News flow  The year in brief  Vision, strategies  CSR,  Press releases  CEO statement  The share  Contact info / sales offices  Other news  Financial tables  Operations  Employees  Calendar events  Auditors’ report  Organization  Financial tables  Vacancies  Report of the directors  Corporate  Definitions  Report archive Governance  No need of parallell web projects = better economy  Decreased risk of mixed messages = better communication 2009-12-03 | 24
    • Summary  The reader  AR 2.0 gives new opportunities to meet the needs of different target groups.  The readers of tomorrow will prefer the web medium  The brand  You are judged by your web presence, whether you like it or not  AR 2.0 enhances the understanding of your company by pedagogical functions and hyperlinking to deeper sources.  To reach out  The web medium is superior as a distribution channel  Online media reaches new areas of the capital market and potential shareholders  Efficiency  The AR 2.0 process is designed according to the traditional AR process  AR 2.0 provides proven functionality that are improved continuously  Statistics provides exact feedback for optimal improvements  Synchronizing AR  Web gives better communication to a lower cost 2009-12-03 | 25