H&H Webranking 2008 Summary Marcus Eriksson Head of H&H Webranking

What is H&H Webranking? Annual corporate website survey, started 1997 The websites are reviewed according to a protocol covering the whole website Research protocol based in real demand 700 websites in 20 countries included Results are published in business dailies in several countries Used regularly by more than 100 companies throughout Europe as a tool for improving their online communication According to 90% of the respondents, the corporate website is the main source for corporate information 2008-12-11 | 27

Annual corporate website survey, started 1997

The websites are reviewed according to a protocol covering the whole website

Research protocol based in real demand

700 websites in 20 countries included

Results are published in business dailies in several countries

Used regularly by more than 100 companies throughout Europe as a tool for improving their online communication

According to 90% of the respondents, the corporate website is the main source for corporate information

How does it work? The Survey A questionnaire sent to analysts, investors and business journalists Their answers are the basis for the research protocol 20% renewal ratio The Ranking Ranking of all websites, at least twice by different consultants Gathering of Best Practice database Knowledge gathering of trends The Results Analysis of the results. Material are sent to newspapers. The H&H Webranking Report is launched Seminars and Awards 2008-12-11 | 27

The Survey

A questionnaire sent to analysts, investors and business journalists

Their answers are the basis for the research protocol

20% renewal ratio

The Ranking

Ranking of all websites, at least twice by different consultants

Gathering of Best Practice database

Knowledge gathering of trends

The Results

Analysis of the results.

Material are sent to newspapers.

The H&H Webranking Report is launched

Seminars and Awards

A highly public survey 2008-12-11 | 27 09-06-07 |

Summary H&H Webranking 2008 Some findings from the rankings Social Media Films as a corporate branding tool Ready made IR & Media Financial Disclosure 2008-12-11 | 27

Some findings from the rankings

Social Media

Films as a corporate branding tool

Ready made IR & Media

Financial Disclosure

Social Media

Social media Over 90 % of the analysts use Social media when searching for information about listed companies Wikipedia, Linked in & Facebook most common 2008-12-11 | 27 Company presence in social media 0 10% 1 37% 2 24% 3 23% 4 or all 6% Used media types Wikipedia 81% Flickr 60% Slideshare 54% Youtube 53% Itunes 8%

Over 90 % of the analysts use Social media when searching for information about listed companies

Wikipedia, Linked in & Facebook most common

Social media 2008-12-11 | 27

Films as a corporate branding tool

2008-12-11 | 27

Ready made IR & Media

2008-12-11 | 27

Financial disclosure

Financial targets and target achievements 2008-12-11 | 27 Financial Targets Yes 41% (25) No 59% (75) Target Achievements Yes 18% No 82%

Risk management/Risk factors 2008-12-11 | 27 Risk Management Yes 35% (28) No 65% (72)

Marcus Eriksson Head of H&H Webranking marcus.eriksson @halvarsson.se +46 8 407 22 1 7 www.slideshare.net/ webranking

Is the corporate website really important? Staffan Lindgren Executive partner 2008-12-11 | 27

Corporate communications are evolving Nowhere is it clearer than on the corporate website 2008-12-11 | 27

Why is the corporate website important? Our target groups rate the website as the most used source of information from the company 2008-12-11 | 27 But… do they just say it?

Traffic from analyst and banks 2008-12-11 | 27 Lehman Brothers Q3 Q2 7-day average, totals (blue) and 9 sites

Is the corporate website working? 2008-12-11 | 27

Your website is not where the action is 2008-12-11 | 27 During last 3 months: Searches in Google more than doubled Number of news articles more than doubled Source: Google Trends 57.000 51.000 During last 3 months: 11 % decrease in visits to the corporate website according to webanalytics

During last 3 months:

Searches in Google more than doubled

Number of news articles more than doubled

If the website does not respond to current issues your our users will leave you! 2008-12-11 | 27

Why is the corporate website important? 2008-12-11 | 27

The corporate website is extremely important It has grown to accommodate communication with all stakeholders Customers Public Employees Shareholders Etc THE primary source of corporate controlled content Platform for ALL your activities online to support your brand Meet the expectations of your target groups with the same type of functionality they experience elsewhere BUT… 2008-12-11 | 27 09-06-07 |

It has grown to accommodate communication with all stakeholders

Customers

Public

Employees

Shareholders

Etc

THE primary source of corporate controlled content

Platform for ALL your activities online to support your brand

Meet the expectations of your target groups with the same type of functionality they experience elsewhere

BUT…

It’s not enough! To be effective and reach the target groups the online corporate communication needs to move beyond the corporate website Change of mindset Update content in near real time Use more formats for the content, video, images, illustrations, channel adapted content bits Measure, test and improve as part of work process Embrace the possibilities 2008-12-11 | 27 09-06-07 |

To be effective and reach the target groups the online corporate communication needs to move beyond the corporate website

Change of mindset

Update content in near real time

Use more formats for the content, video, images, illustrations, channel adapted content bits

Measure, test and improve as part of work process

Embrace the possibilities

Focus areas for next year H&H Webranking 2009 2008-12-11 | 27

Some focus areas for 2009 Social media usage and visibility of messages outside the website HOW video, images and voice is used, not only that it is used Quality of functionality More about the target group potential employers T he focus will be on quality of service, ease of use and how well and “true” the company adapt to the changing environment and in best practice identify those that makes this work for them rather against them. 2008-12-11 | 27 09-06-07 |

Social media usage and visibility of messages outside the website

HOW video, images and voice is used, not only that it is used

Quality of functionality

More about the target group potential employers

T he focus will be on quality of service, ease of use and how well and “true” the company adapt to the changing environment and in best practice identify those that makes this work for them rather against them.

Marcus Eriksson Head of H&H Webranking marcus.eriksson @halvarsson.se +46 8 407 22 1 7 www.slideshare.net/webranking 2008-12-11 | 27 Staffan Lindgren Executive partner staffan.lindgren @halvarsson.se +46 8 407 22 1 2