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KWD Webranking 2011
 

KWD Webranking 2011

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What do analysts and journalists really expect from your website? Best practice and key trends. Challenges and opportunities for 2012. (Phil Marchant, KWD)

What do analysts and journalists really expect from your website? Best practice and key trends. Challenges and opportunities for 2012. (Phil Marchant, KWD)

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    KWD Webranking 2011 KWD Webranking 2011 Presentation Transcript

    • KWD Webranking 2011Phil Marchant, Managing Director (UK) | Staffan Lindgren, Managing Director (International)
    • Welcome• A thank you• Some points of order
    • KWD Webranking 2011 Step 1 Step 3 Questionnaire to Step 5 Feedback from the capital market Our ranking companies & job seekers Step 2 Step 4 Interviews with Creation of the internal experts in criteria different fields, IR, CSR etc.
    • Top level criteria• Home page• About us / company profile• Media information• Financial reporting• Investor relations• Corporate governance• Corporate responsibility• Careers• Social media and search• Functionality
    • What’s next?Stay here for:Developing your digital corporate communicationsstrategy – a case studyAlessandro Bastoni, Telecom ItaliaGo to the Boardroom next door for:From print to digital – moving the Annual Report intothe 21st centuryJonas Jonell, KWD
    • What’s next?Stay here for:Corporate social media: breaking the boundariesStuart Bartram, Brandex InsightGo to the Boardroom next door for:Cookies and the EU privacy directive: what it means for youSimon Lande, Magus
    • What’s next?Trends in Digital Sustainability CommunicationTommy Borglund, KW Sustainability Services
    • KWD Webranking 2011Findings and winners
    • What we’re going to cover• KWD Webranking 2011 – a reminder of how we do it• The key findings in 2011• The winners• That’s it. Drinks…
    • KWD Webranking• Oldest and most respected rankings of corporate websites in the world• Driven by the market, not our personal opinion• Each year we send out a detailed survey to analysts, investors, business journalists, SRI analysts and jobseekers. It asks how and why they use corporate websites and what information and functionality they most want to see. These answers drive the criteria and weighting of the ranking• 120 criteria• 1,000 corporate websites across the globe ranked for the last 15 years
    • Top level criteria• Home page• About us / company profile• Media information• Financial reporting• Investor relations• Corporate governance• Corporate responsibility• Careers• Social media and search• Functionality
    • Key findings – KWD Webranking 2011For the majority of Europe’s biggest 500 companies, the biggest gapsbetween what stakeholders want and what the websites are providing are:• In-depth IR content• Market share and industry information• Management profiling• Company and investment story
    • In-depth IR content• 87% of respondents wanted information on financial targets and achievements• Only 10 of the 500 companies provided both in detail
    • In-depth IR content87% of respondents wanted information on company’s financial targets and achievements Only 10 of the 500 companies provided both in detail
    • In-depth IR content• Many respondents also keen on profiling information on the company’s industry, regulation and also market share• 68% of the 500 failed to provide this information
    • In-depth IR contentMany respondents also keen on profiling information on the company’s industry, regulation and also market share 68% of the 500 failed to provide this information
    • Management profilingIn the current climate, key audiences want to get underneath the skin ofmanagementYet vast majority of European corporate websites offer just a dull, short “twocats and lives in Surrey” biographyBut this is the change to converge CEO information:• Skills, experience, CV• Thought leadership pieces• Interviews• Press cuttings• His / her views on the company• Q&A• Company and industry presentations
    • Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
    • Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
    • Management profiling In the current climate, key audiences want to get underneath the skin of managementYet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography But this is the change to converge CEO information: Skills, experience, CV Thought leadership pieces Interviews Press cuttings His / her views on the company Q&A Company and industry presentations
    • Company and investment story• A unified company story across the whole site• Entwined and embedded throughout content, images, key messages, case studies, multimedia• Very few sites do this successfully• Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
    • Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
    • Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
    • Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
    • Company and investment story A unified company story across the whole site Entwined and embedded throughout content, images, key messages, case studies, multimedia Very few sites do this successfullyMajority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
    • Other key findings in Europe• 80% want information on Risk Management – 70% don’t provide it• Most companies slow to encourage or engage in stakeholder dialogue – even simply through offering feedback – or properly maintained and relevant corporate social media channels• Group careers portals becoming relevant with large companies with disparate operating companies• Interactive press sections with multimedia becoming more prevalent, and we are seeing the start of full social media newsrooms
    • KWD Webranking 2011The top ranked websites
    • KWD Webranking 2011 – UK resultsTop ranked UK website:
    • KWD Webranking 2011 – UK results Home page 100% Centrica 90% Functionality About us UK average 80% 70% 60% 50% 40% Social media & search 30% Press 20% 10% 0% Careers Financial reporting Corporate Responsibility Investor relations Corporate Governance
    • KWD Webranking 2011 – UK results
    • KWD Webranking 2011 – Europe resultsNo.3 website in Europe:
    • KWD Webranking 2011 – Europe resultsNo.3 website in Europe:
    • KWD Webranking 2011 – Europe resultsNo.2 website in Europe:
    • KWD Webranking 2011 – Europe resultsNo.2 website in Europe:
    • KWD Webranking 2011 – Europe resultsTop ranked European website:
    • KWD Webranking 2011 – Europe results Home page 100% Telecom Italia 90% Functionality About us Europe average 80% 70% 60% 50% 40% Social media & search 30% Press 20% 10% 0% Careers Financial reporting Corporate Responsibility Investor relations Corporate Governance
    • KWD Webranking 2011 – Europe resultsTop ranked European website:
    • KWD Webranking 2011Thank you!