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Webinar on Online Reporting 2010-10-12


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Online reporting: how is technology shaping the future of corporate communications?

Is the printed report over and done with? Are social media taking over?
A high-level status update.

In the past few years, we have seen an explosion of online annual and CSR reports and the emergence of social media as a channel for shareholder communications. For many companies, the online channel rather than print now leads the reporting process. Audiences' appetite for the digital medium and the expectation of cost savings paves the way. But how significantly is technology changing the corporate communications landscape? Do the web users statistics really stack up?

Published in: Investor Relations
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Webinar on Online Reporting 2010-10-12

  1. 1. Online reporting: how is technology shaping the future of corporate communications? Webinar October 12, 2010 Thomas Rosenmayr, CEO at Nexxar
  2. 2. Welcome to the Nexxar Webinar <ul><ul><li>Todays purpose: Giving an overview what is going on in Online Reporting and how this may impact corporate communications </li></ul></ul><ul><ul><li>Estimated duration: 1 hour </li></ul></ul><ul><ul><li>You may post questions anytime during the webinar Fritz (Nexxar) will answer, where possible we will try to include them </li></ul></ul><ul><ul><li>Video replay will be available on </li></ul></ul><ul><ul><li>Slides will be available on </li></ul></ul><ul><ul><li>Main ideas and Q/A will be posted on Twitter using the hashtag #nxr10 </li></ul></ul>
  3. 3. Agenda <ul><ul><li>What is shaking up the web? </li></ul></ul><ul><ul><li>Online Annual Reporting – Status and Update </li></ul></ul><ul><ul><li>Corporate Reporting: Online and/or Print? </li></ul></ul>
  4. 4. Agenda <ul><ul><li>What is shaking up the web? </li></ul></ul><ul><ul><li>Online Annual Reporting – Status and Update </li></ul></ul><ul><ul><li>Corporate Reporting: Online and/or Print? </li></ul></ul>
  5. 5. <ul><li>Social Media is where growth takes place! </li></ul>What is shaking up the web? <ul><ul><li>Users spend [23 billion] minutes per day on Facebook [per 2010-09-29] </li></ul></ul><ul><ul><li>With 344.194.152 views the most watched video on YouTube is Justin Bieber - Baby [per 2010-10-10] -> Currently adding 7 million per day! </li></ul></ul>Source: YouTube, Facebook
  6. 6. <ul><li>Million visits per month </li></ul>What is shaking up the web? 2010 2009 2010 7,000,000 YouTube Twitter 0 500 1.000 2.000 2.500 3.000 Google Yahoo! Facebook Source: Jul 2010 Jan 2009 Jul 2010 1.500 2009 3.172 3.141 2.313 933 231 Jan 2009 Jan 2009 Jan 2009 Jul 2010 Jul 2010 +195% +46% -10% +128% Reuters 15 m. +220% 16 m.
  7. 7. What is shaking up the web? <ul><li>February 2010 </li></ul>7,000,000 Users are older than expected!
  8. 9. Consume Share Produce Produce Share Consume
  9. 11. Consume Share Produce
  10. 12. <ul><li>Content Ratio </li></ul>What is shaking up the web? Supporting and enhancing each other ≠ Competition EC CC „ Conversational Content“ i.e. Twitter, Blogs „ Editorial Content“ i.e. Annual Report
  11. 13. Agenda <ul><ul><li>What is shaking up the web? </li></ul></ul><ul><ul><li>Online Annual Reporting – Status and Update </li></ul></ul><ul><ul><li>Corporate Reporting: Online and/or Print? </li></ul></ul>
  12. 14. Market analysis – online reports 2010 <ul><ul><li>2010 analysis covers 508 companies [UK, Germany, Canada, Netherlands, Switzerland, France, Italy, USA, Austria, Sweden, Denmark, Finland] </li></ul></ul><ul><ul><li>1. PDF a PDF download is the only way the report is made available </li></ul></ul><ul><ul><li>2. JPG show JPGs/images of the print report embedded in HTML frames </li></ul></ul><ul><ul><li>3. HTML programmed as full-fledged website </li></ul></ul>Presentation of Annual Reports online:
  13. 15. Market analysis: online reporting of 508 companies 8 PDF 1. step HTML incl. hybrid Development of formats – HTML , JPG and PDF – since 2003 JPG meander? 41.4% 36.0% 22.6%
  14. 16. Market analysis: online reporting within 10 indices 9 HTML share per index Amazing difference
  15. 17. Use of online Reports: Statistical Highlights Referrer: “Where do users come from” Seems better received from web
  16. 18. Use of online Reports Number of unique visitors increases about 8% p.a. (last 5 years) Range differs a lot ( 10-10.000 per day) Company size, but also promotion on corporate home, press and printed Strongest interest in the first month, but keeps quite steady. Visits decline just 2-10 % during year, drops with next Annual Report.
  17. 19. Use of online Reports Average pages per visitor decreased from 6 to 5 pages Average visiting time is currently 1.7 minutes
  18. 20. 25% 65% 10% Where the clicks go…
  19. 21. Use of online Reports 29%   16% 8% 22% 24% Q/A: What about mobile annual reports? ~3%!
  20. 22. Use of online Reports <ul><li>Does it make sense to offer Notes section in HTML? </li></ul><ul><ul><li>An average 12% of users visits Notes section </li></ul></ul><ul><ul><li>If Notes are 1st level entry the average increases to 16% </li></ul></ul><ul><ul><li>35% of Top 5 search queries go to Notes </li></ul></ul>An average 12% of users visit Notes section If Notes on 1 st level visits increase to 16% 35% of Top 5 search hits point to Notes section
  21. 23. XLS Download 12% Create PDF 5-8% (rising) PDF Download 25% Printing 2-5% (declining)
  22. 24. Use of online Reports Personalized approaches (subjects/keywords) are well received ( 10-14%) as long as they are kept simple.
  23. 25. Every 8th visitor ( 13% ) uses interactive charting, viewing at least 4 different charts
  24. 26. Video attracts high attention ( 20-35% ) if positioned well and kept short in length. People better than image videos
  25. 27. 20% of all visitors use search tool Glossary usage differs strongly ( 2-13% )
  26. 28. Sitemap, Help, Recommend close to non-existing ( <1% )
  27. 29. Good Practice <ul><ul><li>How to promote an </li></ul></ul><ul><ul><li>Online Annual Report? </li></ul></ul>
  28. 30. Link prominent from your corporate homepage
  29. 31. Explain advantages on IR section
  30. 32. Use all your channels for direct links to your reports
  31. 33. Make sure your reports are well found on search engines
  32. 34. Explain in the printed report what online can serve better Screengrap from PDF
  33. 35. Good Practice <ul><ul><li>Use tools to enhance experience! </li></ul></ul><ul><ul><li>See links at </li></ul></ul>
  34. 36. Agenda <ul><ul><li>What is shaking up the web? </li></ul></ul><ul><ul><li>Online Annual Reporting – Status and Update </li></ul></ul><ul><ul><li>Corporate Reporting: Online and/or Print? </li></ul></ul>
  35. 37. Will online replace printed Annual Reports? <ul><li>What supports this view: </li></ul><ul><ul><li>Print runs decreasing significantly (UK comp. Act 2006) </li></ul></ul><ul><ul><li>Use of Internet increased strongly (generation gap closes) </li></ul></ul><ul><ul><li>Technological innovations will fuel web usage further XBRL/XML data procession, mobile and offline web </li></ul></ul><ul><ul><li>Regulators in favour of online – equal access </li></ul></ul><ul><ul><li>Environmental concerns against printing </li></ul></ul>
  36. 38. Will online replace printed Annual Reports? <ul><li>What acts against this: </li></ul><ul><ul><li>Printed reports communicate more than data (brand, values, strategy) </li></ul></ul><ul><ul><li>Long tradition of printed reports, people are used to it </li></ul></ul><ul><ul><li>Studies show reading is easier/quicker (contrast) </li></ul></ul><ul><ul><li>Regulations: mailing to registered shareholders (Germany) </li></ul></ul>
  37. 39. Will online replace printed Annual Reports? <ul><li>Conclusions: </li></ul><ul><ul><li>Online and print do serve different needs Taking down notes will always be easier on a printed document Online is key for research, data processing and reference (link) </li></ul></ul><ul><ul><li>IMHO print and online will coexist and help each other Like radio stayed when TV came up, or trains/cars… </li></ul></ul><ul><ul><li>Five years ago people wondered: “Will online stay?” </li></ul></ul>
  38. 40. Is cross media publishing the future of reporting? <ul><li>Every specialist gets appropriate access and user rights </li></ul>7,000,000 Create, change, delete, check, test: All can be done in one source! Database, web accessible 24/7, read/write, probably XML
  39. 41. Is cross media publishing the future of reporting? <ul><li>Advantages and things that might push this </li></ul><ul><ul><li>No transformation costs </li></ul></ul><ul><ul><li>Handling of changes gets easier </li></ul></ul><ul><ul><li>Both print and online at the same time! </li></ul></ul><ul><ul><li>Easy reuse of data for different purposes (Controlling, Investor presentations etc.) </li></ul></ul>
  40. 42. Is cross media publishing the future of reporting? <ul><li>Disadvantages and things that might stop this development </li></ul><ul><ul><li>Initial costs </li></ul></ul><ul><ul><li>Dependency on a technical backbone provider </li></ul></ul><ul><ul><li>Potential security threat (data control) </li></ul></ul><ul><ul><li>Training for new tool required </li></ul></ul>
  41. 43. Is cross media publishing the future of reporting? <ul><li>Conclusion </li></ul><ul><ul><li>IMHO advantages stronger than disadvantages </li></ul></ul><ul><ul><li>Germany: print dominates business model (Regulations) Use of InCopy like Woodwing/K4 or Word/Excel-based tools </li></ul></ul><ul><ul><li>UK/US: online focus more multimedia/video less reporting </li></ul></ul><ul><ul><li>The Netherlands are leading the cross media way Ahold, AkzoNobel, Philips or TNT already testing waters </li></ul></ul><ul><ul><li>Nexxar is currently working to set up a tool </li></ul></ul>
  42. 44. Online Reporting – Summary <ul><li>How is technology shaping the future of corporate communications? </li></ul><ul><ul><li>Web has grown-up (generation gap closes) Importance of online reporting will increase further (Re-)search, quick availability and procession of data are key </li></ul></ul><ul><ul><li>Channels are merging: print/web/mobile won’t be question Its not one channel over the other! </li></ul></ul><ul><ul><li>Communication need has to get back in focus </li></ul></ul><ul><ul><li>How can I reach my stakeholder best? </li></ul></ul>Q/A: Are formal annual reports (print) falling off the importance scale?
  43. 45. Introducing Nexxar Why working with us? We are most experienced: 300 reports since 2003 . We set trends and develop permanently . We are safe and fast – within 72h. We stay overnight. We have a passion to meet your highest requirements. We focus on our strengths: world class online reporting.
  44. 46. Nexxar 2010: 28 customers in 8 countries <ul><li>Awards </li></ul><ul><ul><li>Handelsblatt </li></ul></ul><ul><ul><li>Dt. Standards </li></ul></ul><ul><ul><li>Jungle Rating </li></ul></ul><ul><ul><li>IR Web Report </li></ul></ul><ul><ul><li>Financial Times </li></ul></ul><ul><ul><li>Radley Yeldar </li></ul></ul><ul><ul><li>LACP </li></ul></ul><ul><ul><li>UK IR society </li></ul></ul><ul><ul><li>Communicate magazine </li></ul></ul>Long-term oriented: majority more than 4 years with Nexxar A truly global reporting portfolio:
  45. 47. Contact Intellectual property on ideas and solutions presented are protected by copyright, and may not be reproduced, republished, distributed, transmitted, displayed, broadcast or otherwise exploited in any manner without the express prior written permission of Nexxar. Nexxar Mariahilfer Strasse 71/17 1060 Vienna, Austria Thomas Rosenmayr T. +43 1 596 22 68-11 F. +43 1 596 22 68-31 [email_address]