1. Welcome to
KWD
Webranking 2012-2013 update
June 12, 2012
Staffan Lindgren
Managing Director, International

2. Before we start
• This presentation will be available on demand on our
website kw-digital.com
• All participant audio is muted
• If you have a question, please use the chat function to
send the question to us

3. Key dates 2012-2013 edition
June 1 Aug 17 Nov 1
Ranking Ranking Reports are
commence closed released to
pre-order
clients
Oct 15 Nov 29 Jan 2013
Publishing of KWD Global 100
results Webranking published
commence Forum
London
TBD TBD
Milan Stockholm
TBD
Middle East

4. Background research
Highlights

5. Extensive background research leads to which criteria is important
Step 1 Step 3
Feedback from Survey to the Step 5
companies through capital market & Ranking
Web manager survey job seekers
Step 2
Interviews with Step 4
experts in different Creation of the
fields: IR, CSR etc criteria
Jan-Mar Mar-May Summer Oct

6. KWD
Web managers survey 2012 highlights

7. KWD
Web managers survey 2012 highlights
• 61% will have same or increased budget
• Focus areas for improvement
• Investor Relations section
• Corporate Governance section
• Social media
• 60% unsatisfied with social media strategy and actions
• 67% will prioritise working with social media
• 21% will spend more budget on social media

8. KWD
Capital market survey 2012
Almost 300 responses from Europe, Most requested information on
Asia, North and South America corporate websites
• Business Journalists 11% • Market share and
• Institutional investors 18% competitor statistics 65%
• Sell side 35% • Financial presentations 65%
• Buy side 17% • Latest financial report in pdf 64%
• Financial targets 61%
• Business operations 60%
How do you access the corporate
website? Only 1 out of Europe top 100
• 30% uses iPad or tablet websites by market cap uses
responsive design
• 31% uses smart phones
April 2012, researched by KWD

9. Analysts and investors about corporate websites
Large organizations with lots of data Too often sites can have the I would recommend all
pool should include a live chat to data I want, it is just put in websites to have video clips
provide info as required by the user. places that are not obvious or by management talking about
do not make sense to me. their businesses, background,
what they do, key drivers,
Make sure you can get to all current trading etc.
the data investors typically
look for (financial press It may be somewhat of a
releases, presentations, etc.) hassle for them, but will save
from the investor relations the CEO and CFO a lot of
Ease of navigation around the site to
page. time as the basics will have
find financial and operating data is most
important been covered beforehand.
Search functions are often not very
good on corporate websites - that
could be improved
Responses from our Capital market survey

10. KWD
Career survey 2012
160 responses, primarily researched through social
networks groups
• Median age group: 25-34 (59% of responses)
• Education level: Bachelor or higher (Master, PhD, etc) 89%
• 79% use corporate website as source when looking for job opportunities
44% actively look for information about the company
in social media
Information searching Job opportunities
1. Linkedin 42% 1. Linkedin 52%
2. Wikipedia 23% 2. Facebook 21%
3. Twitter 14%

11. The criteria
KWD Webranking 2012-2013 edition

12. Major updates to the structure of the criteria
Why change?
• Social media has become increasingly important for the
distribution of messages and content
• We want to improve the value for companies through
more detailed criteria definitions and measurements
• From “you need to link to LinkedIn” to “this is what you must
have on LinkedIn”
• Weighting of each criteria is solidly connected with
background research

13. How much do we change?
• 30% of the criteria are new and all
criteria have been restructured
• Weighting is updated for all criteria
based on target group feedback and
New
research
30%
Same
Gone 60%
10%

14. How much do we change?
• 30% of the criteria are new and all Social media measurement points
criteria have been restructured 60
• Weighting is updated for all criteria
based on target group feedback and 50
research
• Social media measurement is changed 40
from “we are there” to measure deep
integration and activity
30
• Number of social media measurement
points grow from 5 to 48
20
• Context based measurement
10
0
2010-2011 2011-2012 2012-2013

15. 2012-2013 criteria
100 criteria in 10 sections
A Startpage F Investor Relations
B About us/corporate profile G Corporate Governance
C Press H Corporate responsibility
D Financial reporting I Careers
E The Share J Functions and
stakeholder dialogue
For each criteria scoring can be on the website, in search or in social media

16. 2012-2013 criteria
• 323 measurements in the 100 criteria
• 20% related to channels outside the corporate website
• Investor Relations-focused criteria updated on detailed
level in a new structure for easier benchmarking
• Debt information
• Share information
• Media requirements mainly in how the content and
integration is handled

17. Included companies and lists

18. How we select companies to include
• Companies are selected based on market cap
• We start with the 100 largest companies in the world and
the 500 largest companies in Europe
• For select markets we add companies to create more
extensive country lists
• For companies outside of public lists we provide “On
Demand” reports
Selection to public lists is always based on market cap

19. Different lists
Global 100 Selected in Q4-2012
Europe 500 As per publishing in FT
Middle East Selected companies published in September
19 Industry lists ICB super sectors
~ 40 Country lists
Austria Finland Lebanon Saudi Arabia
Bahrain France Luxembourg Spain
Belgium Germany Netherlands Sweden
Brazil Greece Norway Switzerland
China Hong Kong Oman Turkey
Croatia Hungary Poland UK
Czech Republic Ireland Portugal United Arab Emirates
Denmark Italy Qatar USA
Egypt Kuwait Russia

20. New industry classification
ICB super sectors used for industry classification
Oil and gas Travel and Leisure
Chemicals Telecommunications
Basic resources Utilities
Construction and materials Banks
Industrial goods and services Insurance
Automobile and parts Real Estate
Personal and household goods Financial Services
Health Care Equity/Non-Equity Investment
Instruments
Retail
Technology
Media
More about ICB
http://en.wikipedia.org/wiki/Industry_Classification_Benchmark

21. The reports

22. KWD Webranking 2012-2013 reports
Background research Yes Yes Yes Yes
Detailed data from background
research surveys
Best practice examples Yes Yes Yes Yes
Criteria Yes Yes Yes Yes
Definitions and weight
Evaluation of your Yes Yes Yes Yes
website
Benchmark analysis Yes Yes Optional
Your website compared with
selected peers and industry
Qualitative comparison Yes Optional
and extended review
Presentation Yes Optional
Video or on location
Price 3 900 € 4 900 € 9 500 € On request

23. Questions