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KWD Webranking Zurich 20110510


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KWD Webranking.
Digital corporate communication

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KWD Webranking Zurich 20110510

  1. 1. H&H Webranking 2010<br />The yardstick for corporatewebsitessince 1997<br />
  2. 2.
  3. 3. Whatwe do<br />
  4. 4. strategy.<br />implementation<br />evidence.<br />digital corporatecommunication<br />
  5. 5. Evidencebasedadvice<br />CustomResearch<br />Builds a solidfoundation fordirection<br />KWDWebranking<br />The yardstick fordigital corporatecommunications<br />OpenResearch<br />We publish partof our researchfree to use<br />
  6. 6. Strategyrequiresknowledge<br />Corporate SocialMedia<br />How to use socialmedia for press, media, IR etc<br />Internationaland local<br />CultureBehaviourLanguage<br />Digital Corporate Communication<br />How thingsjoin up<br />Connected<br />
  7. 7. Value is created in execution<br />Corporatesocial media<br />Concepts anddeliveryappliedwithin eachpractice<br />Follow up andQA<br />Continuous workin progresstogether to refine strategy<br />Corporate Websites<br />ConceptsContent strategyStructure and IADesign and build<br />
  8. 8. Corporatebrand<br />CSR<br />Customers<br />Digital Corporate Communications<br />Press and mediarelations<br />Suppliers<br />Publicopinion<br />Competitors<br />InvestorRelations<br />Employerbranding<br />
  9. 9. Wejoin it up<br />London<br />Stockholm<br />Milan<br />Lissabon<br />Dubai<br />
  10. 10. The yardstick for online corporate communications<br />KWDWebranking<br />
  11. 11. 1997the first ranking<br />
  12. 12. 963companiesincl Global 100<br />
  13. 13. 2100rankings ofwebsites<br />
  14. 14. 252 000individualjudgments<br />
  15. 15. 28business sectors<br />
  16. 16. 30countries<br />
  17. 17. 571responses<br />
  18. 18. KWD Webranking – market driven research<br />Step 3Questionnaire to the capital market & job seekers.One-on-one interviews<br />Step 5Ranking! <br />Step 1Feedback from companies<br />Step 2Interviews with iexperts in different fields, IR, CSR etc. <br />Step 4Creation of the protocol127 in 10 sections - 2010<br />
  19. 19. What will happen in 2011<br />Continued focus on the entire corporate communications digital space (website – search – social media)<br />Quantifiable measure points with focus on the usage<br />Clear focus on evaluation and benchmarking<br />Visual benchmarking (spidergraphs)<br />Benchmark information available in all versions<br />Optional custom review and customer presentation<br />Global 100, Euro 500 as well as local lists will still be the focus<br />
  20. 20. Peer comparison<br />
  21. 21. Best in class comparison<br />
  22. 22. Key dates KWD Webranking 2011<br />Target group research<br />Web managers survey Ongoing, ends mid May<br />Analyst and journalist survey May<br />Interviews with analysts May-June<br />Job seekers survey May-June<br />Judgment of company websites<br />First ranking June<br />Second ranking July<br />Analysis, gap and QA August<br />Report ready to clients September<br />
  23. 23. KWD Webranking 2010<br />Swiss performance<br />
  24. 24. 7th edition in Switzerland <br />The study assessed 48 companies (members of the SMI expanded index)<br />The average score of Swiss companies only rose 1.9 points to 46.9<br />Average is just below that of the Europe 500 companies (48.3 points)<br />The European average increased by 5 points compared with 2009<br />Swiss performance highlights<br />
  25. 25. Strengths<br />Swiss companies performed well in traditional disclosure areas such as presentation of reports and share information<br />Weaknesses<br />Poor results were obtained in communicating sensitive information related to risk management, debt and guidance, and corporate governance<br />Rather low score in the use of interactive features and new technologies<br />Swiss companies underperform their European counterparts in social media<br />Strengths and Weaknesses<br />
  26. 26. For example, only 12% included information on financial targets<br />This figure is a decrease compared with 2008 (17%)<br />Percentage is well below that of the European companies (23%)<br />Surprisingly, 80% of companies do not present any information about the market they operate in<br />In Europe the figure is 65%<br />Only a quarter of Swiss companies provide information about when their debt will mature<br />The figure is in line with the European picture<br />70% do not offer any information about remuneration of directors and managers<br />Percentage is stable compared with 2008<br />Still a quarter of Swiss companies provide no information regarding its latest AGM<br />The figure is down to 14% at the European level<br />Sensitive information<br />
  27. 27. The number of companies presenting interactive annual reports (30%) is below the European average (45%)<br />Interactive annual report allows for the provision of additional content, functionality and services that can enhance the company’s communication of its investment message<br />One out of three companies publishing a sustainability report is creating an interactive version<br />Use of video is limited on Swiss websites with only one third presenting a video archive<br />Videos make it possible to reach a wider audience and in some cases can facilitate the diffusion of types of information that are harder to digest in written form<br />Often companies present advertising or a corporate film; fewer companies make use of video in specific sections of the website such as CSR and careers<br />Most of the surveyed websites are accessible via mobile; only a few present a dedicated mobile version<br />There’s an increased use of the web from mobile applications and a growing interest towards specifically designed versions of websites for tablets<br />Technology and interactivity<br />
  28. 28. Media sections of Swiss websites are still traditional, with focus on press releases and little use of social media <br />Press releases could be enhanced with related materials such as images, videos, interviews and other documents<br />There are a number of examples in Europe of social newsrooms, where the traditional press section becomes a one-stop-shop to gather different material and access other content on social media<br />Only one third of Swiss companies are present on more than one of the seven social media channels considered in the research<br />Most companies are present only on LinkedIn, which is usually an automatically generated presence, not directly managed by the company<br />Only one Swiss company (2%) was present on more than five social media channels compared with 8% for the FT Europe 500 companies<br />Companies also fail to exploit the corporate website as the point of reference for their online presence<br />Only a few provide links from their website to the various social media channels where they are present<br />Social media and new media<br />
  29. 29. Workshop<br />Social media and online annualreporting<br />
  30. 30. Corporate social media<br />Social newsroom<br />
  31. 31. What is social media all about?<br />
  32. 32. Behavior<br />
  33. 33. Relationships<br />
  34. 34. Digital is a reflection<br />
  35. 35. How does that affect our corporate communications work?<br />
  36. 36. Investor Relations<br />IR disclousure increasinglyoutside the corporatewebsite<br />Enablesdiscussion and feed-back in a ”DMZ zone” outsideof the corporatewebsite<br />Rivals google and directtraffic as source for the website<br />Identifiesyoursecondary IRtargetgroup by name, andgives you a wealthof data thatcan be usedtotargetyourmessaging and activities<br />Drivven by IR<br />
  37. 37. CSR communication<br />Sustainable perspectives aims at describing why sustainability matters for a bank, and<br />engaging their key visitors in interaction and participation<br />Pushing their messaging<br />Establishing a less conservative tone of voice<br />
  38. 38.
  39. 39. Press and media relations, post social media<br />The corporate website functions as the “hub” for all communications activities<br />Activities, news, articles and events are posted in real-time<br />
  40. 40. Press and media relations<br />
  41. 41. Other examples<br /><br /><br /><br />
  42. 42. How does this affect our work?<br />What are the challenges for the organisation?<br />How do we need to change the way we work?<br /> Online department<br />Press office<br /> Governance<br /> Processes<br />
  43. 43. Discussion<br />
  44. 44. Annual reports online<br />
  45. 45. It’s all about process<br />Two types of approaches<br />Post production<br />Full digital production<br />
  46. 46. Post production<br />Convert after production<br />Post production is where you take an annual report designed and produced for print and convert it technically to the online format<br />Pros<br />Does not involve the organisation or affects the actual creation of an annual report<br />Quick and controlled process<br />Looks cheap<br />Cons<br />Does not use the digital format to it’s fullest<br />Multi channel approach is not really viable<br />Does not move the content to an audience and channel oriented mindset<br />Outside in approach<br />
  47. 47. Full digital production<br />A full digital production is where the entire process is re-aligned towards creating on annual report for the online medium<br />Pros<br />End product uses the medium to it’s potential<br />User experience optimized and message<br />Multi channel approach with optimized user experience possible<br />Requires different departments to interact  change of mind set in the organisation<br />Cons<br />More complex project to run than a post production<br />Needs a change of mind set in the organisation<br />Investment in change programme as well as content creation<br />
  48. 48. Volvo Group reporting platform<br />Volvo Group changed their platform for reports for 2010<br />Expected outcome<br />30 % less resources used in total<br />50 % increase in resources spent on content instead of production or project management<br />All reports released on time<br />Reports released<br />Sustainability report<br />Annual Report<br />Corporate Governance report<br />Interim reports <br />
  49. 49. Why do we have an annual report?<br />
  50. 50. Thank<br />