The document outlines the agenda and findings of the KWD Webranking Forum held in Stockholm on December 10, 2012, focusing on digital corporate communications strategies and best practices. It highlights the results from the 16th edition of KWD Webranking, showing a gap between the information provided by companies and the needs of capital markets. Key trends include increasing importance of strategy and risk management disclosures, as well as insights from investor and career surveys regarding corporate website functionalities.

1. Welcome
KWD Webranking Forum
Stockholm
10 December 2012

2. Agenda
11.00-11.15 Introduction KW Digital
11.15-12.00 Highlights from KWD Webranking 2012-2013
12.00-13.00 Lunch
Awards ceremony
13.00-13.30 Case SCA: How to keep your website top of
the line year after year
13.30-14.00 Case Billerud: Launching a responsive
website in 3 months

3. We are digital
corporate communications
specialists

4. We are digital
corporate communications
specialists
Stockholm London
Milan Lisbon Dubai

5. What we do
Research
• KWD Webranking
• Focus groups
• Peer benchmarking
• Web analytics
Strategy
• Advice & consultancy
• Strategic planning
• Design, IA & usability
• Roadmaps for online
• Social media
Implementation
• Corporate websites
• IPO & transaction sites
• Online reports
• Intranets
• Content management
5

6. How we do it
Research
• KWD Webranking
• Focus groups
• Peer benchmarking
• Web analytics Strategy
Strategy
• Advice & consultancy
• Strategic planning
• Design, IA & usability
• Roadmaps for online
• Social media
Implementation
• Corporate websites Research Implementation
• Corporate reporting
• Intranets
• Content management and
site maintenance
6

7. Where we come from
• KW Digital is part of King Worldwide, a global
stakeholder communications group
• We are sister agencies with other communciations
consultancies such as
• Hallvarsson & Halvarsson
• M: Communications
• Taylor Rafferty
• Capital Precision
• Part of KW Digital used to be the digital team at
Hallvarsson & Halvarsson, until November 2012.

8. 16th edition of
KWD Webranking 2012-2013
8

9. Where does KWD Webranking fit in the overall
web strategy?
• Text, images and functions •Design concept
• Updated supporting the brand
• Relevant and messages
• Adapted to channel •Design of functionality
(interaction design)
KWD Webranking •Multi channel concept
Content Design
Findability Message
• Labelling •Business and
• Optimized for channel communication strategy
• Navigation and search •Consistency in message
• Outside the website •Transparency
9

10. Extensive background research leads to scoring criteria
Step 1 Step 3 Step 5
Feedback from Survey to the Ranking and
companies through capital market & analysis
Web manager survey job seekers
Step 2 Step 4
Interviews with
Creation of the
experts in different
criteria
fields: IR, CSR etc
Jan-Mar Mar-May Summer Autumn
10

11. 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
11

12. Download at http://kwd.to/vvsa
KWD Web Management
Report 2012
12

13. Almost 300 responses from Europe,
Business
journalists Asia, North and South America
Buy side
14%
21%
Inst. How do you access the corporate
investors
22% website?
Sell side
• 30% uses iPad or tablet
43%
• 31% uses smart phones
KWD Capital market survey 2012
13

14. 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
Source: KWD Webranking Capital market survey 2012-2013
14

15. Most requested information by the capital market
Important or
very important
1 Growth drivers (key drivers for growth) 90%
2 Financial presentations from summits, general meetings 86%
3 Latest annual report in PDF 85%
4 Financial figures and key ratios (KPI, yearly comparative) 85%
5 Market share, sector or competitor statistics 83%
6 Financial targets 83%
7 Operational risks 81%
8 Target achievements 80%
9 Latest interim report in PDF 80%
10 Strategy / outline of group strategy 80%
Source: KWD Webranking Capital market survey 2012-2013
15

16. Increased in importance since 2010
The most requested IR content on a corporate website 2012 that has
increased in importance by the capital market since 2010.
100%
90%
Growth drivers (key drivers for
growth)
80%
Market share/Sector or competitor
statistics
70%
Operational risks
60% Target achievements (how well the
company lives up to its targets)
50% Strategy/outline of group strategy
40%
2010 2011 2012
Source: KWD Webranking Capital market survey 2012-2013
16

17. Target fulfillment on most important criteria
90%
• Europe 500 companies and top
80% 100 performing companies in the
70%
ranking that provide the most
requested IR content by the
60%
capital market.
50%
40% Euro 500 • Largest gap:
30%
Top 100
target achievements
Sverige
Sverige topp 20
20%
• Swedish top performers better at
10%
providing target achievements
0%
Source: KWD Webranking Capital market survey 2012-2013
17

18. KWD Career Survey 2012
18

19. KWD Career survey 2012
• 187 responses, primarily researched through social
networks groups
• 43% are 25-34 years, 31% 18-24 years
• Education level: Bachelor or higher (Master, PhD, etc) 86%
• 3 out 4 use corporate website as source when looking for job
opportunities
• 60% actively look for info about companies in social
media
Information searching Job opportunities
1. LinkedIn 40% 1. LinkedIn 51%
2. Facebook 25% 2. Facebook 21%
3. Wikipedia 24% 3. Twitter 13%
4. Twitter 15% 4. Blogs 9%
5. Blogs 15% 5. Wikipedia 8%
19

20. Most requested information by the job seekers
1 Job vacancies
2 Compensation and benefit system
3 Student information
4 HR Contacts
5 Employee strategy
20

21. 500 300
Responses 900 Best practice
from target companies
examples
group
100 10 325
criteria sections Measure points
16th edition of
KWD Webranking 2012-2013
21

22. This year the KWD Webranking reveals:
• Companies are responding to shareholder needs but
there is still a gap between the information the capital
markets require and that which companies provide
• Of the 10 IR content areas identified as most important,
interest in strategy has increased the most since 2010
• The best performing companies excel in sharing
information about:
• risk management
• growth drivers
• market share and peer information
Source: KWD Webranking 2012-2013
22

23. Sweden vs Europe 500
Start page
100%
Functions and stakeholder 90%
About us/Company profile
dialogue 80%
70%
60%
50%
40%
Career section 30% Press
20%
10%
FT Euro 500
0%
Sweden
Corporate Responsibility Financial reporting
Corporate governance The share
Investor Relations
23

24. Sweden top 20 vs Europe top 100
Start page
100%
Functions and stakeholder 90%
About us/Company profile
dialogue 80%
70%
60%
50%
40%
Career section 30% Press
20%
10%
Top 100 FT
0%
Euro 500
Sweden top
20
Corporate Responsibility Financial reporting
Corporate governance The share
Investor Relations
24

25. Sweden vs Europe all
Start page
100%
Functions and stakeholder 90%
About us/Company profile
dialogue 80%
70%
60%
50%
40%
Career section 30% Press
20% FT Euro 500
10%
0% Sweden
Top 100 FT
Corporate Responsibility Financial reporting Euro 500
Sweden top
20
Corporate governance The share
Investor Relations
25

26. Sweden compared to last year’s results
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Sweden 2011-2012
Sweden 2012-2013
26

27. Section by section
KWD Webranking 2012-2013
27

28. Importance per sector
Functions
6%
Career Start page About us
13% 6% 14%
Press
Corp Resp 7%
12%
Fin. Reports
10%
Corp Gov
12% Share
IR 7%
13%
28

29. Sweden average
About us/Company profile 43%
Information about the company to all Top performers in Sweden (86%)
target groups. • Trelleborg
Information both detailed and on an • SCA
overall level.
Most important criteria:
• Geographical spread of production
and sales
• Market shares along with
competitor statistics
• Group strategy
• Information about the business
operations
KWD Webranking 2012-2013
29

30. Best practice examples – Geographical spread
Norsk Hydro:
Interactive way of
presenting
geographical
spread
30

31. Best practice examples – Business operations
Wolseley:
Great overview with illustrations
and key brand logos
31

32. Sweden average
Press 27%
Aims at supporting journalists, Top performer in Sweden:
bloggers and publicists. • Swedish Match (76%)
By making their research easier and
more convenient the company
increases its chances of media
exposure.
Most important criteria :
• Archive of press releases
• Transcripts from teleconferences
• Filter press releases by time and
category
KWD Webranking 2012-2013
32

33. Best practice examples – Archive of press release
Swedish Match:
• Possibility to filter press
releases
• Releases sorted by year
• Time stamp on each release in
the listing
33

34. Best practice examples – Transcripts
Philips:
• Transcripts clearly marked in
the list
• Transcipts, word by word in
pdf
34

35. Sweden average
Financial reporting 44%
One of the major purposes of a Top performer in Sweden:
corporate website is to be an archive • Scania (79%)
of financial information.
Most important criteria:
• Financial figures and key ratios
• Financial presentations
• The latest annual report in PDF
KWD Webranking 2012-2013
35

36. Best practice examples – Financial figures & KPI
36

37. Best practice examples – Latest annual report
37

38. Best practice examples – Online annual report
Online annual reports:
• 66% find the online annual
report important or very
important
Assa Abloy:
• Userfriendly online version
• Download to Excel
38

39. Best practice – Latest annual report in social
media
Wärtsilä: creating an interest
through competitions
Statoil: informing on Twitter
39

40. Sweden average:
The share 50%
One of the major purposes of a Top performer in Sweden
corporate website is to be an archive • Swedbank (93%)
of financial information.
Most important criteria :
• Dividend policy information
• Major shareholder information
• Equity analysts estimates and
share capital development
KWD Webranking 2012-2013
40

41. Best practice examples – Major shareholder info
Mol Magyar:
• Clear overview
thanks to graphical
solution
42

42. Best practice examples – Equity analysts estimates
43

43. Sweden average:
Investor relations 28%
The purpose should be to gain effective Top performer in Sweden:
communication of financial matters • SCA (82%)
between the company and its
stakeholders.
The IR section of the website should
contain extensive shareholder
information, helping visitors quickly
obtain complete information about
investment opportunities
Most important criteria :
• Financial targets and achievements
• A description of company growth
drivers
• Information on financial and
operational risks
KWD Webranking 2012-2013
44

44. Best practice examples – Targets & achievements
RBS Group:
• Clear targets and target
achievements
• + for the visualisation and
motivation
45

45. Best practice examples – Risk management
Land Securities:
• Thorough presentation of
financial and operational
risks specific to their
industry
46

46. Sweden average:
Corporate governance 54%
The higher demand for corporate Top performer in Sweden
transparency and increased interest in • Swedish Match (92%)
corporate governance has pushed
companies to present more detailed
information on this subject.
Most important criteria:
• Share transactions by insiders
• Group management
• Board of directors and
remuneration details
KWD Webranking 2012-2013
47

47. Best practice examples – Share transactions
Hannover Re:
• Complete and updated list of
insiders and recent transactions
48

48. Best practice examples – Group management
Ramirent:
• Interactive and fun (!) way of
presenting its management
team
49

49. Sweden average:
Corporate responsibility 30%
A well-developed CR section should Top performer Sweden
cover a range of issues, showcasing • SCA (79%)
the company’s code of conduct, their
environmental and social targets and
performance, certifications, social
indicators, indices, memberships and
community involvement.
Most important criteria :
• Code of conduct
• Explanation of CR strategy and
link to overall corporate strategy
• Environmental data, targets and
target fulfillment
• Look out for H&H’s press release covering the Swedish CSR results in
• Supply chain standards KWD Webranking 2012-2013
KWD Webranking 2012-2013
50

50. Best practice examples – CR strategy
UPM:
• Detailed description of CR
strategy
• Clearly linked to the
company’s main strategy
51

51. Best practice examples – Environmental data
Boliden:
• Several environmental
issues
• Future targets
• Achievements
52

52. Sweden average:
Career 23%
More than 3 out of 4 respondents to 3 top performers in Sweden:
KWD’s Career Survey 2012, say that • SCA (78%)
they turn to corporate websites when
searching for a job.
Most important criteria according to
the survey:
• Job vacancies
• Compensation and benefit system
• Student information
• HR Contacts
• Employee strategy
KWD Webranking 2012-2013
53

53. Best practice examples – Job vacancies
PPR:
• Easy to navigate through
categories for
• Job types
• Countries
• Regions
54

54. Best practice examples – Employee strategy
Tullow Oil:
• Clear strategy and interactive
image with additional
information
55

55. Sweden average:
Functions and stakeholder dialogue 30%
To support website visitors a number Top performer in Sweden:
of functions • Rezidor
Most important criteria:
• Webcasts and webcast archives
• Internal search engine
• Subscription service
56

56. Best practice examples – Webcast
Bayer
57

57. Best practice examples – Internal search engine
Telecom Italia:
58

58. Corporate communications in social media
• It is not only about being there
• It is about using it!
• 65 of 325 measurements in KWD
Webranking 2012-2013 is related
to social media and search:
• 51 social media
• 8 Google search
• 6 internal search
59

59. Winners in KWD Webranking
2012-2013 Sweden
60

60. Climbers in Sweden
• Rezidor +11,9
• Hufvudstaden +11,15
• Systemair + 8,95
61

61. 3rd best corporate website in Sweden 2012-2013
Improvements in sections such as
company presentation,
investor relations and
financial reporting has led
to an improvement of 7 positions in
KWD Webranking, compared to last
year.
Congratulations to
Skanska!
62

62. 2nd best corporate website in Sweden 2012-2013
With a history of high scores and
ranks throughout the years, adding a
state of the art press
section and thorough information
Corporate
about
Governance, the silver goes
to
Swedish Match
63

63. Best corporate website in Sweden 2012-2013
Continuous hard work with the
company’s digital communications,
this year’s winner excels in several
Investor
sections such as
Relations, Sustainability
and Career.
Hooray for SCA!
64

64. Resultat KWD Webranking Sverige 2012-2013
Rank Score Rank Score
2012
Company 2012 2012
Company 2012
1 SCA 79,30 21 Boliden 53,30
2 Swedish Match 71,20 22 Clas Ohlson 52,70
3 Skanska 67,50 23 Axfood 52,30
4 SKF 67,30 24 Ericsson 51,40
5 Trelleborg 66,40 25 Volvo 51,30
6 Billerud 64,80 26 Oriflame 51,20
7 Electrolux 63,80 27 SSAB 51,10
8 Swedbank 63,20 28 Alfa Laval 49,30
9 Assa Abloy 61,20 29 SAAB 49,00
10 TeliaSonera 60,80 30 NCC 47,90
10 Fabege 60,80 31 Hexagon 47,80
12 Husqvarna 59,70 32 Kungsleden 47,00
13 Atlas Copco 58,40 33 Addtech 45,90
14 Sandvik 57,60 34 Investor 45,20
15 Rezidor 57,40 35 Lundin Petroleum 44,80
16 Scania 56,50 36 SkiStar 44,70
17 SEB 55,70 36 Systemair 44,70
18 Securitas 55,60 38 Nobia 44,50
19 Nordea 55,50 39 Tele2 43,50
20 Holmen 53,40 40 Hennes & Mauritz 43,20
65