1. KWD Webranking 2011 ● Bridging the gap
Staffan Lindgren ● Managing Director (International)
Dubai, December 5th

2. 15 years worldwide, 3rd year in Middle East
• Oldest and most respected ranking system for corporate websites in the
world - 1,000 corporate websites across the globe ranked for the last 15
years
• Driven by the market, not our personal opinion - Detailed survey sent to
analysts, investors, business journalists, SRI analysts and jobseekers
every year
• Focus on 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 with 750 measure points

3. KWD Webranking – how we do it
Step 3
Step 1 Questionnaire to
Step 5
Feedback from financial
Our ranking
companies community & job
seekers
Step 2
Interviews with Step 4
internal experts in Criteria creation
different fields -
IR, CSR etc.

4. Identifying the gap
Expectations Communication
Investors
Business journalists
Top talent and job seekers
Gap between what is expected and what companies provide

5. In 10 different categories
• Home page
• About us / company profile
• Media information
• Financial reporting
• Investor relations
• Corporate governance
• Corporate responsibility
• Careers
• Social media and search
• Functionality
 Identifying the gap for the companies to act on
 Benchmarking with peers and international standards
 More than 300 best practice examples for inspiration and benchmarking

6. Key findings KWD Webranking 2011
For the majority of all companies the biggest gaps between 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

7. In-depth IR content
87% of investors and journalists looking for information on financial targets
and achievements
• In Middle East none of the 140 companies provided both in detail
• Internationaly only 10 of the 500 companies provided both in detail

8. In-depth IR content
87% of respondents wanted information on company’s financial targets and achievements
Only 10 of the 500 companies provided both in detail

9. In-depth IR content
Many respondents also keen on information related to the company’s industry,
regulatory environment and market share
• 2 out of the 138 companies provided some information about this but not in
enough detail
• 68% of all surveyed companies internationally failed to provide this
information

10. 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

11. Management profiling
In the current climate, key audiences want to get underneath the skin of
management
Some of the information that should be part of management profiles:
• Skills, experience, CV
• Thought leadership pieces
• Company and industry presentations
• Interviews
• Press cuttings
• Q&A
• His / her views on the company

12. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet 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

13. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet 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

14. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet 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

15. 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 either have a bold statement on the home page with no further
detail, or the visitor is expected to “piece it together” from vast amount of
information

16. 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

17. 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

18. 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

19. 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

20. Other key findings
• 80% want information on Risk Management <> 90 % on average don’t
provide it (70 % international average)
• 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 -
seeing the start of full social media newsrooms

21. Questions
Staffan Lindgren ● Managing Director (International)
http://kw-digital.com