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Presentation used at KWD Webranking 2012-2013 update on june 12, 2012
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Welcome to
KWD
Webranking 2012-2013 updateJune 12, 2012
Staffan LindgrenManaging Director, International
Klicka på ikonen för att lägga till en bild
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
Key dates 2012-2013 edition
June 1Ranking
commence
Nov 1Reports are released to pre-order
clients
Nov 29KWD
Webranking ForumLondon
Aug 17Ranking closed
Oct 15Publishing of results
commence
Jan 2013Global 100published
TBDStockholm
TBDMilan
TBDMiddle East
Background researchHighlights
Extensive background research leads to which criteria is important
Step 1Feedback from companies through Web manager survey
Step 2Interviews with experts in different fields: IR, CSR etc
Step 3Survey to the capital market & job seekers
Step 4Creation of the criteria
Step 5Ranking
Jan-Mar Mar-May Summer
Oct
KWD Web managers survey 2012 highlights
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
KWD
Capital market survey 2012
Almost 300 responses from Europe, Asia, North and South America• Business Journalists 11%• Institutional investors 18%• Sell side 35%• Buy side 17%
Only 1 out of Europe top 100 websites by market cap
uses responsive design
April 2012, researched by KWD
Most requested information on corporate websites• Market share and
competitor statistics 65%• Financial presentations 65%• Latest financial report in pdf 64%• Financial targets 61%• Business operations 60%
How do you access the corporate website?• 30% uses iPad or tablet • 31% uses smart phones
Analysts and investors about corporate websites
Responses from our Capital market survey
Search functions are often not very good on corporate websites
- that could be improved
Too often sites can have the data I want, it is just put in places that are not obvious or do not make
sense to me.
Make sure you can get to all the data investors
typically look for (financial press releases,
presentations, etc.) from the investor relations
page.
Ease of navigation around the site to find financial and operating data
is most important
I would recommend all websites to have video clips by management
talking about their businesses, background,
what they do, key drivers, current trading etc.
It may be somewhat of a hassle for them, but will save the CEO and CFO a lot of time as the basics will have been covered
beforehand.
Large organizations with lots of data pool should include a live chat to provide info as required by the
user.
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
Job opportunities
1. Linkedin
52%
2. Facebook
21%
3. Twitter
14%
Information searching
1. Linkedin
42%
2. Wikipedia
23%
The criteriaKWD Webranking 2012-2013 edition
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
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 research
Same60%
Gone
10%
New30%
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 research
• Social media measurement is changed from “we are there” to measure deep integration and activity
• Number of social media measurement points grow from 5 to 48
• Context based measurement
2010-2011 2011-2012 2012-20130
10
20
30
40
50
60
Social media measurement points
2012-2013 criteria
100 criteria in 10 sections
A Startpage F Investor RelationsB About us/corporate profile G Corporate Governance
C Press H Corporate responsibilityD Financial reporting I CareersE The Share J Functions and
stakeholder dialogue
For each criteria scoring can be on the website, in search or in social media
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
Included companies and lists
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
Different lists
Global 100 Selected in Q4-2012Europe 500 As per publishing in FTMiddle East Selected companies published in September19 Industry lists ICB super sectors
~ 40 Country lists
Austria
Bahrain
Belgium
Brazil
China
Croatia
Czech Republic
Denmark
Egypt
Finland
France
Germany
Greece
Hong Kong
Hungary
Ireland
Italy
Kuwait
Lebanon
Luxembourg
Netherlands
Norway
Oman
Poland
Portugal
Qatar
Russia
Saudi Arabia
Spain
Sweden
Switzerland
Turkey
UK
United Arab Emirates
USA
New industry classification
ICB super sectors used for industry classification
Oil and gas
Chemicals
Basic resources
Construction and materials
Industrial goods and services
Automobile and parts
Personal and household goods
Health Care
Retail
Media
Travel and Leisure
Telecommunications
Utilities
Banks
Insurance
Real Estate
Financial Services
Equity/Non-Equity Investment Instruments
Technology
More about ICBhttp://en.wikipedia.org/wiki/Industry_Classification_Benchmark
The reports
Background researchDetailed data from background research surveys
Yes Yes Yes Yes
Best practice examples
Yes Yes Yes Yes
CriteriaDefinitions and weight
Yes Yes Yes Yes
Evaluation of your website
Yes Yes Yes Yes
Benchmark analysisYour website compared with selected peers and industry
Yes Yes Optional
Qualitative comparison and extended review
Yes Optional
PresentationVideo or on location
Yes Optional
Price 3 900 € 4 900 € 9 500 € On request
KWD Webranking 2012-2013 reports
Questions
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