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Which corporation is most effective online, and why? The seventh annual Financial Times Bowen Index of corporate online effectiveness is by far the most detailed review of large web estates – 1,500 hours of analysis and a million words of documentation have gone into it. All the biggest companies in the world are included. In that seven years our workload has expanded relentlessly. It used to mean websites. Now it also means social media channels, apps and – this year particularly – the mobile web. Download this booklet to find out who the top performers are and learn about the latest trends in the digital corporate world. This is the PDF version of a printed booklet - if you'd like a hard copy then send your postal address to [email protected].
Citation preview
Corporate online effectiveness 2013Highlights from the Ft Bowen Craggs Index
Bowen Craggs & Co limitedPo Box 20895london se22 9YY, United Kingdom
www.bowencraggs.com
© Bowen Craggs & Co 2013
ContaCt DetaIls
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1FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
>
Foreword
The Index of corporate online effectiveness is a once-a-year snapshot of how well the world’s largest companies by market capitalisation use their websites, mobile and social channels, and apps to support their business objectives.
Now in its seventh year it draws on detailed company reports and best practice that are painstakingly researched and compiled throughout the year to form a unique ‘living’ database unparalleled as a tool for continuous improvement.
Contents
Foreword 1What and who the Index judges 2Methodology 4David Bowen’s keynotes 6overall rankings 8-11Mobile adoption 12Regional rankings 13-15top performer tables 16 Integrating social media 17 Governing a web estate 18 Delivering corporate messages 19 serving professional audiences 20 attracting talent 21 Helping information seekers 22 Making a mark on the Index 23about Bowen Craggs & Co 24
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FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 20132 3FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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what and who the index judges
The Index of corporate online effectiveness is a ranking – in fact many rankings – but the real aim is not to stimulate praise, blame or panic among the featured companies or the wider constituency of large organisations with online estates. Its purpose is to show what should be done (and what should not be done) to make a website and a company’s other online communication channels as effective as possible.
A large company’s online presence is an expensive thing – for some the cost runs into tens of millions of dollars a year and increasingly must incorporate mobile sites and corporate apps as well as the ‘core’ website. But while the return on the investment is hard to pin down, the web’s status as a mass medium makes it an essential part of the communications mix.
What is needed is a way of judging whether an online presence is as good as it can be – that is, it is doing all the things it could be doing as well as it can do them. And – at least as important – to see who is doing better so that best practice can be observed and adopted or adapted. These are the jobs the FT Bowen Craggs Index is attempting to fulfil.
Two features make this Index unlike other rankings. First, it takes an overall view. It looks at the different (and often complex) jobs online channels are asked to do, and assesses how well they do them. Although there are considerable differences in emphasis, these tasks are much the same for all companies.
Second, the methodology is based on the judgement of experts, rather than a ‘check box’ approach: websites and their related channels are too complex to be measured in a simple way (see Methodology, p4, for more).
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 20134 5FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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methodology
The FT Bowen Craggs Index uses a methodology developed to benchmark corporate online estates in great detail. The metrics are divided into two groups: overall and specific. The five specific metrics concentrate on how well the site serves different groups. The three overall metrics cover navigation and coherence; visual and content messages; and ease of making contact and enquiries. Use of social media is considered within the context of each metric.
Each metric is sub-divided and the same questions asked of each site. We do not, however, use a checklist approach: our analysts are all experts on the corporate web and are trained to ask first what should be provided, and only then to judge how well it is provided. ‘Appropriate’ is the key word. A review typically takes 20 hours and is carefully documented in our million-word database.
What constitutes a top-class corporate online presence? First, you can move around the website easily without losing your bearings, and it is intelligently integrated with other communication channels, online and off. This is a sign both of good construction and good governance – that is, the web presence is run according to well-observed rules and processes. Second, the best sites do all the jobs they could be doing; they offer a high quality service to all stakeholders. Third, they make good use of web technology and the proliferation of channels. For the past two years the methodology has integrated coverage of mobile websites and corporate apps.
Companies included in the Index are taken from the FT Global 500, ranked by market capitalisation. The top 25 from each of the US, Europe and the rest of the world (including Russia) are indexed along with retained high performers*. The only company excluded is Berkshire Hathaway, which chooses not to use the web in a conventional way. We look at the entire presence, covering non-English content where it is important to do so. Chinese-, Japanese- and Russian-speaking associates are used to check relevant areas.
* Nine companies that were placed in the Index’s top 50 last year but were pushed out of the core this year by a relative decline in their market value have been retained. The reason harks back to the underlying purpose of the Index to identify and highlight best practice: the nine’s previous high ranking means they merit a continued interest in the development of their online presence.
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 20136 7FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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david Bowen’s keynotes
The biggest corporations in the world are taking a new interest in online communications thanks to the latest commercial ‘must have’: a mobile web strategy. There is more activity now than there has been for several years, but the same drag as ever continues to hold companies back: a serious lack of senior management understanding and engagement.
This is the seventh year we have produced the FT Bowen Craggs Index. A year ago we were pessimistic because many companies were losing grip, allowing websites and social media channels to proliferate without control or commercial logic.
Channel proliferation is still a big problem, but there is encouraging evidence that social media and the web are much better integrated. We have moved on to a new big trend – a potential bandwagon that is already looking unsure on its tracks.
As the chart on page 12 shows, almost half the companies in the Index now have mobile sites. The excitement, though, comes from the few that have relaunched with ‘responsive’ designs – which reconfigure automatically to any screen size. A brilliant idea – but our analysis shows that none of them works wonderfully, and some are close to disastrous.
The Premier League of corporate sites is packed tighter than ever, joined by companies such as Nestlé and GlaxoSmithKline that polished (Nestlé) or relaunched (GSK) their way up the ranking. Sectors with reputation issues – oil, pharmaceutical – feature heavily: the internet is the best place for them to present their best face.
But that will only happen if senior managers accept that a powerful online estate must be guided from the centre. Many Europeans do. Americans in general do not: fragmented management and wholesale outsourcing still rule. That, we believe, is why the highest US company ranks only 17 in the Index. A shame, because some of the best stuff comes from the US. Coca-Cola has the most intriguing new site in the ranking, General Electric buzzes with excitement, Google uses its own technology to bring its corporate story alive.
Elsewhere, the Russians and Brazilians continue to improve. Chinese companies still lag but for once we can report a great leap forward. China Mobile, so long in last place, has a greatly improved site. Will other Chinese giants now perhaps awake?
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 20138 9FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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35 39 41 40 39 39 41 42 35 39 35 35 37 38 37 34 34 35 33 35 35 38 39 37 37 41 27 38 34 35 35 34 37 34 30 35 33 30 32 32 34 31
serv
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tion
47 47 42 40 44 47 46 40 52 47 42 45 44 40 38 46 42 39 33 44 48 36 39 44 34 42 34 40 33 43 37 40 40 41
40 28 40 32 39 38 47 39
2012
scor
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213
211
211
219
207
198
208
205
186
204
206
197
196
195
185
200
189
196
192
184
183
193
191
192
187
184
182
187
188
186
184
184
184
187
180
163
182
175
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22 21 26 22 26 23 19 24 18 23 25 22 23 18 23 22 26 23 27 20 20 22 24 16 22 13 22 21 22 23 19 24 16 21 23 21 21 22 23 21 20 16
tota
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215
215
215
214
213
213
207
207
206
203
202
201
201
197
196
196
195
195
194
193
192
192
191
190
188
188
187
186
186
186
184
184
184
184
183
182
182
181
181
180
179
178
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2 3 3 1 6 11 5 8 25 9 7 12 13 15 27 10 20 13 17 28 33 16 19 17 22 28 34 22 21 25
28 28 28 22 37 57 34 39
over
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ran
king
s
2013
over
all
posi
tion
1 4 5 7 9 10 11 12 14 15 17 19 20 21 23 24 25 27 28 31 35 36 38 40 41 42
2013
over
all
scor
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215
215
215
214
213
213
207
207
206
203
202
201
201
197
196
196
195
195
194
193
192
192
191
190
188
188
187
186
186
186
184
184
184
184
183
182
182
181
181
180
179
178
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FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201310 11FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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4 7 8 8 5 9 5 7 10 5 6 8 6 7 8 6 6 8 5 7 9 6 7 8 5 6 5 5 8 4 6 6 6 6 5 4 6 5 4 2 3 4
35 31 33 33 36 35 26 29 30 37 29
30 27 33 32 30 30 29 32 25 24 32 34 27 26
36 25 29 25 26 29 30 28
26 23 29 27 31 30 31 27 24
22 19 15 22 21 15 21 23 20 24 22
22 17 21 23 20 15 24 23 24 23 23 23 16 22
20 22 16 21 21 16 18 19
20 19 12 14 15 15 16 15 12
20 23 24 18 24 19 20 18 23 22 23
20 20 19 15 14 19 21 19 22 19 18 18 18 24
16 21 23 19 21 22 17 19
16 16 19 14 18 19 13 11 15
17 18 19 16 22 16 22 16 18 9 19
14 16 16 13 18 19 17 18 20 11 16 10 18 16
13 14 14 14 14 12 12 13
11 9 10 8 15 8 9 6 11
17 24 21 25 20 20 18 15 22 16 23
19 25 15 20 19 16 23 15 17 21 14 18 15 19
14 21 13 16 14 17 12 15
6 16 14 16 7 6 13 15 6
41 37 36 35 32 38 43 46 31 35 29
40 35 39 34 35 38 23 32 27 36 33 22 32 24
32 27 37 28 33 33 36 27
41 28 28 34 25 32 24 27 23
175
172
169
173
174
172
170
167
167
181
174
176
166
170
172
169
166
149
163
169
160
161
149
163
168
144
158
148
142
105
145
135
128
133
132
127
117
124
107
21 17 20 19 16 24 21 21 20 26 21
19 25 19 24 26 24 20 19 21 19 20 24 22 19
18 19 16 22 19 17 21 16
17 20 19 14 11 10 14 17 12
177
176
176
176
176
176
176
175
174
174
172
172
171
169
169
168
167
165
163
163
162
162
156
156
155
155
154
153
153
152
152
152
143
143
136
135
133
127
124
122
121
107
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39 44 49 43 41 44 47 53 53 36 41
38 55 47 44 49 55 66 57 49 63 61 66 57 52 70 64 68 71 81
69 72 75 73 74 76 78 77 80
over
all
ran
king
s co
ntin
ued
43 44 50 51 53 55 56 58 59 60 61 63 65 67 69 70 72 75 77 78 79 80 81 82 83 84
177
176
176
176
176
176
176
175
174
174
172
172
171
169
169
168
167
165
163
163
162
162
156
156
155
155
154
153
153
152
152
152
143
143
136
135
133
127
124
122
121
107
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FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201312 13FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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regional rankings
We divide the companies into three regions to provide a good global spread (see Methodology, page 4). There is a clear broad order: Europe, then the US, then Rest of world. But within Europe there are some interesting country patterns: the most effective sites are from the UK or UK/Netherlands (six of the top 15), Germany (four) and Switzerland (three). Italy has only one site in the Index – but it is at number one.
usCompany
IBMMicrosoftProcter & GambleCoca-Cola GoogleChevronGeneral ElectricCisco SystemsQualcommWal-Mart Stores PepsiCo Intel CorporationPhilip Morris InternationalGoldman SachsSchlumbergerExxonMobilCitigroupJohnson & JohnsonAT&TPfizerWells FargoMerckAppleOracleBank of AmericaHewlett-PackardJPMorgan Chase & CoVerizon Communications
2012
200189196184183193191187
186184187 182173172167167181174176166172169166149169160163
moBile adoption
Mobile web is this year’s big thing: about 40 per cent of Index companies now have sites that adapt for smartphones. There are two approaches. The biggest slice (22) have separate mobile sites – cutdown versions of the main site. Three have separate sites that work for only part of the corporate site.
Then there are the new responsive sites, which reconfigure automatically to screen size. Six are fully responsive – relaunched from scratch – while five have made a start. The jury is out on which model will win – or maybe neither will?
how companies are approaching the mobile web
2013
195194193192191190188187186184182181179176176175174174172172171169168167165163162155
Sepa
rate
mob
ile: 2
2
Part
mob
ile: 3
Full
resp
onsi
ve: 6
Part
resp
onsi
ve: 5
No m
obile
site
: 48
Appr
oach
and
ado
pter
s
Newcomers shown in italics
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201314 15FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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rankings by region
rest of worldCompany
Rio TintoCommonwealth Bank of AustraliaSberbank of RussiaValeGazpromToyotaBHP BillitonPetrobrasAmbevSamsung ElectronicsItaú UnibancoTaiwan Semiconductor ManufacturingRoyal Bank of CanadaRosneftToronto Dominion BankSaudi Basic IndustriesChina Mobile Industrial & Commercial Bank of ChinaBank of ChinaChina Life InsuranceChina Construction BankPetroChinaChina Shenhua EnergySinopecAgricultural Bank of ChinaCNOOC
2012
197185180163175175169174170161149
168144
142105145135128133132127117124107
Europe dominates overall scores, but specific metrics
tell a much more mixed story – as the following pages show
2013
201195181180178177176176169162156156154153153152143143136135133127124122121107
Newcomers shown in italics
europeCompany
BPEniSAPSiemensRoyal Dutch ShellUnileverNestléRocheNovartisGlaxoSmithKlineBASFBritish American TobaccoAstraZenecaDaimlerNovo NordiskSanofiStatoilL’OrealVodafoneBNP ParibasHSBCTotalE.ONBarclaysBG GroupTelefonicaAnheuser-Busch InBevVolkswagenBanco SantanderLVMH
2012
213211
211219207198208205186204206196195
192192
184182187188184184172170163
158148
2013
215215215214213213207207206203202201197196196192188186186184184184183182176176163155152152
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201316 17FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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top perFormers
visibility, improvers [max 6]
Company
AmbevSanofiBG GroupBNP ParibasExxonMobilGazpromPepsiCoToyotaUnilever
2013
555555555
2012
334444444
As well as its overall ranking the Index is a kaleidoscope of many different rankings. Individually they show how well (or badly) companies carry out the specific tasks that a website and online estate must undertake. But they can also be considered as separate lenses that when combined bring focus to a wider issue, such as the degree of social media integration (as on the page opposite, where high scoring in the three chosen metrics is reflective of smart use of social media).
The Bowen Craggs Index online database allows limitless interrogation of the numbers, as well as access to the underlying reports. On the following pages we illustrate some of the ways in which the rankings can be ‘sliced and diced’ to shed further light on the top performers.
integrating soCial media
keeping in touch with journalists [6]
Company
GazpromGeneral ElectricGoldman SachsIBMMicrosoftNestléNovartisNovo NordiskPetrobrasProcter & GambleRocheSAPSiemensUnileverWells Fargo
2013
555555555555555
2012
4555555na555na553
added-value recruitment content [8]
Company
Goldman SachsGoogleIntel Corporation
2013
777
2012
677
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201318 19FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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Building a reputation for responsibility [16], improvers Company
Saudi Basic IndustriesGlaxoSmithKlineEniExxonMobilWal-Mart StoresMerckValeSinopec
home page [12], top-scoring improvers
Company
RocheWal-Mart StoresCoca-ColaGlaxoSmithKlineItaú UnibancoNestléRio TintoSchlumbergerSiemensVale
delivering Corporate messages
governing a weB estate
navigation [16]
Company
VodafoneBritish American TobaccoCommonwealth Bank of AustraliaGlaxoSmithKlineNestléNovartisPhilip Morris InternationalProcter & GambleRio TintoUnilever
2013
15141414141414141414
2012
14141314131414141413
integration of subsidiary sites [12]
Company
IBMIntel CorporationNovartisRoyal Dutch ShellSanofi
2013
1414141414
2012
1413141414
visual impact [12]
Company
Coca-ColaEniRoyal Dutch ShellSAPSiemensStatoil
2013
111111111111
2012
101111na1111
2013
11111010101010101010
2012
101097999899
Company information [12]
Company
ChevronDaimlerEniRocheStatoil
2013
1111111111
2012
1110101111
2013
91413131312118
2012
6121111111096
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201320 21FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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journalists, news release service [12] Company
Cisco SystemsProcter & GambleSiemensDaimlerSAPStatoilVale
Corporate social responsibility professionals [10] Company
BPEniNestléRio TintoUnilever
2013
99999
2012
98798
attraCting talentserving proFessional audienCes
investment analysts who know the company [12] Company
CitigroupValeVodafoneAstraZenecaBPBritish American TobaccoCommonwealth Bank of AustraliaEniIntel CorporationNestléRosneftRoyal Dutch ShellUnilever
2013
11111110101010101010101010
2012
111110101010910109101110
2013
11111110101010
2012
11101110na99
vacancies service [12], top-scoring improvers Company
StatoilBNP ParibasCoca-ColaGooglePfizerRoyal Bank of CanadaMerckNestléSberbank of RussiaUnileverVale
2013
11101010101099999
2012
109989977887
information for college leavers [12] Company
BarclaysCommonwealth Bank of AustraliaGoldman SachsGoogleNovo NordiskSiemensUnilever Wells Fargo
2013
1010101010101010
2012
9101010na998
added-value recruitment content [8], improvers Company
PetrobrasTelefonicaWells FargoChevronOracle
2013
66655
2012
44433
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201322 23FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013
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making a mark on the index
helping inFormation seekers
internal search engine [6], poorest
Company
Banco SantanderBHP BillitonBNP ParibasChina MobileChina Shenhua EnergyJPMorgan Chase & CoRoyal Dutch Shell
2013
1111111
2012
1121142
Contact information [12]
Company
EniBPBritish American TobaccoChevronCitigroupCoca-ColaNovartisQualcommSiemens
2013
111010101010101010
2012
10101010101010na10
Customer journeys [12], from home page Company
Commonwealth Bank of AustraliaHSBCItaú UnibancoMicrosoftOracleRoyal Dutch ShellSiemens
2013
10101010101010
2012
10101011101010
Biggest improvers
Company
China MobileGlaxoSmithKlineBank of AmericaSaudi Basic IndustriesNestléRosneftExxonMobilGoogle
2013
143203165152207153175191
+
381716109988
Biggest backtrackers Company
Royal Bank of CanadaVerizon CommunicationsJohnson & JohnsonHewlett-PackardIntel CorporationRoyal Dutch Shell
2013
154155174163 181213
-
14876 66
Best newcomers
Company
SAPNovo NordiskL’OrealQualcommTaiwan Semiconductor MaunfacturingVolkswagenToronto Dominion Bank
2013
215196186186156155153
pos
1=14=28=28=65=6770=
FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201324
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aBout Bowen Craggs & Co
Bowen Craggs & Co is a unique research and consultancy group. We help you improve your online effectiveness – principally websites, social media, mobile web and apps.
Our company advises many of the world’s largest corporations and other big organisations on their digital communications strategies. We have more than 50 Global Fortune 500 clients; 23 companies we have produced work for appear in the current FT Bowen Craggs Index. Our association with them has not affected the scoring: we have no interest in marking them either up or down.
You can also rely on the independence of our advice, because we do not build websites. What we do is help you improve your effectiveness with strategy, expert reviews, market research, measurement and best practice.
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