Welcome to

KWD

Webranking 2012-2013 updateJune 12, 2012

Staffan LindgrenManaging Director, International

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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