H&H Webranking 2010

The yardstick for corporate websites since 1997

2

What we do

strategy.implementation

digital corporate communication

evidence.

Evidence based advice

KWDWebranking

The yardstick fordigital corporatecommunications

CustomResearch

Builds a solidfoundation fordirection

OpenResearch

We publish partof our researchfree to use

Strategy requires knowledge

Digital Corporate Communication

How thingsjoin up

Connected

Corporate SocialMedia

How to use socialmedia for press, media, IR etc

Internationaland local

CultureBehaviourLanguage

Value is created in execution

Corporate Websites

ConceptsContent strategyStructure and IADesign and build

Corporatesocial media

Concepts anddelivery appliedwithin eachpractice

Follow up andQA

Continuous workin progresstogether to refine strategy

Digital Corporate Communications

CSR

Press and mediarelations

InvestorRelations

Corporatebrand

Employerbranding

Publicopinion

Customers

Suppliers

Competitors

We join it upLondon

Stockholm

Milan

Lissabon

Dubai

THE YARDSTICK FOR ONLINE CORPORATE COMMUNICATIONS

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KWD

Webranking

1997the first ranking

963companies incl

Global 100

2100rankings of websites

252 000

individual judgments

28business sectors

30countries

571responses

KWD Webranking – market driven research

Step 1Feedback from companies

Step 2Interviews with iexperts in different fields, IR, CSR etc.

Step 3Questionnaire to the capital market & job seekers.One-on-one interviews

Step 4Creation of the protocol127 in 10 sections - 2010

Step 5Ranking!

What will happen in 2011

Continued focus on the entire corporate communications digital space (website – search – social media)

Quantifiable measure points with focus on the usage

Clear focus on evaluation and benchmarking• Visual benchmarking (spidergraphs)• Benchmark information available in all versions• Optional custom review and customer presentation

Global 100, Euro 500 as well as local lists will still be the focus

20

Design & technology

Functionality

Home page

General information

Press

Financial information

Corporate Governance

CSR

Employer branding

Social Media and search

0%

50%

100%

Informa

Reed Elsevier

Pearson

Thomson Reuters

Emap

Peer comparison

21

Best in class comparison

Design & technology

Functionality

Home page

General information

Press

Financial information

Corporate Governance

CSR

Employer branding

Social Media and search

0%

50%

100%

Informa

Reed Elsevier

Pearson

Centrica

Eni

Thomson Reuters

Emap

Key dates KWD Webranking 2011

Target group research· Web managers survey Ongoing, ends mid May· Analyst and journalist survey May· Interviews with analysts May-June· Job seekers survey May-June

Judgment of company websites· First ranking June· Second ranking July· Analysis, gap and QA August

Report ready to clients September

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KWD Webranking 2010

Swiss performance

7th edition in Switzerland · The study assessed 48

companies (members of the SMI expanded index)

The average score of Swiss companies only rose 1.9 points to 46.9· Average is just below that of

the Europe 500 companies (48.3 points)

· The European average increased by 5 points compared with 2009

Swiss performance highlights

2009 20100

10

20

30

40

50

60

45 46.943.348.3Swiss av. European av.

Strengths· Swiss companies performed well in traditional disclosure

areas such as presentation of reports and share information

Weaknesses· Poor results were obtained in communicating sensitive

information related to risk management, debt and guidance, and corporate governance

· Rather low score in the use of interactive features and new technologies

· Swiss companies underperform their European counterparts in social media

Strengths and Weaknesses

For example, only 12% included information on financial targets· This figure is a decrease compared with 2008 (17%)· Percentage is well below that of the European companies (23%)

Surprisingly, 80% of companies do not present any information about the market they operate in· In Europe the figure is 65%

Only a quarter of Swiss companies provide information about when their debt will mature· The figure is in line with the European picture

70% do not offer any information about remuneration of directors and managers· Percentage is stable compared with 2008

Still a quarter of Swiss companies provide no information regarding its latest AGM· The figure is down to 14% at the European level

Sensitive information

The number of companies presenting interactive annual reports (30%) is below the European average (45%)· Interactive annual report allows for the provision of additional content,

functionality and services that can enhance the company’s communication of its investment message

· One out of three companies publishing a sustainability report is creating an interactive version

Use of video is limited on Swiss websites with only one third presenting a video archive· Videos make it possible to reach a wider audience and in some cases

can facilitate the diffusion of types of information that are harder to digest in written form

· Often companies present advertising or a corporate film; fewer companies make use of video in specific sections of the website such as CSR and careers

Most of the surveyed websites are accessible via mobile; only a few present a dedicated mobile version· There’s an increased use of the web from mobile applications and a

growing interest towards specifically designed versions of websites for tablets

Technology and interactivity

Media sections of Swiss websites are still traditional, with focus on press releases and little use of social media · Press releases could be enhanced with related materials such as images,

videos, interviews and other documents· There are a number of examples in Europe of social newsrooms, where the

traditional press section becomes a one-stop-shop to gather different material and access other content on social media

Only one third of Swiss companies are present on more than one of the seven social media channels considered in the research· Most companies are present only on LinkedIn, which is usually an automatically

generated presence, not directly managed by the company· Only one Swiss company (2%) was present on more than five social media

channels compared with 8% for the FT Europe 500 companies Companies also fail to exploit the corporate website as the point

of reference for their online presence· Only a few provide links from their website to the various social media channels

where they are present

Social media and new media

WORKSHOPSocial media and online annual reporting

CORPORATE SOCIAL MEDIASocial newsroom

What is social media all about?

Behavior

Relationships

Digital is a reflection

How does that affect our corporate communications work?

Investor Relations

IR disclousure increasingly outside the corporate website

Enables discussion and feed-back in a ”DMZ zone” outside of the corporate website

Rivals google and direct traffic as source for the website

Identifies your secondary IRtarget group by name, andgives you a wealth of data that can be used to target your messaging and activities

Drivven by IR

CSR communication

Sustainable perspectives aims at describing why sustainability matters for a bank, and

engaging their key visitors in interaction and participation

Pushing their messaging Establishing a less conservative tone of voice

Press and media relations, post social media

The corporate website functions as the “hub” for all communications activities

Activities, news, articles and events are posted in real-time

Press and media relations

Other examples

http://newsroom.cisco.comhttp://newsroom.swedbank.comhttp://newsroom.sebgroup.com

How does this affect our work?

What are the challenges for the organisation?

How do we need to change the way we work?· Online department· Press office· Governance· Processes

Discussion

ANNUAL REPORTS ONLINE

It’s all about process

Two types of approaches

1.Post production2.Full digital production

Post production

Convert after production· Post production is where you take an annual report designed and

produced for print and convert it technically to the online format

Pros· Does not involve the organisation or affects the actual creation of an

annual report· Quick and controlled process· Looks cheap

Cons· Does not use the digital format to it’s fullest· Multi channel approach is not really viable· Does not move the content to an audience and channel oriented

mindset· Outside in approach

Full digital production

A full digital production is where the entire process is re-aligned towards creating on annual report for the online medium

Pros· End product uses the medium to it’s potential· User experience optimized and message· Multi channel approach with optimized user experience possible· Requires different departments to interact change of mind set in the

organisation

Cons· More complex project to run than a post production· Needs a change of mind set in the organisation· Investment in change programme as well as content creation

Volvo Group reporting platform

Volvo Group changed their platform for reports for 2010

Expected outcome· 30 % less resources used in total· 50 % increase in resources spent

on content instead of production or project management

All reports released on time

Reports released· Sustainability report· Annual Report· Corporate Governance report· Interim reports

Why do we have an annual report?

Thank you

staffan.lindgren@kw-digital.com