KWD KWD WebrankingWebranking

Switzerland Switzerland Switzerland Switzerland

20112011

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edition in Europeedition in Europe

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edition in Switzerlandedition in Switzerlandedition in Switzerlandedition in Switzerland

companies evaluated in companies evaluated in EuropeEuropeEuropeEurope

largest Swiss companies largest Swiss companies analysedanalysedanalysedanalysed

responses to the KWD responses to the KWD Webranking questionnairesWebranking questionnairesWebranking questionnairesWebranking questionnaires

hours on average spent hours on average spent analysinganalysing

each corporate website each corporate website each corporate website each corporate website

Hundreds of best practice Hundreds of best practice Hundreds of best practice Hundreds of best practice examples identified examples identified

KWD Webranking – market driven research

Step 1Feedback from companies

Step 3Questionnaire to the capital market & job seekers.

Step 5Ranking!

companiesjob seekers.One-on-one

interviews

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

Step 4Creation of the protocol120 in 10 sections -2011

Changes in the 2011 protocol

• New to the research is the eliminationfrom the protocol of the section dedicated to design & technologyfrom the protocol of the section dedicated to design & technology

• Section about functions and interactive applications includes new criteria linked to tablets and smart phones

• Increased importance of social mediaand search

• The section on financial information remains the most important in the protocol (36%)

1010

protocol (36%)

• The maximum score in the sections dedicated to corporate governance (from 6.5 to 8 points), corporate responsibility (from 4.25 to 8 points) and employer branding were raised (10 points compared with 6)

Evolution of Swiss performance

100

Swiss average score Swiss best performer European best performer German average

68,25

79,25

83

79,75

75,7577,25

71,75

83,75

88,75 89

85,25

8987,75

89

52,39

58,57 59,31 60,17

49,97 50,77 50,03

50

60

70

80

90

1111

42,8

49,450,9

49,6

4546,9

38,4

30

40

50

2005 2006 2007 2008 2009 2010 2011

Swiss performance by area 2011

80%

90%

100%

Corporate & IR front page

Social media & search

Career

0%

10%

20%

30%

40%

50%

60%

70%

80%search

Global & interactive functions

About usCorporate

governance

CSR

1212

Press

Financial reporting

Investor Relations

Best European company

CH Average

EU Average

Best Swiss company

Most important financial information (required by the market)

• Market share, market statistics and competitors

• Swiss companies are good at describing their activities but they are not keen on • Swiss companies are good at describing their activities but they are not keen on

providing information about the market and competitive environment (76%

provide no information in this regard)

• Strategy and targets (guidance about future performance)

• The study found that half of companies do not offer any information about their

strategy, while 83% do not state their financial targets

• Company’s financing strategy and debt

• 74% do not offer any debt information, while only 17% publish their credit ratings • 74% do not offer any debt information, while only 17% publish their credit ratings

• Information about managers and directors

• Swiss companies do a good job in presenting curricula of board members and

managers (59%), while failing to publish insider trading information (11%) and

remuneration policies (27%) on their websites

• The number of companies presenting interactive annual reports (34%) is below the European average (47%)

Technology and interactivity

European average (47%)

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

• 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 (30% have apps for tablets)

• Use of video is limited on Swiss websites with only one third presenting a video archivearchive

• 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

• The average performance of the Swiss companies in the CSR section is 34% of the max score compared to 66% among the European top20

Employer branding and CSR

of the max score compared to 66% among the European top20

• Only 40% of Swiss companies presents a CSR report (60% at the European level)

• Still 20% of Swiss companies do not present career information on their corporate website

• The average performance in the employer branding section is 30% of the max score

compared to 74% among the European top20

What will happen in 2011

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

• Quantifiable measure points with focus on the usability

• Increased focus on extra-European companies

Key dates KWD Webranking 2012

• Target group research

• Web managers survey Ongoing, ends mid May• 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

• Rankings June-August

• Analysis, gap and QA September• Analysis, gap and QA September

Thank youThank you

joakim.lundquist@halvarsson.itjoakim.lundquist@halvarsson.it