KWD Webranking Sweden 2012-2013

Welcome KWD Webranking Forum

Stockholm

10 December 2012

Agenda

11.00-11.15 Introduction KW Digital

11.15-12.00 Highlights from KWD Webranking 2012-2013

12.00-13.00 Lunch

Awards ceremony

13.00-13.30 Case SCA: How to keep your website top of the line year after year

13.30-14.00 Case Billerud: Launching a responsive website in 3 months

We are digital corporate communications

specialists

We are digital corporate communications

specialists

Stockholm London

Milan Lisbon Dubai

What we do

Research • KWD Webranking • Focus groups • Peer benchmarking • Web analytics

Strategy • Advice & consultancy • Strategic planning • Design, IA & usability • Roadmaps for online • Social media

Implementation • Corporate websites • IPO & transaction sites • Online reports • Intranets • Content management

5

How we do it

Research • KWD Webranking • Focus groups • Peer benchmarking • Web analytics

Strategy • Advice & consultancy • Strategic planning • Design, IA & usability • Roadmaps for online • Social media

Implementation • Corporate websites • Corporate reporting • Intranets • Content management and

site maintenance

Strategy

Implementation Research

6

Where we come from

• KW Digital is part of King Worldwide, a global stakeholder communications group

• We are sister agencies with other communciations consultancies such as

• Hallvarsson & Halvarsson

• M: Communications

• Taylor Rafferty

• Capital Precision

• Part of KW Digital used to be the digital team at Hallvarsson & Halvarsson, until November 2012.

KWD Webranking 2012-2013

16th edition of

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Where does KWD Webranking fit in the overall web strategy?

•Business and communication strategy

•Consistency in message

•Transparency

• Labelling

• Optimized for channel

• Navigation and search

• Outside the website

•Design concept supporting the brand and messages

•Design of functionality (interaction design)

•Multi channel concept

• Text, images and functions

• Updated

• Relevant

• Adapted to channel

Content Design

Message Findability

KWD Webranking

9

Extensive background research leads to scoring criteria

Step 1 Feedback from companies through Web manager survey

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

Step 3 Survey to the capital market & job seekers

Step 4 Creation of the criteria

Step 5 Ranking and analysis

Jan-Mar Mar-May Summer Autumn

10

Background research Detailed data from background research surveys

Yes Yes Yes Yes

Best practice examples Yes Yes Yes Yes

Criteria Definitions and weight

Yes Yes Yes Yes

Evaluation of your website

Yes Yes Yes Yes

Benchmark analysis Your website compared with selected peers and industry

Yes Yes Optional

Qualitative comparison and extended review

Yes Optional

Presentation Video or on location

Yes Optional

KWD Webranking 2012-2013 reports

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KWD Web Management Report 2012

Download at http://kwd.to/vvsa

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KWD Capital market survey 2012

Business journalists

14%

Inst. investors

22%

Sell side 43%

Buy side 21%

Almost 300 responses from Europe, Asia, North and South America

How do you access the corporate website?

• 30% uses iPad or tablet

• 31% uses smart phones

13

Analysts and investors about corporate websites

Source: KWD Webranking Capital market survey 2012-2013

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.

14

Most requested information by the capital market

Important or

very important

1 Growth drivers (key drivers for growth) 90%

2 Financial presentations from summits, general meetings 86%

3 Latest annual report in PDF 85%

4 Financial figures and key ratios (KPI, yearly comparative) 85%

5 Market share, sector or competitor statistics 83%

6 Financial targets 83%

7 Operational risks 81%

8 Target achievements 80%

9 Latest interim report in PDF 80%

10 Strategy / outline of group strategy 80%


15

Increased in importance since 2010

The most requested IR content on a corporate website 2012 that has increased in importance by the capital market since 2010.

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012

Growth drivers (key drivers forgrowth)

Market share/Sector or competitorstatistics

Operational risks

Target achievements (how well thecompany lives up to its targets)

Strategy/outline of group strategy


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Target fulfillment on most important criteria

• Europe 500 companies and top 100 performing companies in the ranking that provide the most requested IR content by the capital market.

• Largest gap: target achievements

• Swedish top performers better at providing target achievements


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Euro 500

Top 100

Sverige

Sverige topp 20

KWD Career Survey 2012

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KWD Career survey 2012

• 187 responses, primarily researched through social networks groups

• 43% are 25-34 years, 31% 18-24 years

• Education level: Bachelor or higher (Master, PhD, etc) 86%

• 3 out 4 use corporate website as source when looking for job opportunities

• 60% actively look for info about companies in social media

Job opportunities 1. LinkedIn 51% 2. Facebook 21% 3. Twitter 13% 4. Blogs 9% 5. Wikipedia 8%

Information searching 1. LinkedIn 40% 2. Facebook 25% 3. Wikipedia 24% 4. Twitter 15% 5. Blogs 15%

19

Most requested information by the job seekers

1 Job vacancies

2 Compensation and benefit system

3 Student information

4 HR Contacts

5 Employee strategy

20


16th edition of

500 Responses from target

group

900 companies

100 criteria

10 sections

325 Measure points

300 Best practice

examples

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This year the KWD Webranking reveals:

• Companies are responding to shareholder needs but there is still a gap between the information the capital markets require and that which companies provide

• Of the 10 IR content areas identified as most important, interest in strategy has increased the most since 2010

• The best performing companies excel in sharing information about:

• risk management

• growth drivers

• market share and peer information

Source: KWD Webranking 2012-2013

22

Sweden vs Europe 500

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Start page

About us/Company profile

Press

Financial reporting

The share

Investor Relations

Corporate governance

Corporate Responsibility

Career section

Functions and stakeholder

dialogue

FT Euro 500

Sweden

23

Sweden top 20 vs Europe top 100

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Start page


Press

Financial reporting

The share

Investor Relations



Career section


dialogue

Top 100 FT

Euro 500

Sweden top

20

24

Sweden vs Europe all

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Start page


Press

Financial reporting

The share

Investor Relations



Career section


dialogue

FT Euro 500

Sweden

Top 100 FT

Euro 500

Sweden top

20

25

Sweden compared to last year’s results

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sweden 2011-2012

Sweden 2012-2013

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Section by section

27

Importance per sector

Start page 6%

About us 14%

Press 7%

Fin. Reports 10%

Share 7% IR

13%

Corp Gov 12%

Corp Resp 12%

Career 13%

Functions 6%

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Information about the company to all target groups.

Information both detailed and on an overall level.

Most important criteria:

• Geographical spread of production and sales

• Market shares along with competitor statistics

• Group strategy

• Information about the business operations

Top performers in Sweden (86%)

• Trelleborg

• SCA

Sweden average

43%

29 KWD Webranking 2012-2013

Best practice examples – Geographical spread

Norsk Hydro: Interactive way of presenting geographical spread

30

http://www.hydro.com/en/About-Hydro/Hydro-worldwide/Norway/

Best practice examples – Business operations

Wolseley: Great overview with illustrations and key brand logos

31

http://www.wolseley.com/index.asp?pageid=369

Press

Aims at supporting journalists, bloggers and publicists.

By making their research easier and more convenient the company increases its chances of media exposure.

Most important criteria :

• Archive of press releases

• Transcripts from teleconferences

• Filter press releases by time and category

Top performer in Sweden:

• Swedish Match (76%)

Sweden average

27%


Best practice examples – Archive of press release

Swedish Match: • Possibility to filter press

releases • Releases sorted by year • Time stamp on each release in

the listing

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http://www.swedishmatch.com/en/Media/Pressreleases/

http://www.swedishmatch.com/en/Media/Pressreleases/

Best practice examples – Transcripts

Philips: • Transcripts clearly marked in

the list • Transcipts, word by word in

pdf

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http://www.philips.com/about/investor/financialresults/quarterlyresults/index.page

Financial reporting

One of the major purposes of a corporate website is to be an archive of financial information.


• Financial figures and key ratios

• Financial presentations

• The latest annual report in PDF


• Scania (79%)

Sweden average

44%


Best practice examples – Financial figures & KPI

36

http://www.crh.com/investors/key-financials/historical-financial-data

Best practice examples – Latest annual report

37

Best practice examples – Online annual report

Online annual reports: • 66% find the online annual

report important or very important

Assa Abloy: • Userfriendly online version • Download to Excel

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http://www.assaabloy.com/Global/Investors/Annual-Report/online-annual-reports/2011/en/index.html

Best practice – Latest annual report in social media

Wärtsilä: creating an interest through competitions Statoil: informing on Twitter

39

The share

One of the major purposes of a corporate website is to be an archive of financial information.


• Dividend policy information

• Major shareholder information

• Equity analysts estimates and share capital development

Top performer in Sweden

• Swedbank (93%)

Sweden average:

50%


Best practice examples – Major shareholder info

Mol Magyar:

• Clear overview thanks to graphical solution

42

http://ir.mol.hu/en/corporate-governance/ownership-structure/

Best practice examples – Equity analysts estimates

43

http://www.hannover-re.com/ir/share/consensus/index.html

Investor relations

The purpose should be to gain effective communication of financial matters between the company and its stakeholders.

The IR section of the website should contain extensive shareholder information, helping visitors quickly obtain complete information about investment opportunities


• Financial targets and achievements

• A description of company growth drivers

• Information on financial and operational risks


• SCA (82%)

Sweden average:

28%


Best practice examples – Targets & achievements

RBS Group:

• Clear targets and target achievements

• + for the visualisation and motivation

45

Best practice examples – Risk management

Land Securities:

• Thorough presentation of financial and operational risks specific to their industry

46


The higher demand for corporate transparency and increased interest in corporate governance has pushed companies to present more detailed information on this subject.


• Share transactions by insiders

• Group management

• Board of directors and remuneration details

Top performer in Sweden

• Swedish Match (92%)

Sweden average:

54%


Best practice examples – Share transactions

Hannover Re:

• Complete and updated list of insiders and recent transactions

48

Best practice examples – Group management

Ramirent:

• Interactive and fun (!) way of presenting its management team

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http://www.ramirent.com/portal/en/investors/governance/group_management_team/

Corporate responsibility

A well-developed CR section should cover a range of issues, showcasing the company’s code of conduct, their environmental and social targets and performance, certifications, social indicators, indices, memberships and community involvement.


• Code of conduct

• Explanation of CR strategy and link to overall corporate strategy

• Environmental data, targets and target fulfillment

• Supply chain standards

Top performer Sweden

• SCA (79%)

Sweden average:

30%

• Look out for H&H’s press release covering the Swedish CSR results in KWD Webranking 2012-2013


Best practice examples – CR strategy

UPM:

• Detailed description of CR strategy

• Clearly linked to the company’s main strategy

51

Best practice examples – Environmental data

Boliden:

• Several environmental issues

• Future targets

• Achievements

52

Career

More than 3 out of 4 respondents to KWD’s Career Survey 2012, say that they turn to corporate websites when searching for a job.

Most important criteria according to the survey:

• Job vacancies

• Compensation and benefit system

• Student information

• HR Contacts

• Employee strategy

3 top performers in Sweden:

• SCA (78%)

Sweden average:

23%


Best practice examples – Job vacancies

PPR:

• Easy to navigate through categories for

• Job types

• Countries

• Regions

54

Best practice examples – Employee strategy

Tullow Oil:

• Clear strategy and interactive image with additional information

55

http://www.tullowoil.com/index.asp?pageid=167

Functions and stakeholder dialogue

To support website visitors a number of functions


• Webcasts and webcast archives

• Internal search engine

• Subscription service


• Rezidor

Sweden average:

30%

56

Best practice examples – Webcast

Bayer

57

Best practice examples – Internal search engine

Telecom Italia:

58

Corporate communications in social media

• It is not only about being there

• It is about using it!

• 65 of 325 measurements in KWD Webranking 2012-2013 is related to social media and search:

• 51 social media

• 8 Google search

• 6 internal search

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Winners in KWD Webranking 2012-2013 Sweden

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Climbers in Sweden

• Rezidor +11,9

• Hufvudstaden +11,15

• Systemair + 8,95

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3rd best corporate website in Sweden 2012-2013

Improvements in sections such as

company presentation, investor relations and financial reporting has led

to an improvement of 7 positions in KWD Webranking, compared to last year.

Congratulations to Skanska!

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2nd best corporate website in Sweden 2012-2013

With a history of high scores and ranks throughout the years, adding a

state of the art press section and thorough information

about Corporate Governance, the silver goes

to

Swedish Match

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Best corporate website in Sweden 2012-2013

Continuous hard work with the company’s digital communications, this year’s winner excels in several

sections such as Investor Relations, Sustainability and Career.

Hooray for SCA!

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Resultat KWD Webranking Sverige 2012-2013

Rank 2012

Company Score 2012

1 SCA 79,30

2 Swedish Match 71,20

3 Skanska 67,50

4 SKF 67,30

5 Trelleborg 66,40

6 Billerud 64,80

7 Electrolux 63,80

8 Swedbank 63,20

9 Assa Abloy 61,20

10 TeliaSonera 60,80

10 Fabege 60,80

12 Husqvarna 59,70

13 Atlas Copco 58,40

14 Sandvik 57,60

15 Rezidor 57,40

16 Scania 56,50

17 SEB 55,70

18 Securitas 55,60

19 Nordea 55,50

20 Holmen 53,40

Rank 2012

Company Score 2012

21 Boliden 53,30

22 Clas Ohlson 52,70

23 Axfood 52,30

24 Ericsson 51,40

25 Volvo 51,30

26 Oriflame 51,20

27 SSAB 51,10

28 Alfa Laval 49,30

29 SAAB 49,00

30 NCC 47,90

31 Hexagon 47,80

32 Kungsleden 47,00

33 Addtech 45,90

34 Investor 45,20

35 Lundin Petroleum 44,80

36 SkiStar 44,70

36 Systemair 44,70

38 Nobia 44,50

39 Tele2 43,50

40 Hennes & Mauritz 43,20

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Documents

KWD Webranking Sweden 2012-2013