Download pdf - The corporate website in evolution the tough choices you have to make - Joakim Lundquist

15TH EUROPEAN SEMINAR ON

DIGITAL CORPORATE COMMUNICATIONS

THE CORPORATE WEBSITE IN

EVOLUTION: THE TOUGH CHOICES YOU

HAVE TO MAKE

Joakim LundquistCEO of Lundquist

15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS

Guiding your digital corporate communications


New research

bit.ly/WRSwitzerland16Listedbit.ly/WRItalyNonListed16bit.ly/WRItaly16


To be released

WR Europe anno scorso SUI non listed


Bilanz

http://bit.ly/BilanzSwitzerlandListedWR


Corriere Economia


Thanks to our sponsors

Founded in Copenhagen in 2003,

Siteimprove is a global software

company focused on web

governance with a strong suite of

SaaS based software products that

allow customers to effectively

manage content on corporate

websites.

siteimprove.com


Thanks to our sponsors



What‘s trending and what‘s not…


24%36%

40%

Averages and pass rates

63%

31%

6%

54%

36%

10%

Passed (50 points or more) Held back (between 30 and 50 points) Failed (less than 30 points)

ITALY LISTED ITALY NON-LISTED SWITZERLAND LISTED

2016 2016 2016

Average: +0.2 Average: +0.5 Average: +0.3

Trend: stable


Life cycle ratio of websites

13% renewing

rate 8 years

ITALY NON-LISTED

9.8% renewing

rate 10 years

SWITZERLAND LISTED

17% renewing

rate 6 years

ITALY LISTED

Trend:


CSR reporting

32% up from 30% last

year

ITALY NON-LISTED

71% up for the past 2

years, from 48%

(last year 68%)

SWITZERLAND LISTED

51% stable compared

to last year

ITALY LISTED

Trend: stable


Mobile websites

48%up from 24%

last year

ITALY NON-LISTED

63%up from 53%

last year

SWITZERLAND LISTED

70%up from 47%

last year

ITALY LISTED

Trend: up


Interactive annual reports (replica)

Europe Investor needs

Down by

25%

Prefer to read on screen

Printed version

Interactive report

Trend: down


Sectors Chemicals and Insurance

Chemicals upfrom 48.5%

Insurance upfrom 45.9%

Trend: up


Success not a matter of size

30% of top 10 are

smaller companies

by market cap

SWITZERLAND LISTED

50% of top 10 are

smaller companies

by market cap

ITALY LISTED

Trend:


Communication on social media has moved beyond publishingpress releases but remains still mostly a one-way

communication from company to stakeholder

Social media is still “push”Trend: stable


Strategy presentationwith concrete actions

11%down from 12%

last year

ITALY NON-LISTED

31%up from 21%

last year

SWITZERLAND LISTED

40%same as

last year

ITALY LISTED

Trend: stable


Storytelling

Italylisted

Trend: up


Storytelling

Switzerlandlisted

Trend: up


Storytelling


Storytelling: From techniques to

substance


At the crossroad:

The corporate website moving forward… Two alternative roads


1. External perspective


License to communicate


2. Internal perspective


Integrated Content Strategy =

Unlocking your communications


1. The state of the art – what is trending and

what isn’t

2. Where I should focus my attention

3. Convincing your management to commit

Main takeaways…


INTEGRATED CONTENT STRATEGY: BALANCING INTERNAL AND EXTERNAL PERSPECTIVES

EXTERNAL EXPECTATIONS

(user expectations, market context)

COMPANY’S

MESSAGES AND

PRIORITIES


The evolution of the corporate website leading to Integrated Content Strategy

INTEGRATED CONTENT STRATEGY


The evolution of the corporate website

STORYTELLING

STORYTELLING


1. Makes your hard choices

2. Gives you "license” to communicate

3. Makes you more authentic and relevant

What Integrated Content Strategy does for you

INTEGRATED CONTENT STRATEGY

PUT INTO ACTION

&

WEBRANKING AWARDS 2016

ITALY & SWITZERLAND

15TH EUROPEAN SEMINAR ON

DIGITAL CORPORATE COMMUNICATIONS