How do you measure the success and effectiveness of IR online? This presentation was part of a larger presentation by King Worldwide and our sister companies Taylor Rafferty and Capital Precision at DIRK in Frankfurt 2010.

1. Measuring the
success of IR online
DIRK, Frankfurt
18 May 2010
Online corporate communication

2. Online corporate communication
Websites Search Social media
2010-05-18
Helena Wennergren

3. Use your website as source to measure
effectiveness and success
Web statistics and analytics External rankings
• Numbers • Let others do the job for you –
j y
• Trend more important than but be sure to know what they are
numbers ranking and what they base their
• Expect increase during reports research on
and other important events
• Who is visiting • H&H Webranking survey what the
• Where do they come from – capital market – investors,
banks, investors etc
b k i analysts and journalist in Europe
and the US – expect to find on
• What do they do – e.g.
corporate websites and how they
• Download of annual report g
go about to find it
• Visits to online annual report
• Visits to contact information
page
+ Get heads up on emerging + Know what information to add
topics and how!
+ Improve website structure
2010-05-18
Helena Wennergren

4. Take control over the
search result pages
FACTS
People are more on other websites
than yours
Use of search is constantly growing
The search result pages is becoming
“the company in brief”
WHAT DO YOU DO ABOUT IT?
Monitor your online presence on a
regular basis
Decide what to achieve outside your
own website and take appropriate
action
Create an online platform – before a
crisis
2010-05-18
Helena Wennergren

5. Online reputation
Individual
I di id l or corporate levels
t l l
From the result of the H&H Webranking
How the CEO or the company is questionnaire to analysts, investors and
perceived in other online business journalists 2009
channels than those controlled
by you Do you search for information about listed
companies in other channels than the
How visible is the company s
company’s website?
CEO/company
Monitoring and analyzing the Yes 91% No
perception and visibility Yes
Y
No 7%
What is being said about you –
what do you want them to say? No
2%
Who is saying something – who answer
do you want to be engaged?
Are you engaged in that
conversation?
2010-05-18
Helena Wennergren

6. Summary: Measuring effectiveness online
Websites Search Social media
Who and what Take control over the search What do you want them to
result pages say – and what are they
saying
2010-05-18
Helena Wennergren

7. Helena Wennergren
Senior Partner
helena.wennergren@halvarsson.com
www.halvarsson.com
+44 7540 914 641
Online corporate communication