What do analysts and journalists really expect from your website? Best practice and key trends. Challenges and opportunities for 2012. (Phil Marchant, KWD)

1. KWD Webranking 2011
Phil Marchant, Managing Director (UK) | Staffan Lindgren, Managing Director (International)

2. Welcome
• A thank you
• Some points of order

3. KWD Webranking 2011
Step 1 Step 3
Questionnaire to Step 5
Feedback from
the capital market Our ranking
companies
& job seekers
Step 2 Step 4
Interviews with Creation of the
internal experts in criteria
different
fields, IR, CSR etc.

4. Top level criteria
• Home page
• About us / company profile
• Media information
• Financial reporting
• Investor relations
• Corporate governance
• Corporate responsibility
• Careers
• Social media and search
• Functionality

5. What’s next?
Stay here for:
Developing your digital corporate communications
strategy – a case study
Alessandro Bastoni, Telecom Italia
Go to the Boardroom next door for:
From print to digital – moving the Annual Report into
the 21st century
Jonas Jonell, KWD

6. What’s next?
Stay here for:
Corporate social media: breaking the boundaries
Stuart Bartram, Brandex Insight
Go to the Boardroom next door for:
Cookies and the EU privacy directive: what it means for you
Simon Lande, Magus

7. What’s next?
Trends in Digital Sustainability Communication
Tommy Borglund, KW Sustainability Services

8. KWD Webranking 2011
Findings and winners

9. What we’re going to cover
• KWD Webranking 2011 – a reminder of how we do it
• The key findings in 2011
• The winners
• That’s it. Drinks…

10. KWD Webranking
• Oldest and most respected rankings of corporate websites in the world
• Driven by the market, not our personal opinion
• Each year we send out a detailed survey to analysts, investors, business
journalists, SRI analysts and jobseekers. It asks how and why they use
corporate websites and what information and functionality they most
want to see. These answers drive the criteria and weighting of the
ranking
• 120 criteria
• 1,000 corporate websites across the globe ranked for the last 15 years

11. Top level criteria
• Home page
• About us / company profile
• Media information
• Financial reporting
• Investor relations
• Corporate governance
• Corporate responsibility
• Careers
• Social media and search
• Functionality

12. Key findings – KWD Webranking 2011
For the majority of Europe’s biggest 500 companies, the biggest gaps
between what stakeholders want and what the websites are providing are:
• In-depth IR content
• Market share and industry information
• Management profiling
• Company and investment story

13. In-depth IR content
• 87% of respondents wanted information on financial targets and
achievements
• Only 10 of the 500 companies provided both in detail

14. In-depth IR content
87% of respondents wanted information on company’s financial targets and achievements
Only 10 of the 500 companies provided both in detail

15. In-depth IR content
• Many respondents also keen on profiling information on the company’s
industry, regulation and also market share
• 68% of the 500 failed to provide this information

16. In-depth IR content
Many respondents also keen on profiling information on the company’s industry, regulation and also market share
68% of the 500 failed to provide this information

17. Management profiling
In the current climate, key audiences want to get underneath the skin of
management
Yet vast majority of European corporate websites offer just a dull, short “two
cats and lives in Surrey” biography
But this is the change to converge CEO information:
• Skills, experience, CV
• Thought leadership pieces
• Interviews
• Press cuttings
• His / her views on the company
• Q&A
• Company and industry presentations

18. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CV
Thought leadership pieces
Interviews
Press cuttings
His / her views on the company
Q&A
Company and industry presentations

19. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CV
Thought leadership pieces
Interviews
Press cuttings
His / her views on the company
Q&A
Company and industry presentations

20. Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CV
Thought leadership pieces
Interviews
Press cuttings
His / her views on the company
Q&A
Company and industry presentations

21. Company and investment story
• A unified company story across the whole site
• Entwined and embedded throughout content, images, key messages,
case studies, multimedia
• Very few sites do this successfully
• Majority have a bold statement on the home page with no further detail,
or the visitor is expected to do the work and piece it together from the
vast amount of information on the corporate site

22. Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work
and piece it together from the vast amount of information on the corporate site

23. Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work
and piece it together from the vast amount of information on the corporate site

24. Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work
and piece it together from the vast amount of information on the corporate site

25. Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work
and piece it together from the vast amount of information on the corporate site

26. Other key findings in Europe
• 80% want information on Risk Management – 70% don’t provide it
• Most companies slow to encourage or engage in stakeholder dialogue –
even simply through offering feedback – or properly maintained and
relevant corporate social media channels
• Group careers portals becoming relevant with large companies with
disparate operating companies
• Interactive press sections with multimedia becoming more prevalent, and
we are seeing the start of full social media newsrooms

27. KWD Webranking 2011
The top ranked websites

28. KWD Webranking 2011 – UK results
Top ranked UK website:

29. KWD Webranking 2011 – UK results
Home page
100%
Centrica
90%
Functionality About us
UK average 80%
70%
60%
50%
40%
Social media & search 30% Press
20%
10%
0%
Careers Financial reporting
Corporate Responsibility Investor relations
Corporate Governance

30. KWD Webranking 2011 – UK results

31. KWD Webranking 2011 – Europe results
No.3 website in Europe:

32. KWD Webranking 2011 – Europe results
No.3 website in Europe:

33. KWD Webranking 2011 – Europe results
No.2 website in Europe:

34. KWD Webranking 2011 – Europe results
No.2 website in Europe:

35. KWD Webranking 2011 – Europe results
Top ranked European website:

36. KWD Webranking 2011 – Europe results
Home page
100%
Telecom Italia 90%
Functionality About us
Europe average 80%
70%
60%
50%
40%
Social media & search 30% Press
20%
10%
0%
Careers Financial reporting
Corporate Responsibility Investor relations
Corporate Governance

37. KWD Webranking 2011 – Europe results
Top ranked European website:

38. KWD Webranking 2011
Thank you!