1. H&H Webranking 2010
The yardstick for corporate websites since 1997

2. 2

3. Online corporate
Online corporate
communications
i ti
spec a sts
specialists

4. Evidence based
advice
d i

5. Research strategy
Research, strategy
Research, strategy
and execution
and execution
d ti

6. KWD Webranking

7. companies incl Global 100

8. rankings of
rankings of websites

9. individual judgements

10. business sectors
business sectors

11. countries

12. responses

13. KWD Webranking –
KWD Webranking – market driven research
Step 1 Step 3
Questionnaire to Step 5
Feedback from
the capital market Ranking!
companies
& job seekers
Step 2 Step 4
Interviews with Creation of the
internal experts in protocol
different fields, IR, 127 in 10 sections -
CSR etc. 2010

14. KWD Webranking since
KWD Webranking since 1997
Year Winner Score
1997 Ericsson 64
Time line
• 1997 First ranking: Sweden
1998 NCC 79,75
• 122 companies (30 lacked a website) 1999 Ericsson 76
• 2000 + Nordic region
g 2000 SCA 81
• 600 companies 2001 Volvo 73
• 2001 + FT 150 2002 SCA 80
• 900 companies
2003 StoraEnso
St E 84,25
8
• 2007 + Eastern Europe & Russia
2004 SCA 89
• 700 companies
• 2009 + The Gulf region and FT 500 2005 TNT 83,75
• 900 companies 2006 TNT 88,75
• 2010 + FT Global 100 Telecom
2007 89
• 960 companies Italia
2008 Eni 85,25
2009 Eni 89
2010 ? 87,75
87 75

15. 2010

16. Important events during 2010
• Global 100
• Targeted CSR analysts
• Also from Asia and USA
• Social Media & Search
• New Section in the survey
• Cooperation with SINÓPTICA
• In Spain & Portugal
• Higher quality in the rankings
• M ff
More staff, more control functions in the
l f i i h
software
• Increased analytical approach in the reports
• H&H Webranking – KWD Webranking

17. Feedback from the companies
• 161 companies answered
• 73 % said that the website will be more
important
• 62 % would put more emphasis on social media
• 40 % would receive increased budgets
• Which sections or parts of the corporate website
would you like to improve in 2010?

18. Feedback from the capital market
363 analysts, investors & journalists answered
y j
• 80 % Are constantly online
• 79 % Visit your (corporate websites) website more than one time a day
• 97% Consider the corporate website as the main communication channel
• 73 % Owns a smart phone
• 48 % Use the phone professionally to find corporate information
• 29 % Search for information in social media
• 45% among journalists

19. Top‐ Market demands
Top‐10 Market demands
1. Financial reports, annual reports and quarterly reports
2. Archives: For annual reports, quarterly reports and press releases. Archives that cover many
different types of document are requested
3. Fi
Financial calendar
i l l d
4. Presentations, from quarterly presentations, investor meetings and similar
5. Last press release, in the press section but also easily found directly on the start page
5 Last press release in the press section b t also easil fo nd directl on the start page
6. Information about the owners of the company
7. Loading time, a slow web site are considered irritating to the public;
7 Loading time a slow web site are considered irritating to the public;
8. Financial targets & achievement
9. Contact information, personal contacts are requested to a greater degree than general contacts
9 Contact information personal contacts are requested to a greater degree than general contacts
10. The company's debt and bond programs.

20. Feedback from job seekers
208 job seekers answered
• 36% Consider the corporate website as the main source for
vacancies
• 27% Career focused websites Monster Adecco etc
27% Career focused websites, Monster, Adecco etc.
• 26% Newspapers and magazines
• 37% Search for job vacancies in social media
• 48% among people over 25
• 63 % Search for information about companies in social media
• 71% among people over 25

21. Top‐5 demands from job
Top‐5 demands from job seekers
1. Promotion opportunities and competence development
2. Job vacancies
3. Student information
4. Compensations and benefit system
5. Diversity and equal opportunities policy

22. KWD Webranking questionnaire 2010
Technology Technology
Contact & Calendar is now
Functions integrated under different Functions
Start page sections Start page
General info Still focus on Financial General info
Information
Press Press
Risk, debt etc.
Financial info
Fi i l i f Financial info
Information with a forward spin
Corp Governance Corp Governance
Social Media is now an
CSR integrated part of the protocol CSR
Contact Mobile sites Career
Calendar
l d Social Media &
S i l M di &
Search
Career

23. Conclusion, results 2010
• Average score increased in 2010, 48,3 (43,3)
• The 2009 protocol was much tougher due to the crisis
• The increased average 2010 mostly due to more activities in less sensitive
areas.
• Social media is more integrated
• Social Newsrooms
• More links between the website and social media
• More companies use social media as a “real” communication channel , not only
p , y
as a passive archive
• Still few “live” websites
• C if th it’ Ch i t
Can you see if there it’s Christmas or summer on the websites?
th b it ?

24. Europe vs
Europe vs global
Europeans ‐ hi h t h i l t d d
E higher technical standard,
Europe Global more company related and financial
Section Max 500
5 100 information
Design & Technology 12,75 74,3% 71,4% Direct dialogue even for legally restricted
Functions 10,75 38,6% 37,9% areas
Start Page 5,25 69,2% 65,1%
General Information 10 47,2% 40,9% The Global companies are better in using
Press 7,25 39,8% 39,9% social media and have stronger career and
Financial Information 33,25 43,4% 37,3% CSR‐sections
CSR ti
Corporate Governance 6,5 41,4% 34,0%
Investors used to download from EDGAR
CSR 4,25 41,6% 47,9%
Employer branding
l b d 6 38,6% 45,0% CSR‐reports and environmental
Social Media & Search 4 56,9% 68,4% achievements
Promotion & compensation opportunities
and Diversity discussion much more
common on the Global list

25. Average
g
Rank Country 2010 Diff
Countries 1
2
3
Finland
Germany
Netherlands
58
53,9
53,2
4,3
3,9
3,5
4 Denmark
D k 52,2 3,6
6
5 Sweden 51 3,1
6 Norway 50,3 4,3
7 UK 48,8 4,3
Finland wins again! 8 Switzerland 4 ,9
46,9 1,9
,9
9 Belgium 44,4 8,2
10 France 43,9 8,4
Manages to increase the gap 11 Austria 42,8 ‐0,6
12 Portugal 42,2 7,4
Nordic countries dominates to top
N di i d i 13
14
Spain
S i
USA
41,8
8
41,7
7,6
New
6
15 Japan 39,8 New
USA, best non‐European country 16
177
Italy
Ireland
39,6
37,9
3
7
18 Poland 36,2 5,5
Lack of English content ‐ one reason 19 Greece 35,9 5,8
20 Turkey 33,5 6,4
for a lower position
p 21 Russia 33,5 4,5
22 China
Chi 29,4 New
N
United Arab
23 21,2 New
Emirates
24 Bahrain 20,3 New
5
25 Gulf 19,9
9,9 New
26 Kuwait 19,2 New
27 Qatar 18,9 New
28 Saudi Arabia 18,4 New
Europe 500 48,3 5
Global 100 45,7 New

26. The ideal website…
The ideal website…
Average A combination of Dutch
Section Best country
y Score Score
functions with British
Design & Technology UK 10.3 8.4
design. The content should
Functions The Netherlands 5.1 2.9 be done by Fins and
Start page Finland 4.1 3.1 Germans and the leave it
About the company Finland 5.7 3.7
up to the Americans to
Press Germany 3.5 2.2
promote the site in Social
Financial information Finland 20.7 11.5
Media and Goggle
Corporate Governance Finland 4.8 2.0
CSR UK 2.1 1.1 Two highest score for the
Employer branding Germany 3.1 1.5 UK!
Social meda and search USA 3.2 2.0

27. Social m
Social media
Large differences in some media
Social Media Euro 500 USA UK
Linked In 92,8% 97,3% 98%
YouTube 52,4% 86,5% 56,6%
Facebook 48,1% 89,2% 53,5%
USA miles ahead in YouTube,
USA miles ahead in YouTube
twitter 38,2% 73% 47,5% Facebook & Twitter
flickr 29,7% 54,1% 35,4% Tradition of communicating in
iTunes 20% 56,8% 19,2% social media
Slideshare 11,5% 29,7% 10,1%
Scribd 4,3% 16,2% 5,1% Well known CEOs
W ll k CEO
Created in the US

28. Questions?
Questions?