FT Bowen Craggs Index 2013

Corporate online effectiveness 2013Highlights from the Ft Bowen Craggs Index

Bowen Craggs & Co limitedPo Box 20895london se22 9YY, United Kingdom

www.bowencraggs.com

© Bowen Craggs & Co 2013

ContaCt DetaIls

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http://www.bowencraggs.com/

http://bowencraggs.com/ftindex

1FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013

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Foreword

The Index of corporate online effectiveness is a once-a-year snapshot of how well the world’s largest companies by market capitalisation use their websites, mobile and social channels, and apps to support their business objectives.

Now in its seventh year it draws on detailed company reports and best practice that are painstakingly researched and compiled throughout the year to form a unique ‘living’ database unparalleled as a tool for continuous improvement.

Contents

Foreword 1What and who the Index judges 2Methodology 4David Bowen’s keynotes 6overall rankings 8-11Mobile adoption 12Regional rankings 13-15top performer tables 16 Integrating social media 17 Governing a web estate 18 Delivering corporate messages 19 serving professional audiences 20 attracting talent 21 Helping information seekers 22 Making a mark on the Index 23about Bowen Craggs & Co 24

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FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 20132 3FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 2013

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what and who the index judges

The Index of corporate online effectiveness is a ranking – in fact many rankings – but the real aim is not to stimulate praise, blame or panic among the featured companies or the wider constituency of large organisations with online estates. Its purpose is to show what should be done (and what should not be done) to make a website and a company’s other online communication channels as effective as possible.

A large company’s online presence is an expensive thing – for some the cost runs into tens of millions of dollars a year and increasingly must incorporate mobile sites and corporate apps as well as the ‘core’ website. But while the return on the investment is hard to pin down, the web’s status as a mass medium makes it an essential part of the communications mix.

What is needed is a way of judging whether an online presence is as good as it can be – that is, it is doing all the things it could be doing as well as it can do them. And – at least as important – to see who is doing better so that best practice can be observed and adopted or adapted. These are the jobs the FT Bowen Craggs Index is attempting to fulfil.

Two features make this Index unlike other rankings. First, it takes an overall view. It looks at the different (and often complex) jobs online channels are asked to do, and assesses how well they do them. Although there are considerable differences in emphasis, these tasks are much the same for all companies.

Second, the methodology is based on the judgement of experts, rather than a ‘check box’ approach: websites and their related channels are too complex to be measured in a simple way (see Methodology, p4, for more).


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methodology

The FT Bowen Craggs Index uses a methodology developed to benchmark corporate online estates in great detail. The metrics are divided into two groups: overall and specific. The five specific metrics concentrate on how well the site serves different groups. The three overall metrics cover navigation and coherence; visual and content messages; and ease of making contact and enquiries. Use of social media is considered within the context of each metric.

Each metric is sub-divided and the same questions asked of each site. We do not, however, use a checklist approach: our analysts are all experts on the corporate web and are trained to ask first what should be provided, and only then to judge how well it is provided. ‘Appropriate’ is the key word. A review typically takes 20 hours and is carefully documented in our million-word database.

What constitutes a top-class corporate online presence? First, you can move around the website easily without losing your bearings, and it is intelligently integrated with other communication channels, online and off. This is a sign both of good construction and good governance – that is, the web presence is run according to well-observed rules and processes. Second, the best sites do all the jobs they could be doing; they offer a high quality service to all stakeholders. Third, they make good use of web technology and the proliferation of channels. For the past two years the methodology has integrated coverage of mobile websites and corporate apps.

Companies included in the Index are taken from the FT Global 500, ranked by market capitalisation. The top 25 from each of the US, Europe and the rest of the world (including Russia) are indexed along with retained high performers*. The only company excluded is Berkshire Hathaway, which chooses not to use the web in a conventional way. We look at the entire presence, covering non-English content where it is important to do so. Chinese-, Japanese- and Russian-speaking associates are used to check relevant areas.

* Nine companies that were placed in the Index’s top 50 last year but were pushed out of the core this year by a relative decline in their market value have been retained. The reason harks back to the underlying purpose of the Index to identify and highlight best practice: the nine’s previous high ranking means they merit a continued interest in the development of their online presence.


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david Bowen’s keynotes

The biggest corporations in the world are taking a new interest in online communications thanks to the latest commercial ‘must have’: a mobile web strategy. There is more activity now than there has been for several years, but the same drag as ever continues to hold companies back: a serious lack of senior management understanding and engagement.

This is the seventh year we have produced the FT Bowen Craggs Index. A year ago we were pessimistic because many companies were losing grip, allowing websites and social media channels to proliferate without control or commercial logic.

Channel proliferation is still a big problem, but there is encouraging evidence that social media and the web are much better integrated. We have moved on to a new big trend – a potential bandwagon that is already looking unsure on its tracks.

As the chart on page 12 shows, almost half the companies in the Index now have mobile sites. The excitement, though, comes from the few that have relaunched with ‘responsive’ designs – which reconfigure automatically to any screen size. A brilliant idea – but our analysis shows that none of them works wonderfully, and some are close to disastrous.

The Premier League of corporate sites is packed tighter than ever, joined by companies such as Nestlé and GlaxoSmithKline that polished (Nestlé) or relaunched (GSK) their way up the ranking. Sectors with reputation issues – oil, pharmaceutical – feature heavily: the internet is the best place for them to present their best face.

But that will only happen if senior managers accept that a powerful online estate must be guided from the centre. Many Europeans do. Americans in general do not: fragmented management and wholesale outsourcing still rule. That, we believe, is why the highest US company ranks only 17 in the Index. A shame, because some of the best stuff comes from the US. Coca-Cola has the most intriguing new site in the ranking, General Electric buzzes with excitement, Google uses its own technology to bring its corporate story alive.

Elsewhere, the Russians and Brazilians continue to improve. Chinese companies still lag but for once we can report a great leap forward. China Mobile, so long in last place, has a greatly improved site. Will other Chinese giants now perhaps awake?


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regional rankings

We divide the companies into three regions to provide a good global spread (see Methodology, page 4). There is a clear broad order: Europe, then the US, then Rest of world. But within Europe there are some interesting country patterns: the most effective sites are from the UK or UK/Netherlands (six of the top 15), Germany (four) and Switzerland (three). Italy has only one site in the Index – but it is at number one.

usCompany

IBMMicrosoftProcter & GambleCoca-Cola GoogleChevronGeneral ElectricCisco SystemsQualcommWal-Mart Stores PepsiCo Intel CorporationPhilip Morris InternationalGoldman SachsSchlumbergerExxonMobilCitigroupJohnson & JohnsonAT&TPfizerWells FargoMerckAppleOracleBank of AmericaHewlett-PackardJPMorgan Chase & CoVerizon Communications

2012

200189196184183193191187

186184187 182173172167167181174176166172169166149169160163

moBile adoption

Mobile web is this year’s big thing: about 40 per cent of Index companies now have sites that adapt for smartphones. There are two approaches. The biggest slice (22) have separate mobile sites – cutdown versions of the main site. Three have separate sites that work for only part of the corporate site.

Then there are the new responsive sites, which reconfigure automatically to screen size. Six are fully responsive – relaunched from scratch – while five have made a start. The jury is out on which model will win – or maybe neither will?

how companies are approaching the mobile web

2013

195194193192191190188187186184182181179176176175174174172172171169168167165163162155

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rate

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Newcomers shown in italics


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rankings by region

rest of worldCompany

Rio TintoCommonwealth Bank of AustraliaSberbank of RussiaValeGazpromToyotaBHP BillitonPetrobrasAmbevSamsung ElectronicsItaú UnibancoTaiwan Semiconductor ManufacturingRoyal Bank of CanadaRosneftToronto Dominion BankSaudi Basic IndustriesChina Mobile Industrial & Commercial Bank of ChinaBank of ChinaChina Life InsuranceChina Construction BankPetroChinaChina Shenhua EnergySinopecAgricultural Bank of ChinaCNOOC

2012

197185180163175175169174170161149

168144

142105145135128133132127117124107

Europe dominates overall scores, but specific metrics

tell a much more mixed story – as the following pages show

2013

201195181180178177176176169162156156154153153152143143136135133127124122121107

Newcomers shown in italics

europeCompany

BPEniSAPSiemensRoyal Dutch ShellUnileverNestléRocheNovartisGlaxoSmithKlineBASFBritish American TobaccoAstraZenecaDaimlerNovo NordiskSanofiStatoilL’OrealVodafoneBNP ParibasHSBCTotalE.ONBarclaysBG GroupTelefonicaAnheuser-Busch InBevVolkswagenBanco SantanderLVMH

2012

213211

211219207198208205186204206196195

192192

184182187188184184172170163

158148

2013

215215215214213213207207206203202201197196196192188186186184184184183182176176163155152152


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top perFormers

visibility, improvers [max 6]

Company

AmbevSanofiBG GroupBNP ParibasExxonMobilGazpromPepsiCoToyotaUnilever

2013

555555555

2012

334444444

As well as its overall ranking the Index is a kaleidoscope of many different rankings. Individually they show how well (or badly) companies carry out the specific tasks that a website and online estate must undertake. But they can also be considered as separate lenses that when combined bring focus to a wider issue, such as the degree of social media integration (as on the page opposite, where high scoring in the three chosen metrics is reflective of smart use of social media).

The Bowen Craggs Index online database allows limitless interrogation of the numbers, as well as access to the underlying reports. On the following pages we illustrate some of the ways in which the rankings can be ‘sliced and diced’ to shed further light on the top performers.

integrating soCial media

keeping in touch with journalists [6]

Company

GazpromGeneral ElectricGoldman SachsIBMMicrosoftNestléNovartisNovo NordiskPetrobrasProcter & GambleRocheSAPSiemensUnileverWells Fargo

2013

555555555555555

2012

4555555na555na553

added-value recruitment content [8]

Company

Goldman SachsGoogleIntel Corporation

2013

777

2012

677


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Building a reputation for responsibility [16], improvers Company

Saudi Basic IndustriesGlaxoSmithKlineEniExxonMobilWal-Mart StoresMerckValeSinopec

home page [12], top-scoring improvers

Company

RocheWal-Mart StoresCoca-ColaGlaxoSmithKlineItaú UnibancoNestléRio TintoSchlumbergerSiemensVale

delivering Corporate messages

governing a weB estate

navigation [16]

Company

VodafoneBritish American TobaccoCommonwealth Bank of AustraliaGlaxoSmithKlineNestléNovartisPhilip Morris InternationalProcter & GambleRio TintoUnilever

2013

15141414141414141414

2012

14141314131414141413

integration of subsidiary sites [12]

Company

IBMIntel CorporationNovartisRoyal Dutch ShellSanofi

2013

1414141414

2012

1413141414

visual impact [12]

Company

Coca-ColaEniRoyal Dutch ShellSAPSiemensStatoil

2013

111111111111

2012

101111na1111

2013

11111010101010101010

2012

101097999899

Company information [12]

Company

ChevronDaimlerEniRocheStatoil

2013

1111111111

2012

1110101111

2013

91413131312118

2012

6121111111096


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journalists, news release service [12] Company

Cisco SystemsProcter & GambleSiemensDaimlerSAPStatoilVale

Corporate social responsibility professionals [10] Company

BPEniNestléRio TintoUnilever

2013

99999

2012

98798

attraCting talentserving proFessional audienCes

investment analysts who know the company [12] Company

CitigroupValeVodafoneAstraZenecaBPBritish American TobaccoCommonwealth Bank of AustraliaEniIntel CorporationNestléRosneftRoyal Dutch ShellUnilever

2013

11111110101010101010101010

2012

111110101010910109101110

2013

11111110101010

2012

11101110na99

vacancies service [12], top-scoring improvers Company

StatoilBNP ParibasCoca-ColaGooglePfizerRoyal Bank of CanadaMerckNestléSberbank of RussiaUnileverVale

2013

11101010101099999

2012

109989977887

information for college leavers [12] Company

BarclaysCommonwealth Bank of AustraliaGoldman SachsGoogleNovo NordiskSiemensUnilever Wells Fargo

2013

1010101010101010

2012

9101010na998

added-value recruitment content [8], improvers Company

PetrobrasTelefonicaWells FargoChevronOracle

2013

66655

2012

44433


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making a mark on the index

helping inFormation seekers

internal search engine [6], poorest

Company

Banco SantanderBHP BillitonBNP ParibasChina MobileChina Shenhua EnergyJPMorgan Chase & CoRoyal Dutch Shell

2013

1111111

2012

1121142

Contact information [12]

Company

EniBPBritish American TobaccoChevronCitigroupCoca-ColaNovartisQualcommSiemens

2013

111010101010101010

2012

10101010101010na10

Customer journeys [12], from home page Company

Commonwealth Bank of AustraliaHSBCItaú UnibancoMicrosoftOracleRoyal Dutch ShellSiemens

2013

10101010101010

2012

10101011101010

Biggest improvers

Company

China MobileGlaxoSmithKlineBank of AmericaSaudi Basic IndustriesNestléRosneftExxonMobilGoogle

2013

143203165152207153175191

+

381716109988

Biggest backtrackers Company

Royal Bank of CanadaVerizon CommunicationsJohnson & JohnsonHewlett-PackardIntel CorporationRoyal Dutch Shell

2013

154155174163 181213

-

14876 66

Best newcomers

Company

SAPNovo NordiskL’OrealQualcommTaiwan Semiconductor MaunfacturingVolkswagenToronto Dominion Bank

2013

215196186186156155153

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1=14=28=28=65=6770=

FT Bowen Craggs Index of corporate online effectiveness © Bowen Craggs & Co 201324

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aBout Bowen Craggs & Co

Bowen Craggs & Co is a unique research and consultancy group. We help you improve your online effectiveness – principally websites, social media, mobile web and apps.

Our company advises many of the world’s largest corporations and other big organisations on their digital communications strategies. We have more than 50 Global Fortune 500 clients; 23 companies we have produced work for appear in the current FT Bowen Craggs Index. Our association with them has not affected the scoring: we have no interest in marking them either up or down.

You can also rely on the independence of our advice, because we do not build websites. What we do is help you improve your effectiveness with strategy, expert reviews, market research, measurement and best practice.

subscribe to the complete Ft Bowen Craggs index

Subscribers to our Index database get exclusive access to scores and commentary for all companies in the Index plus best practice from the top performers. Your company need not feature in the Index for you to use the service: www.bowencraggs.com/ftindex.

visit our website for ideas

Get best (and worst) practice tips and commentaries from the online world, with our unique evaluation of their significance and value to corporate communications. Sign-up for our free newsletter at bowencraggs.com.

web effectiveness network and conference

Our networking group for online communications professionals operates across private, public and non-governmental sectors and has almost 500 members worldwide. Need to know how others deal with specific issues? Ask the group and get real answers, fast. Meet fellow members at our regular gatherings.For more information, visit www.webeffectivenessnetwork.com and www.webeffectivenessconference.com.

If you would like to know more about Bowen Craggs & Co, visit www.bowencraggs.com or contact Dan Drury

e-mail: [email protected]: +44 20 7193 7554

ContaCt DetaIls

http://www.bowencraggs.com/

http://www.webeffectivenessconference.com/

http://www.webeffectivenessnetwork.com/

http://www.bowencraggs.com/ftindex

Date post:	13-Jun-2015
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FT Bowen Craggs Index 2013

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