KWD Webranking 2013-2014 – what’s new

Webinar 10 July 2013

Helena Wennergren, Director

Agenda

• The process of KWD Webranking

• Key dates 2013

• Background research

• Web Management Report

• Capital Market Survey

• Career Survey

• Changes this year

• Sections and critiera

• Results lists

• The reports

• Questions

KWD Webranking by KW Digital – the process

Step 1 Feedback and input from companies through the web manager survey

Step 2 Interviews with experts in different fields: IR, CSR etc

Step 3 Surveys to the capital market & job seekers

Step 4 Creation of the criteria

Step 5 Ranking of corporate websites

Jan-Mar Mar-May Summer Autumn

Step 6 Results, reports & awards

KWD Webranking 2013-2014

Key dates

Ranking starts Ranking ends

June 3rd August 16

Preliminary launch of first results

Mid-October

First delivery of pre-ordered reports

November 1

Made major changes on your website we should know about? Send an email with links

to kwdwebranking@kw-digital.com before August 9!

August 9

Awards and events

Background research

Web Management Report 2013 – Highlights

Source: KW Digital Web Management Report 2013

Web Management Report 2013 – improvement areas

Source: KW Digital Web Management Report 2013

Web Management Report 2013 – responsive design

• Traffic from mobile devices is increasing

• 5% in 2011

• 17% in 2013

• Companies are also beginning to prioritize responsive design

• Only 10 of Europe’s 100 largest companies has a responsive website

• But 10 times as many as last year!

10 of Europe’s 100

largest companies has a

responsive website

Source: KW Digital Web Management Report 2013

Web Management Report 2013 – social media

Source: KW Digital Web Management Report 2013

Capital market survey 2013 – highlights

• 239 respondents from Europe, Asia, North and South America

• Business journalists 39%

• Sell-side 24%

• Institutional investors 13%

• Buy side 11%

• Other 13%

• Most important information according to the capital market

• Financial reports in different formats

• Fast facts with key information

• Press releases

• Growth drivers

• Market share/Sector or competitor statistics

Source: KW Digital Capital market survey 2013

Capital market survey – sources

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

How important are ... for information about listed companies? On a scale from 1-5

3-5

4-5

Source: KW Digital Capital market survey 2013

Capital market survey – annual reports

89%

70%

14%

On website

Printed

From app

How do you read annual reports?

Source: KW Digital Capital market survey 2013

Capital market survey 2013 – finding information

91% find it very important that

it’s easy to find detailed information

83% find it very important that

it's easy to find summarized information

Detailed information

Summarized information

Importance 4 or 5, on a scale from 1-5

Importance 1,2 or 3, on a scale from 1-5

Source: KW Digital Capital market survey 2013

Capital market survey – visuals

77% think it's important that the

website is appealing

Appealing

76% find it important with

illustrations and/or interactivity to support content

Illustrations/ interactivity

Importance 4 or 5, on a scale from 1-5

Importance 3

Importance 1 or 2

Source: KW Digital Capital market survey 2013

Voices on corporate websites

• The business journalists • The analysts and investors

Especially search functions often lack accuracy. A lot of information is hidden to deep in the different menus.

Would like to see more details about operations: location of plants, other facilities.

not enough detailed information and often detailed information hard to find on the website

Many are over-designed, with too much Flash, which makes it impossible to scrape text and tables.

I love to get some more detailed data without any contact to IR through email etc.

Many companies allow stale information on their site

There is a general lack of simplicity and transparency, and a strong need of standardisation.

reduce complexity

Source: KW Digital Capital market survey 2013

Career survey 2013 – the respondents

161 respondents from Europe

• Age

• 25-34 65.1%

• 35-44 26.4%

• Education

• Bachelor's degree 32.30%

• Master's degree 44.72%

• Work experience

• 3-5 years 21.74%

• 6-10 years 22.36%

• 11-15 years 16.15%

• 16-20 years 7.45%

• The corporate website is also more trustworthy than LinkedIn or Facebook company pages

Rate the most important sources when

searching for a job (1-5)

Average 3-5 4-5

Corporate websites

4,17 92,4%

77,7%

Friends and family

3,85 87,8% 68,6%

Career focused websites such as Monster, Adecco

3,51 77,7% 56,0%

LinkedIn company pages

3,40 76,0% 53,3%

Source: KW Digital Career survey 2013

Career survey – highlights

88% wants to find brief

information quickly

72% wants detailed information

88% thinks it’s important that

the website is appealing

Search for information about

potential employers and vacancies in social media

65%

Source: KW Digital Career survey 2013

Career survey – importance of sources

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Importance when searching for

information about potential employers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

LinkedIn Facebook Twitter Blogs

Importance when looking for

vacancies

Share of respondents who rated 4 or 5 on a 1-5 scale

Source: KW Digital Career survey 2013

KWD Webranking 2013-2014

Changes in criteria and sections this year

• 100 criteria

• Each criterion can consist of one or more measure points

• 328 measure points

• The criteria and the importance of them change each year based on the results in our surveys

• Some criteria will be judged stricter this year

Changes

• 8 completely new criteria 4,4 points

• 18 new measure points in existing criteria 3,4 points

• 38 changed measure points 8,8 points

• 61 measure points have changed score ~19 points

• In total we have changed around 35% this year

Sections

Start page 6 (6)

About us 14 (14)

Press 8 (7)

Financial reporting 12 (10)

The share 7 (7)

Investor relations 12 (13)

Corporate governance 12 (12)

Corporate responsibility 10 (12)

Career 13 (13)

Functions 6 (6)

• Increased score for Press and Financial reporting

• Decreased for Investor relations and Corporate responsibility

0

2

4

6

8

10

12

14Start page

About us

Press

Financialreporting

The share

Investorrelations

Corporategovernanc

e

Corporateresponsibil

ity

Career

Functions

2013-2014 2012-2013

Company selection based on market cap

• The companies that are ranked are selected based on their market cap

• Europe 500

• Global 100

• Additional companies on selected markets

• For companies outside of public lists we provide “On Demand” reports

Results lists

• Europe 500 – Based on FT Europe 500

• Global 100 – Based on FT Global 500

• Middle East

• Sweden

• UK

• Finland

• Norway

• Denmark

• Italy

• Switzerland

• Austria

• Spain

• Portugal

Introducing ”Section best practice” to highlight both high scores and overall impression of a section

• Investor Relations

• Press and media

• Career

• Sustainability

• Online annual reports

The reports

KWD Webranking 2013-2014 reports

Background research Detailed data from background research surveys

Yes Yes Yes Yes

Best practice examples Yes Yes Yes Yes

Criteria Definitions and weight

Yes Yes Yes Yes

Evaluation of your website

Yes Yes Yes Yes

Benchmark analysis Your website compared with selected peers and industry

Yes Yes Optional

Qualitative comparison and extended review

Yes Optional

Presentation Video or on location

Yes Optional

Price 3 900 € 4 900 € 9 500 € On request

Questions?

Thank you!

• Helena Wennergren Director helena.wennergren@kw-digital.com +46 8 407 22 10

• kw-digital.com

If you want to use parts of our research in your own material, please refer to KW Digital as the source. Thanks!