Welcome KWD Webranking Forum
Stockholm
10 December 2012
Agenda
11.00-11.15 Introduction KW Digital
11.15-12.00 Highlights from KWD Webranking 2012-2013
12.00-13.00 Lunch
Awards ceremony
13.00-13.30 Case SCA: How to keep your website top of the line year after year
13.30-14.00 Case Billerud: Launching a responsive website in 3 months
We are digital corporate communications
specialists
We are digital corporate communications
specialists
Stockholm London
Milan Lisbon Dubai
What we do
Research • KWD Webranking • Focus groups • Peer benchmarking • Web analytics
Strategy • Advice & consultancy • Strategic planning • Design, IA & usability • Roadmaps for online • Social media
Implementation • Corporate websites • IPO & transaction sites • Online reports • Intranets • Content management
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How we do it
Research • KWD Webranking • Focus groups • Peer benchmarking • Web analytics
Strategy • Advice & consultancy • Strategic planning • Design, IA & usability • Roadmaps for online • Social media
Implementation • Corporate websites • Corporate reporting • Intranets • Content management and
site maintenance
Strategy
Implementation Research
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Where we come from
• KW Digital is part of King Worldwide, a global stakeholder communications group
• We are sister agencies with other communciations consultancies such as
• Hallvarsson & Halvarsson
• M: Communications
• Taylor Rafferty
• Capital Precision
• Part of KW Digital used to be the digital team at Hallvarsson & Halvarsson, until November 2012.
KWD Webranking 2012-2013
16th edition of
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Where does KWD Webranking fit in the overall web strategy?
•Business and communication strategy
•Consistency in message
•Transparency
• Labelling
• Optimized for channel
• Navigation and search
• Outside the website
•Design concept supporting the brand and messages
•Design of functionality (interaction design)
•Multi channel concept
• Text, images and functions
• Updated
• Relevant
• Adapted to channel
Content Design
Message Findability
KWD Webranking
9
Extensive background research leads to scoring criteria
Step 1 Feedback from companies through Web manager survey
Step 2 Interviews with experts in different fields: IR, CSR etc
Step 3 Survey to the capital market & job seekers
Step 4 Creation of the criteria
Step 5 Ranking and analysis
Jan-Mar Mar-May Summer Autumn
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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
KWD Webranking 2012-2013 reports
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KWD Web Management Report 2012
Download at http://kwd.to/vvsa
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KWD Capital market survey 2012
Business journalists
14%
Inst. investors
22%
Sell side 43%
Buy side 21%
Almost 300 responses from Europe, Asia, North and South America
How do you access the corporate website?
• 30% uses iPad or tablet
• 31% uses smart phones
13
Analysts and investors about corporate websites
Source: KWD Webranking Capital market survey 2012-2013
Search functions are often not very good on corporate websites - that
could be improved
Too often sites can have the data I want, it is just put in
places that are not obvious or do not make sense to me.
Make sure you can get to all the data investors typically
look for (financial press releases, presentations, etc.) from the investor relations
page. Ease of navigation around the site to
find financial and operating data is most important
I would recommend all websites to have video clips
by management talking about their businesses, background,
what they do, key drivers, current trading etc.
It may be somewhat of a hassle for them, but will save
the CEO and CFO a lot of time as the basics will have been covered beforehand.
Large organizations with lots of data pool should include a live chat to
provide info as required by the user.
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Most requested information by the capital market
Important or
very important
1 Growth drivers (key drivers for growth) 90%
2 Financial presentations from summits, general meetings 86%
3 Latest annual report in PDF 85%
4 Financial figures and key ratios (KPI, yearly comparative) 85%
5 Market share, sector or competitor statistics 83%
6 Financial targets 83%
7 Operational risks 81%
8 Target achievements 80%
9 Latest interim report in PDF 80%
10 Strategy / outline of group strategy 80%
Source: KWD Webranking Capital market survey 2012-2013
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Increased in importance since 2010
The most requested IR content on a corporate website 2012 that has increased in importance by the capital market since 2010.
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012
Growth drivers (key drivers forgrowth)
Market share/Sector or competitorstatistics
Operational risks
Target achievements (how well thecompany lives up to its targets)
Strategy/outline of group strategy
Source: KWD Webranking Capital market survey 2012-2013
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Target fulfillment on most important criteria
• Europe 500 companies and top 100 performing companies in the ranking that provide the most requested IR content by the capital market.
• Largest gap: target achievements
• Swedish top performers better at providing target achievements
Source: KWD Webranking Capital market survey 2012-2013
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Euro 500
Top 100
Sverige
Sverige topp 20
KWD Career Survey 2012
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KWD Career survey 2012
• 187 responses, primarily researched through social networks groups
• 43% are 25-34 years, 31% 18-24 years
• Education level: Bachelor or higher (Master, PhD, etc) 86%
• 3 out 4 use corporate website as source when looking for job opportunities
• 60% actively look for info about companies in social media
Job opportunities 1. LinkedIn 51% 2. Facebook 21% 3. Twitter 13% 4. Blogs 9% 5. Wikipedia 8%
Information searching 1. LinkedIn 40% 2. Facebook 25% 3. Wikipedia 24% 4. Twitter 15% 5. Blogs 15%
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Most requested information by the job seekers
1 Job vacancies
2 Compensation and benefit system
3 Student information
4 HR Contacts
5 Employee strategy
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KWD Webranking 2012-2013
16th edition of
500 Responses from target
group
900 companies
100 criteria
10 sections
325 Measure points
300 Best practice
examples
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This year the KWD Webranking reveals:
• Companies are responding to shareholder needs but there is still a gap between the information the capital markets require and that which companies provide
• Of the 10 IR content areas identified as most important, interest in strategy has increased the most since 2010
• The best performing companies excel in sharing information about:
• risk management
• growth drivers
• market share and peer information
Source: KWD Webranking 2012-2013
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Sweden vs Europe 500
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start page
About us/Company profile
Press
Financial reporting
The share
Investor Relations
Corporate governance
Corporate Responsibility
Career section
Functions and stakeholder
dialogue
FT Euro 500
Sweden
23
Sweden top 20 vs Europe top 100
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start page
About us/Company profile
Press
Financial reporting
The share
Investor Relations
Corporate governance
Corporate Responsibility
Career section
Functions and stakeholder
dialogue
Top 100 FT
Euro 500
Sweden top
20
24
Sweden vs Europe all
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start page
About us/Company profile
Press
Financial reporting
The share
Investor Relations
Corporate governance
Corporate Responsibility
Career section
Functions and stakeholder
dialogue
FT Euro 500
Sweden
Top 100 FT
Euro 500
Sweden top
20
25
Sweden compared to last year’s results
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sweden 2011-2012
Sweden 2012-2013
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KWD Webranking 2012-2013
Section by section
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Importance per sector
Start page 6%
About us 14%
Press 7%
Fin. Reports 10%
Share 7% IR
13%
Corp Gov 12%
Corp Resp 12%
Career 13%
Functions 6%
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About us/Company profile
Information about the company to all target groups.
Information both detailed and on an overall level.
Most important criteria:
• Geographical spread of production and sales
• Market shares along with competitor statistics
• Group strategy
• Information about the business operations
Top performers in Sweden (86%)
• Trelleborg
• SCA
Sweden average
43%
29 KWD Webranking 2012-2013
Best practice examples – Geographical spread
Norsk Hydro: Interactive way of presenting geographical spread
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Best practice examples – Business operations
Wolseley: Great overview with illustrations and key brand logos
31
Press
Aims at supporting journalists, bloggers and publicists.
By making their research easier and more convenient the company increases its chances of media exposure.
Most important criteria :
• Archive of press releases
• Transcripts from teleconferences
• Filter press releases by time and category
Top performer in Sweden:
• Swedish Match (76%)
Sweden average
27%
32 KWD Webranking 2012-2013
Best practice examples – Archive of press release
Swedish Match: • Possibility to filter press
releases • Releases sorted by year • Time stamp on each release in
the listing
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Best practice examples – Transcripts
Philips: • Transcripts clearly marked in
the list • Transcipts, word by word in
34
Financial reporting
One of the major purposes of a corporate website is to be an archive of financial information.
Most important criteria:
• Financial figures and key ratios
• Financial presentations
• The latest annual report in PDF
Top performer in Sweden:
• Scania (79%)
Sweden average
44%
35 KWD Webranking 2012-2013
Best practice examples – Financial figures & KPI
36
Best practice examples – Latest annual report
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Best practice examples – Online annual report
Online annual reports: • 66% find the online annual
report important or very important
Assa Abloy: • Userfriendly online version • Download to Excel
38
Best practice – Latest annual report in social media
Wärtsilä: creating an interest through competitions Statoil: informing on Twitter
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The share
One of the major purposes of a corporate website is to be an archive of financial information.
Most important criteria :
• Dividend policy information
• Major shareholder information
• Equity analysts estimates and share capital development
Top performer in Sweden
• Swedbank (93%)
Sweden average:
50%
40 KWD Webranking 2012-2013
Best practice examples – Major shareholder info
Mol Magyar:
• Clear overview thanks to graphical solution
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Best practice examples – Equity analysts estimates
43
Investor relations
The purpose should be to gain effective communication of financial matters between the company and its stakeholders.
The IR section of the website should contain extensive shareholder information, helping visitors quickly obtain complete information about investment opportunities
Most important criteria :
• Financial targets and achievements
• A description of company growth drivers
• Information on financial and operational risks
Top performer in Sweden:
• SCA (82%)
Sweden average:
28%
44 KWD Webranking 2012-2013
Best practice examples – Targets & achievements
RBS Group:
• Clear targets and target achievements
• + for the visualisation and motivation
45
Best practice examples – Risk management
Land Securities:
• Thorough presentation of financial and operational risks specific to their industry
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Corporate governance
The higher demand for corporate transparency and increased interest in corporate governance has pushed companies to present more detailed information on this subject.
Most important criteria:
• Share transactions by insiders
• Group management
• Board of directors and remuneration details
Top performer in Sweden
• Swedish Match (92%)
Sweden average:
54%
47 KWD Webranking 2012-2013
Best practice examples – Share transactions
Hannover Re:
• Complete and updated list of insiders and recent transactions
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Best practice examples – Group management
Ramirent:
• Interactive and fun (!) way of presenting its management team
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Corporate responsibility
A well-developed CR section should cover a range of issues, showcasing the company’s code of conduct, their environmental and social targets and performance, certifications, social indicators, indices, memberships and community involvement.
Most important criteria :
• Code of conduct
• Explanation of CR strategy and link to overall corporate strategy
• Environmental data, targets and target fulfillment
• Supply chain standards
Top performer Sweden
• SCA (79%)
Sweden average:
30%
• Look out for H&H’s press release covering the Swedish CSR results in KWD Webranking 2012-2013
50 KWD Webranking 2012-2013
Best practice examples – CR strategy
UPM:
• Detailed description of CR strategy
• Clearly linked to the company’s main strategy
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Best practice examples – Environmental data
Boliden:
• Several environmental issues
• Future targets
• Achievements
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Career
More than 3 out of 4 respondents to KWD’s Career Survey 2012, say that they turn to corporate websites when searching for a job.
Most important criteria according to the survey:
• Job vacancies
• Compensation and benefit system
• Student information
• HR Contacts
• Employee strategy
3 top performers in Sweden:
• SCA (78%)
Sweden average:
23%
53 KWD Webranking 2012-2013
Best practice examples – Job vacancies
PPR:
• Easy to navigate through categories for
• Job types
• Countries
• Regions
54
Best practice examples – Employee strategy
Tullow Oil:
• Clear strategy and interactive image with additional information
55
Functions and stakeholder dialogue
To support website visitors a number of functions
Most important criteria:
• Webcasts and webcast archives
• Internal search engine
• Subscription service
Top performer in Sweden:
• Rezidor
Sweden average:
30%
56
Best practice examples – Webcast
Bayer
57
Best practice examples – Internal search engine
Telecom Italia:
58
Corporate communications in social media
• It is not only about being there
• It is about using it!
• 65 of 325 measurements in KWD Webranking 2012-2013 is related to social media and search:
• 51 social media
• 8 Google search
• 6 internal search
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Winners in KWD Webranking 2012-2013 Sweden
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Climbers in Sweden
• Rezidor +11,9
• Hufvudstaden +11,15
• Systemair + 8,95
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3rd best corporate website in Sweden 2012-2013
Improvements in sections such as
company presentation, investor relations and financial reporting has led
to an improvement of 7 positions in KWD Webranking, compared to last year.
Congratulations to Skanska!
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2nd best corporate website in Sweden 2012-2013
With a history of high scores and ranks throughout the years, adding a
state of the art press section and thorough information
about Corporate Governance, the silver goes
to
Swedish Match
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Best corporate website in Sweden 2012-2013
Continuous hard work with the company’s digital communications, this year’s winner excels in several
sections such as Investor Relations, Sustainability and Career.
Hooray for SCA!
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Resultat KWD Webranking Sverige 2012-2013
Rank 2012
Company Score 2012
1 SCA 79,30
2 Swedish Match 71,20
3 Skanska 67,50
4 SKF 67,30
5 Trelleborg 66,40
6 Billerud 64,80
7 Electrolux 63,80
8 Swedbank 63,20
9 Assa Abloy 61,20
10 TeliaSonera 60,80
10 Fabege 60,80
12 Husqvarna 59,70
13 Atlas Copco 58,40
14 Sandvik 57,60
15 Rezidor 57,40
16 Scania 56,50
17 SEB 55,70
18 Securitas 55,60
19 Nordea 55,50
20 Holmen 53,40
Rank 2012
Company Score 2012
21 Boliden 53,30
22 Clas Ohlson 52,70
23 Axfood 52,30
24 Ericsson 51,40
25 Volvo 51,30
26 Oriflame 51,20
27 SSAB 51,10
28 Alfa Laval 49,30
29 SAAB 49,00
30 NCC 47,90
31 Hexagon 47,80
32 Kungsleden 47,00
33 Addtech 45,90
34 Investor 45,20
35 Lundin Petroleum 44,80
36 SkiStar 44,70
36 Systemair 44,70
38 Nobia 44,50
39 Tele2 43,50
40 Hennes & Mauritz 43,20
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