Post on 18-Jan-2017
15TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
THE CORPORATE WEBSITE IN
EVOLUTION: THE TOUGH CHOICES YOU
HAVE TO MAKE
Joakim LundquistCEO of Lundquist
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Guiding your digital corporate communications
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
New research
bit.ly/WRSwitzerland16Listedbit.ly/WRItalyNonListed16bit.ly/WRItaly16
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
To be released
WR Europe anno scorso SUI non listed
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Bilanz
http://bit.ly/BilanzSwitzerlandListedWR
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Thanks to our sponsors
Founded in Copenhagen in 2003,
Siteimprove is a global software
company focused on web
governance with a strong suite of
SaaS based software products that
allow customers to effectively
manage content on corporate
websites.
siteimprove.com
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Thanks to our sponsors
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
What‘s trending and what‘s not…
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
24%36%
40%
Averages and pass rates
63%
31%
6%
54%
36%
10%
Passed (50 points or more) Held back (between 30 and 50 points) Failed (less than 30 points)
ITALY LISTED ITALY NON-LISTED SWITZERLAND LISTED
2016 2016 2016
Average: +0.2 Average: +0.5 Average: +0.3
Trend: stable
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Life cycle ratio of websites
13% renewing
rate 8 years
ITALY NON-LISTED
9.8% renewing
rate 10 years
SWITZERLAND LISTED
17% renewing
rate 6 years
ITALY LISTED
Trend:
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
CSR reporting
32% up from 30% last
year
ITALY NON-LISTED
71% up for the past 2
years, from 48%
(last year 68%)
SWITZERLAND LISTED
51% stable compared
to last year
ITALY LISTED
Trend: stable
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Mobile websites
48%up from 24%
last year
ITALY NON-LISTED
63%up from 53%
last year
SWITZERLAND LISTED
70%up from 47%
last year
ITALY LISTED
Trend: up
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Interactive annual reports (replica)
Europe Investor needs
Down by
25%
Prefer to read on screen
Printed version
Interactive report
Trend: down
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Sectors Chemicals and Insurance
Chemicals upfrom 48.5%
Insurance upfrom 45.9%
Trend: up
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Success not a matter of size
30% of top 10 are
smaller companies
by market cap
SWITZERLAND LISTED
50% of top 10 are
smaller companies
by market cap
ITALY LISTED
Trend:
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Communication on social media has moved beyond publishingpress releases but remains still mostly a one-way
communication from company to stakeholder
Social media is still “push”Trend: stable
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Strategy presentationwith concrete actions
11%down from 12%
last year
ITALY NON-LISTED
31%up from 21%
last year
SWITZERLAND LISTED
40%same as
last year
ITALY LISTED
Trend: stable
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Storytelling
Italylisted
Trend: up
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Storytelling
Switzerlandlisted
Trend: up
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Storytelling: From techniques to
substance
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
At the crossroad:
The corporate website moving forward… Two alternative roads
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
1. External perspective
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
License to communicate
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
2. Internal perspective
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Integrated Content Strategy =
Unlocking your communications
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
1. The state of the art – what is trending and
what isn’t
2. Where I should focus my attention
3. Convincing your management to commit
Main takeaways…
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
INTEGRATED CONTENT STRATEGY: BALANCING INTERNAL AND EXTERNAL PERSPECTIVES
EXTERNAL EXPECTATIONS
(user expectations, market context)
COMPANY’S
MESSAGES AND
PRIORITIES
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
The evolution of the corporate website leading to Integrated Content Strategy
INTEGRATED CONTENT STRATEGY
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
The evolution of the corporate website
STORYTELLING
STORYTELLING
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
1. Makes your hard choices
2. Gives you "license” to communicate
3. Makes you more authentic and relevant
What Integrated Content Strategy does for you