H&H Webranking 2010H&H Webranking 2010
The yardstick for corporate websites since 1997
22
Online Online corporatecorporateOnline Online corporatecorporatei tii ticommunicationscommunications
specialistsspecialistsspec a stsspec a sts
EvidenceEvidence basedbasedEvidenceEvidence basedbasedd id iadviceadvice
Research Research strategystrategyResearch, Research, strategystrategyd d titiand and executionexecution
KWD WebrankingKWD WebrankingKWD WebrankingKWD Webranking
companiescompanies inclincl Global 100Global 100companiescompanies inclincl Global 100Global 100
rankings rankings ofof websiteswebsitesrankings rankings ofof websiteswebsites
individualindividual judgementsjudgementsindividualindividual judgementsjudgements
business business sectorssectorsbusiness business sectorssectors
countriescountriescountriescountries
responsesresponsesresponsesresponses
KWD Webranking KWD Webranking ––market driven researchmarket driven research
Step 1Feedback from companies
Step 3Questionnaire to the capital market
Step 5Ranking! companies & job seekers
Step 2Interviews with
Step 4Creation of theInterviews with
internal experts in different fields, IR, CSR etc.
Creation of the protocol127 in 10 sections -2010
KWD Webranking KWD Webranking sincesince 19971997
Time line
Year Winner Score1997 Ericsson 64
• 1997 First ranking: Sweden• 122 companies (30 lacked a website)
• 2000 + Nordic region
1998 NCC 79,751999 Ericsson 762000 SCA 81g
• 600 companies• 2001 + FT 150
• 900 companies
2001 Volvo 732002 SCA 80
St E 8900 companies• 2007 + Eastern Europe & Russia
• 700 companies• 2009 + The Gulf region and FT 500
2003 StoraEnso 84,252004 SCA 892005 TNT 83,752009 + The Gulf region and FT 500
• 900 companies• 2010 + FT Global 100
• 960 companies
2006 TNT 88,75
2007Telecom Italia
89960 companies
2008 Eni 85,252009 Eni 892010 ? 87 752010 ? 87,75
20102010
Important events during 2010Important events during 2010
• Global 100• Targeted CSR analysts• 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 rankingsM ff l f i i h •More staff, more control functions in the software
• Increased analytical approach in the reportsIncreased analytical approach in the reports• H&H Webranking – KWD Webranking
Feedback from the companiesFeedback from the companies
• 161 companies answered• 73 % said that the website will be more • 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?
Feedback from the capital marketFeedback from the capital market
363 analysts, investors & journalists answeredy 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
TopTop‐‐1010Market Market demandsdemands
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
Fi i l l d3. Financial calendar
4. Presentations, from quarterly presentations, investor meetings and similar
5 Last press release in the press section b t also easil fo nd directl on the start page5. Last press release, in the press section but also easily found directly 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 contacts9. Contact information, personal contacts are requested to a greater degree than general contacts
10. The company's debt and bond programs.
Feedback from job seekersFeedback from job seekers
208 job seekers answered
• 36% Consider the corporate website as the main source for • 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• 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
TopTop‐‐5 5 demandsdemands from from jobjob seekersseekers
1. Promotion opportunities and competence development
2. Job vacancies
3. Student information
4. Compensations and benefit system
5. Diversity and equal opportunities policy
KWD Webranking questionnaire 2010KWD Webranking questionnaire 2010
Technology
Functions
Technology
FunctionsContact & Calendar is now integrated under different Functions
Start page
General info
Functions
Start page
General info
integrated under different sections
Still focus on Financial General info
Press
Fi i l i f
General info
Press
Financial info
Information
Risk, debt etc. Financial info
Corp Governance
CSR
Financial info
Corp Governance
CSR
Information with a forward spin
Social Media is now an CSR
Contact
l d
CSR
Career
S i l M di &
integrated part of the protocol
Mobile sites
Calendar
Career
Social Media & Search
Conclusion, results 2010Conclusion, results 2010
• Average score increased in 2010, 48,3 (43,3)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• Social Newsrooms• More links between the website and social media• More companies use social media as a “real” communication channel , not only p , yas a passive archive
• Still few “live” websitesC if th it’ Ch i t th b it ?• Can you see if there it’s Christmas or summer on the websites?
Europe Europe vsvs ggloballobalE hi h t h i l t d d
Section MaxEurope500
Global 100
Europeans ‐ higher technical standard, more company related and financial information5
Design & Technology 12,75 74,3% 71,4%Functions 10,75 38,6% 37,9%
Direct dialogue even for legally restricted areas
Start Page 5,25 69,2% 65,1%General Information 10 47,2% 40,9%Press 7,25 39,8% 39,9%
The Global companies are better in using social media and have stronger career and CSR tiFinancial Information 33,25 43,4% 37,3%
Corporate Governance 6,5 41,4% 34,0%CSR 4,25 41,6% 47,9%
l b d
CSR‐sections
Investors used to download from EDGAR
Employer branding 6 38,6% 45,0%Social Media & Search 4 56,9% 68,4%
CSR‐reports and environmental achievements
Promotion & compensation opportunities Promotion & compensation opportunities and Diversity discussion much more common on the Global list
Average
CountriesCountriesRank Country
g2010 Diff
1 Finland 58 4,32 Germany 53,9 3,93 Netherlands 53,2 3,5
D k 6
Finland wins again!
4 Denmark 52,2 3,65 Sweden 51 3,16 Norway 50,3 4,37 UK 48,8 4,38 Switzerland 46,9 1,9Finland wins again!
Manages to increase the gap
N di i d i
4 ,9 ,99 Belgium 44,4 8,210 France 43,9 8,411 Austria 42,8 ‐0,612 Portugal 42,2 7,4
S i 8 6Nordic countries dominates to top
USA, best non‐European country
13 Spain 41,8 7,614 USA 41,7 New15 Japan 39,8 New16 Italy 39,6 317 Ireland 37,9 7
Lack of English content ‐ one reason for a lower position
7 37,9 718 Poland 36,2 5,519 Greece 35,9 5,820 Turkey 33,5 6,421 Russia 33,5 4,5
Chi Np
22 China 29,4 New
23United Arab Emirates
21,2 New
24 Bahrain 20,3 New25 Gulf 19,9 New5 9,926 Kuwait 19,2 New27 Qatar 18,9 New28 Saudi Arabia 18,4 New
Europe 500 48,3 5Global 100 45,7 New
The ideal The ideal wwebsiteebsite……
Section Best country ScoreAverageScore
A combination of Dutch functions with British y
Design & Technology UK 10.3 8.4
Functions The Netherlands 5.1 2.9
functions with British design. The content should be done by Fins and
Start page Finland 4.1 3.1About the company Finland 5.7 3.7Press Germany 3.5 2.2
Germans and the leave it up to the Americans to promote the site in Social
Financial information Finland 20.7 11.5
Corporate Governance Finland 4.8 2.0
promote the site in Social Media and Goggle
Two highest score for the CSR UK 2.1 1.1Employer branding Germany 3.1 1.5
Social meda and search USA 3.2 2.0
Two highest score for the UK!
Social Social mmediaedia
Social Media Euro 500 USA UKLarge differences in some media
Social Media Euro 500 USA UKLinked In 92,8% 97,3% 98%YouTube 52,4% 86,5% 56,6%
USA miles ahead in YouTube Facebook 48,1% 89,2% 53,5%twitter 38,2% 73% 47,5%
flickr 29,7% 54,1% 35,4%
USA miles ahead in YouTube, Facebook & Twitter
Tradition of communicating in flickr 29,7% 54,1% 35,4%
iTunes 20% 56,8% 19,2%Slideshare 11,5% 29,7% 10,1%
Tradition of communicating in social media
W ll k CEOScribd 4,3% 16,2% 5,1% Well known CEOs
Created in the US
QuestionsQuestions??QuestionsQuestions??
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