Key insights about digital corporate communications from KWD Webrankings 2013-2014. Presented by Staffan Lindgren, KW Digital.

1. KWD Webranking 2013-2014
Findings
Staffan Lindgren
Managing Director KW Digital

2. 900
ranked websites
20
super sectors
400
responses from
stakeholders
102
criteria
328
measuring points
2013 - 2014
What we did
38
countries

3. 900
ranked websites
20
super sectors
400
responses from
stakeholders
102
criteria
852
ranked websites
328
measuring points
38
countries

4. 852
ranked websites
20
super sectors
400
responses from
stakeholders
102
criteria
20
super sectors
328
measuring points
38
countries

5. 852
ranked websites
20
super sectors
38
countries
400
responses
38
countries
102
criteria
328
measuring points

6. 852
ranked websites
20
super sectors
38
countries
400
responses
400
102
responses from stakeholders
criteria
328
measuring points

7. 852
ranked websites
20
super sectors
38
countries
400
responses
102
criteria
102
criteria
328
measuring points

8. 852
ranked websites
20
super sectors
38
countries
400
responses
328
measuring points
102
criteria
328
measuring points

9. 852
ranked websites
20
super sectors
38
countries
400
responses
102
Insights
and best practice examples
criteria
328
measuring points

10. A faster, more intuitive report with access to all data and best
practice examples

11. KWD Web Management Survey
What is most important for you
1

12. How large is the team that is working directly with your digital
corporate communication?
10 or more
71 % of teams are
between 1 and 6
people
7-10
4-6
1-3
0
0%
20%
40%
60%
80%

13. How will the budget change?

14. Which is the most common used tool for managing social media
channels?
We do not use SMMT
None!
Hootsuite
TweetDeck
SproutSocial
Other
0%
10% 20% 30% 40% 50% 60%

15. Content that we will
improve

16. Technical areas we will
improve during the year

17. Have your say!
Research questionnaire by e-mail next week

18. Stakeholder research
What your users expect from you
2

19. 2013-12
2013-11
2013-10
2013-09
10%
2013-08
5%
2013-07
2013-06
Combined numbers from 15 corporate websites for major European listed companies
2013-05
2013-04
2013-03
2013-02
2013-01
2012-12
2012-11
2012-10
2012-09
2012-08
2012-07
2012-06
2012-05
2012-04
2012-03
2012-02
2012-01
2011-12
2011-11
2011-10
2011-09
2011-08
2011-07
2011-06
2011-05
2011-04
2011-03
2011-02
2011-01
Mobile and tablet traffic to corporate websites
December 2013
24,8 %
30%
25%
20%
15%
92 %
Increase in 2013
0%
Source KW Digital

20. Most corporate websites does not support mobile users
Mobile traffic to corporate websites
Source KWD Webranking 2013-2014

21. Infographics http://on.kwd.to/cm2013-2014

22. 1.
2.
3.
4.
5.
Latest annual report in PDF
Latest interim report in PDF
Latest interim report in presentation
Financial presentations
Dividend policy
JOURNALISTS
1. Latest annual report in PDF
2. Market share and sector/competitor
information
3. Latest interim report in PDF
4. Latest interim report in presentation
5. Financial figures with five years
history
1.
2.
3.
4.
5.
INSTITUTIONAL
SELL SIDE ANALYST
BUY SIDE ANALYST
Capital market top five expectations
1. Growth drivers
2. Strategy/outline of group strategy
3. Balance sheet and cash flow on
screen
4. Dividend policy
5. Information about major
shareholders/free float
Latest press release on start page
Online annual report
Filtered and detailed press archive
Press contact
Fast facts with key information

23. Financial reporting
• Demand for PDF reports decline
• Online reports demand is growing steadily
and we expect it to be on same level as PDF
within 2 years.
• Business journalists show highest demand for
online reports.

24. Anti corruption initatives
69%
Of all stakeholders find
information important
Few companies have
information about
how they work with
anti corruption
41%

25. Major bond holders
73%
Of all stakeholders find
information important
None of the
companies have
information about
major bond holders
0%

26. Employees
Infographics http://on.kwd.to/career2013-2014

27. The corporate website is the most important source of information
about the company
• The corporate website is by
far the most used source for
information about the
company
• Users are very active in social
media with Linkedin as the
most important and used
social network.
Use the corporate site
when looking for a job
or reviewing companies
92 %

28. What job seekers are looking for
Job seekers will grade you based on your website design and
usability in a higher degree than other target groups.

29. A glimpse into the future
Our plan for 2014-2015 research

30. Our research starts now
Capital Market Survey
- Stakeholder and expert interviews January-February
- Questionnaire to be sent out beginning of March
- Analysis report end of May
Career Survey
- Questionnaire to be sent out mid-February
- Analysis report end of April
Web Management Survey
- Questionnaire to be sent out next week
- Analysis report March/April
Jan
Web statistics
Feb
Mar
We need your help!
Apr
May
Jun

31. The overall KWD Webranking process
Challenges and
expectations
from web
managers
Interviews with
experts and
stakeholders
Questionnaires
to the capital
market & job
seekers
Creation of the criteria
Ranking
Research
Jan-Mar
Ranking of corporate
websites
Apr-Jun
Jul-Sep
Analysis, reports,
results & awards
Analysis
Oct-Dec

32. How do we measure stakeholder demands?
1. Web management survey
2. Expert interviews and desk research
3. Questionnaires
4. New: Statistics!

33. KW Digital
Corporate Analytics
Beta

34. Challenge
Identifying and measuring corporate
target groups

35. What we want to measure
Key visitor groups

36. What we want to measure
User satisfaction

37. Asking the visitor what user group he/she belongs to in cookie
information
Cookie information
We use cookies on our website to improve the performance and
enhance your user experience. According to the EU directive we need
to inform you about this.
Terms of use, with more detailed information about coookies used
In what capacity are you visiting our website?
We strive to improve our website and would appreciate if you would tell us
what visitor group you belong to.
Investor
Journalist
Job seeker
Analyst
Customer
Other
Hide message

38. Asking the user for feedback on content pages
Was the content on this page helpful?
Did you find what you were looking for on
this page?
Yes
Some
No
What user group would you say you belong
to?
Investor
Journalist
Job seeker
Analyst
Customer
Other

41. Invitation only
Participation in beta programme by
invitation only – starting today

42. More results and best practice

43. Start page
What the stakeholders say
73%
Europe 500 of maximum score
Europe top 10 – 93%

44. About us
• F
What the stakeholders say
39%
Europe 500 of maximum score
Europe top 10 – 79%

45. Press
What the stakeholders say
35%
Europe 500 of maximum score
Europe top 10 – 68%

46. Reporting
What the stakeholders say
45%
Europe 500 of maximum score
Europe top 10 – 76%

47. The Share
What the stakeholders say
41%
Europe 500 of maximum score
Europe top 10 – 86%

48. Investor Relations
What the stakeholders say
22%
Europe 500 of maximum score
Europe top 10 – 75%

49. Governance
What the stakeholders say
39%
Europe 500 of maximum score
Europe top 10 – 84%

50. CSR
What the stakeholders say
31%
Europe 500 of maximum score
Europe top 10 – 77%

51. Career
What the stakeholders say
34%
Europe 500 of maximum score
Europe top 10 – 65%

52. Functions
What the stakeholders say
32%
Europe 500 of maximum score
Europe top 10 – 65%

53. Social media and external search
What the stakeholders say
25%
Europe 500 of maximum score
Europe top 10 – 40%

54. More information?
Staffan Lindgren
Managing Director, KW Digital
staffan.lindgren@kw-digital.com
+46 8 407 22 12
+46 709 71 12 12
kw-digital.com
slideshare.net/kwdigital/
twitter.com/kwdigital
linkedin.com/company/kw-digital
facebook.com/kwdigital