hh webranking awards 2008 summary and focus areas

H&H Webranking 2008Summary

Marcus ErikssonHead of H&H Webranking

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What is H&H Webranking? Annual corporate website survey,

started 1997

The websites are reviewed according to a protocol covering the whole website

Research protocol based in real demand

700 websites in 20 countries included

Results are published in business dailies in several countries

Used regularly by more than 100 companies throughout Europe as a tool for improving their online communication

According to 90% of the respondents, the corporate website is the main source for

corporate information

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How does it work? The Survey

A questionnaire sent to analysts, investors and business journalists

Their answers are the basis for the research protocol

20% renewal ratio

The Ranking Ranking of all websites, at least twice

by different consultants Gathering of Best Practice database Knowledge gathering of trends

The Results  Analysis of the results. Material are sent to newspapers. The H&H Webranking Report is

launched Seminars and Awards

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A highly public survey

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Summary H&H Webranking 2008

Some findings from the rankings Social Media Films as a corporate branding tool Ready made IR & Media Financial Disclosure

Social Media

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Social media

Over 90 % of the analysts use Social media when searching for information about listed companies

Wikipedia, Linked in & Facebook most common

Company presence in social media0 10%

1 37%

2 24%

3 23%

4 or all 6%

Used media types

Wikipedia 81%

Flickr 60%

Slideshare 54%

Youtube 53%

Itunes 8%

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Social media

Films as a corporate branding tool

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Ready made IR & Media

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Financial disclosure

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Financial targets and target achievements

Financial Targets Yes 41% (25)

No 59% (75)

Target Achievements Yes 18%

No 82%

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Risk management/Risk factors

Risk Management

Yes 35% (28)

No 65% (72)

Marcus Eriksson Head of H&H Webranking

marcus.eriksson@halvarsson.se+46 8 407 22 17

www.slideshare.net/webranking

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Is the corporate website really important?

Staffan LindgrenExecutive partner

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Corporate communications are evolving

Nowhere is it clearer than on the corporate website

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Why is the corporate website important?

Our target groups rate the website as the most used source of information from the

company

But… do they just say it?

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Traffic from analyst and banks

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50

100

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2008

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Lehman BrothersLehman Brothers

Q3Q3

Q2Q2

7-day average, totals (blue) and 9 sites

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Is the corporate website working?

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Your website is not where the action is

57.00057.000 51.00051.000

During last 3 months:During last 3 months:

11 % decrease in visits11 % decrease in visitsto the corporate website to the corporate website

according to webanalyticsaccording to webanalytics

During last 3 months:During last 3 months:

11 % decrease in visits11 % decrease in visitsto the corporate website to the corporate website

according to webanalyticsaccording to webanalytics

During last 3 months:During last 3 months:

• Searches in Google more than doubledSearches in Google more than doubled

• Number of news articles more than doubledNumber of news articles more than doubled

During last 3 months:During last 3 months:

• Searches in Google more than doubledSearches in Google more than doubled

• Number of news articles more than doubledNumber of news articles more than doubled

Source: Google Trends

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If the website does not respond to current issues your our users will

leave you!

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Why is the corporate website important?

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The corporate website is extremely important It has grown to accommodate communication with all

stakeholders Customers Public Employees Shareholders Etc

THE primary source of corporate controlled content

Platform for ALL your activities online to support your brand

Meet the expectations of your target groups with the same type of functionality they experience elsewhere

BUT…

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It’s not enough!

To be effective and reach the target groups the online corporate communication needs to move beyond the corporate website

Change of mindset

Update content in near real time

Use more formats for the content, video, images, illustrations, channel adapted content bits

Measure, test and improve as part of work process

Embrace the possibilities

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Focus areas for next year

H&H Webranking 2009

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Some focus areas for 2009

Social media usage and visibility of messages outside the website

HOW video, images and voice is used, not only that it is used

Quality of functionality

More about the target group potential employers

The focus will be on quality of service, ease of use and how well and “true” the company adapt to the changing environment and in best practice identify those that makes this work for them rather against them.

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Marcus Eriksson Head of H&H Webrankingmarcus.eriksson@halvarsson.se+46 8 407 22 17

www.slideshare.net/webranking

Staffan LindgrenExecutive partnerstaffan.lindgren@halvarsson.se+46 8 407 22 12