ir online and websites best practice b

IR online and websites best practice for Russian companiesp p

Bank of NY Mellon DR Issuers’ seminar,Bank of NY Mellon DR Issuers seminar, Moscow November 2011

H&H Webranking

Yearly survey of what your target groups are looking forAnalysts, investors, business journalists and job seekers are asked what information they expect to find on a corporate websitewhat information they expect to find on a corporate websiteMore than 800 respondents in 2010

Ranking of the corporate websites of Europe’s largestRanking of the corporate websites of Europe s largest companies

Close to 1000 companies, of which 31 RussianClose to 1000 companies, of which 31 RussianAlso includes Global 100

Results published country by country + European list

Trends according to H&H Webranking 2010

Financial information Still high demands for debt related information, such as interest bearing liabilities maturity structure etcbearing liabilities, maturity structure etc.Finnish companies best

FindabilityFindabilityHigh demand for search engines for press releases, general archives and over all website speed p

Social media The usage of social media channel for corporate and IRThe usage of social media channel for corporate and IR communications is increasing. American companies are ahead of European companies.

Target groups increased online activity

80% are always online

79% visit the corporate website one or several times per day79% visit the corporate website one or several times per day

97% use the corporate website as No 1 source for information

73% own a smartphone

48% th i bil t h f i f ti b t i48% use their mobile to search for information about companies

Want more, want faster, get tired faster, less time, h i tmore choices etc

10 most requested by analysts, journalists etc.

According to H&H Webranking 20101. Reports – latest and archive (+online annual report)2. Financial calendar 3. Press releases – latest and archive4 G l hi ith t ti4. General archive with presentations 5. Information about shareholders/free float 6 Financial targets6. Financial targets 7. Interest bearing liabilities and maturity structure8 Contact information8. Contact information9. Dividend10 Market share/competitor information10. Market share/competitor information

Online corporate communications

Online corporate communications

Corporate websites Search engines Social media

Online corporate communications

Strategy and research

Search engines Social mediaCorporate websites

Intelligence

4 aspects to consider• Supporting the brand• Text images and functions • Supporting the brand

and messages• Design of functionality• Multi channel concept

• Text, images and functions• Updated• Relevant• Adapted to channel Multi channel concept• Adapted to channel

Content Design

Challenges

MessageFindability

• Business and communication strategy

• Consistency in message

• Optimized for channel• Navigation, labelling

and search• Transparency• Outside the website

Content Content Design

The target groups want detailsFinancialsReports

MessageFindability

ReportsDebt information

N d t b t d tNeed to be up to dateUpdate simultaneously as reportsBut not only then!But not only then!Utilize the website as the main channel for communication

Design Content Design

The purpose of the design is:1. To support the branding of the company

and create the right look and feel for your company

MessageFindability

and create the right look and feel for your companyGraphics ImagesgColours…

2. To help the visitor in finding and understanding the informationPage disposition – layoutFont type colour and sizeFont type, colour and size

Example of good layout and use of fonts: J Sainsburyp g y y

Findability Content Design

On the websiteIntuitive navigationAvoid double publishing

MessageFindability

Avoid double publishingGuide the visitor through index pagesLabelling – stick to the basicsLabelling stick to the basicsInternal search engine must work!Etc.

Outside of the websiteGoogle search resultsgSocial media channelsWikipedia

Message Content Design

What is your main message?

What do you want to say with each page?MessageFindability

What do you say in other channels?

Thank you!

Helena WennergrenSenior Partner

helena.wennergren@halvarsson.comwww.halvarsson.com