h&h webranking gcc online corporate communication a
TRANSCRIPT
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Online Corporate Communication
Dubai, October 7 2009
Staffan Lindgren
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Online corporate communication
What it is
What it can do for your
company
Why it is important
What makes a good website?
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Corporate website
(Onsite)Search engines
Communities
(Offsite)
More than the website
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Everything online merges into the perception of your company
Corporate website
(Onsite)Search engines
Communities
(Offsite)
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Strategy
Requires a clear strategy
Corporate website
(Onsite)Search engines
Communities
(Offsite)
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Research
Strategy
As well as thorough understanding
Corporate website
(Onsite)Search engines
Communities
(Offsite)
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No
cont
rol
Con
trol
Challenging our need for control
Corporate website
(Onsite)Search engines
Communities
(Offsite)
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Why is it important?
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Why is it important?
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People talk
To their familiy, friends and
everyone they knowAbout your company
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People trust their family and friends
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Our audience is listening0
8-0
7-0
1
08
-08
-05
08
-09
-02
08
-10
-07
08
-11
-04
Q2 – as expected traffic to the site is slightly above average
The collapse of Lehman and the developing financial crisis sees a consistent dip in traffic to corporate websites and a significant increase in numbers visiting news comment and aggregation sites
Preparing for Q3. Traffic begins to raise in anticipation
Momentum is maintained at above trend levels
Q3, “What does it mean for the Company?” – a significantly increased demand for news and corporate content
What does this mean?
A clear opportunity to build content around financial results
The challenge – developing new strategies to communicate effectively in periods of turmoil
Daily average visits by analysts/ investors as measured by IP addresses
50
100
150
200
250
300
7 d
ay a
vera
ge
hits
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Up to date information
Q: How fast should the news flow on a corporate website (i.e. financial reports, press releases, webcasts etc.) be updated?
Answers Number Share
1.In real time 195 62%
2.Within 3 minutes 62 20%
3.During the same day 35 11%
4.Within a week 8 3%
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Internet habits
Q: How often are you connected to the Internet?
Answers Number Share
1.Permanently online 256 82%
2.One or more times per day 52 17%
3.At least once a week 0 0%
4.Less often than once a week 1 0%
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Information on corporate websites
Q: How often do you search for information on corporate websites?
Answers Number Share
1.Several times per day 139 44%
2.Daily 88 28%
3.Weekly 58 19%
4.Monthly or less often 18 6%
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Mobile access
Q: Do you access the Web with a mobile phone?
Answers Number Share
1.Daily 48 15%
2.Weekly 50 16%
3.Monthly 18 6%
4.Never, although I have a cell phone with an internet browser 51 16%
5.Never, don’t use a cell phone with an internet browser 53 17%
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The corporate website is vital
THE primary source of corporate controlled content online
It has grown to accomodate communication with all stakeholders
Customers Public Employees Shareholders Suppliers Etc
Platform for ALL your activities online to support your brand and business communication
Meet the expectations of your target groups
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What makes a good website?
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What makes a good website?
User Experience
Content
Findability
Design
Message
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• Amount and quality on text, images and functions on the website
• Updated andrelevant
• Adapted to channel
• Score in H&H Webranking
• Labelling,
• Internal search engine
• Userfriendly navigation
• Use of related information
• Online visibility in search engines, flickr, youtube etc.
• Support the business andcommunication strategy
• Consistency in message
• Transparency
• Supporting the brandand messages
• Design of functionality
• The same design concept in all channels
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Many good examples in the region
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What can it do for your company
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A good website and online communication strategy can help you Communicate more efficiently with your target groups
Influence the perception of your company
Support your business goals by providing thorough information and thus supporting trust
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Thank you