KWD Webranking 2011 ● Bridging the gapStaffan Lindgren ● Managing Director (International)

Dubai, December 5th

15 years worldwide, 3rd year in Middle East

• Oldest and most respected ranking system for corporate websites in the world - 1,000 corporate websites across the globe ranked for the last 15 years

• Driven by the market, not our personal opinion - Detailed survey sent to analysts, investors, business journalists, SRI analysts and jobseekers every year

• Focus on how and why they use corporate websites and what information and functionality they most want to see

• These answers drive the criteria and weighting of the ranking - 120 criteria with 750 measure points

KWD Webranking – how we do it

Step 1Feedback from companies

Step 2Interviews with internal experts in different fields - IR, CSR etc.

Step 3Questionnaire to financial community & job seekers

Step 4Criteria creation

Step 5Our ranking

Identifying the gap

InvestorsBusiness journalistsTop talent and job seekers

Expectations

Gap between what is expected and what companies provide

Communication

In 10 different categories

• Home page• About us / company profile• Media information• Financial reporting• Investor relations• Corporate governance• Corporate responsibility• Careers• Social media and search• Functionality

Identifying the gap for the companies to act on Benchmarking with peers and international standards More than 300 best practice examples for inspiration and

benchmarking

Key findings KWD Webranking 2011

For the majority of all companies the biggest gaps between what stakeholders want and what the websites are providing are:

• In-depth IR content• Market share and industry information• Management profiling• Company and investment story

In-depth IR content

87% of investors and journalists looking for information on financial targets and achievements

• In Middle East none of the 140 companies provided both in detail

• Internationaly only 10 of the 500 companies provided both in detail

In-depth IR content

87% of respondents wanted information on company’s financial targets and achievements

Only 10 of the 500 companies provided both in detail

In-depth IR content

Many respondents also keen on information related to the company’s industry, regulatory environment and market share

• 2 out of the 138 companies provided some information about this but not in enough detail

• 68% of all surveyed companies internationally failed to provide this information

In-depth IR content

Many respondents also keen on profiling information on the company’s industry, regulation and also market share

68% of the 500 failed to provide this information

Management profiling

In the current climate, key audiences want to get underneath the skin of management

Some of the information that should be part of management profiles:• Skills, experience, CV• Thought leadership pieces• Company and industry presentations• Interviews• Press cuttings• Q&A• His / her views on the company

Management profiling

In the current climate, key audiences want to get underneath the skin of management

Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography

But this is the change to converge CEO information:

Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations

Management profiling

In the current climate, key audiences want to get underneath the skin of management

Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography

But this is the change to converge CEO information:

Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations

Management profiling

In the current climate, key audiences want to get underneath the skin of management

Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography

But this is the change to converge CEO information:

Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations

Company and investment story

• A unified company story across the whole site

• Entwined and embedded throughout content, images, key messages, case studies, multimedia

• Very few sites do this successfully

• Majority either have a bold statement on the home page with no further detail, or the visitor is expected to “piece it together” from vast amount of information

Company and investment story

A unified company story across the whole site

Entwined and embedded throughout content, images, key messages, case studies, multimedia

Very few sites do this successfully

Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site

Company and investment story

A unified company story across the whole site

Entwined and embedded throughout content, images, key messages, case studies, multimedia

Very few sites do this successfully

Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site

Company and investment story

A unified company story across the whole site

Entwined and embedded throughout content, images, key messages, case studies, multimedia

Very few sites do this successfully

Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site

Company and investment story

A unified company story across the whole site

Entwined and embedded throughout content, images, key messages, case studies, multimedia

Very few sites do this successfully

Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site

Other key findings

• 80% want information on Risk Management <> 90 % on average don’t provide it (70 % international average)

• Most companies slow to encourage or engage in stakeholder dialogue – even simply through offering feedback – or properly maintained and relevant corporate social media channels

• Group careers portals becoming relevant with large companies with disparate operating companies

• Interactive press sections with multimedia becoming more prevalent -seeing the start of full social media newsrooms

QuestionsStaffan Lindgren ● Managing Director (International)

http://kw-digital.com