measuring ir effectiveness online dirk 2010
DESCRIPTION
How do you measure the success and effectiveness of IR online? This presentation was part of a larger presentation by King Worldwide and our sister companies Taylor Rafferty and Capital Precision at DIRK in Frankfurt 2010.TRANSCRIPT
Measuring the success of IR online
DIRK, Frankfurt18 May 2010
Online corporate communication
Online corporate communication
Websites Search Social media
2010-05-18Helena Wennergren
Use your website as source to measure Use your website as source to measure effectiveness and success
Web statistics and analytics
• Numbers
External rankings
• Let others do the job for you –• Trend more important than
numbers• Expect increase during reports
j ybut be sure to know what they are ranking and what they base their research on
and other important events• Who is visiting
• Where do they come from –b k i
• H&H Webranking survey what the capital market – investors, analysts and journalist in Europebanks, investors etc
• What do they do – e.g.• Download of annual report
analysts and journalist in Europe and the US – expect to find on corporate websites and how they go about to find it
• Visits to online annual report• Visits to contact information
page
g
+ Get heads up on emerging topics
+ Know what information to add and how!
+ Improve website structure2010-05-18Helena Wennergren
Take control over the Take control over the search result pagesFACTSFACTS
People are more on other websites than yoursthan yours
Use of search is constantly growing
The search result pages is becomingThe search result pages is becoming “the company in brief”
WHAT DO YOU DO ABOUT IT?
Monitor your online presence on a regular basis
Decide what to achieve outside your own website and take appropriate actionaction
Create an online platform – before a crisis
2010-05-18Helena Wennergren
Online reputation I di id l t l lIndividual or corporate levels
How the CEO or the company is perceived in other online
From the result of the H&H Webranking questionnaire to analysts, investors and business journalists 2009
channels than those controlled by youHow visible is the
Do you search for information about listed companies in other channels than the company’s website?
CEO/company
Monitoring and analyzing the perception and visibility
company s website?
Yes 91%
YNo
perception and visibilityWhat is being said about you –what do you want them to say?
No 7%
No 2%
Yes
Who is saying something – who do you want to be engaged?Are you engaged in that
answer 2%
conversation?
2010-05-18Helena Wennergren
Summary: Measuring effectiveness online
Websites Search Social media
Who and what Take control over the search result pages
What do you want them to say – and what are they
sayingsaying
2010-05-18Helena Wennergren
