trends & best practices from around europe - martina scapin
TRANSCRIPT
BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Trends & best practices from around Europe
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Setting the scene
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
• The data in this presentation is based on the 2017-2018 European study, which will be published early next year
• Webranking works as a stress test, in that it measures the fundamentals of online corporate and financial communications and dialogue of the largest listed and non-listed companies, based on stakeholder demands.
Our Webranking research
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
European companies are improving by leaps and bounds
Average: +3
45.7 up from 42.7
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS6
Highly regulated industries most transparent digital communicators
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
1. Who are you and what do you actually do?
81%up from 80%
last year
46%down from
53% last year
22%up from 18%
last year
Business areas
(comprehensive
information)
Organisational
chart
Geographical
spread of
services+products
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on Kesko
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
2. Are you convincing me to invest?
32%up from 29%
last year
29%up from 19%
last year
12%up from 8%
last year
Strategy with concrete
actionsMarket outlookInvestment story
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on: Generali
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
3. Are you indulging my curiosity?
32%up from 29%
last year
46% 42%up from 36%
last year
Information supported with
infographics, videos or images
Live social
media feeds
Are experimenting
with storytelling
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on: Roche
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
4. How are you running your business?
31%up from 27%
last year
9% up from 8%
last year
37%down from 38%
last year
Materiality analysis Risk
management+processes
Remuneration for
executives in numbers
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
5. Life cycle ratio of websites
22%up from 17%
last year
10% down from
13% last year
17%up from 9.8%
last year
Italy Listed Switzerland ListedItaly non-listed
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
321
6. Three steps to an effective corporate communication
The Webranking research
serves as a useful guide
for companies to better
understand what
information is
fundamental to
stakeholders
Defining a clear content
strategy is fundamental
in developing a
corporate narrative that
works
Quality content means
investing in language and
visual communication to
create content that
engages users
Data & Facts Engaging content
& presentationCorporate
narrative
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Martina Scapin
@tiniscapin
Lundquist company page
Lundquist
Lundquist page
Lundquist channel
Slideshare account
Lundquist page
Thank you
BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS