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H&H Webranking 2008Summary
Marcus ErikssonHead of H&H Webranking
2008-12-11 | 27
What is H&H Webranking? Annual corporate website survey,
started 1997
The websites are reviewed according to a protocol covering the whole website
Research protocol based in real demand
700 websites in 20 countries included
Results are published in business dailies in several countries
Used regularly by more than 100 companies throughout Europe as a tool for improving their online communication
According to 90% of the respondents, the corporate website is the main source for
corporate information
2008-12-11 | 27
How does it work? The Survey
A questionnaire sent to analysts, investors and business journalists
Their answers are the basis for the research protocol
20% renewal ratio
The Ranking Ranking of all websites, at least twice
by different consultants Gathering of Best Practice database Knowledge gathering of trends
The Results Analysis of the results. Material are sent to newspapers. The H&H Webranking Report is
launched Seminars and Awards
2008-12-11 | 2723-04-08 | 4
A highly public survey
2008-12-11 | 27
Summary H&H Webranking 2008
Some findings from the rankings Social Media Films as a corporate branding tool Ready made IR & Media Financial Disclosure
Social Media
2008-12-11 | 27
Social media
Over 90 % of the analysts use Social media when searching for information about listed companies
Wikipedia, Linked in & Facebook most common
Company presence in social media0 10%
1 37%
2 24%
3 23%
4 or all 6%
Used media types
Wikipedia 81%
Flickr 60%
Slideshare 54%
Youtube 53%
Itunes 8%
2008-12-11 | 27
Social media
Films as a corporate branding tool
2008-12-11 | 27
Ready made IR & Media
2008-12-11 | 27
Financial disclosure
2008-12-11 | 27
Financial targets and target achievements
Financial Targets Yes 41% (25)
No 59% (75)
Target Achievements Yes 18%
No 82%
2008-12-11 | 27
Risk management/Risk factors
Risk Management
Yes 35% (28)
No 65% (72)
Marcus Eriksson Head of H&H Webranking
[email protected]+46 8 407 22 17
www.slideshare.net/webranking
2008-12-11 | 27
Is the corporate website really important?
Staffan LindgrenExecutive partner
2008-12-11 | 27
Corporate communications are evolving
Nowhere is it clearer than on the corporate website
2008-12-11 | 27
Why is the corporate website important?
Our target groups rate the website as the most used source of information from the
company
But… do they just say it?
2008-12-11 | 27
Traffic from analyst and banks
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Lehman BrothersLehman Brothers
Q3Q3
Q2Q2
7-day average, totals (blue) and 9 sites
2008-12-11 | 27
Is the corporate website working?
2008-12-11 | 27
Your website is not where the action is
57.00057.000 51.00051.000
During last 3 months:During last 3 months:
11 % decrease in visits11 % decrease in visitsto the corporate website to the corporate website
according to webanalyticsaccording to webanalytics
During last 3 months:During last 3 months:
11 % decrease in visits11 % decrease in visitsto the corporate website to the corporate website
according to webanalyticsaccording to webanalytics
During last 3 months:During last 3 months:
• Searches in Google more than doubledSearches in Google more than doubled
• Number of news articles more than doubledNumber of news articles more than doubled
During last 3 months:During last 3 months:
• Searches in Google more than doubledSearches in Google more than doubled
• Number of news articles more than doubledNumber of news articles more than doubled
Source: Google Trends
2008-12-11 | 27
If the website does not respond to current issues your our users will
leave you!
2008-12-11 | 27
Why is the corporate website important?
2008-12-11 | 27
The corporate website is extremely important It has grown to accommodate communication with all
stakeholders Customers Public Employees Shareholders Etc
THE primary source of corporate controlled content
Platform for ALL your activities online to support your brand
Meet the expectations of your target groups with the same type of functionality they experience elsewhere
BUT…
23-04-08 | 25
2008-12-11 | 27
It’s not enough!
To be effective and reach the target groups the online corporate communication needs to move beyond the corporate website
Change of mindset
Update content in near real time
Use more formats for the content, video, images, illustrations, channel adapted content bits
Measure, test and improve as part of work process
Embrace the possibilities
23-04-08 | 26
2008-12-11 | 27
Focus areas for next year
H&H Webranking 2009
2008-12-11 | 27
Some focus areas for 2009
Social media usage and visibility of messages outside the website
HOW video, images and voice is used, not only that it is used
Quality of functionality
More about the target group potential employers
The focus will be on quality of service, ease of use and how well and “true” the company adapt to the changing environment and in best practice identify those that makes this work for them rather against them.
23-04-08 | 28
2008-12-11 | 27
Marcus Eriksson Head of H&H [email protected]+46 8 407 22 17
www.slideshare.net/webranking
Staffan LindgrenExecutive [email protected]+46 8 407 22 12