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2010
contents
Introduction English 3 Chinese 4 Japanese 5 Russian 6 Arabic 7 Overall rankings 8-9
Table by metric and region Construction 10 Message 11 Contact 12 Society 13
Regional rankings and locations 14-15
Methodology 14
Table by metric and region Investors 16 Media 17 Jobseekers 18 Customers 19
What and who the Index judges 20
What makes top class 21
Themes and trends 22-23
State of the corporate website 24-25
About Bowen Craggs & Co 26
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 3 >
It is unlike other rankings for two reasons. First it takes an overall view. Rather than concentrating on a particular element, it looks at the jobs a web presence is asked to do, and sees how well it does them. Second, our approach is ‘expert’ rather than ‘check box’: our analysts – experienced in both business and the web – make judgements at every stage.
We have also for the first time taken the ‘planets’ into account – if a company shows it is treating social media and the web as part and parcel of its online effort, that reflects in the score.
We do not choose the companies we examine – they are defined by market capitalisation from the FT Global 500 – and as a result there is a fair bit of turnover. This year, as last, the most dropouts came from the financial services sector, helping make room for a diverse lot of newcomers and four returning to the fold having rebooted their valuation.
The Index is a ranking – in fact it is many rankings – but the real aim is not to stimulate praise, blame or panic, but to show what should be done (and what should not be done) to make a website as effective as possible. It is not designed to say ‘these are the best corporate websites’ – rather that this is how this group performs. But it does include the largest companies in the world, and the sample is big enough to give a good idea of trends. It also allows people responsible for corporate (or indeed non-corporate) sites to see which way others are going, to spot ideas – and, if they wish, to hijack some of them.
David Bowen April 2010
IntRoDUctIon
That is why this, the fourth Financial Times Bowen Craggs Index of corporate website effectiveness, shows that the recession has not really touched this online world. There has been at least as much activity in the past year, with skill combining with resources to create some truly impressive channels.
You need both. It is no coincidence that a Bowen Craggs survey showed that the energy sector spends much more on its web estates than any other while the top of the table is jammed with oil companies. But resources are not enough: some fabulously expensive sites fail because they have been let down on skills and have too many flaws. This year we see some Chinese companies finally investing in the web, but in every case the standard of execution has not matched the promise.
As we have said before, the real differentiator is the attitude of senior management. If top managers believe the web is one of their most important communication channels, they will authorise the resources, and effectiveness should follow. If they do not, it does not stand a chance.
But they have got to know what they are aiming for, and this is where the Index comes into its own. The problem with non-transactional websites is that return on investment is difficult to calculate.
What is needed is a way of judging whether a web estate is as good as it can be – that is, it is doing all the things it could be doing, as well as it can do them. And – at least as important – to see who is doing better so that best practice can be observed and adopted or adapted. These are the jobs the FT Bowen Craggs Index is attempting to fulfil.
The corporate website is not, as some people have claimed, dying. It is more important than ever. But like all the best stars, it now has planets flying around it, with strange names like Facebook, Twitter and YouTube. Skilled corporate communicators know that, but they also know that at the heart of a truly effective online strategy must lie a highly effective website.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 4 >
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 5 >
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 6 >
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 7 >
FT Bowen Craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 8 >
overall rankIngs
Company
Royal Dutch ShellBPSiemensRocheRio TintoEniGeneral ElectricUnileverAstraZenecaE.ONProcter & GambleNestléBritish American TobaccoCoca-Cola*Cisco SystemsQualcommTotalChevronGlaxoSmithKlineIBMNovartisWal-Mart Stores*Vodafone GroupIntel CorporationGoogleSanofi-AventisStatoilHewlett-PackardMicrosoftDeutsche TelekomBHP BillitonJohnson & JohnsonExxonMobilHSBCVolkswagen*France TelecomPhilip Morris International
2010 overall position
12 456789 1213 15 18 22232425 2728293031 33343536
Contact
91010871088789810109106887109699648758585746
Message
38354240353336363833343636402838403936353636342936323836273030383230393432
servingsociety
27252624252626232425242524252222272623221921222518232425192121232222231917
servinginvestors
28272022242719252321202323222423252425212622262723262223242223211821202322
serving the media
21212727202322192223202419192620181718232222211621201919222214101716151820
serving jobseekers
24242023251621211519211816142225182121221715162324141917251521201219122017
Url
www.shell.comwww.bp.comwww.siemens.comwww.roche.comwww.riotinto.comwww.eni.itwww.ge.comwww.unilever.comwww.astrazeneca.comwww.eon.comwww.pg.comwww.nestle.comwww.bat.comwww.thecocacolacompany.comwww.cisco.comwww.qualcomm.comwww.total.comwww.chevron.comwww.gsk.comwww.ibm.comwww.novartis.comwww.walmartstores.comwww.vodafone.comwww.intel.comwww.google.comwww.sanofi-aventis.comwww.statoil.comwww.hp.comwww.microsoft.comwww.telekom.comwww.bhpbilliton.comwww.jnj.comwww.exxonmobil.comwww.hsbc.comwww.volkswagenag.comwww.francetelecom.comwww.pmi.com
Country
UK-NetherlandsUK GermanySwitzerlandAustraliaItalyUSAUK-NetherlandsUKGermanyUSASwitzerlandUKUSAUSAUSAFranceUSAUKUSASwitzerlandUSAUKUSAUSAFranceNorwayUSAUSAGermanyAustraliaUSAUSAUKGermanyFranceUSA
Construction
44434342424444454643493844423736394146394544433834464331324142374740393037
2009score
195209202210192197195197
-189159194
-187193
-187186192195194194187192191184180187190
-182181168183171
-174
serving customers
22252223232123212124192322
*2225192016152317
*22222223211726262420252224
*202320
Total
213210210209201200199198196196196195194194193193193192192192192191190189188188186185182180179179178177175171171
* Serving customers score is proportional to the score for all other metrics (Total other metrics/248 x 32 = Customers)
2009position
823116686-
204111-
2215-
222516811112281827322219-
3031362934-
33
2010 overall score
213210210209201200199198196196196195194194193193193192192192192191190189188188186185182180179179178177175171171
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 9 >
39 42434445 47 49 5253 555657585960616263 6566 68697071 737475
171168168168167166164163163162162158158158157156156155153151148147146145144143143134132132129128127124124117109106
2830332928313533262924283229343027323028272625192828292622203331232725302420
87655646879795675556774363465545445344
2118232114151921211719142213181221231223181618221719161219151415181117131016
2125181923191824261620171723182219212215131721231620231415141916171619161517
181720172212171326191019142414171722201419812139141589811141291081011
2021161721191716171622151216101281713191114111761171617165916115871
www.rbc.comwww.bg-group.comwww.pfizer.comwww.toyota.co.jpwww.att.comwww.wellsfargo.comwww.edf.comwww.gdfsuez.comwww.verizon.comwww.apple.comwww.jpmorganchase.comwww.oracle.comwww.pepsico.comwww.vale.comwww.samsung.comwww.gazprom.comwww.telefonica.comwww.petrobras.comwww.nttdocomo.comwww.abbott.comwww.aboutmcdonalds.comwww.pingan.comwww.santander.comwww.ntt.co.jpwww.icbc-ltd.comworld.honda.comwww.rosneft.comwww.ccb.comwww.boc.cnwww.mufg.jpwww.shenhuachina.comwww.petrochina.com.cnwww.itau.com.brwww.chinalife.com.cnwww.ril.comwww.sinopec.comwww.cnoocltd.comwww.chinamobileltd.com
CanadaUKUSAJapanUSAUSAFranceFranceUSAUSAUSAUSAUSABrazilSouth KoreaRussiaSpainBrazilJapanUSAUSAChinaSpainJapanChinaJapanRussiaChinaChinaJapanChinaChinaBrazilChinaIndiaChinaHong KongChina
Disclosure: Bowen Craggs & Co has acted as consultant to several companies featured in the ranking; see About Bowen Craggs.
171168168168167166164163163162162158158158157156156155153151148147146145144143143134132132129128127124124117109106
251517202326211720262025*1816191523151717
*1723201420231013191610111818141312
*12
--
163159142
-144
-158166154
-148151153118150149152
---
152136143
-127132118128105121
-111129112
-100
Royal Bank of CanadaBG GroupPfizerToyota MotorAT&TWells FargoEDFGDF SuezVerizon CommunicationsAppleJPMorgan Chase & CoOraclePepsiCo*Vale do Rio DoceSamsung ElectronicsGazpromTelefonicaPetrobrasNTT DoCoMoAbbott Laboratories McDonald’s*Ping An InsuranceBanco SantanderNippon Telegraph & TelephoneIndustrial & Commercial Bank of ChinaHonda MotorRosneftChina Construction BankBank of ChinaMitsubishi UFJ FinancialChina Shenhua EnergyPetroChinaItaú UnibancoChina Life InsuranceReliance IndustriesSinopecCNOOCChina Mobile*
3035354031383333193238333432384136203429363635344225393926383327192829262725
--
384157-
55-
433744-
53484569505146---
465956-
656169637468-
736272-
75
2010 overall position
2010 overall score company construction Message contact
serving society
serving investors
serving the media
serving jobseekers
serving customers total
2009 score
2009 position URl country
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 10 >
constRUctIon Regional rankings
ConstructionEurope
AstraZenecaGlaxoSmithKlineSanofi-AventisNovartisUnileverBritish American TobaccoEniRoyal Dutch ShellBPE.ONSiemensStatoilVodafone GroupRoche
Deutsche TelekomHSBCTotalVolkswagenNestlé
Telefonica
Banco SantanderBG Group
EDFGDF Suez
France Telecom
46 45 44 43 42
414039 38
36
35
33
30
42 414039 38
36
34 33
32
30292827 26 25 2019
maximum score US
Procter & GambleExxonMobil
General ElectricWal-Mart Stores
Coca-Cola
Chevron
IBM
Intel CorporationJPMorgan Chase & CoWells FargoCisco SystemsJohnson & JohnsonPhilip Morris InternationalMcDonald’sQualcommPfizer
GooglePepsiCo Oracle
AppleMicrosoftAT&THewlett-Packard
Abbott Laboratories
Verizon Communications
Rest of world
BHP BillitonIndustrial & Commercial Bank of ChinaRio TintoGazpromToyotaChina Construction BankRosneftMitsubishi UFJ FinancialSamsung Electronics
Ping An Insurance
Nippon Telegraph & TelephoneNTT DoCoMoChina Shenhua Energy
Vale do Rio Doce
Royal Bank of CanadaReliance IndustriesChina Life InsuranceCNOOCPetroChinaBank of ChinaSinopecChina MobileHonda MotorPetrobrasItaú Unibanco
60
4947
44
42
41
39
38 37 36 35
34 33
32 31
29
19
This metric shows how easy a web estate is to use by all visitors, not just one group. We look at coherence on the corporate site, with a premium on conventional navigation: it is risky to offer anything else. We examine orientation – how easy it is to see where you are – and the way business, country and brand sites are integrated into the whole. We then test the internal search engine as well as ‘visibility’, how visible the site is on major search engines and how connected to social media.
top performers
Procter & Gamble ExxonMobil AstraZeneca GlaxoSmithKline Sanofi-Aventis Novartis Unilever British American Tobacco Eni General Electric Royal Dutch Shell Wal-Mart Stores BP E.ON Siemens Statoil Vodafone Group BHP Billiton Coca-Cola Industrial & Commercial Bank of China Rio Tinto Roche
2010
49474646464545 444444444443434343434242424242
2009
3643
45474843
4242314241424043414242423942
top improvers
EDFAT&T Procter & Gamble Royal Dutch Shell Telefonica Gazprom
2010
333149443641
2009
191836312531
+
+14+13+13+13+11+10
Highest newcomer
AstraZeneca
2010
46
Pos
3=
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 11 >
Message Regional rankings
MessageEurope
SiemensRocheTotalVolkswagenAstraZenecaRoyal Dutch ShellStatoilBritish American TobaccoGlaxoSmithKlineNestléNovartisUnileverBPEDFFrance TelecomVodafone GroupE.ONEniGDF SuezSanofi-Aventis
BG GroupDeutsche TelekomHSBC
Telefonica
Banco Santander
35
34
33
32
3130 29 28
27
26 2524232220 19
maximum score US
Coca-Cola
ChevronJohnson & JohnsonQualcomm
General ElectricGoogleHewlett-PackardWal-Mart Stores
IBM
Procter & Gamble
Pfizer
ExxonMobilPepsiCoPhilip Morris InternationalWells Fargo
AppleIntel Corporation
Abbott LaboratoriesAT&TCisco SystemsOracleMcDonald’sMicrosoftVerizon Communications
JPMorgan Chase & Co
48
40
3938
36
35
34
33
32 31
29
28
27 26
24
4240 3938 36 35 34 33 32
30
27
25
Rest of world
Rio Tinto
Samsung Electronics
China Shenhua Energy
Petrobras
PetroChinaBHP BillitonGazpromNTT DoCoMoSinopecRosneftToyotaVale do Rio DoceHonda MotorIndustrial & Commercial Bank of ChinaRoyal Bank of Canada
China Life Insurance
China Construction BankPing An InsuranceReliance IndustriesCNOOCItaú UnibancoBank of ChinaChina MobileMitsubishi UFJ FinancialNippon Telegraph & Telephone
The aim of this metric is to see how well companies are using their websites to project a suitable image to the world. That does not mean it has to fit a particular model, but it must be appropriate for the group.
We look at the strength of the home page, at overall visual design, at the appropriate use of international content and at what the site tells in its group information pages.
top performers
Siemens Coca-Cola Roche Total Chevron Volkswagen AstraZeneca Johnson & Johnson Qualcomm Royal Dutch Shell Statoil British American Tobacco General Electric GlaxoSmithKline Google Hewlett-Packard Nestlé Novartis Unilever Wal-Mart Stores
2010
42 4040403939383838383836363636 3636363636
2009
424142333438
38
4035
33
363635383733
top improvers
Procter & Gamble TotalChina Shenhua Energy Gazprom Chevron
2010
3440333039
2009
2233272434
+
+12+7+6+6+5
Highest newcomers
AstraZenecaQualcomm
2010
38
Pos
4=
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 12 >
contact
Regional rankings
ContactEurope
BPBritish American TobaccoEniNovartisSiemensRoyal Dutch Shell
E.ONGlaxoSmithKlineNestléRocheUnileverAstraZenecaBG GroupVolkswagen
GDF SuezSanofi-AventisTotalVodafone GroupDeutsche TelekomHSBCTelefonica
Banco SantanderEDFFrance TelecomStatoil
10 9
8 7
6 5
4
8
7
6
5 4 3
maximum score US
Coca-ColaQualcomm
Cisco SystemsGoogleIntel CorporationJPMorgan Chase & CoPepsiCoProcter & GambleWal-Mart StoresChevronExxonMobilGeneral ElectricHewlett-PackardVerizon CommunicationsAppleIBMMcDonald’sMicrosoftOracleAbbott LaboratoriesPfizerPhilip Morris InternationalWells FargoAT&TJohnson & Johnson
Rest of world
BHP BillitonRoyal Bank of Canada
GazpromPing An InsuranceRio Tinto
China Construction BankIndustrial & Commercial Bank of ChinaSamsung Electronics
Bank of ChinaMitsubishi UFJ FinancialNTT DoCoMoPetrobrasPetroChinaReliance IndustriesToyotaVale do Rio DoceChina Life InsuranceChina MobileChina Shenhua EnergyCNOOCItaú UnibancoRosneftHonda MotorNippon Telegraph & TelephoneSinopec
12
10
9 8 7 6 5
Many people use websites simply as a route to getting in touch with a company, which is why we include this as a separate metric. How the company chooses to handle such visitors varies, but we make a judgement on whether it is considering their needs and its own appropriately. We look at contact information – are details tailored for each group, is it possible to find everything in one place? We also look at how the company tries to make its own life easier by answering the visitors’ needs on site – with frequently-asked questions or signposts to useful pages.
top performers
BP British American TobaccoCoca-Cola Eni Novartis Qualcomm Siemens Cisco Systems Google Intel Corporation JPMorgan Chase & Co PepsiCo Procter & Gamble Royal Dutch Shell Wal-Mart Stores
2010
10 1010 1010101099999999
2009
10
81011
1069999669
top improvers
Cisco SystemsProcter & Gamble Royal Dutch ShellCoca-Cola Gazprom Samsung Electronics
2010
999107 6
2009
666854
+
+3+3+3+2+2+2
Highest newcomers
British American TobaccoQualcomm
2010
10
Pos
1=
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 13 >
seRvIng socIetY Regional rankings
Serving societyEurope
Royal Dutch ShellTotalEniSiemensBPE.ONNestléAstraZenecaBritish American TobaccoRocheStatoilGlaxoSmithKlineSanofi-AventisUnileverVolkswagenHSBCVodafone Group
Deutsche TelekomGDF SuezTelefonicaEDFFrance TelecomNovartisBanco SantanderBG Group
Rest of world
Rio Tinto
Petrobras
Nippon Telegraph & Telephone
BHP BillitonRoyal Bank of CanadaToyotaBank of ChinaHonda Motor
Itaú UnibancoSamsung ElectronicsIndustrial & Commercial Bank of ChinaReliance IndustriesChina MobilePing An InsuranceRosneftMitsubishi UFJ FinancialPetroChinaChina Shenhua Energy
SinopecVale do Rio DoceChina Construction BankGazpromNTT DoCoMoChina Life InsuranceCNOOC
25
23
22
21 19
18 17 16 15 14
13 12 1110
maximum score US
ChevronGeneral ElectricCoca-ColaHewlett-PackardIntel CorporationProcter & Gamble
Abbott LaboratoriesJohnson & JohnsonPfizer
Cisco SystemsExxonMobilIBMPepsiCoQualcommVerizon CommunicationsWal-Mart Stores
JPMorgan Chase & CoMicrosoft
GoogleMcDonald’sApplePhilip Morris International
Wells Fargo
AT&TOracle
32
26 25 24
23
22 21
19
18 17
15
14
27 26 25 24 23 22
21 19 18
Reputation management is a big issue for many companies, and several have realised that their website is a good place to tackle it. They have two main audiences: the general public and the burgeoning social responsibility profession, which is looking to compare performance against set standards.
We look at three aspects: corporate governance content and how well the web is used to make it accessible; the supply of performance data and management information; and how the site is used to reinforce or defend a company’s reputation.
top performers
Royal Dutch ShellTotal Chevron Eni General Electric Siemens BP Coca-Cola E.ON Hewlett-Packard Intel Corporation Nestlé Rio Tinto AstraZeneca British American Tobacco Procter & Gamble Roche Statoil
2010
2727 2626 26 26252525252525252424242424
2009
27212526242426242326252423
212422
top improvers
Bank of ChinaTotalChina Shenhua Energy China Life Insurance Procter & Gamble Samsung Electronics Vodafone Group
2010
19271411241822
2009
921108211519
+
+10+6+4+3+3+3+3
Highest newcomers
AstraZenecaBritish American Tobacco
2010
24
Pos
14=
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 14 >
oveRall RankIngs BY RegIon
The index is populated by the top 25 companies in the FT Global 500 from, respectively, Europe, the US and Rest of the world. On this page we show the overall rankings for each of the regional blocs along with a note of the companies’ industry/sector as they appear in the FT Global 500. We also locate each company on the world atlas according to its corporate headquarters.
MetHoDologY
Bowen Craggs has developed a methodology to benchmark corporate sites in great detail. The FT Bowen Craggs Index uses the same methodology, but at a lighter level. The metrics are divided into two groups: overall and specific. Specific metrics concentrate on how well the site serves different groups. Within the overall metrics, Construction covers navigation and coherence, Message looks at the visual and content messages the site transmits, while Contact covers both ease of making contact and appropriate use of FAQs.
Each metric is sub-divided and the same questions asked of each site. We do not, however, use a checklist approach: our analysts are all experts on the corporate web and are trained to ask first what should be provided, and only then to judge how well it is provided. ‘Appropriate’ is the key word. A new review takes 12 hours on average and is carefully documented: we have 400,000 words of analysis to support this table. There have been some refinements of methodology this year: notably the inclusion of social media indicators, and the averaging of customer scores where not relevant.
Companies included in the index are taken from the FT Global 500 2009, ranked by market capitalisation. We have indexed the top 25 from each of the US, Europe and the rest of the world. The only company excluded is Berkshire Hathaway, which chooses not to use the web in a conventional way. We look at the entire presence, covering non-English content where it is important to do so. Chinese-, Japanese- and Russian-speaking associates are used to check relevant areas.
Companies featured last year that no longer fit the criteria: Allianz, America Movil, American International Group, Arcelor Mittal, Bank of America, BNP Paribas, Citigroup, ConocoPhillips, Intesa Sanpaolo, Lukoil, Nintendo, Nokia, Saudi Basic Industries, Sberbank of Russia, Schlumberger, Unicredito Italiano.
UsCompany
Abbott LaboratoriesAppleAT&TChevronCisco SystemsCoca-ColaExxon MobilGeneral ElectricGoogleHewlett-Packard IBM Intel Corporation Johnson & Johnson JP Morgan Chase McDonald’sMicrosoft Oracle PepsiCo Pfizer Philip Morris International Procter & Gamble Qualcomm Verizon Communications Wal-Mart Stores Wells Fargo
Ranking
5747=4218=15=13=337252818=2431=47=582949=49=39=36=9=15=45=2243
Industry/sector
pharmaceuticals & biotechnology technology hardware & equipment fixed line telecommsoil and gas producerstechnology hardware & equipmentbeveragesoil and gas producersgeneral industrialssoftware & computer servicestechnology hardware & equipmentsoftware & computer servicestechnology hardware & equipmentpharmaceuticals & biotechnologybankstravel & leisuresoftware & computer servicessoftware & computer servicesbeveragespharmaceuticals & biotechnologytobaccohousehold goods & home constructiontechnology hardware & equipmentfixed line telecommsgeneral retailersbanks
Newcomers shown in italics
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 15 >
Rest of worldCompany
Bank of China BHP Billiton China ConstructionBank China Life Insurance China Mobile China Shenhua Energy CNOOC Gazprom Honda Motor Industrial & Commercial Bank of ChinaItaú Unibanco Mitsubishi UFJ FinancialNippon Telegraph & Telephone NTT DoCoMo Petrobras PetroChina Ping An Insurance Reliance Industries Rio Tinto Rosneft Royal Bank of Canada Samsung Electronics Sinopec Toyota Motor Vale do Rio Doce
Ranking
66= 31=6571=75687453=63=627066=615655695971=563=36=527339=49=
Industry/sector
banks mining bankslife insurancemobile telecommunicationsminingoil and gas producersoil and gas producersautomobiles & partsbanksbanksbanksfixed line telecommsleisure goodsoil and gas producersoil and gas producerslife insurancechemicalsminingoil and gas producersbankstechnology hardware & equipmentoil and gas producersautomobiles & partsmining
europeCompany
AstraZeneca Banco Santander BG Group BP British American Tobacco Deutsche Telekom E.ON EDF Eni France Telecom GDF Suez GlaxoSmithKline HSBC Nestlé Novartis Roche Royal Dutch Shell Sanofi-Aventis Siemens Statoil Telefonica Total Unilever Vodafone Group Volkswagen
Ranking
9= 6039=2=13=309=44636=45=18=341218=41 25=2=2753=15=82335
Industry/sector
pharmaceuticals & biotechnology banks oil and gas producersoil and gas producerstobaccotelecomsgas, water & utilitieselectricityoil and gas producerstelecomsgas, water & utilitiespharmaceuticals & biotechnologybanksfood producerspharmaceuticals & biotechnologypharmaceuticals & biotechnologyoil and gas producerspharmaceuticals & biotechnologyelectronic & electrical equipmentoil and gas producersfixed line telecomsoil and gas producersfood producersmobile telecommunicationsautomobiles & parts
FT Bowen Craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 16 >
servIng InvesTors regional rankings
Serving investorsEurope
Royal Dutch ShellBPEniNovartisSanofi-AventisVodafone GroupBG GroupGlaxoSmithKlineTotalUnileverGDF Suez
AstraZenecaBritish American TobaccoFrance TelecomNestléDeutsche TelekomRocheStatoilBanco SantanderE.ONHSBCSiemensVolkswagenTelefonica
EDF
2827 26 25 24
23 22 21 20 19
18
24
23 22
21
20
19 18 17
16 15 14
maximum score US
Intel Corporation
Verizon Communications
ChevronCisco SystemsMicrosoftAT&TGoogleHewlett-PackardQualcommCoca-ColaPhilip Morris InternationalWal-Mart StoresIBMJohnson & Johnson
JPMorgan Chase & CoProcter & GambleGeneral ElectricWells Fargo
ExxonMobilPfizerOraclePepsiCo
Apple
Abbott Laboratories
McDonald’s
Rest of world
Rio Tinto
BHP BillitonNippon Telegraph & TelephoneRosneftVale do Rio DoceGazpromNTT DoCoMo
PetrobrasRoyal Bank of Canada
Honda Motor
China Shenhua EnergyReliance IndustriesToyotaSamsung Electronics China MobileItaú UnibancoPing An InsuranceChina Life InsuranceIndustrial & Commercial Bank of ChinaPetroChinaSinopecBank of ChinaCNOOCChina Construction BankMitsubishi UFJ Financial
32
27
26
24 23 22 21
20 19
18 17
16
15
13
Investors remain the most important target group for many large companies. It may be only a handful of people – analysts and fund managers – they need to impress, but they are worth thousands of ‘ordinary’ people. Some companies, though still too few, have realised that private shareholders should also be served, both to treat them better and to save administrative costs.
We segment investor relations (IR) customers into three: analysts/ investors who follow the company; analysts/investors wanting to research it; and private shareholders. It makes sense to think of the needs of these groups and give them what they want – companies at the top of the list take them all into account.
Top performers
Royal Dutch Shell BP Eni Intel Corporation Novartis Sanofi-Aventis Verizon Communications Vodafone Group BG Group GlaxoSmithKline Total Unilever Chevron Cisco Systems GDF Suez Microsoft Rio Tinto
2010
2827272726262626252525252424242424
2009
2628242725242726
2424242427
2524
Top improvers
AT&T Rosneft Gazprom China Shenhua Energy
2010
2323 2219
2009
19191815
+
+4+4+4+4
Highest newcomer
BG Group
2010
25
Pos
9=
FT Bowen Craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 17 >
servIng THe medIa regional rankings
Serving the mediaEurope
RocheSiemens
NestléE.ONEniAstraZeneca Deutsche TelekomNovartis
BPRoyal Dutch ShellVodafone GroupSanofi-Aventis
British American TobaccoStatoilUnilever
France TelecomGlaxoSmithKlineTotalBG GroupEDFTelefonicaHSBCVolkswagen
GDF SuezBanco Santander
Rest of world
Vale do Rio Doce
Petrobras
NTT DoCoMoRio Tinto
Royal Bank of Canada
GazpromToyota
RosneftBHP BillitonHonda MotorPetroChinaSamsung ElectronicsNippon Telegraph & TelephoneItaú UnibancoChina Mobile China Shenhua EnergyCNOOCReliance IndustriesBank of ChinaChina Life InsuranceIndustrial & Commercial Bank of ChinaChina Construction BankMitsubishi UFJ FinancialPing An InsuranceSinopec
24
22
20
18
17
1514 131211 10 9 8
maximum score US
Cisco SystemsVerizon Communications
IBM
AT&TGeneral ElectricMicrosoftWal-Mart StoresGoogle
PfizerPhilip Morris InternationalProcter & GambleQualcommAppleCoca-ColaHewlett-PackardMcDonald’sOracle
ChevronExxonMobil
Intel Corporation
Abbott LaboratoriesPepsiCo
Wells Fargo
Johnson & JohnsonJPMorgan Chase & Co
32
26
23
22 21
20 19
17
16
14
12
10
27
2423 22
21 20
19
18 17 1615
1312
One aspect of corporate web use consistently exposed by the Index is that many press offices simply do not see the medium as an important part of their service.
We look at how well a site caters to four areas of journalistic enquiry: news releases and their archiving; the ready availability of good quality contact information; the scope and range of background about the company and its industry; and the provision of publication-quality imagery.
Top performers
RocheSiemens Cisco Systems Verizon Communications Nestlé Vale do Rio Doce E.ON Eni IBM AstraZeneca AT&T Deutsche Telekom General Electric Microsoft Novartis Petrobras Wal-Mart Stores BP Google Royal Dutch Shell Vodafone Group
2010
272726262424232323222222222222222221212121
2009
262527262324232324
232322212419212122
Top improvers
China Life Insurance China Shenhua Energy Gazprom NTT JPMorgan Chase & CoPepsiCoProcter & Gamble
2010
9111713101420
2009
5713971117
+
+4+4+4+4+3+3+3
Highest newcomers
AstraZenecaAT&TDeutsche Telekom
2010
22
Pos
10=
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 18 >
seRvIng JoBseekeRs Regional rankings
Serving jobseekersEurope
BPRoyal Dutch ShellRoche
BG GroupGlaxoSmithKlineUnilever
France TelecomSiemensE.ONHSBCStatoilNestléTotalEDFNovartis
British American TobaccoEniGDF SuezVodafone GroupAstraZenecaDeutsche TelekomSanofi-Aventis
Volkswagen
Banco Santander
Telefonica
24 23
21
20 19 18 17
16 15 14
12
11
8
25
21
20
17 16
141312
11 10987 65 1
maximum score US
MicrosoftQualcommGoogle
Intel CorporationCisco SystemsIBMJPMorgan Chase & CoAT&TChevronGeneral ElectricProcter & GambleJohnson & Johnson
Abbott LaboratoriesWells Fargo
Hewlett-PackardPhilip Morris InternationalVerizon Communications
ApplePfizer
OracleWal-Mart Stores Coca-Cola
ExxonMobilPepsiCo McDonald’s
Rest of world
Rio Tinto
BHP Billiton
Royal Bank of Canada
Bank of ChinaNippon Telegraph & TelephonePetrobrasToyotaChina Construction BankItaú UnibancoMitsubishi UFJ FinancialVale do Rio Doce
Ping An InsuranceNTT DoCoMoGazprom
China Life InsuranceHonda MotorSamsung ElectronicsPetroChinaSinopecCNOOCRosneftIndustrial & Commercial Bank of ChinaChina Shenhua EnergyReliance IndustriesChina Mobile
32
25 24
2322 21 20
19
17
16
15 14
12 11
Jobseekers are still one of the largest visitor groups to company websites. Our metrics look at three aspects of online recruitment: the company-wide job search and application system; information for college leavers; and ‘value added content’ – how engagingly the company sells itself as a place to work.
top performers
Microsoft Qualcomm Rio Tinto BP Google Royal Dutch Shell Intel Corporation Roche Cisco Systems IBM JPMorgan Chase & Co AT&T BG Group BHP Billiton Chevron General Electric GlaxoSmithKline Procter & Gamble Unilever
2010
25 252524242423 232222222121212121212121
2009
27
22242422282123242418 212220192121
top improvers
GazpromPetrobras Bank of ChinaChina Shenhua EnergyNovartis Sinopec
2010
1217175178
2009
08120123
+
+12+9+5+5+5+5
Highest newcomer
Qualcomm
2010
25
Pos
1=
FT Bowen Craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 19 >
servIng CUsTOMers regional rankings
Serving customersEurope
BP
Deutsche TelekomE.ONHSBCFrance TelecomNestléRocheTelefonicaBritish American TobaccoRoyal Dutch ShellSiemensVodafone GroupAstraZenecaEDFEniSanofi-AventisUnileverBanco SantanderTotalVolkswagen*
GDF SuezNovartisStatoil
BG GroupGlaxoSmithKline
Rest of world
Royal Bank of Canada
Honda MotorPing An InsuranceRio Tinto
BHP BillitonIndustrial & Commercial Bank of ChinaToyotaBank of ChinaSamsung ElectronicsChina Life InsuranceItaú UnibancoNTT DoCoMo
Mitsubishi UFJ FinancialVale do Rio DoceGazpromPetrobrasNippon Telegraph & TelephoneReliance IndustriesChina Construction BankSinopecChina Mobile*CNOOCPetroChinaChina Shenhua EnergyRosneft
25
23
20
19
18
17
16
15
14
13
12
1110
maximum score US
AppleHewlett-PackardMicrosoftWells FargoCisco SystemsJohnson & JohnsonOracle
AT&TGeneral ElectricGoogleIBMCoca-Cola* ExxonMobilIntel CorporationWal-Mart Stores*
JPMorgan Chase & CoPhilip Morris InternationalVerizon CommunicationsProcter & GambleQualcommPepsiCo*
Abbott LaboratoriesMcDonald’s*PfizerChevron
32
26
25
23
22
20
19
18
17
16
25
24
23
22
21
20
17
15
We test the sites by creating a small selection of ‘journeys’ and seeing how easy it is to complete them, how good the information and if it is clear what to do next.
Some companies are not trying to use their corporate site to help customers. This can make sense. This year we have identified six such companies, and scored them in this section proportionate to their overall performance in all other areas.
Top performers
AppleHewlett-Packard Microsoft Wells Fargo BP Cisco Systems Johnson & Johnson Oracle Royal Bank of Canada Deutsche Telekom E.ON HSBC
2010
262626262525252525242424
2009
262526
242825
2324
Top improvers
EDFRosneftTelefonicaVale do Rio Doce
2010
21102316
2009
1982114
+
+2+2+2+2
Highest newcomer
Wells Fargo
2010
26
Pos
1=
* Serving customers score is proportional to the score for all other metrics (Total other metrics/248 x 32 = Customers)
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 20 >
the judgement of experts, rather than a ‘check box’ approach: websites are too complex to be measured in a simple way (see Methodology, p14, for more).
changing global constituency
This year the Index again covers 75 companies: the top 25 in the FT Global 500 – ranked by market capitalisation – from each of the US, Europe and Rest of the world (including Russia). Inevitably, there have been changes to the cast. Of the 16 fresh faces in 2010, four are returning to the fold: Wells Fargo, Honda Motor, Royal Bank of Canada and AstraZeneca; two companies, CNOOC and Ping An Insurance, have added to the contingent of Chinese corporates in the list, taking their number to 10. The nine debutants from the US and Europe include three from the telecoms sector (Oracle, France Telecom and Deutsche Telekom). Half of the 16 companies featured in 2009 and dropped because they no longer meet the market cap criteria are banks or other financial services companies (for the full list, see Methodology, p14).
WHat anD WHo tHe InDex JUDges
The FT Bowen Craggs Index of corporate website effectiveness is a ranking – in fact it is many rankings – but the real aim is not to stimulate praise, blame or panic, but to show what should be done (and what should not be done) to make a website as effective as possible.
A large company’s web presence is an expensive thing – companiesbrave enough to tot up the total may find it runs into tens of millions of dollars a year. Yet return on investment is hard to pin down. But with the web now becoming a mass medium in the developed world, and growing at a giddy rate elsewhere, it is an essential part of the communications mix.
What is needed is a way of judging whether a web estate is as good as it can be – that is, it is doing all the things it could be doing, as well as it can do them. And – at least as important – to see who is doing better so that best practice can be observed and adopted or adapted. These are the jobs the FT Bowen Craggs Index is attempting to do.
Unique index
This Index is unlike other rankings for two main reasons. First, it takes an overall view. Rather than concentrating on a particular element, it looks at the different (and often complex) jobs a site is asked to do, and assesses how well it does them. The advantage with corporate sites is that although there are considerable differences in emphasis, these tasks are pretty much the same for all. (In rare instances where a metric is considered inapplicable, a score is awarded to preserve comparability in proportion to the site’s performance in all other metrics – see the footnote to the main table, p8.) Second, our methodology is based on
How the ranking works and companies are chosen for inclusion
What is needed is a way to see who is doing better so that best practice can be observed and adopted or adapted.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 21 >
WHat Makes top class
What constitutes a top-class corporate web presence? First, you can move around easily without losing your bearings. This is a sign both of good construction and good governance – that is, the web presence is run according to well-observed rules and processes.
Second, the best sites do all the jobs they could be doing. They offer a high quality service to all stakeholders: people looking for jobs, customers, journalists, investors and the important social responsibility lobby (for more, see the individual metric tables, pp10-19). They even take care to offer good contact points – an element we include separately because it is often the most important role a site plays.
Third, they make good use of web technology. The spread of broadband means video, podcasts and the like make increasing sense, though imaginative use of less bandwidth hungry tools can be at least as valuable. We see limited but growing evidence of social media such as Twitter, Facebook and YouTube and other ‘web 2.0’ devices to build communities online. This may be because these corporate giants are laggardly or because they are rationally cautious, keeping their fingers cool while waiting for an exploitable model to emerge. Nevertheless, we have seen more experimentation in the past year, and have fine-tuned our methodology to reflect such activity (for more, see Methodology, p14).
Royal Dutch Shell, the new index leader, displacing Roche, and its regents, BP and Siemens, stand out because of the impressive quality they achieve across all areas of their respective web presences. Where others shine in places and stumble elsewhere, the top companies have no significant areas of weakness. In the cases of Shell and Siemens, this reflects a constant quest for improvement that has seen both tackle soft
spots that had appeared in their respective web presence. BP’s continuing commitment to incremental improvement of an already high-performing presence is of itself a noteworthy achievement.
The continued raising of the general standard (23 companies now score 190 or more compared with 180 two years ago) indicates that these companies are inspiring others in the search for effectiveness. In continuing to raise the benchmark, they ensure that no one, least of all themselves, can afford to rest on their achievements.
The characteristics of an effective corporate web presence
There is limited evidence of social media such as Twitter, Facebook and YouTube and other ‘web 2.0’ devices. We have nevertheless seen more experimentation in the past year and have fine-tuned the methodology to reflect such activity.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 22 >
been relaunched twice in the past two years – first time round the site had usability problems, this version does not. It buzzes with fascinating features – think of the website as the company’s biggest publication, and you will see the point.
greater interest in being interesting
The idea that a corporate website should be interesting is one that is catching on. The spread of broadband has helped greatly, because it is now reasonable, rather than anti-social, to offer video and multimedia. Siemens’ well-established home-page features lead into a maze of beautiful images and videos; most impressively, these are now localised across dozens of country sites. Like Shell it has jumped back up the Index by tackling navigational oddities introduced in its last edition.
Also in the stakes for ‘most engaging website’ prize are Statoil and GDF Suez, for their videos, and AstraZeneca, for its home page headlines. The pharmaceuticals company is strangely rare in believing that if your website is a magazine, then the home page should make people want to look inside.
a familiar restraint on development
Quality of content is where the Chinese tend to fall down. China Shenhua Energy has launched a new site that looks good and works well, but the English version is so riddled with errors it is in effect saying ‘We do not see the web as a serious way of communicating with an international audience’.
Other Chinese companies still don’t get the web. Bank of China puts out printed corporate responsibility and annual reports that match the best, but its website is poor indeed. Its problem is one that all companies used to face: bosses who see online as an add-on, not a prime communication channel.
tHeMes anD tRenDs
Last year we said that there had been a jump in the quality of corporate websites. This year there has been another. The average has risen by five points, after a four point advance in 2009. Two years ago 23 companies scored 180 or more; now the same number has reached 190 or higher.
It is not just about resources, though they help a lot. We carried out a survey last summer that revealed that the oil and gas industry spends twice as much as any other on its corporate web presence. It shows, but the difference between BP, Shell and Eni, all at or near the top, and Total and Statoil, rather lower down, lies in the skill of execution, not the money spent.
something old something new
Are BP and Shell much of a muchness? More like chalk and cheese. BP’s site is one of the oldest in the Index – look at it in 2004 and now, and you would not spot much difference. But it has been polished and polished, so that what it does, it does very well. Shell, by contrast, has
The corporate website is an area where the giant companies of the world are undoubtedly getting better at what they do.
Shell’s relaunch buzzes with fascinating features. Think of the website as the company’s biggest publication, and you will see the point.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 23 >
extremes of experience
Some of the worse-constructed sites are American, including such technological laggards as Apple, Google and Microsoft. The issue, unchanged from last year, is that they let their decentralised philosophy roam free on their web estates, leading to dire dysfunctionality. Try getting from Apple’s investor section to its media section – it’s an interesting puzzle. Does that matter? Ask a financial journalist.
Some of the big IT sites, including Cisco and IBM, are impressive, but a prize should go to Qualcomm for daring to believe that a corporate IT website does not have to look like all the others.
Reputations on the line
If there is one reason why a company needs to pay attention to its website, it is to manage its reputation. If something goes wrong, this is the first place people will look. Despite corporate Japan’s overall indifference to the web – reflected in continuing poor scores – Toyota has been using its global site (not toyota.com but toyota.co.jp) to apologise to the world for the sticking accelerator problem that sparked a worldwide safety recall of some models. “We deeply regret the inconvenience and concern,” it says in a home page splash.
Moving from the defensive to the combative, try Chevron. It is waging legal war in Ecuador, with a $27 billion class action suit against it, and is deploying every weapon it can – most particularly its website and YouTube. It is rare to see a company using the web and social media so closely together.
social media reticence
For each company in the Index we checked for communications activity on YouTube, Facebook and Twitter, and also looked for social media links on the website. There is not a great deal going on, frankly, but the fizzy-drink giants Coca-Cola and PepsiCo are busy linking outward where they can. General Electric has a blog/newspaper, GE Reports, which is heavily supported on all three platforms. And – back to reputation management – Nestlé has been actively if not entirely successfully using its Facebook page in an attempt to engage with its critics.
Follow them if you want to see how this latest facet of the corporate web presence develops. We certainly will.
Technological laggards such as Apple, Google and Microsoft let their decentralised philosophy roam free on their websites, leading to dire dysfunctionality.
The fizzy-drink giants are busy linking outward and Nestlé has been actively if not entirely successfully using its Facebook page in an attempt to engage with its critics.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 24 >
home page multimedia, is slickly efficient. Siemens, doing everything it can to excite and engage. Roche, taking the road to elegant simplicity. And that is just the look and feel. See Themes and trends, pp 22-23, for more.
More in the top division
The main table (pp 8-9) has taken 1,000 working hours to assemble and is backed up by 400,000 words of documentation. It shows where each of the 75 companies has (and has not) put its energies. The main finding is that corporate websites are getting better, with a growing group of sites that can claim a place in the top division.
state oF tHe coRpoRate WeBsIte
But as the 2010 FT Bowen Craggs Index of corporate website effectiveness shows, lack of news does not mean lack of activity. It is not quite true to say that there has been no slackening in this online world, but increasing commitment from senior management combined with the relatively modest resources needed has kept development programmes largely on track.
To be more specific, we surveyed web managers at 115 large corporations last summer and found that just over half had seen their online communications budget maintained or increased. Online did much better than offline: 56 per cent said their share of the total external communications budget had gone up, with only 14 per cent reporting a decrease. Why? Because websites are a cost-effective way to keep in touch with the outside world: 75 per cent said online accounted for less than 10 per cent of the comms budget.
social media boost
What about social media – Twitter, Facebook, YouTube and the like? They are as the web was in the old days (10 years ago, that is). Lots of news coverage, some experimentation, not many real resources yet being committed. We have woven a number of social media indicators into our methodology this year (see p 14), so that companies using social media as part of their communications effort are given a boost.
pace of change
But the really interesting things are still happening on the website. Just as it took a good few years of hard work to get the open-plan office right, so the same is true here. What is particularly interesting is that there is not yet a common approach – a reminder that this is still a young, fast-changing medium.
So, looking at the top of the list, we see Shell with a storm of experimentation and social media hooks. BP, which has dropped its
You do not read much about corporate websites any more. Then again, you don’t read much about open-plan offices. That is the fate of the truly successful innovation; it becomes part of the fabric, taken for granted.
Over half of the web managers at 115 large corporations surveyed last summer said they had seen their online communications budget increased or maintained. Online did much better than offline: 56 per cent said their share of the total external communications budget had gone up.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 25 >
The Index is unlike other rankings for two reasons. First, it takes an overview. Rather than concentrating on a particular element, it looks at the jobs a web presence is asked to do, and sees how well it does them – this is what we call effectiveness. Second, our approach is ‘expert’ rather than ‘check box’: our analysts – experienced in business and the web – make judgements at every stage (see Methodology p14).
source of trends and ideas
It is not a list of the best corporate websites in the world, because the 75 featured in it are the only ones we look at, and they are chosen for their market capitalisation, not online skills. This year even more banks have dropped out, and even more Chinese companies are included.
Even so, the Index does include all the largest quoted companies in the world, and the sample is big enough to give a good idea of trends. It also allows people responsible for corporate (or indeed non-corporate) sites to see which way others are going, to spot ideas and, if they wish, to steal some of them.
newcomers show old failings
Sixteen of the companies are from the BRIC countries (Brazil, Russia, India, China), which makes for interesting comparisons. In general, they still populate the lower regions of the list, but there are signs of action. Russia’s Gazprom has relaunched with energy and some ofthe Chinese are clearly taking the web seriously. They are all dogged by problems of implementation, though – the best in the West have been through that phase and work like (reasonably) smooth-running machines.
Last year we saw a surge of activity among US companies, catching up with the Europeans who dominated before. This year the best Europeans are still ahead and take eight of the first 11 places (nine if you count the Anglo-Australian Rio Tinto). But look metric by metric,
and a quite different view emerges. Sorting on the Serving customers metric, seven of the nine sites with the leading scores are US – which tells quite a bit about different attitudes to the corporate web on either side of the Atlantic.
closer examination pays
Looking at this Index by metric may not be as much fun as looking at the overall list, but it is undoubtedly the most productive exercise. By doing this – starting with the breakdown charts on pages 10 to 19 – you can hone in on best practitioners in specific areas. This, we hope, will be a fruitful undertaking.
The Index is not a list of the best corporate websites in the world, but it does allow people responsible for corporate (or non-corporate) sites to see which way things are going, to spot ideas and, if they wish, to steal some of them.
Ft Bowen craggs Index of corporate website effectiveness © Bowen Craggs & Co 2010 << < 26 >
Bowen Craggs & Co is a unique website effectiveness research and consultancy group. We help you close the web effectiveness gap: the difference between what you are doing and what you could be doing with your web presence.
We do not build websites (this means you can rely on the independence of our advice) but help improve effectiveness with strategy, expert reviews, market research, measurement and identification of relevant best practice. Our deliverables typically are clear documents and management presentations that combine deep analysis with actionable recommendations. It is a combination that makes clients return over and again.
We advise many private corporations and public sector organisations from around the world. Several companies we have produced work for appear in the current FT Bowen Craggs Index. They are: Abbott Laboratories, BP, British American Tobacco, Chevron, Cisco Systems, Coca-Cola, Eni, GlaxoSmithKline, HSBC, Nestlé, Novartis, Philip Morris International, Procter & Gamble, Roche, Samsung, Shell, Siemens, Total, Unilever, Vodafone. Our association with them has not affected the scoring: we have no interest in marking them either upor down.
aBoUt BoWen cRaggs & co
subscribe to the complete Ft Bowen craggs Index
For more detail, including rankings by metric and about subscriber access to the full database, please visit www.bowencraggs.com. Subscribers can generate scores, comparative tables and commentary for all 75 companies in the Index plus best practice from the top performers. Your company need not feature in the Index for you to use the service; we will review your website and add it to the database when you subscribe.
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