Online Corporate Communication

Dubai, October 7 2009

Staffan Lindgren

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Online corporate communication

What it is

What it can do for your

company

Why it is important

What makes a good website?

Corporate website

(Onsite)Search engines

Communities

(Offsite)

More than the website

Everything online merges into the perception of your company

Corporate website

(Onsite)Search engines

Communities

(Offsite)

Strategy

Requires a clear strategy

Corporate website

(Onsite)Search engines

Communities

(Offsite)

Research

Strategy

As well as thorough understanding

Corporate website

(Onsite)Search engines

Communities

(Offsite)

No

cont

rol

Con

trol

Challenging our need for control

Corporate website

(Onsite)Search engines

Communities

(Offsite)

Why is it important?

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Why is it important?

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People talk

To their familiy, friends and

everyone they knowAbout your company

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People trust their family and friends

Our audience is listening0

8-0

7-0

1

08

-08

-05

08

-09

-02

08

-10

-07

08

-11

-04

Q2 – as expected traffic to the site is slightly above average

The collapse of Lehman and the developing financial crisis sees a consistent dip in traffic to corporate websites and a significant increase in numbers visiting news comment and aggregation sites

Preparing for Q3. Traffic begins to raise in anticipation

Momentum is maintained at above trend levels

Q3, “What does it mean for the Company?” – a significantly increased demand for news and corporate content

What does this mean?

A clear opportunity to build content around financial results

The challenge – developing new strategies to communicate effectively in periods of turmoil

Daily average visits by analysts/ investors as measured by IP addresses

50

100

150

200

250

300

7 d

ay a

vera

ge

hits

Up to date information

Q: How fast should the news flow on a corporate website (i.e. financial reports, press releases, webcasts etc.) be updated?

Answers Number Share

1.In real time 195 62%

2.Within 3 minutes 62 20%

3.During the same day 35 11%

4.Within a week 8 3%

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Internet habits

Q: How often are you connected to the Internet?

Answers Number Share

1.Permanently online 256 82%

2.One or more times per day 52 17%

3.At least once a week 0 0%

4.Less often than once a week 1 0%

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Information on corporate websites

Q: How often do you search for information on corporate websites?

Answers Number Share

1.Several times per day 139 44%

2.Daily 88 28%

3.Weekly 58 19%

4.Monthly or less often 18 6%

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Mobile access

Q: Do you access the Web with a mobile phone?

Answers Number Share

1.Daily 48 15%

2.Weekly 50 16%

3.Monthly 18 6%

4.Never, although I have a cell phone with an internet browser 51 16%

5.Never, don’t use a cell phone with an internet browser 53 17%

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The corporate website is vital

THE primary source of corporate controlled content online

It has grown to accomodate communication with all stakeholders

Customers Public Employees Shareholders Suppliers Etc

Platform for ALL your activities online to support your brand and business communication

Meet the expectations of your target groups

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What makes a good website?

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What makes a good website?

User Experience

Content

Findability

Design

Message

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• Amount and quality on text, images and functions on the website

• Updated andrelevant

• Adapted to channel

• Score in H&H Webranking

• Labelling,

• Internal search engine

• Userfriendly navigation

• Use of related information

• Online visibility in search engines, flickr, youtube etc.

• Support the business andcommunication strategy

• Consistency in message

• Transparency

• Supporting the brandand messages

• Design of functionality

• The same design concept in all channels

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Many good examples in the region

What can it do for your company

A good website and online communication strategy can help you Communicate more efficiently with your target groups

Influence the perception of your company

Support your business goals by providing thorough information and thus supporting trust

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Thank you