kwd webranking dubai 20111205
DESCRIPTION
Key note from KWD Webranking event in Dubai, December 5th 2011. Key findings from this years research, identifying the gap between expected content and delivered content by companies.TRANSCRIPT
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KWD Webranking 2011 ● Bridging the gapStaffan Lindgren ● Managing Director (International)
Dubai, December 5th
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15 years worldwide, 3rd year in Middle East
• Oldest and most respected ranking system for corporate websites in the world - 1,000 corporate websites across the globe ranked for the last 15 years
• Driven by the market, not our personal opinion - Detailed survey sent to analysts, investors, business journalists, SRI analysts and jobseekers every year
• Focus on how and why they use corporate websites and what information and functionality they most want to see
• These answers drive the criteria and weighting of the ranking - 120 criteria with 750 measure points
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KWD Webranking – how we do it
Step 1Feedback from companies
Step 2Interviews with internal experts in different fields - IR, CSR etc.
Step 3Questionnaire to financial community & job seekers
Step 4Criteria creation
Step 5Our ranking
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Identifying the gap
InvestorsBusiness journalistsTop talent and job seekers
Expectations
Gap between what is expected and what companies provide
Communication
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In 10 different categories
• Home page• About us / company profile• Media information• Financial reporting• Investor relations• Corporate governance• Corporate responsibility• Careers• Social media and search• Functionality
Identifying the gap for the companies to act on Benchmarking with peers and international standards More than 300 best practice examples for inspiration and
benchmarking
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Key findings KWD Webranking 2011
For the majority of all companies the biggest gaps between what stakeholders want and what the websites are providing are:
• In-depth IR content• Market share and industry information• Management profiling• Company and investment story
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In-depth IR content
87% of investors and journalists looking for information on financial targets and achievements
• In Middle East none of the 140 companies provided both in detail
• Internationaly only 10 of the 500 companies provided both in detail
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In-depth IR content
87% of respondents wanted information on company’s financial targets and achievements
Only 10 of the 500 companies provided both in detail
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In-depth IR content
Many respondents also keen on information related to the company’s industry, regulatory environment and market share
• 2 out of the 138 companies provided some information about this but not in enough detail
• 68% of all surveyed companies internationally failed to provide this information
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In-depth IR content
Many respondents also keen on profiling information on the company’s industry, regulation and also market share
68% of the 500 failed to provide this information
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Management profiling
In the current climate, key audiences want to get underneath the skin of management
Some of the information that should be part of management profiles:• Skills, experience, CV• Thought leadership pieces• Company and industry presentations• Interviews• Press cuttings• Q&A• His / her views on the company
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Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations
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Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations
![Page 14: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/14.jpg)
Management profiling
In the current climate, key audiences want to get underneath the skin of management
Yet vast majority of European corporate websites offer just a dull, short “two cats and lives in Surrey” biography
But this is the change to converge CEO information:
Skills, experience, CVThought leadership piecesInterviewsPress cuttingsHis / her views on the companyQ&ACompany and industry presentations
![Page 15: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/15.jpg)
Company and investment story
• A unified company story across the whole site
• Entwined and embedded throughout content, images, key messages, case studies, multimedia
• Very few sites do this successfully
• Majority either have a bold statement on the home page with no further detail, or the visitor is expected to “piece it together” from vast amount of information
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Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
![Page 17: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/17.jpg)
Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
![Page 18: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/18.jpg)
Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
![Page 19: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/19.jpg)
Company and investment story
A unified company story across the whole site
Entwined and embedded throughout content, images, key messages, case studies, multimedia
Very few sites do this successfully
Majority have a bold statement on the home page with no further detail, or the visitor is expected to do the work and piece it together from the vast amount of information on the corporate site
![Page 20: KWD Webranking Dubai 20111205](https://reader035.vdocuments.net/reader035/viewer/2022070302/548417d2b4af9f780d8b4ac2/html5/thumbnails/20.jpg)
Other key findings
• 80% want information on Risk Management <> 90 % on average don’t provide it (70 % international average)
• Most companies slow to encourage or engage in stakeholder dialogue – even simply through offering feedback – or properly maintained and relevant corporate social media channels
• Group careers portals becoming relevant with large companies with disparate operating companies
• Interactive press sections with multimedia becoming more prevalent -seeing the start of full social media newsrooms
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QuestionsStaffan Lindgren ● Managing Director (International)
http://kw-digital.com