trends & best practices from around europe - martina scapin

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