trends & best practices from around europe - martina scapin
TRANSCRIPT
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BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Trends & best practices from around Europe
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Setting the scene
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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
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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
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS6
Highly regulated industries most transparent digital communicators
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
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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
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on Kesko
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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
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on: Generali
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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
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Spotlight on: Roche
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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
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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
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16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
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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
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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
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BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS