The KWD Webranking is Europe’s most in-depth analysis of online financial and corporate communication. The Italian ranking, conducted by KW Digital in collaboration with Lundquist, has ranked 62 listed companies in Italy. Here is a summary of the results, developed in collaboration with The Visual Agency.

1. lundquist.
IN COLLABORATION WITH
KWD WEBRANKING 2013 ITALY
THE RESEARCH IN NUMBERS
KWD Webranking is the most in-depth
analysis of online financial and corporate
communications in Europe
17 EUROPEAN EDITION AND 12 ITALIAN EDITION
th
th
THE “BLACK SHEEP”
40 ITALIAN COMPANIES EXCLUDED
Spotlight on best practice and
companies investing in their
online communications
LESS THAN
25
POINTS IN THE 2012 RANKING
THE BEST IN 2013
TOP 10 IN 2013
1
1
2
2
3
3
4
4
5
5
6
6
7
7
8
8
9
9
10
10
88.8
86.1
80.5
73.5
71.3
68.5
66.8
63.5
63.3
62
Eni
Telecom Italia
Hera
Snam
Pirelli & C.
Terna
UniCredit
Generali
Mondadori
Piaggio & C.
BEST IMPROVERS
ITALIAN AVERAGE
+9.9
Mondadori
OUT OF 100
+9.3
Campari
-2 POINTS
VS 2012
+5.5
Prysmian
+5.3
Eni
+4.1
Igd
42.2 POINTS
ONLY
1 COMPANY
OUT OF 3
IMPROVED
ITS SCORE
NEW WEBSITES
BREMBO
CAMPARI
CNH INDUSTRIAL
FINMECCANICA
FIAT SPA
LUXOTTICA
PIAGGIO & C.
ST MICROELECTRONICS

2. ITALIAN COMPANIES DOING WELL IN DISCLOSURE
Joakim Lundquist, Head of KWD in Italy
POSITIVE
“
“
Italian companies are doing well in the presentation of the
company, financial results and governance, information usually
found inside financial reports. Sustainability, employer branding
and social media are the weakest areas.
NEGATIVE
PRESENTATION OF THE COMPANY
SUSTAINABILITY
98% Present their history
25% Do not present sustainability
information other than the
code of ethics
PRESENTATION OF
FINANCIAL RESULTS
EMPLOYER BRANDING
100% Have reports, documents
and presentations in English
21% Do not present the company
to potential candidates
GOVERNANCE
SOCIAL MEDIA
95% Include information
concerning their AGM
55% Do not include any social media
accounts on their website
TECHNOLOGY
INNOVATIONS
STORIES
TO BE TOLD
Italian companies rely on technology to close the gap with
European companies but corporate website is not used
effectively to communicate identity and future vision.
WEB DESIGN IN LINE
WITH INTERNATIONAL
TRENDS
RESPONSIVE DESIGN
REPLACES MOBILE
SITES AND APPS
VISUAL
COMMUNICATIONS
AND INFOGRAPHICS
“
“
VS
ITALIAN COMPANIES TALK
ABOUT THE PAST BUT NOT
ABOUT THE FUTURE
INTERACTIVE REPORTS
AS HTML EQUIVALENT
OF PRINTED REPORTS
LACKING A NARRATIVE
AND CLEAR MESSAGE FOR
CORPORATE STORYTELLING

3. THE BIGGEST ITALIAN COMPANIES ARE COMPETITIVE IN EUROPE
PERFORMANCE
THE TOP 10
56.5
45.6
UK
NETHERLANDS
FRANCE
38
4
DENMARK
42.2
5
9
SWITZERLAND
43.4
3
ITALY
38.1
8
7
GERMANY
51.3
6
FINLAND
39.7
1
SWEDEN
52.3
10
56.6
2
NORWAY
ENERGY SECTOR IS THE MOST TRANSPARENT
Italian average
BANKS
ENERGY
53.1 46.6
44.7
European average
CONSUMER SERVICES
43.5
Best Italian companies by sector
INDUSTRIALS
CONSUMER GOODS
41 47.3
44.3 44.5
FINANCIALS
37.3 47.8
36.3 41.6
ENI
UNICREDIT
TELECOM ITALIA
GENERALI
ANSALDO STS
PIRELLI
(88.8)
(66.8)
(86.1)
(63.5)
(56.5)
(71.3)
NOTE: COMPANIES WERE REGROUPED ON THE BASIS OF THE 20 SUPERSECTORS OF THE ICB (INDUSTRY CLASSIFICATION BENCHMARK).
BEHIND THE RESEARCH
SURVEY
400
PARTICIPANTS
22 EUROPEAN
COUNTRIES
EVALUATION
The protocol
is based on two
surveys (Capital
Market and
Career Survey)
102
CRITERIA
326
SUBCRITERIA
EVALUATED COMPANIES
Each website is
evaluated twice.
More than 250 h.
were dedicated
to the analysis of
62
IN ITALY
852
The research evaluates
the English version
of corporate websites
of listed companies
GLOBALLY
Italian companies
THE RANKING AND DOCUMENTS PROVIDING FURTHER DETAILS CAN BE FOUND ON WWW.LUNDQUIST.IT
The KWD Webranking Italy research is carried out by KW Digital (digital division of Hallvarsson&Halvarsson) in partnership with Lundquist.
The KWD Webranking is the European most in-depth analysis that evaluates online financial and corporate communication. The KWD Webranking is a valuable instrument
not only for measuring the effectiveness of a company’s online communication but also for comparing results with national and interna-tional peers. To order a copy of the
KWD Webranking Report 2013 or to receive a website evaluation of your company, contact sara.rusconi@lundquist.it
Infographic by Lundquist (www.lundquist.it) in collaboration with The Visual Agency (www.thevisualagency.com).
lundquist.