Nina Björn, Group External Digital Communications Manager, presents how to use stakeholders and benchmarking to help shape corporate website development. At KWD Webranking Forum London 2012.

1. KWD Webranking Forum 2012
London, November 29th

2. Nina Björn

3. www.skanska.com/oresundsbridgefilm

4. One of the world’s leading project
development and construction groups
4

5. Headquartered in Stockholm, Sweden

6. 55,000 employees
6

7. Revenue in 2011
SEK 123 billion

8. More than 10,000 ongoing projects

9. Listed on the Stockholm Stock Exchange

10. R. F. Berg
(1846-1907)
Chemical
engineer
Managing
Director of
cement producer
in 1873
Founder of
Skånska
Cementgjuteriet
in 1887
Co-founder of ÅF
and Sydkraft
(E.ON)
Builder of society

11. Nina Björn
Group External Digital
Communications Manager
at Skanska since 2010
Working with digital
communications since 1997
Specialized in corporate
communications, digital
strategy, contents, usability

12. …this is what people
usually mean

13. Focus on core business:
project development & construction
Schools
Roads Offices
Hospitals Bridges
Homes
Tunnels
Communications key factor in
strengthening the Skanska brand
increasing value of the company
“Striving to be in the frontline
within digital communications”

16. Meetings Briefs
Digital strategy Testing Requirements Meetings
Meetings Social media
Design Content Meetings
Guidelines SEO SEM
Training
Goals
Meetings Development Planning
Specifications Domain addresses
Anchoring Analysis
Follow-up Policy Apps
Seminars
Meetings Mobility
Usability Measurement Statistics
Meetings
Accessibility
Meetings

17. 1. Presenting KWD Webranking to target
group owners of Skanska Group website
Katarina Grönwall Pontus Winqvist Veronica Rörsgård Edvard Lind
SVP Communications SVP Investor Relations EVP Human Resources Group Press Officer
Noel Morrin Maria Lomholt Neil Moore Ann-Marie Hedbeck
SVP Sustainability Head of Group SVP Safety SVP Legal Affairs &
Brand Communications General Counsel

18. 2. Setting up organization to move forward
Skanska’s digital positioning
Group website Globally
Steering Group Digital
(SVPs) Development
Board
(Communications & IT)
Editorial Council Global Web
(Group Staff Unit
members)
Council
(National digital
managers)

19. 3. Rationalizing cooperation and processes
in web organization
− Skanska HQ
− Digital Communications Team
− Group External Digital Communications Manager
− Group Functional Manager
− Skanska IT
− Web development team
− Technical Project Manager
− GUI and System Developers
− Design and stand-alone digital solutions purchased

20. 4. Prioritizing KWD Webranking actions
with Steering Group & Editorial Council
− One-to-one meetings with Steering Group and
Editorial Council members to prioritize KWD
Webranking actions for each content section
− Prioritized actions inserted in draft plan for next year
− Plan approved by global communications
organization (Global Web Council and Heads of
Communications & Marketing)

21. KWD Webranking value because based
on target group representatives answers
Journalists
Investors
Young professionals
Analysts

22. KWD Webranking – accumulated best
practice and trends

23. KWD Webranking – improving all
Skanska corporate websites

24. Acknowledgement & quality label
− Quality label for digital corporate communications
− Measurement: Benchmarking, user studies, statistics

25. KWD Webranking – part of our web year
Oct. – Dec. Jan. – Mar. Apr. – May Jun. – Aug.
Revision Digital strategy
Plan for next year
KWD Performing prioritized KWD WR
WR actions
results Content 80% & Development 20%
Continuous content work
Development Development Development Development

26. www.skanska.com/nyc7linefilm