Best practice for IR websites and online communications. Presentation for Bank of NY Mellon's DR issuers' event in Moscow 2010.

1. IR online and websites best
p
practice for Russian companies
p
Bank of NY Mellon DR Issuers seminar,
Issuers’
Moscow
November 2011

2. H&H Webranking
Yearly survey of what your target groups are looking for
Analysts, investors, business journalists and job seekers are asked
what information they expect to find on a corporate website
More than 800 respondents in 2010
Ranking of the corporate websites of Europe’s largest
Europe s
companies
Close to 1000 companies, of which 31 Russian
Also includes Global 100
Results published country by country + European list

3. Trends according to H&H Webranking 2010
Financial information
Still high demands for debt related information, such as interest
bearing liabilities, maturity structure etc
liabilities etc.
Finnish companies best
Findability
High demand for search engines for press releases, general
p
archives and over all website speed
Social media
The usage of social media channel for corporate and IR
communications is increasing.
American companies are ahead of European companies.

4. Target groups increased online activity
80% are always online
79% visit the corporate website one or several times per day
97% use the corporate website as No 1 source for information
73% own a smartphone
48% use th i mobile to search for information about companies
their bil t hf i f ti b t i
Want more, want faster, get tired faster, less time,
more choices etc
h i t

5. 10 most requested by analysts, journalists etc.
According to H&H Webranking 2010
1. Reports – latest and archive (+online annual report)
2. Financial calendar
3. Press releases – latest and archive
4.
4 General archive with presentations
G l hi ith t ti
5. Information about shareholders/free float
6.
6 Financial targets
7. Interest bearing liabilities and maturity structure
8.
8 Contact information
9. Dividend
10.
10 Market share/competitor information

6. Online corporate communications

7. Online corporate communications
Corporate websites Search engines Social media

8. Online corporate communications
Strategy and research
Corporate websites Search engines Social media
Intelligence

9. 4 aspects to consider
• Text,
Text images and functions • Supporting the brand
• Updated and messages
• Relevant • Design of functionality
• Adapted to channel • Multi channel concept
Content Design
Challenges
Findability Message
• Optimized for channel • Business and
• Navigation, labelling communication strategy
and search • Consistency in message
• Outside the website • Transparency

10. Content Content Design
The target groups want details
Findability Message
Financials
Reports
Debt information
Need t b
N d to be up to date
t d t
Update simultaneously as reports
But not only then!
Utilize the website as the main channel for communication

13. Design Content Design
The purpose of the design is:
Findability Message
1. To support the branding of the company
and create the right look and feel for your company
Graphics
g
Images
Colours
…
2. To help the visitor in finding and understanding the information
Page disposition – layout
Font type, colour and size
type
Example of g
p good layout and use of fonts: J Sainsbury
y y

15. Findability Content Design
On the website
Findability Message
Intuitive navigation
Avoid double publishing
Guide the visitor through index pages
Labelling – stick to the basics
Internal search engine must work!
Etc.
Outside of the website
Google search results
g
Social media channels
Wikipedia

18. Message Content Design
What is your main message?
Findability Message
What do you want to say with each page?
What do you say in other channels?

19. Thank you!
Helena Wennergren
Senior Partner
helena.wennergren@halvarsson.com
www.halvarsson.com