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Monday, October 31, 2011
The Swedish results in KWD Webranking 2011 (formerly conducted under the brand H&H Webranking), were published today in the Swedish financial newspaper Dagens Industri.
SCA wins the annual ranking of corporate websites in Sweden, receiving 80.5 points out of 100 points. SCA is also the only company among the Swedish top tier to improve its performance. Last year’s winner Swedish Match settles for third place with 73.5 points. The silver medal goes to SKF with 73.75 points.
For the fifteenth consecutive year, KWD Webranking has surveyed corporate websites of the largest listed companies to evaluate how they address the online information needs of their diverse institutional audiences.
Previously known as H&H Webranking, KWD Webranking includes the FT Europe 500 and the 100 largest companies in FT Global 500. The corporate websites of the 100 largest listed companies in Sweden are included in the survey.
One of several strengths in SCA’s corporate website is the section dedicated to the credit market covering the company’s risk management. SCA also publishes important corporate events every month giving the visitor not only an historical retrospect but also the possibility to evaluate the company in the long term. They have been doing this since 2008. Furthermore, SCA excels in social media and search.
This year, Sweden receives, as a country, a lower average score and slips down by two notches to a seventh place, from last year’s fifth place. Sliding from 51 to 43.5 points, the average score drops 7.5 points.
A clear majority of the Swedish companies, 76 of the 91 comparative companies, have received lower scores compared to 2010. Nine companies have increased their scores whereas six remain unchanged.
The ranked companies are ranked based on the expectations investors, analysts, business journalists, young professionals and jobseekers have on a corporate website. In this year’s ranking, emphasis has been placed on websites responding better to target group needs and providing English content on the corporate website (English content is now a requirement and a standard for Swedish companies as well).
On average, Swedish companies perform well in the IR and Corporate Governance sections of the survey but receive lower scores in the Press, Career and Corporate Responsibility sections. Other challenges they are faced with, is providing information regarding branding, future targets, research and development. Descriptive data regarding company peers and market shares is also inadequate.
The trend with high performing Northern European countries in the top is unchanged. Finland continues to surpass with the highest average country score in Europe, followed by Germany, Denmark and the United Kingdom.
Byggmax, the supplier of building materials in the Nordic region, recently launched its new websites and is this year’s best climber in Sweden, rising with 11 points. Steel manufacturer SSAB is in second place in the climbers’ list followed by the property company Fabege.
Elekta, SAAB, Stora Enso, SCA and Trelleborg outshine in social media. 33 out of the 100 Swedish companies have English corporate applications available on Appstore and 24 have applications on Android Markets.
Article in Dagens Industri October 31 2011, page 11 (in Swedish)
Press release KWD Webranking 2011 (in Swedish)
Existing since 1997, KWD Webranking is the established international yardstick for companies that want to benchmark their corporate website performance both nationally and internationally.
950 corporate websites in more than 40 different countries have been included in the 2011 survey KWD Webranking. In Sweden corporate websites of the 100 largest listed companies have been ranked.
The survey is based on a protocol consisting of 120 criteria. The protocol is adjusted every year based on an annual study finding out what the capital market; business journalists, students and job seekers expect from a corporate website. The study includes 500 respondents.
In recent years IR, social media, CR, Employer Branding and management of company brands have increased in importance.
KWDStaffan Lindgren, Managing Director, International Telephone + 46 8 407 22 12E-mail
Hallvarsson & HalvarssonMarcus Eriksson, Research Telephone + 46 8 407 22 17 E-mail
10/31/2011 10:53 AM
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