benchmarking to help shape corp website development nina björn skanska 2012 11-29

KWD Webranking Forum 2012

London, November 29th

Nina Björn

www.skanska.com/oresundsbridgefilm

4

One of the world’s leading project

development and construction groups

Headquartered in Stockholm, Sweden

55,000 employees

6

Revenue in 2011 SEK 123 billion

More than 10,000 ongoing projects

Listed on the Stockholm Stock Exchange

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

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

…this is what people

usually mean

Focus on core business: project development & construction

Hospitals

Roads

Bridges Homes

Offices Schools

Tunnels

Communications key factor in

strengthening the Skanska brand

increasing value of the company

“Striving to be in the frontline

within digital communications”

Digital strategy

Guidelines

Domain addresses

Development

Statistics

SEO

Policy

Design

Usability Accessibility

Apps

Briefs

Anchoring

Seminars

Follow-up

Testing

Analysis

Meetings

Social media

Goals

Measurement

Training

Mobility

Meetings

Meetings

Meetings

Planning

Specifications

Requirements Meetings

Meetings

Meetings

Content Meetings

SEM

Presenting KWD Webranking to target group owners of Skanska Group website

Ann-Marie Hedbeck

SVP Legal Affairs &

General Counsel

Katarina Grönwall

SVP Communications

Pontus Winqvist

SVP Investor Relations

Veronica Rörsgård

EVP Human Resources

Edvard Lind

Group Press Officer

Maria Lomholt

Head of Group

Brand Communications

Noel Morrin

SVP Sustainability

Neil Moore

SVP Safety

1.

Global Web

Council (National digital

managers)

Digital

Development

Board (Communications & IT)

Setting up organization to move forward Skanska’s digital positioning 2.

Steering Group (SVPs)

Editorial Council (Group Staff Unit

members)

Group website Globally

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

3.

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)

4.

KWD Webranking value because based on target group representatives answers

Investors

Journalists

Young professionals Analysts

KWD Webranking – accumulated best practice and trends

KWD Webranking – improving all Skanska corporate websites

Acknowledgement & quality label

− Quality label for digital corporate communications

− Measurement: Benchmarking, user studies, statistics

KWD Webranking – part of our web year

Digital strategy

Oct. – Dec.

Plan for next year

Continuous content work

Development

KWD

WR

results

Development Development Development

Jan. – Mar. Apr. – May Jun. – Aug.

Performing prioritized KWD WR

actions

Content 80% & Development 20%

Revision

www.skanska.com/nyc7linefilm