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
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