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Web Site Competitive Review

Web Site Competitive Review

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Published by Mat Morrison
Comparison of corporate websites of 7 global public relations agencies. You can read more here: The Cobbler's Children: A Competitive Review
Comparison of corporate websites of 7 global public relations agencies. You can read more here: The Cobbler's Children: A Competitive Review

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Published by: Mat Morrison on May 28, 2008
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05/09/2014

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Competitive Website Review

PN Digital Group

Sites Reviewed
The following competitor sites were reviewed to provide a benchmark for porternovelli.com and subsequent basis of set of recommendations for PN’s site re-design:

What We Looked At
• • • • • • • • •
Site proposition Positioning - primary audience(s) Tonality Look & feel Branding Copy & typography Layout & visual language Key content categories Data capture/lead generation

• • • • • •

Edelman Hill & Knowlton Burson-Marsteller Ketchum Ogilvy PR Weber Shandwick

PN Digital Group

Summary of Findings
This review assesses how effective each company has been in creating a site that serves as a marketing platform. Sites are a tool for building relationships, generating leads, and communicating a company’s proposition. Effective content helps position and differentiate the company as thought-leader and expert in its field. At a minimum, sites should be visually on-brand and consistent across country sites (where these exist.) Those sites that performed well demonstrated strength in all these dimensions. Clear leaders are Edelman and Ketchum. They assert their expertise with lots of fresh, indepth expert content, white papers and speeches, as well as promotion of their agency awards. They also allow much of the content to be downloaded, and offer multimedia content such as podcasts, webcasts and video. The absence of any blog on Ketchum, however, is a glaring omission. Data capture and lead-generation were generally poorly implemented across all sites. Only Ogilvy PR seemed ready to take advantage of these types of opportunities. Overall Porter Novelli performs poorly relative to its competitors in this set. The site falls down on its lack of thought-leadership content which is sparse and hard to find. There is no blog content, and no multimedia content, and little attempt to engage and build a relationship with the visitor in any way. Data capture could also be improved although Porter Novelli is better at this than some of its competitors.

PN Digital Group

Comparison Tables

PN Digital Group

Inbound links Edelman Hill & Knowlton Weber Shandwick Porter Novelli Ketchum Ogilvy PR Burson-Marsteller 23,829 12,830 12,085 10,071 8,141 7,381 4,784 Edelman Ketchum Ogilvy PR

Search Engine Results Page 7 19 28 1 18 n/a n/a n/a

Weber Shandwick Porter Novelli Burson-Marsteller Hill & Knowlton

Inbound links counts how many external sites have linked to a site’s home page Link popularity is a common (if very rough) measure of a site’s “authority” and “influence”

A better measure of authority is the site’s position for key searches This table shows where each site places in Google for a search on “public relations” Porter Novelli does not appear in the first 1,000 results

PN Digital Group

PageRank Edelman Ogilvy PR Porter Novelli Burson-Marsteller Hill & Knowlton Weber Shandwick Ketchum 7 7 6 6 6 6 5 Edelman Ketchum Burson-Marsteller Hill & Knowlton Weber Shandwick Ogilvy PR Porter Novelli

Archived pages 2,943 2,371 1,671 1,451 544 454 367

PageRank is Google’s own authority score, and is based on “who” (rather than how many) links to a given page This table shows the PageRanks of the sites’ respective home pages

The “Archived Pages” score shows how many pages from each site appear in search engines’ indices This is a measure of both search engine visibility, and depth of content

PN Digital Group

Key Content
There’s a core set of content items common to all sites although some clearly have greater breadth of content than others The score gap between key content leader, Edelman and Porter Novelli is significant

PN Digital Group

Thought Leadership
Most include some examples of the company’s thinking, except BursonMarsteller, although the sophistication of delivery varies Only Edelman and Ketchum feature multimedia delivery with, for example, podcasts and Weber Shandwick is the only site with a dedicated search function for this content Porter Novelli trails its competitors in this area

PN Digital Group

Recruitment
Career pages are not particularly wellmanaged by any site. Basic content that any prospective employee would be interested in such as culture, diversity etc, is often not included Easy access to job postings is a basic requirement and yet on some sites, either these are limited to US positions or they are not listed at all Ketchum is the only site to use “Forward to a friend”

PN Digital Group

Marketing, Data Capture & Leads
Many viable opportunities for data capture and lead generation are missed by most of the sites reviewed Ogilvy manages this initiative best. Beyond the more standard practices like subscription to content feeds, Ogilvy also invites visitors to subscribe to thought leadership emails and register for their e-newsletter and job updates Porter Novelli obtains its best ranking relative to competitors in this area

PN Digital Group

Downloadable Content
There is an opportunity to differentiate via quality and breadth of downloadable content Currently most sites have a limited offering here except Edelman. They are the only site to offer webcasts and a downloadable corporate brochure

PN Digital Group

Blog Integration
Just over half of the sites have blogs. Those that do, generally align them with the look and feel and branding of the rest of the site

PN Digital Group

Positioning
Edelman Burson Marsteller

Ogilvy PR

Marketing, relationship-building, and lead generation

Ketchum

Porter Novelli Hill & Knowlton

Weber Shandwick

Thought Leadership

PN Digital Group

Individual Sites

PN Digital Group

Basic Data Company URL Notes Weber Shandwick http://www.webershandwick.com

High disparity between country web sites with inconsistent branding, look and feel and layout etc The focus on the global site homepage is on latest press releases and majority of screen devoted to brief positioning/ mission statements with accompanying image Crisis management is prioritised with a clear link on the homepage top navigation to crisis management staff contacts Elsewhere in site content is quite text-heavy and not very engaging

PN Digital Group

Basic Data Company URL Notes Very little visual continuity between country web sites - inconsistent branding, look and feel and layout Their quarterly newsletter, Outcomes, sits on a separate site. Strangely, visitors cannot subscribe to future editions - but can send a specific edition to a friend Weber Shandwick http://www.webershandwick.com

PN Digital Group

Basic Data Company URL Notes Content emphasis on accolades and Edelman’s thinking where the latter is presented primarily as articles and podcasts (under “Insights”) Consistency of branding elements and look & feel throughout site and across country sites There are opportunities for visitors to comment on the blogs featured on site There are opportunities for engagement more generally, throughout the site with subscription and downloadable content (podcasts, blogs, white papers, corporate brochure etc) Content is text-heavy although text is often supported by streaming video and podcasts Homepage (above-fold) content very visual with streaming video on a selection of topics Only US jobs are listed on the site Edelman http://www. edelman.com

PN Digital Group

Basic Data Company URL Notes Presenting political insights via Edelman’s T&T channel on YouTube featuring “two of Edelman’s top political minds, Tony Blankley and Toby Moffett” talking about the presidential nominations This opens their thinking up to a much wider audience both through the YouTube search and the possibility of embedding a link to the channel on any 3rd party site It also demonstrates openness and a willingness to engage with the wider web, the “real” web beyond their own corporate site Good use of video on site includes: Edelman http://www.youtube.com/edelmantnt

• •

Staff expressing their views on working at Edelman Both founder and CEO expressing organization's mission and vision

PN Digital Group

Basic Data Company URL Notes Consistency of branding elements and look and feel throughout site Homepage showcases case studies, clearly and succinctly Overall the site is clear and uncluttered but lacks a lot of deeper content particularly in career and thought leadership areas No multimedia content (e.g. video, podcast) No clear job postings for prospective candidates by location (only US job postings via link to US Career Portal) Hill & Knowlton http://www.hillandknowlton.com

PN Digital Group

Basic Data Company URL Notes Homepage content centred on recent press releases and Ketchum’s thinking. There are clear links to some of their thinking in podcasts, case studies and in their online magazine, Perspectives Unclear categorisation of content with industry/sector coverage listed together with practice/discipline coverage without real demarcation Video avatars guide visitor through key site areas There are no blogs on the site There is “Send to friend” functionality throughout the site and is inappropriate for some content, e.g. corporate mission Ketchum http://www.ketchum.com

PN Digital Group

Basic Data Company URL Notes Homepage is relatively text-heavy with multiple content focus – career, accolades and recent press releases Ogilvy PR has fairly prevalent data capture and lead generation mechanisms in place, primarily in career and thought leadership content areas Career-related content is relatively poor with no possibility of searching available roles outside the US The blog, “360 Digital Influence Blog”, is on-brand but is poorly linked to: one, barely visible link on the bottom of the homepage and another within their products & services section, “Expertise” on “360 Digital Influence” page (digital services) There is also an “Ogilvy Feeds” page which lists categories of feeds by key marketing area which visitors are invited to subscribe to. They can also subscribe to individual feeds within the categories or simply bookmark the relevant pages Copy generally clear and where jargon is used, there is often an explanation Ogilvy PR http://www.ogilvypr.com

PN Digital Group

Basic Data Company URL Notes Emphasis on digital expertise on homepage in proposition statement and also throughout site on every page with clear link There is limited multimedia content with just a small selection of video content around mission and some trends thoughts on the homepage but no link to this video content elsewhere on the site There is no notable thought leadership content other than the future trends video on homepage and no downloadable content Consistent branding and look & feel throughout site except digital blog which has a separate URL and distinct look & feel Burson-Marsteller http://www.burson-marsteller.com/

PN Digital Group

Basic Data Company URL Notes Site also features a link to their Alumni network Burson-Marsteller http://alumnicenter.bm.com/

PN Digital Group

Basic Data Company URL Notes Limited thought leadership content and not clearly labelled – mixed with press releases in News & Ideas High inconsistency among country sites Very text-heavy with limited engaging content Clear staff contact details present across all practices and office regions No case studies on global site although a selection exists on UK site Porter Novelli http://www.porternovelli.com

PN Digital Group

Basic Data Company URL Notes Users can subscribe to press releases and thought leadership content feeds They can also bookmark this content using a third party service, addthis.com Interesting bookmarking facilities for news and thought leadership content seem out of place on such a staid site, like go-faster stripes on a Model T Porter Novelli http://www.porternovelli.com

PN Digital Group

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