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Title tags are the blue text that appears for each listing in the search results.This tag should make it clear that this is the corporate website, as opposedto any of their particular brands, and should not contain words like Home or Welcome, and every page should have a unique TitleSEO

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

are correctly formulated

78of the sites have poorlyformulated Title Tags 22

 T I T T L E

 

 TA G S

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The descript ion tag is the two lines of black text that appear in the searchresults. This is a marketing opportunity for the company, and the descriptiontag has a significant impact on the appearance of the company in the resultsSEO

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

35of the sites aremissing a Descriptiontag on the home page 65 have descript ion tags

 D E S C R

 TA G S

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Fundamental errors include problems with the content on the site,incorrect use of Flash, or weakness in inbound links from other websites.SEO

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

81of the companies are making fundamental errors that negativelyimpact upon the way their site appears in the search engine results 19

are not

<content>

<inbound l ink>

< >

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The RSS feed is used widely by journalists to automatically receive updatesfrom the company. The RSS feed could also be used by investors, partners,subsidiaries to keep up to date with latest newsRSS

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

40of the companies DONOT have an RSS feed 60 of the companies DO have an RSS feed

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Webcasts and videos supplement other traditional communicationchannels such as press releases and static content on the website.

WEBCAST AND VIDEO

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

34of the companies arenot communicating byusing either webcastsor video

66of the companies ARE commun icatingby using either webcasts or video

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LinkedIn (www.linkedin.com) is a key business-to-business networking siteLinkedIn

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

98 of the companies HAVE a business profile on Linked In

2 of the companies DO NOT HAVE

a business profil e on Linked In

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LinkedIn (www.linkedin.com) is a key business-to-business networking siteLinkedIn

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

34of the companieshave < 300 employeeslisted on linked in

of the companies have> 500 EMPLOYEESlisted on Linked In66

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LinkedIn (www.linkedin.com) is a key business-to-business networking siteLinkedIn

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

74 companies DO NOT HAVE jobs advertised on LinkedIn 26

companies HAVE jobs advertised on L inkedIn

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Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

Twitter is widely used by journalists looking for latest newsstories, and can also be used as a two way communication channel

68of the companies ARE NOT using Twitter as a corporate communications tool 32

 ARE using Twitter as a corporate communications tool

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Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

Of the 32 Corporate Twitters

they are using Twitter as anadditional public relationschannel

12 Public Relations 11 Disaffected Users

They were using Twitter,but have stopped

5Fence Sitters

appear to have set up acorporate Twitter account,but not using it. Manyhave followers, but aren'tsaying anything

Recyclers

4

they are automaticallyrebroadcasting contentfrom another source, liketheir website –no originalTwitter content

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Frequency of Twittering: Of the corporate twitters

(Not Twittering 68)

Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

7 are twittering daily

7have sent a Tweetin the last week

3have sent a Tweetin the last fortnight

10have nowabandonedtwittering

5have never Tweetedbut have set up anaccount

Sun Mon Tue Wed Thu Fri Sat Sun Mon Sun Wed Thu Fri Sat Sun

Sun Mon Tue Wed Thu Fri Sat Sun Mon Sun Wed Thu Fri Sat Sun

Sun Mon Tue Wed Thu Fri Sat Sun Mon Sun Wed Thu Fri Sat Sun

Sun Mon Tue Wed Thu Fri Sat Sun Mon Sun Wed Thu Fri Sat Sun

Sun Mon Tue Wed Thu Fri Sat Sun Mon Sun Wed Thu Fri Sat Sun

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Source: Hallam Communications “FTSE 100 Internet Marketing Scorecard” March 2010

companies

companies

companies

companies

companies

companies

OVERVIEW Area1. SEO2. RSS

3. Linked In4. Twitter 

5. Video or Webcasting

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EOS EOS

astrazeneca

intercontinental hotels group

wpp group

rio tinto group

vodafone

centrica

cairn energy j sainsbury

 johnson matthey

legal and general

Arm Holdings

Autonomy

glaxosmithkline

royal dutch shellhsbc

experian

sabmiller 

bae systems

Burberry Group

Cobham plc

national grid

pearson

sage group

shire pharmaceuticals group

standard chartered bank

unilever 

barclays bank

bt group

british airways

Aggreko

icap

reed elsevier united utilities

anglo american

compass group

imperial tobacco

marks and spencer 

old mutual

schrodersstandard life

aviva

Petrofac

rolls royce group

Inmarsat

Intertek

bp

diageo

g4s

international power 

prudential

Email Success

EOS SEO Success

Corporate Twitter Success

LinkedIn Success

Video Success

RSS Success

FTSE 100 Internet Marketing Findings (Part 1)

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EOS EOS

Email Success

EOS SEO Success

Corporate Twitter Success

LinkedIn Success

Video Success

RSS Success

FTSE 100 Internet Marketing Findings (Part 2)

cable and wireless

bhp billiton

british american tobacco

man group

smith and nephew

british sky broadcasting group

scottish and southern energyamec

capita group

royal bank of scotland group

tesco

3i

british land company

carnivalhammerson

land securities group

rSA insurance

smiths group

tullow oil

xstrata

Serco

Invensys

next

reckitt benckiser 

rexam

thomas cook group

bg group

Lloyds Banking Group

wolseley

Segro

whitbread

antofagastaassociated british foods

london stock exchange group

Randgold Resources

severn trent

vedanta resources

wm morrison supermarkets

kingfisher admiral group

home retail group

Alliance Trust

Bunzl

liberty international

Eurasian Natural Resources plc

kazakhmys

lonmin

resolution

Fresnillo

tui travel