Great online annual reports of 2008 — Part 1

IT’S still early in the season, but online annual reports and proxy statements are now flowing onto the Web at a rapid rate.

We’ve been monitoring daily developments, especially in the US where large companies must for the first time comply with new requirements for usable online documents — although they clearly have noooo ideeaa what that means.

Mostly, we’re seeing the usual dreck from 90% of the companies that have reported thus far. Even reports from companies that often set the benchmark for others are a little disappointing this year.

Here are some of the best online annual reports we’ve seen so far in no particular order. For each, I’m providing a screenshot and a few bullet points, but please do take the time to visit each one.

BASF

Excellent functionality throughout.
Flash-based interactive chart generator.
Dynamic glossary lets users see definitions in a tip box.
Build-your-own report feature.
Customizable download library.
Compare corresponding content with prior year’s report.
Interactive GRI index.
And on, and on, and on…

Visit: http://www.basf.de/report

Bayer

Simple, straightforward report with good functionality.
Interesting News section that features articles and Flash video segments.
Compare corresponding pages in the current year and prior year’s report.
CEO’s letter includes a 6-minute video.
Notes linked to the financial statements.
Text includes links to a glossary.
Cleverly promotes RSS news feed.
Search is powered by Google.

Visit: http://www.annualreport2007.bayer.com/

PotashCorp

Great content.
Interesting use of expanding charts and notes using a “light box” overlay effect.
Flash video and highlights throughout.
Simple structure and good navigation support.
Scoped search.
Shortcut tool.

Visit: http://tinyurl.com/36hnpd

Philips Electronics

Outstanding Flash video CEO letter makes a strong initial impact.
Interesting 10-year financial overview approach.
Easy to download sections and financial tables in PDF and Excel.
Scoped search for report.
Lots of javascript effects.

Visit: http://www.annualreport2007.philips.com/index.asp

Progressive Corporation

Purist web developers will cringe, but I love it because it’s unexpected from an insurance company.
Striking, interesting design featuring commissioned contemporary artwork from 25 artists responding to the theme “strategy.”
Tactful use of Flash and typography.
Lacks bells and whistles, but still highly usable and informative.
Hurt by the lack of a scoped search and incomplete navigation.
Progressive is a US leader on the Web.

Visit: http://investors.progressive.com/07_annual/index.html

Vaisala

Video letter to shareholders.
Financial statements include linked notes and Excel downloads.
Search and site map.
Customizable downloads area.
A simple, effective report.

Visit: http://www.vaisala.com/annualreport2007/

Daimler

Clean design.
Flash-based financial statement analyzer and graphing tool.
Charts expand for easier viewing.
Notes linked to financial statements.
Good navigation and search.
Downloads center and page “shopping cart.”

Visit: http://ar2007.daimler.com/

Not included above is GE. CEO Jeff Immelt is doing a live Web conference tomorrow in conjunction with the report’s release where the online audience can ask questions. I like that idea a lot, but the report itself is not as good as last year.

Two other reports that just missed this list are those of AstraZeneca and IBM. Both are good, but boring. There’s a bunch that were left out because we’re keeping them a secret for our clients.