Web managers’ challenges
Milan
13 December 2013
Me
Helena Wennergren, Director, Head of MarketingKW Digital
+46 8 407 22 10
What I will talk about
Expectations on 3 major challenges for web managers
1. What web managers think
2. What the stakeholders do
3. Some good advice
The process of KWD Webranking
1 2
1-2. Identifying trends through the web manager survey and expert interviews
3
3. Surveys to the capital market & job seekers
4. Analysis of surveys to define the criteria
5
5. Ranking of corporate websites
Jan-Apr Apr-May Summer Autumn/Winter
Results, reports & awards
4
Research Analysis Ranking Summary
Part of the research:
Web Management Report
Source: KW Digital Web Management Report 2013
The participants in 2013
Social media
Content
Mobile
OrganisationCorporate vs business
Resources6%
Strategy
Other
Major challenges for web managers
Source: KW Digital Web Management Report 2013
Social media challenges• Engaging with communities• Launch social media strategy• Integration of social media and website• Involve the company in the social media strategy
Big gaps between the companies use of social media and the target groups’ usage
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
5,0
0%
10%
20%
30%
40%
50%
60%
70%
80%
LinkedIn Corporate Twitterfeeds
Facebook Google+
Capital market Companies Job seekers
LinkedIn most
important by stakeholders
Twitter most used
by the companies
Sources: KW Digital Web Management Report 2013KW Digital Capital market survey, KW Digital Career survey 2013
Social media checklist• Who do I want to talk to?• What social media channels do they use?• How should I speak to them there?• What kind of material can I share to emphasize my message
Content
Content challenges• Storytelling
• Engaging content
• Content creation processes
• Constant improvement of the corporate website
• Synchronize online communications with offline communications
• Combining corporate communication with customer oriented content
91 % detailed information
83%summarized information
Importance 4 or 5, on a scale from 1-5
Importance 1,2 or 3, on a scale from 1-5 Source: KW Digital Capital market survey 2013
Both detailed and summarized information are very important
The website is appealingIllustrations and/or interactivity to support content
49% very
important
Importance 4 or 5, on a scale from 1-5
Importance 3Importance 1 or 2 Source: KW Digital Capital market survey 2013
27% important
41% very
important
35%important
Visuals are important too
Content checklist Who will read/view/listen to it?
In what way does it fulfil their needs?
Can it be supported by other formats?
What do I want them to do after reading/viewing/listening
How can I make the content more accessible and easy to understand?
Where do I want them to go afterwards?
How do I reach them in the most efficient way?
Mobile
The importance of mobile solutions according to web managers
Source: KW Digital Web Management Report 2013
Visitors from mobile devices increasing rapidly
0%
5%
10%
15%
20%
25%
30%
2010-1
2
2011-0
1
2011-0
2
2011-0
3
2011-0
4
2011-0
5
2011-0
6
2011-0
7
2011-0
8
2011-0
9
2011-1
0
2011-1
1
2011-1
2
2012-0
1
2012-0
2
2012-0
3
2012-0
4
2012-0
5
2012-0
6
2012-0
7
2012-0
8
2012-0
9
2012-1
0
2012-1
1
2012-1
2
2013-0
1
2013-0
2
2013-0
3
2013-0
4
2013-0
5
2013-0
6
2013-0
7
2013-0
8
2013-0
9
2013-1
0
2013-1
1
Percent mobile and tablet
15 corporate websites in Europe
Nov 2013 25%
Dec 2010>5%
No. of Europe’s 100 largest companies with responsive websites
101
April 2012 June 2013
14
December 2013
Checklist for mobile content How does your visitors behave?
What does the content on your website look like in a smartphone or tablet?
What is the most important content on your website?
