Web managers' challenges - social media, content and mobile

Web managers’ challenges

Milan

13 December 2013

Me

Helena Wennergren, Director, Head of MarketingKW Digital

helena.wennergren@kw-digital.com

+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%

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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?