KWD Webranking AWARDS 2013

Helena wennergren
director kw digital

@HelenaWennergren

@kwdigital

”what european webmanage...
Web managers’ challenges
Milan
13 December 2013
Me

What I will talk about

Helena Wennergren,
Director, Head of Marketing
KW Digital
helena.wennergren@kw-digital.com
+46...
The process of KWD Webranking
Research
1-2. Identifying trends
through the web manager
survey and expert
interviews

1

2
...
Part of the research:
Web Management Report
The participants in 2013

Source: KW Digital Web Management Report 2013
Major challenges for web
managers
Social media
Other

Content

Strategy

[CATEGORY
NAME]
Corporate
[PERCENTAGE] vs busines...
Social media challenges
•
•
•
•

Engaging with communities
Launch social media strategy
Integration of social media and we...
Big gaps between the companies use of
social media and the target groups’ usage
80%

5,0

Twitter
most used
by the
compani...
Social media checklist
•
•
•
•

Who do I want to talk to?
What social media channels do they use?
How should I speak to th...
Content
Content challenges
•
•
•
•
•
•

Storytelling
Engaging content
Content creation processes
Constant improvement of the corpo...
Both detailed and summarized
information are very important

91 %

83%

detailed information

summarized information

Impo...
Visuals are important too
Illustrations and/or
interactivity to support content

27%
important

Importance 4 or 5, on a sc...
Content checklist








Who will read/view/listen to it?
In what way does it fulfil their needs?
Can it be suppor...
Mobile
The importance of mobile solutions according to web
managers

Source: KW Digital Web Management Report 2013
15 corporate websites in Europe
2013/11

2013/10

2013/09

2013/08

Percent mobile and tablet

2013/07

2013/06

2013/05

...
No. of Europe’s 100 largest companies with
responsive websites

April 2012

1

June 2013

10

December 2013

14
Checklist for mobile content
 How does your visitors behave?
 What does the content on your website look like in a smart...
13 december 2013
#writaly

KWD Webranking 2013 italy

Awards
In collaborazione con
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Helena Wennergren - What European webmanagers expect for 2014 - Kwd Webranking Italy 2013

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Helena Wennergren - What European webmanagers expect for 2014 - Kwd Webranking Italy 2013

  1. 1. KWD Webranking AWARDS 2013 Helena wennergren director kw digital @HelenaWennergren @kwdigital ”what european webmanagers expect for 2014”
  2. 2. Web managers’ challenges Milan 13 December 2013
  3. 3. Me What I will talk about Helena Wennergren, Director, Head of Marketing KW Digital helena.wennergren@kw-digital.com +46 8 407 22 10 Expectations on 3 major challenges for web managers 1. What web managers think 2. What the stakeholders do 3. Some good advice
  4. 4. The process of KWD Webranking Research 1-2. Identifying trends through the web manager survey and expert interviews 1 2 Jan-Apr Analysis 3. Surveys to the capital market & job seekers 3 4. Analysis of surveys to define the criteria 4 Apr-May Ranking 5. Ranking of corporate websites Summary Results, reports & awards 5 Summer Autumn/Winter
  5. 5. Part of the research: Web Management Report The participants in 2013 Source: KW Digital Web Management Report 2013
  6. 6. Major challenges for web managers Social media Other Content Strategy [CATEGORY NAME] Corporate [PERCENTAGE] vs business Mobile Organisation Source: KW Digital Web Management Report 2013
  7. 7. Social media challenges • • • • Engaging with communities Launch social media strategy Integration of social media and website Involve the company in the social media strategy
  8. 8. Big gaps between the companies use of social media and the target groups’ usage 80% 5,0 Twitter most used by the companies 70% LinkedIn 60% most important by 50% stakeholders 4,5 4,0 3,5 3,0 40% 2,5 2,0 30% 1,5 20% 1,0 10% 0,5 0% 0,0 LinkedIn Corporate Twitter feeds Capital market Facebook Companies Google+ Job seekers Sources: KW Digital Web Management Report 2013 KW Digital Capital market survey, KW Digital Career survey 2013
  9. 9. 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
  10. 10. Content
  11. 11. 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
  12. 12. Both detailed and summarized information are very important 91 % 83% detailed information 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
  13. 13. Visuals are important too Illustrations and/or interactivity to support content 27% important Importance 4 or 5, on a scale from 1-5 Importance 3 Importance 1 or 2 The website is appealing 41% very 49% very important important 35% important Source: KW Digital Capital market survey 2013
  14. 14. 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?
  15. 15. Mobile
  16. 16. The importance of mobile solutions according to web managers Source: KW Digital Web Management Report 2013
  17. 17. 15 corporate websites in Europe 2013/11 2013/10 2013/09 2013/08 Percent mobile and tablet 2013/07 2013/06 2013/05 2013/04 2013/03 2013/02 2013/01 2012/12 2012/11 2012/10 2012/09 2012/08 2012/07 2012/06 2012/05 2012/04 2012/03 2012/02 2012/01 2011/12 2011/11 2011/10 2011/09 2011/08 2011/07 2011/06 2011/05 2011/04 2011/03 10% 2011/02 30% 2011/01 2010/12 Visitors from mobile devices increasing rapidly Nov 2013 25% 25% 20% 15% Dec 2012 >5% 5% 0%
  18. 18. No. of Europe’s 100 largest companies with responsive websites April 2012 1 June 2013 10 December 2013 14
  19. 19. 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?
  20. 20. 13 december 2013 #writaly KWD Webranking 2013 italy Awards In collaborazione con

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