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KWD Web Management Report 2014 (open resource)

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We asked web managers and others responsible for …

We asked web managers and others responsible for
corporate websites about the challenges they face in 2014
and what prioritises they will focus on. 116 professionals
from 96 companies in 18 countries participated in the
survey. 42% of the companies that took part in the survey
are in Financial Times’ Europe 500. These are our findings
from the survey.

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  • 1. KW DIGITAL: WEB MANAGEMENT REPORT 2014 Focus and challenges for CORPORATE WEB MANAGERS 2014
  • 2. ii 1KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Content Content is King 2014...................................................................................2 Content is important.................................................................................. 4 Governance.............................................................................................. 8 Feedback and KPIs................................................................................. 11 Content Management Systems.................................................................. 13 Social Media............................................................................................ 16 Mobile and Tablets................................................................................... 24 Content marketing................................................................................. 29 About the report.................................................................................... 33 About KW Digital..................................................................................... 34 We asked web managers and others responsible for corporate websites about the challenges they face in 2014 and what prioritises they will focus on. 116 professionals from 96 companies in 18 countries participated in the survey. 42% of the companies that took part in the survey are in Financial Times’ Europe 500. These are our findings from the survey.
  • 3. 2 3KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 CONTENT IS KING 2014 Even though 71% say that they are satisfied or slightly satisfied with their content, it seems that content improvements are one of the main challenges in 2014. Maybe the urge for improving content is an outcome of the 2013 Content marketing boom.
  • 4. 4 5KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Content is important in 2014 Fully prioritised PrioritisedTo some extent SlightlyNot at all 60% 50% 40% 30% 20% 10% 0% 51% 34% 14% 1%0% Most important content to improve CSR/sustainability Information about the company Media Career related Investor relations Complete content overhaul Corporate governance Contact information Online Annual Report Other Risk information Debt information 0% 20% 40% 60% 80% 100% 58%57% 50% 47% 44% 33% 30% 28% 22% 10% 8% 5% Corporate Responsibility content In the past three years we see four main areas for improving content; Corporate Responsibility, Career, Media and Information about the Company. Corporate Responsibility – seen as the most important content area to improve What stands out in this survey is that Corporate Responsibility and Sustainability top the list for the first time. With an increase from 47% to 58% last year it is now seen as the most important content area to improve. 80% 70% 60% 50% 40% 30% 58% 2012 2013 2014 47% 49% More focus on CSR related content CONTENT IS IMPORTANT IN 2014
  • 5. 6 7KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 One-third plan for complete overhaul Another quite interesting trend is the increase in respondents saying that no spe- cific area will be prioritised this year but rather a complete overhaul of content. This is an increase of almost 100% since last year, meaning a third of companies which plan for a complete overhaul of content in 2014. Search optimisation not as important as content structure and responsive design Content structure, responsive design, design and visuals are prioritised features of a website in 2014. In comparison, search engine optimisation is not at all as prioritised. This is interesting, giving the fact that high search ranking is essential with search engines being the hub of all surfing. Of the 10 corporate websites that we measured, more than 50% of all visitors come through search engines. (80% of internet users are using search and 1.4 billion searches are conducted every hour). The SEO result can be interpreted in two ways. Either there are many companies which do not realise the importance of working with search engine optimisation. Or maybe, which we hope and believe, there are many companies realising that creating relevant content with digital spread results in a better search ranking, without them necessarily calling that SEO. Content structure Responsive design Design Visuals/interactive features Social media integration Functionality (e.g. charting tools, databases) Internal search engine Search engine optimisation CMS Online Reports (AR, interim/quarterly, CSR) Functions to increase visitor interaction (e.g. forms, chat) Apps Mobile adaption, non-responsive None 0% 20% 40% 60% 80% 100% 60%57% 54% 51% 50% 40% 37% 33% 31% 26% 15% 14% 7% 4% Prioritised solutions in 2014 “Focus on CSR related content might indicate an increased comprehension among companies that proactive action and communication of CSR issues is crucial when it comes to gaining trust from stakeholders.” – Karolina Dubowicz, CSR specialist at Hallvarsson & Halvarsson CONTENT IS IMPORTANT IN 2014CONTENT IS IMPORTANT IN 2014
  • 6. 8 9KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 36%13% 9% 4% 4-6 10 or more 0 1 33% 2-3 5% 7-9 Number of more or less full time employees working with the corporate website Governance GOVERNANCE Fewer resources and growing digital communication ambitions are the most common challenges specified by the respondents in 2014. Higher ambitions but fewer dedicated full-time workers for the web site The percentage of companies having 4 or more dedicated full-time workers for their website has decreased from 35% to 26% since last year. Most of the companies have 1-3 full-time workers managing their website. A third have only one person dedicated to their site. More companies realise importance of senior management involvement. Too many are still without it. The percentage of companies reporting that their senior management is highly or fully involved in goals and visions for the web has increased from 38% to 46% the last year. Unfortunately, over 20% still have little or no involvement at all from senior management. Even though more respondents says that senior management is involved, it is not necessarily the same as having their full attention or having a digital strategy which management has signed off. The risk of not having a clear strategy is vast. It can result in a digital communi- cations failing to support the business strategy. Despite this there are still, in 2014, too many indicating that they do not have a clear strategy supported by the management. Fully involved HighlyTo some extent SlightlyNot at all 50% 40% 30% 20% 10% 0% 33% 30% 21% 3% 13% Senior management’s involvement in determining the goals and visions for corporate digital communication
  • 7. 10 11KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Bigger teams’ usually have higher senior management involvement Interesting to see is that the bigger the digital communication teams are, the more likely it is that their senior management is involved. Of those companies with one person dedicated to the corporate website only one third have senior management’s involvement. Senior management’s involvement compared to team size 65% 35%Not at all Slightly To some extent Highly Fully involved 0-1 53% 47% Not at all Slightly To some extent Highly Fully involved 4-10 38% 62% Not at all Slightly To some extent Highly Fully involved 2-3 One of more full time editors Content owners directly Web agency (third party) 1 or more p/t web editors (assistants, secretaries) Other 0% 20% 40% 60% 80% 100% 66% 20% 33% 5% 15% Full time editors publish content on corporate websites Feedback and KPIs Over 90% assess data from web analytics. Only 1% don’t work with web analytics and 8% don’t know if their company is working with it. One-third ask for feedback from visitors and web analytics is collected every month Companies tend to assess web analytics every month. More than a third ask for feedback from their visitors. Of those not asking for feedback from visitors 40% plan to in 2014. If they do, there will be over 60% collecting feedback from visitors by the end of the year. Yes No Not yet but plan to this year 24% 37% 39% Use of feedback from visitors GOVERNANCE
  • 8. 12 13KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 FEEDBACK AND KPIs Majority use KPIs or plan to do so in 2014 Working with KPIs might be a growing trend as almost 34% of the companies plan to introduce them in 2014. And since 30% are already using KPIs, we might have about 60% working with them by the end of this year. Working with KPI on corporate website 34% 30% 29% 7% YesNo Not yet but plan to this year Don’t know Assess of data from web analytics Every day Don’t knowEvery weekEvery monthLess oftenNever 50% 40% 30% 20% 10% 0% 46% 19% 17% 9% 8% 1% What are Key Performance Indicators (KPIs) Key Performance Indicators (KPIs) are mea- surements which helps companies evaluate their success. When employed on a website KPIs measure the success of the site. In order to do so, each page needs to have a clear purpose and goal, such as filling in a form or downloading a presentation. This goal is then measured and the percentage of visitors fulfilling the goal becomes the page’s conversion rate. Content Management Systems The most commonly used CMS tools are EPiServer and MS SharePoint, with the most satisfied CMS users being those with EPiServer. Unfortunately only one third of those using MS SharePoint are satisfied with the tool. EPiServer and SharePoint most commonly used, but vast differences in satisfaction between them It is interesting to see that the majority of the respondents answer that they are using other CMSs. When specifying which, there are a vast amount of different CMS tools mentioned. Drupal is one of them. CMS used for corporate website EPiServer MS SharePoint Custom, built by agency Custom, built internally Adobe CQ Wordpress Tridion SDL Opentext (RedDot) Umbraco Sitecore Adobe Experience Manager Other 0% 10% 20% 30% 40% 50% 24% 21%13% 10% 8% 5% 5% 4% 3% 2% 2% 2%
  • 9. 14 15KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 CONTENT MANAGEMENT SYSTEMS As many as 20% of companies have custom made CMS tools, either built in-house or by an agency. The majority of those using custom made CMS tools are satisfied with their solution. Still, we do not recommend our clients go down this route unless they have very tailored, specific requirements that can’t be meant by off-the-shelf CMSs. Certain aspects of custom-made CMS tools needs to be taken into consideration, including security issues and the challenges of keeping the CMS up to date in a rapidly changing digital environment. Satisfaction of CMS Custom made CMS (internal and external) MS SharePointEPiServer 70% 60% 50% 40% 30% 20% 10% 0% 67%65% 31%
  • 10. 16 17KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Social media Almost 80% now use social media in corporate communications, a high percentage that has increased year-on-year. Social media – is well used, but we need sharper strategies Despite this, only 26% say that they are completely satisfied with their social media engagement. And when specifying the greatest challenge for 2014, “social media” is often one of the areas mentioned. 14% 78% 8% Yes No Not yet but plan in 2014 Companies using social media for corporate communications Need for more frequent updates and sharper strategies There is low satisfaction with social media engagement and respondents saying social media is the greatest challenge, indicates there is more to do. The majority have taken the step into engaging through social media. Now, the most common challenges are to shape a social media strategy and/or policy or improving an existing one and to reach a higher frequency in social media content production. Social media is managed in-house Companies mostly work on their social media related activities in-house. Such activities include the social media strategy, updating content as well as monitoring and responding to comments. None of the companies use an agency alone when working on their social media strategy even though some work together with an agency. 32% 68% Agency In-house Companies that use an agency to some extent when managing strategy, content, monitoring or responding to comments SOCIAL MEDIA Continued investment in social media Social media is still on the rise and companies continue investing in social media related work. And even though there are not as many as last year planning for an increase in budget, about 18% of the respondents are still planning to do so.
  • 11. 18 19KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 SOCIAL MEDIASOCIAL MEDIA Change in social media budget Less About the same More Don’t know 60% 50% 40% 30% 20% 10% 0% 50% 18% 27% 5% More companies prepare to use social media during crises Last year, we found out that almost 28% of the companies have directives on how to use social media during crisis. This year companies seem to have acknowledged the benefits in using social media in crisis communications, both in limiting the risk of getting into a crisis as well as handling the crisis when it breaks out. We see slight increase to 33% in companies now including a crisis plan in their social media policy from last year. What the social policies include Guidelines for all employees’ conduct related to the corporate social media channels Guidelines on how employees are allowed to use personal social media channels at work Instructions for the social media team on how to respond to questions in the corporate social media channels Instructions for the social media team on what content to publish in the corporate social media channels Crisis plan - instructions for what to do in the state of a social media crisis. 0% 20% 40% 60% 80% 100% 80% 78% 61% 53% 48% Companies with a social media policy that include a crisis plan 50% 40% 30% 20% 10% 0% 33% 2013 2014 28% Last year as much as 28% increased their budget for social media work. Only 5% intend to decrease the budget which is similar to last year’s intention among the companies.
  • 12. 20 21KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Companies priorities press, career and CR related information in social media The areas of most importance for social media, are the same areas noted for the overall digital communication. That is, Career, Corporate Responsibility and Press. 58% will prioritise career related information in social media, 55% will prioritise CR information and 52% prioritise Press related information. Surprisingly, 76% of companies are dissatisfied, slightly dissatisfied or neither about their Investor Relations communication in social media. Despite this, there are not many companies planning to prioritise this during 2014. Similar trends can be seen on corporate governance information. Social media monitoring There is a constant flow of information and opinions in social media. A social media monitoring system to keep track of the conversation is becoming more and more important for brands. Without it, it will be difficult to measure the success of a company’s engagement in social media. Our respondents use several different social media monitoring systems. Many answered that they use others besides those specified by us, for example, Alto Analytics and Komfo. About 40% say that they are slightly or completely satisfied with their system, not that many. The fact that a large number of respondents are not satisfied or only slightly satisfied indicates that more education and connection to the business is needed for the respondents to get more out of their work with social media monitoring systems. Today there are a large number of different systems, all with their own strengths and weaknesses. To find one that fits your company, aimed at your prioritised markets is not an easy task and requires both research and testing. Fully prioritised PrioritisedTo some extent SlightlyNot at all 50% 40% 30% 20% 10% 0% CR/Sustainability Career Investor Relations 13% 23% 25% 25% 25% 2% 7% 16% 19% 15% 11% 21% 19% 36% 44% Prioritisation of CR, career and press related information in social media Companies using social media monitoring systems (SMMT) 25% 20% 15% 10% 5% 0% 23% 2011 2012 2013 2014 13% 9% 3% SOCIAL MEDIASOCIAL MEDIA
  • 13. 22 23KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Companies satisfied with their SMMT SatisfiedSlightly satisfied Neither norSlightly dissatisfied Dissatisfied 50% 40% 30% 20% 10% 0% 16% 35% 35% 8% 6% Facebook, LinkedIn and Twitter are most popular Facebook, LinkedIn and Twitter are the most popular social media channels according to the web managers. Companies using LinkedIn has increased 59% to 67% since last year. The majority still don’t use Google+, Pinterest and Slideshare. Increase in use of social media channels 64% 58% 30% 28% 19% 67% -3 (67%) +1 (57%) +3 (27%) +3 (25%) +8 (11%) +8 (59%) 2013 numbers in brackets”I would recommend that you test several different systems before choosing one. Make sure that you set up targets and know what sort of data that is relevant for your business.” – Sanna Stefansson, Social media specialist at KW Digital SOCIAL MEDIASOCIAL MEDIA
  • 14. 24 25KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 Mobile and tablets The time when we only used computers to access the internet has past. Now we are browsing the web via multiple devices whether we are on our way to work, at work, or at home relaxing on the couch. This is true not only for B2C websites, but also for corporate websites according to the web statistics on 15 European corporate websites. Urge to prepare for visitors from mobile devices The adoption of smartphones and tablets is still on the rise and usage is pointing upwards. When looking at how many mobile visitors corporate website have had in the last four years it’s just increasing. From being only a few in 2011, it now makes up over 25% of visitors. We have seen a rapid change this last year as the number of visitors to corporate websites has doubled. Number of visitors from mobile devises to 15 corporate websites 25% 20% 15% 10% 5% 0% 25% 2011 2012 2013 2014 9% 13% 3% 75% already have or plan to get a responsive website in 2014 The number of companies offering their visitors a responsive website has increased from last year to 14%. One fourth of the 37% who has a responsive design today, plan to improve it during this year. 38% of companies plan to develop a responsively designed website this year. If all companies that are planning to build a responsive website this year are finished by the end of the year, 75% of all companies’ websites will be respon- sive. To put this into perspective and grasp the magnitude of the trend, only 1 of the 100 largest companies in Europe had a responsive website in 2012. That was just 2 years ago. Companies that have a responsive website 25% 9% 38% 28% YesNo No but plan to develop this year Yes Plan to improve MOBILE AND TABLETS
  • 15. 26 27KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 What is Responsive Design? Responsive design represents a fundamental shift in building websites. A shift required as we have moved from using one to multiple screen devices. A responsive website adapts the original website to fit the size of the screen, whether it’s the screen of a smartphone, tablet, laptop or desktop computer. Responsive design has multiple fluid grid layouts, meaning it flexibly adjusts the content to fit the size of a screen. In other words, it is not the same as a having a website with a design adapted to fixed widths for mobiles or tablets. MOBILE AND TABLETSMOBILE AND TABLETS Apps get low priority in 2014 The number of companies that have an app has been on the rise in recent years, but appears to have now plateaued. This year it is more or less the same percentage of companies having apps as last year. Fewer companies are also planning to prioritise working with apps this year compared to last year. According to our survey it seems difficult to create apps that fulfil the company’s expectations. Only one third of respondents say that they are satisfied with their apps. So why the slowdown in the uptake of apps? The reasons might include: Unclear benefits: The benefits of having a corporate app are still unclear – there are very few examples of apps that offer something that other channels, such as the corporate site, cannot. Low use and download: Downloads, but more importantly ongoing use of them, is reportedly low – return on investment is therefore questionable. Responsive websites: Responsive web design has seen the usability of corporate websites on tablets and smartphones improve. Budget prioritisation: Apps may be perceived as ‘nice to have’, not essential. Companies that have corporate apps 36%58% 3% 3% YesNo No but plan to develop this year Yes Plan to improve Companies that have a corporate app 50% 40% 30% 20% 10% 0% 39% 2012 2013 2014 38% 29% Prioritisation of corporate apps 50% 40% 30% 20% 10% 0% 14% 2012 2013 2014 18% 45%
  • 16. 28 29KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 MOBILE AND TABLETS Investor Relations apps are most common Even though benefits of having an app are still unclear and many do not know what to use apps for, there are still those who already have one. Of those respondents answering what purpose they had when building their app, we get the following answers: Type of apps 35% 24% 18% 12% 6% 6% IR audience Give online access Company Info Annual Report CSR Career SatisfiedSlightly satisfied Neither norSlightly dissatisfied Dissatisfied 50% 40% 30% 20% 10% 0% 32% 16% 16% 16% 20% Companies satisfaction over their apps Content marketing Content marketing is still new and has not been implemented thoroughly by companies yet. That said, almost 40% uses content marketing in their corporate communications today. Majority use Content marketing, or plan to do so in 2014 And if the 23% of the companies planning to begin in 2014 actually do that, we will have over 60% working with Content marketing as a part of their corporate communications by the end of the year. Companies working with content marketing 37%39% 25% YesNo Not yet but plan in 2014 What is Content marketing? Content marketing is marketing through editorial content which the target group find educative, helpful and/or entertaining. It’s not directly focused on selling but builds up a relationship with customers and potential customers that eventually lead to sales. The focus on Content marketing has been big this last year. But even though the term itself is new, the concept isn’t really.
  • 17. 30 31KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 CONTENT MARKETINGCONTENT MARKETING Most companies lacks a Content marketing strategy Of those working with Content marketing majority has not yet established a strategy for their work. A third has a Content marketing strategy. The low percentage of companies with a strategy might indicate that companies are in a phase where they still discover and learn more about how to use Content marketing. Companies with a content marketing strategy 29% 59% 12% Yes No Don’t know “As Content marketing is on the rise, I would like to emphasize the importance of a strategy that gives companies both directions and guidance when it comes to planning, creating, publishing and managing content that is both relevant and of value to your target groups.” – Katrin Kolare, Content marketing specialist at KW Most common to manage Content marketing in-house It seems as most of the Content marketing is managed in-house. Usually about one-third of the companies use an agency, either entirely or for some parts. Most common is consulting an agency for designing the content. About 50% uses agencies for design. Activities conducted in-house 35% 65% Agency 31% Agency 29% Agency In-house Writing Editing Content Distribution Planning / Strategy Design Analysis 69% In-house 48% Agency 52% In-house 33% Agency 67% In-house 25% Agency 75% In-house 71% In-house
  • 18. 32 33KW DIGITAL WEB MANAGEMENT REPORT 2014 KW DIGITAL WEB MANAGEMENT REPORT 2014 CONTENT MARKETING Only a few have a Director of Content or planning to get one Those who try to predict the evolution of Content marketing in 2014 says that we will see an increased number of management positions within the field. In this research however only one-fifth of the respondents have a Director of Content today. And among those who do not have one, only 2% plan to recruit one during 2014. Companies having a Director of content 2%18% 80% Yes No Not yet but plan in 2014 About the report The Web Management Report is a yearly report produced by KW Digital. It is based on the KW Digital Web management survey which is carried out to understand what web managers and others responsible for corporate websites see as their challenges this year. The purpose is to let them share knowledge with each other and help them build their cases internally by referring to how others are doing. The report summarises the responses of the survey which was sent out in Febru- ary 2014. We asked 39 questions rang- ing from the size of the corporate web- site budget to the importance of social media and content marketing in corpo- rate communications. Our research gives a good insight into what companies will focus on over the next 12 months and what issues are important to them. The KW Digital Web Management Re- port 2014 is published as open research under a Creative common license. The web managers that have responded to the survey get access to the full version of the report. For more information about the report please contact: Linda Hultberg KWD Webranking Project Manager +46 (0)8 407 20 38 linda.hultberg@kw-digital.com Main content areas for improvement in digital channels 2014 % KW Digital Web Management Report 2014 · Open research Corporate website budget compared to last year $€ 39% About the same 25% More 15% Less CSR/sustainability Information about the company Media Career related Investor relations Complete content overhaul 58%57% 50% 47% 44% 33% Mobile and responsive 25% 20% 25% ABOUT THE REPORT
  • 19. About KW Digital KW Digital is a digital corporate communications agency that helps companies make better use of digital channels in their corporate communications. We provide stra- tegic advice and execution based on our research and experience. KW Digital has more than 50 employees at offices in Stockholm and London, and also partners in Milan and Lisbon. For more information about KW Digital please visit http://kw-digital.com. Contacts for more information Staffan Lindgren Managing Director +46 8 407 22 12 staffan.lindgren@kw-digital.com Phil Marchant Managing Director UK +44 (0)203 700 5554 phil.marchant@kw-digital.com ABOUT KW DIGITAL

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