Web managers' challenges - social media, content and mobile

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A summary of the the challenges that web managers of corporate websites stand before. The major challenges are matched with what the stakeholders find important, to see if the challenges are to be taken seriously. Each challenge is followed by a checklist and some good advice.

Presentation from the Italian KWD Webranking Awards in Milan 13 December 2013.

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Web managers' challenges - social media, content and mobile

  1. 1. Web managers’ challenges Milan 13 December 2013
  2. 2. 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
  3. 3. 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
  4. 4. Part of the research: Web Management Report The participants in 2013 Source: KW Digital Web Management Report 2013
  5. 5. Major challenges for web managers Social media Other Content Strategy Resources 6% Corporate vs business Mobile Organisation Source: KW Digital Web Management Report 2013
  6. 6. Social media challenges • • • • Engaging with communities Launch social media strategy Integration of social media and website Involve the company in the social media strategy
  7. 7. 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
  8. 8. 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
  9. 9. Content
  10. 10. 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
  11. 11. Both detailed and summarized information are very important 91 % detailed information Importance 4 or 5, on a scale from 1-5 Importance 1,2 or 3, on a scale from 1-5 83% summarized information Source: KW Digital Capital market survey 2013
  12. 12. 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 49% very important The website is appealing 41% very important 35% important Source: KW Digital Capital market survey 2013
  13. 13. 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?
  14. 14. Mobile
  15. 15. The importance of mobile solutions according to web managers Source: KW Digital Web Management Report 2013
  16. 16. 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 2010 >5% 5% 0%
  17. 17. No. of Europe’s 100 largest companies with responsive websites April 2012 1 June 2013 10 December 2013 14
  18. 18. 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?

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