KWD Web Management Report 2013 (open resource)

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KWD Web Management Report 2013 (open resource)

  1. 1. 1 – KW Digital Web Management Report 2013 KW Digital Web Management Report 2013 kw-digital.com The challenges, strategies and management issues for Web Managers in 2013 à
  2. 2. 2 – KW Digital Web Management Report 2013 Inside the mind of a Web Manager 2013 We asked people who run corporate websites about the challenges they face in 2013 and their priorities and plans. 137 professionals from 123 listed companies in 22 countries participated in the sur- vey. 44% of the companies that took part in the survey are in the ­Financial Times’ Europe 500. These are our findings from the survey. Web managers are concentrating on ensuring that their websites work well in mobile devices – responsive design is high on the list of priorities for the year. This is a sound priority since around 17% of visits to corporate websites are from a mobile device (according to a KW Digital analytics study of 15 corporate websites). Apps on the other hand are a low priority this year and also have low degree of satisfaction among the companies. The trend is clearly moving to responsive website design. Companies tend to spend more on their website and prioritize their website more. Their biggest challenges are their social media presence and digital strategies.
  3. 3. KW Digital Web Management Report 2013 – 3 123123123123 from of them 44%44%44%44% $$ Decreased 17171717 % Increased 28282828 % 48484848 % Unchanged 50% 47% 43% 39% 35% % % 40404040 18181818 Who we asked? Website investment Main content areas for improvements Technical solutions Use of social media channels 83%83%83%83% Used by 76%76%76%76% KW Digital Web Management Report 2013
  4. 4. 4 – KW Digital Web Management Report 2013 The corporate website is a priority – but not always for senior management Senior management involvement is important for building a long-term roadmap and communication strategy for the website. Many companies lack a clear online strategy signed-off by the senior man- agement which often creates a gap between the business strategy and what is communicated on the website and other corporate digital channels. Strategy-related issues were also one of the key challenges mentioned by respondents. e.g. “Separate business units have different goals when it comes to digital communication – they prioritise differently and it’s difficult to reach a shared vision.” Formulating a shared vision is key to producing a digital strategy, but once established, it offers significant guidance to those involved in developing corporate websites. Nearly 40% indicate that senior management is highly, or fully, involved in determining the goals and vision for their company’s digital corporate communications. About 20% have little or no involvement from senior management. The respondents who give the corporate website their full priority (about 31%) have their senior management’s involvement and full attention. percent have little or no ­involvement from senior management 20 Source: KW Digital Web Management Report 2013 To what extent is senior management involved in determining the goals and vision for your digital corporate communications 0 5 10 15 20 25 30 Not at all involved Slightly To some extent Involved Highly Fully involved Source: KW Digital Web Management Report 2013
  5. 5. KW Digital Web Management Report 2013 – 5 à What content do you plan to improve or emphasize in digital channels in 2013? 0 10 20 30 40 50 60 Other None Risk information Debt information Contact information Complete overhaul Corporate governance related Online annual report IR Media Career related CSR/sustainability content Information about the company The corporate website and online corporate communications have the highest priority when compared to social media and corporate mobile apps. The corporate website will be prioritised by over 92% in 2013 ­compared to social media 67%. Companies will primarily work on improving information about the company (50%), CSR/­Sustainability content (47%), Career related content (43%), Media and IR. How will you prioritize the following areas in 2013? 0 20 40 60 80 100 Online corporate communication (strategy, presence, effectiveness) Corporate website (strategy, content, look and feel, message, traffic, transactions, stakeholder satisfaction) Social media (strategy, content, distribution, response) Corporate mobile or tablet apps (strategy, integration, content, presence, distribution, response) Not at all prioritzed Slightly prioritized Prioritized to some extent A priority Very prioritized Fully prioritized Source: KW Digital Web Management Report 2013 Source: KW Digital Web Management Report 2013
  6. 6. 6 – KW Digital Web Management Report 2013 40% say they plan to improve or emphasize re- sponsive design during 2013, in comparison, only 18% plan to improve or emphasize their mobile or tablet app. Social media is a challenge for many companies. It is also an area where they see a need to focus their efforts. The integration of social media channels within the website creates added value with traffic flowing from one medium to the other and using the already established technology with the social channels rather than having to develop them on your website. A great example of this is a LinkedIn plugin which lets your visitors see if they have any 1st or 2nd degree LinkedIn contacts working at your company. Another example is us- ing an integrated slide-share module for showing and archiving your public presentations instead of developing your own. A bonus is that the presen- tations will be available both on Slideshare and on your website without any extra efforts of upload- ing them more than once. Which solutions linked to your corporate website do you plan to improve/emphasise in 2013? 0 10 20 30 40 50 60 None Other Design A new content management system iPad/tablet/smartphone app Internal search engine Mobile adaptation Functions to increase interaction with visitors Search engine optimization Social media – integration Responsive design Functionality (e.g. charting tools, databases) Content structure Traffic coming from mobile devices to 15 corporate websites (Nov 2010 – Apr 2013) % 0 5 10 15 20 2013-032013-012012-112012-092012-072012-052012-032012-012011-112011-092011-072011-052011-032011-012010-11 Source: KW Digital Source: KW Digital Web Management Report 2013 Companies plan to improve the content structure, functionality, and integration with social media. They are also turning their attention to responsive design. These are sensible priorities. Responsive design has started to become a corporate web- site must-have, since more and more traffic to websites comes from mobile devices. We have studied traffic from mobile devices in 15 websites between November 2011 and April 2013. The trend is staggering, going from 5,3% in April 2011 to 11,3 % 2012 to 17,5% in April 2013. We are getting to a point when the visitor expects the website to be optimized for their mobile phone or tablet. Preparing for visitors from mobile devices
  7. 7. KW Digital Web Management Report 2013 – 7 Purpose of the website The majority of the respondents indicate that the purpose of their website is to give relevant and significant information to key audiences. 25% indicate that it should be the central hub for the company’s external communications. This tells us that 25% use the corporate website for company related information as well as to market their products or services. Social media, strategy and consistency – the biggest challenges for 2013 We asked respondents to indicate what they think their company’s primary challenge in digital communications is for the moment. Social media was by far the largest challenge with comments like “Learning to adapt social media in a very conservative company” and “We should improve our presence in selected social media channels”. Other challenges faced were finding a strategy for working with social media and deciding what channels to prioritise. Digital strategy was also mentioned by many as their top challenge, “Social media should more and more become part of the online corporate communication strategy”, “[our primary challenge is] how to change focus from traditional printed media to a fully integrated digital strategy”. These are both great topics for discussion when working on digital strategy. What best describes your purpose/vision of your corporate website? 0 10 20 30 40 50 60 Other To be compliant and provide regulatory information To increase the valuation of the company To increase brand awareness To be the central hub for the company’s external communication Give relevant and significant information to our key audiences (investors, shareholders, journalists, job seekers) Source: KW Digital Web Management Report 2013 à
  8. 8. 8 – KW Digital Web Management Report 2013 Social media of increased ­importance but also one of the largest ­challenges The importance of social media is growing stronger. 79% of companies use social media for corporate communication today. Of the 21% who do not, a third are planning to become active in 2013, which tells us that the trend is continuing to grow. Social media was also the most cited chal- lenge for web managers in 2013, where many struggle with the ­absence of any strategy or framework for working with social media. percent use social media for corporate communications 79 Source: KW Digital Web Management Report 2013
  9. 9. KW Digital Web Management Report 2013 – 9 Facebook, LinkedIn, and Twitter are most popular 61% and 50% responded that they actively use Facebook and LinkedIn respectively. Twitter is the most popular social media platform among the re- spondents – it is actively used by 69% of the respondents’ companies while 83% indicate that they actively or less actively use Twitter for their corporate communications. This can be compared to 59% a company page on Twitter in 2012. Facebook competitor Google+ is actively used by 23%, SlideShare, a pres- entation sharing service is actively used by 18% and Scribd is actively used by 2%. When it comes to choosing your strategy for social media and deciding which channels to be present in the most important part is to decide what to communicate, how often it should be updated and who should be responsi- ble for doing it. Consistency over time is key to keep interest from your audi- ence. Although SlideShare and Scribd are used by a few they are channels that could be of great value for your business. They will make your docu- ments and presentations reachable to many more people than they would if they only reside on your website and depending on your business this could be a great way of establishing you as a knowledge-leader in your niche. Major investments in social media The trend towards investments in social media continues, with more com- panies investing more money on social media. 28% have increased their budget related to social media while only 5% has a lower budget than last year. 67% of companies see social media as a priority in 2013. A majority of the active companies have a social media policy 84% of the companies who are active in social media have a social media policy. The most common content is guidelines for how employees should use social media at work (58%) and guidelines for ­employees’ behaviour in relation to corporate social media channels (47%). Other popular content includes the instructions for internal social media teams on how to respond to questions published through corporate social ­media channels (41%) and how the company’s social media accounts should be run (34%). Surprisingly, only 28% have a crisis plan with instructions on what to do in a social media crisis. There are numerous examples of social media crises that could have been eliminated, or at least minimised if the company had a well prepared crisis plan. A social media policy should give mandate and guide- lines on how to act in a crisis in a given circumstance. 69percent use ­Twitter actively for corporate communications à Source: KW Digital Web Management Report 2013
  10. 10. 10 – KW Digital Web Management Report 2013 Monitoring social media 75% of the respondents use a system for social media monitoring and 40% use a social media management tool (SMMT) to manage accounts, content, monitoring and measurement of corporate communications. Web managers plan to prioritise their social media efforts to surface infor- mation related to Press, Careers and Corporate Responsibility in 2013. 75percent use a system for social media monitoring Do you have a social media policy and what does it cover? 0 10 20 30 40 50 60 We don’t have an official social media policy Other Crisis plan - Instructions for what to do in the case of a social media crisis Instructions for the social media team on what content to publish in the corporate social media channels Instructions for the social media team on how to respond to questions in the corporate social media channels Guidelines for all employees conduct related to the corporate social media channels Guidelines for how all employees are allowed to use social media channels at work Source: KW Digital Web Management Report 2013 Source: KW Digital Web Management Report 2013
  11. 11. KW Digital Web Management Report 2013 – 11 More focus on ­mobile-friendly web 41% of the respondents currently have a mobile-friendly website with ­content tailored for mobile or tablet devices. Of those that do not have a mobile-friendly website, 31% plan to develop it in 2013. However only 20% have a responsive website, which is the most current technique for creating ­mobile-friendly websites. Out of those who do not have a responsive website, 39% are planning on making their website responsive this year. This clearly shows that responsive web is a strong trend ­going forward. 38% of companies currently have an app, compared to 29% in 2012. Of these, 98% have an app for Apple iOS and 58% for Android. 67% indicate that they will prioritise corporate mobile or tablet apps in 2013. 67percent, will ­prioritise cor- porate mobile or tablet apps in 2013 Source: KW Digital Web Management Report 2013
  12. 12. 12 – KW Digital Web Management Report 2013 Web Managers: Who they are and what they do 137 professionals from 123 listed companies in 22 countries have participated in KW Digital’s survey this year. 44% of the companies that took part in the survey are included in the Financial Times Europe 500. The majority of the respondents are Head of Online Communications, Web Managers or Head of ­Corporate Communications working in a Corporate Communications department. Most are responsi- ble for web content and digital media and around 40% indicate that online annual reports and overall ­corporate communications are included in their responsibilities. In most cases the Head of Communications is in charge of the company’s corporate website. 57% of the respondents have 1-3 people working on the corporate website more or less full time, 19% have seven or more people. Interestingly, 7% of the companies do not have a person working full-time with the website. In 62% of the companies, senior management is involved in determining the goals and vision for your digital corporate communication. Head of Online Communication/Digital media, 19% Web Manager, 15% Head of Corporate Communications/Communications Director, 12% Head Corporate Web, 9% IR officier, 7% Communications officer, 7% Head of IR, 5% Web editor, 3% Other, 23% Title Source: KW Digital Web Management Report 2013
  13. 13. KW Digital Web Management Report 2013 – 13 Corporate communications, 64% Investor relations, 17% Online/Web communications, 12% Corporate Affairs, 2% Media Relations, 1% Other, 11% Department 0, 8% 1-3, 58% 4-6, 16% 7-10, 10% 10 or more, 8% People working full time with the corporate website Areas of responsibility 0 20 40 60 80 Other Sustainability/Corporate Responsibility Investor Relations Marketing/Communications strategy Press and Media Budget Online annual reports Overall corporate communications Digital media/multimedia Web content/web editorial Source: KW Digital Web Management Report 2013 Source: KW Digital Web Management Report 2013 Source: KW Digital Web Management Report 2013
  14. 14. 14 – KW Digital Web Management Report 2013 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 strategic advice and execution based on our research and experience. KW Digital is a division of King Worldwide, the leading global financial ­communications and stakeholder management company. King Worldwide employs over 900 staff serving more than 1,000 clients from offices in New York, Boston, London, Stockholm, Madrid, Cape Town, Moscow, Dubai, São Paulo and Hong Kong. For more information about KW Digital please visit http://kw-digital.com. Contacts for more information 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 summarizes the responses of the sur- vey which was sent out in March 2013. We asked 34 questions ranging from the size of the corporate website budget to the importance of social media in corporate communications. Our research gives a good insight into what companies will focus on over the next 12 months and, in this difficult eco- nomic period, what issues are important to them. The KW Digital Web Management Report 2013 is published as open research under a Creative Commons license. The web managers that have responded to the survey get access to the full ver- sion of the report which also includes management and budget information. For more information about the report please contact: Helena Wennergren Director, Head of Marketing +46 8 407 22 10 helena.wennergren@kw-digital.com Staffan Lindgren Managing Director +46 8 407 22 12 staffan.lindgren@kw-digital.com Phil Marchant Managing Director UK +44 (0)20 7920 9734 phil.marchant@kw-digital.com © 2013 by KW Digital. All rights reserved

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