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.

1. Web managers’ challenges
Milan
13 December 2013

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. 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. Part of the research:
Web Management Report
The participants in 2013
Source: KW Digital Web Management Report 2013

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. 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. 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. 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. Content

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. 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. 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. 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. Mobile

15. The importance of mobile solutions
according to web managers
Source: KW Digital Web Management Report 2013

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. No. of Europe’s 100 largest
companies with responsive websites
April 2012
1
June 2013
10
December 2013
14

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?