KWD Web Management Report 2014 (open resource)

KW DIGITAL: WEB MANAGEMENT REPORT 2014

Focus and challenges for

CORPORATE WEB MANAGERS 2014

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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.

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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.


Content is important in 2014

Fully prioritised

PrioritisedTo someextent

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 improveWhat 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


One-third plan for complete overhaulAnother 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 designContent 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


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 someextent

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


Bigger teams’ usually have higher senior management involvementInteresting 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 allSlightlyTo some extent

HighlyFully involved

0-1

53%47%

Not at allSlightlyTo some extent


4-10

38%

62%

Not at allSlightlyTo someextent


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 monthCompanies 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.

YesNo

Not yetbut plan to this year

24%

37%

39%

Use of feedback from visitors

GOVERNANCE


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 yetbut 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%


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%


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 strategiesDespite 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

NoNot yetbut plan in 2014

Companies using social media for corporate communications

Need for more frequent updates and sharper strategiesThere 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-houseCompanies 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 mediaSocial 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.


SOCIAL MEDIASOCIAL MEDIA

Change in social media budget

Less About thesame

More Don’t know

60%

50%

40%

30%

20%

10%

0%

50%

18 %

27%

5%

More companies prepare to use social media during crisesLast 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’ conductrelated to the corporate social media channels

Guidelines on how employees are allowed to usepersonal social media channels at work

Instructions for the social media team on how to respondto questions in the corporate social media channels

Instructions for the social media team on what content topublish 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.


Companies priorities press, career and CR related information in social mediaThe 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 monitoringThere 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 someextent

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%



Companies satisfied with their SMMT

SatisfiedSlightlysatisfied

Neither norSlightly dissatisfied

Dissatisfied

50%

40%

30%

20%

10%

0%

16%

35% 35%

8%6%

Facebook, LinkedIn and Twitter are most popularFacebook, 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



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 devicesThe 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 2014The 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

Nobut plan to develop thisyear

Yes Plan to improve

MOBILE AND TABLETS


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

Nobut plan to develop this year

YesPlan 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%


MOBILE AND TABLETS

Investor Relations apps are most commonEven 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 onlineaccess

CompanyInfo

Annual Report

CSRCareer

SatisfiedSlightlysatisfied

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 2014And 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 yetbut 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.


CONTENT MARKETINGCONTENT MARKETING

Most companies lacks a Content marketing strategyOf 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%Agency52%

In-house

33%Agency67%

In-house

25%Agency75%

In-house

71%In-house


CONTENT MARKETING

Only a few have a Director of Content or planning to get oneThose 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 yetbut plan in 2014

About the reportThe 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 HultbergKWD Webranking Project Manager +46 (0)8 407 20 38 [email protected]

Main content areas for improvement in digital channels 2014

Companies working with social media

Companies working with KPI

Large teams usually have the senior management’s involvement

%

Focus & challenges for Corporate WebManagers 2014

KW Digital Web Management Report 2014 · Open research

Web Management Report 2014

Corporate website budget compared to last year

$€ 39%About the same

25%More

15%Less

Plan to develop a responsive website.

CSR/sustainability

Information about the company

Media

Career related

Investor relations

Complete content overhaul

58%57%

50%

47%

44%

33%

Mobile and responsive

Percentage of mobile visits to corporate sites.

25%

20%

15%

10%

5%

0%

25%

2011 2012 2013 2014

9%

15%

3%

29%

65%

35%Not at allSlightly

To some extent

Highly and fullyinvolved

0- -

45%55%

Not at allSlightly

To some extent

Highly and fullyinvolved

Companies working with content marketing

64% 58%

30% 28%

19%

67%

37%

25%

39%

YesNo

Not yetplan to this year

kw-digital.com

Web Management Report 2014The Web Management Report is carried out by KW Digital on a yearly basis. Findings are based on the KW Digital Web Management survey that aims at understanding what web managers and others responsible for corporate websites in Europe, see as their challenges this year.

The Web Management Report 2014 is published as an open research under a Creative Common license.

34%

30%

29%

7%

YesNoNot yet

but plan to this year

Don’t know

-3(67%)

+1(57%)

+3(27%)

+3(25%)

+8(11%)

+8(59%)2013 numbers in brackets

38%38%

38%38%

ABOUT THE REPORT

About KW DigitalKW 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 LindgrenManaging Director +46 8 407 22 12 [email protected]

Phil MarchantManaging Director UK +44 (0)203 700 5554 [email protected]

ABOUT KW DIGITAL

Data & Analytics

KWD Web Management Report 2014 (open resource)