Analytics, content strategy, social media and digital annual reports are all different sides to the same corporate communications coin. All of these elements are interconnected and should combine to create the best digital presence possible.
What’s more, these things work together to increase ROI and, if done correctly, create a path towards successful corporate communications.
The movement towards digital and away from traditional communication channels can be a lot to comprehend. Which is why we have surveyed 100 Web Managers to uncover what priorities and challenges 2015 has in store. We’ll also give our key insights on what these results mean for corporate communications. We call it the Web Management Survey. Let’s explore the results.
“SEO, Social media engagement, strategy & implementation.”
“Refining metrics for our digital communications strategy.”
“Further develop a responsive website.”
“Our biggest challenge is finding good content.”
“Time, money, resources.”
“Transparency in social media.”
53% are included in the FT Europe 500
.. of respondents don’t have a documented
Content marketing has been increasing over the past several years. However, 76% of respondents don’t have a documented strategy. Of the 100 Web Managers we surveyed, 47% plan to start working with content marketing this year.
Digital is at the core of Mynewsdesk’s business, so it’s no surprise that they’re doing some very interesting things with digital content. They recently launched a ground-breaking content campaign that follows an 82 year old’s first steps into the digital era.
News and content occur and evolve in real-time. Despite this, people still communicate through obsolete methods with significant delay between the event and the reader. With the Mynewsdesk Now campaign, the company set out to accomplish three goals. To inspire, educate and encourage more people to embrace the rapidly increasing demand for swift communications; to show how clients can utilise their newsrooms to work with their content in an updated and informed manner; and to highlight an important social issue.
Kerstin, 82, was Mynewsdesk's muse. The company documented as Kerstin took her first steps into the digital era. She had never been online before, so this was an entirely new experience for her. In this campaign, she explored something that many individuals take for granted - the internet.
Under the “Mynewsdesk Now” site, a PR team followed Kerstin and her activities over 5 days. The content displayed how news and stories can be reported in real-time via a Mynewsdesk newsroom.
Digital alienation exists across multiple generations, not least amongst the elderly. It’s a global phenomenon and is often overlooked by main stream media. That said, it is an issue that has not yet been highlighted by a digital communications company. Mynewsdesk took the opportunity to highlight this important issue while also strengthening its goal to include everyone in the digital era.
The "Mynewsdesk Now” site was the campaign’s ”home”. It showed Kerstin’s activities and data - mirroring a Mynewsdesk newsroom. The site also featured ambassadors who were leaders in the field of communication, a FAQ section to answer the “why” and “how”, as well as featured a 30-day Mynewsdesk trial. The site showcased all the ways a Mynewsdesk newsroom can be utilised.
The “Follow Kerstin” campaign came to existence because, as digital communication pioneers, we want to strive to include everyone in the digital era. We also wanted to come up with a unique way to show how our product can be used. The campaign gave us a unique opportunity to highlight an important social issue, while also creating interesting and relevant content that fits with our product.
There were three main goals of this campaign. The first was branding, where we wanted to present ourselves as thought leaders within the communication industry. Secondly, we wanted to show our customers how they can use our Newsroom as a content hub. Lastly, we wanted to highlight a social issue that we, as a digital company, feel strongly about.
The metrics we used to gauge the success of this campaign were mostly media mentions and social media signups (follows, likes, etc.) The more people that were sharing the campaign via social media, the more people would be exposed to our brand and the issue at hand. The main KPI for this was to measure how many leads or new customers visited the campaign site at some time during the sign up process.
Our biggest challenges are time and resources - probably like many other companies. I do think, however, that limited resources can encourage creativity and motivate us to find unique solutions that we probably wouldn’t have found if we had unlimited resources.
Try to think new and different! And strengthen your communications with video content.
The production does not have to be expensive and complicated.
Most important, choose a good topic that stands out and makes people involved, but is still somehow associated with your product.
.. respondents are fully happy with
their social media activities
We often find there is a disconnect between “old school” and “new school” corporate communicators.
In order to feel satisfied with their activities, those managing social media accounts must have the freedom to post with the tone and speed the platform requires. This can be difficult for “old school” communicators to handle. It means not only giving up some control of messaging, but also opening a dialogue - which some feel is risky.
Some may say that corporate content is not suitable for social media. But, Twitter accounts with IR content have an average of 40% more followers than an account without IR content. And, Twitter accounts with CSR content have an average of 70% more followers.*
* Symantec – Feb 18, 2015 (link)
Sporadic social media posting will never give you meaningful results. Being consistent in your posting is essential to building meaningful engagement, gaining trust and improving public opinion.
Being transparent is no longer an option. So, embrace it. Social media means there is a constant dialogue around your business. Isn’t it better to be part of the conversation?
Maersk’s social media engagement is enough to make even the trendiest brand jealous.
In a traditionally “old school” industry, Maersk has managed to make a name for itself as a maverick of social media engagement. Proving at the end of the day - if done right - social media is nothing to be scared of.
focus on brand values like innovation; feature inspiring employees; or highlight the company’s history. Focusing on a product limits your ability to excel on social media.
Maersk Line leverages the expertise of its employees to create thought leaders in the industry. Not only does this provide rich content for Maersk Line’s digital presence, but also shows a behind-the-scenes look at what it is like to be a Maersk employee.
Maersk is as open and honest as possible on social media. The company shares both positive and negative stories about itself.
Maersk doesn’t focus its strategy on selling. Rather, it uses social media to increase engagement with customers and to leverage employee expertise to create value.
.. don’t offer a fully digital annual report
plan on creating one this year
So, we’ve already talked about how important engaging content is. That, coupled with the fact that your annual report is arguably the best storytelling opportunity you will get all year, it makes sense to capitalise on this by creating a great digital annual report. However, 52% of Web Managers do not have a fully digital annual report and only 3% plan on creating one this year.
BBVA’s digital annual report raises the bar by pushing conventional boundaries.
As a pioneer of digital banking, BBVA recently took another important step in its journey towards digital transformation. The company wanted to enhance and improve its annual report by putting digital first and using the medium to make the content come to life.
With the BBVA in 2014 Executive Summary, Comprend created a unique digital experience, taking into account each reader’s needs and interest levels. The result was a 128% increase in page views from last year's annual report.
.. plan to be using analytics & KPIs
by the end of 2015
As much as we wish there was a magic formula for digital strategy, no such thing exists (yet). The closest thing we can come to this magic formula is analytics – which becomes the final piece of the digital trifecta. We see that an increasing number of Web Managers will be tapping into the power of analytics this year. 51% are currently using KPIs and an additional 34% plan to start in 2015, meaning a total of 85% of respondents plan to be working with KPIs in 2015.
* Expected growth
Produce useful, valuable or educational content to viewers. Aim to deliver information that makes your buyer more intelligent. Stay away from a hard-sell.
Promote and distribute content so it reaches the audience. After all, what’s the point of producing great content if no one will see it? Social media channels, paid content distribution and earned content distribution are useful ways to promote content.
Review the analytics to understand if the content is interesting to your audience and to determine if it is accomplishing your business goals. This can help to fine tune and improve your content.
Our survey results show that KPIs and digital analytics are clearly increasing in importance amongst corporate communication professionals. Which makes sense. The rise of KPIs has made it easier for us to understand if we are doing the right things with our digital activities.
However, KPIs, metrics and web analytics in general can be a difficult topic to get a grasp on. So, we’ve come up with a little quiz to determine your level of analytics knowledge.