Comprend's Web Management
Report 2015

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Digital trends in 2015

Staffan Lindgren - Managing Partner

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.

Key challenges according to Web Managers...

“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.”

Input from:

100 respondents

84 companies

11 countries

53% are included in the FT Europe 500

Content Strategy:
know your goals


.. of respondents don’t have a documented
content strategy

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.

Are currently working
with content marketing

Plan to start in 2015

Don’t have a content
strategy in 2015

Here’s why you should document your content strategy:

1. To know where the goal post is

Without a detailed system for measuring success, you have no reference point for judging the effectiveness of your content.

2. To know what interests your readers

The strategy means you are able to fine-tune your offering to provide readers more of what is interesting to them.

3. To be organised and consistent

A good strategy tells who is responsible for what and when they need to complete it.

4. To prove its worth

As with any business function, ROI is important. The strategy allows you to present solid, factual results.

Follow Kerstin: Mynewsdesk’s unique content campaign

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. 

The campaign

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.

Meet Kerstin:

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: Why is it relevant?

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 site:

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 results…
​so far

Has reached more than 200 million individuals.

Has been picked up by news outlets such as The Daily Mirror, The Washington Post, Business Insider, as well as several Chinese news outlets.

Here’s what Sofia had to say about the campaign…

1. How did the “Follow Kerstin” campaign come to exist?

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.

2. What were the goals of this content?

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.

3. How do you gauge if your content is successful?

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.

4. What are your challenges with content marketing and how do you overcome them?

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.

Sofia’s Tips:

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.

Social Media:
make it worth the while


.. 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?

Social Media Case: Maersk

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.

Four things you can learn from Maersk:

1. Think bigger than products

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.

2. Use employees

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.

3. Be open

Maersk is as open and honest as possible on social media. The company shares both positive and negative stories about itself. 

4. Move away from sales

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.

Digital annual reports:
time to improve


.. 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.

Here’s why you need a fully digital annual report
​- not just a static PDF of the print version.

1. Leverage

Reports that are built for the open web are fully shareable and indexed by Google, meaning it's easier to leverage the report to attract a wider audience.

2. User Experience

Fully digital annual reports offer readers an experience that PDFs simply can’t compete with. Digital reports are fully responsive and enable the reader to expand topics of interest on a click - without being overwhelmed by information that is uninteresting to them.

3. Results

Designing it for the open web means you are better able to track the report’s analytics and prove its worth to senior managers.

BBVA: 128% increase by going digital

​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.

What did they do?

1. Created a fully bespoke digital report, moving away from a one-size-fits-all template

The benefit: Allowed BBVA to have full creative freedom and flexibility - deviating away from the cookie-cutter approach of identical reports, regardless of medium. 

2. Highlighted interesting topics with elements like video and content driven pages

The benefit: Allowed for a better reader experience and attracted a wider audience. Engaging with a wider audience meant the report was also more likely to be shared via social media.

3. Leveraged the capabilities of the open web

The benefit: The site is fully responsive - catering to the needs of today’s reader. BBVA is also able to track the report’s traffic and analytics to demonstrate ROI.

the last piece to the puzzle


.. 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. 

Web Managers working with KPIs

2016 *







201420152016 *

* Expected growth 

Produce it

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 it

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.

Analyse it

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.

Do you work with KPIs on your corporate website?

No, but plan to2434

No, but plan to

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.

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