Presentation of Sculptor IR's and Box IR's extensive mapping of Nordic companies use of new media for Investor Relations, held at the Finnish IR-association's (FIRS) Annual Meeting in May 2010 by Annica Strahner, Sculptor IR

1. IR and Social Media in the Nordics
– an extensive mapping of Nordic companies use of new media for
Investor Relations
Annica Strahner
FIRS Annual Meeting
May 31 2010

2. 1. Largest Social Networks
• 75 million • 300 million • 2nd largest • 200 million
users users search engine blogs
• Microblogging • ”If FB was a in the world • Content can
140 country it • 24 hrs of video live forever
characters would be the uploaded • Quick
• News, 3rd biggest every minute information, tie
releases, country in the • Ratings, company
updates of world” screenings website,
information, • Content • Bloomberg TV, corporate
direct question sharing CNB branding
pictures etc
with friends
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3. Myths
”Social media is just a fad”
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4. Facts
72% of the global online population
use social networks, which
translates to 940 million users
worldwide
Source: Social networks around the world 2010,
Insites Consulting
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5. Facts
64% of Twitter’s users are aged 35
or older.
Source: Ages of social network users, Royal Pingdom, February
2010
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6. Myths
”My primary target group i.e
financial professionals and
journalists do not use social
media ”.
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7. Facts
20 % of institutional investors read
information on a blog which led to
an investment decision or
recommendation.
Source: Brunswick Group Survey Findings on New Media Usage
by the Investment Community, September 2009
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8. Facts
52 % of European Investors state
blogs and social networks will play
an increasingly important role in
the future.
Source: Brunswick Group Survey Findings on New Media Usage
by the Investment Community, September 2009
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9. Facts
When doing research, 89 % of
journalists use blogs as a source
(corporate web sites 94%).
Source: 2009 Social Media & Online usage Study, George
Washington University and Cision, Dec 2009
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10. 2. Nordic Companies use of Social Media for Investor Relations
 374 Nordic large and mid cap companies listed at Nasdax OMX Nordic and
Oslo Børs has been included in the mapping:
 Denmark: 72
 Finland: 68
 Norway: 103
 Sweden: 131
 Data was collected between April and May 2010.
 Companies active use of Twitter, Facebook, YouTube and corporate blogs
for Investor Relations have been screened.
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11. Nordic Listed Companies use of Social Media
Nordic Region
30%
25% 27%
26%
20% 24%
15%
10%
5%
0%
6%
e r
Twitt k
boo
Face ube
YouT ogs
Bl
orate
Corp
Basis: 374 companies Copyright © Sculptor IR and Box IR 2010
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12. Nordic Listed Companies with Twitter Account
By Market Cap
Average Nordic Region Large Mid
50%
40%
44%
30%
20%
26%
10%
16%
0%
Yes
Basis: 374 companies
Large Cap: 138
Mid Cap: 236 Copyright © Sculptor IR and Box IR 2010
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13. Nordic Listed Companies with Twitter Accounts
By Country
DK FI NO SE
40%
35%
30% 35%
25% 26% 31%
20%
15%
10%
5%
15%
0%
Yes
Basis: 374 companies Copyright © Sculptor IR and Box IR 2010
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14. Hijacked accounts – Worst Practice
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15. Beginner – Best Practice
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16. Faked accounts – BPGlobalPR + 90 000 followers
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17. BP_America +8 000 followers
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18. Best Practice: Q1 Release – Live tweets from Nordnet
Live-tweets that can
be prepared in
advance
Reminder of when
the presentation
start
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20. Nordic Listed Companies with Facebook Fan Pages
By Market Cap
Nordic Region Large Mid
40%
30% 36%
20%
27%
21%
10%
0%
Yes
Basis: 374 companies
Large Cap: 138
Mid Cap: 236 Copyright © Sculptor IR and Box IR 2010
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21. Nordic Listed Companies with Facebook Fan Pages
By Country
DK FI NO SE
50%
40%
43%
30% 35%
20%
10% 17% 22%
0%
Yes
Basis: 374 companies Copyright © Sculptor IR and Box IR 2010
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23. Nordic Listed Companies with YouTube Channels
Nordic Region Large Mid
40%
38%
30%
20% 24%
10% 16%
0%
Yes
Basis: 374 companies
Large Cap: 138
Mid Cap: 236 Copyright © Sculptor IR and Box IR 2010
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24. Nordic Listed Companies with YouTube Channels
DK FI NO SE
40%
35%
30%
40%
25% 29%
20%
15%
10%
11%
5%
10%
0%
Yes
Basis: 374 companies Copyright © Sculptor IR and Box IR 2010
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25. Best Practice: Cybercom’s YouTube Channel: CEO Interviews
CEO comments Q1
Report, 193
viewers in one
month
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26. Best Practice: Ericsson’s YouTube Channel: Management Profiles
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28. Nordic Listed Companies with Corporate Blogs
Nordic Region Large Mid
10%
8%
9%
6% 6%
4%
5%
2%
0%
Yes
Basis: 374 companies
Large Cap: 138
Mid Cap: 236 Copyright © Sculptor IR and Box IR 2010
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29. Best Practice: Veidekke “Terjes Tanker”
CEO comments the
Annual Report
Using Twitter to
generate traffic to
the blog
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30. Then - Building corporate reputation using traditional media
Press IR-
releases website
Corporate
web News
articles
Corporate Phone
E-mail
Brand calls
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31. Now: New media can strengthen or erase Corporate Reputation
Twitter
Other
Facebook
blogs
Corporate Corporate
Reputation YouTube
blogs
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32. Conclusion 1
Set up a strategy for Social Media
BEFORE you start blogging and
twittering
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33. Conclusion 2
Monitor:
• Questions and Responses
• What is being said about your company?
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34. Conclusion 3
Dialogue – Engage – Educate
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35. 3. Benefits of using Social Media for IR
Communicating Increasing Attracting new
Small Cap with Retail
Shareholders
Brand
Awareness
investors
Mid and Proactive IR –
Time-efficient:
less e-mails and
Communicating
with Retail
Large Cap driving issues
phone calls Shareholders
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36. 3. Risks by using Social Media for IR?
“The risk posed by social media for your company … exists whether
you participate or not, If you’ve ignored social media and said there are
too many risks, we‘re not going to get involved, then you are putting
your company at higher risk … than if you know how to use the tools.
The market doesn’t care whether or not you’re there. They’re going to
use the channels that are most readily available to them to put their
message out.”
Darrell Heaps, CEO of Q4 Web Systems
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37. Useful IR Blogs
 IR Café
 IR Magazines blog
 IR therefore I AM
 IR Web Report
 Q4 Blog
 IR Alert
 Street Talk (Dix & Eaton)
 Trevor Heisler's Posterous
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38. Contact Information
Sculptor Investor Relations
Annica Strahner, CEO
Phone: +46 708 16 64 66
annica.strahner@sculptor-ir.se
www.sculptor-ir.se
http://twitter.com/SculptorIR
Box IR
Mikael Zillén
Phone:+46 762 13 00 40
mikael@boxir.se
http://www.boxir.se
http://twitter.com/Box_IR
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