Social media from the point of view of Investor Relations. How should listed companies behave in relation to social media? Christian Brosstad, Communication Director SpareBank 1 Gruppen AS, 12th Nordic Investor Relations Conference - Stockholm, June 2010

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How should liste
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Christian Bro sstad, Communic
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SpareBank 1 Gru
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Relations Confe
12th Nordic Investor
juni 2010
Stockholm, 17.

2. But before we start…

3. Takk for oppmerksomheten!
I’ve got a reading
recommendation
for you!
[…and I don’t get paid to say this….]
http://www.flickr.com/photos/qualman/3742718341/sizes/o/

4. This is real life!

5. ”Bloody farmers”

6. ”Fuck SpareBank 1”

7. BP can’t control its oil leak, and
it’s also having a rough time with
image control.
BP’s reality?
Photo: http://www.wired.com/images_blogs/epicenter/2010/06/beach.jpg

8. The public’s reality?
A Brown Pelican covered in oil sits on the beach at East Grand Terre Island along the Louisiana coast on Thursday, June 3, 2010.
(AP Photo/Charlie Riedel)

9. Things happening right now!
A mash-up of information
1. 25 % of search results for the World’s Top 20 largest brands are
links to user-generated content.
• 34 % of bloggers post opinions about products & brands
• 78 % of consumers trust peer recommendations. Only 14% trust
advertisements
2. 43 % of institutional investors and analysts regularly read blogs for
business information
3. 47 % read blog posts which made them investigate an issue further
4. 85 % of financial services professionals under 50 are using social
media
5. 63 % of US pro investors say social media will play an increasingly
important role in decision making
Sources: Socialnomics by Eric Qualman, Brunswick Group, Ledermark and SpareBank 1 Gruppen

10. A NEW
media landscape
• New technology
– 24-hour news cycle
– The sender and the receiver are equal
– Instant news on your mobile
• The new ‘journalist’
– ‘Everyone’ can become a journalist
– Operates outside traditional rules and conducts
– Trusted as sources of information

11. This is a challenge for
corporations
• New technology makes everyone a
‘witness’
– Everyone can listen, talk, share and
publish
– News spreads faster than ever
– Big corporations are under
‘investigation’ by ‘everyone’
– One unhappy customer can easily
create a huge crisis
• You can’t ‘control’ the news flow
– Less control of corporate reputation
– Need to engage and communicate
through social media
Photo: http://www.mccullagh.org/image/d30-6/inauguration-protest-corporations.html

12. What is Social Media?

13. ’Social Media is
online conversations
and sharing’
…as simple as that…

14. …you can’t choose not to be
in social media – you’re there
already…

15. 9 + 1 things you
have to think about
working in IR

16. 1. Monitor the conversation
What are they saying about you? False information and rumours.
Keep yourself up to date with your industry.

17. 2. Think about distribution

18. 3. Think about sharing
Add sharing features to your Investor Relation websites - and be interesting

19. 4. Invite people to talk with you

20. 5. Make guidelines. Help your
employees to be good with social
media!

21. 6. Investors are consuming all
your content whether published
by IR or not
”SpareBank 1 har lansert en egen
iPhone-app med de nyttigste
banktjenestene - nok til å bytte
bankforbindelse, spør du oss”.
http://icons.mysitemyway.com/wp-content/gallery/magic-marker-icons-arrows/114823-magic-marker-icon-arrows-arrow-styled-left.png

22. 7. Use social media to build trust
with stakeholders –
Be a part of people’s info stream

23. 8. Social Media is not just about
Facebook, YouTube and
Twitter….it’s also about culture,
and the way we do business
Everyone has to think
about social media in an
organisation
Fraud!
Social products
and services

24. 9. Don’t make your own
communities.
’Fish where the fish are’.
http://www.flickr.com/photos/changeforge/4265145390/

26. 10. Live your life as if your
grandmother is watching.
http://www.flickr.com/photos/davidbessent/89100289/

27. Thanks for your time!
christian.brosstad@sparebank1.no
http://twitter.com/chrisbros
http://www.facebook.com/christian.brosstad
http://www.slideshare.net/Christian.Brosstad
http://brosstad.posterous.com
http://pengeroglivet.blogs.com