Presentation held by Peter Einarsson, Sermo Consulting, at Oslo Børs (Stock Exchange), Norway, April 27th, 2010.

1. ”If the news is that important
it will find me”
College student quoted in New York Times

2. Oslo Børs | Oslo | April 27th 2010
Investor Relations & Social Media
To Rethink is a Must

3. Source: Baekdal, http://www.baekdal.com/articles/management/plan-do-support-and-ignore/

4. Facts & Fictions

5. Belong to a Social Network
Source: Universal Mccann International Social Media Research Wave 3,
http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3

6. Social Media is Inexpensive
False. As Charlene Li (Altimeter / Forrester) said recently,
social media trades media cost for labor cost.
Done correctly, social media - even a simple reputation
monitoring program - is a time intensive proposition that
requires daily vigilance.
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

7. Social Media is Fast
False. Social media is by definition slow. Done correctly,
social media is about developing meaningful relationships
with customers and prospective customers in their natural
habitat.
That’s not a “wave the magic wand” scenario.
You have to create content, be part of many communities,
and proceed incrementally.
Many successful social media programs take months (or even
more than a year) to really germinate.
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

8. Social Media Results Can’t
be Measured
False. Especially in comparison to many other
communication programs like traditional PR, TV
advertising, outdoor advertising and others, social media
actually offers pretty solid metrics
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

9. Social Media is Optional
False. It doesn’t matter what the demographics of your
customers are. It doesn’t matter what industry you’re in.
Your customers and prospects are talking about you online.
Your company needs to be part of that conversation. Today.
Online is where many people do their talking, so that’s
where you need to be.
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

10. The Financial Figures

11. “85% of financial services professionals
under 50 are utilizing social media,
compared with half of their older
counterparts.”
Source: Ledermark, www.ledermark.com

12. “43% of institutional investors and sell-side analysts regularly
read blogs for business information; 47%, however,have read
information on a blog that prompted them to investigate an
issue further and 20% have made an investment decision or
recommendation after initially sourcing information from a
blog.”
Source: Brunswick Group, www.brunswickgroup.com

13. “Retail investors aged 40 and older also rely
on financial websites and blogs (47%) and
financial print publications (41%) more than
planners or advisors (39%), brokers (36%) and
family (19%).”
Source: Sharebuilder, www.sharebuilder.com

14. “89% of journalists use blogs, 65% use social
networking sites, and 52% use microblogging
sites — but reliability is a major concern.”
Source: Cision, www.cision.com

15. The Age of Streams

16. ”Get ready! Ask yourself. Are you still
trying to get journalists to write about
your products? Are you still making
websites? Is your social networking
strategy to “get a Facebook Page”?
...or...
Thomas Baekdal, Baekdal.com

17. ...or...
Are you making yourself a natural part of
people's stream of information?”
Thomas Baekdal, Baekdal.com

24. The Googlization

25. "Search engines have a
global active reach of
86% of all users”
Source: Nielsen

26. Source: Google, www.google.com

27. Source: Google Adwords, www.google.com

28. Source: We are Social / Skype / Slideshare, http://www.slideshare.net/wearesocial/listening-responding-we-are-socials-skype-case-study

29. Source: We are Social / Skype / Slideshare, http://www.slideshare.net/wearesocial/listening-responding-we-are-socials-skype-case-study

30. Source: We are Social / Skype / Slideshare, http://www.slideshare.net/wearesocial/listening-responding-we-are-socials-skype-case-study

31. Source: We are Social / Skype / Slideshare, http://www.slideshare.net/wearesocial/listening-responding-we-are-socials-skype-case-study

32. Source: We are Social / Skype / Slideshare, http://www.slideshare.net/wearesocial/listening-responding-we-are-socials-skype-case-study

33. The New Corporate Site

39. The New Embassies

40. ”Human interaction is still
human interaction, and what
it takes to be successful with
it has not changed. What has
changed is the places where it
happens.”
Brian Solis, Principal of FutureWorks, blog PR2.0

46. The Ambassadors

51. Source: Next Generation Internet,
http://sixx.se/nextgen/2009/10/07/eniro-vd-jesper-karrbrink-diskuterar-pa-facebook-igen/

52. Use the Force, don’t Fight it

57. Don’t Forget the Identity

60. Get Your Company Ready

61. Listen
Create
Participate
Training &
Tools
Guidelines
& Objectives

62. Kontaktuppgifter

63. to rethink is a must
Sermo Consulting
Sermo Consulting is a small niche agency with long and extensive experience in strategic and tactical guidance in online
corporate communication. Sermo is working for listed and non listed companies, such as Color Line, Dell, Electrolux, SAS and
Scania. Sermo has 16 consultants based in Oslo and Stockholm.
Peter Einarsson, founding partner, online corporate communication strategist
Mobile: +46 708 666 995 | E-mail: pei@sermoconsulting.se
Twitter www.twitter.com/peter_einarsson