PEI Oslo Stock Exchange 081204

1. oslo børs & cision|social media usage in ir|oslo|december 4th, 2008
To Rethink is a Must

2. “In the old days, someone might have a bad customer
experience and tell 10 people. But now, with the rise
of blogs, MySpace and Facebook, that person might
be able to tell 10,000 people. This totally changes the
10 000 people
dynamic, and importance, of customer experience.”
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,
Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

3. social media usage in ir|rethink
New Behavior

4. Source: Brian Solis, PR 2.0, The Conversation Prism, Creative Commons

5. Source: Edmunds CarSpace, http://www.carspace.com/,
Ford, http://www.fordvehicles.com/

6. Source: BBC News The Editors Blog, http://www.bbc.co.uk/blogs/theeditors/2008/02/journalists_and_pr.html

7. • Social Media Release
Press release • Google News
• The own web sphere
• Cantos
Presentation • Seeking Alpha / Yahoo Finance
A new • The own web sphere
CEO • Hoover & Google Finance
CEO Bio • Wikipedia
• The own web sphere
• Flickr
Pictures &
• You Tube
Videos
• The own web sphere

8. social media usage in ir|rethink
Search is the Entrance

9. Source: Google, www.google.com

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

11. Source: Dagens Industri, http://di.se/Avdelningar/Artikel.aspx?ArticleID=20081203314429&sectionid=Ettan

12. Source: Google, www.google.com/search?hl=en&q=varsel+trelleborg&btnG=Google+Search&aq=f&oq=

13. social media usage in ir|rethink
Online Authorities

14. Source: Google, www.google.com/search?hl=en&q=statoil+hydro&btnG=Google+Search&aq=f&oq=

15. Source: Wikipedia, http://en.wikipedia.org/wiki/StatoilHydro

16. Source: LinkedIn, www.linkedin.com/companies/6792/drugstore.com?csrfToken=ajax%3A7159645781858767180

17. social media usage in ir|rethink
The Conversation

18. Source: Seeking Alpha, http://seekingalpha.com/symbol/sto?source=search&s=sto

19. Source: Dell Shares, http://en.community.dell.com/blogs/dell_shares/archive/2008/08/28/2q-earnings-optimizing-for-growth-profit-and-cash-flow-over-time.aspx#comments

20. Source: Jonathan Schwartz's Blog, Sun, http://blogs.sun.com/jonathan/

21. Source: Media Culpa, www.slideshare.net/kullin/corporate-blogging-among-nordic-listed-corporations-presentation?type=powerpoint

22. social media usage in ir|rethink
Real Time Communication

23. Source: Twitter, http://twitter.com/sgnews/statuses/913591868

24. Source: Twitter Blog, http://blog.twitter.com/2008/07/twitter-as-news-wire.html

25. social media usage in ir|rethink
Sharing
g

26. Source: Sun, www.sun.com/aboutsun/investor/earnings releases/pr/fy09q1/index.html
www.sun.com/aboutsun/investor/earnings_releases/pr/fy09q1/index.html

27. Source: SlideShare, www.slideshare.net/search/slideshow?q=q3+report&x=0&y=0

28. social media usage in ir|rethink
The Crisis

29. Source: JetBlue, http://www.youtube.com/user/JetBlueCorpComm

30. social media usage in ir|rethink
Measuring Efficiency
g y

31. Source: Google Analytics, www.google.com/analytics/

32. Five-step process
1. Conduct keyword research so you
know what people are looking for
2. Edit press releases to include search
terms
3. Have special hyperlinks on hand, and
use them wisely
4. Distribute via wire service that is
crawled by news search engines
5. Test a variety of press releases
• During the period February 2004 to
April 2005, Southwest Airlines was
2005
able to directly track more than $2.5
million in online ticket sales to
optimized press releases
Source: Southwest, http://www.southwest.com/about_swa/press/prindex.html, PRWeb, http://www.prweb.com

33. social media usage in ir|rethink
Q
Q&A
Q: Can we get the presentation?
A: Yes, it is available at Slideshare, www.slideshare.net/peter.einarsson

34. social media usage in ir|rethink
PEI AB
Peter Einarsson, online visibility strategist
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