Presentation held for the Finnish Investor Relations Society (FIRS) and Investis in Espoo/Finland on 21 November 2012

1. SOCIAL MEDIA IR AT
DEUTSCHE EUROSHOP
November 2012
11.2012

2. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA CHANNELS FOR IR
Wide Choice
 Concentration on a few channels only:
– Twitter (news & links)
– SlideShare (presentations)
– Flickr (photos)
– Youtube (videos)
– ir-mall.com (blog)
 Minor focus on:
– Xing, LinkedIn (pro networks)
– Facebook, Google+ (networks) social-media-prisma.ethority.de
– Skype (instant messaging)
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3. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
TWITTER
twitter.com/DES_AG
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4. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SLIDESHARE
slideshare.net/DESAG
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5. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
FLICKR
flickr.com/desag
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6. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
YOUTUBE
youtube.com/DeutscheEuroShop
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7. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
IR-MALL.COM
Own IR blog
 very positive feedback
 BUT: many investment professionals are not
allowed to participate (internal restrictions)
>>> passive reading only
 news, impressions, interviews and facts from
and about our company and shopping center
portfolio
 we never expected many comments
 blog should be established as first place to
search for additional/background information ir-mall.com
 goal: current FAQs to limit repeating phone
calls and e-mails
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8. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
LINKEDIN & XING
xing.com/companies/deutscheeuroshopag
linkedin.com/company/deutsche-euroshop-ag
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9. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
FACEBOOK
facebook.com/euroshop
DES’ Facebook
“fans”: 10% are
professional
analysts or
investors
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10. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
GET CONNECTED!
 IR is networking
(relations)
 Therefore we
provide many
channels to get in
contact
 It seems as if it is
easier for
investment
professionals to get
in contact via
semiprofessional/
deutsche-euroshop.de/des/pages/index/p/68
private accounts
 Attention! In depth
conversations only
via logged channels
 Mix of professional
and private life good
to establish personal
relationships, but
definitely not
preferred by
everyone
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11. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA IR IN PRACTICE
Timing
1. Ad-hoc/Corporate news
parallel: website
parallel: e-mail-newsletter
2. Prompt (i.e. within 3 minutes): Twitter
3. subsequent: SlideShare and FlickR
sporadic updates:
IR-Blog (“IR Mall”)
YouTube
Facebook and Google+
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12. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA IR IN PRACTICE
Monitoring
tweetdeck.com
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13. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA IR IN PRACTICE
13 Nov. 2012: Acquisition of a shopping center
bit.ly/Q61F48
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14. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA IR IN PRACTICE
13 Nov. 2012: Acquisition of a shopping center
bit.ly/Uatas5
bit.ly/Uat5Vo
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15. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA IR IN PRACTICE
13 Nov. 2012: Acquisition of a shopping center
bit.ly/UatSpe
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16. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
EDELMAN TRUST BAROMETER 2012
Trust in information sources
Q149-160. [TRACKING] Below is a list of
places where you might get information
about a company. For each, please
indicate if you trust it a great deal,
somewhat, not too much, or not at all as
a source of information about a company.
(Top Box - % Trust A Great Deal)
Informed Publics ages 25-64 in Germany
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17. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
ANLEGERSTUDIE.COM 2012
Preferred information sources of private investors
Sender: Company Sender: 3rd Party
Type of source: Online IR section on corporate Free online information
website (56.9%) portals (68.3%)
Type of source: Offline Annual report/interim report Newspapers/magazines
(58.6%) (88.8%)
 all kinds of social media channels: <10%
 „most“ relevant: SlideShare, Youtube and IR blog
anlegerstudie.com
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18. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
SOCIAL MEDIA SURVEY 2011
Professionals:
Importance of information posted on social media in relation to other
information sources (e.g. press releases, presentations etc.)
slideshare.net/pkiss/dvfa-des-
socialmediasurvey2011
 The majority of the respondents is sceptical about the importance and reliability of the
information on social media platforms
 Xing and LinkedIn are the favoured social networking sites, especially for the
maintenance of contacts.
 Only a slim majority (51%) would follow if companies start to use social media to
engage with the investment community, even if 62% don’t expect companies to do so.
 If the respondents don‘t meet in person, they prefer the dialogue via email
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19. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
HYPE CYCLE
The term “hype cycle” was coined by
Gartner, Inc.
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20. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
IR CLUB
The Investor Relations Community
irclub.de
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21. 11.2012 SOCIAL MEDIA IR AT DEUTSCHE EUROSHOP
CONTACT
Thank you for your attention.
Patrick Kiss
Tel: +49 (0) 40-41 35 79 20
E-Mail: kiss@deutsche-euroshop.de
Social Media:
twitter.com/pkiss
flickr.com/patkiss
foursquare.com/pkiss
linkedin.com/in/patrickkiss
pkiss.posterous.com
slideshare.net/pkiss
Skype: pat.kiss
xing.com/profile/Patrick_Kiss
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