How can you engage with shareholders via social media whilst being ASX compliant? More importantly, how can you maximize the benefits and minimize the risks? Our presenter today is an International Business Speaker, author and investor relations specialist. He is recognized by his peers as a Certified Speaking Professional or CSP, this is the industry’s highest award. His latest book Understanding Influence for Leaders at All Levels published by McGraw-Hill is sold in nine countries including the US and UK. In a former life he was a radio & TV presenter, executive producer and Senior Media Executive … describing his 12 years at the ABC as an "apprenticeship". A graduate of three Australian Universities, he gained his MBA in marketing from the University of Western Australia and is a former National Junior Hammer Throw Champion! To talk about "Exploding the Social Media Myth – Essential Communications Tool or Complete Waste of Time” here's CEO of 8M Media and Communications Tom Murrell

1. 2011 Annual Corporate Update Exploding the Social Media Myth Thomas Murrell MBA CSP CEO 8M Media & Communications

9. Back to Basics Woo is Me More ROI Finding A Voice +ve Following Market Sensitivity Back to Basics Disengaged Shareholder Leveraged Upside Platform Rising Share Price

10. Change is scary !

11. Multiple Reputational Platforms Corporate Story via Social Media Organisation Investor Relations Enabling – Direct Engagement Diffused Issues Management – Respond More Quickly Functional Output Functional Input Marketing Communication Lower cost Authentic Better targetting Employee Communication - Create community Normative – Two Way Conversation Public Affairs Figure 1: Benefits of Social Media in Corporate Communication. Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication . Routledge, Abingdon

12. The Investor Relations Balancing Act Lower price due to lack of investor information Lost credibility from raising expectations too high Unsustainable premium price Share price of company ‘ Fair Value’ Inadequate disclosure Managing reasonable market expectations Manipulating expectations and managing reported profits Investor communication practice Source: The Centre for Corporate Public Affairs

13. Leverage the Investment Message Web with E-Newsletter – regular communication LinkedIn – Groups, Staff Profiles Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve YouTube & Slideshare for presentations Must Meet Regulations for Disclosure Investor Communications should engage shareholders at points of highest potential ROSMI Acquisition Retention Awareness Interest Desire Action Reinforcement Upsell Commitment Devotion Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies

14. 8M Social Media Method Social Media Aspirations Social Media Objectives Social Media Resource – Internal & External Audiences Create Social Media Narrative & Voice - Snap Audit, Distill Essence, Internal Alignment Internal Audiences Culture Change Evaluation 8M Social Media Methodology

15. SMART Goals Target Stakeholders Financial Communication Channels Financial Messages Regulation, Relationships, Reputation Social Media Health Check Social Media Plan 8M MSIR Method

16. Seven Centres of Influence 1. Social Capital 4. Investor Presentations 6. Media Third Party External Reputation: Credibility and Visibility 3. Aligned Values Strong Internal Reputation 7. Legacy Build, Brand & Sustain Reputation Capital Internal Reputation: Consensus and Character 2. Visibility & Voice 5. Writing – web, e-newsletter, Reports, Investor Updates Community and Champions