H&H Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective 20091202

Social media…

Milan
December 2, 2009

A KING Worldwide Company

from a corporate communications,
investor relations and media relations
perspective


Why is social media important?


Social media
 Not controllable
 Not organized
 Very influential


Online corporate communication evolves


Your arena grows
Strategy and research

Websites Search Social media
(Onsite) (Offsite)

Intelligence


Lack of control challenges our processes

Less or no control
Search Social media
Control

Websites
(Onsite) (Offsite)


Social media challenges
 The way we have to work in communications department
 How “communication” and “business” work together
 The way we view “spokespersons”

And it forces us to change our approach
 Social media changes our communication from a publishing
focused to a relationship focused approach
 From a few spokespersons to many ambassadors


Question?

Who speaks for you in social media?


Why is social media important?

It’s very influential


Investor Relations


Mission for Investor Relations

 Build strong relationsships  To promote the company
with equity story / Investment case
 Shareholders  ”Why should I invest in…”
 Analysts  A message made credible
 Potential investors by facts and track record
 Business journalists

”The equity story summarizes the business model,
corporate strategy, USPs and financials of a company, as
well as related risks and opportunities.”


Traditional approach
 Build relationsships through  Publishing of content for the
one-on-one meetings broader audience
 Roadshows  Website has made this much
easier
 Capital markets day
 No communication with the
 Etc
target group
 Intense communication in
meetings and within the
relationsships


Behaviour of target group
 82% (79% last year) are permanently
online. The most frequent visitors
are journalists with 88% permanently
online
 Over 70% of the respondents are
searching for information on a daily
basis. 91% of the stakeholders visit
corporate websites at least once a
week.
 65% of respondents expect to find
real time information on corporate
websites
 75% look to wikipedia and other
social websites for more corporate
information

Source: Brunswick, Study of behaviour of analysts and investors, September 2009


Specific Blogs & Portals


Virtual AGM

2009-12-
03 | Worldwide Company
A KING
21

Virtual AGM

2009-12-
03 | Worldwide Company
A KING
22

Facebook


Slideshare


Twitter & Video


Crowdsourcing during analyst conference

http://moderator.appspot.com/#15/e=d2b62&t=d4e75


What can we do?

Adopt content and Distribute the Listen to what our
optimize it for the content widely target groups are
intended use saying

Tactical activities
Respond faster to support First step towards
with content messages more active
engagement


Examples
Adopt content and distribute it widely


Quick sentiment during Q report
Example process for quarterly report

Individual
Report Phone conf Media
follow up by
released and webcast interviews
IRO

08:00 10:00 11:00 13:00

Quick Closing
Update Update
sentiment analysis

Opportunity to adapt the message during the day


Quick sentiment - Example


The importance of search

75%


Press and media relations


Our world is changing
 Our key target group has grown rapidly without anyone
noticing
 Serious bloggers affect the opinion of many others
 Reactions to products and solutions are much quicker than
before
 Consumers and users has a large share of voice
 It is totally transparent - globally


SEB Group
 News section that combines all
their activities in different
media
 Content provided to users
under creative commons
license instead of “all rights
reserved”
 Experts within the organisation
acts as spokespersons

http://newsroom.sebgroup.com


Some things you have to do
 Number of spokespersons
 Reacting to criticism
 Support and reach out to your ambassadors
 Efficient distribution needed
 Press release is no longer enough
 All content should be pushed
 Format needs to be adopted to who is the intended user and where
they are supposed to consume it (website, google news, mobile,
twitter etc).

 Listen and act!


Career and employer
branding


Drivers for communication and HR
 Social media is where our target group is
 Talent squeeze will become a reality during next boom in the
economy
 Long term employer branding needed for most European
companies in order to stay competitive


Ernst and Young – on site


Cisco - In social media


Summary
 Our space has become much larger and gives us more tools
and opportunities
 We can use these for our purposes
 We have to change the way we do our work
 We must start listen before we act
 Don’t hesitate to act


Thank you
Staffan Lindgren

staffan.lindgren@halvarsson.se
Telephone +46 8 407 22 12 | +44 20 3286 0112
Twitter: http://twitter.com/staffanlindgren
Linkedin: http://se.linkedin.com/in/staffanlindgren


H&H Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective 20091202

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