Whether it is engaging with investors on financial performance, sharing employee stories or your broader contribution to society, social media can amplify your corporate story. Social media is the opportunity to reach audiences with more efficiency, and guarantee that messages shared on social are based on your own content. In other words, don’t let the social conversation happen without you. Be part of it, and shape it!
Social Media is becoming an increasingly popular medium among companies to communicate their corporate story to a diverse range of stakeholders.
At this event we will explore how to identify the right channels, create relevant content and how to effectively use Social Media to reach the next generation of investors. Through analysis of case studies and practical examples we will help you navigate how to best integrate Social Media campaigns into your reporting process.
4. THEPERCEPTION
Social media is only
useful to repair your
reputation
THEREALITY
Actually it can shape
and manage your
reputation
5. THE REALITY
Social media works as well
for B2B audiences
THEPERCEPTION
Social media is just for
B2C audiences
6. THE REALITY
Consistency and continuity are
critical to successfully engage
audiences
THEPERCEPTION
Social media is publishing
content, when we have it
7. THE REALITY
You have more than you think
and you can use others’ content!
THEPERCEPTION
We never have enough
content to make
social work
8. THEPERCEPTION
It’s impossible to prove ROI
with social media
THE REALITY
Social media is a technology
and technology provides data
19. Frequently use social media
platforms at work
80%of investors
Source: Greenwich Associates
INVESTOR USE OF SOCIAL MEDIA HAS GONE MAINSTREAM
20. DECLINING RELIANCE ON SELL-SIDE
RESEARCH
OFFSET BY GROWING USE OF
ALTERNATIVE DATA
50% 50%
Percentage of investors who believe their use of
social media will increase
Percentage of investors who believe their reliance
on the sell-side will decrease
DRIVEN BY THE DEMAND FOR NEW DATA SETS
Source: FT
21. ITS INFLUENCE IS NOW HAVING AN IMPACT
0% 10% 20% 30% 40% 50% 60%
Influenced perspective on an industry issues or topic
Promoted to do further research on an industry or topic
Shared information with decision-makers at company
Influenced a decision to work with a company or client
Prompted discussion with investment consultant
Influenced an investment recommendation or decision
Resulted in consultation of social media sources more regularly
1/3 of investors
confirm that
information consumed
through
social media has
impacted their
investment
decisions
29. CONTENTPROVIDER
Sporadic content strategy
Content sharing across channels
No conversations STORYTELLER
Content strategy
Regular activity
Network ambassadors to share
the content
COLLABORATIVESTORYTELLER
Long-term content strategy
Network ambassadors – employees
UGC integrated to the content strategy
BEGINNER
Not being on social media
doesn’t mean conversations
aren’t happening
Company
Company
Community 1
Community 4
Community 5
Community 3
Community 2
Community 3
Community 5
Connections extend your brand voice
30. Where are you
on the social
media scale ? LEVEL3–CONTENTPROVIDER
* Create and post content across company channels
* Use multiple channels and post several times a
week
LEVEL2–STORYTELLER
* Communicating regularly across relevant channels
* Create campaign to engage
* Using a network of ambassadors to tell the story
LEVEL1– COLLABORATIVESTORYTELLER
* Collaborative content production
* Employee advocacy program operate
* Corporate story generate UGC content
LEVEL4–BEGINNER
* No social media activity at all
36. To leverage social media you have to understand
algorithms
3TRULES
TYPE TIMETARGET
Interactive content video /
GIFS / stories
+
Content diversity
=
more organic reach
Tailored content adapt to
your audience
+
Interactions on content
=
more organic reach
Right day – hours
regarding audiences
+
Interactions on content
=
more organic reach
42. All content about your company
culture and employee
involvement
Communicate on your company
values and public responsibility
Company initiatives to promote
culture and management
PR content and corporate news
Create stories to bring the
employer branding proposition
to life
Identify your narrative territories related to your
company
FINANCIALSCULTURE / MANAGEMENT MARKET / INNOVATION
All content about your company
positioning and innovation
Data and insights from company
business model
Sector-related sustainability
trends and company initiatives
Corporate responsibility and
executives engagement
Sector-related innovation,
Profiling employees working
with the latest technologies
All content about your market
trends and company & business
activities
PR content and corporate news
Sector-related financial and
company performances
Executives announcement and
company vision
How employees are involved in
company success
Corporate
Industry
Leadership
Employee story
43. Define your social content mix
Golden ratio 45/50/5
Engage
Inspire
Start
conversation
Provide relevant
information
45% owned content
Because it is not all about you
50% curated content
Be interesting before interested
5% call to action content
Motivating to get actions
44. Develop social media campaign
MAINTAIN ENGAGEMENT
WITH YOURAUDIENCES
LEAD THE CONVERSATION ON TOPICS
THAT MATTER TO YOUR COMPANY
GENERATE INTERACTIONSAND
EXTEND YOUR CORPORATE STORY
50. Eurovia Group used
Instagram stories to
convey their annuals
results and engage
employees
1monthcampaigndrivenby
Hashtags#euroviastories
100%socialfriendlycontentshort
andviral
Educateaudienceswithfinancial
content
Extendthestoryviamicrowebsite
57. Social media
campaign
Best practice
Be specific
Choose a specific aspect of your narrative territories
to run a campaign around.
Spark your company ambition & vision
Platform selection shows your ability to adapt your
communication to trends and highlights your
innovative positioning to your investors
Adopt the social media language
Need to consider Cashtags and hashtags strategy to
extend your story through social media
Be reached!
Short, interactive content gets you more visibility in
front of your audiences
Focus on trust and authenticity
Leverage user generated content on your channels
59. Social adverting opportunities
campaigns
TARGET REACH RECRUIT
Identify the right
audience with
efficient targeting
option:
demographic data,
interest, content
engagement….
Convey new
audience/ influencers
aligned with your
objectives to extend
your corporate story
Increase your
content visibility
Generate
interactions
Engage the
conversation with
audiences
Use the collected data to:
Adapt your content strategy
Re-targeting campaign
Identify influencers by sectors
61. Engage your audiences
with the voice they trust:
their own
20% time on-site increases when social content is
integrated on a website*
28% engagement increases when there’s professional and
user-generated content*
64. Use metrics that demonstrate how social media is
helping to achieve your objectives
SOCIAL METRICS
Reach
Audience engagement
Site traffic
Leads generated
Sign-ups and
conversions
SOCIAL TOOLS
Google Analytics
Hootsuite Impact
Facebook Pixels
UTM parameters
BrandWatch
MonthlyR
eport