First presented at a MSLGROUP financial comms workshop at Hong Kong in May 2011.

1. Social media for financial comms and
investor relations!
Gaurav Mishra | Gauravonomics!
Asia Director of Social Media,
MSLGROUP!

2. Social media and financial comms
stakeholders!
06.29.2010 | P2

3. Social media
adoption for
financial
advisors!
• Social media adoption is quite
high for financial advisors in
North America.!
Source: Socialware!

4. StockTwits
!
• StockTwits is a community of
investors and traders on Twitter
with more than 500,000 monthly
visitors.!
Source: StockTwits!

5. Seeking Alpha!
• Seeking Alpha is a community of
investors and traders with almost
750,000 registered members
and 5,000,000 monthly viewers.!
Source: Seeking Alpha!

6. AdvisorTweets
!
• AdvisorTweets is a community of
financial advisors on Twitter.!
Source: AdvisorTweets!

7. Hexun!
• Chinese finance portal Hexun
has a blogging and
microblogging network dedicated
to business and finance topics. !
Source: Hexun Blog & Hexun Microblog!

8. SocialTurns by
Socialware!
• SocialTurns is a community for
financial services professionals,
created by social media vendor
Socialware. !
Source: SocialTurns!

9. NASDAQ
Community &
Social Stream!
• NASDAQ has an active
community for traders and a
well-designed social stream that
aggregates its content from
various social platforms.!
Source: NASDAQ Community &
Social Stream!

10. FINRA Social
media
Compliance
guides by
Socialware !
• Socialware has created guides
for FINRA social media
compliance guidelines for
Twitter, Facebook and LinkedIn.!
Source: Socialware Guides!

11. McGraw Hill FC
Share!
• McGraw Hill has launched a FC
Share tool that provides pre-
defined tweets linking to FINRA-
reviewed articles.!
Source: McGraw Hill FC Share!

12. Socialware!
• Socialware is a social media
management tool for financial
services companies.!
Source: Socialware!

13. BlackRock
iShares blog
!
• BlackRock has an active
investment blog called iShares.!
Source: BlackRock iShares Blog!

14. Social media for corporate
communications!
06.29.2010 | P14

15. Six stages of Based on interactions with 1500+ marketing and communications
social media professionals in Asia, all companies can be mapped across six
stages of social media integration.!
integration!
4! 5! 6!
Letʼs integrate Letʼs integrate
Letʼs integrate
Integration! social into our social into our
social into our web
marketing and business
platforms!
comms programs! processes!
2! 3!
Letʼs create a Letʼs run a FB
Incubation! Facebook page or contest or a Twitter
! a Twitter profile! influencer program!
1!
Letʼs create a
Inaction! campaign or
country microsite!
Platforms! Programs! Processes!

16. Stage 1:
Let's create a
campaign or
country
microsite!
• In stage 1, microsites are
created to push out information
on a campaign or a topic.!
• Typically, microsites have a short
shelf-life and limited content.!
• The award-winning 2009 Plug
Into the Smart Grid augmented
reality microsite has been
abandoned.!
• Most companies now have a
basic IR microsite, or at least an
IR section on the country
microsite.!
Source: GE Plug Into the Smart Grid,
GE India Website!
!

17. Stage 2:
Let's create a
Facebook page
or a Twitter
profile!
• In stage 2, Facebook or Twitter
accounts are created to push out
news updates about a topic.!
• Typically, most updates include
links to news items and
engagement with followers is
limited.!
• The Facebook and Twitter
profiles of the GE ECLP blog
merely link to blog posts without
any engagement.!
Source: GE ECLP on Facebook, Twitter!

18. Stage 3:
Letʼs run a
Facebook
contest or a
Twitter
influencer
program !
• In stage 3, tactical, short-term,
channel-specific campaigns are
run to increase engagement, like
a Facebook contest, a Twitter
influencer program, or a blogger
program.!
• GE tied up with influencers on
YouTube and HowCast, who
asked their fans for eco-friendly
tips, then filmed and promoted
their favorite tips.!
Source: GE Tag Your Green!
!

19. Stage 4:
Letʼs integrate
social into our
web platforms!
!
• In stage 4, the website is
reimagined as a social hub.!
• By adding social features into
the website itself.!
• By integrating website with
social platforms like Facebook,
Twitter, LinkedIn, Slideshare and
YouTube.!
• GE showcases the Twitter and
Tumbler feeds of selected
experts on its website and
prominently links to the
application from the GE.com
homepage.!
Source: GE Expert Feed,
GE Healthymagination!

20. Stage 5:
Letʼs integrate
social into our
marketing and
comms
programs! !
• Designing marketing programs
to connect people around a
shared social heartbeat.!
• GE is asking consumers,
influencers, film-makers and
experts to share their stories on
what environmental
responsibility means to them.!
Source: GE Tag Your Green!

21. Stage 6:
Letʼs integrate
social into our
business
processes! !
• Leveraging social media as a
tool for business transformation
by integrating it with sales,
support and innovation
processes.!
• GE invites and funds ideas to
improve how we power our
electricity grids and our homes.!
• GE has tied up with four VCs to
create a $200 million fund for
ecomagination challenges.!
Source: GE Ecomagination!

22. Social media for financial comms and
investor relations!
06.29.2010 | P22

23. Corporates are using social media in financial communications at
Social media for level 1-4. At level 5-6, broader corporate programs, letʼs say, on
financial comms ! crowdsourcing innovation also have a financial comms impact.!
4! 5! 6!
Letʼs integrate
Integration! No IR specific No IR specific
social into our IR
examples! examples!
microsite!
2! 3!
Letʼs create a Letʼs invite online
Incubation! Twitter account for influencers to
! investor relations! earning calls!
1!
Letʼs create an
Inaction! investor relations
microsite!
Platforms! Programs! Processes!

24. Slideshare for
financial comms !
• Many companies are uploading
earning conference
presentations on Slideshare and
embedding them into the IR
website.!
Source: Alcoa on Slideshare!

25. YouTube for
financial comms
!
• Many companies are uploading
earning conference
presentations and additional
interviews on YouTube and
embedding them into the IR
website.!
Source: Cisco on YouTube!

26. Twitter for
financial comms!
• Many companies are tweeting
links to earning conferences and
shareholder meetings on Twitter.!
Source: @Alcoa on Twitter!

27. Social Media
Press Release
for financial
comms !
• Many companies are creating
social media press releases
during quarterly earning
conferences.!

28. BP IR Podcast
!
• BP has an active IR podcast that
can be downloaded via iTunes.!
Source: BP IR Podcast on iTunes!

29. Dell Shares IR
Blog!
• Dell has a IR focused blog and
Twitter account.!
Source: Dell Shares IR Blog,
@DellShares!

30. GARMIN IR
Twitter Account
!
• Garmin has a dedicated Twitter
account for investor relations.!
Source: @GarminStock!

31. China Wind
Power Twitter
account!
• China Wind Power uses a
dedicated Twitter account for
international investor relations.!
Source: @ChinaWindPower!

32. Deutsche
Euroshop IR
Mall Blog!
• Deutsche Euroshop has an
active IR blog called IR Mall.!
Source:
Deutsche Euroshop IR Mall Blog!

33. Cisco Investor
website!
• Many companies are now
integrating social platforms with
their IR websites.!
Source: Cisco IR website!

34. Q4 IR CMS!
• Q4 Web Systems offers a social
media optimized CMS for IR
websites. !
Source: Q4 IR CMS!

35. Financial comms and the crisis curve!
06.29.2010 | P35

36. Social media Social media has a specific role to play at each stage of the crisis
and crisis curve. MSLGROUP has created a crisis management toolkit that
includes tools and best practices for each stage in the crisis cycle.!
comms !
Attention!
2! Spotlight! 3! Blame Game!
Plot heat map of Shape narrative
crisis flows! via owned media!
1! Flash Point! 4! Resolution!
Track early Optimize for
warning signals! search results!
mslgroup.com | gauravonomics.com! Time!
0! Before Crisis!
Plan for crisis
scenarios!

37. Different aspects of crisis planning -- mapping crisis scenarios,
Plan for crisis spokespersons, influencers, messages and keywords; and creating
scenarios ! a crisis war room collaboration site and a dark CMS-based crisis
communications site -- play a role at different stages of the crisis.!
Attention!
2! Spotlight! 3! Blame Game!
Spokesperson & Dark CMS-based crisis
message mapping! communications site!
Crisis war room
collaboration site!
1! Flash Point! 4! Resolution!
Scenario, influencer Keyword-based search
& keyword mapping! & social marketing!
mslgroup.com | gauravonomics.com! Time!

38. MSLGROUPʼs social media offering!
06.29.2010 | P38

39. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering
social media across the PLAN-BUILD-ENGAGE phases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations

40. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and
social media enterprise change across the consumer activation, corporate
reputation, and employee engagement use cases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Distill actionable insights and • Link back participation and
foresights from conversations action to business objectives
and communities using our through our proprietary
proprietary What IF People's VERITE measurement
Lab approach.! approach.!
!
• Discover a shared purpose • Provide strategic counsel
and brand story that connects across the consumer
the brand values with activation, corporate
evangelists passions.! reputation, and employee
! engagement use cases.!
• Create platforms and
programs to organize and • Design and deliver training
energize brand evangelists, programs to help build
co-create shareable content, enterprise capabilities to
and trigger participation and participate in the conversation
action.! economy.!

41. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing
social media web, mobile, and social applications, through in-house specialists
and partners.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Design and develop private or • Set up, optimize and manage
public community platforms digital assets across channels
using our proprietary What IF and geographies.!
white label community tool.! !
! • Leverage on-site and off-site
• Design and develop social search engine optimization for
applications using the higher search rankings.!
Facebook, LinkedIn and
Twitter APIs.!
!
• Design and develop mobile
applications on the Apple,
Android, and Blackberry
platforms.!

42. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content,
social media communities, and conversations, through dedicated specialists and
integrated communications teams.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Build long-term relationships • Track and participate in
with key online influencers conversations related to the
beyond the "big-box" blogs brand, the category or the
using our proprietary social heartbeat on the
Multiloguer influencer broader social web.!
relationship management tool.! !
• Leverage targeted paid
• Leverage creative storytelling media, primarily social
and rich multimedia content to advertising and search
bring alive the brand story.! advertising, to support owned
media and earned media.!
• Create triggers for community
members to participate and
act, on the community
platforms owned by the brand.!

43. Letʼs stay in touch!
mslgroup.com | gauravonomics.com
gauravonomics on Google/ Skype!
Facebook/ Twitter/ LinkedIn/ SlideShare!