Social Media for Investor Relations
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Sharon Merrill provides tips for developing a social media strategy for investor relations.
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Social Media for Investor Relations
- 1. | | C R I T I C A L C O M M U N I C A T I O N S C R I T I C A L C O M M U N I C A T I O N S Socialize IR© The Use of Social Media in Investor Relations June 4, 2013 Maureen T. Wolff, President, Sharon Merrill
- 2. | | C R I T I C A L C O M M U N I C A T I O N S Specialty firm passionate about client service History of leveraging leading-edge technologies for IR Broad and deep investment community relationships Nationally recognized IR experts 2 Socialize IR© Experience & Commitment to IR for Nearly 30 Years
- 3. | | C R I T I C A L C O M M U N I C A T I O N S A Strategic Approach to Social Media for IR Socialize IR©3 Research Develop Engage Integrate Go Mobile Measure
- 4. | | C R I T I C A L C O M M U N I C A T I O N S Why Companies Use Social Media? ï Increase company/brand awareness, loyalty and reach ï Drive traffic to IR website ï Improve business understanding ï Generate media coverage ï Clarify key messages ï Minimize repetitive investor questions ï Monitor/control the conversation 4 Socialize IR©
- 5. | | C R I T I C A L C O M M U N I C A T I O N S5 Do Your Research Socialize IR©
- 6. | | C R I T I C A L C O M M U N I C A T I O N S Initiate a Comprehensive Monitoring Strategy 6 ï Company name ï Products ï Peer companies ï Industry terms/keywords ï Stock ticker ï Management names ï Board members Socialize IR©
- 7. | | C R I T I C A L C O M M U N I C A T I O N S Secure Brand Name on Social Platforms 7 Socialize IR©
- 8. | | C R I T I C A L C O M M U N I C A T I O N S8 Develop a Social Media Strategy Socialize IR©
- 9. | | C R I T I C A L C O M M U N I C A T I O N S Establish a Social Media Policy 9 Mitigates risk of material disclosures Educates employees on acceptable and unacceptable usage Ensures branding and messaging consistency Key Elements ï Identify authorized personnel ï Indicate approved social networks ï Summarize industry & government regulations ï Promote transparency ï Deter employees from engaging in arguments online ï Clearly outline repercussions for not following guidelines Socialize IR©
- 10. | | C R I T I C A L C O M M U N I C A T I O N S10 Time to Engage? Socialize IR©
- 11. | | C R I T I C A L C O M M U N I C A T I O N S11 Twitter & StockTwits Socialize IR©
- 12. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©12 What Public Companies are Tweeting
- 13. | | C R I T I C A L C O M M U N I C A T I O N S Live Tweet During Earnings Calls/Investor Days 13 Socialize IR©
- 14. | | C R I T I C A L C O M M U N I C A T I O N S Zillow (Nasdaq:Z) Takes Questions for Call 14 Excerpt from Advisory Release: âZillow also announced plans to take questions relating to first quarter results via social media. For the first time, Zillow management will entertain questions during the call asked via Twitter and Facebook, in addition to questions from those logged into the webcast. Individuals may submit questions via Twitter using hashtag #ZEarnings to the @zillow Twitter handle, or to the official Zillow Facebook page. Select questions will be answered during the live question and answer portion of the call.â Canaccord Sell-side Analyst Socialize IR©
- 15. | | C R I T I C A L C O M M U N I C A T I O N S15 SlideShare Socialize IR©
- 16. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©16 Make Presentations More Accessible
- 17. | | C R I T I C A L C O M M U N I C A T I O N S17 IR Blog Socialize IR©
- 18. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©18 Provide Interim Updates
- 19. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©19 Clarify Any Misconceptions
- 20. | | C R I T I C A L C O M M U N I C A T I O N S20 Integrate With Your IR Website Socialize IR©
- 21. | | C R I T I C A L C O M M U N I C A T I O N S Integrate Social Media Platforms Socialize IR©21
- 22. | | C R I T I C A L C O M M U N I C A T I O N S The IR Website Serves as the Hub Socialize IR©22 New Investor IntroReasons to Invest
- 23. | | C R I T I C A L C O M M U N I C A T I O N S Make it a Recognized Channel for Information Socialize IR©23 Expanded Bios Detailed FAQs
- 24. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©24 Go Mobile with Smartphone & Tablet Apps
- 25. | | C R I T I C A L C O M M U N I C A T I O N S Smartphone & Tablet Apps Socialize IR©25
- 26. | | C R I T I C A L C O M M U N I C A T I O N S Case Study: Socializing the Earnings Announcement Socialize IR©26 Share conference call slides Tweet key messages during live call Publish results recap from CEO/CFO/IR Interview of CEO/CFO summarizing announcement Distribute SEO news release via wire service & post to website Tweet headline, key messages and link to website Publish link to the release via news feed Push notification to smartphone/tablet apps
- 27. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©27 Measure Your Progress
- 28. | | C R I T I C A L C O M M U N I C A T I O N S Measurement and ROI 28 Socialize IR© Traffic Followers Impressions Sentiment Engagement Reach Influence Downloads
- 29. | | C R I T I C A L C O M M U N I C A T I O N S A Strategic Approach to Social Media for IR Socialize IR©29 âąonline content monitoring programInitiate âąindustry/peer use of social media channelsResearch âąinfluential bloggers, journalists, customers and competitorsIdentify âąthe companyâs identity on social media platformsSecure âąa social media policy and crisis communications planDevelop âąonline through approved channelsEngage âąwebsite as the hub for the social media programIntegrate âąto build loyaltyGo Mobile âąresults to gauge success of the programMeasure
- 30. | | C R I T I C A L C O M M U N I C A T I O N S 617-542-5300 | www.InvestorRelations.com Any Questions?
Hinweis der Redaktion
- These are the six building blocks to developing a well-rounded social media strategy. Over the next few minutes, I will walk through each of these steps and provide some examples to help you determine if social media is right for you.
- How many use social media for their IR program?How many of your companies are using social media for other reasons?
- The most important step!
- Get set up with alerts. Google is great. Tweet deck allows you to keep track of a variety of terms. How are people talking about your company?Observe how peers are using social media.Who is talking about your company and peers? How influential are they (following, interactions)?Are there misperceptions about the company?Are employees sharing information online?There are paid for monitoring services that provide you with detailed reports.
- You will be overwhelmed by social mediaâŠthere are many many platforms available.Determine which platforms are most applicable to you.In our view, and for the purposes of today, these are the most important for an IR program.
- Now that youâve got an understanding of the social sphere and how it applies to your company, it is time to develop a strategy for how it will be handled as part of your outreach program.
- Whether you want to engage on social media or not, a social media policy is a MUST HAVE!Take what you have learned from your research and develop a policy that outlines proper use for all employees, including management.Even low level employees require education. You cannot rely on common senses.This is not about being âBig Brotherâ itâs more about education.There is no one-size fits allâŠdepends on the goal of your program.
- Maybe you decided not to proactively participate in social media. That will be determined on a case by case basis. However, the conversation will go on with or without you.So I will reiterate that every company should have a monitoring program and a social media policy in place.On the next few slides, Iâll give you some tools to focus on for building a social media strategy.
- News release headlinesEvents, webcastsSpeaking engagementsIndustry news/dataArticles featuring the company/managementWhite papers/study resultsTraining seminarsNew product announcementsTrade show informationWhere to find answers/more information on the company website
- Tweets can be drafted before the call and sent after the statements are made.Solicit questions from investors on Twitter. Let people know in your prepared remarks. Alcoa, Fed Ex, Boeing, Coca Cola, LinkedInTruly establish a two-way channel of communication with interested investors since it is unlikely you would take their questions on a call.If done before the call, can help with your prepared remarks and providing a solid answer to the tough questions.
- You can set up a company page on SlideShare to host company presentations. Strong SEO.The best use is to embed the slides right into your IR website with the code provided by SlideShare. Much more user friendly than asking someone to download a PDF.Investors time is limited, so you want to make it as easy as possible for them to consume the information they need to understand your company.
- Great tool to keep investors updated during the time in between quarterly announcements with news that would be of interest, but not necessarily news release-worthy.
- Companies have been known to use the blog to clarify the companyâs position while not responding directly to market rumors. (acquisition strategy)Other ideas:Quarterly recapsSoliciting questions
- The website should serve as the hub to your social media strategyThe IR portion often becomes a dumping ground for required documents rather than a site that is full of resourceful content.
- Let investors know you are on social platforms, otherwise they may never look for you.It may be hard to see but the site on the left has embedded SlideShare and also a StockTwits widget.
- Give investors a reason to come to your IR website. Here are a couple of examples from Cameco and Dankse.Train them that this is the go-to place for information before they pick up the phone and call you.Will take some time to train them â when answering questions that are available on the website, let investors know where the information is available.
- Minimize the amount of calls coming in and having to answer the same question over and over again. Frequently update your FAQs. A great way to do this is add the most valuable Q&A from the earnings call. Also promotes consistency in answers from management.Consider all outside vendor options for hosting your IR website â be sure the vendor will be able to accommodate your social media needs
- To bring it all together, hereâs an example of a comprehensive plan to announce earnings.
- So how do you show the value of a social media program to management?
- Metrics are available, but the true value is hard to measure
- In summaryâŠ.