Darrell Heaps, co-founder and CEO of Q4 Web Systems (Q4), leads a session aiming to equip IRO's with the knowledge and tools to start tackling these tough questions. Social media can be a powerful tool — make sure it is one working FOR you and not against you.

1. How to Make Social Media
Work for You
Presented by:
Darrell Heaps
Co-Founder & CEO

2. EVERYBODY IS USING SOCIAL
MEDIA…BUT ARE INVESTORS?

3. 49% of institutional investors
read financial blogs. 33% at least
weekly Rivel Research 2011
27%
pro investors use
YouTube. 9% at least
weekly Rivel Research 2011
3 out of 5 financial
bloggers use Twitter as a
primary news source Financial
57%
Media Conference, NYC, Feb 2011 Financial advisors
report positive ROI on
using Social Media
LinkedFA 2012

4.  5M investors reading
Seeking Alpha blogs
 500k traders & investors
using StockTwits.com and
blog network
 45M investors visiting
Yahoo!Finance per month
 1.6M Facebook users
have investing as part of
their profile

5. The
New
Informa.on
Food
Chain
Traditional
Institutional Investors Investors
National Media Financial Times
Major Online News Hubs Forbes, WSJ
Financial Bloggers Seeking Alpha
& ST Network
Twitter
Individual Social Media Posts StockTwits

6. Social
Media
Data
Powering
Hedge
Funds
`

7. ARE INVESTOR RELATIONS
PROS USING IT?

8. Social Media IR Adoption 2010 - 2011
80.00%
70.00%
60.00%
Using Social Media for IR
50.00%
40.00%
2010
30.00%
2011
20.00%
10.00%
0.00%
Twitter Facebook SlideShare YouTube Blogs
2010 65.00% 37.00% 11.00% 29.00% 10.00%
2011 68.00% 46.00% 45.00% 35.00% 19.00%
362 companies in 2010, expanded to 617 in 2011
Q4 Whitepaper Research

9. WHAT IS THE ROI OF SOCIAL
MEDIA FOR IR?

10. What
is
the
ROI
of
using
social
media
for
IR?
1. Increase market 2. Help Investors
awareness “Get it”
3. Eliminate low-
4. Improve liquidity
value tasks

11. WHAT ABOUT THE RISKS
THOUGH??

12. Risks
of
Social
Media
for
IR
1. Reg. FD 2. Employees
3. Misalignment 4. Being Reactive

13. HOW TO MAKE SOCIAL MEDIA
WORK FOR IR.

14. Social Media for Investor Relations
Social Networks Social Media
Distribute & Engage Publish & Integrate
Corporate
Website
IR Website

15. Publish
a
wide
range
of
content
 Video with CEO or division
heads, product launches,
operation rollouts
 Timeliness and quality of
information trump video
production quality.
 Photos of events and
operations
 Investor presentations are
perfect for SlideShare
 Analyst days & product
launches

16. How
to:
Engagement
1. Good IR Website (Tell your story & integrate SM)
2. Basic Content (PR, Events, Slides, Filings)
3. In the News & Other Updates (videos, blogs, media)
4. Live Earnings (prepare tweets with legal)
5. Other Events (Analyst day, non-deal roadshows, operations)

17. EXAMPLES
TWITTER

18. Quarterly Reporting: Live-Tweeting
Q4 Whitepaper Research 2011

19. Live-Tweeting with StockTwits disclaimer

20. Industry-related News from Financial Blogs
Q4 Whitepaper Research 2011

21. Partnerships/Acquisitions
Q4 Whitepaper Research 2011

22. Announcing new channels
Q4 Whitepaper Research 2011

23. Large
Cap
TwiGer
for
IR
Example:
$DELL
 Reliable source of all
investor updates
 Mix of content from
across Dell sources
 Sharing & RTing posts,
video, slides, pics
 Interesting and useful
to investors
 Live tweeting earnings
and analyst days

24. Expanded Reach
“IROs spend a lot of their time
talking about their company on
the phone with securities
analysts and portfolio
managers.
Establishing this one-to-many
medium made it a much more
efficient way for us to get that
information out there to the
investor and analyst community.
It actually enhanced the
conversations that we were
having on a follow-up basis
because we knew that we had
established a base level of
Rob Williams, VP IR at Dell understanding about a
March 23, 2011 particular topic.”

25. Social Media Distribution
Social distribution can expand
reach of your message by 6-10x
Financial web distribution
reaches over 40M investors each
month
Corporate
IR Website

26. How
to
make
sure
market
gets
your
strategy
 Treat the web as a real-time perception study (aka: listen!)
 Is the market echoing back your key messages and strategy?
 Do they “get it”?
 If not, how severe is the disconnect?
 Create media assets (Video, Slides, Post, Etc.)
 Publish to relevant social media service
 Distribute through social networks & financial web
 Add additional tweets for more context if need
 Integrate everything into your website
 Example: www.teekay.com

27. Corporate website social integration
Twitter content
integrated directly
into news tabs.
Updates in real-time.
Flickr, YouTube,
SlideShare content
seamlessly integrated.
Automatically updates
as new content is
published.

28. Use
ques.ons
to
reduce
your
workload
 If questions come from investors, respond in a timely fashion
 Point to information on your website
 If not comfortable answering on the fly set a Q&A time when
you’ll be available to respond
 Use your FAQ section on website to add questions as they
come up
 Direct investors to your active FAQs page on your site
 Repetitive questions will go down A LOT.

29. HOW TO MEASURE?

30. Web Monitoring and Tracking
 Start with free:
 Google Alerts
 Website Analytics
 Tweetdeck & bit.ly
 Upgrade for analytics
on social distribution
and engagement

31. Financial
social
media
monitoring

32. DISCUSSION

33. More on Q4:
www.q4websystems.com
Thought leadership:
www.q4blog.com
Contact:
Darrell Heaps
1-877-426-7829 ext. 222
darrellh@q4websystems.com
twitter.com/darrellheaps