10 tips on Social Media and Investor Relations - Christian Brosstad, 12th Nordic Investor Relations Conference - Stockholm, June 2010

chrisbros christian.brosstad pengeroglivet.no 10 tips on S ocial Media and ns Investor Relatio stor Relations of Inve the point of view Social media from tion to social med ia? http://www.flickr.com/photos/rosauraochoa/3317861210/in/set-72157615199620315/ d compani es behave in rela How should liste ation Director Christian Bro sstad, Communic ppe n AS , SpareBank 1 Gru rence Relations Confe 12th Nordic Investor juni 2010 Stockholm, 17.

But before we start…

Takk for oppmerksomheten! I’ve got a reading recommendation for you! […and I don’t get paid to say this….] http://www.flickr.com/photos/qualman/3742718341/sizes/o/

This is real life!

”Bloody farmers”

”Fuck SpareBank 1”

BP can’t control its oil leak, and it’s also having a rough time with image control. BP’s reality? Photo: http://www.wired.com/images_blogs/epicenter/2010/06/beach.jpg

The public’s reality? A Brown Pelican covered in oil sits on the beach at East Grand Terre Island along the Louisiana coast on Thursday, June 3, 2010. (AP Photo/Charlie Riedel)

Things happening right now! A mash-up of information 1. 25 % of search results for the World’s Top 20 largest brands are links to user-generated content. • 34 % of bloggers post opinions about products & brands • 78 % of consumers trust peer recommendations. Only 14% trust advertisements 2. 43 % of institutional investors and analysts regularly read blogs for business information 3. 47 % read blog posts which made them investigate an issue further 4. 85 % of financial services professionals under 50 are using social media 5. 63 % of US pro investors say social media will play an increasingly important role in decision making Sources: Socialnomics by Eric Qualman, Brunswick Group, Ledermark and SpareBank 1 Gruppen

A NEW media landscape • New technology – 24-hour news cycle – The sender and the receiver are equal – Instant news on your mobile • The new ‘journalist’ – ‘Everyone’ can become a journalist – Operates outside traditional rules and conducts – Trusted as sources of information

This is a challenge for corporations • New technology makes everyone a ‘witness’ – Everyone can listen, talk, share and publish – News spreads faster than ever – Big corporations are under ‘investigation’ by ‘everyone’ – One unhappy customer can easily create a huge crisis • You can’t ‘control’ the news flow – Less control of corporate reputation – Need to engage and communicate through social media Photo: http://www.mccullagh.org/image/d30-6/inauguration-protest-corporations.html

What is Social Media?

’Social Media is online conversations and sharing’ …as simple as that…

…you can’t choose not to be in social media – you’re there already…

9 + 1 things you have to think about working in IR

1. Monitor the conversation What are they saying about you? False information and rumours. Keep yourself up to date with your industry.

2. Think about distribution

3. Think about sharing Add sharing features to your Investor Relation websites - and be interesting

4. Invite people to talk with you

5. Make guidelines. Help your employees to be good with social media!

6. Investors are consuming all your content whether published by IR or not ”SpareBank 1 har lansert en egen iPhone-app med de nyttigste banktjenestene - nok til å bytte bankforbindelse, spør du oss”. http://icons.mysitemyway.com/wp-content/gallery/magic-marker-icons-arrows/114823-magic-marker-icon-arrows-arrow-styled-left.png

7. Use social media to build trust with stakeholders – Be a part of people’s info stream

8. Social Media is not just about Facebook, YouTube and Twitter….it’s also about culture, and the way we do business Everyone has to think about social media in an organisation Fraud! Social products and services

9. Don’t make your own communities. ’Fish where the fish are’. http://www.flickr.com/photos/changeforge/4265145390/

10. Live your life as if your grandmother is watching. http://www.flickr.com/photos/davidbessent/89100289/

Thanks for your time! christian.brosstad@sparebank1.no http://twitter.com/chrisbros http://www.facebook.com/christian.brosstad http://www.slideshare.net/Christian.Brosstad http://brosstad.posterous.com http://pengeroglivet.blogs.com

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10 tips on Social Media and Investor Relations - Christian Brosstad, 12th Nordic Investor Relations Conference - Stockholm, June 2010

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