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How to tell your investment story to investors and journalists - Sara Rusconi

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Annual Swiss conference on corporate digital communications. The aim of the gathering is to scratch beneath the surface of the latest buzzwords and trends in digital and understand what they really …

Annual Swiss conference on corporate digital communications. The aim of the gathering is to scratch beneath the surface of the latest buzzwords and trends in digital and understand what they really mean from a corporate perspective. We will delve into topics such as big data, storytelling, mobile and social media measurement. There is much smoke out there. What should be evaluated seriously?


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  • 1. 25TH GATHERING, ZURICH 8 APRIL 2014 BEYOND THE BUZZWORDS: MAKING SENSE OF TRENDS IN DIGITAL & LESSON LEARNED FROM KWD WEBRANKING SWITZERLAND 2013 Zurich, 8 April 2014 HOW TO TELL YOUR INVESTMENT STORY TO INVESTORS AND JOURNALISTS SARA RUSCONI #DIGITALBITES @SARARUSCONI
  • 2. WHAT IS THE MAIN AUDIENCE OF A CORPORATE WEBSITE? Investors and analysts Business journalysts SRI investors and CSR professionals 2014-04-14 | 2
  • 3. ARE YOU SURE YOU KNOW WHAT THEY NEED? Annual and interim reports Financial presentations Financial results and key data Press releases 2014-04-14 | 3
  • 4. IR #1: INVESTORS DO NOT READ YOUR ANNUAL REPORT 34 36 27 29 26 18 0 10 20 30 40 50 60 70 Corporate reporting is too complex Discount company with corporate reporting lacking clarity Annual report no longer a useful tool for investors Agree Agree strongly Source: ACCA survey (300 investors in UK and Irleand) 63% Reports are too complex 62% Unclear reports penalise the company evaluation 45% Annual reports are not an effective tool for investors 2014-04-14 | 4
  • 5. IR #2: INVESTORS EXPECT MORE FROM YOUR INVESTOR RELATIONS SECTION Shareholder Confidence 365 di PR Newswire The IR section needs to evolve from a content archive to a space used to communicate our investment story 2014-04-14 | 5 50,4 28 5,6 16 0 20 40 60 Tangibles: fundamentals, SEC files Intangibles: BoD information, corporate governance Never visit an IR website Other comments (mostly both) What is the main reason to visit an IR site? Most important information (in descending order): 1. Strategy and financial targets 2. Growth drivers 3. Debt information and financing strategy (liabilities, bond, debt key ratios) 4. Investments and divestments (to assess the company strategy) 5. Information about risk management and about probability and impact of each risk type on the company 6. Rating information (rating agency information) 7. Investor propositions KWD Webraranking Questionnaire (>240 professionisti)
  • 6. JOURNALISTS: INCREASING IMPORTANCE OF DIGITAL SOURCE OF INFORMATION Digital Journalism 2013, Oriella Network Journalists are attributing increasing importance to multimedia content and the role of bloggers is increasing The website should become an authoritative source of information going beyond the press release 0 5 10 15 20 25 Interview with spokepeople Newswires Other media sites My press release in tray Corporate website Twitter/Facebook/LinkedIn Third party blog 2013 2011 2014-04-14 | 7 Most important source of information
  • 7. CSR PROFESSIONALS: NOT ONLY REPORTING Lundquist CSR Online Awards Questionnaire The CSR section of the corporate website cannot be a mere replica of the CSR report but must present the vision of the company and clear examples of what it is doing to achieve it 84 61 49 50 33 93 72 60 51 44 0 20 40 60 80 100 2009 2010 2011 2012 2013 Corporate Non corporate TOP PRIORITIES IN 2013 (NON-CORPORATE) • Read about CR strategy and objectives (57,1%) • Get detailed information on specific topics (37,5%) • Read case studies (37,5%) • Access performance data (35,1%) 2014-04-14 | 8 Downloading the CSR report is your top priority when visiting a CSR section
  • 8. HOW CAN WE REACH OUT TO ANALYSTS AND INVESTORS AND TELL THEM OUR STORY 9
  • 9. DEVELOP A NARRATIVE REPORT ONLINE 10 • Do not just replicate the annual report online but use the interactive version to present thorough information about the business, the market situation, the strategy and the investments of the company • Disclosure of information can be presented in PDF and the online version can be focused on telling the stories PLUS MINUS • As usually the annual report is more focused on the past, the online version should focus on the future and on the investments (storytelling) • It is usually easier to develop a different online version than to radically change the printed report • The online version can reach out to a larger audience (eg retail investors) • Risk of developing a superficial document, with commendable stories but not very linked to the business • Risk of not having a smooth navigation between the PDF and the interactive version • Difficulties in developing a different company language and to change the report culture +
  • 10. ADDRESSING A LARGER AUDIENCE FOR A PUBLIC COMPANY 11 BRIEF PROJECT • Develop a document (both printed and online) that is addressed to retail shareholders and clients • Explain the updated company business plan and what the company is beyond the numbers, as well as its role in the development of the country • Create an ongoing project of storytelling • Focus on the main areas of everyday life that are changing thanks to ICT ant TI technologies • Presentation of company’s projects and stories to concretely present how TI is working on innovation and CSR • Presents projects in an ongoing manner and links them to the websites PROBLEMS • Develop a company language • Gather information from several departments • Approval process
  • 11. TELLING THE NEW COMPANY POSITIONING 12 BRIEF PROJECT • Develop an online report that tells the new company positioning (new management and strategy) and link to sustainability • Develop new content not included in the annual report, and present them in an attractive way • Development of an interactive report focusing on 6 main areas • Write ad hoc content, based on internal materials as well as interviews with top managers • Gather pictures and videos to present the business main facts and events PROBLEMS • Approval process • Company language (mix between corporate language and one that is easy to understand)
  • 12. TO SUM UP • Professional users are not satisfied anymore with just reports and press releases: they need to know more about the future of the company and how it is investing to grow • Reports and press releases are still a vital source of information but they need to be complemented with information about the vision of the future and investment story • On the website, it is imperative to work on the quality of the content by avoiding the mere cut-and-paste of texts from the reports and adding what usually is not in the reports: the stories of everyday business and innovation of the company • Put your efforts in renovating the annual reports. Interactive reports should not be a mere replica of the printed document but a crucial place to tell your story 2014-04-14 | 13
  • 13. Via San Maurilio, 23 | 20123 Milano Website: www.lundquist.it/ Blog: www.lundquist.it/blog/ Sara Rusconi Lundquist partner Sara.rusconi@lundquist.it @sararusconi LUNDQUIST SRL CONTATTI SOCIAL PRESENCE Lundquist company page @Lundquist Lundquist page Lundquist channel Slideshare account
  • 14. 2014-04-14 | 15
  • 15. 2014-04-14 | 16
  • 16. 25TH GATHERING, ZURICH 8 APRIL 2014 BEYOND THE BUZZWORDS: MAKING SENSE OF TRENDS IN DIGITAL & LESSON LEARNED FROM KWD WEBRANKING SWITZERLAND 2013