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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  • 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 media…there 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 you’ve 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 “Big Brother” it’s more about education.There is no one-size fits all…depends 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, I’ll 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 company’s 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 – 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 – be sure the vendor will be able to accommodate your social media needs
  • To bring it all together, here’s 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 summary….
  • Social Media for Investor Relations

    1. 1. | | C R I T I C A L C O M M U N I C A T I O N SC R I T I C A L C O M M U N I C A T I O N SSocialize IR©The Use of Social Media in Investor RelationsJune 4, 2013Maureen T. Wolff, President, Sharon Merrill
    2. 2. | | C R I T I C A L C O M M U N I C A T I O N SSpecialty firm passionate aboutclient serviceHistory of leveraging leading-edgetechnologies for IRBroad and deep investmentcommunity relationshipsNationally recognized IR experts2 Socialize IR©Experience & Commitment to IR for Nearly 30 Years
    3. 3. | | C R I T I C A L C O M M U N I C A T I O N SA Strategic Approach to Social Media for IRSocialize IR©3Research Develop EngageIntegrateGoMobileMeasure
    4. 4. | | C R I T I C A L C O M M U N I C A T I O N SWhy Companies Use Social Media? Increase company/brand awareness, loyalty and reach Drive traffic to IR website Improve business understanding Generate media coverage Clarify key messages Minimize repetitive investor questions Monitor/control the conversation4 Socialize IR©
    5. 5. | | C R I T I C A L C O M M U N I C A T I O N S5Do Your ResearchSocialize IR©
    6. 6. | | C R I T I C A L C O M M U N I C A T I O N SInitiate a Comprehensive Monitoring Strategy6 Company name Products Peer companies Industry terms/keywords Stock ticker Management names Board membersSocialize IR©
    7. 7. | | C R I T I C A L C O M M U N I C A T I O N SSecure Brand Name on Social Platforms7 Socialize IR©
    8. 8. | | C R I T I C A L C O M M U N I C A T I O N S8Develop a Social Media StrategySocialize IR©
    9. 9. | | C R I T I C A L C O M M U N I C A T I O N SEstablish a Social Media Policy9Mitigates risk of materialdisclosuresEducates employees onacceptable andunacceptable usageEnsures branding andmessaging consistencyKey Elements Identify authorized personnel Indicate approved socialnetworks Summarize industry &government regulations Promote transparency Deter employees fromengaging in arguments online Clearly outline repercussionsfor not following guidelinesSocialize IR©
    10. 10. | | C R I T I C A L C O M M U N I C A T I O N S10Time to Engage?Socialize IR©
    11. 11. | | C R I T I C A L C O M M U N I C A T I O N S11Twitter & StockTwitsSocialize IR©
    12. 12. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©12What Public Companies are Tweeting
    13. 13. | | C R I T I C A L C O M M U N I C A T I O N SLive Tweet During Earnings Calls/Investor Days13 Socialize IR©
    14. 14. | | C R I T I C A L C O M M U N I C A T I O N SZillow (Nasdaq:Z) Takes Questions for Call14Excerpt from Advisory Release:“Zillow also announced plans to take questions relating to first quarter results viasocial media. For the first time, Zillow management will entertain questions duringthe call asked via Twitter and Facebook, in addition to questions from those loggedinto 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 ofthe call.”CanaccordSell-side AnalystSocialize IR©
    15. 15. | | C R I T I C A L C O M M U N I C A T I O N S15SlideShareSocialize IR©
    16. 16. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©16Make Presentations More Accessible
    17. 17. | | C R I T I C A L C O M M U N I C A T I O N S17IR BlogSocialize IR©
    18. 18. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©18Provide Interim Updates
    19. 19. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©19Clarify Any Misconceptions
    20. 20. | | C R I T I C A L C O M M U N I C A T I O N S20Integrate With Your IR WebsiteSocialize IR©
    21. 21. | | C R I T I C A L C O M M U N I C A T I O N SIntegrate Social Media PlatformsSocialize IR©21
    22. 22. | | C R I T I C A L C O M M U N I C A T I O N SThe IR Website Serves as the HubSocialize IR©22New Investor IntroReasons to Invest
    23. 23. | | C R I T I C A L C O M M U N I C A T I O N SMake it a Recognized Channel for InformationSocialize IR©23Expanded Bios Detailed FAQs
    24. 24. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©24Go Mobile with Smartphone & Tablet Apps
    25. 25. | | C R I T I C A L C O M M U N I C A T I O N SSmartphone & Tablet AppsSocialize IR©25
    26. 26. | | C R I T I C A L C O M M U N I C A T I O N SCase Study: Socializing the Earnings AnnouncementSocialize IR©26Share conference call slidesTweet key messages during live callPublish results recap from CEO/CFO/IRInterview of CEO/CFO summarizing announcementDistribute SEO news release via wire service & post to websiteTweet headline, key messages and link to websitePublish link to the release via news feedPush notification to smartphone/tablet apps
    27. 27. | | C R I T I C A L C O M M U N I C A T I O N SSocialize IR©27Measure Your Progress
    28. 28. | | C R I T I C A L C O M M U N I C A T I O N SMeasurement and ROI28 Socialize IR©Traffic Followers Impressions SentimentEngagement Reach Influence Downloads
    29. 29. | | C R I T I C A L C O M M U N I C A T I O N SA Strategic Approach to Social Media for IRSocialize IR©29•online content monitoring programInitiate•industry/peer use of social media channelsResearch•influential bloggers, journalists, customers and competitorsIdentify•the company’s identity on social media platformsSecure•a social media policy and crisis communications planDevelop•online through approved channelsEngage•website as the hub for the social media programIntegrate•to build loyaltyGo Mobile•results to gauge success of the programMeasure
    30. 30. | | C R I T I C A L C O M M U N I C A T I O N S617-542-5300 | www.InvestorRelations.comAny Questions?