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Investor Relations & Emerging Media: NIRI St. Louis – May 2011
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Investor Relations & Emerging Media: NIRI St. Louis – May 2011

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Investor Relations & Emerging Media presentation for the St. Louis Chapter of the National Investor Relations Institute (NIRI) by PR Newswire Global Director of Emerging Media – Michael Pranikoff - ...

Investor Relations & Emerging Media presentation for the St. Louis Chapter of the National Investor Relations Institute (NIRI) by PR Newswire Global Director of Emerging Media – Michael Pranikoff - http://about.me/michaelpranikoff

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • According to Nielsen analysis, Television and Radio are still reaching more adults today. However, the study also finds that reach isn’t enough. While TV and Radio still reach more people, online is where the real influencers are. This shift is happening more and more where the people who control budgets in companies and budgets in households are turning to online sources for their news and information.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Emphasis should be placed on when a company website can be recognized as a channel of distribution If needed, quote from interview done with Brian Lane, former Director of the Division of Corporate Finance at the SEC and BrocRomanek – former counselor to SEC Commissioner Laura Unger: “ Online, Press Releases are still the satisfactory way to fulfill Reg FD, precisely because they are not conversational. According to a legal requirement known as the ‘duty to update’, social media channels expose public companies to risks that press releases do not. Non-Selective Disclosure means non-selective engagement in social media communiations, which MAY be more than most CEO’s or IRO’s who are excited about social media, can easily satisfy.” Source: http://www.ontherecordpodcast.com/pr/otro/social-media-investor-relations-special-with-former-sec-attorneys.aspx
  • Emphasis should be placed on when a company website can be recognized as a channel of distribution If needed, quote from interview done with Brian Lane, former Director of the Division of Corporate Finance at the SEC and BrocRomanek – former counselor to SEC Commissioner Laura Unger: “ Online, Press Releases are still the satisfactory way to fulfill Reg FD, precisely because they are not conversational. According to a legal requirement known as the ‘duty to update’, social media channels expose public companies to risks that press releases do not. Non-Selective Disclosure means non-selective engagement in social media communiations, which MAY be more than most CEO’s or IRO’s who are excited about social media, can easily satisfy.” Source: http://www.ontherecordpodcast.com/pr/otro/social-media-investor-relations-special-with-former-sec-attorneys.aspx

Investor Relations & Emerging Media: NIRI St. Louis – May 2011 Investor Relations & Emerging Media: NIRI St. Louis – May 2011 Presentation Transcript

  • Investor Relations
    &
    Emerging Media
    NIRI St. Louis • May 20, 2011
    Source: ttp://www.flickr.com/photos/zachstern/87431231/
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://flavors.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff
  • Website
    Email
    News Release
    Social media
    Traditional
    Media
    Communications Channel Complexity
    Video
    Tradeshows
    Search
    Photos / Visualizations
    Blog
  • Old School
    New School
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Influencers
    http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11
  • Communications Comes Into Focus
    Marketing
    Public Relations
    Companies want:
    • Direct access to consumers
    • Opportunities to engage with audiences
    • Continuous Messaging that is easy to share
    • Analytics, ROI
    They want to communicate in a way that combines PR, Marketing and Advertising.
    Investor
    Relations
  • United States Social Media Usage
  • United States Social Media Usage
    Source: http://www.forrester.com/Groundswell/profile_tool.html
  • Social Media Usage of Decision Makers
  • 85% of financial services professionals under 50 are utilizing social media, compared with half of their older counterparts
    Source: LederMark Communications
  • 86% of those under 50 and over half of 50+ professionals agree that social networking will be an important business development tool within five years.
    Source: LederMark Communications
  • Website Usage by Investors
    Source: RivelResearch via Q4 Web Systems
  • Analyst Coverage is Diminishing
    Source: Ernst & Young via Q4 Web Systems
    • 52% of institutional investors read financial blogs for investment research and ideas
    • 20% have used blog research to execute a recommendation or investment decision.
    • 63% of US pro investors say blogs and social networks will play an increasingly important role in investment decisions in the future
    Source: Brunswick Group Survey Findings on New Media Usage by the Investment Community – 9/2010
  • 14% of Buy side & Sell Side analysts said information found on a social network such as Facebook prompted further investigation on a investment decision.
    14%
    Facebook
    Source:
    http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
  • Are you driving the conversation?
    http://www.flickr.com/photos/perspectivephotography/2090451536/
  • Mainstream Media Pickup
    Blogs / Twitter / Online Pubs
    Immediate Online Pickup
    Weekly Trade Pubs
    Monthly Trades
    Quarterly Pubs / Journals
    Search Share Blog
    Release Goes Out
    The Long Tail of Corporate Content
    News Release
    Conversation
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
  • The Long Tail of Corporate Content
    Over Six Months
    Amount of Coverage
    What Needs to happen today – Shorter Releases on a more regular basis
    Time From Origination
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Research from Ross School of Business at the University of Michigan found a direct correlation between company Tweets around news events and tighter bid/ask spreads in the company’s shares.
    This correlation was found to be most significant with small cap firms that typically do not receive news coverage.
  • Research from Ross School of Business at the University of Michigan found a direct correlation between company Tweets around news events and tighter bid/ask spreads in the company’s shares.
    This correlation was found to be most significant with small cap firms that typically do not receive news coverage.
  • Consistent
    Communications
    Matters
  • TrustOverAttention
    Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.
  • Trust
  • Trust
  • Where do you generally go first for news about a company?
    Then where do you go?
  • Financial Blogs and Social Networks
    • Largest financial blog aggregator Partnered with Yahoo! Finance
    • Trading social network. Based on Twitter.
    • Wiki finance portal. Social interactive data.
    Source: Q4 Websystems
  • Corporate Use of Social Media
    Source: Q4 Websystems
  • Corporate Use of Social Media
    Source: Q4 Websystems
  • Corporate Use of Social Media
  • Corporate Use of Social Media
    From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles
    Pure Corporate Brand
    Corporate with Persona
    Employee with Corporate Association
    Pure Personal Account
  • Best Practices for IR 2.0
    • Tweet about news, events and presentations and link to IR website or your news release on 3rd party sites
    • Manually post updates and/or use RSS feeds to automate
    • Start small, learn and expand conversations over time
    Source: Q4 Websystems
  • 49% of retail investors under the age of 40 rely financial web sites and blogs for investment advice
  • 47% of retail investors over the age of 40 rely financial web sites and blogs for investment advice
  • Best Practices for IR 2.0
    Don’t have a stale cookie cutter IR Website
    • Press Releases
    • Events
    • Reports
    • Presentations
    • Videos
    • Etc
  • Best Practices for IR 2.0
  • Best Practices for IR 2.0
    Upload your content to social content networks and
    then embed your site + provide RSS feeds for News,
    events and presentations. Make sure to link allof
    the content together.
    • Videos to YouTube
    • PowerPoint's and Documents
    on SlideShare
    • Documents on docstoc
    • Photos , Graphics or Charts
    on Flickr
    Source: Q4 Websystems
  • Best Practices for IR 2.0
    Source: Q4 Websystems
  • Best Practices for IR 2.0
    Make Content Directional
  • Best Practices for IR 2.0
  • Best Practices for IR 2.0
    Talk about
    Blog about
    Tweet about….
    Corporate Social Responsibility
    Over $2.7 Trillion in funds under management dedicated to social responsibility.
    - Socialinvest.org
  • SEC 21st Century Disclosure Initiative
    • Corporate websites and blogs seen as fair disclosure (under certain circumstances)
    • Support for shareholder forums
    • Opens the door to the web and social media for communications
    Source: Q4 Websystems
  • If A Tree falls in a forest and no one is there, does it still make a sound?
    IR and Emerging Media
  • From the SEC Commission Guidance on the Use of Company websites
    “In order to make information public, it must be disseminated in a manner calculated to reach the securities market place in general through recognized channels of distribution, and public investors must be afforded a reasonable waiting period to react to the information.”Thus, in evaluating whether information is public for purposes of our guidance, companies must consider whether and when: (1) a company web site is a recognized channel of distribution, …”
    If A Tree falls in a forest and no one is there, does it still make a sound?
    IR and Emerging Media
    http://sec.gov/rules/interp/2008/34-58288.pdf - Page 18, Paragraph 2
  • Best Practices for IR 2.0
    What about
    the
    RISKS?
  • Best Practices for IR 2.0
    Best Practices for IR 2.0
  • Best Practices for IR 2.0
  • Best Practices for IR 2.0
  • Best Practices for IR 2.0
  • Education = Success
  • Best Practices for IR 2.0 – Establish Guidelines
    Think both
    Internal
    and
    ExternalCommunications
    Resource:
    Social Media Governance
    http://budurl.com/bhqq
  • Best Practices for IR 2.0 - LISTEN
    PR Newswire Media Monitoring
    • ‘Listen’ to the web and be alerted whenever your company or related issues are being mentioned
    • Google Alerts and other free tools (http://search.twitter.com, http://socialmention.com) are easy ways to start the process
    • Identify trends and head off problems early, minimize value erosion.
    • Disclosure of material information should follow Reg.FD guidelines
    • All social channels must be treated the same as traditional channels (disclosure controls)
    • Only previously disclosed information should be shared
    • Risks are from innocent updates in social networks – no different than offline disclosure rules.
    • Social media policy and training
    Source: Q4 Websystems
  • Leave A Trail of Breadcrumbs
    http://www.flickr.com/photos/bnoj13/4073663539/
  • Don’t Be Afraid To Try Something New
  • The most profound technologies are those that
    disappear. They weave themselves into the fabric of
    everyday life until they are indistinguishable from it….
    - Mark Weiser
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://flavors.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff