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IR & Emerging Media:  NIRI Kansas City Feb 2012
 

IR & Emerging Media: NIRI Kansas City Feb 2012

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Presentation on the intersecting worlds of Investor Relations and Emerging Media by PR Newswire Global Director of Emerging Media, Michael Pranikoff, at the NIRI Kansas City Chapter on Feb. 20, 2012

Presentation on the intersecting worlds of Investor Relations and Emerging Media by PR Newswire Global Director of Emerging Media, Michael Pranikoff, at the NIRI Kansas City Chapter on Feb. 20, 2012

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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

IR & Emerging Media:  NIRI Kansas City Feb 2012 IR & Emerging Media: NIRI Kansas City Feb 2012 Presentation Transcript

  • Investor Relations & Media Emerging
  • Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://flavors.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff
  • Disclaimer: I am not a Guru.All tips, recommendations, and ideas are fromreading, exploring, and learning anyway that I can. Iconsider myself a B+ Student at best.
  • Website News Email ReleaseTraditional Social Media media Communications Channel ComplexityTradeshows Video Photos / Visualizations Search Blog
  • OldSchool New SchoolCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11
  • Communications Comes Into FocusCompanies want: Marketing Public• Direct access to consumers Relations• Opportunities to engage with audiences• Continuous Messaging that is easy to share• Analytics, ROIThey want to communicate in a Investorway that combines PR, Marketingand Advertising. Relations
  • United States Social Media Usage
  • United States Social Media UsageSource: http://www.forrester.com/Groundswell/profile_tool.html
  • Social Media Usage of Decision Makers
  • Source: LederMark Communications
  • Source: LederMark Communications
  • Website Usage by Investors 75% of pro investors use corporate websites daily or weekly 3% 8% Daily 32% Weekly 14% Monthly Yearly Never 43%Source: Rivel Research
  • Analyst Coverage is Diminishing # of Sell Side Analysts 18000 16000 16000 14000 12000 10000 8000 6000 6000 4000 3000 2000 0 2000 2007 2009 Sell Side AnalystsSource: Ernst & Young
  •  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 futureSource: 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. Source:http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
  • Are you driving the conversation?http://www.flickr.com/photos/perspectivephotography/2090451536/
  • The Long Tail of Corporate Content Mainstream Media Pickup Blogs / Twitter / Online Pubs News Release Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Release Goes Out Search Share Blog ConversationCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Head Traditional Media Reach Online Media SEARCH TailCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
  • The Long Tail of Corporate Content Over Six Months What Needs to happen today – Shorter Releases on a more regular basis Amount of Coverage Time From OriginationCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Can Tweets Predict The Stock Market?• Indiana University Bloomington studied 9.8 million tweets from 2.7 million tweeters• Measuring the mood of the twitterverse on a given day can foretell the direction of changesto the Dow Jones Industrial Average three days later with an accuracy of 86.7 %http://www.wired.com/wiredscience/2010/10/twitter-crystal-ball
  • • 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
  • Trust Over AttentionTrust will continue toreplace attention as theCurrency of the web andbusiness. No one will payattention if they don’t trustyou.
  • 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.
  • Corporate Use of Social MediaSource: Q4 Websystems
  • Corporate Use of Social MediaSource: Q4 Websystems
  • Corporate Use of Social Media
  • From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles1. Pure Corporate Brand2. Corporate with Persona3. Employee with Corporate Association4. 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
  • 49% of retail investors underthe age of 40 rely financialweb sites and blogs forinvestment advice
  • 47% of retail investors overthe age of 40 rely financialweb sites and blogs forinvestment 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
  • 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 all of the content together. – Videos to YouTube – PowerPoints and Documents on SlideShare – Documents on docstoc – Photos , Graphics or Charts on Flickr
  • Best Practices for IR 2.0 1. Have a good IR website and follow best practices 2. Create compelling content (news, events, presentations, etc) 3. Make it social & include on your site and RSS feeds 4. Use Twitter and other “Status Update” based social media to compliment your newswire release - update with each new content and event 5. Monitor the web and evolve over time
  • 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
  • Best Practices for IR 2.0 Make Content Directional
  • 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
  • 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 theI AT F REE FALLS IN A FOREST AND NO information.” Thus, in evaluating whether information is public for purposes of our guidance, companies mustONE IS THERE, DOES IT STILL MAKE A consider whether and when: (1) a company web site is a recognized channel of distribution, …”SOUND?and Emerging Media IR http://sec.gov/rules/interp/2008/34-58288.pdf - Page 18, Paragraph 2
  • more multimedia = more views Increase in average online views per press release, when multimedia elements are added.Source: PR Newswire web analytics.
  • Using multimedia in your releases increases journalist and public engagementAccording to internal sample research comparing press releases that contain multimedia with those that do not.
  • 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
  • Education = Success
  • Best Practices for IR 2.0 – Establish Guidelines Think both Internal and External Communications 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
  • http://www.flickr.com/photos/bnoj13/4073663539/
  • Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://flavors.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff