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Social Media & Investor Relations: It’s NOT Oil and Water
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Social Media & Investor Relations: It’s NOT Oil and Water

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Presentation at NIRI San Diego on May 20, 2010 by PR Newswire Global Director of Emerging Media, Michael Pranikoff www.prnewswire.com

Presentation at NIRI San Diego on May 20, 2010 by PR Newswire Global Director of Emerging Media, Michael Pranikoff www.prnewswire.com

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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.
  • 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

Social Media & Investor Relations: It’s NOT Oil and Water Social Media & Investor Relations: It’s NOT Oil and Water Presentation Transcript

  • Social Media & Investors Relations
    is NOT
    Oil&Water
    Source: http://www.flickr.com/photos/sypix/2674552465/
  • Michael Pranikoff
    Global Director, Emerging Media
    michael.pranikoff@prnewswire.com
    http://www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • Old School
    New School
  • Global Social Media Usage
    Source: Universal McCann Wave 3 & Nielsen Online report
  • Source: InSites Consulting
    72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
  • Global Social Media Usage
    Influencers
    http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11
  • United States Social Media Usage
  • United States Social Media Usage
    Source: http://www.forrester.com/Groundswell/profile_tool.html
  • United States Social Media Usage
    Source: http://www.forrester.com/Groundswell/profile_tool.html
  • 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: Rivel Research
  • Analyst Coverage is Diminishing
    Source: Ernst & Young
    • 47% 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 – 9/2009
  • Financial Focused Social Media
    • Financialblog aggregator
    • Trading social network. Based on Twitter.
    • Wiki finance portal withsocialinteractive data.
  • Investors Find Social Networking
  • Investors Find Social Networking
  • Corporate Use of Social Media
  • Corporate Use of Social Media
    Image credit: http://www.irwebreport.com/daily/2007/11/02/three-cheers-for-dell-incs-new-ir-blog/
  • Corporate Use of Social Media
    Image credit: http://www.irwebreport.com/daily/2007/11/02/three-cheers-for-dell-incs-new-ir-blog/
  • Corporate Use of Social Media
  • 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
    • Manually post updates and/or use RSS feeds to automate
    • Start small, learn and expand conversations over time
  • 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
  • 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
    link it to you website. Embed on your site + provide
    feeds for News, events and presentations.
    • Videos to YouTube
    • PowerPoint's and Documents
    on SlideShare
    • Documents and Filingson
    docstoc
    • Photos , Graphics or Charts
    on Flickr
  • 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
  • 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
  • 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
    • ‘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.
  • Best Practices for IR 2.0 - LISTEN
    PR Newswire Social Media Metrics
    • ‘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 is key
  • Michael Pranikoff
    Director, Emerging Media
    michael.pranikoff@prnewswire.com
    http://www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • Social Media & Investors Relations
    is NOT
    Oil&Water
    Source: http://www.flickr.com/photos/sypix/2674552465/