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Investor Relations in the Age of New Media

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This presentation was delivered March 14, 2011, at the SNL Financial Bank Investor Relations Symposium at the New York Stock Exchange in New York, NY, USA.

This presentation was delivered March 14, 2011, at the SNL Financial Bank Investor Relations Symposium at the New York Stock Exchange in New York, NY, USA.

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  • 1. IR in the Age of New Media
    • By Dave Hogan, APR, CFP
    • 2011 SNL Bank Investor Relations Symposium
    • New York City
    • March 14, 2011
  • 2. Nothing stays the same
  • 3. Technologies come and go
  • 4. Technology is ever changing Dell’s Social Media Listening Command Center
  • 5. IR is more democratic, open today thanks to technology Old New Public access to SEC documents Limited, slow EDGAR online access Conference calls Invitation only Live and archived access by phone, Web Public access to news releases Limited, slow IR websites, online databases IR conferences Invitation only Webcasts and online archives
  • 6. Premise : A new wave of communication technology, including but not limited to social media, is speeding up the transparency and democratization of corporate information, including investor relations. These changes are inevitable and irreversible.
  • 7. Five benefits of new media for your bank’s IR program
    • Gain greater visibility with shareholders, investors and the financial media: “fish where the fish are”
    • Humanize corporate news and build credibility in your senior management team, both internally and externally
    • Improve your investor targeting
    • Leverage the value of existing IR documents
    • Respond more quickly and effectively to crises, rumors
  • 8. Social media best practices
    • Only disclose material information in social media channels that has already been disclosed through traditional channels.
    • Approval process should be exactly the same regardless of whether traditional or new media channels are being used.
    • Don’t go it alone. Partner with corporate communications, marketing, IT.
    • Find the right “voice” for each new channel.
    • Allow feedback and comments, even negative ones.
  • 9. Banks (and their IROs) benefit from the 3 C’s of new media
    • Community : New media help banks connect with other people and build relationships.
    • Conversation : New media help banks generate two-way conversations with customers, investors.
    • Cost-effective : New media tools are cheaper to use than most traditional communication channels.
  • 10. NIRI follows social media
  • 11. NYSE, NASDAQ embrace new media Both exchanges use Facebook, YouTube, Twitter, Linkedin
  • 12. NYSE Euronext hosts social media week event
  • 13. Bank trade groups using new media tools
  • 14. Investment firms are adopting new media tools Morgan Stanley’s new iPhone, iPad apps
  • 15. Examples of innovative uses of new media technology by investor relations departments
  • 16. Linkedin’s IR targeting power
    • More than 90 million members in more than 200 countries
    • Executives from all of the Fortune 500 companies found on Linkedin
    • More than 1 million company pages
  • 17. How to use Linkedin for IR
    • View company profiles
    • Research institutional investors
    • Search by company or city
    • Engage in IR or banking industry group discussions
  • 18. Targeting with Linkedin: Dallas, Texas, USA, “investment management” companies
  • 19. Targeting with Linkedin: Investment company profiles
  • 20. Targeting with Linkedin: Institutional investor profiles
  • 21. TD Bank’s multimedia annual report: Rethinking a traditional IR tool
  • 22. TD Bank -- CEO video message in multimedia annual report http://www.youtube.com/watch?v=ZM3Q1iG-7nc
  • 23. Leveraging another existing IR tool: Expanding the reach of PowerPoint slides
    • World’s leading site for posting PowerPoint, PDF documents
    • 45 million monthly viewers
    • 90 million page views
    • Can significantly expand your slides’ viewership
  • 24. Posting PowerPoints to Slideshare
  • 25. CFO videos for sharing quarterly earnings results
  • 26. Dell’s CFO earnings video puts a human face on earnings results http://www.youtube.com/watch?v=NpOehPk98b0
  • 27. Post videos to YouTube Like Slideshare, YouTube helps you leverage existing IR tools
  • 28. Post videos to YouTube Like Slideshare, YouTube helps you leverage existing IR tools
  • 29. Use technology to solicit questions for quarterly conference calls
  • 30. Solicit questions to better promote conference calls and other IR events
    • E-mail
    • IR website
    • Twitter
    • Corporate blog
    • Facebook page
  • 31. Twitter is leading IR social media tool
    • One-third of U.S. public companies use Twitter
    • Of companies using social media for IR, nearly two-thirds use Twitter
    • Twitter supports existing IR disclosures -- news releases, IR website, conference calls
  • 32. Twitter can help expand the IR audience
  • 33. Using Twitter to promote IR events
  • 34. Twitter: Live blogging a conference call
  • 35. Benefits of corporate or IR blogs
    • Blogs offer space for longer articles that offer perspective and detail not seen in news releases
    • Blogs are perfect showcase for photos, videos, charts that help tell your story
  • 36. Adding IR’s voice to an existing corporate blog
  • 37. Don’t try to do it all
  • 38. Take-home action steps
    • Start discussion with corporate partners in communications, marketing, legal and IT
    • Discuss your objectives and goals for social media
    • Update disclosure policies and create new social media policy document for employees
    • Start systematic monitoring of social media
    • Get a personal Linkedin profile and join Twitter
    • Update company’s Linkedin page
    • Start slow; one step at a time
  • 39. For more information
    • E-mail: [email_address]
    • Linkedin: http://www.linkedin.com/in/dahogan76
    • Twitter: http://www.twitter.com/dahogan
    • Slideshare: http://www.slideshare.net/dahogan