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.

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Investor Relations in the Age of New Media

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