Jeff CorbinCEO, KCSA Strategic CommunicationsFounder, theIRappJeff brings more than 15 years of integrated IR, PR and marketing experience to helpclients grow their businesses. He has lectured in the U.S. and internationally on buildingrelationships with Wall Street and is the author of the book, Investor Relations: The Art ofCommunicating Value (Aspatore Books; May 2004 and February 2011). He has justreleased the second edition of this book (February 2012) and has included a chapterdedicated to social media and investor relations.Most notably, Jeff has developed financial communications programs for the AmericanStock Exchange and dozens of companies who have their primary listings on the NYSEand NASDAQ.Prior to joining KCSA, Jeff was a securities and corporate attorney in New York City,specializing in corporate reorganizations, bankruptcy proceedings, transactional mattersand commercial litigation.Jeff has a bachelors degree in government from Cornell University and a law degreefrom the Benjamin N. Cardozo School of Law. He is very involved in many philanthropicand communal organizations and presently serves as Chairman of the Board of the BJEof Greater New York as well as the Board of Directors of UJA-Federation of New York
KCSA Strategic Communications Independent corporate INDEPENDENT AGENCY43YEARS communications firm specializing in the integration of public relations, investor relations OFFICES New York | Boston | Chicago | Tel AvivOLD and marketing services 35+ EMPLOYEES AWARDTOP 5 TOP 25IR/FINANCIAL INDEPENDENT PR FIRM WINNING CREATIVE & MARKETINGCOMMUNICATIONS FIRM IN THE COUNTRY GROUP corporate image,EXPERTISE IN brand building and product/service marketing #smwIR
Agenda1. Investor Relations2. Steps to successful IR programs3. Evolution of the Internet, IR and social media4. IR challenges5. Social media channels and best practices6. Discussion of best practices for incorporating social media into an IR program
Four Steps to Successful IR Programs 1 Determine the investment proposition 2 Target the appropriate investor audience Develop the communications 3 platform 4 Build relationships with investors
Evolution of the Internet, IR and Disclosure 1966 1971 1989 1991 1995 1997 1998 2000 2001 2002 2004 2007 2008 2010
IR and Social 87% of Fortune 100 on LinkedIn StockTwits 3 of 5 saw 300% financial rise in traffic bloggers use from 2011 to Twitter as Q3 news source 77% of IR and 57% Fortune Fortune 100 on Twitter social 100 on YouTube media 1/3 IR pros Blogs read use social by 49% of media for investors info 61% Fortune 100 on Facebook8
Social Media as a Solution• Amplify your message • Correct misinformation, rumors, guilt by association• Target the investor that’s impossible to reach • Reach more retail investors• Share news that you would not issue in a press release • Attract media attention
Twitter• Opportunity: Build a following of relevant financial media, traders, analysts and industry influencers• IR ROI: Increase the investment community’s conversation about your stockBest Practices• Use the $[Ticker] tag and cross link to Stocktwits• Tweet about analyst/investor days and annual meetings• Enhance quarterly reporting • Live tweet earnings and ask shareholders to submit questions for Q&A• Manage compliance statements and archiving (arkovi, cmp.ly, socialware, etc.)
LinkedIn• Opportunity: Build your reputation as an industry expert• IR ROI: Improve positioning and expand your investor networkBest Practices• Create groups, events and polls around IR activity• Lead discussion in groups and through Answers• Organize contacts into downloadable investor database• Incorporate keywords to improve SEO• Promote with detailed products, services and banners• Use modules to cross-promote social content• Create a targeted investor page
SlideShare• Opportunity: Disseminate content to a highly professional audience• IR ROI: Increase brand exposure and understanding of the Company storyBest Practices• Branded channel with corporate and investor presentations• Regularly share presentations for analyst days, conferences calls, etc.• Host investor calls with Zipcast meetings• Create webinars with Slidecast• Embed YouTube videos in presentations
Facebook• Opportunity: Showcase investor and corporate information in a multimedia format• IR ROI: Improve your relationship with potential investors and brand advocatesBest Practices• Custom channel with website branding elements• Daily engagement with original industry content, polls, contests, etc.• Post guidelines for social media usage and compliance• Unique investor relations tab with feeds to earnings releases, stock charts, etc.
YouTube• Opportunity: Expand your digital footprint• IR ROI: Improve your SEO to reach a higher search engine ranking and be more easily found by investorsBest Practices• Take advantage of SEO opportunities by tagging all videos with keywords – consider adding CC transcripts• Cross-link to and promote across other social channels• Shorten videos and add annotations for higher engagement
Blog• Opportunity: Build your position as a thought leader in the industry• IR ROI: Increase coverage of the company and build your leadership position in the minds of investorsBest Practices• Pitch company content and experts to financial and industry bloggers• Develop a focused bi-monthly corporate blog with clear messaging• Optimize with blogrolls and keyword tags
The Future of IR and Social Media• Companies will start to write IR social media policies• The SEC will issue new regulation • More companies using social media for IR = recognition as a communications vehicle• Companies will build investor networks • Example: DellShares community• IR will go mobile • Investors want direct access to customized real-time company information
Social Media Policy1. Define a clear social communication hierarchy within the company to establish who is responsible for handling each aspect of a company’s social media effort.2. Make recommendations on how employees should and should not use their personal social media accounts for talking about their company.3. Create a system for approving content. This can include content review by IR, legal, PR, and marketing team members, as needed.4. Outline expectations for the nature and frequency of posts. Content and consistency are critical to success in social media.5. Create guiding principles for acceptable content and conduct.6. Set clear guidelines for tone. Any content that is predictive or that fails to remain objective may be in violation of financial compliance.7. Build in rules for archiving. Access to previous content is critical if compliance questions or concerns are raised.8. Implement a plan to provide disclaimers.9. Establish rules for links to third-party content. A link is an unofficial endorsement of that content.10. Outline the response and consequences if the social media policy is violated.
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