Transcript of "Presentación fina info gestoras ingles "
evercom comunicaci ón y relaciones públicas Madrid, July 2011 DO JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION? Survey on the perception of asset managers by the Spanish journalists Financial communications department
ÍNDICE <ul><li>ASSET MANAGERS PROMINENCE </li></ul><ul><ul><ul><ul><li>Do you think media assign enough space to investment funds? </li></ul></ul></ul></ul><ul><li>THE COMMUNICATION OF SPANISH AND FOREIGN ASSET MANAGERS… BUT WHAT IS MEDIA LOOKING FOR? </li></ul><ul><ul><ul><li>What type of information do journalists demand? </li></ul></ul></ul><ul><li>ASSET MANAGERS COMMUNICATION 2.0 </li></ul><ul><ul><li>Do you look up national and international asset managers information in blogs and social networks? </li></ul></ul><ul><ul><li>The 2.0 aim of asset managers’ presence in Social Media </li></ul></ul><ul><li>CONCLUSIONS </li></ul><ul><ul><li>Asset managers challenges </li></ul></ul>
Asset Managers Prominence <ul><ul><ul><li>Do you think media assign enough space to investment funds? </li></ul></ul></ul>
PROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN Do you think media assign enough space to investment funds? Almost 7 out of 10 journalists considered they should assign more space Financial press, specialised webs, radio and TV are the media that most considered that the space assigned is insufficient <ul><li>The funds industry will reach a bigger target if they work better and keep a permanent relationship with general and local press </li></ul>
Journalists consider it as a complex topic for they readers (36%) or little interesting (32%) that is not able to obtain space if it’s compared with other investment products information Why do you think they do not assign enough space ? <ul><li>Asset managers should explain better and in a more didactic way the information related to these products. Asset managers communication is seen as distant </li></ul><ul><li>A 68% consider it little interesting and a ‘hard to sale’ topic </li></ul>
What do you ask for to an asset manager communications department? “ More open in their comments. Not everything has to be funds information, they should be able to comment about markets... “ To be faster and dynamic , because we can not anticipate topics in advance… “ More active. When you need something, does not have to be as if you were asking and interview with the Pope. We need immediacy… Financial Press To foreign asset managers: “If they provide the information translated, much better… “ They should explain in a clear and straightforward way why things happen . If economy and product is better understood, products will be better seen and that will improve sales… Communications peculiarities in general and specialised press & webs
“ For us, the priority is market information. Nevertheless, it is also good to have all the information about those breaking-record funds … What do you ask for to an asset manager communications department? General Press “ Less barriers… WWW “ More transparency… To foreign asset managers: “They should try to relate their market information with the Spanish market… “ To provide as soon as possible product information… Quickness, pro-activity and reactivity… “ To answer when they are asked for reports or comments...” (to say yes or to say no) Communication peculiarities in general and specialised press & webs
Communications peculiarities in local press Do you think media assign enough space to investment funds? YES= 50% NO= 50% ¿Why not? “ Little interest… “ Other topics like equity are more important… “ Sophisticated products… “ Few paper and this themes remain out… “ Specialised topic for media…”
Do you contact on a regular basis with asset managers in order to know their opinion about the Spanish equity market ? Do you contact on a regular basis with asset managers in order to know their opinion about the international equity market ? “ Extremely complex information for local media… “ We do not do analysis, just domestic market… <ul><li>Local journalists don't identify the asset management companies as an information source </li></ul>“ I usually call brokers directly… “ I gather information from newswires… Communication peculiarities in local press
<ul><ul><ul><ul><li>Radio and TV </li></ul></ul></ul></ul>Communication peculiarities in:
Do you think media assign enough space to investment funds? When you broadcast information about investment funds, pension funds or quotes from the industry, what content do you usually transmit? <ul><li>Retirement </li></ul><ul><li>Market vision </li></ul><ul><li>Equities and profitability </li></ul><ul><li>More attractive sectors </li></ul><ul><li>Number of pension funds acquired, more profitable funds… </li></ul>Communications peculiarities in Radio and TV What type of information will you prefer to receive from asset managers? 1) Investment advice in difficult situations 2) Equities opinion 3) Investment in profitable funds 4) Topics related with economy, retirement… <ul><li>If the investment funds information has a didactic and actual orientation, focused on the common investor, will gain more space in audiovisual media. </li></ul>
The communication of Spanish and foreign asset managers … But what is media looking for?
Ranking 1st: Market comments 2do: New products 3ero: Appointments and other corporate news Those journalists that cover fund information are just interested in content related to corporate movements What type of information do journalists demand? The main complaint is that journalists only receive information about new Spanish asset managers products… “ Foreign asset managers do not communicate many corporate news… There are many foreign asset managers that only send information but they do not answer questions…
Do you notice any difference in the information quality provided by asset managers with an organised communications structure (internal department or agency)? YES. They know how to focus the information. They filter those contents that have more interest.. YES. Usually, foreign asset managers that work with agencies provide the information translated NO. It depends on the manager SÍ. Better presented and structured NO difference, just more information. Spanish asset managers have a bigger communications team and they only sen product information NO. There are asset managers with a communications department and they do not send information SÍ. There are more sensible to the information you may need YES. Foreign asset managers usually work with agencies. If they don’t, they do not sent information
Do you look up national and international asset managers information in blogs and social networks? Almost 4 out of 10 journalists look up information on a regular basis in blogs and social networks where asset managers (or financial entities) participate <ul><li>Journalists from financial media are the most active in the search of online information about asset managers. Journalists from general press usually look online information about financial entities. </li></ul>
Why don’t you look up information in blogs and social networks from asset managers? Most frequent answers <ul><li>Lack of time </li></ul><ul><li>I do not know which ones offer these tools </li></ul><ul><li>I only check information when is related to trending topics </li></ul><ul><li>I do not follow these information on a daily basis because I do not need it in order to acquire information </li></ul><ul><li>I check the information published on their web pages </li></ul><ul><li>I only look up information of financial entities </li></ul>
Which asset managers are more active in online communication (blogs, twitter, social network presence)? (*) (*) Only answered by general and specialised press & webs Comments: Most of them are in English <ul><li>Asset managers social network presence is little and there is few knowledge about them. </li></ul><ul><li>Foreign asset managers are more active, but “they have done little to adapt themselves to the market” </li></ul>Comments: I don’t know them very well Do you find useful that asset managers have presence in blogs and social networks? (*)
What type of information should asset managers need to have on their blogs and social networks in order to be interesting for media? (*) (*) Only answered by general and specialised press & webs <ul><li>What do general press journalists think? </li></ul><ul><li>In Twitter they should include information about markets trends and topics that can be analysed in blogs </li></ul><ul><li>Live comments </li></ul><ul><li>Quick comments </li></ul><ul><li>It is important to know if they have this type of tools </li></ul><ul><li>For financial media journalists: </li></ul><ul><li>Ideas and analysis from markets perspectives. </li></ul><ul><li>Daily market information and strategies adapted to each context. Not so institutional </li></ul><ul><li>Active. Quickness in the analysis of daily current affairs </li></ul><ul><li>Some suggestions from web specialised journalists </li></ul><ul><li>Markets comments immediacy </li></ul><ul><li>They should give clues. How they see things and what are they doing </li></ul><ul><li>Blogs: more presence of individual managers </li></ul><ul><li>More focused on the Spanish market </li></ul>
Podcasts, interviews, webinars o web conferences Reports, Analisys, Market comments Direct contact with journalists “ Hot News” Comments and market strategies Updates Updates The 2.0 aim of asset managers’ presence in Social Media Immediacy Feedback Markets and strategy information
The challenges of AM entities in Spain: <ul><li>Adequate asset managers’ messages in order to avoid that their corporate and products information is considered complex and just for a small target </li></ul><ul><li>Be more didactic. Adapt their information to the type of media and public </li></ul><ul><li>“ Share” their experts’ information because it could be useful for the media </li></ul><ul><li>There has to be a dialogue and not just information sending </li></ul><ul><li>Be faster, agile and accessible. </li></ul><ul><li>Try to balance product, market and corporate information. </li></ul>
ABOUT OBSERVATORIO INVERCO Observatorio Inverco is an initiative created by the Asociación de Instituciones de Inversión Colectiva with the aim of being an analysis and debate forum dedicated to the study of trends and the disclosure of the advantages of these conservative products. The objective of the Observatorio is to bring closer the collective investment industry and its products to the Spanish savers. Its principal mission is to contribute to a better investor understanding of the investment and pension funds industries in order to facilitate their decisions. www.observatorioinverco.es SOBRE EVERCOM Founded in 1996, evercom has offices in Madrid and in Barcelona and is a member of the IPRN, one of the leading international networks of independent public relations companies with 50 associate agencies worldwide. Currently it works for more than 40 organisations, both companies and institutions, from all the sectors. What is more, evercom has one of the highest loyalty ratios of the whole public relations consultants sector, according to the last PR Scope 2009 drawn up by Grupo Consultores. Contactos: Alberte Santos [email_address] Laura Díaz Bettarel [email_address]
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