Communicating
with Shareholders
Using Social Media
Cherokee Water Company
January 11, 2014
Get these slides here:
:
http://sarahtpage.com/Cherokee/
Agenda
Social Media Overview
Most Common Social Media Platforms
for Shareholder Communications
Best Practices and Examp...
Social Media Overview

Photo: Fristle on Flickr
Keep It Simple
• Remember: It’s just a conversation
• We can either engage in the conversation with
our customer (or share...
Why Social Media Matters
• By the end of 2012, 67% of US Internet users
were on one or more social networking sites
• 49% ...
Why Implement Social Media?

•
•
•
•

Social media encourages dialogue
Technology drives greater transparency
Multiple cha...
Twitter Leads the Pack
• More than 1/3 of US public
companies use Twitter for IR
• Typical uses include
announcing news, s...
Primary Functions of Social Media
• Share – inform shareholders of services and
company news
• Listen – observe, analyze, ...
What Are Your Goals?
• Provide additional channels for shareholder
input and other potentially affected interests
• Increa...
Why Is Social Media Scary?
Someone could say something BAD about you!
Remember:
Social media
is not
an island.

Photo: lisbokt
Your website should be the hub of your
online communications
Social Media Brings Users To You!
Integrate Social with Web

From this …
Integrate Social with Web

… to this.
Things To Consider
•
•
•
•
•

Records retention
Legal issues/constraints
Transparency
Terms of use
Social media policies
Common Social Media Platforms
Facebook, Twitter, and YouTube
What Is Facebook?

• Social networking service that allows users
to connect to friends and businesses
• Share content, lin...
Facebook Stats
• Over 1.1 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Fac...
What Is Facebook?
Facebook Benefits
• Low cost
• Engage with fans of your page
• Fans receive your updates and can upload
comments, photos, ...
Facebook Benefits
• Can incorporate content from other social
media platforms
– Ex: blog posts, updates from Twitter, pict...
Facebook for Shareholder Comms
• Companies use Facebook to share the
following types of information to shareholders:
– Pre...
What Is Twitter?

• Free social networking and micro-blogging site
that allows users to send and read messages
known as “t...
Twitter Stats
• 500 million users
• 60% of active users use their mobile phone to
tweet
• Average number of followers per ...
What Is Twitter?
Twitter Benefits
•
•
•
•
•
•
•

Low cost
Speed of feedback
Potential reach of message
Customer engagement/service
Track wh...
Twitter for Shareholder Comms
• Companies use Twitter to share the following
types of information to shareholders:
– Indus...
What Is YouTube?

• Allows people to discover, watch, and share
originally-created videos
YouTube Stats
• More than 1 billion unique users visit YouTube
every month
• 100 hours of video are uploaded every minute
...
Best Practices and Examples
Share Information
Ask Questions
Be Helpful
Show, Don’t Tell
Integrate
Link To Website
Plan Content
Planning for Effective
Shareholder Communications
Shareholder Communications
=
Customer Communications
Traditional Communications

How do you currently
communicate with your
shareholders?
Social Media and the SEC
American companies can now post
important business information
onto social networks like Facebook...
Launching a Social Media
Communications Program
1. Planning
1. Planning
A. Determining marketing/communications goals
B. Creating a social media policy
C. Creating a social media ter...
2. Assessing Resources
2. Assessing Resources
A. Is there staff available?
B. Does the staff have the resources they need?
C. Does the staff have...
3. Developing Strategy
3. Developing Strategy
A.
B.
C.
D.
E.
F.

Who is the audience?
What are your key messages?
What is your tone of voice?
How...
4. Listening
4. Listening
A. What channels are your shareholders using?
B. What topics are meaningful to them?
C. How can you address t...
5. Training
5. Training
A. Train staff on initial social media tools
B. Involve them in the planning process
C. Keep staff current on ...
6. Creating Content
6. Creating Content
A.
B.
C.
D.

Develop and use a content calendar
Post frequently
Make content engaging and “likable”
En...
7. Measuring
7. Measuring
A. Create metrics that are tied to your goals
B. Track metrics over time
8. Adjusting
8. Adjusting
A. Review metrics and look for trends
B. Take action to improve results
Can I Help?

Call
Me!
Follow Me
Facebook.com/SarahTPageConsulting

Linkedin.com/in/sarahpage

@pagetx

Sarah Page, Principal
Sarah T. Page Consu...
Thank You!
Questions?
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
Communicating with Shareholders Using Social Media
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Communicating with Shareholders Using Social Media

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Presentation given to the Board of Directors of the Cherokee Water Company in Longview, TX on January 11, 2014.

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Communicating with Shareholders Using Social Media

  1. 1. Communicating with Shareholders Using Social Media Cherokee Water Company January 11, 2014
  2. 2. Get these slides here: : http://sarahtpage.com/Cherokee/
  3. 3. Agenda Social Media Overview Most Common Social Media Platforms for Shareholder Communications Best Practices and Examples Planning for Effective Shareholder/Customer Communications
  4. 4. Social Media Overview Photo: Fristle on Flickr
  5. 5. Keep It Simple • Remember: It’s just a conversation • We can either engage in the conversation with our customer (or shareholder), or they will have the conversation without us. Flickr: Search Engine People Blog
  6. 6. Why Social Media Matters • By the end of 2012, 67% of US Internet users were on one or more social networking sites • 49% of professional investors are reading blogs and 27% use YouTube • 3 out of 5 financial bloggers use Twitter as their primary news source • 52% of investors use social media as a part of their research process Source: Q4 Web Systems
  7. 7. Why Implement Social Media? • • • • Social media encourages dialogue Technology drives greater transparency Multiple channels reinforce the message Social media is a high ROI strategy Source: http: //www.brandchannel.com
  8. 8. Twitter Leads the Pack • More than 1/3 of US public companies use Twitter for IR • Typical uses include announcing news, such as corporate earnings • Helps drive traffic back to corporate website • Few companies use Twitter for value-added discussion or to engage audience in two-way dialogue Source: NIRI 2010 study
  9. 9. Primary Functions of Social Media • Share – inform shareholders of services and company news • Listen – observe, analyze, and understand what shareholders are discussing to improve services • Engage – respond, collaborate, and create with shareholder to improve services. Source: http: //www.howto.gov
  10. 10. What Are Your Goals? • Provide additional channels for shareholder input and other potentially affected interests • Increase the transparency of the Board’s decision-making process • Facilitate a sense of community • Reach new audiences with messages and information
  11. 11. Why Is Social Media Scary? Someone could say something BAD about you!
  12. 12. Remember: Social media is not an island. Photo: lisbokt
  13. 13. Your website should be the hub of your online communications
  14. 14. Social Media Brings Users To You!
  15. 15. Integrate Social with Web From this …
  16. 16. Integrate Social with Web … to this.
  17. 17. Things To Consider • • • • • Records retention Legal issues/constraints Transparency Terms of use Social media policies
  18. 18. Common Social Media Platforms Facebook, Twitter, and YouTube
  19. 19. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
  20. 20. Facebook Stats • Over 1.1 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC; expandedramblings.com
  21. 21. What Is Facebook?
  22. 22. Facebook Benefits • Low cost • Engage with fans of your page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in their friends’ streams
  23. 23. Facebook Benefits • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, pictures from Instagram, videos from YouTube, etc. • Targeted advertising opportunities (cheap too!)
  24. 24. Facebook for Shareholder Comms • Companies use Facebook to share the following types of information to shareholders: – Press releases – Financials – Annual reports – Corporate videos – Company/industry news – Media coverage – Event information Source: Q4 Web Systems
  25. 25. What Is Twitter? • Free social networking and micro-blogging site that allows users to send and read messages known as “tweets” • Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
  26. 26. Twitter Stats • 500 million users • 60% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Source: Linchpin SEO; expandedramblings.com
  27. 27. What Is Twitter?
  28. 28. Twitter Benefits • • • • • • • Low cost Speed of feedback Potential reach of message Customer engagement/service Track what people are saying about you Create buzz around upcoming events Promote the city and other content you create
  29. 29. Twitter for Shareholder Comms • Companies use Twitter to share the following types of information to shareholders: – Industry/company news – Photos and video broadcasts from conferences – Linking to reports and trade information – Live tweeting annual meetings – Engaging followings by asking direct questions to elicit discussion – Directing followers to other social media channels Source: Q4 Web Systems
  30. 30. What Is YouTube? • Allows people to discover, watch, and share originally-created videos
  31. 31. YouTube Stats • More than 1 billion unique users visit YouTube every month • 100 hours of video are uploaded every minute • 6+ billion hours of video are watched each month • YouTube reaches more adults ages 18-34 than any cable network Source: http://www.youtube.com/t/press_statistics
  32. 32. Best Practices and Examples
  33. 33. Share Information
  34. 34. Ask Questions
  35. 35. Be Helpful
  36. 36. Show, Don’t Tell
  37. 37. Integrate
  38. 38. Link To Website
  39. 39. Plan Content
  40. 40. Planning for Effective Shareholder Communications
  41. 41. Shareholder Communications = Customer Communications
  42. 42. Traditional Communications How do you currently communicate with your shareholders?
  43. 43. Social Media and the SEC American companies can now post important business information onto social networks like Facebook and Twitter, as long as investors are made aware of which sites they’re going to be posting to. April 2, 2013 Source: HootSuite
  44. 44. Launching a Social Media Communications Program
  45. 45. 1. Planning
  46. 46. 1. Planning A. Determining marketing/communications goals B. Creating a social media policy C. Creating a social media terms of use
  47. 47. 2. Assessing Resources
  48. 48. 2. Assessing Resources A. Is there staff available? B. Does the staff have the resources they need? C. Does the staff have the time to devote to making the program successful?
  49. 49. 3. Developing Strategy
  50. 50. 3. Developing Strategy A. B. C. D. E. F. Who is the audience? What are your key messages? What is your tone of voice? How often will you share it? Monitoring and moderating Content posting schedule
  51. 51. 4. Listening
  52. 52. 4. Listening A. What channels are your shareholders using? B. What topics are meaningful to them? C. How can you address their needs and concerns?
  53. 53. 5. Training
  54. 54. 5. Training A. Train staff on initial social media tools B. Involve them in the planning process C. Keep staff current on social media channels and trends
  55. 55. 6. Creating Content
  56. 56. 6. Creating Content A. B. C. D. Develop and use a content calendar Post frequently Make content engaging and “likable” Engage with fan base
  57. 57. 7. Measuring
  58. 58. 7. Measuring A. Create metrics that are tied to your goals B. Track metrics over time
  59. 59. 8. Adjusting
  60. 60. 8. Adjusting A. Review metrics and look for trends B. Take action to improve results
  61. 61. Can I Help? Call Me!
  62. 62. Follow Me Facebook.com/SarahTPageConsulting Linkedin.com/in/sarahpage @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
  63. 63. Thank You! Questions?
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