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Q4 Research: Public company use of social media for IR - Part 1 Twitter & StockTwits

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Get the ebook to gain access to the whitepaper where you'll learn: …

Get the ebook to gain access to the whitepaper where you'll learn:

- The merits of re-sourcing, cross-posting and directing followers to content on other platforms.
- How companies are becoming more targeted in their social media use, dedicating Twitter feeds to different audiences.
- The benefits of having a social media summary page on your corporate website.
- Best practices for using StockTwits in your IR communications practices.
- How social media use for IR can increase transparency and expand the breadth and depth of engagement with investors.

Published in: Social Media, Technology, Business
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  • 1. Summary Presentation: Download Complete Whitepaper June 2012
  • 2. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Why Social Media Matters For Investor Relations • Social media has become one of the key methods for companies to engage in discussion, share information, and connect with their audiences. • The number of users communicating on social media platforms is also compelling; over 900 million on Facebook, 555 million users of Twitter and over 150 million people on LinkedIn1. • Research shows that: – 49% of professional investors are reading blogs and 27% use YouTube2 – 3 out of 5 financial bloggers use Twitter as their primary news source3 – 63% of institutional investors believe social media will become increasingly important to them4 Sources: 1. All Twitter Blog (Mediabistro), 2012 | 2. Rivel Research, 2010 | 3. Financial Media Conference, 2011 | 4. Brunswick Group, 2009 Download Complete Whitepaper
  • 3. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Overall Social Media Findings Download Complete Whitepaper • Q4 performs year over year reviews of social media is used for Investor Relations by the companies in our sample. Our findings in 2012 reveal: – slight increases in Twitter and Facebook use – significant increases in use of SlideShare and corporate blogs • Our study includes some new measurements for 2012: – 64% of companies are listed on StockTwits – 65% of companies have their social media links on their corporate website – 32% of companies have a social media summary page to help users find the appropriate feed or page
  • 4. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides 2012 Research Sample Download Complete Whitepaper Q4 Web Systems’ research sample size for social media research has grown from 80 public companies in 2009 to a total of 807 in 2012. Airline, 16 Automotive, 12 Consumer Goods, 114 Exchanges, 4 Financial Services, 67 Industrial goods/Basic materials, 67 Media, 8 Natural Resources, 134 Pharma/Healthca re/Biotech, 43 Real Estate, 13 Services, 120 Technology, 139 Telecommunicati ons, 30 Utilities, 40 Companies Included in Study by Sector
  • 5. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Twitter Download Complete Whitepaper • Twitter has the highest usage rates for IR of all the social media platforms. – Twitter has over 550 million users, and is available in 28 languages – The average number of tweets per day is well over 50 million, with an average of 182 million monthly visitors to their website. – 74% of Twitter users are between ages 26-54
  • 6. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Twitter For Investor Relations • Q4’s 2012 sample shows that 98% of companies have a Twitter account. Of these, 63% use Twitter for Investor Relations, pretty much on par with our 2011 statistics. – By Sector – Top three sectors using Twitter for IR are Exchanges, Natural Resources, and Technology, followed very closely by Industrial Goods/Basic Materials. – By Region - North American companies (US and Canada) in our sample significantly outpaced the rest of the world, with European companies (led by the UK and Germany) as the next highest. – By Market Capitalization – Small and Large cap companies were virtually neck and neck in their use of Twitter for IR (37 and 36 percent, respectively). Medium cap came in a close third place. Download Complete Whitepaper
  • 7. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Twitter Usage and Content • Twitter is the most popular social media channel used by public companies to share Investor Relations material. • Companies use Twitter to share materials, providing consumers and investors with information about their organization, their industry and their markets. – Commonly shared information includes: press releases, corporate social responsibility updates, quarterly financial releases, annual reports, corporate videos, interviews, media coverage and information on conferences – Related industry news content and market/analyst commentary is increasing in popularity – More companies are experimenting with the practice of live-tweeting of earnings calls and AGMs Download Complete Whitepaper
  • 8. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Twitter Best Practices 1. Sharing industry and sector news/media coverage 2. Providing photos and videos broadcast from conferences 3. Linking to analyst reports and trade information 4. Sharing corporate/company news 5. Enhanced quarterly reporting practices 6. Live-tweeting annual meetings or analyst/investor days 7. Proactively engaging followers with direct questions to stimulate discussions 8. Directing followers to other social media channels they are using Download Complete Whitepaper
  • 9. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 1. Sharing industry and sector news/media coverage (traditional news outlets, financial and industry blog content, etc.) Download Complete Whitepaper https://twitter.com/Novozymes/status/177558022019756032 Novozymes, for instance, shared a news announcement regarding new government funding for initiatives in their industry. A development of this kind could greatly impact the fortunes of a biofuel company like Novozymes, and would be of keen interest to shareholders or prospective investors.
  • 10. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 2. Providing photos and videos broadcast from conferences Download Complete Whitepaper https://twitter.com/ittcorp/status/198099598231863296 Companies are also providing more than a link to the press release announcing an upcoming conference. In the ITT Corporation example (left), they’ve augmented the tweet with a picture of their conference exhibit booth, showing off their latest technologies at the Offshore Technology Conference.
  • 11. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 3. Linking to analyst reports and trade information Download Complete Whitepaper http://www.twitter.com/germantrader71/status/202333130034642944 Many companies are also using Twitter to share information that is not technically considered “material,” but nonetheless could be deemed important for shareholders, such as analyst coverage and trade information. For instance, we frequently see companies posting tweets regarding Moody’s or Standard & Poors ratings, like CIT Group’s tweet (top left). Another example is from Jabil Circuit Inc., who monitor analyst commentary on its stock, and retweets information and announcements to its own Twitter feed (bottom left). http://twitter.com/citgroup/status/170245927041380352
  • 12. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 4. Sharing corporate/company news (new products, press releases, corporate social responsibility information, new IR tools and apps, etc.) Download Complete Whitepaper http://twitter.com/ACE_Group/status/155505952316080128 Many public companies are also providing links to other news on their Twitter feed that investors might find interesting, like news on corporate social responsibility practices, awards won, external recognition received. Often the news is not material to investors, but can provide a great deal of context around the company, its market, and its practices. In this example (right), ACE Group tweets the press release on a recent acquisition.
  • 13. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 5. Enhanced quarterly reporting practices (eliciting questions in advance of the call, including disclaimers during the live-tweeting session) Download Complete Whitepaper http://twitter.com/NISSAN_GLOBAL/status/200821282118447105 A common piece of investor-related information that companies share on Twitter relates to the quarterly conference call. Many companies tweet details for accessing the call or webcast, as well as the quarterly financial release that typically includes the financial tables, etc. Nissan’s 2011 fiscal yearend press conference is a great example. First, they tweeted the announcement of the live streaming (through Ustream) the event (right). Then, they tweeted over 30 separate posts on highlights, CEO quotes, 2012 plans, and financial markets commentary. Nissan then tweeted an announcement that the press conference was at an end, and then a link to a YouTube video of their CEO providing commentary and context about the 2011 yearend results.
  • 14. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 6. Live-tweeting annual meetings or analyst/investor days Download Complete Whitepaper http://twitter.com/arcresources/status/202496175885131776 Arc Resources is a great example (left). They recently live-tweeted their Annual Meeting using StockTwits’ platform (with some tweets on Twitter). They tweeted the time, date and link to the live feed, and directly following that, provided a link for a webcast. In the two weeks leading up to the AGM, they tweeted resource materials for review (onlineAnnual Report, a press release outlining Q1 2012 results, and a video update from their COO). On the date of the Annual Meeting, their StockTwits feed had over 15 tweets, and the official Twitter feed by comparison, had 5 tweets, providing just the AGM highlights. As companies become more comfortable sharing their financial information and subsequently live-tweeting their earnings calls, we are seeing companies extend both of these practices to their annual meetings and investor/analyst days materials.
  • 15. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 7. Proactively engaging followers with direct questions to stimulate discussions Download Complete Whitepaper https://twitter.com/Fiserv/status/200223755430137856 Another way companies are using Twitter is to help engage those people following their feed with questions or offers. It gives followers (especially shareholders) a sense that they are “in the know,” part of the discussion, that the company is listening. It also provides transparency – they can see the call for questions, see the questions come up, and see them fielded by Executives during the meeting. Fiserv (right) recently solicited questions from followers about the housing market to field with leading American Economist David Stiff.
  • 16. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Best Practices 8. Directing followers to other social media channels they are using (cross posting of content, raising awareness of new channels and feeds, etc.) Download Complete Whitepaper https://twitter.com/ErsteGroupIR/status/174759135299125248 Many companies continue to link from Twitter to their blogs or other social channels such as Facebook, YouTube and SlideShare. This latest batch of research continues to support this trend. Jabil (left) announces a new dedicated Twitter feed for Healthcare & Life Sciences topics. https://twitter.com/JabilCircuitInc/status/195255465872076800 Similarly, Erste Group posted several tweets during the 2011 yearend results conference call, and then tweeted this post (right), directing followers to their SlideShare account for a presentation copy of the results and a great deal more information, including detailed breakdowns of the results and contacts.
  • 17. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Twitter Engagement • Q4 also examined engagement practices of companies, how they are interacting and engaging in conversation with visitors on Twitter. • 2012 engagement remains at the level of 2011 (measured through companies’ use of “replies,” “retweets,” and “#hashtags”). • Engagement percentages have remained consistent, but level of sophistication has risen. • Increased engagement with visitors can: – show the company as responsive, adding to their credibility – show that the company regularly monitors their social channels, providing another source of quick, reliable information Download Complete Whitepaper
  • 18. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides StockTwits • StockTwits is a social media platform that allows the investor community to share real-time information and ideas, discover relevant content, and connect with a global network of financial influencers. • Well integrated with Twitter, StockTwits is used by more than 150,000 investors, market professionals and public companies to share information – whose feeds are viewed by an audience of over 40 million. • According to Q4 research, a full 64% of companies in our sample have a presence on StockTwits. Download Complete Whitepaper
  • 19. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides StockTwits Best Practices • Some of the Best Practices identified for StockTwits include: – Appending $TICKER – Appending Tweets with Unique #Hashtag – Live-tweeting Earnings Calls – Posting Earnings Q&A – Virtual Investor Days – Including Disclaimers & Safe Harbors – Augmenting News Distribution – Publicizing Upcoming Events – Highlighting Videos and Presentations – Sharing Annual Report Download Complete Whitepaper
  • 20. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Compelling Reasons To Use Twitter for IR • Twitter has a significant number of users – well over 550 million worldwide. • By far, Twitter has the highest rates of usage rates of all the social media platforms for Investor Relations purposes. An increasing number of companies are incorporating the use of StockTwits by including their $TICKER symbol. • There is an increased sophistication in many companies’ Twitter use (better targeted, more pertinent, higher volume of announcements, and more integrated with other social media platforms with re- sourcing and cross-posting). • Evidence continues to support the fact that many public companies see value in using social media to increase awareness and engage with key constituents. Download Complete Whitepaper
  • 21. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Download and learn: – Best practices for live-tweeting quarterly conference calls, analyst/investor days and annual meetings – How your peers are using Twitter to elicit questions in advance of an earnings call or annual meeting – Tactics to proactively engage followers to stimulate discussions – Innovative ways to share content from conferences and industry-related news/media coverage – How StockTwits is emerging as a viable social channel that public companies are using to share their financial information and corporate news in real-time – How to effectively integrate Twitter and other social media with your IR website Download the Complete Whitepaper Now!! Download Complete Whitepaper Get Your Free Whitepaper Today
  • 22. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides About Q4 Web Systems Q4 is the the leader in corporate websites and social media solutions for public companies. Hundreds of IR professionals rely on Q4 for their IR website, social media and mobile applications. Using Q4, public companies of all sizes increase awareness, reduce risk and build better relationships with their investors. Through active best practice research, Q4 has earned a position at the forefront of the investor relations market, sharing knowledge through webinars, whitepapers and articles on on http://www.q4blog.com/.For more information, please email sales@q4websystems.com or contact us toll free at 1- 877-426-7829. Download Complete Whitepaper
  • 23. Q4 Whitepaper: Public Company Use of Social Media for IR – Part 1: Twitter and StockTwits - Summary Slides Visit Us Online • Web: www.q4websystems.com • Blog: www.q4blog.com • Twitter: www.twitter.com/q4websystems • Facebook: www.facebook.com/q4websystems Download Complete Whitepaper

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