0
Summary Presentation: Download Complete Whitepaper

December 2013
Why Social Media Matters For Investor Relations
• The statistics on social media use continue to be very compelling:
– By ...
Overall Social Media Findings
• Q4 performs year over year reviews of how social media is used for
Investor Relations by t...
2013 Research Sample
Q4 Web Systems’ research sample size for social media research has
grown from 80 public companies in ...
Corporate Blogs
•

Corporate blogs fill a niche that other social media formats do not. Rather
than being simply a broadca...
Corporate Blogs for Investor Relations
• Q4’s 2013 sample shows that 38% of companies have a corporate
blog. Of these, 32%...
Corporate Blog Usage and Content
•

Blogs can be used to share written and visual materials to provide
information, links,...
Best Practices
• Providing insight and commentary to news, industry developments
and the company.
• Using the blog to soli...
Case Study: UCB
UCB incorporates many best practices in their corporate blog use.
UCB has chosen to incorporate their blog...
Case Study: UCB (cont.)
UCB also uses best practices when it comes to
identifying blog authors. For example, in the R&D
se...
Case Study: UCB (cont.)

This example from the Partners
category, shows how readers can very
easily identify the author of...
Case Study: UCB (cont.)

UCB also does a great job of organizing their corporate blog to make content easier to find.
They...
Case Study: UCB (cont.)

UCB had previously solicited feedback from users on its
annual report, and Witte takes the time t...
Compelling Reasons To Use Corporate Blogs for IR
• As of 2009, half of professional investors read corporate blogs. With
t...
Get Your Free Whitepaper Today
Download and learn:
•

•
•
•
•

How your peers are using corporate blogs to interact and en...
About Q4 Web Systems
Q4 is the the leader in corporate websites and social media solutions
for public companies. Hundreds ...
Visit Us Online
• Web: www.q4websystems.com
• Blog: www.q4blog.com
• Twitter: www.twitter.com/q4websystems

• Facebook: ww...
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Q4 2013 Research: Public Company use of social media for IR - Part 4: Corporate Blogs

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On December 5, 2013, we released our fourth and final paper of 2013 in the series on social media use for Investor Relations. This time around we examined how public companies are making use of corporate blogs.

The findings show an upward trend: Growing 5% since last year, a full 38% of public companies now use a corporate blog, and 32% use them for Investor Relations purposes, up a significant 14% from our 2012 study (and a whopping 22% from two years ago).

Get the FREE ebook to gain access to the complete whitepaper and you'll learn:

• Providing insight and commentary to news, industry developments and the company.
• Using the blog to solicit questions from shareholders in advance of company events.
• Posting videos and photographs to provide additional context.
• Providing a “Discussions or Commenting Policy.”
• Adding a bio and/or avatar of the main contributor(s) to the blog.
• Emulating the look and feel of the corporate website, and linking to other social media tools.

Published in: Social Media, Technology, Business
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Transcript of "Q4 2013 Research: Public Company use of social media for IR - Part 4: Corporate Blogs"

  1. 1. Summary Presentation: Download Complete Whitepaper December 2013
  2. 2. Why Social Media Matters For Investor Relations • The statistics on social media use continue to be very compelling: – By the end of 2012, 67% of US Internet users were on one or more social networking sites. – One in four people worldwide will use social networks in 2013. – Internet use (especially on mobile devices) is experiencing rapid growth, with 27% of internet time in the US being spent on social networking sites. • Research shows that: – 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 institutional investors use social media as part of their research process, and 63% of institutional investors believe social media will become increasingly important to them. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  3. 3. Overall Social Media Findings • Q4 performs year over year reviews of how social media is used for Investor Relations by the companies in our sample. Our findings in 2013 reveal: – significant growth in Twitter, YouTube, and corporate blogs for IR. – increases in use of Facebook, SlideShare and StockTwits. • Our study includes some new measurements for 2013: – – – – 50% of companies have a Google+ account. 11% of companies have a Pinterest account. 10% of companies offer a mobile IR application. 10% of companies provide a mobile IR website. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  4. 4. 2013 Research Sample Q4 Web Systems’ research sample size for social media research has grown from 80 public companies in 2009 to a total of 890 in 2013. Companies Included in Study by Sector Utilities, 49 Airline, 16 Automotive, 17 Telecommunicatio ns, 39 Consumer Goods, 119 Technology, 141 Exchanges, 4 Financial Services, 78 Services, 127 Industrial goods/Basic materials, 76 Media, 13 Real Estate, 15 Pharma/Healthcar e/Biotech, 52 Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Natural Resources, 144 Download Complete Whitepaper
  5. 5. Corporate Blogs • Corporate blogs fill a niche that other social media formats do not. Rather than being simply a broadcast tool, blogs provide a forum for longer form content than other tools - opinion, analysis, and insight. – In an average day, 1.8 million blog posts are written. – 77% of Internet users read blogs. – Corporate blog use is on the upswing: the University of Massachusetts (Dartmouth) Center for Marketing Research indicates 28% of Fortune 500 companies hosted a corporate blog in 2012, up 5% from the previous year. – Blogs generate more inbound links for companies, and 61% of US consumers have made a purchase based on a blog post. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  6. 6. Corporate Blogs for Investor Relations • Q4’s 2013 sample shows that 38% of companies have a corporate blog. Of these, 32% use it for Investor Relations, up 14% from our 2012 study. – By Sector – Top sector using blogs for IR is Technology, followed by Natural Resources and the Services sectors. – By Region - North American companies (US and Canada) in our sample significantly outpaced the rest of the world, with Germany and Other Europe as the next highest. – By Market Capitalization – Large cap companies are leading in use of blogs for IR, with Small cap and Medium cap following behind at second and third place. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  7. 7. Corporate Blog Usage and Content • Blogs can be used to share written and visual materials to provide information, links, commentary and opinion to consumers and investors about the company, their industry and the markets. • Corporate blogs are a significantly longer form content vehicle. • Blogs have lower corporate usage rates than other social media tools, often due to a need for a sustained effort (content generation, etc.) on the part of the company. • Blogs fill a unique niche in the social media landscape, and are perceived by readers to have the highest value of any platform for driving site traffic, brand awareness and lead generation. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  8. 8. Best Practices • Providing insight and commentary to news, industry developments and the company. • Using the blog to solicit questions from shareholders in advance of company events. • Posting videos and photographs to provide additional context. • Providing a “Discussions or Commenting Policy.” • Adding a bio and/or avatar of the main contributor(s) to the blog. • Emulating the look and feel of the corporate website, and linking to other social media tools. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  9. 9. Case Study: UCB UCB incorporates many best practices in their corporate blog use. UCB has chosen to incorporate their blog within their corporate website. This ensures brand and logo consistency because the header and footer for each web page remains the same. Users have a completely seamless experience. Website Corporate Blog Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  10. 10. Case Study: UCB (cont.) UCB also uses best practices when it comes to identifying blog authors. For example, in the R&D section, they show the author’s name, division, and geographical region: Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides In this post below, in the Investors category, they’ve identified Antje Witte from Investor Relations as the author, and as for all authors, have provided a picture. Download Complete Whitepaper
  11. 11. Case Study: UCB (cont.) This example from the Partners category, shows how readers can very easily identify the author of any post, and decide more quickly if the content will be something they want to explore. A post from the Public Relations department, for example, is going to be very different in content and focus from one written by someone in the Neurosciences department. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  12. 12. Case Study: UCB (cont.) UCB also does a great job of organizing their corporate blog to make content easier to find. They use “Read more” tabs to help readers scan more quickly through posts to find content they need. They also provide a variety of categories in the margin (above right), including one especially for Investors, to help direct visitors, and a Tag Cloud (above left) to narrow searches by keyword. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  13. 13. Case Study: UCB (cont.) UCB had previously solicited feedback from users on its annual report, and Witte takes the time to thank those who contributed (below). UCB offers content that provides readers with context around their business and industry. Rather than simply re-stating what is in their earnings press releases, UCB IR contributor Antje Witte gives results and reference links to earlier posts, and writes about what is contributing to their earnings results. Witte discusses their project and development pipeline, and their growth in emerging markets. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  14. 14. Compelling Reasons To Use Corporate Blogs for IR • As of 2009, half of professional investors read corporate blogs. With the release and adoption of tablet technology since 2010, that number has risen considerably. • Blogs generate more inbound links for companies, and 61% of US consumers have made a purchase based on a blog post. • Evidence continues to show that many public companies see value in using social media to increase awareness and engage with key constituents. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  15. 15. Get Your Free Whitepaper Today Download and learn: • • • • • How your peers are using corporate blogs to interact and engage with investors. What sectors, geographic regions and size of companies are leading the way in adoption. Innovative ways to use of video and presentations to provide the investor community more company and industry context. Best practices for organization, grouping, and consistent delivery of IR content on blogs. How these social media platforms can fit into your overall IR communications strategy. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  16. 16. 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 http://www.q4blog.com/. For more information, please email sales@q4websystems.com or contact us toll free at 1-877-426-7829. Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
  17. 17. Visit Us Online • Web: www.q4websystems.com • Blog: www.q4blog.com • Twitter: www.twitter.com/q4websystems • Facebook: www.facebook.com/q4websystems Q4 Whitepaper: Public Company Use of Social Media for IR Part 4: Corporate Blogs - Summary Slides Download Complete Whitepaper
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