Q4 2013 Research: Public Company use of social media and IR - part 1: Twitter

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This latest Q4 whitepaper on social media shows a continued increase in the number of companies using Twitter for Investor Relations - an increase of 9% over 2012 research. Evidence continues to support the fact that many public companies see value in using social media to increase awareness and engage with key constituents.

New findings show that IROs are increasingly Twitter-savvy, using strategic tweets to deftly drive traffic to their website, share their message, and leverage other social media channels in a coordinated and integrated strategy. We found more examples of live-tweeting and IR-dedicated Twitter feeds in 2013. And growth in retweets and the use of #hashtags display increased comfort levels and engagement with the platform.

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

• Best practices for live-tweeting quarterly conference calls, analyst/investor days and annual meetings.
• Effective tactics to better target and serve your IR audience.
• Innovative ways to share content from conferences and industry-related news/media coverage.
• How StockTwits has emerged as a viable social channel for sharing financial information and corporate news in real-time.
• How to effectively integrate Twitter and other social media with your IR website.

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Q4 2013 Research: Public Company use of social media and IR - part 1: Twitter

  1. 1. Summary Presentation: Download Complete Whitepaper August 2013
  2. 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 • 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. Download Complete Whitepaper
  3. 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 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.
  4. 4. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides 2013 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 890 in 2013. Airline, 16 Automotive, 17 Consumer Goods, 119 Exchanges, 4 Financial Services, 78 Industrial goods/Basic materials, 76 Media, 13 Natural Resources, 144 Pharma/Healthcar e/Biotech, 52 Real Estate, 15 Services, 127 Technology, 141 Telecommunicatio ns, 39 Utilities, 49 Companies Included in Study by Sector
  5. 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 registered account users, and 288 million monthly active users. – 21% of world’s Internet population is using Twitter on a monthly basis – and is the fastest growing social network. – The fastest growing demographic on Twitter is users aged 55 to 64, showing a 79% increase in 2012-13.
  6. 6. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Twitter For Investor Relations • Q4’s 2013 sample shows that 96% of companies have a Twitter account. Of these, 72% use Twitter for Investor Relations, up a significant 9% from our 2012 statistics. – By Sector – Top three sectors using Twitter for IR are Exchanges, Technology, and Natural Resources and Pharma/Healthcare/Biotech (tied for third place). – 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, Germany and France) as the next highest. – By Market Capitalization – Large cap companies are leading in use of Twitter for IR (41%), with Small cap and Medium cap following behind at second and third place. Download Complete Whitepaper
  7. 7. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Twitter Usage and Content • Companies use Twitter to share materials, providing consumers and investors with information about their organization, their industry and their markets. – 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. – We have also seen an increase in the number of companies maintaining a dedicated IR Twitter feed. Download Complete Whitepaper
  8. 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 9. Using a dedicated IR or a corporate news Twitter feed. Download Complete Whitepaper
  9. 9. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa Alcoa (https://twitter.com/Alcoa) has an active corporate Twitter feed, which incorporates many best practices. Download Complete Whitepaper Alcoa shares pertinent corporate, industry and sector information of interest to investors and analysts. An announcement about the closure of one of their operations (right), links followers to the appropriate press release.
  10. 10. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper This example (left) is a link to a Bloomberg News article from Alcoa, urging more transparency at the London Metal Exchange. Notice the various elements of the tweet: • They include their StockTwits $ticker - “$AA” - which will help group other messages related to their stock. • They use a #hashtag (#Aluminum) to further help to tag the tweet with other Aluminum news.
  11. 11. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper In this example below, they’ve retweeted a post by their CSO Kevin J. Anton on his own Twitter feed about Alcoa sustainability news.
  12. 12. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper Alcoa also does a great job of engaging their Twitter followers, and responding to enquiries. This tweet, for example, shows their responsiveness to a financial journalist. Alcoa replied to Jack Roberts’ inquiry within an hour.
  13. 13. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper Alcoa also announces quarterly results and annual meetings on Twitter, providing links to their corporate website with all the details for those interested to join in.
  14. 14. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper Linking to other social tools and platforms on Twitter is a great method of making followers aware of other ways they may want to access timely information. One example is their tweet (left) about mobile apps available for download. Similarly, Alcoa tweeted a link to its event-specific blog and video posts, alerting Twitter followers to other media available for them to read more about. They use a #hashtag to allow readers to simply click on “#PAS13” to see every tweet on Twitter that has that tag.
  15. 15. Q4 Whitepaper: Public Company Use of Social Media for IR Part 1: Twitter and StockTwits - Summary Slides Case Study: Alcoa (cont.) Download Complete Whitepaper Alcoa is also prolific in its live- tweeting practices, providing over a dozen tweets during their most recent, hour-long earnings results webcast on July 8, 2013. They ensured that their StockTwits $ticker was included in each post, providing CEO quotes and financial results as they were broadcast. Alcoa also responded to a request generated on their StockTwits feed about the webcast transcript (right).
  16. 16. 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. • 2013 engagement levels have changed over the last year, revealing many companies’ increased level of sophistication in their use of the platform: – @replies use is down 8% – retweets use is up 5% – #hashtags use has significantly increased to 81% (up 25%) • 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
  17. 17. 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 66% of companies in our sample have a presence on StockTwits (up 2% from our 2012 study). Download Complete Whitepaper
  18. 18. 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
  19. 19. 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 – and continues to show impressive growth. • By far, Twitter has the highest rates of usage rates of all the social media platforms for Investor Relations purposes. • There is an increased sophistication in many companies’ Twitter use (better targeted, more pertinent, IR-dedicated, 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
  20. 20. 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. – Effective tactics to better target and serve your IR audience. – Innovative ways to share content from conferences and industry-related news/media coverage. – How StockTwits has emerged 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 Complete Whitepaper Get Your Free Whitepaper Today
  21. 21. 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
  22. 22. 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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