By: Tom Allinder
tom@netgenpr.com
tom@intelligendo.com
tom@tomallinder.com

Define some Differences in Web 1.0
In this slide
and Web 2.0 with respect to application
show, I will
cover the
of IR…
following…
What differentiates IR 1.0 from IR 2.0
Define proper execution of IR 2.0 – my
opinion of course… you are welcome to
disagree or comment on anything I cover
here. In fact, I welcome feedback
positive and negative. If you can prove
me wrong, I will admit it and fix it. I don’t
have “feelings” to hurt or other
emotional baggage that inhibits my
creativity and learning…

In Web 1.0, the Companies
dictated the content and fed it to
the masses. There was no
conversation and the companies
thought they knew best… There
was limited interaction between
companies and their customers,
clients and investors…
The masses
The Company
Content
The “masses” were OK
with this; it is just the
way things were… for
a long time…

In the case of Investor
Relations, the Company and
their IR firm construct “The
Message” that is
subsequently sent to
investors and the investment
The Company community…
Investment Community
The Message
Investor Relations
But somewhere along
the line, the investment
community stopped
listening…

The shareholders became
irritated and displeased (or
really mad) with companies
that were not listening…
The Shareholders
*%#) YOU!!!
The Company
Negative Feedback
Boooo!
And the shareholders let
the company and anyone
I’m SELLING
else who might listen
this POS!!!
know how unhappy they
were.

In the new Web 2.0 world, one-way
communication has alienated your
shareholders (and made most of
them “former shareholders”…)
The “Former” Shareholders
The Company One-way communication
New thinking is required
on the part of company
management teams to fix
this problem…

Then along came
Web 2.0 and things
Web 2.0 began to change.
Web 2.0 is
“interactive” and
facilitates The People
“The People”
conversations.
People DEMAND to
have these
conversations…
The Company Conversation
The new Web 2.0 put the Management
of most Companies in a real jar of
pickles… Management that has not
learned quickly how to communicate
in this new world are being left
behind.

Companies would have to
learn to communicate with
the public- not just their
shareholders but,
customers, and clients too!
And, they will have to enter
this conversation as
PEOPLE and not just a
COMPANY…
The Company
Company Management teams are
people too. In order to thrive in the
Web 2.0 world, they will have to learn
to interact with customers, clients
and people that make up the
investment community; again NOT
as a COMPANY but
as INDIVIDUALS!
CEO COO CFO

Now, lets expand these Web 2.0
thoughts to
INVESTOR RELATIONS 2.0
Wall Street has lost credibility with the
public…
Too many scams and fraudulent activity has
soured people on “stocks”
Most company management teams are sitting
on their hands waiting for things to get better
(return to Web 1.0- which is never going to
happen…)
Tom, we are
waiting for
things to get
better… CEO
Ugghhhhh!

Waiting for things to get better, or “return
to normal” could have less than desirable
results for those companies not willing to
engage in Web/IR 2.0

Of people on the Web are
participating in Social Media of
some sort or extent- this means
about a BILLION people globally!
This number (75%) is
up from 56% in 2007!

The World of Communications, Information and Entertainment is Changing Rapidly
Fewer and fewer people
are watching network Newspapers are
television… becoming a thing
of the past…
And now, (especially
during the Holiday
season), we all need
one of these to empty
the junk mail from our
mailboxes!
Email has become a nightmare…

Some Companies, IR and
An actual Plan for IR 2.0 Promoters think “Social
is very comprehensive Media” is just a whole new set
and takes a significant
of “tools” to broadcast a
amount of time (about
message; in other words, using
5-8 weeks) to gain
Web 1.0 marketing with Web
traction.
2.0 platforms and tools…
UGH!
Social Media Tools

Here are some real
world examples of
using SM tools and has become the most abused platform
platforms the of them all. People are setting up accounts and
WRONG way. broadcasting information. Some are even setting up
multiple accounts with multiple “personalities” complete
with fake photo and carrying on conversations with
themselves. All they have done is move the message
boards and chat rooms to Twitter… People are smarter
today and this sort of activity is easy to figure out.
is also abused. People assemble groups,
invite people in under the guise of “having discussions”
about stocks. In reality, the organizers are just assembling
a list of people they can send their “messages” to. The
messages are the same as they have always been: “Get in
early; this stock is going to Rock!!!”
Again, this is nothing more than SPAM from a different platform…
Any positive effect will be short lived.

It doesn’t matter how you send
“the message”… People are
not listening to these
messages anymore.
In Web/IR 2.0 the dialog begins
by LISTENING!
Clients, customers, shareholders
Questions, sug
gestions, com
ments etc

Now, the management team in Web/IR 2.0
becomes real human beings (NOT JUST A
COMPANY) and listens first…
Clients, customers, shareholders
CEO
Questions,
suggestions,
comments etc
COO
CFO

Then a dialog develops between the
individuals at the Company and their
investors, their customers and clients!
Clients, customers, shareholders
CEO
Conversation
and
COO Communication
CFO We have a
TEAM and
everyone is
happy and
tickled pink!

Investor Relations 2.0 Plan
Identify Company strengths and
weaknesses
Content Development, Management, and
Marketing
Building the Brand of the Company
Social Media Platforms and Tools
Social Media Press Releases
Training for Company Management Team

In order to not get ahead of
myself, before the PLAN is
It sounds complex and it is…
actually constructed we need to
figure out exactly where the
client company stands with
respect to these items
A Brand Audit – a baseline for the company’s
sizzle in the marketplace (no, not the stock
market)
A Content Audit- For content planning; includes
keyword analysis and media inventory…
Social Media Audit- Social Media asset inventory
and some other stuff…
Web Presence- Website, SEO and social media
review…
These are just SOME of the items we
painstakingly research!

We do not use a “Shotgun”
approach…
Each Company is different…
So, the plan for each company
is different as well…
Marketing
Plan

Things to
understand about
Web/IR 2.0
Your Logo…
Customers,
Clients and
Shareholders…
Your Website…
Your Office
Building…
ARE YOUR
BRAND!!!
Are NOT
your Brand…

As mentioned before,
a real Web/IR 2.0
Campaign is far more
sophisticated than
putting together
messages and
broadcasting
(SPAMMING) them…
And it all starts with
understanding the
Many people think
inner workings of how
Google is just a
Google works!
search and
advertising engine…

Google is a Understanding Google algorithms with respect to
PLATFORM like no searches and marketing is the cornerstone of a Web/IR
other on the 2.0 campaign
planet…
Google has many tools (all free) that enable data
gathering, management, and organization
Creation of ORIGINAL content is another cornerstone of
Web/IR 2.0… by content, we are not talking about
company profiles but instead, the creation of content
that will cause people to think and respond
Web/IR 2.0 is about keywords and links; the way a
company gets traction in the new world is through
having a lot of inbound links and proper key-wording –
it takes significant research for each company in order
to accomplish this
Inbound links are the result of good content creation
and marketing; marketing is done in a passive way- it is
called permission based marketing; examples are SEO,
blogs, RSS and correct use of SM platforms and tools…
Interruption marketing is just the opposite; it is a
message pushed to an audience… examples are
email, fax, direct mail, Facebook messages
etc.

So what does an IR 2.0
Program/Campaign entail
anyhow?
A baseline measurement to see where the company stands
with regard to Google rankings, sentiment on SM platforms
and message boards, an inventory of current assets with
regard to content…
Using the baseline measurements, a strategy can be
developed to dramatically increase the company’s
“visibility” on the Web with regard to SERP through SEO,
content development and marketing, monitoring and
responding to individuals including those in the
investment community as well as prospective clients and
customers or even potential partners!
Reporting… A report is developed for the company “on
the fly” (dynamically) so that management teams can see
results as they are happening. This is one aspect that
was lacking in IR 1.0 – the only measurement companies
had to look at was their stock volume and price…

Though the actual “hands-on”
time and effort required by the
CEO Company Management Team
is very small compared to the
efforts on the part of the IR 2.0
team, 50% of the success of an
COO IR 2.0 Campaign rests with the
Company’s Management Team
and their designated
assistants
CFO

The Company must be willing to contribute their
own content… (blogs, videos, photos etc)
The Company must be transparent and open with
all of their communications…
The Company must present themselves as
individuals that are part of the management team.
The Company must be enthusiastically involved
in the process…

If you are not fired
with enthusiasm, you
will be fired with
enthusiasm!
Vince Lombardi

Web/IR 1.0 is
about promoting a
stock (or a ticker
symbol)
Web/IR 2.0 are all
of these… It is far
more about the
brand, the
shareholders, cus
tomers than it is
Brand
about a ticker Recognition
symbol or “stock”
CEO
Involved and happy
shareholders, clients,
The Company customers
CFO COO
Enthusiastic
Management Team

Summary
Understanding and utilizing Web/IR 2.0 first requires the
complete “unlearning” of old methods…
Web/IR 2.0 is more complex and is dynamic.
Web/IR 2.0 absolutely requires COMPANY PARTICIPATION
TO WORK
By it’s very nature IR 2.0 is directed at INVESTORS and not
traders.
Requires enthusiasm and persistence.
In the Web 2.0 world, A company’s brand is its
shareholders, customers and clients.

Thank you for viewing
this presentation!
Please comment, offer
constructive criticism
or share your ideas
with me!
Tom Allinder
tom@tomallinder.com
tom@netgenpr.com
tom@intelligendo.com