6. Your arena grows
Strategy and research
Websites Search Social media
(Onsite) (Offsite)
Intelligence
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7. Lack of control challenges our processes
Less or no control
Search Social media
Control
Websites
(Onsite) (Offsite)
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8. Social media challenges
The way we have to work in communications department
How “communication” and “business” work together
The way we view “spokespersons”
And it forces us to change our approach
Social media changes our communication from a publishing
focused to a relationship focused approach
From a few spokespersons to many ambassadors
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9. Question?
Who speaks for you in social media?
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14. Mission for Investor Relations
Build strong relationsships To promote the company
with equity story / Investment case
Shareholders ”Why should I invest in…”
Analysts A message made credible
Potential investors by facts and track record
Business journalists
”The equity story summarizes the business model,
corporate strategy, USPs and financials of a company, as
well as related risks and opportunities.”
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15. Traditional approach
Build relationsships through Publishing of content for the
one-on-one meetings broader audience
Roadshows Website has made this much
easier
Capital markets day
No communication with the
Etc
target group
Intense communication in
meetings and within the
relationsships
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16. Behaviour of target group
82% (79% last year) are permanently
online. The most frequent visitors
are journalists with 88% permanently
online
Over 70% of the respondents are
searching for information on a daily
basis. 91% of the stakeholders visit
corporate websites at least once a
week.
65% of respondents expect to find
real time information on corporate
websites
75% look to wikipedia and other
social websites for more corporate
information
Source: Brunswick, Study of behaviour of analysts and investors, September 2009
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28. What can we do?
Adopt content and Distribute the Listen to what our
optimize it for the content widely target groups are
intended use saying
Tactical activities
Respond faster to support First step towards
with content messages more active
engagement
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30. Quick sentiment during Q report
Example process for quarterly report
Individual
Report Phone conf Media
follow up by
released and webcast interviews
IRO
08:00 10:00 11:00 13:00
Quick Closing
Update Update
sentiment analysis
Opportunity to adapt the message during the day
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35. Our world is changing
Our key target group has grown rapidly without anyone
noticing
Serious bloggers affect the opinion of many others
Reactions to products and solutions are much quicker than
before
Consumers and users has a large share of voice
It is totally transparent - globally
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36. SEB Group
News section that combines all
their activities in different
media
Content provided to users
under creative commons
license instead of “all rights
reserved”
Experts within the organisation
acts as spokespersons
http://newsroom.sebgroup.com
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37. Some things you have to do
Number of spokespersons
Reacting to criticism
Support and reach out to your ambassadors
Efficient distribution needed
Press release is no longer enough
All content should be pushed
Format needs to be adopted to who is the intended user and where
they are supposed to consume it (website, google news, mobile,
twitter etc).
Listen and act!
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39. Drivers for communication and HR
Social media is where our target group is
Talent squeeze will become a reality during next boom in the
economy
Long term employer branding needed for most European
companies in order to stay competitive
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41. Cisco - In social media
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42. Summary
Our space has become much larger and gives us more tools
and opportunities
We can use these for our purposes
We have to change the way we do our work
We must start listen before we act
Don’t hesitate to act
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43. Thank you
Staffan Lindgren
staffan.lindgren@halvarsson.se
Telephone +46 8 407 22 12 | +44 20 3286 0112
Twitter: http://twitter.com/staffanlindgren
Linkedin: http://se.linkedin.com/in/staffanlindgren
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