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Delivering Digital IR

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Presentation from Black Sun's 'Delivering Digital IR' Seminar

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Delivering Digital IR

  1. 1. DELIVERING DIGITAL IR 17 June 2015
  2. 2. CHALLENGES OF DIGITAL IR 1
  3. 3. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 3 PLETHORA OF TARGET AUDIENCES AND THEIR DIVERSE NEEDS
  4. 4. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 4 MAKING YOURSELF HEARD IN A CROWDED MARKET
  5. 5. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 5 ARTICULATING YOUR INVESTMENT CASE CLEARLY
  6. 6. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 6 A MULTITUDE OF DIFFERENT CHANNELS
  7. 7. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 7 TO LIKE NOT TO LIKE? SOCIAL
  8. 8. © Black Sun Plc 2015 www.blacksunplc.com THE CHALLENGES OF DIGITAL IR 8 UNDERSTANDING THE COMPLEX WORLD OF DIGITAL
  9. 9. INVESTOR STORY HOW THE FTSE PERFORMS 2
  10. 10. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 10 Who you are PURPOSE GOVERNANCE PERFORMANCE INVESTMENT CASE What makes you unique Structure Board Committees & TOR StrategyKPIs Financials Risk management How you create value Share price Dividends ENGAGEMENT Calendar AGM
  11. 11. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 11 Who you are PURPOSE What makes you unique 100% 48% 59%
  12. 12. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 12 INVESTMENT CASE Strategy Risk management How you create value 44% 66% 31% 44%
  13. 13. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 13 GOVERNANCE Structure Board Committees & TOR 83%66% 100% 95%
  14. 14. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 14 PERFORMANCE KPIs 5 yr Financials Share price Dividends 82% 90% 33% 58%
  15. 15. © Black Sun Plc 2015 www.blacksunplc.com YOUR INVESTMENT STORY 15 ENGAGEMENT Calendar AGM 91% 79% 86%6 2% 96% 53% 51%66% Remind me Alerts
  16. 16. HOW COMPANIES ARE DELIVERING SOCIAL IR 3
  17. 17. © Black Sun Plc 2015 www.blacksunplc.com SOCIAL MEDIA ADOPTION 17 90% LinkedIn 57% Twitter 40% YouTube 31% Facebook 20% Google+ 95% of FTSE companies use social media for corporate communications
  18. 18. © Black Sun Plc 2015 www.blacksunplc.com • Is social media right for your IR? • What are your objectives for social media? • Which social channels are most suitable? • What would good look like in [6] months? BEFORE YOU START…. 18
  19. 19. © Black Sun Plc 2015 www.blacksunplc.com • Define your vision and objectives for social media • Select the social channels to achieve your objectives • Define your content and engagement strategy by channel • Select the most suitable listening and managing tools • Define your KPIs and reporting method • Establish governance, policies and processes DEFINING YOUR SOCIAL STRATEGY 19
  20. 20. © Black Sun Plc 2015 www.blacksunplc.com • Each has their own advantages or disadvantages – review a wide range to identify which meets your needs LISTENING AND MONITORING TOOLS 20
  21. 21. © Black Sun Plc 2015 www.blacksunplc.com EXAMPLES 21 Link back to webpage Simple #tag and link
  22. 22. © Black Sun Plc 2015 www.blacksunplc.com • Create rules and processes for engagement i.e. who can say what • Start to participate in conversations • Use influencers to facilitate conversations • Foster employee engagement through internal networks DRIVING ENGAGEMENT 22
  23. 23. © Black Sun Plc 2015 www.blacksunplc.com • Integrating social media feeds into the website • Promoting new content through social media to drive traffic to the website • Enabling visitors to share content – links and imagery • Incorporating discussions, forums and feedback to keep the site ‘living’ INTEGRATING SOCIAL AND WEBSITE 23 http://www.maersk.com/en/social
  24. 24. © Black Sun Plc 2015 www.blacksunplc.com EXAMPLES – ANGLOAMERICAN 24 Innovative #Tags #Tags and link to SlideShare presentation
  25. 25. © Black Sun Plc 2015 www.blacksunplc.com EXAMPLES - BP 25 Pre-registration for event, Twitter Q&A, pre-prepared content calendar, re-tweets from delegates and link to livestream
  26. 26. © Black Sun Plc 2015 www.blacksunplc.com • Adopting social because it’s there – rather than with purpose • Lack of planned content – leading to boring broadcasts • Siloed social activity - and not integrated with your website • Lack of executive support KEY BARRIERS TO SUCCESSFUL SOCIAL 26
  27. 27. © Black Sun Plc 2015 www.blacksunplc.com • Digital is a key channel for investor communications • Invest in telling your investment case through your website • Take ownership of the IR section – an active interest in the rest • Ensure consistency across your print (AR) and digital channels • Harness social media – but only if right for you DELIVERING DIGITAL IR 27

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