Investor Relations & Social Media - To Rethink is a Must


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Presentation held by Peter Einarsson, Sermo Consulting, at Oslo Børs (Stock Exchange), Norway, April 27th, 2010.

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Investor Relations & Social Media - To Rethink is a Must

  1. 1. ”If the news is that important it will find me” College student quoted in New York Times
  2. 2. Oslo Børs | Oslo | April 27th 2010 Investor Relations & Social Media To Rethink is a Must
  3. 3. Source: Baekdal,
  4. 4. Facts & Fictions
  5. 5. Belong to a Social Network Source: Universal Mccann International Social Media Research Wave 3,
  6. 6. Social Media is Inexpensive False. As Charlene Li (Altimeter / Forrester) said recently, social media trades media cost for labor cost. Done correctly, social media - even a simple reputation monitoring program - is a time intensive proposition that requires daily vigilance. Source: Convince & Convert,
  7. 7. Social Media is Fast False. Social media is by definition slow. Done correctly, social media is about developing meaningful relationships with customers and prospective customers in their natural habitat. That’s not a “wave the magic wand” scenario. You have to create content, be part of many communities, and proceed incrementally. Many successful social media programs take months (or even more than a year) to really germinate. Source: Convince & Convert,
  8. 8. Social Media Results Can’t be Measured False. Especially in comparison to many other communication programs like traditional PR, TV advertising, outdoor advertising and others, social media actually offers pretty solid metrics Source: Convince & Convert,
  9. 9. Social Media is Optional False. It doesn’t matter what the demographics of your customers are. It doesn’t matter what industry you’re in. Your customers and prospects are talking about you online. Your company needs to be part of that conversation. Today. Online is where many people do their talking, so that’s where you need to be. Source: Convince & Convert,
  10. 10. The Financial Figures
  11. 11. “85% of financial services professionals under 50 are utilizing social media, compared with half of their older counterparts.” Source: Ledermark,
  12. 12. “43% of institutional investors and sell-side analysts regularly read blogs for business information; 47%, however,have read information on a blog that prompted them to investigate an issue further and 20% have made an investment decision or recommendation after initially sourcing information from a blog.” Source: Brunswick Group,
  13. 13. “Retail investors aged 40 and older also rely on financial websites and blogs (47%) and financial print publications (41%) more than planners or advisors (39%), brokers (36%) and family (19%).” Source: Sharebuilder,
  14. 14. “89% of journalists use blogs, 65% use social networking sites, and 52% use microblogging sites — but reliability is a major concern.” Source: Cision,
  15. 15. The Age of Streams
  16. 16. ”Get ready! Ask yourself. Are you still trying to get journalists to write about your products? Are you still making websites? Is your social networking strategy to “get a Facebook Page”? ...or... Thomas Baekdal,
  17. 17. ...or... Are you making yourself a natural part of people's stream of information?” Thomas Baekdal,
  18. 18. The Googlization
  19. 19. "Search engines have a global active reach of 86% of all users” Source: Nielsen
  20. 20. Source: Google,
  21. 21. Source: Google Adwords,
  22. 22. Source: We are Social / Skype / Slideshare,
  23. 23. Source: We are Social / Skype / Slideshare,
  24. 24. Source: We are Social / Skype / Slideshare,
  25. 25. Source: We are Social / Skype / Slideshare,
  26. 26. Source: We are Social / Skype / Slideshare,
  27. 27. The New Corporate Site
  28. 28. The New Embassies
  29. 29. ”Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.” Brian Solis, Principal of FutureWorks, blog PR2.0
  30. 30. The Ambassadors
  31. 31. Source: Next Generation Internet,
  32. 32. Use the Force, don’t Fight it
  33. 33. Don’t Forget the Identity
  34. 34. Get Your Company Ready
  35. 35. Listen Create Participate Training & Tools Guidelines & Objectives
  36. 36. Kontaktuppgifter
  37. 37. to rethink is a must Sermo Consulting Sermo Consulting is a small niche agency with long and extensive experience in strategic and tactical guidance in online corporate communication. Sermo is working for listed and non listed companies, such as Color Line, Dell, Electrolux, SAS and Scania. Sermo has 16 consultants based in Oslo and Stockholm. Peter Einarsson, founding partner, online corporate communication strategist Mobile: +46 708 666 995 | E-mail: Twitter