Digital Media Usage by the Investment Community


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Brunswick Group conducted a cross-Atlantic survey of more than 400 institutional investors in order to determine what influences their investment decisions. The survey also examines the role of digital media (blogs, social media, micro-blogging services, etc.) as an influencer behind buy and sell decisions.

Moderator/Lead Speaker:
Chris Ann Casaburri, Manager, Investor Relations
GFI Group

Jason Golz, CFA, Director
Brunswick Group

Rachelle Spero, Partner
Brunswick Group

Robert Williams, Vice President, Investor Relations
Dell Inc.

Published in: Economy & Finance, Business
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Digital Media Usage by the Investment Community

  1. 1. Analyst and Investor Survey: Use of Social and Digital Media<br />NIRI 2011<br />Abu Dhabi<br />Beijing<br />Berlin<br />BrusselsDallas/Fort Worth<br />Dubai<br />Frankfurt<br />Hong Kong<br />Johannesburg<br />London<br />Milan<br />Munich<br />New York<br />Paris<br />San Francisco<br />Stockholm<br />Vienna<br />Washington, D.C.<br />
  2. 2. Survey Methodology<br />Quantitative research with buy-side investors and sell-side analysts across Europe and the USA, designed to understand usage of Digital Media in the investment process<br /><ul><li>Online data collected between 21 July and 12 August 2010
  3. 3. Invitations sent to individuals sourced from Ipreo database, in USA and Europe. The following job titles were invited to participate:
  4. 4. Buy side: Analyst, Portfolio Manager, Portfolio Manager / Analyst, Director of Research, Research Associate
  5. 5. Sell side: Analyst, Director of Equity Research, Research Associate
  6. 6. Data from the 2010 survey has been weighted (in terms of country and respondent type) to allow accurate comparison to the 2009 survey</li></ul>| 1<br />6/14/2011<br />
  7. 7. Sources of Information<br />| 2<br />6/14/2011<br />
  8. 8. Information Sources<br />Respondents identified information direct from companies as the most influential factor in their investment decisions, which has increased in importance since last year. Real time subscription services and primary market research are the next most influential sources<br />TOP THREE INFORMATION SOURCES<br />TOP INFORMATION SOURCE<br />Q. Please rank the following information sources, in terms of how much they influence your investment decisions or recommendations. Base: All, 2010 (401), 2009 (448)<br />| 3<br />6/14/2011<br />
  9. 9. Information From Companies<br />In terms of information from companies, direct interaction with management was identified as the most influential. Regulatory filings, company news releases and conference calls are of secondary importance<br />TOP THREE INFORMATION SOURCES<br />TOP INFORMATION SOURCE<br />Q. Regarding information direct from companies, please rank the following in terms of how much they influence your investment decisions or recommendations? Base: All (401) <br />| 4<br />6/14/2011<br />
  10. 10. Changing Importance of Information<br />Real time subscription information services were cited by more than half of respondents as having become more important in their work over the past year. Online business media has also become more important, but to a lesser extent than in 2009<br />MORE IMPORTANT IN THE PAST YEAR<br />Q. Which, if any, of the following information sources have become more important to you in your job in the past year? Base: All, 2010 (401), 2009 (448)<br />| 5<br />6/14/2011<br />
  11. 11. Digital Media<br />| 6<br />6/14/2011<br />
  12. 12. Digital Media – As an Information Source<br />There has been little change in the use of blogs, message boards and other forms of Digital Media for following companies since 2009<br />POST INFORMATION<br />READ POSTINGS<br />n/a<br />Q. Do you read postings on the following for company or business information? Base: All, 2010 (401), 2009 (448)<br />Q. Do you post business or investment information in any of the following ways? Base: All, 2010 (401), 2009 (448)<br />| 7<br />6/14/2011<br />
  13. 13. Digital Media – Investment Decisions<br />Blogs have become increasingly influential over the past year in terms of prompting investors and analysts to investigate an issue. Message boards have declined in importance in this aspect, as has their influence on investment decisions<br />MADE AN INVESTMENT DECISION<br />PROMPTED TO INVESTIGATE AN ISSUE<br />Q. Have you ever read any information posted on a blog, micro-blogging service or social networking site that has prompted you to investigate an issue further for your work? Base: All, 2010 (401), 2009 (448) <br />Q. Have you ever made an investment decision or a recommendation after initially sourcing information from a blog, micro-blogging service or social networking site, which then lead you to conduct additional research? Base: All, 2010 (401), 2009 (448)<br />| 8<br />6/14/2011<br />
  14. 14. Digital Media – Future Importance<br />Investors’ and analysts’ views of the future importance of Digital Media in investment decisions has not changed over the past year. Three in five feel that it will play an increasingly important role in the future<br />Q. Do you think that Digital Media such as blogs, micro-blogging services or social networking sites will play an increasingly important role in investment decisions in the future? Base: All, 2010 (401), 2009 (448)<br />| 9<br />6/14/2011<br />
  15. 15. Key Takeaways<br /><ul><li>Never underestimate your direct influence on the investment community
  16. 16. Efficiently allocate resources - both time and financial
  17. 17. Focus on creating and delivering substantive, creative content leveraged across multiple IR channels</li></li></ul><li>Current Trends<br />| 11<br />6/14/2011<br />
  18. 18. What’s Trending Now?<br />
  19. 19. Past - United Breaks GuitarJuly 2009- August 2009<br />Shares climbed due to positive July airline traffic figures. UAL’s highly levered position coupled with rebounding demand and decreased fear of cash problems, positioned UAL to benefit significantly from the potential economic upturn. <br />UAL hit its weekly low at $3.07, down 7.25% from story breaking.<br />Close price prior to media storm was $3.31 on 7/2. Price dropped 1.81% to $3.25 day of story on 7/3.<br />Slight increase in trading volume day of media storm, price drops 1.8%, peers dropped between 0.1% to 3.4% pointing to negligible to no impact due to coverage.<br />
  20. 20. Present - Nestle-Greenpeace March - April 2010<br />NESN hit its weekly low at CHF51.55, down 1.88% from start of media storm.<br />Shares of NESN sold off following a shareholder meeting where management announced it wouldn’t try to increase its holdings in L’Oreal, but rebounded on better than expected earnings.<br />Close price day prior to media storm on 3/15 was CHF52.23, and climbed 0.55% to CHF52.52 day of event.<br />Trading volume spiked during the heaviest media coverage. Aside from the CSR damage, the company’s palm oil supply was uncertain after terminating its contract with Sinar Mas. <br />
  21. 21. Future<br />Increased Integration<br />Real-time Professional Insights<br />