The document outlines an agenda for a webinar on engaging investors with social media. The webinar will discuss why social media is important for reaching investors, how to measure social media effectiveness through consistency, content, and presence, and provide tips on developing consistency, improving content, growing social media presence, and complying with regulations. The webinar aims to help participants understand how to identify needs social media can meet and improve their social media effectiveness.

1. Engage Investors with
Social Media
W E B I N A R S E R I E S

2. © Peregrine Communications 2020. All rights reserved. 2
Agenda
1. Why is social media important?
2. How do we measure it?
3. Consistency is key
4. Content is king
5. Grow your presence
6. Social media compliance
Tom Wood
Creative Director
E N G A G E I N V E S T O R S W I T H S O C I A L M E D I A
Speakers
Kalli Vetrano
Account Manager
Alex Layzell-Payne
Digital Account Director
Laura Hedley
Digital Account Executive

3. © Peregrine Communications 2020. All rights reserved.
Goals
3
By the end of this webinar, you will:
• Know how to identify a requirement that social
media can meet
• Know how to measure social media
effectiveness
• Know how to improve social media
effectiveness
• Be aware of compliance requirements

4. © Peregrine Communications 2020. All rights reserved.
Why is social media important?
4
According to a study by Greenwich Associates on ‘The Role of Digital & Social Media in the
Investing Process’…
• 63% of institutional investors now consume social media while less than half regularly
consume finance-specific trade publications
• 68% of investors used social media to research asset management firms in 2018, up from
36% in their 2015 study
• LinkedIn was ranked as the best media source for distributing or commenting on market
updates, ahead of Bloomberg, CNBC, the FT, Forbes, Business Insider, The New York Times
and The Wall Street Journal
• 58% of the investors noted that information they learned via social media prompted them
to discuss it with their investment consultants
According to research by Putnam Investments:
• The median age of a new client gained through social media jumped to 40 from 35
• 92% who use social media for business say it has helped them gain new clients
Sifting through high volumes of content to access the most impactful and/or relevant
information is both challenging and time consuming. Platforms that help filter and personalize
content are therefore highly valued.

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How do we measure social media effectiveness?
Using our Peregrine IMC Diagnostic, we look at three
key factors which we believe hold the key to assessing
social media effectiveness:
1. Consistency
How often are you posting? Weekly? Twice a week?
Daily?
2. Content
What type of content are you posting? Links to your
own thought leadership, or simply a link through to
your website? Are you posting GIFs, videos or other
branded content?
3. Presence
How many platforms are you active on? How many
followers do you have? How engaged are your
audience?

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1. How to develop your consistency…
6
It’s easy enough to say you simply need to post every day,
however in order to do this, you will need to be organising a great
deal of content.
• Ensure there is a designated client contact to guarantee posts are
approved on time
• Put together a monthly content calendar (e.g. Monday.com)
• Use software tools to schedule posts (e.g. Hubspot)
• Look for relevant content (i.e. positive mentions) that you can repost
• Diarise key calendar events and keep an eye out for company
news/events
• Look for relevant content (i.e. positive mentions) that you can repost
• Review analytics to establish optimal platforms and time slots.
• Say something meaningful.

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2. How to improve your content…
7
‘Content is king’ when it comes to social media. This is where
most of your focus and time should be spent.
• Create specially designed visuals in the company’s style
(example here)
• Create campaigns around key events (example here)
• Engage with journalists/publications (example here)
• Design visuals to fit image specifications, and embrace new
formats (webinars, carousels etc.)

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2. How to improve your content…
8
‘Content is king’ when it comes to social media. This is where
most of your focus and time should be spent.
• Create content around company events (example here)
• Move with the times – create culturally relevant content
(example here)
• Create content around key milestones
• Include clear CTAs in posts – boost engagement
• Analyse post engagement to inform future strategy

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2. How to improve your content…
9
‘Content is king’ when it comes to social media. This is where
most of your focus and time should be spent.
• Utilise short videos/GIFs (example here)
• Produce thought leadership/educational content that links
back to your site
• Promote your team (example here)

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3. How to grow your presence…
10
When it comes to presence, not only do you have to
be on the platforms where your audience are, but in
order to look credible you have to build a significant
following.
• Setup accounts on all relevant platforms
• Run digital advertising campaigns
• Engage your employees
• Include social media icons on your site
• Run Follower Campaigns on Twitter and Sponsored
Content campaigns on LinkedIn
• Cross-promotion (i.e. posting a Vimeo/YouTube video on
your Twitter/LinkedIn)
• Engage in organic community building

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Think about what social media is…
11
… BAD AT
• Lengthy expositions – it becomes boring
(example here)
• Complex financial matters that require a great
deal of reflection and thought on the part of the
audience
… GOOD AT
• Opportunity for brands to communicate directly
with their audience
• It helps brands control their Google Page One
with ‘owned’ content
• It is a way to capture feedback
• Drive traffic to your site
• Advertising – highly targeted campaigns –
cheaper/more measurable than traditional
• Communicate authenticity and credibility
(example here)
• Control the message – you don’t have to rely on
the media to communicate your message – do it
yourself

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Compliance
12
• Compliance is everyone’s job – not just a compliance officer’s job.
• Have one person appointed who approves posts/content for each
channel
• Content should focus on culture, education & the team - not on the
financial products themselves
• Control your comments – turn them off if it’s a cause for concern.
• Social listening is also a big part of this – conversations, reactions
and posts need to be monitored
• In the USA? Posts must be archived for at least three years.

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Questions?

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peregrinecommunications.com
Tom Wood
Creative Director
+44 20 3040 0880
Anthony Payne
Chief Executive
+44 20 3178 6869
Thank you for attending
• We will send you a link to the recorded session
• Questions?
tom.wood@peregrinecommunications.com
alexander.layzell-payne@peregrinecommunications.com
kalli.vetrano@peregrinecommunications.com
laura.hedley@peregrinecommunications.com
© Peregrine Communications 2020. All rights reserved.
peregrinecommunications.com
Tom Wood
Creative Director
Alex Layzell-Payne
Digital Account Manager
Kalli Vetrano
Account Manager
Laura Hedley
Digital Account Executive