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Social media…

  Milan
  December 2, 2009




A KING Worldwide Company
from a corporate communications,
         investor relations and media relations
                       perspective




A ...
Why is social media important?




A KING Worldwide Company
Social media
 Not controllable
 Not organized
 Very influential




A KING Worldwide Company
Online corporate communication evolves




A KING Worldwide Company
Your arena grows
                              Strategy and research




                  Websites           Search      ...
Lack of control challenges our processes




                                                                Less or no co...
Social media challenges
 The way we have to work in communications department
 How “communication” and “business” work t...
Question?

           Who speaks for you in social media?




A KING Worldwide Company
A KING Worldwide Company
A KING Worldwide Company
Why is social media important?


                           It’s very influential


A KING Worldwide Company
Investor Relations




A KING Worldwide Company
Mission for Investor Relations

 Build strong relationsships            To promote the company
  with                   ...
Traditional approach
 Build relationsships through    Publishing of content for the
  one-on-one meetings              b...
Behaviour of target group
   82% (79% last year) are permanently
    online. The most frequent visitors
    are journalis...
A KING Worldwide Company
A KING Worldwide Company
A KING Worldwide Company
Specific Blogs & Portals




A KING Worldwide Company
Virtual AGM




2009-12-
03 | Worldwide Company
A KING
       21
Virtual AGM




2009-12-
03 | Worldwide Company
A KING
       22
Facebook




A KING Worldwide Company
Slideshare




A KING Worldwide Company
Twitter & Video




A KING Worldwide Company
Crowdsourcing during analyst conference




                           http://moderator.appspot.com/#15/e=d2b62&t=d4e75

A...
A KING Worldwide Company
What can we do?


  Adopt content and        Distribute the        Listen to what our
  optimize it for the      content w...
Examples
Adopt content and distribute it widely




A KING Worldwide Company
Quick sentiment during Q report
  Example process for quarterly report



                                                ...
Quick sentiment - Example




A KING Worldwide Company
The importance of search




                       75%

A KING Worldwide Company
A KING Worldwide Company
Press and media relations




A KING Worldwide Company
Our world is changing
 Our key target group has grown rapidly without anyone
  noticing
          Serious bloggers affec...
SEB Group
 News section that combines all
  their activities in different
  media
 Content provided to users
  under cre...
Some things you have to do
 Number of spokespersons
 Reacting to criticism
 Support and reach out to your ambassadors
...
Career and employer
  branding




A KING Worldwide Company
Drivers for communication and HR
 Social media is where our target group is
 Talent squeeze will become a reality during...
Ernst and Young – on site




A KING Worldwide Company
Cisco - In social media




A KING Worldwide Company
Summary
 Our space has become much larger and gives us more tools
  and opportunities
 We can use these for our purposes...
Thank you
                                        Staffan Lindgren


                                 staffan.lindgren@hal...
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H&H Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective 20091202

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Presentation from seminar about social media from a corporate communications, investor relations and press relations perspective.

Published in: Business, Technology

H&H Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective 20091202

  1. 1. Social media… Milan December 2, 2009 A KING Worldwide Company
  2. 2. from a corporate communications, investor relations and media relations perspective A KING Worldwide Company
  3. 3. Why is social media important? A KING Worldwide Company
  4. 4. Social media  Not controllable  Not organized  Very influential A KING Worldwide Company
  5. 5. Online corporate communication evolves A KING Worldwide Company
  6. 6. Your arena grows Strategy and research Websites Search Social media (Onsite) (Offsite) Intelligence A KING Worldwide Company
  7. 7. Lack of control challenges our processes Less or no control Search Social media Control Websites (Onsite) (Offsite) A KING Worldwide Company
  8. 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 A KING Worldwide Company
  9. 9. Question? Who speaks for you in social media? A KING Worldwide Company
  10. 10. A KING Worldwide Company
  11. 11. A KING Worldwide Company
  12. 12. Why is social media important? It’s very influential A KING Worldwide Company
  13. 13. Investor Relations A KING Worldwide Company
  14. 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.” A KING Worldwide Company
  15. 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 A KING Worldwide Company
  16. 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 A KING Worldwide Company
  17. 17. A KING Worldwide Company
  18. 18. A KING Worldwide Company
  19. 19. A KING Worldwide Company
  20. 20. Specific Blogs & Portals A KING Worldwide Company
  21. 21. Virtual AGM 2009-12- 03 | Worldwide Company A KING 21
  22. 22. Virtual AGM 2009-12- 03 | Worldwide Company A KING 22
  23. 23. Facebook A KING Worldwide Company
  24. 24. Slideshare A KING Worldwide Company
  25. 25. Twitter & Video A KING Worldwide Company
  26. 26. Crowdsourcing during analyst conference http://moderator.appspot.com/#15/e=d2b62&t=d4e75 A KING Worldwide Company
  27. 27. A KING Worldwide Company
  28. 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 A KING Worldwide Company
  29. 29. Examples Adopt content and distribute it widely A KING Worldwide Company
  30. 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 A KING Worldwide Company
  31. 31. Quick sentiment - Example A KING Worldwide Company
  32. 32. The importance of search 75% A KING Worldwide Company
  33. 33. A KING Worldwide Company
  34. 34. Press and media relations A KING Worldwide Company
  35. 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 A KING Worldwide Company
  36. 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 A KING Worldwide Company
  37. 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! A KING Worldwide Company
  38. 38. Career and employer branding A KING Worldwide Company
  39. 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 A KING Worldwide Company
  40. 40. Ernst and Young – on site A KING Worldwide Company
  41. 41. Cisco - In social media A KING Worldwide Company
  42. 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 A KING Worldwide Company
  43. 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 A KING Worldwide Company

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