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ARE SOCIAL MEDIA
THE THING IN IR?
DIRF-DAGEN 2010LARS SANDSTRØMHEAD OF ANALYSIS & STRATEGY
7 BIG QUESTIONS
1 What am I wondering about . . . ?
2 Where is online communications moving?
3 Are (listed) companies talking on social media?
4 Are the investor community listening – and acting?
5 Which media are available – and actually being used?5 Which media are available – and actually being used?
6 Who might inspire you?
7 What do you need to consider to go forward?
Q 1
What am I wondering about . . . ?
WHAT AM I WONDERING ABOUT. . . ?
Why should investors want to to follow
What are you able to do on social mediathat you can not do on a traditional corporate web?
Are anyone following and listening to companieson social media?
Why should investors want to to followcompanies on social media?
Are companies’ talk on social media really an invitationto dialogue or is it just considered another broadcasting channel?
Are investors and analysts at all interested in an open and transparentdialogue that all other stakeholders are able to follow - and act form?
Q 2
Where is online communications moving?
WHERE IS ONLINE COMMUNICATIONS MOVING?
Web users are getting involved in web as ”developers”,content provideres and debaters
Communication is taking placeon mobile plaforms
Visits and interaction have gonefrom marketing and corporate sites
to news and social media.
YOUR COMPANY?
Niche and interest based peer to peer networksand communities are gaining ground
Your stakeholders are blogging,commenting and rating
your communication, products and services
Web developers and usersare utilising apps, widgetsand feeds on their own or onsocial media
Video and sound is in- Text are out
Q 3
Are (listed) companies talkingon social media?on social media?
SOME STATISTICS
93%LinkedIn
Social media used by FORTUNE 500 US
65%Twitter
37% 10%
Public Company Use ofSocial Media for Investor Relations
Q4 Websystems, July 2010
37%Facebook
29%YouTube
10%Corporate blog
A FEW BIG EXAMPLES
FROM THE STATES
7,485 tweets1.75 followersd
2,101 tweets1.69 followersd
4,963 tweets843.000 followersd
WHAT ABOUT BIG NORDIC COMPANIES?WHAT ABOUT BIG NORDIC COMPANIES?
22 followers0 tweetsd
45 followers0 tweetsd
39 followers0 tweetsd
51 followers0 tweetsd
45,546 followers513 tweetsd
1,715 followers145 tweetsd
4,761 followers1,196 tweetsd
3,585 followers311 tweetsd
Q 4
Are the investor community listening- and acting?- and acting?
1 / 10 / 89
Create
Participate
1 %
10 % Participate
Enjoy
10 %
89 %Church of the Customer Blog, May 2006
FOLLOWERS ON CORPORATE TWITTER PROFILES
Roche 4,586 followers
eBay 4,638 followers
Syngenta 1,724 followers
Procter & Gamble 5,166 followers
NCR Corporation 1.800 followers
Saxo Bank 4,700 followers
NCC 507 followers
eBay 4,638 followers
BASF 480 followers
WHAT ARE INVESTORS SAYING?
85% of investor professionals under the age of 50
are using social mediaLedermark Communications
58% of institutionel investors and analysts in the
US and Europe think new media has an increasing
(betydning) to their investment decisions.Brunswick Group
Q 5
Which media are available- and are actually being used?- and are actually being used?
Do you really want to engageyourself in a reel, open andtransparent dialogue?transparent dialogue?
One way or two way?
ONE WAY TWO WAY
Issuesmgt. sites
Facebookfan pageTwitter Debate forums
Broadcastingchannels
ONE WAY TWO WAYINFORMATION INTERACTION
CEO and Marketing Blogs
Peer-to-peernetworks
YouTubeFlickrSlideshare
Q 6
Are the investor community listening- and acting?- and acting?
EXAMPLE 1 JYSKE BANK
Broadcasting channel
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 2 CATERPILLAR
YouTube
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 3 BP
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 4 GENERAL MOTORS
CEO and Marketing blog
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 5 DELL
Investor-blog
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 6 TVI PACIFIC
ONE WAY TWO WAYINFORMATION INTERACTION
Facebook investor-site
EXAMPLE 7 IR 2.0 GROUP
Peer-to-peerIR Group on LinkedIn
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 8 SAS
Issues Management
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 9 CHEVRON TEXACO
Discussion forum
ONE WAY TWO WAYINFORMATION INTERACTION
EXAMPLE 9 CHEVRON TEXACO
Discussion forum
ONE WAY TWO WAYINFORMATION INTERACTION
Q 7
What do you need to considerto go forward?to go forward?
Think
start smallstart small
IRO’S ROLE ON SOCIALE MEDIA
ENJOY (LISTEN)
SKABEPARTICIPATE
E.g. using google alerts
E.g. sign up for peer-to-peer networks on LinkedIn
CREATE
SKABEPARTICIPATE E.g. sign up for peer-to-peer networks on LinkedIn
E.g. create a twitter profile for corporate news
CONSIDERATIONS
. . . on the way to a social media strategy
What is your business on social mediabroadcasting, interaction, get ideas, share knowledge, manage issues
Do you just want to communicate more
Will the use of social media strengthenthe fulfilment of investor relations objectives ?
?
?Do you just want to communicate more- or do you want to reach new audiences
Which media are right– and how do we utilise existing content
How do we make sure stakeholdersare able to reach us on mobile platforms
??
?
Then…
ARE SOCIAL MEDIA
THE THING IN IR?
My company www.bysted.dk
My CV www.bysted.dk/Menu/Medarbejdere/Lars+Sandstr%C3%B8m
Weblog corporatebrandingforum.blogspot.com
Slideshare http://www.slideshare.net/labesate
LinkedIn profile www.linkedin.com/in/sandstrom
Facebook profile www.facebook.dk/lsandstrom
Twitter profile twitter.com/labesate
K-forum profile www.kommunikationsforum.dk/Lars-Sandstroem
KOM-Profil www.kommunikationsforening.dk/dinkom-profil/Medlemmer/00000302
MY CONTACT DATA
MySpace profile www.myspace.com/larssandstrom
Flickr photos www.flickr.com/photos/larssandstrom
Ning profile stratkom.ning.com/profile/sandstrom
del.icio.us tags del.icio.us/labesate
Head of Analysis & Strategy Lars Sandstrøm I lsa@bysted.dk
Phone +45 3916 2897 I Mobile +45 4096 1388
Bysted A/S I Tuborg Havnevej 19 I DK-2900 Hellerup
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