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Tweet, Like, or Post: What Social Media Taught Us About Stock Plan Education
Emily Cervino, CEP, Fidelity Stock Plan Services Aftab Ibrahim, CEP, T-Mobile Jennifer Namazi, CEP, National Association of Stock Plan Professionals
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The addictive nature of social media
Making stock plan communications addictive – Clickbait – Listicles – Interactive quizzes – Peer to peer – Video
Bonus! More thoughts and samples
Agenda
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User friendly
Shared interest
Fear of missing out
Notification numbers – must see what people are saying about you
Video clicking = channel surfing
Why is Social Media So Addicting?
IMAGINE A WORLD WHERE YOUR STOCK PLAN COMMUNICATIONS ARE AS ADDICTIVE AS FACEBOOK.
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Clickbait Works
CLICKBAIT PLAYS A PSYCHOLOGICAL TRICK… THERE IS INFORMATION THAT
YOU REALLY WANT TO KNOW, BUT NOT IN THE HEADLINE
CONSIDER: JENNIFER NAMAZI’S PIES ARE SELLING FOR $40.99 ON
EBAY OR
YOU WON'T BELIEVE HOW MUCH JENNIFER NAMAZI’S PIES ARE SELLING FOR ON EBAY
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Clickbait is defined as content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.*
*https://www.google.com/search?q=click+bait&oq=click+bait&aqs=chrome.0.69i59.3729j0j8&sourceid=chrome&ie=UTF-8
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Clickbait Works
Who doesn’t have time to read 3 tips?
Plus, irresistible!
Suggested for you 3 Tips for an Irresistible Resume Like Comment
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Clickbait Equity Messaging
ESPP enrollment window
closes on Friday. Enroll today.
Activate your brokerage account.
Accept your grant agreement today.
Equity plan FAQ.
Top benefits you’ll miss out on if you don’t enroll in ESPP by
Friday.
You won’t believe what you’ll see when you activate your
brokerage account.
Why you benefit from accepting your grant.
10 most important things to know about your stock grant.
BEFORE AFTER
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#TMobileRocks #Uncarrier
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Use “Listicles” and Catchy Titles
Take a lesson from LinkedIn, Buzzfeed, and other successful content websites – Distill educational material into easily digestible lists
Which would you (and your employees) be more likely to read: “Tax Implications of Stock Awards” or “5 Tax Mistakes Employees Make With Stock Awards”
Keep each item on the list short Include links to additional articles for employees that need more information
Listicles make good clickbait
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Examples from MyStockOptions.com
Shared with permission from MyStockOptions.com
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Be Careful: When it Comes to Catchy Titles, There’s…
A line drive A foul ball
Keep it clean, folks.
Top 5 Tax Mistakes Employees Make with Stock Awards Bags o’ Money!
Guaranteed!
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#TMobileRocks #Uncarrier
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Interactive Quizzes: Everyone Likes a Game
Imagine: “Only 1 in 50 employees understand our
stock plan. Do you?”
Let’s Play
Only 1 in 25 people can name these national monuments. Can you?
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Everyone Likes a Game
Learning through puzzles, quizzes, and games – A great way to evaluate employee knowledge and to drive home key
concepts – Keep it short, 5 to 10 questions at most (true/false is fine—this isn’t a
certification program) No trick questions—people will feel cheated It’s okay if the right answer is obvious—you want everyone to score well Use questions to highlight the concepts you are most concerned about
employees knowing Don’t waste questions on trivia
– Provide feedback on wrong answers
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Everyone Likes a Game
Creating your quiz – Lots of off-the-shelf tools available at affordable prices to develop the quiz
Google “free quiz maker” Can be created using online survey tools (e.g., SurveyMonkey, Poll Daddy) with
skip logic Check with your IT/HRIS dept to find out if your company already has access to
a tool
We mean it… No trick questions!
WHAT IS THE TIME WHEN YOU CAN EXERCISE YOUR STOCK OPTION?
VEST DATE DINNER DATE PROM DATE
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Interactive Quizzes Samples from MyStockOptions.com
Shared with permission from MyStockOptions.com
BOTH OUTCOMES (GOOD AND BAD) HAVE A RECOMMENDATION FOR NEXT STEPS
(BASIC OR ADVANCED CONTENT)
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Who is eligible to enroll in the ESPP? – Managers and above – Field sales – Any employee who works more than 20 hours a week
Where can you send questions about your equity grant? – [email protected] – [email protected] – [email protected]
How long does it take to get your money after you sell shares? – It is instantly available in your brokerage account – Funds are available after the industry standard 3 day settlement period – Your proceeds will be delivered on your next paycheck
Sample Quiz
RESULTS: WHOA. PRETTY SMART! CHECK OUT THESE ADVANCED TOPICS. LOOKS LIKE YOU COULD USE SOME HELP. WE MADE A VIDEO JUST FOR YOU!
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People Pay Attention to Their Peers
If my friends like it, maybe I’ll like it.
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Ways to Leverage Peers in Your Stock Plan Education Program
Use employee testimonials to promote the plan – Include testimonials from employees in educational materials – Publish short interviews with employees about the plan – Have employees write about the plan in internal company blog – Have employees speak briefly about their participation at presentations,
webcasts, etc.
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Employee-Driven Social Media
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Employee-Driven Social Media
Today I received another grant of stock, and it’s a big day. It's not just free money, it’s an invitation to become a
part owner of a $32 billion company.
https://www.linkedin.com/pulse/i-am-owner-32-billion-company-blake-bolton?trk=prof-post v
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#TMobileRocks #Uncarrier
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The irresistible works – Don’t wait for people to click, just start playing the video (technology enables
autoplay functionality) – Queue up the next video – If it’s interesting, people will watch (but not if it’s too long or if you don’t grab
their attention in the first few seconds)
Technology is important, but a wide range of options are available
Consider a style your employees respond to – Some of the most popular video stars talk directly to the camera… tricking the
brain into feeling that the star is talking to them directly and creating a sense of a personal relationship
Video
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#TMobileRocks #Uncarrier
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Keep it short… Do you scroll through an article before deciding to read it? Check the length of a video before getting sucked in?
Timing is important – communicate grant acceptance to time of grant… leaving taxation to a later date.
SMS text – love it or hate it – has a higher open rate than email – Challenges with text – Opportunities to use text as a “last ditch” effort?
More Thoughts
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Integrate Tricks and Adopt a More Approachable Style
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Integrate Tricks and Adopt a More Approachable Style
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Jennifer Namazi, CEP National Association of Stock Plan Professionals
Emily Cervino, CEP Fidelity Stock Plan Services
[email protected] linkedin.com/in/fidelityemilycervino
Aftab Ibrahim, CEP
T-Mobile [email protected]
Questions and Contact
FOR CEP SYMPOSIUM ATTENDEES ONLY. CEP, NASPP, T-Mobile, and Fidelity Investments are not affiliated. Fidelity Stock Plan Services, LLC. 807913.1.0
