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Social Media Survey 2011_




The Use of Social Media
by European Investment
Professionals




Deutsche Vereinigung für Finanzanalyse und Asset Management
Social Media Survey 2011 _


Survey Background
DVFA – Society of Investment Professionals in Germany and
Deutsche EuroShop – The Shopping Center Company invited 1,587
European* investment professionals by email to take part in an online
survey running from 9 March to 11 April 2011. 74 respondents finished
the complete survey with 18 questions. This corresponds with a
response rate of 4.7%.
                                                                                                  Switzerland 7%
                                                                                                          United
Country split of the respondents:                        Germany 78%                                   Kingdom 7%
                                                                                                        France 3%
                                                                                                        Luxemburg 3%
                                                                                                       Austria 1%
                                                                                                   Denmark 1%


*= investment professionals in the following countries were invited: Austria, Belgium, Denmark, Finland, France,
Germany, Ireland, Iceland, Italy, Liechtenstein, Luxemburg, The Netherlands, Sweden, Switzerland, Spain and the
United Kingdom

                                                                                                                       2
Social Media Survey 2011 _


1. Statistic Data: I am ...
     Most respondents are analysts (36%), followed by a group with mixed functions (34%) and investors (29%).

                                                    Bond Analyst
                                                        1%
                                          Equity
                                     Buy Side Analyst
                                           14%            Institutional Investor/
                    Equity                                   Asset Manager
              Sell Side Analyst                                     28%
                     21%



                                              Other*
                                               34%
                                                                                     Asset Owner/Pension
                                                                                        fund Manager
                                                                                             1%




*= Advisor, Auditor, Broker, Consultant, Corporate Finance Key Account Manager, ECM expert, Economist, Equity
research, Equity Sales,ESG Analyst, Investmentbanker, Market Maker, Portfoliomanager, Relationship Management,
Retired, Sales Asset Management, Syndicate + Portfolio Management, TA Controlling, Trader

                                                                                                                 3
    rounding differences may occur
Social Media Survey 2011 _


  2. Do you read postings on the following for company or business
     information?
         45% see Social Media as at least partly important, all other sources are seen as more important.
                                                                    0%   10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


            Business media (nat'l, int'l, trade press) - in print


             Business media (nat'l, int'l, trade press) - online

                                               Social Media
Social Media (blogs, message boards, socialnetworking sites)

                                             Analyst research
                                              Analyst research
          (sell-side & industry analyst research for buy-side/
                        industry analyst research for sell-side)

                 Real time subscription information services


                                      Primary market research


                           Information direct from companies


         very important       important      rather important       partly important   not that important   not important at all   don't know
                                                                                                                                                4
Social Media Survey 2011 _


3. Which information sources have become more important to you in
   your job over the past years?
   For 71% websites of business media became more important information sources, social media for 16%.

                                            0%   10%     20%    30%     40%     50%     60%     70%      80%



         Real time subscription services                                              55%



      Traditional business media in print               18%



      Traditional business media online                                                           71%



  Blogs, messageboards and chat rooms                  15%



                 Social networking sites               16%



                                                                                                               5
Social Media Survey 2011 _


4. Please rate the following information sources according to
   whether they provide information which is useful for your
   investment decisions or recommendations.
   38% see message boards as at least partly important, blogs and social media are seen as less important.


                               0%                 20%            40%              60%              80%              100%




                    Blogs  




  Social networking sites  




         Message boards  




  very important   important   rather important    partly important    not that important   not important at all   don't know
                                                                                                                                6
Social Media Survey 2011 _


5. Do you post business or investment information in any of the
   following ways?
   If investment professionals write posts they prefer message boards to social media and blogs.


                         93%
  100%                                                   88%                         85%
  90%
  80%
  70%
  60%
  50%
  40%
  30%
                                                                              15%
  20%                                             11%
                  5%
   10%
   0%
                       Blogs               Social networking sites           Message boards  

                                            Yes     No    Don't know
                                                                                                      7
Social Media Survey 2011 _


6. Have you ever read any information posted on a blog or social
   networking site that has prompted you to investigate an issue
   further for your work?
   31% of the respondents were prompted by blogs to make further investigations on an issue.


                                                        77%
                                                                                   73%
  80%
                       66%
  70%
  60%
  50%
  40%           31%
                                                22%                         23%
  30%
  20%
  10%
   0%
                    Blogs                 Social networking sites          Message boards  

                                          Yes      No       Don't know

                                                                                                      8
Social Media Survey 2011 _


7. How do you consider the importance of information posted on
   social media in relation to other information sources
   (e.g. press releases, presentations etc.)?
   86% consider the importance of traditional sources higher than the importance of social media.


                            86%

  90%
  80%
  70%
  60%
  50%
  40%
  30%                                                                             12%
  20%                                                3%
  10%
   0%
                Lower importance          Higher importance             Same importance


                                                                                                      9
  rounding differences may occur
Social Media Survey 2011 _


8. Which of the following social media platforms do you use
   (for professional reasons)?
   49% of the respondents use the business network platform Xing, 31% LinkedIn, 34% none of the mentioned.

                      0%    5%      10%     15%      20%     25%     30%      35%     40%     45%      50%


               Xing

           LinkedIn

           YouTube

            Twitter

         Facebook

        SlideShare

             FlickR

             Other

  None of the above


                                                                                                             10
Social Media Survey 2011 _


9. On which of the following social media platforms would you like
   companies to communicate through?
   Most of the respondents (62%) do not expect companies to communicate through social media.

                      0%       10%         20%         30%        40%         50%         60%   70%


               Xing

         Facebook

           YouTube

            Twitter

           LinkedIn

        SlideShare

             FlickR

             Other

  None of the above


                                                                                                      11
Social Media Survey 2011 _


10. What types or items of company communication should be
    offered on social media platforms?
      49% of the respondents see social media as channels for information distribution and dialogue.

                                                           0%   10%     20%       30%      40%         50%   60%


       Information (such as IR news, news, voting rights
             Information (such as IR voting rights
notifications, consensus, events, market environment)
notifications, consensus, events, market environment)

                           Dialogue with the company


                           Dialogue with the CEO/CFO


         Dialogue with other shareholders or analysts


                                                 Other


                                    None of the above



                                                                                                                   12
Social Media Survey 2011 _


11. If companies (CEOs, CFOs, IROs) were to use social media
    platforms to engage with the investment community, how likely
    would you use these channels?
    For a slim majority (51%) the use of social media could be triggered if companies use it to engage.


                                                                                  49%

   50%
   45%                                              37%
   40%
   35%
   30%
   25%
                        14%
   20%
   15%
   10%
   5%
   0%
                  Very likely                    Likely                      Unlikely

                                                                                                          13
Social Media Survey 2011 _


12. Do you think that New Media such as blogs and social
    networking sites will play an increasingly important role in
    investment decisions in the future?
    53% of the respondents see the importance of social media for investment decisions to increase.



                                           45%
    50%
    45%
    40%                                                           34%

    35%
    30%
    25%
    20%                                                                                 12%
    15%                  8%
    10%
     5%
     0%
                 Yes, definitely    Yes, probably        No, probably not      No, definitely not

                                                                                                      14
   rounding differences may occur
Social Media Survey 2011 _


13. What are reasons why you have not used information from a
    social networking site in your job in the past year or so?
     52% of the respondents are sceptical about the reliability of the information on social media platforms.

                                                     0%     10%       20%       30%        40%       50%        60%



                          Information not reliable


                 Lack of relevance of information


         I do have sufficient information on hand


                 Do not find information valuable


 Company doesn't allow access to networking site


  Haven't signed up to social networking sites yet



                                                                                                                      15
Social Media Survey 2011 _


14. What hardware do you use?
     Desktops are the preferred hardware solutions (84%), 56% use Blackberry as smartphone.

              0%         20%         40%         60%           80%         100%



    Desktop                                                      84%



  Notebook                                               71%


                                                56%    Which Smartphone technology?
Smart phone
                                                       60%                     56%

                                                       50%
       iPad            14%
                                                       40%                                30%
                                                       30%
                                                       20%
                                                                     7%                            7%
                                                       10%
                                                        0%
                                                                 Android    Blackberry   iPhone   other


                                                                                                          16
Social Media Survey 2011 _


15. What operating systems and software do you use?
    Windows is installed on 96% of the systems the respondents use.


                               96%


  100%
   90%
   80%
   70%
   60%
   50%
   40%
   30%
                                                                        4%
   20%
   10%
    0%
                        Windows                                   Mac


                                                                                                   17
Social Media Survey 2011 _


16. Which browser do you use?
    Most of the respondents use the Internet Explorer (73%) and/or Firefox (52%) as browser.



   80%          73%

   70%

   60%                          52%

   50%

   40%

   30%

   20%                                          14%            12%
                                                                                8%
   10%                                                                                           1%

    0%
             Internet        Firefox         Safari         Chrome           Opera             Other
             Explorer


                                                                                                       18
Social Media Survey 2011 _


17. What is your most frequently used communications medium?
    If the respondents don‘t meet in person, they prefer the dialogue via email (79%) and phone (21%).

                     79%

   80%

   70%

   60%

   50%

   40%

   30%                                      21%

   20%

   10%                                                              0%                    0%

    0%
                  Email                  Phone            Instant messenger         Social Media


                                                                                                         19
Social Media Survey 2011 _


18. How much time do you spend online per day?
    74% of the respondents spend more than 2 hours online per day.


                                                                                     74%
   80%

   70%

   60%

   50%

   40%

   30%
                                                                         15%
   20%                                                10%

   10%            0%                1%

    0%
                 0            < 30 minutes     30-60 minutes         1-2 hours   > 2 hours


                                                                                                   20
Social Media Survey 2011 _

Executive Summary
}  The majority of the respondents is sceptical about the importance and
    reliability of the information on social media platforms, but nevertheless
    they expect the importance of social media for information distribution and
    dialogue to increase.
}  Surprisingly message boards still play an important role.
}  Xing and LinkedIn are the favoured social networking sites, especially for the
    maintenance of contacts.
}  Only a slim majority (51%) would follow if companies start to use social
    media to engage with the investment community, even if 62% don’t expect
    companies to do so.
}  For mobile purposes Blackberry and iPhone dominate over Android, others
    meaningless.
}  If the respondents don‘t meet in person, they prefer the dialogue via email
    (79%) and they spend more than 2 hours online per day.


                                                                                     21
Social Media Survey 2011 _

Contact




   }  Patrick Kiss                       }  Ralf Frank
       Deutsche EuroShop AG                   DVFA GmbH
       Oderfelder Straße 23                   Mainzer Landstraße 47a
       20149 Hamburg                          60329 Frankfurt am Main
       Fon: +49 (0) 40 41 35 79-20            Fon: +49 (0) 69 26 48 48-0
       email: kiss@deutsche-euroshop.de       email: ralf.frank@dvfa.de
       www.deutsche-euroshop.de               www.dvfa.de




                                                                              22

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The Use of Social Media by European Investment Professionals

  • 1. Social Media Survey 2011_ The Use of Social Media by European Investment Professionals Deutsche Vereinigung für Finanzanalyse und Asset Management
  • 2. Social Media Survey 2011 _ Survey Background DVFA – Society of Investment Professionals in Germany and Deutsche EuroShop – The Shopping Center Company invited 1,587 European* investment professionals by email to take part in an online survey running from 9 March to 11 April 2011. 74 respondents finished the complete survey with 18 questions. This corresponds with a response rate of 4.7%. Switzerland 7% United Country split of the respondents: Germany 78% Kingdom 7% France 3% Luxemburg 3% Austria 1% Denmark 1% *= investment professionals in the following countries were invited: Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Iceland, Italy, Liechtenstein, Luxemburg, The Netherlands, Sweden, Switzerland, Spain and the United Kingdom 2
  • 3. Social Media Survey 2011 _ 1. Statistic Data: I am ... Most respondents are analysts (36%), followed by a group with mixed functions (34%) and investors (29%). Bond Analyst 1% Equity Buy Side Analyst 14% Institutional Investor/ Equity Asset Manager Sell Side Analyst 28% 21% Other* 34% Asset Owner/Pension fund Manager 1% *= Advisor, Auditor, Broker, Consultant, Corporate Finance Key Account Manager, ECM expert, Economist, Equity research, Equity Sales,ESG Analyst, Investmentbanker, Market Maker, Portfoliomanager, Relationship Management, Retired, Sales Asset Management, Syndicate + Portfolio Management, TA Controlling, Trader 3 rounding differences may occur
  • 4. Social Media Survey 2011 _ 2. Do you read postings on the following for company or business information? 45% see Social Media as at least partly important, all other sources are seen as more important. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business media (nat'l, int'l, trade press) - in print Business media (nat'l, int'l, trade press) - online Social Media Social Media (blogs, message boards, socialnetworking sites) Analyst research Analyst research (sell-side & industry analyst research for buy-side/ industry analyst research for sell-side) Real time subscription information services Primary market research Information direct from companies very important important rather important partly important not that important not important at all don't know 4
  • 5. Social Media Survey 2011 _ 3. Which information sources have become more important to you in your job over the past years? For 71% websites of business media became more important information sources, social media for 16%. 0% 10% 20% 30% 40% 50% 60% 70% 80% Real time subscription services 55% Traditional business media in print 18% Traditional business media online 71% Blogs, messageboards and chat rooms 15% Social networking sites 16% 5
  • 6. Social Media Survey 2011 _ 4. Please rate the following information sources according to whether they provide information which is useful for your investment decisions or recommendations. 38% see message boards as at least partly important, blogs and social media are seen as less important. 0% 20% 40% 60% 80% 100% Blogs   Social networking sites   Message boards   very important important rather important partly important not that important not important at all don't know 6
  • 7. Social Media Survey 2011 _ 5. Do you post business or investment information in any of the following ways? If investment professionals write posts they prefer message boards to social media and blogs. 93% 100% 88% 85% 90% 80% 70% 60% 50% 40% 30% 15% 20% 11% 5% 10% 0% Blogs   Social networking sites   Message boards   Yes No Don't know 7
  • 8. Social Media Survey 2011 _ 6. Have you ever read any information posted on a blog or social networking site that has prompted you to investigate an issue further for your work? 31% of the respondents were prompted by blogs to make further investigations on an issue. 77% 73% 80% 66% 70% 60% 50% 40% 31% 22% 23% 30% 20% 10% 0% Blogs   Social networking sites   Message boards     Yes   No   Don't know 8
  • 9. Social Media Survey 2011 _ 7. How do you consider the importance of information posted on social media in relation to other information sources (e.g. press releases, presentations etc.)? 86% consider the importance of traditional sources higher than the importance of social media. 86% 90% 80% 70% 60% 50% 40% 30% 12% 20% 3% 10% 0% Lower importance Higher importance Same importance 9 rounding differences may occur
  • 10. Social Media Survey 2011 _ 8. Which of the following social media platforms do you use (for professional reasons)? 49% of the respondents use the business network platform Xing, 31% LinkedIn, 34% none of the mentioned. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Xing LinkedIn YouTube Twitter Facebook SlideShare FlickR Other None of the above 10
  • 11. Social Media Survey 2011 _ 9. On which of the following social media platforms would you like companies to communicate through? Most of the respondents (62%) do not expect companies to communicate through social media. 0% 10% 20% 30% 40% 50% 60% 70% Xing Facebook YouTube Twitter LinkedIn SlideShare FlickR Other None of the above 11
  • 12. Social Media Survey 2011 _ 10. What types or items of company communication should be offered on social media platforms? 49% of the respondents see social media as channels for information distribution and dialogue. 0% 10% 20% 30% 40% 50% 60% Information (such as IR news, news, voting rights Information (such as IR voting rights notifications, consensus, events, market environment) notifications, consensus, events, market environment) Dialogue with the company Dialogue with the CEO/CFO Dialogue with other shareholders or analysts Other None of the above 12
  • 13. Social Media Survey 2011 _ 11. If companies (CEOs, CFOs, IROs) were to use social media platforms to engage with the investment community, how likely would you use these channels? For a slim majority (51%) the use of social media could be triggered if companies use it to engage. 49% 50% 45% 37% 40% 35% 30% 25% 14% 20% 15% 10% 5% 0% Very likely Likely Unlikely 13
  • 14. Social Media Survey 2011 _ 12. Do you think that New Media such as blogs and social networking sites will play an increasingly important role in investment decisions in the future? 53% of the respondents see the importance of social media for investment decisions to increase. 45% 50% 45% 40% 34% 35% 30% 25% 20% 12% 15% 8% 10% 5% 0% Yes, definitely Yes, probably No, probably not No, definitely not 14 rounding differences may occur
  • 15. Social Media Survey 2011 _ 13. What are reasons why you have not used information from a social networking site in your job in the past year or so? 52% of the respondents are sceptical about the reliability of the information on social media platforms. 0% 10% 20% 30% 40% 50% 60% Information not reliable Lack of relevance of information I do have sufficient information on hand Do not find information valuable Company doesn't allow access to networking site Haven't signed up to social networking sites yet 15
  • 16. Social Media Survey 2011 _ 14. What hardware do you use? Desktops are the preferred hardware solutions (84%), 56% use Blackberry as smartphone. 0% 20% 40% 60% 80% 100% Desktop 84% Notebook 71% 56% Which Smartphone technology? Smart phone 60% 56% 50% iPad 14% 40% 30% 30% 20% 7% 7% 10% 0% Android Blackberry iPhone other 16
  • 17. Social Media Survey 2011 _ 15. What operating systems and software do you use? Windows is installed on 96% of the systems the respondents use. 96% 100% 90% 80% 70% 60% 50% 40% 30% 4% 20% 10% 0% Windows Mac 17
  • 18. Social Media Survey 2011 _ 16. Which browser do you use? Most of the respondents use the Internet Explorer (73%) and/or Firefox (52%) as browser. 80% 73% 70% 60% 52% 50% 40% 30% 20% 14% 12% 8% 10% 1% 0% Internet Firefox Safari Chrome Opera Other Explorer 18
  • 19. Social Media Survey 2011 _ 17. What is your most frequently used communications medium? If the respondents don‘t meet in person, they prefer the dialogue via email (79%) and phone (21%). 79% 80% 70% 60% 50% 40% 30% 21% 20% 10% 0% 0% 0% Email Phone Instant messenger Social Media 19
  • 20. Social Media Survey 2011 _ 18. How much time do you spend online per day? 74% of the respondents spend more than 2 hours online per day. 74% 80% 70% 60% 50% 40% 30% 15% 20% 10% 10% 0% 1% 0% 0 < 30 minutes 30-60 minutes 1-2 hours > 2 hours 20
  • 21. Social Media Survey 2011 _ Executive Summary }  The majority of the respondents is sceptical about the importance and reliability of the information on social media platforms, but nevertheless they expect the importance of social media for information distribution and dialogue to increase. }  Surprisingly message boards still play an important role. }  Xing and LinkedIn are the favoured social networking sites, especially for the maintenance of contacts. }  Only a slim majority (51%) would follow if companies start to use social media to engage with the investment community, even if 62% don’t expect companies to do so. }  For mobile purposes Blackberry and iPhone dominate over Android, others meaningless. }  If the respondents don‘t meet in person, they prefer the dialogue via email (79%) and they spend more than 2 hours online per day. 21
  • 22. Social Media Survey 2011 _ Contact }  Patrick Kiss }  Ralf Frank Deutsche EuroShop AG DVFA GmbH Oderfelder Straße 23 Mainzer Landstraße 47a 20149 Hamburg 60329 Frankfurt am Main Fon: +49 (0) 40 41 35 79-20 Fon: +49 (0) 69 26 48 48-0 email: kiss@deutsche-euroshop.de email: ralf.frank@dvfa.de www.deutsche-euroshop.de www.dvfa.de 22