These examples complement the blog post 3 WAYS COMPLIANCE MONITORING DIFFERS FROM MARKETING SOCIAL MEDIA MONITORING Tuesday, June 25, 2013 . posted by Walter Adamson at http://www.kinshipdigital.com/_blog/Blog/post/how-compliance-monitoring-is-different-to-marketing-social-media-monitoring/ Since Australia Security Exchange (ASX) Guidance Note 8 on compliance monitoring for social media came into effect it has been a hot topic among lawyers, Company Secretaries and social media monitoring companies. Most recently Kevin Lewis of the ASX accused social media monitoring companies of "over-complicating new monitoring guidelines in order to win business from companies unsure of their new responsibilities". So what is the confusion about and how does social media monitoring for compliance differ to social media monitoring for marketing?

1. ASX GN8 Social Media Monitoring
Examples and discussion with ASX
10 July2013
Walter Adamson
walter@kinshipdigital.com

2. Context
These examples complement the blog post:
3 WAYS COMPLIANCE MONITORING DIFFERS FROM MARKETING
SOCIAL MEDIA MONITORING
Click or go to www.kinshipdigital.com see Blogs
We give two examples of social media monitoring
for ASX listing compliance as per GN8 requirements
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3. Re ASX & Who’s talking “GN8”
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4. Objective
• How to monitor information relevant to ASX GN8
• Analyze these results to remove reports which
are repeats of known media coverage.
• Demonstrate how system would work on a
continuous basis.
Two examples – Crown Ltd, Newcrest Ltd
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5. Contents
Crown Ltd Example Newcrest Example
Slide 8: Findings Week 9 -1 5 June 2013 Slide 17: Evidence of Private Briefing?
Slide 9: 3 Month Search Slide 18: STOXX Deletion June 4
Slide 10: Methodology Step 1 Relevance Slides 19-20: Blogs Long on NCM June 2,3
Slide 11: Methodology Step 2 Eliminate Slides 21-22: Brokers Short on NCM 4,5
Slide 13: Methodology Step 2 Report
Slide 24: Conclusion
Slide 26: About KINSHIP Digital
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6. 6
Crown Ltd June 9-15, 2013
Social Monitoring and Activity

7. The strength of our method is that we
eliminate social media noise which duplicates
what is publically known.
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8. Social Media Activity
“No News is Positive News”
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Period 9-15 June 2013, Globally, All Languages: Query: "crown limited" OR "crown ltd" OR "crown sydney" OR
"barangaroo" OR "echo entertainment shareholding"~100 OR "crown brisbane casino"~100 OR "crown sri
lanka"~100 OR "crown perth hotel development"~100 OR ("james packer" AND "melco") OR ("james packer"
AND "crown") OR "rowen craigie" OR "rowan craigie" OR "ken barton" OR "todd nisbet" OR ("melco crown
entertainment limited" AND ("philippines casino" OR "japan casino" OR "taiwan casino")) OR ("mpel" AND
("philippines casino" OR "japan casino" OR "taiwan casino"))
Although 475
mentions NONE were
unique. All referred to
News or other public
sources.

9. Expand Range to Past 3 Months
Still no unreported news
• "crown limited” OR “crown ltd”
• = 2295 (news=1824)
• "crown sydney“
• = 693 (news=434)
• "barangaroo"
• = 9014 (news=5247)
• "echo entertainment shareholding"~100
• = 370 (news=364)
• "crown brisbane casino"~100
• = 307 (news=227)
• "james packer" AND "melco"
• = 221 (news=171)
Nearly 13,000 mentions
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"rowen craigie" OR "rowan craigie"
• = 416 (news=414)
"ken barton"
• = 33 (news=11)
"todd nisbet"
• = 44 (news=28)
"melco crown entertainment limited" AND
("philippines casino" OR "japan casino" OR
"taiwan casino")
• = 61 (news=55)
"mpel" AND ("philippines casino" OR "japan
casino" OR "taiwan casino")
• = 90 (news=67)
"crown sri lanka"~100
• = 1024 (news=423)
"crown perth hotel development"~100
• = 49 (news=38)

10. Overall Methodology – Step 1 Relevance
Our process has Headline Topics
For example:
• Leadership Changes
• Acquisitions
• Underperforming
• Overperforming
• Litigation etc.
Each Headline Topic has subsets:
For example:
• Resignation
• Succession
• Acquire
• Acceptance
• Layoffs
• Redundancy
• Litigants
• Hacked
• Outlook etc.
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11. Overall Methodology – Step 2 Eliminate
1. Review earliest Press date
2. Eliminate all references to Press material
3. Continue search day by day for earlier social media information
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12. Overall Methodology – Step 2 Example
1. thetradingreport.com - blog
2. Check contents – refers to analysts reports - eliminate
3. Note: confirm that this blog should or should not be added to monitoring list
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13. Overall Methodology – Step 3 Report
For example:
1. Is this information relevant to forward earnings?
2. Should this blog be added to regular monitoring list?
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14. Extending the basic research – Step 4
We can extend the relevant search capture
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From 38 to 587 mentions

15. Even with extended searching we found no novel
data in social media, for the defined period.
In operation we would monitor on a daily basis,
could be 24X7 if required.
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Newcrest Issue
Evidence of a Private Briefing?
Issue:
1. Newcrest announced write-downs June 7
2. Announcement preceded by raft of broker downgrades
3. Was there a leak to brokers before official announcement?

17. Question: Evidence of prior closed briefing?
We found no evidence – no leaks – in social media which indicated that brokers
had received a briefing from Newcrest prior to the public announcement.
This could mean several things:
1. The brokers were not briefed ahead of the public announcement;
2. They were briefed but nothing appeared in social media;
3. There was evidence in social media that we missed;
4. Queries and keywords may need strengthening; and
5. Some sources (blogs, forums and news sites) may need to be added to the
system in order to ensure wider coverage.
However we did find some points worth noting in terms of monitoring social
media for ASX GN8-related information.
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18. Stoxx Deletes NCM
3 June 2013
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STOXX deleted NCM from its APAC
5 Index on 3 June. Downgrade was
on 7 June.
Brokers did not downgrade until
June 4.
Why?

19. Newcrest Trading Long
Market Upbeat June 2
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20. Newcrest Trading Long
Investor Blogs Upbeat June 3
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21. UBS Downgrade 4 June
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Does Newcrest need to monitor this source in future?

22. Wide Broker Downgrade 5 June
But we found no evidence in social media of broker briefing.
Monitoring can capture these events in real time.
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Conclusion

24. Social media monitoring effective
Social media monitoring is effective for GN8 compliance, but also
requires continuous tuning through liaison with company staff to keep up
with issues and events which may be important.
Duplicate data can be removed – as shown.
However, this is an inexact science and things can be missed.
We would expect to work with clients to:
• Ensure that we do not eliminate data which may be of interest
• Ensure that we monitor all social sites, blogs, forums relevant to
companies and their GN8 listing compliance.
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About Kinship Digital

26. KINSHIP digital is a social consultancy that specialises in understanding,
developing and protecting its clients’ reputation, brands, businesses and
people in Social Media.
Related reading:
• Learn How to Manage your Brand and
Reputation Risk
• Auditing Social Media
• Governance Framework for Social Media Audits
• 6-Step Social Media Audit Plan – for Internal
Auditors
• How Social Media enables Brand Resilience
• Brand Resilience 2 – Social Strategy and Brand
Breadth
• Top 10 CEO Implications of Social Media
• Social Media Monitoring – 5 tips on how to gain
insights
We don’t deliver you social media,
we deliver business outcomes
enhanced by effective social media
investments aligned to your key
use cases. This incorporates social
strategy, reporting, and governance
including audit and assurance.
Learn more by contacting:
Raz Chorev
raz@kinshipdigital.com
+61 410 660 107 (Sydney)
or Walter Adamson
walt@kinshipdigital.com
+61 403 345 632 (Melbourne)
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