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Social Media & Investor Relations

I gave this presentation to the Arizona NIRI chapter in late March 2009. The objective was to discuss the possible benefits and hurdles associated with integrating social media into the corporate communications strategy for the IR side of an organization. Includes some points to consider, case studies, platforms to consider, and more. Questions? malcolm.atherton@businesswire.com

Social Media & Investor Relations

  1. 1. Social Media and Investor Relations thoughts & considerations on the integration of emerging media and investor relations Malcolm Atherton | @malcolmatherton
  2. 3. Definition of Investor Relations Investor relations is a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company , the financial community , and other constituencies , which ultimately contributes to a company's securities achieving fair valuation.* *Definition adopted by NIRI Board of Directors, March 2003
  3. 4. Communication Transparency. Listening. Knowledge sharing. Relevancy. JUST LIKE SOCIAL MEDIA.
  4. 6. Things to think of. Prospective employee: "Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” Cisco: "Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web."
  5. 7. Intel.com
  6. 8. Be willing to exchange control for influence.
  7. 9. Important Concept.
  8. 10. Little. Orange. Different.
  9. 14. Search.Twitter.com
  10. 19. <ul><li>Listening </li></ul><ul><li>Understand your customers </li></ul><ul><li>Talking </li></ul><ul><li>Spread messages about your company </li></ul><ul><li>Supporting </li></ul><ul><li>Help your customers help each other </li></ul><ul><li>Embracing </li></ul><ul><li>Integrate your customers into your processes </li></ul>
  11. 22. Blogs <ul><li>8/04/08 </li></ul><ul><ul><li>Total identified blogs: 78,703,197 </li></ul></ul><ul><li>3/25/09: </li></ul><ul><ul><li>Total identified blogs: 105,238,929 </li></ul></ul>According to BlogPulse, a Nielsen BuzzMetrics service:
  12. 23. “ If you cannot understand it, don’t do it.” - a good motto for your potential corporate blogger. (Commetrics.com, 7/23/08)
  13. 24. <ul><li>Rules of Engagement </li></ul><ul><li>Watch. Practice. Repeat. </li></ul><ul><li>Know thy audience & what they want. </li></ul><ul><li>Show an interest in dialogue ~ both good and bad. </li></ul><ul><ul><li>Disruption = opportunity! </li></ul></ul><ul><li>Add unique value. </li></ul>
  14. 30. <ul><li>Does great in universal search! </li></ul><ul><li>Aim to be helpful </li></ul><ul><li>Ideas… </li></ul><ul><ul><li>Crisis Communications </li></ul></ul><ul><ul><li>Analyst Day follow-ups </li></ul></ul><ul><ul><li>Products or services in action </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Webinar recordings </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>ANYTHING! </li></ul></ul>
  15. 35. “ There is no right way to use Twitter.” – Biz Stone, Twitter Founder
  16. 36. Education is the most powerful weapon you can use to change the world. – Nelson Mandela (70 characters) Get busy livin' or get busy dyin'. – Red, Shawshank Redemption (34 characters) Ask not what your country can do for you--ask what you can do for your country. – John F. Kennedy (78 characters) I’ll be back. – Ahnald, The Terminator (13 characters)
  17. 37. Listen. Meet. Search. Learn. Share. Pass Along. Monitor.
  18. 41. Tweeting the material stuff.
  19. 43. Richard Brewer-Hay, eBay Corp. Blogger. 3/06/09
  20. 44. deltaairlines
  21. 45. Resources. <ul><li>www.socialbrandindex.com/twitter </li></ul><ul><li>www.securitiesdocket.com/twitter-feeds-for-securities-counsel </li></ul>
  22. 48. Malcolm Atherton Business Wire Phoenix 800-689-5148 [email_address] Twitter: @MalcolmAtherton

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