H&H Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective...

transcript

A KING Worldwide Company

Social media…

December 2, 2009

from a corporate communications, investor relations and media relations

perspective

Why is social media important?

Social media

Not controllable

Not organized

Very influential

Online corporate communication evolves

Your arena grows

Search Social media

(Offsite)

Websites

(Onsite)

Strategy and research

Intelligence

Less o

r no c

Contro

Lack of control challenges our processes

Search Social media

(Offsite)

Websites

(Onsite)

Social media challenges

The way we have to work in communications department

How “communication” and “business” work together

The way we view “spokespersons”

And it forces us to change our approach

Social media changes our communication from a publishing

focused to a relationship focused approach

From a few spokespersons to many ambassadors

Question?

Who speaks for you in social media?

Why is social media important?

It’s very influential

Investor Relations

Mission for Investor Relations

Build strong relationsships

Shareholders

Analysts

Potential investors

Business journalists

To promote the company

equity story / Investment case

”Why should I invest in…”

A message made credible

by facts and track record

”The equity story summarizes the business model,

corporate strategy, USPs and financials of a company, as

well as related risks and opportunities.”

Traditional approach

Build relationsships through

one-on-one meetings

Roadshows

Capital markets day

Intense communication in

meetings and within the

relationsships

Publishing of content for the

broader audience

Website has made this much

easier

No communication with the

target group

Behaviour of target group

82% (79% last year) are permanently

online. The most frequent visitors

are journalists with 88% permanently

online

Over 70% of the respondents are

searching for information on a daily

basis. 91% of the stakeholders visit

corporate websites at least once a

65% of respondents expect to find

real time information on corporate

websites

75% look to wikipedia and other

social websites for more corporate

information

Source: Brunswick, Study of behaviour of analysts and investors, September 2009

Specific Blogs & Portals

Virtual AGM

2009-12-

03 | 21

Virtual AGM

2009-12-

03 | 22

Facebook

Slideshare

Twitter & Video

Crowdsourcing during analyst conference

http://moderator.appspot.com/#15/e=d2b62&t=d4e75

What can we do?

Adopt content and

optimize it for the

intended use

Respond faster

with content

Distribute the

content widely

Tactical activities

to support

messages

Listen to what our

target groups are

saying

First step towards

more active

engagement

Examples

Adopt content and distribute it widely

Report

released

Phone conf

and webcast

interviews

Individual

follow up by

Quick sentiment during Q report

Example process for quarterly report

08:00 10:00 11:00 13:00

sentimentUpdate Update

Closing

analysis

Opportunity to adapt the message during the day

Quick sentiment - Example

The importance of search

Press and media relations

Our world is changing

Our key target group has grown rapidly without anyone

noticing

Serious bloggers affect the opinion of many others

Reactions to products and solutions are much quicker than

before

Consumers and users has a large share of voice

It is totally transparent - globally

SEB Group

News section that combines all

their activities in different

Content provided to users

under creative commons

license instead of “all rights

reserved”

Experts within the organisation

acts as spokespersons

http://newsroom.sebgroup.com

Some things you have to do

Number of spokespersons

Reacting to criticism

Support and reach out to your ambassadors

Efficient distribution needed

Press release is no longer enough

All content should be pushed

Format needs to be adopted to who is the intended user and where

they are supposed to consume it (website, google news, mobile,

twitter etc).

Listen and act!

Career and employer branding

Drivers for communication and HR

Social media is where our target group is

Talent squeeze will become a reality during next boom in the

economy

Long term employer branding needed for most European

companies in order to stay competitive

Ernst and Young – on site

Cisco - In social media

Summary

Our space has become much larger and gives us more tools

and opportunities

We can use these for our purposes

We have to change the way we do our work

We must start listen before we act

Don’t hesitate to act

Thank you

Staffan Lindgren

staffan.lindgren@halvarsson.se

Telephone +46 8 407 22 12 | +44 20 3286 0112

Twitter: http://twitter.com/staffanlindgren

Linkedin: http://se.linkedin.com/in/staffanlindgren