SNL IR SolutionsIR Web Sites - Best PracticesMichael O’ConnellDirector, IR Solutions

October 16, 2009

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IR Web Sites – An Opportunity

Tell your “story”Build your image/brand (your IR site does this every day, for good or bad)Engage with shareholders, analysts, the press and the public at largeAdvance your mission, not just see the site as meeting a regulatory requirement

With the growing importance and use of IR web sites, companies should look to leverage the interest in their sites in order to …

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IR Site Best Practices – Content, Design and Functional Priorities

What Content/Data do visitors most frequently want to see?

How should it be organized? In logical groupings In priority (most viewed) order

How often should it be updated? You should always be updating your IR site to keep

it fresh. Users will come to expect something new each time and develop a habit of checking back.

This will also encourage users to come to your website as their primary source for information about your company.

Company Overview Press Releases

Financial Overview Financial Highlights/Details

SEC Filings Dividend Information

Contact Information (not just “IR Department”)

Stock Information

Proxy Materials Event Calendar

Director/Officer Information Committee Charting

Content - the primary reason people come to your site.

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IR site is an extension of your Corporate Web site – needs to have the same look and feelOverall design of your site projects a certain image of the companyPages should have a mix of visuals, text, highlighted sectionsTry to incorporate modern web design and features into your website, but don’t just add bells and whistles for the sake of appearing “current”.

Design – First impressions are key.

IR Site Best Practices – Content, Design and Functional Priorities

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Stock Charts – Provide ability to show how you compare to peers or indices, change periods, and plot various events such dividends, press releases, etc.Data – Allow users to download data to excel, and provide Source Tagging so users can go back to the original document to see exactly where the numbers are coming fromEmail Alerts – let visitors sign up to be notified of new documents, press releases, etc.Mobile Alerts – provide mobile-friendly notification and delivery

IR Site Best Practices – Content, Design and Functional Priorities

Functionality – Make it easy for users to get what they came for (and more).

Webcasts – provide replays of earnings calls, let users jump to specific sections of the call.

Note - some sites can get carried away with technology, flash, and “cool stuff” that the user has to sit through in order to get to what they really want – keep it simple

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IR Site Best Practices – When you can’t do it all

Content Make sure that the content that is of most interest to site visitors is available, accurate

and current. Schedule 15 minutes on your calendar at least once a week to do a quick audit of your IR

site to make sure everything is up to date and relevant.

Design Make sure the site is organized in a way that makes it easy for users to find what they are

looking for. Get feedback from those around you (who may not be familiar with your website or even

your company) to make sure the most desired information is the easiest to find. If elaborate (expensive) designs and/or frequent re-designs are not an option, at least

make sure that the site is clean, clear and easy to navigate.

Functionality Provide the basic tools for users to get what they want in the way they want it. Provide email alerts, excel download, basic charting tools.

Incorporating all of the advice & ideas from industry experts may be ideal, but not everyone has the resources, time or budget to do it all – so what can you do?

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IR Site Best Practices – Quick Tips

Review your website content on a weekly basis (at least) Schedule 15 minutes on your calendar at least once a week to do a quick audit of your IR site to make sure

everything is up to date and relevant.

Make sure the information is easily and logically accessible Get feedback from those around you (who may not be familiar with your website or even your company)

to make sure the most desired information is the easiest to find. Spend time looking at other websites (not just your peers) for features and layouts that make your user

experience easier – play the role of the visitor.

Use all the resources available to you If you have a content management system (CMS) for your website, learn to use it. You never know when

you’ll need to make a quick website update in a pinch. If you use a vendor, get to know your support/account management reps, and make sure they know you

and your workflow as it relates to the website. Challenge them to suggest ways to help you create a better user experience (and make your life easier in the process).

Play an active role Your IR site is the online face of your company – make sure all the effort you put into building your brand

and reputation is reinforced there. In many cases, this is your first impression for a prospective investor or analyst. A bad experience may erase your opportunity for a second

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SNL IR SolutionsIR Web Sites - Best PracticesMichael O’ConnellDirector, IR Solutions

October 16, 2009