Social Media for Financial Communications and Investor Relations

Social media for financial comms and investor relations!

Gaurav Mishra | Gauravonomics!Asia Director of Social Media, MSLGROUP!

06.29.2010 | P2

Social media and financial comms stakeholders!

•  Social media adoption is quite high for financial advisors in North America.!

Social media adoption for

financial advisors!

Source: Socialware!

•  StockTwits is a community of investors and traders on Twitter with more than 500,000 monthly visitors.!

StockTwits!

Source: StockTwits!

•  Seeking Alpha is a community of investors and traders with almost 750,000 registered members and 5,000,000 monthly viewers.!

Seeking Alpha!

Source: Seeking Alpha!

•  AdvisorTweets is a community of financial advisors on Twitter.!

AdvisorTweets!

Source: AdvisorTweets!

•  Chinese finance portal Hexun has a blogging and microblogging network dedicated to business and finance topics. !

Hexun!

Source: Hexun Blog & Hexun Microblog!

•  SocialTurns is a community for financial services professionals, created by social media vendor Socialware. !

SocialTurns by Socialware!

Source: SocialTurns!

•  NASDAQ has an active community for traders and a well-designed social stream that aggregates its content from various social platforms.!

NASDAQ Community & Social Stream!

Source: NASDAQ Community & Social Stream!

•  Socialware has created guides for FINRA social media compliance guidelines for Twitter, Facebook and LinkedIn.!

FINRA Social media

Compliance guides by Socialware!

Source: Socialware Guides!

•  McGraw Hill has launched a FC Share tool that provides pre-defined tweets linking to FINRA-reviewed articles.!

McGraw Hill FC Share!

Source: McGraw Hill FC Share!

•  Socialware is a social media management tool for financial services companies.!

Socialware!

Source: Socialware!

•  BlackRock has an active investment blog called iShares.!

BlackRock iShares blog!

Source: BlackRock iShares Blog!

06.29.2010 | P14

Social media for corporate communications!

Six stages of social media

integration!

Based on interactions with 1500+ marketing and communications professionals in Asia, all companies can be mapped across six stages of social media integration.!

Letʼs create a campaign or country microsite!

1!

Letʼs create a Facebook page or a Twitter profile!

2!Letʼs run a FB contest or a Twitter influencer program!

3!

Letʼs integrate social into our business processes!

6!

Platforms!

Letʼs integrate social into our marketing and comms programs!

5!

Programs! Processes!

Inaction!

Incubation!!

Integration!Letʼs integrate social into our web platforms!

4!

•  In stage 1, microsites are created to push out information on a campaign or a topic.!

•  Typically, microsites have a short shelf-life and limited content.!

•  The award-winning 2009 Plug Into the Smart Grid augmented reality microsite has been abandoned.!

•  Most companies now have a basic IR microsite, or at least an IR section on the country microsite.!

Stage 1: Let's create a campaign or

country microsite!

Source: GE Plug Into the Smart Grid, GE India Website!!

•  In stage 2, Facebook or Twitter accounts are created to push out news updates about a topic.!

•  Typically, most updates include links to news items and engagement with followers is limited.!

•  The Facebook and Twitter profiles of the GE ECLP blog merely link to blog posts without any engagement.!

Stage 2: Let's create a

Facebook page or a Twitter

profile!

Source: GE ECLP on Facebook, Twitter!

•  In stage 3, tactical, short-term, channel-specific campaigns are run to increase engagement, like a Facebook contest, a Twitter influencer program, or a blogger program.!

•  GE tied up with influencers on YouTube and HowCast, who asked their fans for eco-friendly tips, then filmed and promoted their favorite tips.!

Stage 3: Letʼs run a Facebook

contest or a Twitter

influencer program!

Source: GE Tag Your Green!!

•  In stage 4, the website is reimagined as a social hub.!

•  By adding social features into the website itself.!

•  By integrating website with social platforms like Facebook, Twitter, LinkedIn, Slideshare and YouTube.!

•  GE showcases the Twitter and Tumbler feeds of selected experts on its website and prominently links to the application from the GE.com homepage.!

Stage 4: Letʼs integrate social into our web platforms!

!

Source: GE Expert Feed, GE Healthymagination!

•  Designing marketing programs to connect people around a shared social heartbeat.!

•  GE is asking consumers, influencers, film-makers and experts to share their stories on what environmental responsibility means to them.!

Stage 5: Letʼs integrate social into our marketing and

comms programs!!

Source: GE Tag Your Green!

•  Leveraging social media as a tool for business transformation by integrating it with sales, support and innovation processes.!

•  GE invites and funds ideas to improve how we power our electricity grids and our homes.!

•  GE has tied up with four VCs to create a $200 million fund for ecomagination challenges.!

Stage 6: Letʼs integrate social into our

business processes!!

Source: GE Ecomagination!

06.29.2010 | P22

Social media for financial comms and investor relations!

Social media for financial comms!

Corporates are using social media in financial communications at level 1-4. At level 5-6, broader corporate programs, letʼs say, on crowdsourcing innovation also have a financial comms impact.!

Letʼs create an investor relations microsite!

1!

Letʼs create a Twitter account for investor relations!

2!Letʼs invite online influencers to earning calls!

3!

No IR specific examples!

6!

Platforms!

No IR specific examples!

5!

Programs! Processes!

Inaction!

Incubation!!

Integration!Letʼs integrate social into our IR microsite!

4!

•  Many companies are uploading earning conference presentations on Slideshare and embedding them into the IR website.!

Slideshare for financial comms!

Source: Alcoa on Slideshare!

•  Many companies are uploading earning conference presentations and additional interviews on YouTube and embedding them into the IR website.!

YouTube for financial comms!

Source: Cisco on YouTube!

•  Many companies are tweeting links to earning conferences and shareholder meetings on Twitter.!

Twitter for financial comms!

Source: @Alcoa on Twitter!

Social Media Press Release

for financial comms!

•  Many companies are creating social media press releases during quarterly earning conferences.!

•  BP has an active IR podcast that can be downloaded via iTunes.!

BP IR Podcast!

Source: BP IR Podcast on iTunes!

•  Dell has a IR focused blog and Twitter account.!

Dell Shares IR Blog!

Source: Dell Shares IR Blog, @DellShares!

•  Garmin has a dedicated Twitter account for investor relations.!

GARMIN IR Twitter Account!

Source: @GarminStock!

•  China Wind Power uses a dedicated Twitter account for international investor relations.!

China Wind Power Twitter

account!

Source: @ChinaWindPower!

•  Deutsche Euroshop has an active IR blog called IR Mall.!

Deutsche Euroshop IR

Mall Blog!

Source: Deutsche Euroshop IR Mall Blog!

•  Many companies are now integrating social platforms with their IR websites.!

Cisco Investor website!

Source: Cisco IR website!

•  Q4 Web Systems offers a social media optimized CMS for IR websites. !

Q4 IR CMS!

Source: Q4 IR CMS!

06.29.2010 | P35

Financial comms and the crisis curve!

Atte

ntio

n!

Time!mslgroup.com | gauravonomics.com!

1!

2! 3!

4!Flash Point!

Spotlight! Blame Game!

Resolution!

Social media and crisis

comms!

Social media has a specific role to play at each stage of the crisis curve. MSLGROUP has created a crisis management toolkit that includes tools and best practices for each stage in the crisis cycle.!

Track early warning signals!

Plot heat map of crisis flows!

Shape narrative via owned media!

Optimize for search results!

0! Before Crisis!Plan for crisis scenarios!

Plan for crisis scenarios!

Different aspects of crisis planning -- mapping crisis scenarios, spokespersons, influencers, messages and keywords; and creating a crisis war room collaboration site and a dark CMS-based crisis communications site -- play a role at different stages of the crisis.!

Atte

ntio

n!

Time!mslgroup.com | gauravonomics.com!

1!

2! 3!

4!Flash Point!

Spotlight! Blame Game!

Resolution!Scenario, influencer & keyword mapping!

Spokesperson & message mapping!

Dark CMS-based crisis communications site!

Keyword-based search & social marketing!

Crisis war room collaboration site!

06.29.2010 | P38

MSLGROUPʼs social media offering!

MSLGROUPʼs social media

offering!

MSLGROUP has created a fully integrated social media offering across the PLAN-BUILD-ENGAGE phases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!

MSLGROUPʼs social media

offering!

MSLGROUPʼs PLAN offering includes insights, strategy, and enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!

•  Distill actionable insights and foresights from conversations and communities using our proprietary What IF People's Lab approach.!

!•  Discover a shared purpose

and brand story that connects the brand values with evangelists passions.!

!•  Create platforms and

programs to organize and energize brand evangelists, co-create shareable content, and trigger participation and action.!

•  Link back participation and action to business objectives through our proprietary VERITE measurement approach.!

•  Provide strategic counsel across the consumer activation, corporate reputation, and employee engagement use cases.!

•  Design and deliver training programs to help build enterprise capabilities to participate in the conversation economy.!

MSLGROUPʼs social media

offering!

MSLGROUPʼs BUILD offering includes designing and developing web, mobile, and social applications, through in-house specialists and partners.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

•  Design and develop private or public community platforms using our proprietary What IF white label community tool.!

!•  Design and develop social

applications using the Facebook, LinkedIn and Twitter APIs.!

!•  Design and develop mobile

applications on the Apple, Android, and Blackberry platforms.!

•  Set up, optimize and manage digital assets across channels and geographies.!

!•  Leverage on-site and off-site

search engine optimization for higher search rankings.!

2! 3!1!

MSLGROUPʼs social media

offering!

MSLGROUPʼs ENGAGE offering includes managing content, communities, and conversations, through dedicated specialists and integrated communications teams.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

•  Build long-term relationships with key online influencers beyond the "big-box" blogs using our proprietary Multiloguer influencer relationship management tool.!

•  Leverage creative storytelling and rich multimedia content to bring alive the brand story.!

•  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

•  Track and participate in conversations related to the brand, the category or the social heartbeat on the broader social web.!

!•  Leverage targeted paid

media, primarily social advertising and search advertising, to support owned media and earned media.!

2! 3!1!

Letʼs stay in touch!

mslgroup.com | gauravonomics.com gauravonomics on Google/ Skype!Facebook/ Twitter/ LinkedIn/ SlideShare!