Hh Webranking Milano Social Media From A Corp Com, Investor Relations And Media Perspective 20091202

A KING Worldwide Company

Social media…

Milan

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

or

no c

ontr

olC

ontrol

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 with

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

Etc

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 week.

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

2023-04-08 | 21


Virtual AGM

2023-04-08 | 22


Facebook


Slideshare


Twitter & Video


Crowdsourcing during analyst conference

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



What can we do?

Website

Adopt content and optimize it for the intended use

Respond faster with content

Search

Distribute the content widely

Tactical activities to support messages

Social media

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

Media interviews

Individual follow up by IRO

Quick sentiment during Q report

Example process for quarterly report

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

Quick sentiment

Update UpdateClosing analysis

Opportunity to adapt the message during the day


Quick sentiment - Example


The importance of search

75%



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 media

Content provided to users under creative commons license instead of “all rights reserved”

Experts within the organisation acts as spokespersons

http://newsroom.sebgroup.com

http://creativecommons.org/licenses/by-nc-nd/2.5/se/deed.en


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

[email protected]

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

Twitter: http://twitter.com/staffanlindgren

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

mailto:[email protected]

http://twitter.com/staffanlindgren

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

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