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Presentation from seminar about social media from a corporate communications, investor relations and press relations perspective.
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A KING Worldwide Company
Social media…
Milan
December 2, 2009
A KING Worldwide Company
from a corporate communications, investor relations and media relations
perspective
A KING Worldwide Company
Why is social media important?
A KING Worldwide Company
Social media
Not controllable
Not organized
Very influential
A KING Worldwide Company
Online corporate communication evolves
A KING Worldwide Company
Your arena grows
Search Social media
(Offsite)
Websites
(Onsite)
Strategy and research
Intelligence
A KING Worldwide Company
Less o
r no c
ontr
ol
Contro
l
Lack of control challenges our processes
Search Social media
(Offsite)
Websites
(Onsite)
A KING Worldwide Company
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
A KING Worldwide Company
Question?
Who speaks for you in social media?
A KING Worldwide Company
A KING Worldwide Company
A KING Worldwide Company
Why is social media important?
It’s very influential
A KING Worldwide Company
Investor Relations
A KING Worldwide Company
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.”
A KING Worldwide Company
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
A KING Worldwide Company
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
A KING Worldwide Company
A KING Worldwide Company
A KING Worldwide Company
A KING Worldwide Company
Specific Blogs & Portals
A KING Worldwide Company
Virtual AGM
2009-12-
03 | 21
A KING Worldwide Company
Virtual AGM
2009-12-
03 | 22
A KING Worldwide Company
A KING Worldwide Company
Slideshare
A KING Worldwide Company
Twitter & Video
A KING Worldwide Company
Crowdsourcing during analyst conference
http://moderator.appspot.com/#15/e=d2b62&t=d4e75
A KING Worldwide Company
A KING Worldwide Company
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
A KING Worldwide Company
Examples
Adopt content and distribute it widely
A KING Worldwide Company
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
sentimentUpdate Update
Closing
analysis
Opportunity to adapt the message during the day
A KING Worldwide Company
Quick sentiment - Example
A KING Worldwide Company
The importance of search
75%
A KING Worldwide Company
A KING Worldwide Company
Press and media relations
A KING Worldwide Company
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
A KING Worldwide Company
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
A KING Worldwide Company
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!
A KING Worldwide Company
Career and employer branding
A KING Worldwide Company
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
A KING Worldwide Company
Ernst and Young – on site
A KING Worldwide Company
Cisco - In social media
A KING Worldwide Company
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
A KING Worldwide Company
Thank you
Staffan Lindgren
Telephone +46 8 407 22 12 | +44 20 3286 0112
Twitter: http://twitter.com/staffanlindgren
Linkedin: http://se.linkedin.com/in/staffanlindgren