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IR in the Age of New MediaIR in the Age of New Media

By Dave Hogan, APR, CFP2011 SNL Bank Investor Relations Symposium

New York CityMarch 14, 2011

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Nothing stays the same

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Technologies come and go

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Technology is ever changing

Dell’s Social Media Listening Command Center

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IR is more democratic, open today thanks to

technologyOld New

Public access to SEC documents

Limited, slow

EDGAR online access

Conference callsInvitation

only

Live and archived access by

phone, Web

Public access to news releases

Limited, slow

IR websites, online

databases

IR conferencesInvitation

onlyWebcasts and online archives

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Premise: A new wave of communication technology,

including but not limited to social media, is speeding up the

transparency and democratization of corporate

information, including investor relations. These changes are

inevitable and irreversible.

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Five benefits of new media for your bank’s IR

program Gain greater visibility with shareholders,

investors and the financial media: “fish where the fish are”

Humanize corporate news and build credibility in your senior management team, both internally and externally

Improve your investor targeting

Leverage the value of existing IR documents

Respond more quickly and effectively to crises, rumors

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Social media best practices

Only disclose material information in social media channels that has already been disclosed through traditional channels.

Approval process should be exactly the same regardless of whether traditional or new media channels are being used.

Don’t go it alone. Partner with corporate communications, marketing, IT.

Find the right “voice” for each new channel.

Allow feedback and comments, even negative ones.

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Banks (and their IROs) benefit from the 3 C’s of

new media Community: New media help banks

connect with other people and build relationships.

Conversation: New media help banks generate two-way conversations with customers, investors.

Cost-effective: New media tools are cheaper to use than most traditional communication channels.

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NIRI follows social media

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NYSE, NASDAQ embrace new media

Both exchanges use Facebook, YouTube, Twitter, Linkedin

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NYSE Euronext hosts social media week event

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Bank trade groups using new media tools

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Investment firms are adopting

new media tools

Morgan Stanley’s new iPhone, iPad apps

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Examples of innovative uses of new media technology by

investor relations departments

Examples of innovative uses of new media technology by

investor relations departments

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Linkedin’s IR targeting power

More than 90 million members in more than 200 countries

Executives from all of the Fortune 500 companies found on Linkedin

More than 1 million company pages

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How to use Linkedin for IR

View company profiles

Research institutional investors

Search by company or city

Engage in IR or banking industry group discussions

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Targeting with Linkedin: Dallas, Texas, USA, “investment

management” companies

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Targeting with Linkedin: Investment company profiles

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Targeting with Linkedin: Institutional investor profiles

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TD Bank’s multimedia annual report: Rethinking a traditional

IR tool

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TD Bank -- CEO video message in multimedia

annual report

http://www.youtube.com/watch?v=ZM3Q1iG-7nc

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Leveraging another existing IR tool: Expanding the reach of

PowerPoint slides World’s leading site

for posting PowerPoint, PDF documents

45 million monthly viewers

90 million page views

Can significantly expand your slides’ viewership

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Posting PowerPoints to Slideshare

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CFO videos for sharing quarterly earnings results

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Dell’s CFO earnings video puts a human face on

earnings results

http://www.youtube.com/watch?v=NpOehPk98b0

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Post videos to YouTubeLike Slideshare, YouTube helps you leverage

existing IR tools

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Post videos to YouTubeLike Slideshare, YouTube helps you leverage

existing IR tools

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Use technology to solicit questions for quarterly

conference calls

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Solicit questions to better promote conference calls and other IR events

E-mail

IR website

Twitter

Corporate blog

Facebook page

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Twitter is leading IR social media tool

One-third of U.S. public companies use Twitter

Of companies using social media for IR, nearly two-thirds use Twitter

Twitter supports existing IR disclosures -- news releases, IR website, conference calls

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Twitter can help expand the IR audience

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Using Twitter to promote IR events

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Twitter: Live blogging a conference call

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Benefits of corporate or IR blogs

Blogs offer space for longer articles that offer perspective and detail not seen in news releases

Blogs are perfect showcase for photos, videos, charts that help tell your story

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Adding IR’s voice to an existing corporate

blog

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Don’t try to do it all

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Take-home action steps Start discussion with corporate partners in

communications, marketing, legal and IT

Discuss your objectives and goals for social media

Update disclosure policies and create new social media policy document for employees

Start systematic monitoring of social media

Get a personal Linkedin profile and join Twitter

Update company’s Linkedin page

Start slow; one step at a time

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For more information

E-mail: dahogan@yahoo.com

Linkedin: http://www.linkedin.com/in/dahogan76

Twitter: http://www.twitter.com/dahogan

Slideshare: http://www.slideshare.net/dahogan