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Jeff Corbin's presentaion on social media
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1
Investor Relations
and
Social Media
Jeff Corbin
CEO, KCSA Strategic Communications
Founder, theIRapp
Jeff brings more than 15 years of integrated IR, PR and marketing experience to help
clients grow their businesses. He has lectured in the U.S. and internationally on building
relationships with Wall Street and is the author of the book, Investor Relations: The Art of
Communicating Value (Aspatore Books; May 2004 and February 2011). He has just
released the second edition of this book (February 2012) and has included a chapter
dedicated to social media and investor relations.
Most notably, Jeff has developed financial communications programs for the American
Stock Exchange and dozens of companies who have their primary listings on the NYSE
and NASDAQ.
Prior to joining KCSA, Jeff was a securities and corporate attorney in New York City,
specializing in corporate reorganizations, bankruptcy proceedings, transactional matters
and commercial litigation.
Jeff has a bachelor's degree in government from Cornell University and a law degree
from the Benjamin N. Cardozo School of Law. He is very involved in many philanthropic
and communal organizations and presently serves as Chairman of the Board of the BJE
of Greater New York as well as the Board of Directors of UJA-Federation of New York
43 YEARS
OLD
Independent corporate
communications firm
specializing in the
integration of public
relations, investor relations
and marketing services
INDEPENDENT AGENCY
OFFICES New York | Boston | Chicago | Tel Aviv
35+ EMPLOYEES
TOP IR/FINANCIAL COMMUNICATIONS FIRM
AWARD WINNING CREATIVE & MARKETING GROUP
TOP 25 INDEPENDENT PR FIRM IN THE COUNTRY
5
EXPERTISE IN corporate image, brand building and product/service marketing
KCSA Strategic Communications
#smwIR
Agenda
1. Investor Relations
2. Steps to successful IR programs
3. Evolution of the Internet, IR and social media
4. IR challenges
5. Social media channels and best practices
6. Discussion of best practices for incorporating social media into an IR
program
Investor Relations
Four Steps to Successful IR Programs
Determine the investment proposition
Target the appropriate investor audience
Develop the communications platform
Build relationships with investors
1
2
3
4
2010 2008 2007 2004 2002 2001 2000 1998 1997 1995 1991 1989 1971 1966
Evolution of the Internet, IR and Disclosure
8
IR and social media
87% of Fortune 100 on LinkedIn
3 of 5 financial
bloggers use Twitter as
news source
57% Fortune 100 on
YouTube
1/3 IR pros use social media for
info
61% Fortune 100 on
Blogs read by 49% of investors
77% of Fortune 100 on Twitter
StockTwits saw 300%
rise in traffic from 2011 to
Q3
IR and Social
IR Challenges
Social Media as a Solution
• Amplify your message
• Correct misinformation, rumors, guilt by association
• Target the investor that’s impossible to reach
• Reach more retail investors
• Share news that you would not issue in a press release
• Attract media attention
Social Media Channels
• Opportunity: Build a following of relevant financial media, traders, analysts and
industry influencers
• IR ROI: Increase the investment community’s conversation about your stock
Best Practices
• Use the $[Ticker] tag and cross link to Stocktwits
• Tweet about analyst/investor days and annual meetings
• Enhance quarterly reporting
• Live tweet earnings and ask shareholders to submit questions for Q&A
• Manage compliance statements and archiving (arkovi, cmp.ly, socialware, etc.)
• Opportunity: Build your reputation as an industry expert
• IR ROI: Improve positioning and expand your investor network
Best Practices
• Create groups, events and polls around IR activity
• Lead discussion in groups and through Answers
• Organize contacts into downloadable investor database
• Incorporate keywords to improve SEO
• Promote with detailed products, services and banners
• Use modules to cross-promote social content
• Create a targeted investor page
SlideShare
• Opportunity: Disseminate content to a highly professional audience
• IR ROI: Increase brand exposure and understanding of the Company story
Best Practices
• Branded channel with corporate
and investor presentations
• Regularly share presentations
for analyst days, conferences
calls, etc.
• Host investor calls with Zipcast
meetings
• Create webinars with Slidecast
• Embed YouTube videos in
presentations
• Opportunity: Showcase investor and corporate information in a multimedia format
• IR ROI: Improve your relationship with potential investors and brand advocates
Best Practices
• Custom channel with website branding elements
• Daily engagement with original industry content, polls, contests, etc.
• Post guidelines for social media usage and compliance
• Unique investor relations tab with feeds to earnings releases, stock charts, etc.
YouTube
• Opportunity: Expand your digital footprint
• IR ROI: Improve your SEO to reach a higher search engine ranking and be more
easily found by investors
Best Practices
• Take advantage of SEO opportunities by tagging all videos with keywords – consider
adding CC transcripts
• Cross-link to and promote across other social channels
• Shorten videos and add annotations for higher engagement
Blog
• Opportunity: Build your position as a thought leader in the industry
• IR ROI: Increase coverage of the company and build your leadership position in the
minds of investors
Best Practices
• Pitch company content and experts to financial and industry bloggers
• Develop a focused bi-monthly corporate blog with clear messaging
• Optimize with blogrolls and keyword tags
Everything’s Connected
The Future of IR and Social Media
• Companies will start to write IR social media policies
• The SEC will issue new regulation
• More companies using social media for IR = recognition as a
communications vehicle
• Companies will build investor networks
• Example: DellShares community
• IR will go mobile
• Investors want direct access to customized real-time company
information
Social Media Policy
1. Define a clear social communication hierarchy within the company to establish who
is responsible for handling each aspect of a company’s social media effort.
2. Make recommendations on how employees should and should not use their personal
social media accounts for talking about their company.
3. Create a system for approving content. This can include content review by IR, legal,
PR, and marketing team members, as needed.
4. Outline expectations for the nature and frequency of posts. Content and consistency
are critical to success in social media.
5. Create guiding principles for acceptable content and conduct.
6. Set clear guidelines for tone. Any content that is predictive or that fails to remain
objective may be in violation of financial compliance.
7. Build in rules for archiving. Access to previous content is critical if compliance
questions or concerns are raised.
8. Implement a plan to provide disclaimers.
9. Establish rules for links to third-party content. A link is an unofficial endorsement of
that content.
10. Outline the response and consequences if the social media policy is violated.