Q4 2013 Research: Public Company use of social media and IR - part 2: Facebook

Summary Presentation: Download Complete Whitepaper September 2013

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Q4 Whitepaper: Public Company Use of Social Media for IR

Part 2: Facebook - Summary Slides

Why Social Media Matters For Investor Relations

• The statistics on social media use continue to be very compelling:

– By the end of 2012, 67% of US Internet users were on one or more social

networking sites.

– One in four people worldwide will use social networks in 2013.

– Internet use (especially on mobile devices) is experiencing rapid growth,

with 27% of internet time in the US being spent on social networking sites.

• Research shows that:

– 49% of professional investors are reading blogs and 27% use YouTube.

– 3 out of 5 financial bloggers use Twitter as their primary news source.

– 52% of institutional investors use social media as part of their research

process, and 63% of institutional investors believe social media will become

increasingly important to them.

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Overall Social Media Findings


• Q4 performs year over year reviews of how social media is used for

Investor Relations by the companies in our sample. Our findings in

2013 reveal:

– significant growth in Twitter, YouTube, and corporate blogs for IR.

– increases in use of Facebook, SlideShare and StockTwits.

• Our study includes some new measurements for 2013:

– 50% of companies have a Google+ account.

– 11% of companies have a Pinterest account.

– 10% of companies offer a mobile IR application.

– 10% of companies provide a mobile IR website.




2013 Research Sample


Q4 Web Systems’ research sample size for social media research has

grown from 80 public companies in 2009 to a total of 890 in 2013.

Airline, 16 Automotive, 17

Consumer Goods, 119

Exchanges, 4

Financial Services, 78

Industrial goods/Basic materials, 76

Media, 13

Natural Resources, 144

Pharma/Healthcare/Biotech, 52

Real Estate, 15

Services, 127

Technology, 141

Telecommunications, 39

Utilities, 49

Companies Included in Study by Sector




Facebook


• Though Twitter has the highest usage rates for IR, Facebook is by

far the more popular social media platform overall.

– Facebook has 1.15 billion monthly active users.

– Facebook has shown a growth rate of 35% over the last year,

mostly driven my mobile and older users.

– 1 out of every 7 minutes spent online is spent on Facebook.




Facebook For Investor Relations

• Q4’s 2013 sample shows that 83% of companies have a Facebook

account. Of these, 45% use it for Investor Relations, up 5% from our

2012 study.

– By Sector – Top sector using Facebook for IR is Natural Resources,

followed by Technology, Pharma/Healthcare/Biotech, and Industrial

Goods/Basic Materials.

– By Region - North American companies (US and Canada) in our

sample significantly outpaced the rest of the world, with France,

Germany and the UK as the next highest.

– By Market Capitalization – Large cap companies are leading in use of

Facebook for IR, with Small cap and Medium cap following behind at

second and third place.





Facebook Usage and Content

• Companies most commonly use Facebook to share materials such

as:

– Press releases

– Financials

– Annual reports

– Corporate videos

– Company and industry news

– Media coverage

– Event information





Facebook Best Practices

• Emulating the look and feel of the corporate website homepage.

• Pulling in RSS feeds from the IR website or blog to populate

Facebook pages.

• Using Notes and customizable pages to provide additional

information around company assets, highlight important events or

underscore sustainability initiatives.

• Precise commenting guidelines and terms of use.

• Directing visitors to other social channels.

• Linking to financial blogs.

• Expanded use of multimedia such as video and photos to highlight

particular aspects of the business.





Case Study: Goldcorp

Goldcorp (https://www.facebook.com/Goldcorp) incorporates many

Facebook best practices in their account.


Goldcorp has designed their

Facebook page to emulate the look

and feel of their corporate website.

Though not the same photograph,

they use one that appears

prominently on their website.

https://www.facebook.com/Goldcorp

https://www.facebook.com/Goldcorp




Case Study: Goldcorp (cont.)


On Goldcorp’s Facebook page are links to various other ways to find more information about

the company - from careers to notes, from photographs to links to social media pages such as

Twitter, YouTube and their blog.






Goldcorp makes special use of

Facebook apps to provide readers very

easy access to all their social media

information all in one place. When

readers click on the “Blog” square on the

front page, they’re taken to a summary

page of sorts (right).

This very clearly lays out the Goldcorp

blog, their YouTube, SlideShare and

Flickr accounts, as well as a feed of

recent Twitter posts. If readers click on

the individual areas, they’re taken to

those Goldcorp accounts where they can

continue to delve more deeply into

Goldcorp’s information.






Another excellent custom tool

Goldcorp uses is the “About Us”

box (left).

Here, they provide easy link

access to information on specific

topics - Investors, Operations,

Corporate Social Responsibility

and Events.






Goldcorp also directs visitors to their other social channels more directly, such as in this

example below, where they’ve provided a link to a new blog entry.






Important corporate news is also

shared through the Goldcorp

Facebook page.

They posted the release of their

Annual Report (right) complete with

images from the document and a

link to the report on their website.






Goldcorp also links to IR material

specifically. They share dividend

announcements on Facebook (left),

and their Q2 2013 conference call

and webcast (below).






Goldcorp live-tweeted their Q2 conference call on Twitter, but also

shared a few key posts on Facebook during the event. First, they

posted an announcement that their Q2 2013 conference call and

webcast was to begin soon (above).






While the meeting was

in progress, they

posted several short

updates on the topic

of discussion at the

moment, or

highlighted certain

information.






When the meeting Q&A

was in progress, they

posted an announcement

on Facebook (left), and

provided a link to where the

presentation would be

available shortly.

Goldcorp gives readers

every opportunity to

participate in the event, and

provides easy access for

interested parties to follow

up with the results of the

event afterwards.




Facebook Engagement

• Q4 also examined engagement practices of companies, how they

are interacting and engaging in conversation with visitors on

Facebook.

• 2013 engagement levels have changed over the last year, revealing

many companies’ increased level of sophistication in their use of the

platform (in the form of “Likes,” “Shares,” questions or commentary).

• Increased engagement with visitors can:

– show the company as responsive, adding to their credibility

– show that the company regularly monitors their social channels,

providing another source of quick, reliable information





Compelling Reasons To Use Facebook for IR

• Facebook is the largest social media platform in the world and

continues to show good growth.

• The demographic showing the highest growth rate on Facebook in

the last year are those aged 45 to 54 years.

• Changes to Facebook’s format (Timeline) in 2012, and a growing

array of custom applications are making it easier for companies to

customize tools and applications to organize, highlight and group

content according to their needs and activities.

• Evidence continues to show that many public companies see value

in using social media to increase awareness and engage with key

constituents.





Download and learn:

• How your peers are using Facebook to interact and engage with investors.

• Which sectors, regions and size of companies are leading the way in adoption and reader engagement.

• Innovative ways to use video and photos to highlight particular aspects of your business.

• Effective tactics and tools to better target and serve your IR audience, to group and highlight information (customizable apps, notes, separate Facebook pages).

• How to effectively integrate RSS feeds from your IR website or blog to populate Facebook pages.


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About Q4 Web Systems

Q4 is the the leader in corporate websites and social media solutions

for public companies. Hundreds of IR professionals rely on Q4 for their

IR website, social media and mobile applications. Using Q4, public

companies of all sizes increase awareness, reduce risk and build better

relationships with their investors. Through active best practice

research, Q4 has earned a position at the forefront of the investor

relations market, sharing knowledge through webinars, whitepapers

and articles on on http://www.q4blog.com/.For more information,

please email [email protected] or contact us toll free at 1-

877-426-7829.


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