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Presentation at H&H Webranking Italian awards in Milan, December 2, 2009
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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
or
no c
ontr
olC
ontrol
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
2023-04-08 | 21
A KING Worldwide Company
Virtual AGM
2023-04-08 | 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?
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
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 sentiment
Update UpdateClosing 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
staffan.lindgren@halvarsson.se
Telephone +46 8 407 22 12 | +44 20 3286 0112
Twitter: http://twitter.com/staffanlindgren
Linkedin: http://se.linkedin.com/in/staffanlindgren
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