Writing the Book on Investor Relations

and Social Media

Welcome to KCSA Strategic Communications!Breakfast is being served in the conference room.

Please help yourself.

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Sponsored by:

Who We AreJeff CorbinChief Executive Officer and Managing Partner

Jeff brings more than a decade of integrated investor relations, public relations and marketing experience to help clients grow their businesses.

Most notably, Jeff has developed financial communications programs for the American Stock Exchange and dozens of Israeli companies who have their primary listings on the NYSE and NASDAQ.

He has also lectured on the topic of building relationships with Wall Street as well as internationally on the subject of Wall Street's perception of foreign companies and what they must do in order to attract U.S. investors. Jeff is the author of the book, Investor Relations: The Art of Communicating Value - Four Basic Steps to a Successful IR Program & Creating the Ultimate Communications Platform. Jeff has a bachelor’s degree in government from Cornell University and a law degree from the Benjamin N. Cardozo School of Law.

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Chi-Chi MillawaySocial Media Director

Chi-Chi is a communications strategist with extensive experience creating and implementing social media campaigns in conjunction with public relations, investor relations and brand marketing efforts.

She is also experienced in consumer and business-to-business public and investor relations in the internet, telecommunication, pharmaceutical, technology and education sectors for both U.S. and Chinese companies.

Chi-Chi holds a master’s degree in public relations and corporate communication from New York University, a master’s degree in education from Columbia University and a bachelor’s degree in English from the University of Michigan. She has also served as the Social Media Chair for the Public Relations Society of America New York chapter.

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42YEARSOLD

Independent corporate communications firm specializing in the integration of public relations, investor relations and marketing services

INDEPENDENT AGENCY

OFFICESNew York | Boston | Chicago | Tel Aviv

35+ EMPLOYEES

TOPIR/FINANCIAL COMMUNICATIONS FIRM

AWARDWINNINGCREATIVE & MARKETING GROUP

TOP 25INDEPENDENT PR FIRM IN THE COUNTRY

5EXPERTISE IN corporate image,

brand building and product/service marketing

KCSA Strategic Communications

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Agenda1. Steps to successful IR programs

2. Evolution of the Internet, IR and social media

3. Survey results, IR challenges

4. Social media channels and best practices

5. Discussion of best practices for incorporating social media into an IR program

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Four Steps to Successful IR Programs

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Evolution of the Internet, IR and Disclosure

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IR and Social

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Evolution of Social Media

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IR Challenges

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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

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Social Media Channels

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Twitter• 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.)

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LinkedIn• 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

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SlideShare• Opportunity: Disseminate content to a highly professional audience• IR ROI: Increase brand exposure and understanding of the Company story

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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

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Facebook• 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.

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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

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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

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Everything’s Connected

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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 (apps)

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Social Media Policy1. 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.

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The Time is Now!• Let’s discuss!

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A link to the presentation and webcast will be available at http://www.kcsa.comPlease post any additional questions to the LinkedIn group.

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