INVESTOR RELATIONS 2.0

ARE YOU READY?

The following presentation is presented by Ketchum and provides an

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The following presentation is presented by Ketchum and provides an overview of Social and Digital media’s impact on the practice of investor

relations by evaluating:

OpportunitiesChallengesTrends

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Now it’s the people who are taking control.”

- Rupert Murdoch, CEO, News Corp

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“

Social Media – New Global Footprint

Explosion of communications channels -An interactive form of communication where you are able to be both the broadcaster as well as the receiver of information, and where there is an equal balance of power between all participants.

In other words, your voice is equal to the voice at the other end.

The Trends

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the voice at the other end.

Increasing numbers of shareholders,

stakeholders and retail investors using and

consuming social media to understand more

about your company

• 75% of institutional and professional investors visit your investor site on a daily or weekly basis

• 67% of online population use social networks/blogs

• 72% of internet users are part of at least one social network, which translates to 940 million users worldwide.

The Trends

worldwide.

• 85% of professional financial service providers under 50 are using social media

• 89% of journalists using blogs, 65% social networking, 52% micro-blogging (Twitter)

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Challenges For Investor Relations Today

• Wide variety of channels and influencers – Individuals now have a voice that is as loud as your company. Financial bloggers, tweets, etc. can spread rumors at an alarming rate.

• Loss of control – with blogs and online forums, companies can no longer control, to a degree that they are accustomed to, their internal and external communications. So it is essential to monitor the conversations to ensure what is being said is true.

• Regulatory requirements – legal and regulatory framework presents limitations for the use of social media, but there is a clear

CHALLENGES

presents limitations for the use of social media, but there is a clear trend of increasing use of online social media tools by shareholders and investors

• Internal – Employees engaged on social media networks can become your influencers as well, but you need to consider the regulatory and compliance implications of employees disclosing potentially market-sensitive information online.

• Effective Analytics – How to measure the ROI for their social media activities, evaluation method tends to focus on measuring one-off campaigns rather than the linear activity and radiation of the online conversation

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les of Thumb

Investor Relations should play an active role in

monitoring, managing and engaging in their

companies’ activities on social networks to:

1. Ensure their firms exposure to potential compliance

risks are minimized by establishing controls and

procedures, to monitor company activities on the

web

2. Establish dedicated social media IR channels that

are the sole source for company related IR content

Best Practices: Regulatory & Compliance

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are the sole source for company related IR content

3. Synchronize information distribution about

regulatory updates across all channels –traditional

and digital

4. Maintain neutrality in linking to 3rd party content

about financial performance and prospects for the

company’s stock

Best Practices: IR Websites

Investor Relations focus should first and foremost

be dedicated to creating a compelling investor

story through great content and information that

will help your organization compete more

effectively for capital and inform your

shareholders:

1. Accommodate Investor and analyst needs for a

variety of easy-to-use formats

2. Integrate social media/sharing capabilities into the

site, e.g. Twitter, Dig, Delicious, etc.

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site, e.g. Twitter, Dig, Delicious, etc.

3. Offer distinct areas of increasing importance to the

investment community, specifically corporate

governance and sustainability initiatives

4. Build site with SBRL formatting, which is becoming

a more widespread standard

5. Integrate tools and features to better tell your

company’s story: executive blogs, podcasts, video

series, web-based sharing technologies and

mobile services

There are several common best practices to consider

when evaluating your IR website presence:

1. User Experience: This incorporates design and information architecture into a compelling site experience. This includes prioritizing primary content, as well as ensuring information is accessible and easily consumed

2. Brand Relevance: There should always be a strong and clear connection between the IR website and the corporate brand

3. Usability: Site navigation and design should be “user-centric,” placing emphasis on the content that is most important to the

Best Practices: IR Websites

placing emphasis on the content that is most important to the user

4. Interactive Tools: Investors, especially retail investors, look for basic online tools for tracking share price and information

5. Range of Formats: Analysts, institutional investors, retail investors and students are accustomed to a broad range of formats. XBRL (eXtensible Business Reporting Language) is now being widely demanded

6. Content Delivery & Syndication: While there are divergent opinions on the use of social media in IR, many IR websites now incorporate at least a few digital media features.

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Category Tools

Stock Investment Calculator

Financial.

Disclosure

Quarterly comparison of financials; Earnings Estimates

Brand

Relevance

Design linked to brand homepage; Brand relevant copy

and images; Mission Statement; Education Page

Usability Viewable link from homepage; Easy navigation; Legibility;

A Quick IR Website Check List

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Usability Viewable link from homepage; Easy navigation; Legibility;

Accessibility of information with minimal clicks; Visuals in

place of text; IR-specific search bar; Drop down menus

and easily sort-able info; User briefcase

Interactive

Tools

Intra-day stock information; Custom historic price data,

Total return calculator; Benchmarking against relevant

indexes

Range of

Formats

PDFs, Print, Audio/MP3; MS Work, PPT, Excel; XBRL

Content

Delivery and

Syndication

RSS; Executive webcast; Social media feeds; mobile

capabilities

Best Practices: Monitor, Listen, Respond

• Companies need to be tuned into the conversation happening around them 24X7 around the globe that can effect their IR goals, corporate reputation and in some cases regulatory compliance

• Consider simple and free tools like Google Alerts or more sophisticated and comprehensive services from third party providers

• Understand how to separate the noise and focus on the critical information about your company’s IR priorities

Monitor

Listen

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• Focus on issues that are a threat to your company’s reputation in the marketplace; erroneous information that is being spread

• Identify influencers and stakeholders that have an impact on your companies IR priorities (e.g. shareholder activists, government & regulatory bodies.

• Evaluate opportunities to better engage your key stakeholders through new digital and social media channels with great content

• Always weigh your company’s response online to ensure it is within relevant market compliance and regulatory standards

Respond

Case Study: HP Third-Quarter Earnings

You might consider HP as the gold standard or at least a trailblazer in its

efforts to integrate social and digital media into its quarterly earnings

announcement.

Case in point is their most recent third-quarter earnings in which they

blended traditional disclosure with online platforms. Outlined below is an

anatomy of this well organized “IR 2.0” disclosure exercise

Phase 1: Pre-earnings

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A day before the actual earnings

announcement, HP posted on its

corporate blog a “guide” to how the

company would be disclosing its results

As you can see, they provide direct

hyperlinks to HP’s official IR website,

the corporate blog, newsroom,

Facebook page, twitter, etc.

Case Study: HP Third-Quarter Earnings

And here’s how it all played out on the actual earnings day. In additional to fulfilling its

traditional reporting requirements (PR wire services, HP news site, etc.), in parallel it also

unleashed its results and story across the spectrum of digital and social media channels

Phase 2: Earnings Day

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You can learn more about Ketchum’s Digital Practice and our ideas about digital

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You can learn more about Ketchum’s Digital Practice and our ideas about digital

communications channels in the Investor Relations sector by visiting:

http://blog.ketchum.com

Ketchum Contacts:

•Cynthia Chan, Account Director & APAC Social Media Strategist: cynthia.chan@knprhk.com

•Josh Nova, VP & Co-Director Corporate Practice: josh.nova@knprhk.com