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Annual Swiss conference on corporate digital communications. The aim of the gathering is to scratch beneath the surface of the latest buzzwords and trends in digital and understand what they really mean from a corporate perspective. We will delve into topics such as big data, storytelling, mobile and social media measurement. There is much smoke out there. What should be evaluated seriously?
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25TH GATHERING, ZURICH 8 APRIL 2014
BEYOND THE BUZZWORDS:
MAKING SENSE OF TRENDS IN DIGITAL
&
LESSON LEARNED FROM
KWD WEBRANKING SWITZERLAND 2013 Zurich, 8 April 2014
HOW TO TELL YOUR INVESTMENT STORY TO
INVESTORS AND JOURNALISTS
SARA RUSCONI
#DIGITALBITES
@SARARUSCONI
WHAT IS THE MAIN AUDIENCE OF A CORPORATE
WEBSITE?
Investors and
analysts
Business
journalysts
SRI investors and CSR
professionals
2014-04-14 | 2
ARE YOU SURE YOU KNOW WHAT THEY NEED?
Annual and
interim reports
Financial presentations
Financial results
and key data
Press releases
2014-04-14 | 3
IR #1: INVESTORS DO NOT READ YOUR ANNUAL
REPORT
34
36
27
29
26
18
0 10 20 30 40 50 60 70
Corporate reporting is too complex
Discount company with corporatereporting lacking clarity
Annual report no longer a useful tool forinvestors
Agree Agree stronglySource: ACCA survey (300 investors in UK and Irleand)
63% Reports are too complex
62% Unclear reports penalise the company evaluation
45%
Annual reports are not an effective tool for investors
2014-04-14 | 4
IR #2: INVESTORS EXPECT MORE FROM YOUR
INVESTOR RELATIONS SECTION
Shareholder Confidence 365 di PR Newswire
The IR section needs to evolve from a content archive to a
space used to communicate our investment story
2014-04-14 | 5
50,4
28
5,6
16
0 20 40 60
Tangibles: fundamentals, SECfiles
Intangibles: BoD information,corporate governance
Never visit an IR website
Other comments (mostly both)
What is the main reason to visit an IR site?
Most important information (in descending
order):
1. Strategy and financial targets
2. Growth drivers
3. Debt information and financing strategy (liabilities, bond, debt key ratios)
4. Investments and divestments (to assess the company strategy)
5. Information about risk management and about probability and impact of each risk type on the company
6. Rating information (rating agency information)
7. Investor propositions
KWD Webraranking Questionnaire (>240 professionisti)
JOURNALISTS: INCREASING IMPORTANCE OF
DIGITAL SOURCE OF INFORMATION
Digital Journalism 2013, Oriella Network
Journalists are attributing increasing importance to multimedia
content and the role of bloggers is increasing
The website should become an authoritative source of information
going beyond the press release
0 5 10 15 20 25
Interview with spokepeople
Newswires
Other media sites
My press release in tray
Corporate website
Twitter/Facebook/LinkedIn
Third party blog
2013
2011
2014-04-14 | 7
Most important source of information
CSR PROFESSIONALS: NOT ONLY REPORTING
Lundquist CSR Online Awards Questionnaire
The CSR section of the corporate website cannot be a mere replica
of the CSR report but must present the vision of the company and
clear examples of what it is doing to achieve it
84
61
49
50
33
93
72
60
51
44
0 20 40 60 80 100
2009
2010
2011
2012
2013 Corporate
Non corporate
TOP PRIORITIES IN 2013
(NON-CORPORATE)
• Read about CR strategy
and objectives (57,1%)
• Get detailed information
on specific topics
(37,5%)
• Read case studies
(37,5%)
• Access performance data
(35,1%)
2014-04-14 | 8
Downloading the CSR report is your top priority when visiting a CSR section
HOW CAN WE REACH OUT TO ANALYSTS AND
INVESTORS AND TELL THEM OUR STORY
9
DEVELOP A NARRATIVE REPORT ONLINE
10
• Do not just replicate the annual report online but use
the interactive version to present thorough
information about the business, the market situation,
the strategy and the investments of the company
• Disclosure of information can be presented in PDF and
the online version can be focused on telling the stories
PLUS MINUS
• As usually the annual report is more
focused on the past, the online version
should focus on the future and on the
investments (storytelling)
• It is usually easier to develop a different
online version than to radically change
the printed report
• The online version can reach out to a
larger audience (eg retail investors)
• Risk of developing a superficial
document, with commendable stories
but not very linked to the business
• Risk of not having a smooth navigation
between the PDF and the interactive
version
• Difficulties in developing a different
company language and to change the
report culture
+
ADDRESSING A LARGER AUDIENCE FOR A PUBLIC
COMPANY
11
BRIEF
PROJECT
• Develop a document (both printed and online) that
is addressed to retail shareholders and clients
• Explain the updated company business plan and
what the company is beyond the numbers, as well as
its role in the development of the country
• Create an ongoing project of storytelling
• Focus on the main areas of everyday life that are
changing thanks to ICT ant TI technologies
• Presentation of company’s projects and stories to
concretely present how TI is working on innovation
and CSR
• Presents projects in an ongoing manner and links
them to the websites
PROBLEMS
• Develop a company language
• Gather information from several departments
• Approval process
TELLING THE NEW COMPANY POSITIONING
12
BRIEF
PROJECT
• Develop an online report that tells the new
company positioning (new management and
strategy) and link to sustainability
• Develop new content not included in the annual
report, and present them in an attractive way
• Development of an interactive report focusing on 6
main areas
• Write ad hoc content, based on internal materials
as well as interviews with top managers
• Gather pictures and videos to present the business
main facts and events
PROBLEMS
• Approval process
• Company language (mix between corporate
language and one that is easy to understand)
TO SUM UP
• Professional users are not satisfied anymore with just reports
and press releases: they need to know more about the future of
the company and how it is investing to grow
• Reports and press releases are still a vital source of information
but they need to be complemented with information about the
vision of the future and investment story
• On the website, it is imperative to work on the quality of the
content by avoiding the mere cut-and-paste of texts from the
reports and adding what usually is not in the reports: the stories of
everyday business and innovation of the company
• Put your efforts in renovating the annual reports. Interactive
reports should not be a mere replica of the printed document but a
crucial place to tell your story
2014-04-14 | 13
Via San Maurilio, 23 | 20123 Milano
Website: www.lundquist.it/
Blog: www.lundquist.it/blog/
Sara Rusconi
Lundquist partner
@sararusconi
LUNDQUIST SRL CONTATTI
SOCIAL PRESENCE
Lundquist company page
@Lundquist
Lundquist page
Lundquist channel
Slideshare account
2014-04-14 | 15
2014-04-14 | 16
25TH GATHERING, ZURICH 8 APRIL 2014
BEYOND THE BUZZWORDS:
MAKING SENSE OF TRENDS IN DIGITAL
&
LESSON LEARNED FROM KWD WEBRANKING SWITZERLAND 2013