Delivering Digital IR

DELIVERING DIGITAL IR
17 June 2015

© Black Sun Plc 2015 www.blacksunplc.com
THE CHALLENGES OF DIGITAL IR
3
PLETHORA OF TARGET
AUDIENCES AND THEIR
DIVERSE NEEDS

4
MAKING YOURSELF HEARD IN
A CROWDED MARKET

5
ARTICULATING YOUR
INVESTMENT CASE
CLEARLY

6
A MULTITUDE
OF DIFFERENT
CHANNELS

7
TO LIKE
NOT TO
LIKE?
SOCIAL

8
UNDERSTANDING
THE COMPLEX
WORLD OF DIGITAL

INVESTOR STORY
HOW THE FTSE PERFORMS
2

YOUR INVESTMENT STORY
10
Who you are
PURPOSE
GOVERNANCE
PERFORMANCE INVESTMENT CASE
What makes
you unique
Structure
Board
Committees
& TOR
StrategyKPIs
Financials
Risk
management
How you create value
Share price
Dividends
ENGAGEMENT
Calendar
AGM

11
Who you are
PURPOSE
What makes
you unique
100% 48%
59%

12
INVESTMENT CASE
Strategy
Risk
management
How you create value 44%
66%
31%
44%

13
GOVERNANCE
Structure
Board
Committees
& TOR
83%66%
100%
95%

14
PERFORMANCE
KPIs
5 yr Financials
Share price
Dividends
82%
90%
33%
58%

15
ENGAGEMENT
Calendar
AGM
91%
79%
86%6
2%
96%
53%
51%66%
Remind me
Alerts

HOW COMPANIES ARE
DELIVERING SOCIAL IR
3

SOCIAL MEDIA ADOPTION
17
90% LinkedIn
57% Twitter
40% YouTube
31% Facebook
20% Google+
95% of FTSE companies
use social media for
corporate communications

• Is social media right for your IR?
• What are your objectives for social media?
• Which social channels are most suitable?
• What would good look like in [6] months?
BEFORE YOU START….
18

• Define your vision and objectives for social media
• Select the social channels to achieve your objectives
• Define your content and engagement strategy by channel
• Select the most suitable listening and managing tools
• Define your KPIs and reporting method
• Establish governance, policies and processes
DEFINING YOUR SOCIAL STRATEGY
19

• Each has their own advantages or disadvantages – review a wide
range to identify which meets your needs
LISTENING AND MONITORING TOOLS
20

EXAMPLES
21
Link back to webpage
Simple #tag and link

• Create rules and processes for engagement i.e. who can say what
• Start to participate in conversations
• Use influencers to facilitate conversations
• Foster employee engagement through internal networks
DRIVING ENGAGEMENT
22

• Integrating social media feeds into
the website
• Promoting new content through
social media to drive traffic to the
website
• Enabling visitors to share content –
links and imagery
• Incorporating discussions, forums
and feedback to keep the site
‘living’
INTEGRATING SOCIAL AND WEBSITE
23
http://www.maersk.com/en/social

EXAMPLES – ANGLOAMERICAN
24
Innovative #Tags
#Tags and link to SlideShare presentation

EXAMPLES - BP
25
Pre-registration for event, Twitter Q&A, pre-prepared content calendar, re-tweets from delegates and link to
livestream

• Adopting social because it’s there – rather than with purpose
• Lack of planned content – leading to boring broadcasts
• Siloed social activity - and not integrated with your website
• Lack of executive support
KEY BARRIERS TO SUCCESSFUL SOCIAL
26

• Digital is a key channel for investor communications
• Invest in telling your investment case through your website
• Take ownership of the IR section – an active interest in the rest
• Ensure consistency across your print (AR) and digital channels
• Harness social media – but only if right for you
DELIVERING DIGITAL IR
27

Delivering Digital IR

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