Social Media Week presentation "Writing the Book on Investor Relations and Social Media" delivered at KCSA Strategic Communications on February 16, 2012.

1. 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.
Once you find a seat, please use your iPhone, iPad,
Droid, Blackberry, PDA or whatever your social media
device of choice is to take a quick poll at
http://www.facebook.com/KCSAStrategic
(The results will be available shortly)
Sponsored by:

2. Who We Are
Jeff Corbin Chi-Chi Millaway
Chief Executive Officer and Social Media Director
Managing Partner
Jeff brings more than a decade of integrated Chi-Chi is a communications strategist with
investor relations, public relations and marketing extensive experience creating and implementing
experience to help clients grow their businesses. social media campaigns in conjunction with public
relations, investor relations and brand marketing
Most notably, Jeff has developed financial efforts.
communications programs for the American Stock
Exchange and dozens of Israeli companies who She is also experienced in consumer and business-
have their primary listings on the NYSE and to-business public and investor relations in the
NASDAQ. internet, telecommunication, pharmaceutical,
technology and education sectors for both U.S. and
He has also lectured on the topic of building Chinese companies.
relationships with Wall Street as well as
internationally on the subject of Wall Street's Chi-Chi holds a master’s degree in public relations
perception of foreign companies and what they and corporate communication from New York
must do in order to attract U.S. investors. Jeff is University, a master’s degree in education from
the author of the book, Investor Relations: The Art Columbia University and a bachelor’s degree in
of Communicating Value - Four Basic Steps to a English from the University of Michigan. She has
Successful IR Program & Creating the Ultimate also served as the Social Media Chair for the
Communications Platform. Jeff has a bachelor’s Public Relations Society of America New York
degree in government from Cornell University and chapter.
a law degree from the Benjamin N. Cardozo
School of Law.
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3. KCSA Strategic Communications
Independent corporate INDEPENDENT AGENCY
42
YEARS
communications firm
specializing in the
integration of public
relations, investor relations
OFFICES
New York | Boston | Chicago | Tel Aviv
OLD and marketing services 35+ EMPLOYEES
TOP 5 TOP 25
IR/FINANCIAL INDEPENDENT PR FIRM
AWARD
WINNING
CREATIVE &
MARKETING
COMMUNICATIONS FIRM IN THE COUNTRY GROUP
corporate image,
EXPERTISE IN brand building and
product/service marketing
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4. Agenda
1. 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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5. Four Steps to Successful IR Programs
1
2
3
4
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6. Evolution of the Internet, IR and Disclosure
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7. IR and Social
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8. Evolution of Social Media
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9. IR Challenges
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10. 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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11. Social Media Channels
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12. 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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13. 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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14. SlideShare
• Opportunity: Disseminate content to a highly professional audience
• IR ROI: Increase brand exposure and understanding of the Company story
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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15. 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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16. 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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17. 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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18. Everything’s Connected
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19. 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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20. Social Media Policy
1. 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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21. The Time is Now!
• Let’s discuss!
A link to the presentation and webcast will be available at http://www.kcsa.com
Please post any additional questions to the LinkedIn group.
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