On March 13, 2012 Q4's CEO, Darrell Heaps moderated a discussion that centred around the emergence of the investor web and social media as an important channel for investors to gather and share ideas.

1. Webinar: The New Investor Web & Social Media
& what it means for IR
March 13, 2012
Hashtag: #q4ir
Moderator: Darrell Heaps, Q4
Panelists: Kelly Freeman, Potash Corp
Heather Hunter, Safeguard Scientifics
Brian Rivel, Rivel Research Group

2. About Q4 Web Systems
Q4 is the market leader in online investor
relations & social media solutions including:
 Financial & Social Media Widgets
 Corporate & IR Websites
 Social Media Integration
NIKE
 iPad and iPhone Apps
 Best Practice Consulting
All customized to your unique requirements.

3. Panelists
 Darrell Heaps (Moderator)
 Co-Founder, CEO, Q4 WEB SYSTEMS
 @darrellheaps
 Kelly Freeman
 Manager, Investor Relations, PotashCorp
 @PotashCorp
 Heather Hunter
 Director, Marketing Communications, Safeguard Scientifics
 @HRHunter
 Brian Rivel
 President, Rivel Research Group
 @RivelResearch

4. BUY-SIDE USE OF WEB &
SOCIAL MEDIA
Results of Rivel Research of 600
Buy-Side Investors and their use
of the web. Nov 2011.

5. Websites rank as valuable resource
Types of Communication Most Helpful in Making Investment Decisions * (Aided)
Total US/Euro Buy-side February 2011 (n=288)
In-house research 68%
Brokerage house research 68%
Meetings with senior corporate executives 68%
SEC filings (10K, 10Q etc.) 62%
Quarterly earnings conference calls 60%
CORPORATE WEBSITES 45%
Communications from investor relations executives 42%
Articles in general business and trade publications 34%
Annual reports 32%
Industry experts 27%
Other buy-side professionals 21%
Social media 5%
Corporate advertising 4% * Multiple responses

6. Most Valued Content on IR Website
Importance of Finding Various Elements on Corporate Websites* (Aided)
US/Euro Buy-side February 2011 (n=288)
Recent investor presentations 75%
Earnings releases 66%
Earnings call replays/transcripts 65%
Clear, intuitive website navigation 64%
Easy to find links to conference calls 64%
A summary of the business strategy 58%
Downloadable financial charts/data 51%
Easy to find IR contact information 48%
Annual reports 46%
Detailed info on products and services 44%
Audio/video of management presenting 26%
Corporate governance information 24%
Social media links 2%
* Ratings of 8, 9 and 10 on a 10-point scale where 10= extremely important and 1= not at all important.

7. Most Websites not considered top-notch
Percentage of IR Websites that are Truly Excellent in Supplying Insight/Data
Total US/Euro Buy-side February 2011 (n=288)
16% 75% or more
50%-74%
25%-49%
Less than 25%
35% 28%
Average = 40%
22%

8. Blogs most popular among Buy-Side

9. Buy-side social media use poised to surge

10. # of companies being followed &
investigated increasing

11. “No one is going backward. This is the way things are going
to be done in the future. Companies are going to have to
figure out how to use it, like they figured out how to use the
Internet. When the Internet started people questioned it, but
today it is standard procedure. That is what will happen with
social media. It is just in the beginning stages now.”
US Portfolio Manager
November 2011

12. TALES FROM THE TRENCHES
Insights from a large cap and small cap on the use of the web and
social media in expanding awareness and influencing the market.

13. Company Profiles
Market cap 37.02B 347.42M
Volume 5,138,476 54,773
Website potashcorp.com safeguard.com

14. Kelly
Fr eeman
Manager, Investor
Relations
March 13, 2012
PotashCorp.com
PotashCorp.com

15. Our View of the Web
We view the web as an essential communication tool
• Significant reach
• Always on
• Powerful medium
Source: PotashCorp

16. Meeting the Needs of a Diverse User Base
Our website has many users with different needs:
• Investors About
Career Section
Section
• Employees
• Customers
News
Customer
• Other users Section
Section
Investor
Section
Source: PotashCorp

17. Our Approach to the Web
We believe to communicate successfully one requires a
website the can serve the needs of its users
• Clearly communicate
your company “story”
• Provides tools that add
user value
• Provides access to
updated information
Source: PotashCorp

18. Social Media: Expanding our outreach
We view social media as a means of helping tell our
story … in an expanded way!
Followers Friends Followers
PotashCorp: +1,400 PotashCorp: +700 $POT: +1,000
PotashCorpSask: +620 PotashcCorpCareers: +350 $POT.CA: +30
PotashCorpJobs: +300
Source: PotashCorp

19. Social Media: Expanding our outreach
Provide the opportunity to stay connected; integrate
social media into your site
Source: PotashCorp

20. Social Media: Expanding our outreach
We believe success comes from establishing a presence
Source: PotashCorp

21. Social Media: Expanding our outreach
The conversation is happening, one needs to determine
if they want to be a voice into it!
Source: PotashCorp

22. Thank You
There’s more online
PotashCorp.com
Visit us online
Facebook.com/PotashCorp
Find us on Facebook
Twitter.com/PotashCorp
Follow us on Twitter
PotashCorp.com

23. Heather Hunter
Director, Marketing Communications
March 13, 2012

24. Strategy
?
24

25. Results
Investor Relations
Company A Company B Company C Company D
Deal Teams
Company E Company F Company G Company H Company I Company J Company K
25

26. Questions and Answers
Submit using GoToMeeting

27. More on Q4:
www.q4websystems.com
Thought leadership:
www.q4blog.com
Sales Contact:
Catherine Crofton
1-877-426-7829 ext. 225
catherinec@q4websystems.com