Q4 2013 Research: Public Company use of social media and IR - part 2: Facebook

Summary Presentation: Download Complete Whitepaper September 2013

Q4 Whitepaper: Public Company Use of Social Media for IR
Part 2: Facebook - Summary Slides
Why Social Media Matters For Investor Relations
• The statistics on social media use continue to be very compelling:
– By the end of 2012, 67% of US Internet users were on one or more social
networking sites.
– One in four people worldwide will use social networks in 2013.
– Internet use (especially on mobile devices) is experiencing rapid growth,
with 27% of internet time in the US being spent on social networking sites.
• Research shows that:
– 49% of professional investors are reading blogs and 27% use YouTube.
– 3 out of 5 financial bloggers use Twitter as their primary news source.
– 52% of institutional investors use social media as part of their research
process, and 63% of institutional investors believe social media will become
increasingly important to them.
Download Complete Whitepaper

Overall Social Media Findings
• Q4 performs year over year reviews of how social media is used for
Investor Relations by the companies in our sample. Our findings in
2013 reveal:
– significant growth in Twitter, YouTube, and corporate blogs for IR.
– increases in use of Facebook, SlideShare and StockTwits.
• Our study includes some new measurements for 2013:
– 50% of companies have a Google+ account.
– 11% of companies have a Pinterest account.
– 10% of companies offer a mobile IR application.
– 10% of companies provide a mobile IR website.

2013 Research Sample
Q4 Web Systems’ research sample size for social media research has
grown from 80 public companies in 2009 to a total of 890 in 2013.
Airline, 16 Automotive, 17
Consumer
Goods, 119
Exchanges,
4
Financial
Services, 78
Industrial
goods/Basic
materials, 76
Media, 13
Natural
Resources, 144
Pharma/Healthcar
e/Biotech, 52
Real Estate, 15
Services, 127
Technology, 141
Telecommunicatio
ns, 39
Utilities, 49
Companies Included in Study by Sector

Facebook
• Though Twitter has the highest usage rates for IR, Facebook is by
far the more popular social media platform overall.
– Facebook has 1.15 billion monthly active users.
– Facebook has shown a growth rate of 35% over the last year,
mostly driven my mobile and older users.
– 1 out of every 7 minutes spent online is spent on Facebook.

Facebook For Investor Relations
• Q4’s 2013 sample shows that 83% of companies have a Facebook
account. Of these, 45% use it for Investor Relations, up 5% from our
2012 study.
– By Sector – Top sector using Facebook for IR is Natural Resources,
followed by Technology, Pharma/Healthcare/Biotech, and Industrial
Goods/Basic Materials.
– By Region - North American companies (US and Canada) in our
sample significantly outpaced the rest of the world, with France,
Germany and the UK as the next highest.
– By Market Capitalization – Large cap companies are leading in use of
Facebook for IR, with Small cap and Medium cap following behind at
second and third place.

Facebook Usage and Content
• Companies most commonly use Facebook to share materials such
as:
– Press releases
– Financials
– Annual reports
– Corporate videos
– Company and industry news
– Media coverage
– Event information

Facebook Best Practices
• Emulating the look and feel of the corporate website homepage.
• Pulling in RSS feeds from the IR website or blog to populate
Facebook pages.
• Using Notes and customizable pages to provide additional
information around company assets, highlight important events or
underscore sustainability initiatives.
• Precise commenting guidelines and terms of use.
• Directing visitors to other social channels.
• Linking to financial blogs.
• Expanded use of multimedia such as video and photos to highlight
particular aspects of the business.

Case Study: Goldcorp
Goldcorp (https://www.facebook.com/Goldcorp) incorporates many
Facebook best practices in their account.
Goldcorp has designed their
Facebook page to emulate the look
and feel of their corporate website.
Though not the same photograph,
they use one that appears
prominently on their website.

Case Study: Goldcorp (cont.)
On Goldcorp’s Facebook page are links to various other ways to find more information about
the company - from careers to notes, from photographs to links to social media pages such as
Twitter, YouTube and their blog.

Goldcorp makes special use of
Facebook apps to provide readers very
easy access to all their social media
information all in one place. When
readers click on the “Blog” square on the
front page, they’re taken to a summary
page of sorts (right).
This very clearly lays out the Goldcorp
blog, their YouTube, SlideShare and
Flickr accounts, as well as a feed of
recent Twitter posts. If readers click on
the individual areas, they’re taken to
those Goldcorp accounts where they can
continue to delve more deeply into
Goldcorp’s information.

Another excellent custom tool
Goldcorp uses is the “About Us”
box (left).
Here, they provide easy link
access to information on specific
topics - Investors, Operations,
Corporate Social Responsibility
and Events.

Goldcorp also directs visitors to their other social channels more directly, such as in this
example below, where they’ve provided a link to a new blog entry.

Important corporate news is also
shared through the Goldcorp
Facebook page.
They posted the release of their
Annual Report (right) complete with
images from the document and a
link to the report on their website.

Goldcorp also links to IR material
specifically. They share dividend
announcements on Facebook (left),
and their Q2 2013 conference call
and webcast (below).

Goldcorp live-tweeted their Q2 conference call on Twitter, but also
shared a few key posts on Facebook during the event. First, they
posted an announcement that their Q2 2013 conference call and
webcast was to begin soon (above).

While the meeting was
in progress, they
posted several short
updates on the topic
of discussion at the
moment, or
highlighted certain
information.

When the meeting Q&A
was in progress, they
posted an announcement
on Facebook (left), and
provided a link to where the
presentation would be
available shortly.
Goldcorp gives readers
every opportunity to
participate in the event, and
provides easy access for
interested parties to follow
up with the results of the
event afterwards.

Facebook Engagement
• Q4 also examined engagement practices of companies, how they
are interacting and engaging in conversation with visitors on
Facebook.
• 2013 engagement levels have changed over the last year, revealing
many companies’ increased level of sophistication in their use of the
platform (in the form of “Likes,” “Shares,” questions or commentary).
• Increased engagement with visitors can:
– show the company as responsive, adding to their credibility
– show that the company regularly monitors their social channels,
providing another source of quick, reliable information

Compelling Reasons To Use Facebook for IR
• Facebook is the largest social media platform in the world and
continues to show good growth.
• The demographic showing the highest growth rate on Facebook in
the last year are those aged 45 to 54 years.
• Changes to Facebook’s format (Timeline) in 2012, and a growing
array of custom applications are making it easier for companies to
customize tools and applications to organize, highlight and group
content according to their needs and activities.
• Evidence continues to show that many public companies see value
in using social media to increase awareness and engage with key
constituents.

Download and learn:
• How your peers are using Facebook to interact and engage with investors.
• Which sectors, regions and size of companies are leading the way in
adoption and reader engagement.
• Innovative ways to use video and photos to highlight particular aspects of
your business.
• Effective tactics and tools to better target and serve your IR audience, to
group and highlight information (customizable apps, notes, separate
Facebook pages).
• How to effectively integrate RSS feeds from your IR website or blog to
populate Facebook pages.
Get Your Free Whitepaper Today

About Q4 Web Systems
Q4 is the the leader in corporate websites and social media solutions
for public companies. Hundreds of IR professionals rely on Q4 for their
IR website, social media and mobile applications. Using Q4, public
companies of all sizes increase awareness, reduce risk and build better
relationships with their investors. Through active best practice
research, Q4 has earned a position at the forefront of the investor
relations market, sharing knowledge through webinars, whitepapers
and articles on on http://www.q4blog.com/.For more information,
please email sales@q4websystems.com or contact us toll free at 1-
877-426-7829.

Visit Us Online
• Web: www.q4websystems.com
• Blog: www.q4blog.com
• Twitter: www.twitter.com/q4websystems
• Facebook: www.facebook.com/q4websystems

Q4 2013 Research: Public Company use of social media and IR - part 2: Facebook

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Q4 2013 Research: Public Company use of social media and IR - part 2: Facebook