Delivering Digital IR

DELIVERING DIGITAL IR

17 June 2015

CHALLENGES OF DIGITAL IR

1

© 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 STORYHOW THE FTSE PERFORMS

2


YOUR INVESTMENT STORY

10

Who you are

PURPOSE

GOVERNANCE

PERFORMANCE INVESTMENT CASE

What makesyou unique

Structure

Board

Committees& TOR

StrategyKPIs

Financials

Riskmanagement

How you create value

Share price

Dividends

ENGAGEMENT

News

Cont

acts

Cale

nd

ar

AG

M

web

cast R

SS



11

Who you are

PURPOSE

What makesyou uniqueCo

ntac

ts

100% 48%

59%



12

INVESTMENT CASE

Strategy

Riskmanagement

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

Dividends82%90%

33%58%



15

ENGAGEMENT

News

Cont

acts

Cale

nd

ar

AG

M

web

cast R

SS

91%

79%

86%62%

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

Investor Relations

social ir

challenges of digital

investment story

social strategy

social channels

social media adoption

social media fee

engagement strategy