Delivering Digital IR
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DELIVERING DIGITAL IR
17 June 2015
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CHALLENGES OF DIGITAL IR
1
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© Black Sun Plc 2015 www.blacksunplc.com
THE CHALLENGES OF DIGITAL IR
3
PLETHORA OF TARGET AUDIENCES AND THEIR
DIVERSE NEEDS
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© Black Sun Plc 2015 www.blacksunplc.com
THE CHALLENGES OF DIGITAL IR
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MAKING YOURSELF HEARD IN A CROWDED MARKET
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© Black Sun Plc 2015 www.blacksunplc.com
THE CHALLENGES OF DIGITAL IR
5
ARTICULATING YOUR INVESTMENT CASE CLEARLY
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© Black Sun Plc 2015 www.blacksunplc.com
THE CHALLENGES OF DIGITAL IR
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A MULTITUDE OF DIFFERENT CHANNELS
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THE CHALLENGES OF DIGITAL IR
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TO LIKE
NOT TO LIKE?
SOCIAL
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THE CHALLENGES OF DIGITAL IR
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UNDERSTANDING THE COMPLEX WORLD OF DIGITAL
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INVESTOR STORYHOW THE FTSE PERFORMS
2
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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
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© Black Sun Plc 2015 www.blacksunplc.com
YOUR INVESTMENT STORY
11
Who you are
PURPOSE
What makesyou uniqueCo
ntac
ts
100% 48%
59%
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© Black Sun Plc 2015 www.blacksunplc.com
YOUR INVESTMENT STORY
12
INVESTMENT CASE
Strategy
Riskmanagement
How you create value 44%
66%
31%
44%
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© Black Sun Plc 2015 www.blacksunplc.com
YOUR INVESTMENT STORY
13
GOVERNANCE
Structure
Board
Committees& TOR
83%66%
100%
95%
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© Black Sun Plc 2015 www.blacksunplc.com
YOUR INVESTMENT STORY
14
PERFORMANCE
KPIs
5 yr Financials
Share price
Dividends82%90%
33%58%
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© Black Sun Plc 2015 www.blacksunplc.com
YOUR INVESTMENT STORY
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
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HOW COMPANIES ARE DELIVERING SOCIAL IR
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SOCIAL MEDIA ADOPTION
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90% LinkedIn
57% Twitter
40% YouTube
31% Facebook
20% Google+
95% of FTSE companies use social media for corporate communications
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• 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….
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• 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
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• Each has their own advantages or disadvantages – review a wide range to identify which meets your needs
LISTENING AND MONITORING TOOLS
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EXAMPLES
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Link back to webpage
Simple #tag and link
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© Black Sun Plc 2015 www.blacksunplc.com
• 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
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• 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
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http://www.maersk.com/en/social
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EXAMPLES – ANGLOAMERICAN
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Innovative #Tags
#Tags and link to SlideShare presentation
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EXAMPLES - BP
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Pre-registration for event, Twitter Q&A, pre-prepared content calendar, re-tweets from delegates and link to livestream
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© Black Sun Plc 2015 www.blacksunplc.com
• 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
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© Black Sun Plc 2015 www.blacksunplc.com
• 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
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