Q4 Research: Public Company use of social media for IR - Part 3 YouTube & SlideShare

Summary Presentation: Download Complete Whitepaper

October 2012

http://go.q4websystems.com/2012YoutubeSlideShareWhitepaperDownload.html?ps=sss

Q4 Whitepaper: Public Company Use of Social Media for IR

Part 3: YouTube & SlideShare - Summary Slides

Why Social Media Matters For Investor Relations

• Social media has become one of the key methods for companies to

engage in discussion, share information, and connect with their

audiences.

• The number of users communicating on social media platforms is

compelling. Over 900 million on Facebook, 555 million users of

Twitter and over 150 million people on LinkedIn1.

• Research shows that:

– 49% of professional investors are reading blogs and 27% use YouTube2

– 3 out of 5 financial bloggers use Twitter as their primary news source3

– 63% of institutional investors believe social media will become

increasingly important to them4

Sources: 1. All Twitter Blog (Mediabistro), 2012 | 2. Rivel Research, 2010 | 3. Financial Media Conference, 2011 | 4. Brunswick Group, 2009

Download Complete Whitepaper




Overall Social Media Findings


• Q4 performs year over year reviews of social media is used for

Investor Relations by the companies in our sample. Our findings in

2012 reveal:

– slight increases in Twitter and Facebook use

– significant increases in use of SlideShare and corporate blogs

• Our study includes some new measurements for 2012:

– 64% of companies are listed on StockTwits

– 65% of companies have their social media links on their corporate

website

– 32% of companies have a social media summary page to help users

find the appropriate feed or page




2012 Research Sample


• Q4 research sample size for social media research has grown from

80 public companies in 2009 to a total of 807 in 2012.

Airline, 16

Automotive, 12

Consumer Goods, 114 Exchanges, 4

Financial Services, 67

Industrial goods/Basic materials, 67

Media, 8

Natural Resources, 134

Pharma/Healthcare/Biotech, 43

Real Estate, 13

Services, 120

Technology, 139

Telecommunications, 30

Utilities, 40

Companies Included in Study by Sector




YouTube


• While both Twitter and Facebook have higher use for IR, YouTube’s

sheer size and reach as a social platform cannot be ignored.

– Largest and most popular online video forum in the world, with

over 800 million unique users each month.

– 70% of user traffic is from outside the US.

– According to the Burson-Marsteller Fortune 100 Social Statistics

Report: Percentage increase of Fortune 100 companies using

YouTube is 39% in the last year.




YouTube For Investor Relations

• Q4’s 2012 sample shows that 68% of companies have a YouTube

account, slightly up from 2011. Of these, 29% use YouTube for

Investor Relations.

– By Sector - Top three sectors using YouTube for Investor Relations are

Natural Resources, Technology and Pharma/Healthcare/Biotech.

– By Region - North American companies in our sample significantly

outpaced the rest of the world, with European companies, led by the UK

and Germany, as the next highest.

– By Market Capitalization - Large cap companies lead in use of

YouTube for IR, followed by Small cap and then Medium cap.





SlideShare


• Primarily used as a business tool, SlideShare is an ideal platform for

public companies to easily share presentations and documents with

investors, analysts and other interested parties.

– Largest online presentation sharing community in the world, with

over 60 million visitors and 130 million page views monthly.

– Recently voted #9 in a list of the world’s Top 10 tools for

education and e-learning by the Centre for Learning and

Performance Technologies (Twitter and YouTube were voted #1

and #2, respectively).




SlideShare For Investor Relations

• Q4’s 2012 sample shows that 25% of companies have a SlideShare account, down slightly up from 2011 (but up from 2010). Of these, 44% use SlideShare for Investor Relations.

– By Sector - Top three sectors using SlideShare for Investor Relations are Utilities, Natural Resources, and Financial Services.

– By Region - North American companies in our sample significantly outpaced the rest of the world, with Sweden, Germany and Brazil the next highest.

– By Market Capitalization - Small cap and Large cap companies were virtually neck-in-neck for use of SlideShare for IR, followed by Medium cap.





YouTube & SlideShare Usage and Content

• Companies use YouTube and SlideShare to share visual materials,

providing consumers and investors with information about their

organization, their industry and their markets.

– YouTube – Used for sharing product and promotional videos, Corporate

Social Responsibility videos, executive interviews (including the CEO or

CFO discussing results or acquisitions), and videos detailing corporate

strategy, assets, etc.

– SlideShare – Used for sharing presentations and documents

concerning Corporate Social Responsibility, annual reports and general

meetings, corporate performance, merger and acquisition details, and

more.





Best Practices

YouTube and SlideShare are different social channels, but best

practices for companies sharing visually oriented IR material is

consistent.

1. Providing greater context on investor-related information

2. Emulating the look and feel of the corporate website

3. Directing or linking visitors to corporate website or other social

channels

4. Organizing content for easy and targeted access

5. Consistently delivering content





Best Practices

1. Providing greater context on investor-related information


http://www.youtube.com/user/erstegroupbankagchk.com

Erste Group (left) posted a

video on YouTube of their CEO

announcing 2012 results. It is a

fairly common YouTube

practice for IR, and gives

investors an easy way to gain

greater understanding of the

company’s leadership and

operation.








Best Practices

1. Providing greater context on investor-related information (cont.)


Arc Resources has used YouTube to

provide updates on their construction of a

new gas plant in Alberta.

In a series of five videos, the first (right)

was posted in October 2011 to outline the

project, their goals, strategy and projected

completion date. The last, in April 2012,

shows the successfully commissioned

plant, delivered on time.

This kind of practice keeps investors up to

date on the company’s progress, showing

they are doing what they said they were

going to do.

5 video playlist - http://www.youtube.com/playlist?list=PL3A58E9B609F65DFA&feature=plpp


http://www.youtube.com/playlist?list=PL3A58E9B609F65DFA&feature=plpp



Best Practices

1. Providing greater context on investor-related information (cont.)


Ferrovial added a presentation

deck on SlideShare (left) after

its Annual General Meeting, so

if any shareholders missed it,

or would like to refer back to it

or get a closer look at the

numbers, they can easily do

so.

It is a simple and effective way

to put the information at

investors’ fingertips.

http://www.slideshare.net/ferrovial


http://www.slideshare.net/ferrovial



Best Practices

2. Emulating the look and feel of the corporate website


It is important to ensure that all social media

channels adopted by a company have the

same corporate look and feel that the rest of

their communications tools have.

Investors and other constituents need to be

able to identify the source of the information.

http://www.youtube.com/iberdrola?DCSext.siguenos=youtube

http://www.slideshare.net/Iberdrola?DCSext.sig

uenos=slideshare

Iberdrola does an excellent job of this on both

YouTube and SlideShare, making it obvious

to any visitors that these channels are part of

their overall communications strategy


http://www.youtube.com/iberdrola?DCSext.siguenos=youtube

http://www.slideshare.net/Iberdrola?DCSext.siguenos=slideshare

http://www.slideshare.net/Iberdrola?DCSext.siguenos=slideshare



Best Practices


channels


Social media can be a powerful

informational tool, but it is at its most

effective when visitors can move back

and forth across platforms easily,

accessing the content they want, and

in the format they prefer.

Best practices for videos and

presentations are similar to that of

other social media; on all platforms,

wherever possible, companies should

be providing links.

To the left are some examples from

Ferrovial, Arc Resources and Erste

Group.




Best Practices


channels (cont.)


Another effective way to direct visitors

back and forth between a company’s

social channels, and make it much

easier for them to share, is to embed

that video and presentation content.

Arco Resources (right) does this on

their corporate home page, where

they provide an embedded SlideShare

presentation. This allows viewers to

access the presentation from either

site – their corporate website or from

SlideShare directly – and to easily

move back and forth between them.

http://www.arcoresources.com/s/Home.asp


http://www.arcoresources.com/s/Home.asp



Best Practices



It is vital that companies make it easy for

visitors to navigate through content, to

easily find what they are looking for –

especially if they’re targeting a specific

audience, like investors.

This is most effectively done by grouping

similar content into playlists, or by creating

customized content tabs.

British American Tobacco, for example, has

five separate video playlists, one named

specifically for visitors looking Investor

Relations material.

http://www.youtube.com/user/WelcomeToBAT/videos?view=1


http://www.youtube.com/user/WelcomeToBAT/videos?view=1



Best Practices



Dell is a great example of how to group

content on SlideShare.

Under their “recently added presentations”

section, they have divided content into

specific topics, like Dell Enterprise, Dell

Services, and Dell for Business.

http://www.slideshare.net/dell


http://www.slideshare.net/dell



Best Practices

5. Consistently delivering content


Best practices for YouTube and SlideShare in the Investor Relations context is

content consistency. If a company shares a quarterly results presentation in one

quarter but does not the next, visitors may lose confidence that the company

regularly monitors and updates the channel.

Arc Resources is very consistent with

content on both channels, with quarterly

results and investor presentations. http://www.slideshare.net/arcresources

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http://www.slideshare.net/arcresources

http://www.youtube.com/playlist?list=PL50416D852AF7CBAD&feature=plcp

http://www.youtube.com/playlist?list=PL50416D852AF7CBAD&feature=plcp



Compelling Reasons To Use YouTube & SlideShare for IR

• Both YouTube and SlideShare have a significant number of

worldwide users - over 800 million and 60 million visits each month,

respectively.

• Consumers, analysts and investors are increasingly using these

platforms to learn more about companies and their industry, keep up

to date on developments, and share information.

• 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 to:

– How your peers are using YouTube and SlideShare to interact and

engage with investors

– What sectors, geographic regions and size of companies are leading

the way in adoption

– Innovative ways to use of video and presentations to provide investors

more industry context

– Best practices for organization, grouping, and delivery of IR content on

YouTube and SlideShare

Download the Complete Whitepaper Now!!


Get Your Free Whitepaper Today

http://q4websystems.com/Theme/Q4WebSystems2010/files/WhitepaperJan2011/index.html





About Q4 Web Systems

Q4 is 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 http://www.q4blog.com/.For more information, please

email [email protected] or contact us toll free at 1-877-426-

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Q4 Research: Public Company use of social media for IR - Part 3 YouTube & SlideShare

Social Media

Transcript of Q4 Research: Public Company use of social media for IR - Part 3 YouTube & SlideShare