Social Media for Company Secretaries
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© Chartered Secretaries Australia Ltd 2011 2011 Annual Corporate Update Exploding the Social Media Myth Thomas Murrell MBA CSP CEO 8M Media & Communications
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How can you engage with shareholders via social media whilst being ASX compliant?More importantly, how can you maximize the benefits and minimize the risks?Our presenter today is an International Business Speaker, author and investor relations specialist.He is recognized by his peers as a Certified Speaking Professional or CSP, this is the industry’s highest award.His latest book Understanding Influence for Leaders at All Levels published by McGraw-Hill is sold in nine countries including the US and UK.In a former life he was a radio & TV presenter, executive producer and Senior Media Executive … describing his 12 years at the ABC as an "apprenticeship".A graduate of three Australian Universities, he gained his MBA in marketing from the University of Western Australia and is a former National Junior Hammer Throw Champion!To talk about "Exploding the Social Media Myth – Essential Communications Tool or Complete Waste of Time” here's CEO of 8M Media and Communications Tom Murrell
Transcript of Social Media for Company Secretaries
© Chartered Secretaries Australia Ltd 2011
2011 Annual Corporate Update
Exploding the Social Media Myth
Thomas Murrell MBA CSPCEO 8M Media & Communications
© Chartered Secretaries Australia Ltd 2011
What Is The Investment Lure?
Title• Bullet point
© Chartered Secretaries Australia Ltd 2011
Fish Where The Fish Are
Title• Bullet point
© Chartered Secretaries Australia Ltd 2011
© Chartered Secretaries Australia Ltd 2011
© Chartered Secretaries Australia Ltd 2011
© Chartered Secretaries Australia Ltd 2011
© Chartered Secretaries Australia Ltd 2011
© Chartered Secretaries Australia Ltd 2011
Backto
Basics
Woois Me
More ROI
Finding A Voice
+ve Followin
g
MarketSensitivi
ty
Backto
Basics
Disengaged
Shareholder
Leveraged
Upside
Platform
Rising Share Price
© Chartered Secretaries Australia Ltd 2011
Change is scary!
© Chartered Secretaries Australia Ltd 2011
Multiple Reputational Platforms
Corporate Story via Social Media
Organisation
Investor Relations
Enabling – Direct Engagement
Diffused
Issues Management – Respond More Quickly
Functional Output
Functional Input
Marketing Communication
Lower cost
Authentic
Better targetting
Employee Communication
- Create community
Normative – Two Way
Conversation
Public Affairs
Figure 1: Benefits of Social Media in Corporate Communication.
Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication. Routledge, Abingdon
© Chartered Secretaries Australia Ltd 2011
The Investor Relations Balancing Act
Lower price due to lack of investor information
Lost credibility from raising expectations too high
Unsustainable premium price
Share price of company
‘Fair Value’
Inadequate disclosure Managing reasonable market expectations
Manipulating expectations and managing reported profits
Investor communication practice
Source: The Centre for Corporate Public Affairs
© Chartered Secretaries Australia Ltd 2011
Leverage the Investment Message
Web with E-Newsletter – regular communication
LinkedIn – Groups, Staff Profiles
Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve
YouTube & Slideshare for presentations
Must Meet Regulations for Disclosure
Investor Communications should engage shareholders at points of highest potential ROSMI
Acquisition RetentionA
wareness
Interest
Desire Action Reinforcement
Ups
ell
Com
mit
men
t
Dev
otio
n
Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies
© Chartered Secretaries Australia Ltd 2011
Social Social MediaMedia
AspirationsAspirations
Social Social MediaMedia
AspirationsAspirations
Social Media Social Media ObjectivesObjectives
Social Media Social Media ObjectivesObjectives
Social Media Social Media Resource – Internal & Resource – Internal & External AudiencesExternal Audiences
Social Media Social Media Resource – Internal & Resource – Internal & External AudiencesExternal Audiences Create Social Media Create Social Media
Narrative & Voice - Snap Narrative & Voice - Snap Audit, Distill Essence, Audit, Distill Essence,
Internal AlignmentInternal Alignment
Create Social Media Create Social Media Narrative & Voice - Snap Narrative & Voice - Snap
Audit, Distill Essence, Audit, Distill Essence, Internal AlignmentInternal Alignment
Internal Internal AudiencesAudiences
Culture Culture ChangeChange
Internal Internal AudiencesAudiences
Culture Culture ChangeChange
EvaluationEvaluation
8M Social Media Methodology
8M Social Media Method
© Chartered Secretaries Australia Ltd 2011
SMART SMART GoalsGoals
SMART SMART GoalsGoals
Target Target StakeholdersStakeholders
Target Target StakeholdersStakeholders
Financial Financial Communication Communication
ChannelsChannels
Financial Financial Communication Communication
ChannelsChannels
Financial MessagesFinancial MessagesFinancial MessagesFinancial Messages
Regulation, Regulation, Relationships, Relationships,
ReputationReputation
Regulation, Regulation, Relationships, Relationships,
ReputationReputation
Social Social MediaMedia
Health Health CheckCheck
Social Media Plan
8M MSIR Method
© Chartered Secretaries Australia Ltd 2011
1. Social 1. Social CapitalCapital
1. Social 1. Social CapitalCapital
4. Investor 4. Investor PresentationsPresentations
4. Investor 4. Investor PresentationsPresentations
6. Media 6. Media Third PartyThird Party6. Media 6. Media
Third PartyThird Party
External Reputation: Credibility and VisibilityExternal Reputation: Credibility and VisibilityExternal Reputation: Credibility and VisibilityExternal Reputation: Credibility and Visibility
3. Aligned 3. Aligned ValuesValuesStrong Strong Internal Internal
ReputationReputation
3. Aligned 3. Aligned ValuesValuesStrong Strong Internal Internal
ReputationReputation
7. Legacy7. LegacyBuild, Brand &
Sustain Reputation
Capital
Seven Centres of InfluenceInte
rnal
Intern
al Re
puta
tion
: Co
nse
nsu
s an
d Ch
ara
cter
Re
puta
tion
: Co
nse
nsu
s an
d Ch
ara
cter
2. Visibility 2. Visibility & Voice& Voice
2. Visibility 2. Visibility & Voice& Voice
5. Writing – web, e-newsletter, 5. Writing – web, e-newsletter, Reports, Investor UpdatesReports, Investor Updates
5. Writing – web, e-newsletter, 5. Writing – web, e-newsletter, Reports, Investor UpdatesReports, Investor Updates
Community and ChampionsCommunity and Champions
