10 tips on Social Media and

Investor RelationsSocial media from the point of view of Investor Relations

How should listed companies behave in relation to social media?

Christian Brosstad, Communication Director

SpareBank 1 Gruppen AS,

12th Nordic Investor Relations Conference

Stockholm, 17. juni 2010

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christian.brosstad

pengeroglivet.no

But before we start…

Takk for oppmerksomheten!

http://www.flickr.com/photos/qualman/3742718341/sizes/o/

I’ve got a readingrecommendationfor you!

[…and I don’t get paid to say this….]

This is real life!

”Bloody farmers”

”Fuck SpareBank 1”

BP can’t control its oil leak, and it’s also having a rough time with image control.

BP’s reality?

Photo: http://www.wired.com/images_blogs/epicenter/2010/06/beach.jpg

A Brown Pelican covered in oil sits on the beach at East Grand Terre Island along the Louisiana coast on Thursday, June 3, 2010.(AP Photo/Charlie Riedel)

The public’s reality?

Things happening right now!A mash-up of information

1. 25 % of search results for the World’s Top 20 largest brands are links to user-generated content. • 34 % of bloggers post opinions about products & brands • 78 % of consumers trust peer recommendations. Only 14% trust

advertisements

2. 43 % of institutional investors and analysts regularly read blogs for business information

3. 47 % read blog posts which made them investigate an issue further

4. 85 % of financial services professionals under 50 are using social media

5. 63 % of US pro investors say social media will play an increasinglyimportant role in decision making

Sources: Socialnomics by Eric Qualman, Brunswick Group, Ledermark and SpareBank 1 Gruppen

A NEWmedia landscape

• New technology– 24-hour news cycle – The sender and the receiver are equal– Instant news on your mobile

• The new ‘journalist’– ‘Everyone’ can become a journalist– Operates outside traditional rules and conducts – Trusted as sources of information

This is a challenge for corporations

• New technology makes everyone a ‘witness’– Everyone can listen, talk, share and

publish – News spreads faster than ever – Big corporations are under

‘investigation’ by ‘everyone’– One unhappy customer can easily

create a huge crisis

• You can’t ‘control’ the news flow– Less control of corporate reputation– Need to engage and communicate

through social media

Photo: http://www.mccullagh.org/image/d30-6/inauguration-protest-corporations.html

What is Social Media?

’Social Media is online conversations

and sharing’

…as simple as that…

…you can’t choose not to bein social media – you’re therealready…

9 + 1 things youhave to think about

working in IR

1. Monitor the conversation What are they saying about you? False information and rumours.

Keep yourself up to date with your industry.

2. Think about distribution

3. Think about sharingAdd sharing features to your Investor Relation websites - and be interesting

4. Invite people to talk with you

5. Make guidelines. Help youremployees to be good with social

media!

6. Investors are consuming all your content whether published

by IR or not

”SpareBank 1 har lansert en egen iPhone-app med de nyttigste banktjenestene - nok til å bytte bankforbindelse, spør du oss”.

http://icons.mysitemyway.com/wp-content/gallery/magic-marker-icons-arrows/114823-magic-marker-icon-arrows-arrow-styled-left.png

7. Use social media to build trust with stakeholders –

Be a part of people’s info stream

8. Social Media is not just aboutFacebook, YouTube and

Twitter….it’s also about culture, and the way we do business

Fraud!

Everyone has to thinkabout social media in an organisation

Social productsand services

9. Don’t make your owncommunities.

’Fish where the fish are’.

http://www.flickr.com/photos/changeforge/4265145390/

10. Live your life as if your grandmother is watching.

http://www.flickr.com/photos/davidbessent/89100289/

Thanks for your time!christian.brosstad@sparebank1.no

http://twitter.com/chrisbroshttp://www.facebook.com/christian.brosstadhttp://www.slideshare.net/Christian.Brosstad

http://brosstad.posterous.comhttp://pengeroglivet.blogs.com