oslo børs & cision|social media usage in ir|oslo|december 4th 2008

To Rethink is a Mustoslo børs & cision|social media usage in ir|oslo|december 4 , 2008

“In the old days, someone might have a bad customer experience and tell 10 people. But now, with the rise of blogs, MySpace and Facebook, that person might

be able to tell 10 000 people This totally changes the be able to tell 10,000 people. This totally changes the dynamic, and importance, of customer experience.”

Bruce Temkin, vp/principal analyst at Forrester Research

Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html, Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

social media usage in ir|rethink

New Behaviorsocial media usage in ir|rethink

Source: Brian Solis, PR 2.0, The Conversation Prism, Creative Commons

Source: Edmunds CarSpace, http://www.carspace.com/, Ford, http://www.fordvehicles.com/

Source: BBC News The Editors Blog, http://www.bbc.co.uk/blogs/theeditors/2008/02/journalists_and_pr.html

Social Media Release• Social Media Release• Google News• The own web sphere

Press release

A new

• Cantos• Seeking Alpha / Yahoo Finance • The own web sphere

Presentation

CEO • Hoover & Google Finance• Wikipedia• The own web sphere

CEO Bio

Pictures &Videos

• Flickr• You Tube• The own web sphere

social media usage in ir|rethink

Search is the Entrancesocial media usage in ir|rethink

Source: Google, www.google.com

Source: Google Adwords, www.google.com

Source: Dagens Industri, http://di.se/Avdelningar/Artikel.aspx?ArticleID=2008\12\03\314429&sectionid=Ettan

Source: Google, www.google.com/search?hl=en&q=varsel+trelleborg&btnG=Google+Search&aq=f&oq=

social media usage in ir|rethink

Online Authoritiessocial media usage in ir|rethink

Source: Google, www.google.com/search?hl=en&q=statoil+hydro&btnG=Google+Search&aq=f&oq=

Source: Wikipedia, http://en.wikipedia.org/wiki/StatoilHydro

Source: LinkedIn, www.linkedin.com/companies/6792/drugstore.com?csrfToken=ajax%3A7159645781858767180

social media usage in ir|rethink

The Conversationsocial media usage in ir|rethink

Source: Seeking Alpha, http://seekingalpha.com/symbol/sto?source=search&s=sto

Source: Dell Shares, http://en.community.dell.com/blogs/dell_shares/archive/2008/08/28/2q-earnings-optimizing-for-growth-profit-and-cash-flow-over-time.aspx#comments

Source: Jonathan Schwartz's Blog, Sun, http://blogs.sun.com/jonathan/

Source: Media Culpa, www.slideshare.net/kullin/corporate-blogging-among-nordic-listed-corporations-presentation?type=powerpoint

social media usage in ir|rethink

Real Time Communicationsocial media usage in ir|rethink

Source: Twitter, http://twitter.com/sgnews/statuses/913591868

Source: Twitter Blog, http://blog.twitter.com/2008/07/twitter-as-news-wire.html

social media usage in ir|rethink

Sharingsocial media usage in ir|rethink

g

Source: Sun, www.sun.com/aboutsun/investor/earnings releases/pr/fy09q1/index.htmlSource: Sun, www.sun.com/aboutsun/investor/earnings_releases/pr/fy09q1/index.html

Source: SlideShare, www.slideshare.net/search/slideshow?q=q3+report&x=0&y=0

social media usage in ir|rethink

The Crisissocial media usage in ir|rethink

Source: JetBlue, http://www.youtube.com/user/JetBlueCorpComm

social media usage in ir|rethink

Measuring Efficiencysocial media usage in ir|rethink

g y

Source: Google Analytics, www.google.com/analytics/

Five-step process

1. Conduct keyword research so you know what people are looking for

2. Edit press releases to include search terms

3. Have special hyperlinks on hand, and use them wisely

4. Distribute via wire service that is crawled by news search enginescrawled by news search engines

5. Test a variety of press releases

• During the period February 2004 to April 2005 Southwest Airlines was April 2005, Southwest Airlines was able to directly track more than $2.5 million in online ticket sales to optimized press releases

Source: Southwest, http://www.southwest.com/about_swa/press/prindex.html, PRWeb, http://www.prweb.com

social media usage in ir|rethink

Q&Asocial media usage in ir|rethink

QQ: Can we get the presentation?A: Yes, it is available at Slideshare, www.slideshare.net/peter.einarsson

social media usage in ir|rethink

PEI ABsocial media usage in ir|rethink

Peter Einarsson, online visibility strategistMobile: +46 708 666 995 | E-mail: pei@pei.se IM (Skype): peter_einarsson | IM (Google Talk): peter.einarsson | IM (MSN): pei@pei.se Bookmarks: http://delicious.com/pei | Friendfeed: http://friendfeed.com/peiswedenTwitter www.twitter.com/peter_einarsson