Sector, Market Cap and Country

Technology companies are the most prevalent users of IR blogs followed by the services sector. Companies in the U.S. are the most dominant users of blogs for investor-related material, with Canada next, closely followed by Europe. Small cap companies use blogs for investor-related material most frequently, followed by large cap and then mid cap companies.

Our research has largely found greater use of social media for IR in the U.S., although it should be noted that our sample includes a large percentage of U.S. companies.

Of the companies in our study, we found the majority is using IR blogs to:

• Provide insight into news, industry developments and the company – not just regurgitating information in press releases or other company materials.
• Compile questions solicited from shareholders (in most cases) in advance of a quarterly earnings call.
• Post videos – again in particular for additional commentary around quarterly earnings call.

Best Practice Examples

Microvision has a great blog and uses it well to engage with investors.  They were one of the first companies to solicit potential questions in advance of quarterly call and ask they be submitted on their blog.  They have also interviewed their CEO to address questions received on behalf of investors about an upcoming industry-related conference.

Cisco’s blog ‘The Platform‘ is all encompassing and has a stream of posts from technology to a review of the quarterly report by the CFO.  They have a great use of video that is evidenced by the recording of their CFO to discuss earnings.

Instead of providing specific context around their earnings, Johnson & Johnson uses their blog to provide commentary on their strategy as outlined by the company’s CEO and Chairman on the quarterly call.

They also use their blog to share the key ideas discussed at their annual meeting, as well as posting the shareholder results.

Earlier this year, their legal counsel, Doug Chia shared a post about how they joined Moxy Vote so that shareholders can directly cast shareholder votes through the site:

Accelyrs Software’s blog is geared toward customers with contributions by product managers, developers and research staff. However, in spite of being mainly used to discuss product and industry information, the company did post the details of their merger with Symyx Technologies.

In January 2010, China Wind Power launched their IR Blog.  For a small cap Canadian company, China Wind does a great job of keeping their stakeholders apprised of their business strategy and company developments. For example, the image below provides an overview of one of their development projects:

http://chinawindpower.posterous.com/tag/developmentphases

Emulex has four blogs that cover off all aspects of their business including marketing, R&D and the technology industry in general.  They also have a  “CEO Blog” which is authored by Jim McCluney, the company’s president and CEO.  McCluney uses the blog to convey his expertise of the company’s business through detailed commentary on company news.

Rackspace has a corporate blog that covers a diverse range of topics including corporate strategy, company news, industry events and investor-centric information.  For example, recent posts pertained to an overview of a strategic partnership, while another covered an analyst day at the NYSE.

They also posted a video in which Patrick Walravens, an on-demand and enterprise software analyst at JMP Securities (who covers the company) interviewed Lew Moorman, President, Cloud and Chief Strategy Officer.

We are in the midst of updating our research and will be issuing a new whitepaper series in mid-June. Stay tuned!

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You may have heard commentators speculating that social media is just another fad that doesn’t really have any effect on corporate web sites or corporate communications strategies.

However, the findings in our FTSE100 Online Audience Report suggests otherwise.

Social media is a growing source of traffic, referring 3% of visits
Our research shows that in the last two years social media referrals to FTSE100 web sites have grown to 3% of total traffic (from under 1%). If this rate of growth continues (and there is no reason to suggest that it will not) social media referrals will account for approximately 10% of traffic in two to three years.

Influential social media platforms
So which of the social media networks are sending visitors to your site?

Social media referrals are dominated by Wikipedia, LinkedIn and Facebook although (perhaps surprisingly) Twitter is not yet a significant driver of traffic to corporate web sites.

The study found Wikipedia has been the leading provider of social media traffic to FTSE100 sites. This is because of the prominence it has in search engine results driven by active updating of Wikipedia content. LinkedIn is also an increasingly important source of careers traffic and it has become the ‘careers equivalent of Facebook’.

Despite the volume of activity on Twitter surrounding FTSE100 companies, it refers relatively little traffic to corporate sites except around results announcements. This is an indication that the Twitter conversation exists away from FTSE100 sites and is of a different nature to the kinds of conversations that take place on blogging platforms.

In our FTSE100 social media index published earlier this year, Twitter was the most used social media channel in the FTSE100. We found that 61 companies had an active Twitter account, up from 56 in June  2011 (+9%). It appears that it would imprudent for corporate communicators not to be on this channel and monitoring what has being said about the company away from their corporate web sites.

The move from social to convergence communications
Although we have gone into detail about mobile visitors in an earlier blog, it is worth mentioning that the key to the pick up in social media is the growth in mobile visitors, which accounts for around 5% of visits to corporate web sites. Our findings lend support to the idea that we may be moving from ‘social’ forms of communication to a deeper convergence of all communications and channels.

To request a copy of FTSE100 Online Audience Report, you can contact paul at paul.greenwood@the-group.net.

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Based on our ongoing discussions with IROs regarding social media, we aren’t really surprised by the low incidence of corporate blogs in our studies. When it comes to social channels for investor relations, blogs may represent too much of a sustained effort or are viewed as high risk in terms of disclosure. While companies may be comfortable with micro-blogging to tweet previously released information, creating original articles for a blog poses challenges in content creation and can be seen by legal departments to be fraught with disclosure risk.

Both of these concerns can be addressed by realizing that generating content is centered on providing context around the company (operations, key business metrics, corporate strategy, performance) and its industry. Risk can largely be addressed by creating effective social media policies, which incorporate disclosure controls or guidelines.

Our research has found that many companies already have one corporate blog where marketing, product or research staff comment on new products and provide their viewpoint on industry developments. As such, the IR department could slowly start incorporating investor-related material on the blog.  Investors should be informed that the company would also be posting this information on the blog. One obvious way to inform investors is by issuing a press release with a link to the blog. It is also important to prominently display the blog icon and the fact that investor information is also going to be shared on this new channel on the company’s website.  Most companies, who are using social media, display the social icons on their homepage, provide a ‘connect with us’ at the top of the homepage or choose to have the icons appear on all the pages. We have shared some of the ways that companies display their social networks on their website in this post: ‘Corporate Social Media Best Practice: List Social Networks on your Website‘.

In addition to sharing IR material, companies can also use the blog to provide insight and commentary on: peer/sector related news, such as scientific publications that impact or pertain to the company’s work.  This is a great way to approach your CEO or CFO to see if they would be interested in providing some commentary on the blog.  Legal will be concerned of course, but the information wouldn’t obviously be anything that has already been publicly disclosed.  If your CEO is not a great writer, see if he/she would like to be recorded talking about their thoughts on a recent event. For example, having your CEO talk about the merits of a merger and what it means for shareholders adds a lot of value. As in our experience, investors don’t want a regurgitation of the press release.

Another way to start using a blog for IR is to ask investors what questions or issues they would like addressed on an upcoming earnings call or annual meeting. By monitoring and actually answering the questions submitted by investors will let investors know that the blog is a place where they can interact with management.

Best Practices for IR Blogs

Based on our research we have put together some best practices for IR blogs:

• Provide insight into news, industry developments and the company – don’t just regurgitate information in press releases or other company materials.
• Use the blog to solicit questions from shareholders in advance of a company event such as a quarterly earnings call or annual meeting.
• Post videos, which will help provide additional commentary around company events such as a quarterly earnings call or annual meeting.
• Provide a “Discussions Policy” and the company’s disclaimer (or a link to where the disclaimer can be found on the company’s website.)
• Although not seen very often, posting the bio and avatar of the main contributor(s) to the blog can help companies give shareholders a more personal touch. It is also useful to provide contact information (even it is housed someplace else on the corporate or IR website) for the IR person/department.

NOTE: In this post, I jumped right in with some suggestions for incorporating an IR blog into your communications strategy. What I didn’t address is how to get the initial buy-in from your management team and legal to start using social media for investor relations. I’ve provided some suggestions in this post:  ‘How to Get the C-Suite to Embrace Social Media for Investor Relations’.

The second part of this series will provide findings from our research including: what sectors and size of companies (based on their market cap) are the most prevalent users of IR blogs, and what country has the highest adoption rates. We will also include what we consider some best practice examples of companies who use IR blogs to help tell their investment story.

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While many companies have been quick to hop on board the latest digital and social channels, many have struggled with disclosure; unsure of how to properly control and filter the information they are sharing with investors.  Thankfully, NIRI has consistently released insightful and industry-leading papers such as this latest piece, that have become for many companies, the go to reference for best practices in all things investor relations.

This latest volume is especially interesting due to the large amount of changes and developments in web disclosure over the last five years (we have discussed some examples of companies who have adopted web disclosure practices on our blog).   What follows are some of the key highlights and commentary on the best practices for online web disclosure, blogs and forums and social media.

Liability for third party web comments

The paper makes note that a company is responsible for all communications that it makes on its own behalf including corporate blogs or electronic investor forums.  In both these cases, some companies may be concerned that they will be held responsible for what third party users write on these platforms.  These comments however, are not their responsibility and companies need not fear any reprimand from comments made by third party users.

Use of Company Website for Disclosure

In 2008 the SEC issued the “Commission Guidance on the use of Company Websites” which acknowledged that a company website would satisfy FD disclosure requirements if:

1. The website is a recognized channel of distribution of information to the market;
2. The website is a source of board dissemination to the market and;
3. There has been a reasonable waiting period for investors and the market to react to posted information.

NIRI notes that disclosing material nonpublic information solely via a corporate website is only an emerging best practice and by no means a standard.  Most companies continue to use multichannel distribution methods to insure the broadest distribution to their investors.  NIRI also notes to be aware of web-crawling dangers.  Make sure that you have a strong password and some form of protection in order to access the information.  Without it, the information is susceptible to web crawling and the risk of being accessed and published prematurely before it was intended to be made public.

Blogs and Electronic Forums

As mentioned earlier, blogs and forums can be a point of contention for many companies who are concerned about the two way street of communication that is opened up between the company and whoever decide to comment on the web.  Here are a few of the best practices NIRI listed in regards to blogs and e-forums:

1. Statements made by the company must comply with anti-fraud law.
2. Companies should establish a clear policy on what employees are allowed to contribute to the corporate blog and e-forums.
3. Companies who decide to publish a blog should establish and publish clear terms and conditions designed to limit the company’s liability.

In general, the overall focus of NIRI’s best practices for blogs and forums, is to set clear guidelines and rules both within the company and among users of the communication channels.  The guidelines protect the company from any liability and make sure they have as much control over the communication as possible.

Other Forms of Social Media (i.e. Twitter, Facebook)

Like blogs and e-forums, other popular forms of social media can make some companies nervous because of the open-ended possibilities of communication.  While the lack of control can seem daunting, these are the channels of communications that your investors use on a daily basis.  As time passes, they are going to demand that companies reach out to them on their preferred platform rather than being forced to search out the company’s.  Here are a few key best practices outlined by NIRI:

1. Regulation FD and SEC rules still apply when making posts
2. Developing a strong and clear social media policy is of the utmost importance.  Make sure to have a policy readily and clearly available for users to review on all social channels
3. Incorporate the company’s existing disclosure policies into social media guidelines
4. Anyone who will be using social media should have training and thorough understanding in regards to applicable security laws

Even if your company does not Tweet or post anything it is still important to monitor what is being said about the company, it’s management and it’s products and/or services.  Comments and posts on social media can be damaging to a companies reputation and it is important to be aware of what is being said.

This is just a small sample of this incredibly resourceful look into current best practices in investor relations regarding disclosure.  We encourage everyone to get a copy right away to help evaluate and improve your company’s current disclosure policy.  Again, Standards of Practice for Investor Relations Vol. III-Disclosure can be found on the NIRI website.  All NIRI members are able to access a free electronic version while no members have to pay a small fee.

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Still, all this development with social media in investor relations doesn’t make the process any less daunting, whether you are just starting off a program of your own or have been one of the early users. Some main concerns before delving in are: how do you see the results of your efforts and how can you learn from them?  One of the main reasons that many companies do not end up exploring social media is because they are concerned they won’t be able to track its effectiveness and will not be able to justify putting the effort into including it as part of their communication strategy.

A good starting point for companies is to become aware of some of the free tools to help gauge the ROI of their communication efforts.  Google Analytics is one such free tool that cannot only be used to see the activity on your own corporate website but will work for your various social media channels as well. As a matter of fact our platform is integrated with Google Analytics.

Eugen Oprea at socialmediaexaminer.com recently published a great how-to-guide for measuring social media traffic with Google Analytics.  If you’re exploring how to start using social media or already are, you should check out the guide to get a step-by-step walk though of how to properly set up Google Analytics complete with screenshots.  While setting up Google Analytics can seem like a daunting task at first, Oprea provides clear and friendly instructions that will have you running off traffic reports with Google Analytics in no time.

Google Analytics gives you the opportunity to see how the people who came to your site got there.  Perhaps on Facebook you will see that a large amount of people who are stopping by the page are doing so by seeing that some of their friends have liked your page or shared a post.  Perhaps a specific link that you shared on Twitter got a lot of attention.  By understanding the process that drives people to your channel you can play even more to that strength, emphasizing that factor in your messaging.  Knowing why people are interested in your site might show you something you weren’t aware of.

Google Analytics also offers you a chance to see what people are looking for on your channel.  By seeing what the most popular links and section on the page are you can get a better understanding of what people are looking for and the content they find most interesting.  With Twitter you will be able to see what links you provided were most interesting and how long someone took looking through your feed.  This will help you understand what kind of content you should be focusing on and see how well you are really engaging with your audience.

Google Analytics is a great tool to track social media traffic.  It offers you a chance to get comprehensive information on what is bringing your users to your social channels and what they are doing well they are there.  That key information allows you to make justifiable tweaks and adjustments to your social strategy. It also gives you an opportunity to create comprehensive reports to show those unsure of your progress the kind of results you are seeing.

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One-Step SlideShare Publishing
Investor presentations (slides) are a key element of IR websites and today many IROs are publishing their slides to SlideShare. We’re excited to announce that any presentation uploaded to a Q4 IR website can now be simultaneously published to the company’s SlideShare account.

Clients simply add their SlideShare credentials to the social media dashboard and then upload a presentation to their Q4 Web instance. The presentation is then automatically published to the company’s IR website and SlideShare account.

If the client’s IR website is configured to display the most recent presentation in the SlideShare Player (like on the Ryder site below) then it will automatically display there as well.

Combined with Q4 Web’s alerts, a short message and a link to these presentations are automatically sent to our clients’ email list, RSS, Twitter, Facebook and StockTwits accounts. And if the company is a StockTwits Enterprise subscriber, the message and link is distributed across the financial web to more than 40M investors.

Interactive XBRL Financials now included for all SEC filers
XBRL or Extensible Business Reporting Language is a standard for financial reporting required by the SEC: http://xbrl.sec.gov/. The SEC regulation requires companies to post XBRL files on their site within a day of filing with the SEC. These include but are not limited to all quarterly (10Q) and annual (10K) financial reports. When displayed in an interactive format, this data gives investors more meaningful information to make investment decisions.

As part of our ongoing commitment to improve the quality of our client’s IR websites, we’re pleased to announce that all companies that file in XBRL will now automatically have a free interactive XBRL financial viewer on their IR website. This viewer makes it easy for investors to access and analyze all of the companies reported financial data in a great degree of detail directly on the company’s IR website – minutes after being filed with the SEC.

We’re committed to continuously improving Q4 Web and giving our clients the capabilities they need to be competitive in today’s market. We look forward to announcing the next batch of upgrades in the summer.

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The paper is split into three different sections:

Advantages of utilizing Social Media for your performance reporting

Some of the advantages of using social media for your performance reporting include:

• Reaching a larger audience;
• Differentiating yourself from competitors;
• Building trust amongst stakeholders;
• Brand management;
• Being seen as proactive and innovative; and
• Alleviating the IR department’s efforts.

Overall, the advantages given reflect the reasons why most companies are interested in getting involved in social media in the first place.  It takes a company from just another in the pack to being viewed as an innovative, communication focused company that wants to build strong relationships with its investors.

Potential Challenges in implementing Social Media for your performance reporting

Some of the challenges outlined include:

• Regulatory constraints;
• Increasing audience participation;
• Measuring success;
• Cost/benefit issues;
• Lack of senior management buy-in; and
• Evolving technology.

Many have probably heard these issues when discussing the possibility of implementing a social media plan.  The report does an excellent job of outlining the challenges and offering key insights into how to over come them.

Roadmap for implementing a Social Media strategy

The report outlines 8 steps for implementing a social media strategy, including excellent tips for how to overcome certain obstacles that can get in the way of implementing the plan.

What are your peers doing?

The first steps have to do with early development ideas like going out and seeing how other companies are using Social Media and developing a clear strategy of how Social Media would work for you.  Once you have a strategy it is important to get executives excited about the program and show them the potential Social Media has in their performance reporting goals.

Policies and Procedures

After outlining the first couple of steps in warming everyone up towards a Social Media plan, the study then takes an in-depth look at possibly the most important part of the process; setting up the necessary polices and procedures for your Social Media program.  Making clear procedural plans minimizes the risk of anything going wrong with your program and ensures that if something unexpected does happen you will be ready for it.

Allocating Resources

The study then looks at setting up accounts on individual Social Media sites and makes suggestions on how to properly allocate resources to those sites.  Not every company is the same and companies need to understand what they need how they can most effectively make use of a Social Media program.

Monitoring & Maintenance

Once everything is set up the study concludes by outlining the importance of monitoring the conversations that are taking place on your channels and regularly taking the time to evaluate how your program is doing.  Although it is common knowledge by now for most, it is still worth noting that Social Media needs to do regularly maintained.  You need to make sure that the program is being regularly monitored and evaluated in order to see results from the program.  Letting your program fall by the wayside is not only a waste of the time you have already allocated to the project, but also damaging the relationship you have with the people who chose to interact with you through Social Media.

This is a truly excellent study for anyone to check out.  Whether you are thinking about starting to use or are currently using Social Media as part of your performance reporting communication strategy it is a great resource for getting some key information and insights.  In our work at Q4 has seen an amazing rise in the adoption of Social Media in the world of IR.  If you have any questions regarding your current or future Social Media plan, check out CIRI’s and CICA’s Role of Social Media in Performance Reporting Discussion Brief – it is a great resource for you at whatever stage of the game you are in.

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eXstensible Business Reporting Language (XBRL) allows for easy and reliable electronic communication of business and financial data.  It makes it easy for companies to communicate directly with investors in a user-friendly format.  Due to its positive features, it is quickly becoming the industry standard.

The main reason why XBRL is so important, particularly with the financial industry and Investor Relations, is that it efficiently filters the large amount of data that is constantly pouring out from various companies.  This great amount of information is incredibly useful, but the task of organizing everything is daunting to say the least.  Luckily, the latest technology allows for the analysis of massive amounts of data across multiple industries making things much easier and efficient.

Investors are especially happy to see XBRL being utilized and embraced.  They are excited by this new amount of information they have access to. The easy access to financial news and updates is going to help them feel more connected to their investments.  XBRL’s efficiency and accuracy saves a lot of time and money, which is something investors are always mindful of and sensitive to.   Things will only continue to improve now that SEC requires that reports be submitted in XBRL.

Moyer has done an excellent job at advocating for XBRL and really illustrates how it is bringing growth and change to the handling of digital financial data.  With the amount of information now being made available, it is important that it is provided in the most efficient and transparent way possible.  XBRL offers companies a great opportunity to effectively communicate with investors and get them the information they are looking for in the easiest way possible.  More and more companies are coming to realize just how important Investor Relations is, and with XBRL, they have an opportunity to show investors they are working to create the best experience for them they possible can.

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We get an excellent look at how IRO’s are continuing to develop in Social Media, using both YouTube and SlideShare as a way to give investors an up close and personal look at what is going on inside and outside the company.  YouTube offers the chance for companies to post video messages from the CEO, show off new products or services and provide in-depth coverage on corporate news and events.  Likewise, SlideShare offers companies a chance to let investors in on important corporate presentations, allowing investors to get easier access to important information.

With 10+ different in depth case studies, we offer the chance to discover some of the emerging best practices in regards to these growing Social Channels.

Get the FREE Whitepaper today and you’ll learn:

• Best practices for posting corporate presentations.
• What makes a corporate YouTube Video go Viral.
• The benefits of creating IR content specifically for YouTube.
• The importance of having an official account.
• How to build and maintain an easy to access playlist for investors to easily find the content they are looking for.

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