The document discusses Swedish listed companies' use of social media for investor relations purposes. It finds that the percentage of Swedish companies using Twitter and YouTube for investor relations has increased since 2010. Specifically, it finds that 51% of large and mid-cap Swedish listed companies now have active Twitter accounts, up from 37% in 2010. It also finds that 51% of these companies have a YouTube channel, up from 40% in 2010. The document provides examples of Swedish companies using these channels and offers best practices and tips for using social media for investor relations.

1. Swedish listed companies’
use of Social Media for
Investor Relations
Annica Strahner
IR-seminar June 16, 2011
www.springtime.nu

2. Agenda
1. Why use Social Media for
IR?
2. Swedish listed companies’
use of Social Media
3. Key Success Factors

3. Do investors use social media?

4. Why use social media for IR?
• Social media such as Twitter,
blogs and YouTube improves
search engine optimizing
driving more traffic to your IR
Website.
• A great way to communicate with
retail shareholders providing
them with more in depth
knowledge about strengths and
weaknesses in your company’s
equity story.
• Using social media like Twitter can
help companies overcome a lack
of media and sell-side analyst
coverage and improve liquidity
for their stock.
• By not being there, you let others
set the image of your company.

5. Swedish listed companies’ use of Social Media* – Twitter
*Mapping conducted May 1-June 8 2011, include 134 large and mid cap
companies listed on Nasdaq OMX Stockholm

6. Swedish Listed Companies with active Twitter Accounts
SE 2011 SE 2010
40%
37%
30%
31%
20%
10%
0%
Basis: 134 large and mid cap companies listed on
Nasdaq OMX Stockholm (excluding small cap) Copyright © Springtime AB

7. Swedish companies with active Twitter Accounts
that tweeted Q1 Earnings Results
60%
50%
2011
40%
51% 2010
30%
41%
20%
10%
0%
Basis: 70 companies with active Twitter
accounts including small cap (basis 2010
30) Copyright © Springtime AB

8. Examples of Q1 Earnings Tweets

9. Swedish listed companies’ use of Social Media* – YouTube
+11%
Compared to
2010**
24%
Publish
interviews
with CEO/CFO
51%
have
a YouTube
-channel
*Mapping conducted May 1-June 8 2011, include 134 large and mid cap companies listed on
Nasdaq OMX Stockholm
** Compared to survey conducted by Sculptor IR and Box IR 2010

10. Swedish Listed Companies with YouTube channels
SE 2011 SE 2010
60%
50% 51%
40%
30%
40%
20%
10%
0%
Basis: 134 large and mid cap companies listed on
Nasdaq OMX Stockholm (excluding small cap) Copyright © Springtime AB

11. Swedish Listed Companies with YouTube channels
CEO/CFO Interviews
Yes
24%
No
76%
Basis: 68 companies with YouTube
Channels (excluding small cap) Copyright © Springtime AB

12. Example of Swedish companies using YouTube

13. Swedish listed companies use of Social Media*– SlideShare
78%
of traffic
via
10 450
views
10
Companies
published
Q4 2010
& Q1 2011
*Mapping conducted May 1-June 8 2011

14. SlideShare Traffic Sources
Q4 2010 and Q1 Earnings presentations
Embeds
22%
SlideShare
78%
Basis: 10 Swedish companies, 10 405
views Copyright © Springtime AB

15. Key Success Factors
Activity
•Dialogue
Targets •Engage
•What’s your •Educate
message?
•Target Group?
Strategy •Number of
•How to handle followers or
questions and views?
rumours? •Measure and
•Crisis analyse your
Policy communication, outreach
hi-jacked or
• Explain to your fake account?
employees that as
a listed company
your social media
policy will be rather
strict.

16. Tips & Advice
Use # (hashtag) to make tweets searchable
Provide links whenever possible
Be consistent
Encourage dialogue – ask for questions
Tag your video
Create playlists: management interviews
Use ”Inside”-function to analyse traffic sources
Use the Pro account
Choose category ”Investor Relations”
Tag the presentation: q2earnings2011, investor
relations, interim report etc.

17. Springtime’s offer within IR and Social Media
• Strategy for social media • Corporate and IR blogs:
disclosure – Company specific workshops
– Cooperation IT, Legal, Corporate advising you how to set up an IR
Communication/IR. blog that will be a great context
provider and time saver for the
IR-team.
• Workshop
– Introduction to different social
media channels; Twitter, • Tweets for quarterly
SlideShare, YouTube, Facebook. presentations, Capital Market
Days, blog posts etc.
• Peer analysis
– How active are your peers in • Business Intelligence / Social
social media? Media analysis
– Outreach of tweets and mentions
• Best Practice – Presence in financial blogs
– Examples of Nordic and European – Summary of macro discussions in
Best Practice companies’ use of sector specific blogs and chat
social media platforms for IR. forums.

18. For more information, please contact:
Annica Strahner
Office: +46 (0)8 50 60 17 82
Mobile: +46 (0)708 16 64 66
Fax: +46 8 50 60 18 00
annica.strahner@springtime.nu
twitter.com/AnnicaStrahner

19. People influence people

20. En aktieägares perspektiv på
sociala medier
– Samtal med Carina Lundberg Markow, chef
Ansvarsfullt Ägande, Folksam

21. Frågor
1. Utifrån dina erfarenheter, vilka för- och nackdelar ser du med sociala
medier?
2. Hur använder du som aktieägare sociala medier idag för att söka
information om bolag som Folksam har investerat i? Vilka kanaler/nätverk?
3. Hur skulle du som aktieägare vilja att bolag använde de nya kanalerna för
att kommunicera med aktieägare och öppna upp för dialog? Vilket är ditt
drömscenario?
4. Vilket är ditt råd till IR-chefer idag som anser att riskerna med sociala
medier klart överväger möjligheterna och att kanalernas spontanitet rimmar
illa med finansvärldens regelverk?