This week the FCS hosted our first breakfast of 2017 in New York with a crowd of 80+ turning out to hear a discussion on “How Digital Media is Upending Financial Communications.” The event kicked off with a presentation from Steve Lipin, Senior Partner, and Sparky Zivin, Partner, of Brunswick Group, on Trends in Digital Media Use by the Investment Community.
Two key takeaways from their presentation were:
- Investors are most likely to use digital tools learn more about specific industries, sectors, and particular companies.
- Investors are open to communication from digital sources beyond the corporate web site, particularly microsite, blogs, and visual collateral.
The event continued with a panel discussion which included Steve, along with:
- Jennifer Lowney, Head of Corporate Communications, Citi
- Michael Adler, SVP, Corporate Communications, Moody’s
- Frank De Maria, CEO, Social360
The panel was moderated by Melissa F Daly, President, MFD Communications. Takeaways from the panel included:
- Communicators are using micro sites, social media and AdWords to get their messages across.
- Brands need to learn when when to / when not to respond to social media a
- Exclusive stories last a minute, five minutes at most – so players need to look and listen closer and more often
- For PR planning, brands must develop corporate POV statements on jobs, employment, taxes, environmental footprint, contribution to society, and more.
- Brands will increasingly need to rely on direct personal contact as a more trusted source than media.
- Digital / social media strategies have become more pervasive in M&A and corporate financial transaction comms.
- Investors need to be reached with channels that are most effective for the appropriate situation, such as using LinkedIn to learn more about a company’s executive.
- In a crisis, investors are more likely to use their own personal social networks, underscoring the need for a corporate presence on those platforms.
- 81% of investors see search engines as a primary tool for investigation and decisions.
- Social media gives reporters direct access to customers of financial institution like never before.
- More than 1 in 3 Bloomberg terminal users use the terminal to access social media.
For more insights, check out a brief video posted by Simon Locke, Founder/CEO, CommunicationsMatch, who attended the event.
The FCS looks to continue to stage PR/Communications events across the country. If you’re interested in helping to plan and execute these live events and webinars, please contact FCS CEO Kevin Windorf.