With two incidents that saw hackers gain control of the Twitter accounts of Rogers Radio stations News 95.7 Halifax and News 1130 Vancouver, Momentum Media Marketing’s in-house digital experts James Wallace and Christian Lind offer insight into how the hacks occurred and how media organizations can take steps to protect themselves.
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The New Rules For Reaching Retail And Institutional Investors
The key factor behind the bottom-line of any investor relations professional is valuation. The art of effective communication to achieve the highest possible valuation for your company or client is the driving force behind successful, profitable investor relations campaigns.
The internet has fundamentally changed the way in which investor communication is disseminated to investors and potential investors. Early on, the IR section of your company website was a “nice to have” but not a necessary feature. However, in today’s market not only is it expected that your organization maintain an in-depth IR section on your website, governing regulatory bodies now provide guidelines on requirements for those web pages. Communication with investors via your website and the industry standard email subscription newsletter may feel like an effective means for getting out your message but are you effectively harnessing all available channels?
The exponential growth and relatively fast adoption of various social platforms on today’s internet provides IR professionals with an even deeper set of tools to tell their story. You only need to take a look at IR Web Report’s current social media section (click here >) to understand the importance these tools now play in the marketplace. Publicly traded companies are harnessing social channels to communicate with potential investors and shape their brand message. The key to utilizing these essential social channels is a cohesive brand message across all platforms with the understanding that this is a direct connection to your audience; a connection that well exceeds the usual email newsletter approach.
With this direct connection comes a new set of considerations:
1. Cohesion Across Platforms
Across all social platforms, your investors, both retail and institutional need to be viewed as one audience. Retail or institutional, both require the same information. Just as social cannot be the only means for disseminating timely investor information no longer can your website and newsletter be relied upon as the sole means of communication.
2. The Benefits Of Immediacy
Social content pushed through the appropriate channels now places higher than the most meticulously crafted SEO optimized content when searching on Google. Why? Many searches are now based on relevancy and how timely the indexed information is that is being searched for.
3. Shaping Your Message
Monitoring and tracking what is being said about your brand online provides your organization with the ability to engage in conversations that previously occurred beyond your reach. The effective shaping of your corporate message and the governance of a cohesive rules of engagement plan assists in mitigating the inherent risks.
Social media, on all platforms, is no longer a tool solely intended for consumer communication. B2B, HR and now some of the most innovative IR professionals are beginning to appreciate the value in social. We are seeing the emergence of fully socialized businesses in all sectors including those that are publicly traded.
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The push is on to put SEO to the bottom of the pile and for good reason. The web has become a sea of discoverability, no longer dictated by outdated SEO placement tactics and replaced with what can only be described as a true content push.
Your users or customers are less and less fooled by the SEO tactics of the past and are now drawn into content that has personal value. Strong content pushed to social circles by friends, followers and business peers is now drawing as much, if not more, audience than any well placed search term.
Large scale online properties, such as The Atlantic, are now pushing traffic through social channels much more effectively than through SEO based placement.
[info]“Sixteen months ago we received the same number of monthly referrals from search as social. Now 40% of traffic comes from social media,”
Scott Havens, Senior Vice President of finance and digital operations at The Atlantic Media Company.
The creation and dissemination of content may be what binds your marketing message together, however, that content now needs to be offered with in the right context. Pushing that content within the right context requires deep, cohesive strategy that goes well beyond key words and a strong headline. Contextual content that your readers are compelled to share to their respective networks is the key to a successful strategy.
There is a deep shift occurring in how people find what they are looking for online. This shift is not solely based on algorithms and programming but also takes into account – location, browsing habits, relevancy and social connections. Users are now provided with web search, particularly Google, that is predictive in nature.
With the advent of Google Now users are beginning to see the shift in how they will search for online content. By combining predictive search technology with real time visualization we can see Google’s continual shift from a simply a search engine to a predictive, personal assistant that will understand what you are searching for within context. Google Now achieves this by accessing your email, calendar, contacts, text messages, location, shopping habits, payment history, music choices, books read and movies you have watched. For some this may seem to be a deep breach of privacy and those privacy parameters are yet to be fully established. For others, like myself, this appears to be the natural progression of technology to become the personal assistant we have only seen in science fiction until now.
The key motivator for this shift in contextual search results is, without a doubt, the deep market penetration of mobile devices. Predictive in its results, this type of search technology is pushing information to you based on what information the device already knows about your likes, habits and social connections.
So how will effective marketing campaigns have to reshape themselves within a world driven by predictive, location aware search results?
Effective marketing campaigns will now have to adopt an active listening approach to fully incorporate customers in the feedback loop. The consumer voice has never been so strong and those businesses that pay attention to active consumer voices will see the rewards. Your companies reputation online has never been as important as is it now. Products and services spoken of favorably online will, without a doubt, see themselves pushed to the top of predictive search results.
In addition to active listening, inbound marketing becomes an important factor in an effective marketing strategy. Focusing on being found by your customers by providing high value content that is relevant to their wants and draws them into contacting you is now the strongest tool in attracting potential clients. As your content takes shape and becomes distributed across networks your offering obtains authenticity. For many marketers this is a drastic shift from the traditional outbound model, however, brands that do not shift a portion of their marketing budget to an inbound marketing model will have more and more difficulty conveying their message.
So does this mean that SEO is still a relevant means to garner traffic for your online properties? Probably yes. However, predictive search technology does create some division in how content will be optimized depending on the platform you are focusing your efforts on. With mobile access now exceeding desktop access for many online services, a deeper focus will be weighed on relevance and reputation in regards to predictive search results.
It’s all about location, location, location.
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Momentum Marketing is a B2B media marketing agency based in Vancouver that specializes in marketing consultation, marketing research, marketing strategy and marketing planning, sales and lead generation consulting, and B2B marketing solutions. Our creative, content marketing, and business optimization solutions are delivered by marketing and media professionals who understand how to grow your business.