Webcasting is an effective way to engage with stakeholders because it’s a simple, flexible and cost-effective method to connect with others. Webcasts can meet many needs: announcing results, opening up your AGM and sharing an investor/analyst day with a wider audience. US firms can also use webcasting to meet the requirements of Reg FD.
IROs can tailor presentations to the audience and the level of importance of the event. Many webcasts are simple audio streams, while high-end video events often include interactive elements and slick slide presentations. Whichever format you choose, the best practices on the following pages will help you get the most out of your webcasts.
The value of PowerPoint and video
Adding visuals is an excellent way to bring key points home. Slides are easy to follow along with, and videos can provide a sneak peek at the management team.
Videos also allow stakeholders to connect with the company’s CEO, CFO and managers so they aren’t just names on documents. This creates credibility and trust.
Use registration and track data
Pre-registering attendees for events is an excellent way to collect data on shareholders. Webcast tools can track how each person interacts with the webcast so you discover what is important to your audience. This information can be used to improve presentations and fulfill stakeholder needs.
Audience tracking can also tell you how long participants remain online and when attendance starts to wane. If interest drops off severely at a certain point, the presentation may be too long. If attendance slowly dwindles, IROs can use tactics such as polls and surveys to engage audiences and keep them online until the presentation ends.
In addition, pre-registration can identify journalists or media influencers in the audience and help track news coverage following the event.
A question-and-answer period is especially helpful to uncover shareholder concerns. Future presentations can then address these concerns and further build shareholder confidence.
Beyond earnings and AGMS
Webcasts aren’t just for earnings announcements and annual meetings: they are very versatile and a good way to open other events to a wider audience.
Many companies use investor/analyst days as the cornerstone of their annual investor relations activities. Why not share them?
An archived version of the webcast on the IR website also allows repeat viewings for interested parties. Other types of events to consider for webcasts include investor education seminars, business reviews, site visits and product updates.
Be shareable and available
Your webcasts should be archived on your website. You should also share them through social media. These external links will direct traffic back to your website to create further interest.
All webcasts should be mobile-friendly. If your videos aren’t easily viewable on mobile you will miss an opportunity to connect with existing and potential investors. Webcasts offer opportunities for growth, too. Smaller companies can gain exposure while others can reach beyond their borders toward foreign investors. A well-crafted webcast distributed through financial portals is a powerful tool to assist you in either venture.
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Allison Gosman is a Marketing Associate supporting Nasdaq Corporate Solutions. She recently graduated from The George Washington University receiving her B.B.A in Marketing. Allison started in Nasdaq’s Global Internship Program and then as a consultant through April 2016. She will be bringing her expertise in social media marketing and event planning to partner with the entire Corporate Solutions team in the development and execution of our social and event marketing initiatives.
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