the power of video in investor relations

michelle marks, ideas on purposeSeptember 29, 2016

CEO interviews, storytelling & investment brand-building: The power of video in IR

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

Hi. Michelle Marks Principal, Creative & Digital Strategy Ideas On Purpose

video is storytelling

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

The divide between an artfully created movie and effective corporate communications is blurred. Emotionally connected communication has never been more visible, appreciated or necessary.

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

No one ever remembers all the data, information and endless bulleted lists in presentations.

“What does all this mean? How does this affect ME?”

In other words, what’s the story?

when to go to video?

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

opportunities to use video in IR &corporate communications

Leadership Messages

Culture Change

Recruiting

Employee Communications

Investor Communications: making the investment case

Social Media

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

investor communications: making the case

The Annual Meeting

Investor Day

ESG/CSR Report

Annual Report & IR Site

M&A Communication

Employee Communications: very engaged shareholders

Social Media

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

reasons to think twice

• Skeptical audiences

• Videos may be seen beyond the intended audience

• Consider the ‘longtail’

• Final product will reflect your investment—time and money

• Viewership may be limited

• Can you be true to your brand?

should your senior leadership

be on video?

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

ask yourself (and a few others):

Are they good on video? Comfortable in front of the camera?

Is it interesting? What are they saying that can’t be communicated in text?

Who are you talking to? WHY?

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

your ceo or cfo on videoso you are going to do it!

What’s the best format for their style? • a “talking head” • as a narrator • interview-style

An interview with the CEO

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

context can help your messages

• Use the page the video lives on to give context

• Think beyond the c-suite to bring your products, services and challenges and opportunities to life

make the most of assets you have

think outside the talking head

practical tips

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

About 6 billion hours of video is watched each month on YouTube, half from mobile.

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

length matters

2 minutes is the sweet spot.

Beyond 2 minutes, focus entirely on the content. If the viewer would benefit from brevity, go short. If they'd benefit from depth, don't cut just for the sake of cutting. (3-12 minutes)

https://wistia.com/library/understanding-audience-retention

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

quality matters

• Good picture quality — the best you can afford

• Good audio: it must be clear

• Make graphics count, they can add meaning

• Avoid the teleprompter

• Remember mobile viewer, it won’t always be big

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

plan ahead, but roll with the punches

• Think about what you want to communicate and the desired actions

• Write a clear Creative Brief so your partner knows the goals (and you can remind yourself in editing)

• Establish a budget

• Be open to discoveries and opportunities along the way

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

get it seen

• Use it at your annual meeting, to set the mood in your investor roadshow, and at investor day.

• Put it several places on your site, the web is not linear

• Add it to an email you push out

• Share it on social media

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

Learn and Improve.

Look at the analytics, learn and make changes based on your audience behaviors.

parting thoughts

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

Stories are visual and verbal.

Business stories communicate and connect, for a purpose.

questions?

let’s keep in touch: mmm@ideasonpurpose.com

Citi 2016 IR Acadamy Michelle Marks, Ideas On Purpose

reference links

• Pfizer 2014 Annual Review: https://www.pfizer.com/files/investors/financial_reports/annual_reports/2014/index.htm

• Pfizer 2015 Annual Review: https://www.pfizer.com/files/investors/financial_reports/annual_reports/2015/index.htm

• Stanley Black & Decker Overview: http://2015yearinreview.stanleyblackanddecker.com/letter-to-shareholders.html

• Microsoft CEO Interview: https://www.youtube.com/watch?v=T8JwNZBJ_wI

• United Technologies CEO Narration Video: http://2015ar.utc.com

• UTC Animation: https://vimeo.com/93171310

• Pepsi Animation: https://www.youtube.com/watch?v=pZ7ZrjwVvEc

bonus: TED Talk by Andrew Stanton: The Clues to a Great Story: https://www.youtube.com/watch?v=KxDwieKpawg