Four tips for making a digital success of your transaction announcement
As we near the end of 2016, a torrent of industry-shaping deals is breathing life into what was looking like a modest year for mergers and acquisitions. AT&T’s announced plan to acquire Time Warner and Qualcomm’s intended purchase of NXP anchored a record-setting month for US transaction activity in October. Prior to this surge, however, corporate leaders were treading cautiously due to an unfriendly regulatory climate and concerns over the general public’s reaction.
The current M&A environment has been heavily shaped by political rancor and populist unrest. This demands that companies supplement traditional communications approaches with new forms of digital engagement to communicate their rationale clearly, creatively and to all stakeholders. In today’s mobile and social world, this is the only way to deliver deeper context and key messages to all investors, employees, customers, legislators and regulators.
Stakeholders affected by transactions are increasingly voicing opinions and seeking answers through platforms such as Twitter, LinkedIn, search engines and blogs. Their use of digital channels represents an opportunity to drive scaled and tailored communications around a deal’s benefits, milestones and anticipated synergies.
When developing your next transaction announcement plan, here are four key strategies to take into account:
1. Establish online-listening prior to an announcement
From Glassdoor to Reddit, there can be thousands of speculative posts related to a rumored deal before it is finalized. Prior to and after an announcement, companies should monitor stakeholder sentiment, key themes and influencer reactions across all digital channels.
This type of ‘online-listening’ – which can be supported through smart processes and new technology – not only provides useful intelligence for communications, government affairs and investor relations personnel but also informs the development of effective ‘what it means for me’ messaging and optimized content.
2. Digitize the deal narrative via micro-sites and creative content
For both internal and external stakeholders, an announced transaction often raises complex questions that require simple answers. In recent years, acquirers have creatively addressed this challenge by launching dedicated transaction websites to tell a comprehensive story and serve as a platform for ongoing updates and information distribution.
Beyond the core narrative for the deal, these digital content hubs often include videos, infographics, educational modules and executive blog posts that serve to reinforce and simplify a deal’s rationale and path forward. In many cases, companies have also developed intranet platforms to ensure employees receive information that is tailored to their needs.
3. Micro-target key stakeholders through paid amplification
Once content is available online, take steps to ensure your stakeholders are fully engaged. Targeted digital promotion and search engine marketing campaigns help push content to the specific audiences you are looking to reach. This approach – which enables companies to narrowly target key groups – entails positioning content within the social feeds and search engine results of individuals who use applicable keywords, maintain certain interests and operate in specific industries or geographies. LinkedIn, Facebook, Twitter and online banner advertisements offer strong targeting options.
4. Measure success through analytics
Identifying KPIs such as page views, email signups and visits from key geographies is an important part of any integrated communications program. Companies should use KPIs as baselines to measure how messages reach and resonate with key stakeholders. The process for obtaining these insights includes evaluating web analytics, social metrics and paid amplification campaign results.
Today’s aggressive media cycle and volatile markets require real-time, targeted and simplified storytelling. To meet this need, digital engagement should supplement all investor relations, media outreach, employee engagement and external relation efforts when your company is preparing for and executing its next deal.
Gregory Marose is senior account supervisor for financial communications at Edelman
