shareholder communication: Intel
(left) of Intel with Bob Schifellite of
Intel has a broad and robust
shareholder communications program, but it was the company’s online outreach
and tools that most impressed the judges this year. Intel’s virtual annual
meeting, performed in conjunction with a small in-person event, was
By conducting the meeting in
the dual format the firm was able to achieve broader participation and
voting, especially among geographically diverse retail investors.
Participation and voting may have been the primary focus for Intel but
another important driver was its reputation and attitude to responsibility.
By hosting the annual
meeting primarily online the company was able to greatly cut its carbon
footprint by reducing travel costs for analysts, management, directors,
journalists and other stakeholders. Furthermore, the online format ‘just
made sense’ in the eyes of Intel’s management: it is, after all a technology
company and so should be one of the leaders in adopting new technologies and
methods of communication.
Putting on such an event
does have its risks, however, and the company goes to great lengths to
ensure stockholders receive the most up-to-date information prior to voting
via an institutional investor/analyst meeting a week prior to the annual
meeting. Discussions are recorded and archived on the company’s website
where they are linked to the annual meeting and voting section. This event
forms part of the online investor forum, which, in the eyes of the judges,
gives shareholders a unique opportunity to access information in the weeks
leading up to the meeting.
But there is much more to
Intel’s shareholder communications: the company can also boast one of the
most advanced and multi-faceted social media disclosure programs of any US
corporation. Intel uses social media extensively and was one of the first
companies to use the technology to interact with shareholders and deliver
the corporate message. It has a Facebook page, several different Twitter
accounts and a corporate blog, which it sees as a tool for customers and
employees to communicate and collaborate directly.
The company first started
using blogs for this purpose in April 2007. Intel defines its social media
strategy as: build community, engage others, empower employees, expand the
conversation, strengthen relationships through active listening, be social
media leaders and amplify Intel and its brand.
A full video of the previous
year’s investor meeting is available at
www.intc.com. The investor website and
blogs are updated regularly to keep all stakeholders informed of important
events – both internal and in the wider business community – that may affect
Given the serious
competition for this award – the 2010 contenders included Best Buy, GE,
Pfizer and Microsoft – Intel had to have a real thirst for innovation and a
serious attitude toward transparency to ensure it took home the title this
Cross Border Ltd. 1995–2011.