Tweet, Like, or Post: What Social Media Taught Us About Stock Plan Education

Transcription

1 Tweet, Like, or Post: What Social Media Taught Us About Stock Plan Education Emily Cervino, CEP, Fidelity Stock Plan Services Aftab Ibrahim, CEP, T-Mobile Jennifer Namazi, CEP, National Association of Stock Plan Professionals

2 Agenda The addictive nature of social media Making stock plan communications addictive Clickbait Listicles Interactive quizzes Peer to peer Video Bonus! More thoughts and samples -2-

3 Why is Social Media So Addicting? User friendly Shared interest Fear of missing out Notification numbers must see what people are saying about you Video clicking = channel surfing IMAGINE A WORLD WHERE YOUR STOCK PLAN COMMUNICATIONS ARE AS ADDICTIVE AS FACEBOOK. -3-

4 Clickbait Works Learn the 10 Most Important Tips to a Happy Marriage CLICKBAIT PLAYS A PSYCHOLOGICAL TRICK THERE IS INFORMATION THAT YOU REALLY WANT TO KNOW, BUT NOT IN THE HEADLINE 7 Keys to Being an Effective Boss Clickbait is defined as content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.* Up Your Credit Score in 3 Simple Steps CONSIDER: JENNIFER NAMAZI S PIES ARE SELLING FOR $40.99 ON EBAY OR YOU WON'T BELIEVE HOW MUCH JENNIFER NAMAZI S PIES ARE SELLING FOR ON EBAY *

5 Clickbait Works Suggested for you 3 Tips for an Irresistible Resume Who doesn t have time to read 3 tips? Plus, irresistible! Like Comment -5-

6 Clickbait Equity Messaging BEFORE ESPP enrollment window closes on Friday. Enroll today. Activate your brokerage account. Accept your grant agreement today. Equity plan FAQ. AFTER Top benefits you ll miss out on if you don t enroll in ESPP by Friday. You won t believe what you ll see when you activate your brokerage account. Why you benefit from accepting your grant. 10 most important things to know about your stock grant. -6-

7 #TMobileRocks #Uncarrier -7-

8 Use Listicles and Catchy Titles Take a lesson from LinkedIn, Buzzfeed, and other successful content websites Distill educational material into easily digestible lists Which would you (and your employees) be more likely to read: Tax Implications of Stock Awards or 5 Tax Mistakes Employees Make With Stock Awards Keep each item on the list short Include links to additional articles for employees that need more information Listicles make good clickbait -8-

9 Examples from MyStockOptions.com Shared with permission from MyStockOptions.com -9-

10 Be Careful: When it Comes to Catchy Titles, There s A line drive A foul ball Top 5 Tax Mistakes Employees Make with Stock Awards Bags o Money! Guaranteed! Keep it clean, folks. -10-

11 #TMobileRocks #Uncarrier -11-

12 Interactive Quizzes: Everyone Likes a Game Only 1 in 25 people can name these national monuments. Can you? Imagine: Only 1 in 50 employees understand our stock plan. Do you? Let s Play -12-

13 Everyone Likes a Game Learning through puzzles, quizzes, and games A great way to evaluate employee knowledge and to drive home key concepts Keep it short, 5 to 10 questions at most (true/false is fine this isn t a certification program) No trick questions people will feel cheated It s okay if the right answer is obvious you want everyone to score well Use questions to highlight the concepts you are most concerned about employees knowing Don t waste questions on trivia Provide feedback on wrong answers -13-

14 Everyone Likes a Game Creating your quiz Lots of off-the-shelf tools available at affordable prices to develop the quiz Google free quiz maker Can be created using online survey tools (e.g., SurveyMonkey, Poll Daddy) with skip logic Check with your IT/HRIS dept to find out if your company already has access to a tool We mean it No trick questions! WHAT IS THE TIME WHEN YOU CAN EXERCISE YOUR STOCK OPTION? VEST DATE DINNER DATE PROM DATE -14-

15 Interactive Quizzes Samples from MyStockOptions.com BOTH OUTCOMES (GOOD AND BAD) HAVE A RECOMMENDATION FOR NEXT STEPS (BASIC OR ADVANCED CONTENT) Shared with permission from MyStockOptions.com -15-

16 Sample Quiz Who is eligible to enroll in the ESPP? Managers and above Field sales Any employee who works more than 20 hours a week Where can you send questions about your equity grant? CEO@theta.com ask@motleyfool.com Stockplans@theta.com How long does it take to get your money after you sell shares? It is instantly available in your brokerage account Funds are available after the industry standard 3 day settlement period Your proceeds will be delivered on your next paycheck RESULTS: WHOA. PRETTY SMART! CHECK OUT THESE ADVANCED TOPICS. LOOKS LIKE YOU COULD USE SOME HELP. WE MADE A VIDEO JUST FOR YOU! -16-

17 People Pay Attention to Their Peers If my friends like it, maybe I ll like it. -17-

18 Ways to Leverage Peers in Your Stock Plan Education Program Use employee testimonials to promote the plan Include testimonials from employees in educational materials Publish short interviews with employees about the plan Have employees write about the plan in internal company blog Have employees speak briefly about their participation at presentations, webcasts, etc. -18-

19 Employee-Driven Social Media -19-

20 Employee-Driven Social Media Today I received another grant of stock, and it s a big day. It's not just free money, it s an invitation to become a part owner of a $32 billion company. v -20-

21 #TMobileRocks #Uncarrier -21-

22 Video works Don t wait for people to click, just start playing the video (technology enables autoplay functionality) Queue up the next video If it s interesting, people will watch (but not if it s too long or if you don t grab their attention in the first few seconds) The irresistible Technology is important, but a wide range of options are available Consider a style your employees respond to Some of the most popular video stars talk directly to the camera tricking the brain into feeling that the star is talking to them directly and creating a sense of a personal relationship -22-

23 #TMobileRocks #Uncarrier -23-

24 More Thoughts Keep it short Do you scroll through an article before deciding to read it? Check the length of a video before getting sucked in? Timing is important communicate grant acceptance to time of grant leaving taxation to a later date. SMS text love it or hate it has a higher open rate than Challenges with text Opportunities to use text as a last ditch effort? -24-

25 Integrate Tricks and Adopt a More Approachable Style -25-

26 Integrate Tricks and Adopt a More Approachable Style -26-

27 Questions and Contact Jennifer Namazi, CEP National Association of Stock Plan Professionals Emily Cervino, CEP Fidelity Stock Plan Services linkedin.com/in/fidelityemilycervino Aftab Ibrahim, CEP T-Mobile FOR CEP SYMPOSIUM ATTENDEES ONLY. CEP, NASPP, T-Mobile, and Fidelity Investments are not affiliated. Fidelity Stock Plan Services, LLC