Innovative storytelling

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 impressive.

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 the company.

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 year.