LinkedIn Financial Services CMO Roundtable - Trends in Finance & Social for 2014

Financial Services CMO Roundtable

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#inFC14

 Jennifer Grazel

Trends in Finance &Social for 2014

http://www.youtube.com/watch?v=XuSK3YLS91k&list=PLOiWp3quz2WVkk6gydZHILOD4eeLHzbRl

Without trust, words become the

hollow sound of a wooden gong.

With trust, words become life

itself.– John Harold Hewitt, Poet

#inFC14 11

Authenticity ● Relevancy ● Dialogue

TRUST

12

John Taft Video

RBC Wealth Management

#inFC14 13

InsightsInformation

0101010101010

0101010101010

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Relevant Content builds

the bridge to meaningful relationships

High Net Worth Individuals

March 2014

HK & SG

MethodologyShort online questionnaire with respondents recruited from a panel sample.

All respondents were identified as HNW

individuals.

This was defined as those holding over $8million

HKD or $1.3million SGD in personal investable

assets.

Respondents were recruited from both Hong Kong and Singapore. Survey completed in

English. 204 respondents in

Singapore & Hong Kong

16 16

List of contents

SECTION ONE

SECTION TWO

SECTION THREE

SECTION FOUR

HNWI profile Social media usage

Use of social media for financial information

Conclusions and recommendations

1717

18

0%

50%

6%

36%39%

15%

3% 1%

HNWI in Hong Kong/Singapore are significantly younger than other markets

18-24 25-34 35-44 45-54 55-64 65+

BASE SIZE: 204 HNW individuals

52% MALE

48% FEMALE

AGE

19

Vast majority are currently employed with 1/3 of HNWI reporting they are below director level

BASE SIZE: 204 HNW individuals

17%

20%

8%

18%

6%

0%

6%

10%

8%

3%2%

Manager Senior Manager

Director Head of Department

Vice President

President Managing Director

C-Level Executive

Owner Other Retired/not currently employed

20

Unlike other markets, majority are employed by medium to large businesses (# of employees)

1 - 10

11 - 50

51 - 100

101 - 200

201 - 500

501 - 1,000

1,001 - 5,000

5,001 - 10,000

10,001 or more

6%

6%

7%

14%

20%

14%

15%

6%

13%

Based on 50% scale

BASE SIZE: 199 HNW individuals currently employed

NUMBER OF EMPLOYEES

21

List of Contents

SECTION ONE

SECTION TWO

SECTION THREE

SECTION FOUR

HNW individuals profile

Social media usage

Use of social media for financial information

Conclusions and recommendations

21

22

Social media adoption among HNWI is well penetrated and usage is maturing across the globe

BASE SIZE: 1095 HNW individuals

Do you use the following social media sites/services? All respondents

59% 47% 47% 24% 24%

81%of HNW individuals

make use of social media

23

Close to 100% of HNWI use Social in Singapore and Hong Kong, with LinkedIn capturing over 40% +

Social Media usage by Country

U.S. UK Australia Canada U.A.E. Singapore Hong Kong

69% 70%75%

85%

97% 98% 99%

39%

50% 49%45%

73%

46%40%

Do you use the following social media sites/services? Breakdown by country

Social media users (any network including LinkedIn) LinkedIn users

BASE SIZE: 1095 HNW individuals

Approx. 9 out of 10 who access LinkedIn, visit weekly

24

% of HNWI on LinkedIn

88%Access LinkedIn

weekly

BASE SIZE: 305 HNW individualsACTION: reached out to a financial service provider, conducted research on a financial product/service, purchased a financial product/investment

40% 46%

25

Frequency of network access from desktop computersand they use multiple devices over the course of a day

97%95%

93%

BASE SIZE: 204 HNW individuals (Hong Kong/Singapore Total)

84% access LinkedIn via a desktop weekly

70% access LinkedIn via a tablet weekly

73% access LinkedIn via a smartphone

weekly

Follow a brand and receive updates

Stay up to date with current news/events

Receive updates and posts from my colleagues

Share posts or articles with my network

Connect with select circles of people on a particular issue or goal

Obtain a review or recommendation

Not only do they access the platform frequently but they’re actively engaged……

26BASE SIZE: 305 HNW individuals; 120 LinkedIn users

Which, if any, of the following activities do you undertake on LinkedIn?Top 6 activities undertaken on LinkedIn shown

01 02 03 04 05 06

41%38% 38%

36% 36%

29%

27

HONG KONG SINGAPORE

59% 71%

56% 65%

55% 56%

53% 48%

54% 53%

49% 27%

…with engagement being driven by greater trust in the platform

BASE SIZE: 190 Facebook; 164 YouTube; 109 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo usersHong Kong/Singapore Total

To what extent do you trust content shared by brands on each of the following social networks?Top2 box scores shown; ‘Very/Quite Trustworthy’

% of HNW individuals who trust branded content provided by social networks

62%

58%55% 54%

52%

45%

28

List of Contents

SECTION ONE

SECTION TWO

SECTION THREE

SECTION FOUR

HNW individuals profile

Social media usage

Use of social media for financial information

Conclusions and recommendations

28

29

Close to 90% of HNWI make use of social media for financial purposes. LinkedIn and Facebook lead in influencing the purchase path

BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo usersHong Kong/Singapore Total

% of respondents who use social media networks for financial purposes

HONG KONG SINGAPORE

90% 83%

90% 83%

84% 78%

82% 91%

73% 75%

% of HNW individuals who use each social media network

88% 88%84% 83%

74%

In particular, LinkedIn is largely leveraged for mid and bottom funnel activities

BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo usersHong Kong/Singapore Total

ACTIVITIES TOTAL

To keep up-to-date on current financial trends, products, policies, or institutions 81% 39% 45% 49% 45%

To gather preliminary information about financial products, policies, or institutions 77% 36% 48% 34% 29%

To seek advice or gather information to help me make a financial decision 78% 47% 43% 30% 39%

To evaluate or re-think a financial decision I have already made 76% 36% 40% 30% 34%

To recommend a financial product/policy/service to others 74% 44% 42% 26% 41%

Key activities /purposes among financial purchase path

39%

36%

47%

36%

44%

31

HNWIs are tapping into various forms of content on LI to inform themselves throughout Financial Decision Journey

BASE SIZE: 183 HNW individuals who use social media for financial information

55%

44%

44%

37%

49%

45%

37%

47%

Follow companies

Use as a source of news content

Subscribe to financial related feeds/blogs

Follow a recognized industry expert

Read Reviews/recommenndations

Search for key topics/information

Watch videos

Participate in online polls/surveys

DISCOVERY

CONSIDERATION

ENGAGE

32

LinkedIn and Twitter are seen as equally trustworthy sources of financial information…

BASE SIZE: 168 Facebook; 83 Twitter; 75 LinkedIn users who access the network for financial purposesHong Kong/Singapore Total

Overall levels of brand trust regarding financial informationOverall mean score shown; score out of 10

HONG KONG SINGAPORE

7.16 6.88

7.02 7.28

6.52 6.44

Overall levels of brand trust for social media providers regarding financial information

BRAND TRUSTDISAGREE AGREE

7.08

7.08

6.5

90% of HNWI claimed to have actioned a response based on information they had received through social media…

33BASE SIZE: 183 HNW individuals who use social media for financial informationHong Kong/Singapore Total

35%

34%

32%

32%

31%

25%

24%

19%

Recommended a product/service

Learned of a financial product/policy or account type I was not previously aware of

Learned about a financial company/institution I was not previously aware of

Discussed a financial product/policy or account type with a family member, friend, or colleague

Shared information about financial trends, products or financial institutions/ companies

Opened a new financial account

Purchased an investment product

Purchased an insurance product

ENGAGE/RESEARCH

PURCHASE

Which of the following actions, if any, have ever occurred as a result of you hearing or reading something on social media? Top 5 actions resulting from social media usage shown

34

Executive Summary: APAC HNWI99.5% Of HNW individuals use social media DEVICES USED

TOP 5 ACTIVITIES

Keep up with current friends/family 83%

Stay up-to-date with current news/events 79%

Share others posts or articles with my network 79%

Follow a company/brand and receive updates 77%

Read updates or posts from colleagues 76%

NETWORKS USED FOR FINANCIAL PURPOSES

88% 88% 84% 83% 74%

95%Tablet

&93%

Smartphone

OVERALL BRAND TRUST (OUT OF 10)

7.08 6.57.08

LEVERAGE SOCIAL TO INFORM FINANCES

90%

35

Client Case Studies

36

American Express OPEN Forum drives membershipand engagement with Spotlight Ads and a LinkedIn API

• Increase the value of the information exchange on Amex’s SMB Community

• Widen % penetration of SMBs in US by scaling membership growth

CHALLENGE

SOLUTION

IMPACT

• OPEN Forum used LinkedIn’s API to enable signups via a LI login screen, providing a fast, seamless way to join the community and invite others in their network to join.

• LI created a social ad to drive membership

• 5X growth in OPEN Forum membership three months after API launch

• 10X higher performance for OPEN Spotlight Ad vs. display ads across the Web

Blackrock’s SUs outperformed 75% of the FS industry campaigns on LinkedIn in 2013

Provide an elevated thought leadership platform for their CEO, Larry Fink via Influencer program

Blackrock differentiates and humanizes it’s brand through Thought Leadership

37LinkedIn Confidential ©2013 All Rights Reserved

18K+ Members engaged with BlackRock content

5.4 million 1st degree connections saw content virally

Targeted Sponsored Updates Influencer program

Top of mind awareness among HNW investors and FAs

Build advocacy and engagement through custom content

Drive site visitations

CHALLENGE

SOLUTION

IMPACT

38

Drove over 40,000 interactions Boosted organic updates impressions

and social interactions Created long term value attracting over

3750 new followers (10% of interactions)

HSBC equips heartland audience with relevant content

Geo-targeting thru Sponsored Updates to promote relevant tools and compelling content (regionally focused)

Form partnerships with members of key business audience

Drive awareness of HSBC and establish thought leadership

CHALLENGE

SOLUTION

IMPACT

39

How can I get started with Content Marketing on LI

1 2 3

Build Awareness • Content Ads• Inmail• Slide Share

Establish presence• Company Page• Followers• Organic updates

Amplify• Sponsored Updates

40

How can I get started with Content Marketing on LI

1 2 3

http://www.liasset.com/content_module/gallery/index.html

Content Best Practices

Top 5 Best Practices1. Context is King (Professional Context)

• Professionals are busy: Be concise, deliver clear value• Be natural to the platform: Why are people here? What are they trying to accomplish?

2. Always be helpful… not always be closing• Give 4x, Ask 1x• Would I care? Would I share?

3. Think Mobile & User Intent• Reach all 3 screens with 1 message• Think mobile first (on and off LinkedIn)

4. Focus on the epicenter: The Newsfeed• Harness the social graph • Always-on relationship building vs. episodic campaigns

5. Plan Distribution 1st, content 2nd

1. Know who you want to reach and how you will reach them before creating content

2. Owned, earned and paid need to work together to ensure your audience sees it

Content on LinkedIn- Best Practices

1. Add value. Make your content mix a diverse blend of informative, insightful,

inspirational, and entertaining (entertaining but appropriate for a business site)

2. Follow the 80/20 rule of helpful vs. self-promotional content

3. Customize your headlines for the audience you are targeting

4. Include an image or rich media. YouTube, Vimeo, and Slideshare all play in-feed

5. Post with different headlines for A/B performance testing

6. Think like a journalist: include a “hook” within the first 35 characters of your post to

engage the mobile users

7. Don’t hyper-target. Narrowing your focus will eliminate important decision-makers and

limit your reach

8. Don’t just push out more content. Push out more relevant content. Know your audience

personas!

9. Don’t be afraid to get personal. Adding humor or emotion to your message makes it

human and makes your brand more approachableLinkedIn Confidential ©2013 All Rights Reserved

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