2The Mass Affluent are a significant financial sector opportunity

1. Forrester Research

$100K-$1MIn investible assets

40MIndividuals in the U.S.1

3 distinct life stages• Accumulating wealth• Soon-to-retire• Retired

3

Mass Affluent are highly engaged on social media

Cogent Research, U.S. March 2013Base: Mass Affluent

engage with financial companies44%

engage with content from financial companies

34%

Among Mass Affluent social media users:

87%Use Social Media

4

They use social media for professional purposes – to connect, consume and create

1 in 4Use social to Create professional content

1 in 3Use social to Consume professional content

1 in 2Use social to Connect with professionals

Cogent Research, U.S. March 2013Base: Mass Affluent

5

Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action

Discovery

BOTH

ConsiderationUse social to stay up-to-date on financial trends or companies.

Use social to seek advice or gather info to make a financial decision.

DRIVEN TO ACTIONOpen/close account or purchase product

21% 32% 63% Cogent Research, Global March 2013Base: Global Mass Affluent social media users

6

Ads and brand content are key sources of learning

Info about financial product or account

Info about financial company

60%

34%

30%

38%

55%

25%

28%

34%

An advertisement

Company sponsored content/updates

A member of my social network

An industry expert/executive

“What was the specific source of the financial information you learned via social media?”

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

7Customer service and relevant content present key opportunities for marketersTop benefits cited by Mass Affluent from engaging with financial institutions on social media:

3) Relevant content

1) Improved customer service

2) Timely updates

1 in 5Consider relevant content the most valuable result from financial companies on social

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

8Expectations on social media differ by life stage

Accumulating Wealth

• Value RELEVANT CONTENT

• Expect banks and credit cards to have a social presence

Soon to Retire

• Value TIMELY UPDATES

• Expect brokerages to have a social presence

Retired

• Value CUSTOMER SERVICE

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

9New product information is the most desired content type across sectors

BROKERAGES BANKS / CREDIT CARDS

Top information Mass Affluent want from financial institutions on social media (by sector):

1 | New product info 2 | Market commentary3 | Product performance

1 | New product info 2 | Account changes 3 | Company info

1 | New product info 1 | New product info

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

10

*Communication gap = difference from content that is desired and what they actually receive

1 | New product info

2 | Market commentary

3 | Product performance

40%

35%

34%

1 | New product info

2 | Account changes

3 | Company info

39%

33%

27%

BANKS /CREDIT CARDS

BROKERAGES Communication Gap*

A communication gap exists between the content Mass Affluent want and what finance companies provide

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

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Build the Foundation with:

Company posts or content

Service or support

Accelerate Influencewith:

Group discussions hosted by company

1:1 communication

On LinkedIn, brands can accelerate influence with Mass Affluent through social dialogue

Cogent Research, U.S. March 2013Base: Mass Affluent social media users

12

Nearly 9 in 10 Mass Affluent use social media.

Almost half engage with financial institutions on social. One-third engage with their social content.

Top benefits received by Mass Affluent on social:

1) customer service, 2) timely updates, 3) relevant content.

27-40% communication gap between the top 3 info expected and what is actually received on social.

Nearly 2 in 3 are driven to take action when social is used for both discovery and consideration.

Summary of key findings

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2

3

45

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Mindset matters – align with the social context that best fits your brand’s objectives.

Relevance is key – improve value exchange and trust with relevant content, particularly for younger Mass Affluent.

Discussion drives influence – company posts lay the foundation, while group discussions accelerate influence.

Highlight new products – new product info is the most desired information on social across all sectors.

Target by Life Stage – younger Mass Affluent expect relevant content, soon-to-retire want timely updates, and the retired expect customer service.

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2

3

4

5

Best practices for marketers

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Survey Design, Sample, and Data Collection

Mode: Online survey

Field timing: March 1 – 13, 2013

Population: Mass Affluent in the United States (n=502)

Screening:

• $100k - $1M in investable assets (includes all cash, savings, mutual funds, stocks, bonds, retirement accounts, and all other types of investments and real estate ventures, but excludes primary residence and vacation homes)

• Have an account, product, or policy with a either a bank, credit card company, brokerage, asset manager, property/casualty insurance company, or life insurance company

Methodology