Jennifer Grazel
Trends	
  in	
  Finance	
  &	
  
Social	
  for	
  2014	
  
T O R O N T O 	
  
High Net
Worth Individuals
Methodology
Short online questionnaire with
respondent recruited from a
panel sample.
3
ALL RESPONDENTS
WERE IDENTIFIED AS...
Social media adoption among HNWI is well penetrated and usage is
maturing
4
Do you use the following social media sites/se...
In contrast with other regions, social media adoption increases with
investable assets among HNWI
5
Do you use the followi...
Activities undertaken on social media by network
6
Top 8 most frequently mentioned activities undertaken on social media
L...
#inFC14	
   7	
  
turn	
  to	
  social	
  media	
  to	
  inform	
  
their	
  financial	
  decision	
  making	
  	
  
in	
  ...
47% of HNW individuals in Canada make use of social media for financial
purposes …..
8BASE SIZE: 94 Facebook; 40 Twitter; ...
HNWIs are tapping into various forms of content to inform throughout the
Financial Decision Journey
9
More specifically, h...
VALIDATE FINANCIAL
DECISIONS
THRU THEIR SOCIAL GRAPH
30% of HNWI
Use of social media for financial purposes by network
11
Most frequently mentioned uses of social media for financial info...
Over a quarter of HNWI deem social media to be a valuable resource/tool
for discovering and informing making financial dec...
To effectively engage with HNWI provide them with “bigger picture”
information – macro content
13
If a financial services ...
Over a half have taken action as a result of reading financial content on
social media
14
Which of the following actions, ...
Putnam Investments Financial
Advisors’ Use of Social Media
(2013)
Profile of Financial Advisor who uses Social on a regular basis
16Putnam Investments Survey of Financial Advisors’ Use of ...
3 out of 4 use Social for business, with over 95% leveraging LinkedIn
17
*Response=305 advisors
Putnam Investments Survey ...
Social media compliments current business practices offering scale and
efficiencies
18
Top uses differ by network
Putnam I...
Half of respondents cited gaining new clients via social
19
Putnam Investments Survey of Financial Advisors’ Use of Social...
Top 3 Forms of Content Desired: Commentary/Market Insights, News and
Content to Share with Clients
20
What are the top thr...
21	
  
RELEVANT CONTENT BUILDS
THE BRIDGETO MEANINGFUL RELATIONSHIPS
22
482,514 3,369 1,972
Share
12
K
Send a message
6 More
engagement with
content vs jobsx
Content
is our core
Content is Our Core
Definitive professional content publishing platform
23
Mike Smith
President and Chief
Executive…
Mike ...
#inFC14
Client Case Studies
24
#inFC14
Blackrock case study
25
Blackrock
26
FINANCIAL
ADVISORS BLOG
HNWIFINANCIAL
ADVISORS
HNWI
YOUTUBE LINKEDIN
BLOG FACEBOOK TWITTER
Steps To Publishing & Promoting On LinkedIn
REACH DESIRED
AUDIENCE WITH
SPONSORED UPDATES
3
PUBLISH CONTENT AS
COMPANY UPD...
28
LinkedIn Ecosystem
COMPANY PAGE
FOLLOWERS
UPDATES TO
FOLLOWERS
SPONSORED
UPDATES
INFLUENCERS
Dimensions of Thought Leadership
29
THOUGH
LEADERSHIP
SOLUTIONS, CASE
STUDIES, HOW-TO,
EVALUATION TOOLS
PRODUCT, SERVICE,
...
What BlackRock has found…
30
Audience wants, needs, hopes and desires should be “North Star”
Express your view – not me to...
Find an Advisor Ad Campaign
31
Find An Advisor API Solution
32
Find An Advisor API Solution
33
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How to Engage Affluent Investors on Social Media

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Why are finance companies increasingly turning to social media to connect with affluent investors? Because the number of HNW individuals in Canada rose 6.5% to a record 298,000 people last year. Of this demographic, 46% already use LinkedIn for financial purposes – indicating that there is an engaged audience on the platform. This presents a clear opportunity for the financial services industry to target HNW individuals when marketing on social media, specifically on LinkedIn.

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How to Engage Affluent Investors on Social Media

  1. 1.  Jennifer Grazel Trends  in  Finance  &   Social  for  2014   T O R O N T O  
  2. 2. High Net Worth Individuals
  3. 3. Methodology Short online questionnaire with respondent recruited from a panel sample. 3 ALL RESPONDENTS WERE IDENTIFIED AS HNW INDIVIDUALS. This was defined as those holding over $1.1million CAD in personal investable assets* TOTAL SAMPLE OF 151 RESPONDENTS §  57 with $1.1-5.5million in investable assets §  64 with $5.5-28million in investable assets §  30 with $28million+ in investable assets
  4. 4. Social media adoption among HNWI is well penetrated and usage is maturing 4 Do you use the following social media sites/services? BASE SIZE: 151 HNW individuals NONE 62% 45% 42% 26% 19% 3% 15% OTHER
  5. 5. In contrast with other regions, social media adoption increases with investable assets among HNWI 5 Do you use the following social media sites/services? BASE SIZE: 57 Affluent; 64 Ultra Affluent; & 30 Über Affluent HNW individuals Social media users (any network including LinkedIn) LinkedIn users 82% 83% 97% 46% 50% 33% AFFLUENT $1.1-5.5million ULTRA AFFLUENT $5.5-28million ÜBER AFFLUENT $28million+
  6. 6. Activities undertaken on social media by network 6 Top 8 most frequently mentioned activities undertaken on social media LinkedIn occupies a unique space in the market, and is perhaps better positioned to talk to HNW individuals about financial information as it is already widely used by them for professional purposes… ACTIVITIES TOTAL Keep up with current friends/family 63% 15% 61% 28% 31% 11% Post personal updates about my life 53% 22% 45% 20% 31% 2% Read updates or posts from colleagues 58% 51% 39% 25% 34% 16% Connect with current/past business colleagues 54% 60% 24% 23% 17% 6% Connect with select circles of people on a particular issue or goal 48% 43% 24% 28% 31% 13% Stay up-to-date with current news/events 44% 32% 22% 30% 31% 25% Receive updates related to my job or industry 42% 47% 16% 23% 24% 10% Obtain a review or recommendation (e.g. products, services, events, etc.) 42% 37% 26% 18% 28% 29% 51% 60% 43% 32% 47% 37%
  7. 7. #inFC14   7   turn  to  social  media  to  inform   their  financial  decision  making     in  Canada   1 in 2 HNWI
  8. 8. 47% of HNW individuals in Canada make use of social media for financial purposes ….. 8BASE SIZE: 94 Facebook; 40 Twitter; 63 YouTube; 68 LinkedIn; & 29 Google+ users 46% of HNWI’s already use LinkedIn for financial purposes
  9. 9. HNWIs are tapping into various forms of content to inform throughout the Financial Decision Journey 9 More specifically, how do you use social media services to inform or educate yourself on financial topics and financial companies/institutions? Top 8 uses of social media for financial purposes (on any network) shown BASE SIZE: 71 HNW individuals who use social media for financial information 37% 32% 32% 31% 35% 34% 28% 39% Follow companies Use as a source for news/content Subscribe to financial related feeds/blogs Follow a recognised industry expert/executive Read reviews/recommendations Search for a key top or info Watch webcasts Participate in online polls/surveys DISCOVERY CONSIDERATION ENGAGE
  10. 10. VALIDATE FINANCIAL DECISIONS THRU THEIR SOCIAL GRAPH 30% of HNWI
  11. 11. Use of social media for financial purposes by network 11 Most frequently mentioned uses of social media for financial information BASE SIZE: 47 Facebook; 27 Twitter; 17 YouTube; 31 LinkedIn; & 19 Google+ users who access the network for financial purposes USES FOR FINANCIAL INFORMATION ALL OTHER SOCIAL MEDIA SITES Use as a source of news content 48% 48% Follow companies 42% 33% Search for key financial topics/information 45% 29% Read reviews/recommendations 35% 19% Participate in online polls/surveys 52% 33% Receive updates from financial services companies and/or experts 37% 24% Follow a recognised industry expert/executive 45% 14%
  12. 12. Over a quarter of HNWI deem social media to be a valuable resource/tool for discovering and informing making financial decisions 12 To what extent do you agree or disagree with the following statements? Total Top2 box scores shown; ‘Strongly agree/agree’ BASE SIZE: 57 Affluent; 64 Ultra Affluent; & 30 Über Affluent HNW individuals 30% Social media offers me the ability to validate my financial decisions 26% I find myself relying more and more on social media to help inform financial decisions 26% I have greater trust in financial companies who are more engaged on social media 23% Social media has made me much more confident in my ability to make financial decisions on my own 25% Social media has made me much more confident in my ability to make financial decisions on my own
  13. 13. To effectively engage with HNWI provide them with “bigger picture” information – macro content 13 If a financial services provider were to use social media to provide you with information relating to personal finance, what types of information would you expect to receive from them? Top 8 types of financial information expected to be received from financial providers shown BASE SIZE: 151 HNW individuals 42% 37% 37% 36% 35% 34% 32% 27% Market and economic commentary New product information Company background Finance events Expert ratings, reviews, or testimonials Best practices, how-to guides, checklists Product performance updates Thought leadership articles and stories
  14. 14. Over a half have taken action as a result of reading financial content on social media 14 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 BASE SIZE: 151 HNW individuals 20% Conducted additional research on a financial product/policy or account type 02 17% Purchased an investment product 05 19% Asked a financial professional for additional information about a financial product/policy or account type 03 17% None of the above 24% Learned about a financial company/institution I/my company was not previously aware of 01 17% Learned of a financial product/ policy or account type I/my company was not previously aware of 04
  15. 15. Putnam Investments Financial Advisors’ Use of Social Media (2013)
  16. 16. Profile of Financial Advisor who uses Social on a regular basis 16Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013). Fee-based independent broker/dealer Uses social media to build referral network, brand, and relationships 10+ years of experience Typical assets from new social media client: <$500K Book of business: <$150M Typical client portfolio: <$1M
  17. 17. 3 out of 4 use Social for business, with over 95% leveraging LinkedIn 17 *Response=305 advisors Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013). of financial advisors use at least one social network for business* 75% 21%31% 29%95%USED IN THE PAST YEAR FOR BUSINESS PURPOSES
  18. 18. Social media compliments current business practices offering scale and efficiencies 18 Top uses differ by network Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013). Iprove the effectiveness of referral network Cultivate specific prospective clients once they are identified Enhance current client relationships Of LinkedIn users use it to prospect for new relationships 66% Of Facebook users use it to sustain relationships 69%
  19. 19. Half of respondents cited gaining new clients via social 19 Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013) Conducted in partnership with FTI Consulting: Survey conducted by FTI Consulting Strategic Communications in July 2013 among 408 U.S. – based financial advisors. Data sources: FTI Consulting Strategic Communications financial advisor panel and Harris Interactive NO YES62%38% Corresponding gain in assets under management from new clients 2% 5% 5% 20% 20% 42% More  than   $25MM   $10MM  to   $25MM   $5MM  to   $9.9MM   $1MM  to   $4.9MM   $0.5MM  to   $0.99MM   Less  than   $0.5MM   $1M+: 32% $5M+: 12% Has your use of LinkedIn helped you gain new clients? Of advisors acquired new clients49% 29%Of those, . Gained $1 million+ in new assets
  20. 20. Top 3 Forms of Content Desired: Commentary/Market Insights, News and Content to Share with Clients 20 What are the top three types of information or content you want to receive from asset managers via social media? 59% 58% 51% 37% 33% 14% 9% 9% Commentary / market insight Market news Educational content to share with clients New product information Advisor practice ideas Webinar notification Portfolio Other *Based on 60% scale
  21. 21. 21   RELEVANT CONTENT BUILDS THE BRIDGETO MEANINGFUL RELATIONSHIPS
  22. 22. 22 482,514 3,369 1,972 Share 12 K Send a message 6 More engagement with content vs jobsx Content is our core
  23. 23. Content is Our Core Definitive professional content publishing platform 23 Mike Smith President and Chief Executive… Mike Smith CEO, ANZ Bank John Taft CEO at RBC Wealth Management Peter Sands Group Chief Executive, Standard Chartered Bank Sergio Ermotti Group Chief Executive Officer at… Jamie Dimon Chairman & CEO at JPMorgan Chase Mohammed El-Erian CEO of Pimco Larry Fink Chairman and CEO, BlackRock Mark Mobius Executive Chairman, Templeton… Fred Tomczyk President and CEO, TD Ameritrade 75+ CEOs serve as Influencers
  24. 24. #inFC14 Client Case Studies 24
  25. 25. #inFC14 Blackrock case study 25
  26. 26. Blackrock 26 FINANCIAL ADVISORS BLOG HNWIFINANCIAL ADVISORS HNWI YOUTUBE LINKEDIN BLOG FACEBOOK TWITTER
  27. 27. Steps To Publishing & Promoting On LinkedIn REACH DESIRED AUDIENCE WITH SPONSORED UPDATES 3 PUBLISH CONTENT AS COMPANY UPDATES 2 BRAND’S COMPANY PAGE 1
  28. 28. 28 LinkedIn Ecosystem COMPANY PAGE FOLLOWERS UPDATES TO FOLLOWERS SPONSORED UPDATES INFLUENCERS
  29. 29. Dimensions of Thought Leadership 29 THOUGH LEADERSHIP SOLUTIONS, CASE STUDIES, HOW-TO, EVALUATION TOOLS PRODUCT, SERVICE, OFFERING COLLATERAL BRAND ADVERTISING AND MESSAGING C O N T E N T M A R K E T I N G
  30. 30. What BlackRock has found… 30 Audience wants, needs, hopes and desires should be “North Star” Express your view – not me too! Show me the data – power of visuals Use the biggest name you got (judicially) Seek new audiences with different content
  31. 31. Find an Advisor Ad Campaign 31
  32. 32. Find An Advisor API Solution 32
  33. 33. Find An Advisor API Solution 33
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