0
How the ultra-
affluent use social
media?
Dionne Kasian Lew
@dionnelew
The social media real estate you
put time into is as important as
the suburb you invest in.
The right place at the right
price is what gives
good returns.
For time-poor professionals
starting out in social media the
sheer number of platforms to
choose from is
overwhelming.
Sheeeeeeeesh!
It’s like selecting the ‘all
suburbs’ search when you’re
trying to find a place to live.
http://www.gratisography.com/pictures/103H.jpg
While I am loathe to suggest one
platform to the exclusion of
others because they amplify
each other, IF you’re a
professi...
AND you need to reach high net
worth individuals -
research saysthat a great place to
live is LinkedIn.
Cogent Research found of the
90% of high net worth people
who use social media, 73% spend
it on LinkedIn
Why?
1. to do research -
2. to form connections -
3. to establish mutually
beneficial business partnerships.
“Does that sound pretty much like
what you already do day to day?”
IT IS!
While you move
up & down your local
& are introduced to people you want
to know
by those you know …
…LinkedIn
creates a business
network that is
effectively
borderless
Do these relationships
count?
They really do.
The Edelman Trust
Barometer shows a decline
in trust in institutions &
leaders over many years.
At the same time, with
peers it is high and
growing.
Conversations we we have
with people influence what
we think
& do -
- whether over coffee or
through clicks.
Cogent showed 1/3rd of
affluent investors are using
social media for personal
finance &inve sting –
BETTER YET
- 70 % changed
relationships or reallocated
investments as a result of
content they’d found in
social networks.
Advisors are getting onto
this and it works.
RESEARCH
The ultra-affluent are
passionate about high
quality investment research
-
SO ASK YOURSELF THESE 7
QUESTIONS -
1.
Is your product or service
of interest to affluent
investors?
2.
What high quality
information do you already
generate that may of
interest to them?
3.
Do you share it on
LinkedIn?
4.
How to you form
relationships with those
who read it?
5.
Are you extending the
connections you make
through the network by
bringing them offline?
6.
What is your strategy for
generating future content?
7.
Do you have a LinkedIn
Company Page?
7, 6, 5, 4, 3, 2, 1
RELATIONSHIPS
Like in life online
business is about mutually
beneficial relationships -
& here again LinkedIn is a
great MatcH-MakeR.
Cogent found 46% of investors in social
did not have a financial advisor
BUT BUT BUT
52% said they would
connect with one ...
28% said they would see a financial
company as
“innovative” or a
“Leader in the industry”
for offering social.
In the US –
most Fortune 100 companies use social
media & according to LinkedIn (2013) all
executives from Fortune 500 com...
The FTSE Social Media Index shows
86% of FTSE100 are on LinkedIn as
part of their communications strategy
½
0f
Australia’s
top
publicly
listed
companies
are
there.
ONLY
Ooooooooops!
CASE STUDIES
1.
Derivates exchange Eurex gained exposure
to 800,000 finance decision makers
through a LinkedIn campaign.
2.
Zurich built a thought-leader campaign
around its Head of Financial Institutions
with a strong flow of high-value sales...
3.
Oppenheimer Funds gained 3.3 million
impressions & +11,000 clicks,
raising its brand with Financial Advisors
through th...
It’s as easy as -
1, 2, 3.
NEXT UP
More socially savvy
Gen X and Gen Y investors getting more
affluent – meaning -
(you know).
2 Don’ts, 3 Dos and
1 DoDon’t
for professionals -
1.
“What you see is what you you get”.
Don’t use a blurry or provocative
photo. Professional is good .
2.
Don’t endorse someone you can’t vouch for.
Common sense,
but you’ll be surprised how many people you’ve never dealt wit...
3.
Don’t display a false endorsement
it could be misleading.
4.
When you meet someone new DO follow
up with an invite to connect on LinkedIn.
5.
DO work out who owns your social media
account and the rules of engagement.
Your firm should have a social media policy...
6.
DO be aware of regulations in your
industry but DO NOT be afraid of
them.
Regulators around the world acknowledge the p...
Speaker | Author | Consultant
@dionnelew
dionnekasianlew.com
thesocialexecutivebook.com
You CAN BOOK ME TO
speak to your t...
Connect with me on LinkedIn –
au.linkedin.com/in/dionnelew
Thank you for your time and attention.
Do you know how the ultra affluent use social media? Find out.
Do you know how the ultra affluent use social media? Find out.
Do you know how the ultra affluent use social media? Find out.
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Do you know how the ultra affluent use social media? Find out.

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The social media real estate you put time into is as important as the suburb you invest in. The right place at the right price is what gives good returns.

For time-poor professionals looking to start out in social media the sheer number of platforms to choose from can feel overwhelming – LinkedIn, Twitter, Facebook, YouTube, Pinterest, Google Plus? It’s a bit like selecting the ‘all suburbs’ search when you are trying to find somewhere to live.

While I am loathe to suggest one platform to the exclusion of others (because together they create an amplification effect) if you’re a professional or need to reach high net worth individuals then research suggests that a great place to live is LinkedIn.
This is why.

Published in: Social Media, Business

Transcript of "Do you know how the ultra affluent use social media? Find out."

  1. 1. How the ultra- affluent use social media? Dionne Kasian Lew @dionnelew
  2. 2. The social media real estate you put time into is as important as the suburb you invest in.
  3. 3. The right place at the right price is what gives good returns.
  4. 4. For time-poor professionals starting out in social media the sheer number of platforms to choose from is overwhelming.
  5. 5. Sheeeeeeeesh!
  6. 6. It’s like selecting the ‘all suburbs’ search when you’re trying to find a place to live.
  7. 7. http://www.gratisography.com/pictures/103H.jpg
  8. 8. While I am loathe to suggest one platform to the exclusion of others because they amplify each other, IF you’re a professional -
  9. 9. AND you need to reach high net worth individuals -
  10. 10. research saysthat a great place to live is LinkedIn.
  11. 11. Cogent Research found of the 90% of high net worth people who use social media, 73% spend it on LinkedIn
  12. 12. Why?
  13. 13. 1. to do research -
  14. 14. 2. to form connections -
  15. 15. 3. to establish mutually beneficial business partnerships.
  16. 16. “Does that sound pretty much like what you already do day to day?”
  17. 17. IT IS!
  18. 18. While you move up & down your local & are introduced to people you want to know by those you know …
  19. 19. …LinkedIn creates a business network that is effectively borderless
  20. 20. Do these relationships count?
  21. 21. They really do.
  22. 22. The Edelman Trust Barometer shows a decline in trust in institutions & leaders over many years.
  23. 23. At the same time, with peers it is high and growing.
  24. 24. Conversations we we have with people influence what we think & do -
  25. 25. - whether over coffee or through clicks.
  26. 26. Cogent showed 1/3rd of affluent investors are using social media for personal finance &inve sting – BETTER YET
  27. 27. - 70 % changed relationships or reallocated investments as a result of content they’d found in social networks.
  28. 28. Advisors are getting onto this and it works.
  29. 29. RESEARCH
  30. 30. The ultra-affluent are passionate about high quality investment research -
  31. 31. SO ASK YOURSELF THESE 7 QUESTIONS -
  32. 32. 1. Is your product or service of interest to affluent investors?
  33. 33. 2. What high quality information do you already generate that may of interest to them?
  34. 34. 3. Do you share it on LinkedIn?
  35. 35. 4. How to you form relationships with those who read it?
  36. 36. 5. Are you extending the connections you make through the network by bringing them offline?
  37. 37. 6. What is your strategy for generating future content?
  38. 38. 7. Do you have a LinkedIn Company Page?
  39. 39. 7, 6, 5, 4, 3, 2, 1
  40. 40. RELATIONSHIPS
  41. 41. Like in life online business is about mutually beneficial relationships -
  42. 42. & here again LinkedIn is a great MatcH-MakeR.
  43. 43. Cogent found 46% of investors in social did not have a financial advisor BUT BUT BUT 52% said they would connect with one through social.
  44. 44. 28% said they would see a financial company as “innovative” or a “Leader in the industry” for offering social.
  45. 45. In the US – most Fortune 100 companies use social media & according to LinkedIn (2013) all executives from Fortune 500 companies are members.
  46. 46. The FTSE Social Media Index shows 86% of FTSE100 are on LinkedIn as part of their communications strategy
  47. 47. ½ 0f Australia’s top publicly listed companies are there. ONLY
  48. 48. Ooooooooops!
  49. 49. CASE STUDIES
  50. 50. 1. Derivates exchange Eurex gained exposure to 800,000 finance decision makers through a LinkedIn campaign.
  51. 51. 2. Zurich built a thought-leader campaign around its Head of Financial Institutions with a strong flow of high-value sales leads and a click-through rate 3x times the LinkedIn average.
  52. 52. 3. Oppenheimer Funds gained 3.3 million impressions & +11,000 clicks, raising its brand with Financial Advisors through the LinkedIn iPad app.
  53. 53. It’s as easy as -
  54. 54. 1, 2, 3.
  55. 55. NEXT UP
  56. 56. More socially savvy Gen X and Gen Y investors getting more affluent – meaning -
  57. 57. (you know).
  58. 58. 2 Don’ts, 3 Dos and 1 DoDon’t for professionals -
  59. 59. 1. “What you see is what you you get”. Don’t use a blurry or provocative photo. Professional is good .
  60. 60. 2. Don’t endorse someone you can’t vouch for. Common sense, but you’ll be surprised how many people you’ve never dealt with are happy to endorse you.
  61. 61. 3. Don’t display a false endorsement it could be misleading.
  62. 62. 4. When you meet someone new DO follow up with an invite to connect on LinkedIn.
  63. 63. 5. DO work out who owns your social media account and the rules of engagement. Your firm should have a social media policy you can refer to.
  64. 64. 6. DO be aware of regulations in your industry but DO NOT be afraid of them. Regulators around the world acknowledge the power of social media for business and have an important role in balancing innovation and protection. This space is evolving all the time. In Australia the ASX encourages companies to monitor social media and consumer watchdog ACCC has developed social media guidelines. Your country and industry will have its own.
  65. 65. Speaker | Author | Consultant @dionnelew dionnekasianlew.com thesocialexecutivebook.com You CAN BOOK ME TO speak to your team +61 458 974 854 OR dionne@dionnekasianlew.com
  66. 66. Connect with me on LinkedIn – au.linkedin.com/in/dionnelew Thank you for your time and attention.
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