1	
  
Jennifer Grazel
Global Head Financial Services
LinkedIn
Social Media is transforming how we communicate and
build relationships
3	
  
3	
  
Confidence in institutions
LinkedIn Confidential ©2013 All Rights Reserved
4	
  
Where do consumers turn to find
credible information
LinkedIn Confidential ©2013 All Rights Reserved 4	
  
5	
  
Social at the core of the consumer
Decision Journey
LinkedIn Confidential ©2013 All Rights Reserved 5	
  
Why is thi...
6	
  
LinkedIn Confidential ©2013 All Rights Reserved 6	
  
“While the wounds of the financial crisis
still are healing an...
7
7
Mass Affluent
Mass Affluent are highly engaged on social media
Cogent Research, Brazil March 2013
Base: Mass Affluent
engage with financ...
They use social media for professional purposes –
to connect, consume and create
3in 4
Use social to
Create professional c...
Eight in ten Mass Affluent social media users read
company content, review multimedia, and follow
financial companies
Base...
Among those who use social for BOTH discovery
and consideration, nearly 2/3 are driven to action
Discovery
BOTH
Considerat...
Ads and brand content are key sources of financial
information on social media
Info about financial
product or account
Inf...
New product information is a frequently
desired content type across sectors
Top information Mass Affluent want from financ...
*Communication gap = difference from content that is desired and what they actually receive
1 | New product info
2 | Marke...
95
99
101
105
0 100
Traditional sources for financial
information
Trust Index of Channels for Financial Information:
Based...
Consumers are in specific mindsets across different
social platforms
1
2
3
4
5
Keep up w. friends & family
Reconnect with ...
Build the Foundation
with:
Multi-media content
Company posts or content
Accelerate Influence
with:
1:1 communication
On Li...
Summary of key findings
Nearly all Mass Affluent use social media.
Nine in ten engage with financial institutions on socia...
22	
  
LinkedIn Confidential ©2013 All Rights Reserved
Mudanças nas tendências de consumo e impacto na jornada financeira - LinkedIn FinanceConnect Brasil 2013
Mudanças nas tendências de consumo e impacto na jornada financeira - LinkedIn FinanceConnect Brasil 2013
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Mudanças nas tendências de consumo e impacto na jornada financeira - LinkedIn FinanceConnect Brasil 2013

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Apresentação da Jennifer Grazel, Global Head of Category Development, Financial Services, LinkedIn

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Mudanças nas tendências de consumo e impacto na jornada financeira - LinkedIn FinanceConnect Brasil 2013

  1. 1. 1   Jennifer Grazel Global Head Financial Services LinkedIn
  2. 2. Social Media is transforming how we communicate and build relationships
  3. 3. 3   3   Confidence in institutions LinkedIn Confidential ©2013 All Rights Reserved
  4. 4. 4   Where do consumers turn to find credible information LinkedIn Confidential ©2013 All Rights Reserved 4  
  5. 5. 5   Social at the core of the consumer Decision Journey LinkedIn Confidential ©2013 All Rights Reserved 5   Why is this? 1.  Transparency 2.  Authenticity 3.  Dialogue
  6. 6. 6   LinkedIn Confidential ©2013 All Rights Reserved 6   “While the wounds of the financial crisis still are healing and too many Americans still are struggling, the country actually maybe in a better position today than it has ever been in.” Jamie Dimon CEO JP Morgan
  7. 7. 7 7
  8. 8. Mass Affluent
  9. 9. Mass Affluent are highly engaged on social media Cogent Research, Brazil March 2013 Base: Mass Affluent engage with financial companies 90% engage with content from financial companies 84% Among Mass Affluent social media users: 99% Use Social Media
  10. 10. They use social media for professional purposes – to connect, consume and create 3in 4 Use social to Create professional content 4in 5 Use social to Consume professional content 9in 10 Use social to Connect with professionals Cogent Research, Brazil March 2013 Base: Mass Affluent
  11. 11. Eight in ten Mass Affluent social media users read company content, review multimedia, and follow financial companies Base: Social media users Brazil Follow or like financial companies on social media Review multimedia content from financial companies on social media 82% 85% Read content from financial companies on social media 88%
  12. 12. Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action Discovery BOTH Consideration Use 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 ACTION Open/close account or purchase product 21% 32% 63% Cogent Research, Global March 2013 Base: Global Mass Affluent social media users
  13. 13. Ads and brand content are key sources of financial information on social media Info about financial product or account Info about financial company 61% 50% 33% 58% 61% 53% 44% 36% A member of my social network Company sponsored content/updates An advertisement An industry expert/executive “What was the specific source of the financial information you learned via social media?” Cogent Research, Brazil March 2013 Base: Mass Affluent social media users
  14. 14. New product information is a frequently desired content type across sectors Top information Mass Affluent want from financial institutions on social media (by sector): Cogent Research, Brazil March 2013 Base: Mass Affluent social media users CREDIT CARDS 1 | New product info 2 | Market commentary 3 | Company info 1 | New product info 2 | Market commentary 3 | Posts from experts BANKS P&C INSURANCE 1 | Policy changes 2 | New product info 3 | Company info 1 | New product info 1 | New product info 2 | New product info
  15. 15. *Communication gap = difference from content that is desired and what they actually receive 1 | New product info 2 | Market Commentary 3 | Posts from experts BANKS Overall, a communication gap exists between the content Mass Affluent want and what finance companies provide Cogent Research, Brazil March 2013 Base: Mass Affluent social media users 1 | New product info 2 | Market Commentary 3 | Company info CREDIT CARDS Communication Gap* 1 | Policy changes 2 | New product info 3 | Company info LIFE INSURANCE 28% 35% 42% 27% 38% 44% 42% 22% 22%
  16. 16. 95 99 101 105 0 100 Traditional sources for financial information Trust Index of Channels for Financial Information: Based on relative trust of info from 3 sources (peers, companies, and experts) across all platforms / categories Social platforms are almost as trusted a source of financial information as traditional sources Trust Index is comprised of the following attributes average scores indexed to 100: •  Social platforms: Trust of financial information shared through an article on my network, by a financial company or institution, by a financial professional/expert •  Traditional sources: Trust of financial information from work colleagues, from friends and family, posted on financial company websites, from articles on finance websites Cogent Research, Brazil March 2013 Base: Mass Affluent
  17. 17. Consumers are in specific mindsets across different social platforms 1 2 3 4 5 Keep up w. friends & family Reconnect with alumni Post personal updates Friend/fan a company Share content Connect w. business colleagues Read colleagues status updates Receive industry updates Discuss a business topic Connect in groups 18 Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012 Cogent HNWI Research Personal Networks Professional Networks “Invest Time”“Spend Time”
  18. 18. Build the Foundation with: Multi-media content Company posts or content Accelerate Influence with: 1:1 communication On LinkedIn, brands can accelerate influence with Mass Affluent through direct communication Cogent Research, Global March 2013 Base: Mass Affluent social media users
  19. 19. Summary of key findings Nearly all Mass Affluent use social media. Nine in ten engage with financial institutions on social. Over three-quarters engage with their social content. 22-44 percentage point communication gap between the top 3 types of 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. 1 2 3 4
  20. 20. 22   LinkedIn Confidential ©2013 All Rights Reserved
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