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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
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
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
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
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
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
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
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
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
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
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

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

Published in: Economy & Finance, Business
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  • 1. 1   Jennifer Grazel Global Head Financial Services LinkedIn
  • 2. Social Media is transforming how we communicate and build relationships
  • 3. 3   3   Confidence in institutions LinkedIn Confidential ©2013 All Rights Reserved
  • 4. 4   Where do consumers turn to find credible information LinkedIn Confidential ©2013 All Rights Reserved 4  
  • 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   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
  • 8. Mass Affluent
  • 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. 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. 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. 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. 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. 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. *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. 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. 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. 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. 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. 22   LinkedIn Confidential ©2013 All Rights Reserved

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