To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.

1. INFLUENCING
THE MASS AFFLUENT
Building relationships on social media

2. 2
Mass Affluent are highly engaged on
social media
Cogent Research, Australia March 2013
Base: Mass Affluent
engage with financial companies
54%
engage with content from
financial companies
42%
Among Mass Affluent social media users:
83%
Use Social Media

3. 3
They use social media for professional
purposes – to connect, consume and create
1in 5
Use social to
Create professional content
1in 4
Use social to
Consume professional content
1in 3
Use social to
Connect with professionals
Cogent Research, Australia March 2013
Base: Mass Affluent

4. 4
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

5. 5
Customer service and relevant content
present key opportunities for marketers
Top benefits cited by Mass Affluent from engaging with financial institutions on social media:
3) Relevant content
1) Improved customer service
2) Timely updates
1in 4
Consider improved customer
service the most valuable
result from financial companies
on social
Cogent Research, Australia March 2013
Base: Mass Affluent social media users

6. 6
New product information is a desired
content type across sectors
ASSET MANAGERS CREDIT CARDS
Top information Mass Affluent want from financial institutions on social media (by sector):
1 | New product info
2 | Market commentary
3 | New product info
1 | New product info
2 | Account changes
3 | Company info
1 | Product performance 1 | New product info
Cogent Research, Australia March 2013
Base: Mass Affluent social media users
1 | New product info
2 | Market commentary
3 | Account changes
1 | New product info
BANKS

7. 7
*Communication gap = difference from content that is desired and what they actually receive
1 | New product info
2 | Market commentary
3 | Account changes
42%
47%
BANKS
A communication gap exists between the
content Mass Affluent want and what
finance companies provide
Cogent Research, Australia March 2013
Base: Mass Affluent social media users
1 | New product info
2 | Market commentary
3 | Company info
44%
24%
CREDIT CARDS
1 | Product performance
2 | Market commentary
3 | New product info
52%
41%
ASSET MANAGERS Communication Gap*
39%
39%
39%

8. 8
75
79
108
138
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
LinkedIn is the most trusted social media
source for financial information
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, Australia March 2013
Base: Mass Affluent

9. 9
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

10. 10
Over 8 in 10 Mass Affluent use social media.
Over half engage with financial institutions on social.
Two out of five engage with their social content.
Top benefits received by Mass Affluent on social:
1) customer service, 2) timely updates, 3) relevant
content.
24%-52% 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
1
2
3
4
5

11. 11
Mindset matters
Relevance is key
Discussion drives influence
Highlight new products
Target messages by Life Stage
Best practices for marketers
1
2
3
4
5

12. 12
Survey Design, Sample, and Data Collection
Mode: Web survey
Survey length: 15 minutes
Field timing: March 1 – 13, 2013
Population: Mass Affluent in Australia (n=103)
Sampling Error: +/-9.66% pts.
Screening:
• $100k - $1M AUD (~$100k - $1M USD) 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