The webinar discusses the increasing importance of social media, particularly LinkedIn, for financial advisors in their marketing efforts. A survey of 463 financial advisors reveals that a significant percentage believe social media will play a more vital role in their future marketing strategies and that many have gained new clients through proactive use of LinkedIn. Compliance-related issues are the primary reason some advisors do not utilize social media for business purposes.

1. Financial Services Webinar Series
Financial Institutions and Social Media
Understanding the Opportunities and Best Practices
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2. Today’s speakers
Panelists
Emily Friedman
Associate Research Consultant
• Davis Janowski
LinkedIn Technology Columnist & Reporter
InvestmentNews
• Lauren Boyman
Neil Benedict Director of Digital Strategy
Morgan Stanley Smith Barney
Managing Director
FTI Consulting
• Anita Heisl
Senior VP, Practice Development
Ziegler Wealth Management
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3. Agenda
§ Insights: Financial Advisors’ Use of Social Media
§ Finance Panel
§ Q&A
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4. Methodology
Partnered with FTI Consulting
Global business advisory firm with proprietary research panel
Online survey among 463 financial advisors in
the U.S.
Includes wirehouse advisors, broker-dealers
and registered investment advisors
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5. Executive summary
§ Social media is quickly becoming a significant component of financial
advisors’ marketing, and adoption rates will continue to grow.
§ When using social networks for business, financial advisors
overwhelmingly prefer LinkedIn – and they would like to use it more
if permitted.
§ The majority of advisors who use LinkedIn for client prospecting have
gained new business, particularly through proactive use of site tools
to support acquisition.
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6. Key Findings
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7. Financial advisors expect social media to play a more
significant role in their future marketing
% who say significant role in marketing currently vs. one year from now:
?
52%
29%
Current marketing efforts Marketing efforts one year Marketing efforts two
from now years from now
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8. Overall, LinkedIn is the most used social network
among financial advisors, followed by Facebook
78% 75%
use LinkedIn use Facebook Business use
17% Personal use only
71% 38% 37%
use Twitter
use Google+
61% 50%
LinkedIn Facebook Twitter Google+
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9. Nearly three in four financial advisors have used at
least one social network for business in the past year
71% Social networks used for business in the past year:
have used at Among FAs who use at least one for business
least one social 91%
network for
business
32%
28%
22%
LinkedIn Facebook Google+ Twitter
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10. LinkedIn is favored over other social networks
particularly for networking and growing business
8X 3X
as likely to use LinkedIn as likely to use LinkedIn
to make professional connections to cultivate client prospects
NETWORKING GROWING BUSINESS
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11. Financial advisors would like to leverage LinkedIn for
more of their business needs
Would ideally choose LinkedIn for this purpose if regulations weren't an obstacle
Have used LinkedIn for this purpose
Making professional connections 77%
71%
Expanding my professional knowledge base 56%
31%
Improving the effectiveness of my referral 53%
network 42%
Cascading thought leadership in my field 48%
20%
Building my brand identity 43%
42%
Cultivating client prospects 42%
34%
Enhancing current client relationships 31%
30%
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12. More than three in five advisors who have leveraged
LinkedIn to cultivate prospects have gained new clients
Have you gained new clients
from prospecting on LinkedIn?
Resulting gains in assets from new clients:
Yes, Less than $500,000 42%
62%
No, $500,000 to $999,000 20%
38%
$1,000,000 to $4,999,999 20%
$1M+: 32%
$5,000,000 or more 12%
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13. How are successful advisors using LinkedIn?
70% 64%
use search tools to find request introductions
to new leads
potential clients
NETWORKING GROWING BUSINESS
Among advisors who gained clients on LinkedIn
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14. Why are these advisors increasing LinkedIn usage?
Presence of target audience & improved understanding of site
Has your business use of LinkedIn
increased over the past year? Top reasons for increased use:
Stayed the
71%
same, 21 % The types of clients I
want to reach are
Decreased, active on LinkedIn
3%
Increased,
76 %
66%
I have a better understanding
of how to leverage LinkedIn
for business
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15. InvestmentNews Findings
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16. Most financial advisors are already using social media, and
more than half are using it for professional purposes
Advisor use of
social media
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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17. Financial advisors who use social media for business strongly
prefer LinkedIn, while personal use is highest on Facebook
Social media tools used
by advisors
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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18. When prospecting for new clients, financial advisors
turn to LinkedIn over all other social media sources
Reasons advisors use social Social media applications used to
media for business purposes attract new clients
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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19. In general, wirehouse advisors are particularly likely to
be under social media policies at their firms
Social media policy by firm type
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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20. If advisors are not using social media professionally, it is
most likely due to fear over compliance-related issues
Reasons advisors do not use social
media professionally
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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21. Today’s panel
MODERATOR:
Davis Janowski
Technology Columnist & Reporter
InvestmentNews
Lauren Boyman
Director of Digital Strategy
Morgan Stanley Smith Barney
Anita Heisl
Senior VP, Practice Development
Ziegler Wealth Management
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22. Thank you for attending part four of our
Financial Services Webinar Series
View all of the decks from our webinar series:
www.slideshare.com/LImarketingsolutions
Contact us:
MktgSolutions@linkedin.com
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23. Appendix
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24. Social Media & Networking (control, compliance,
archiving vendors for advisory firms/broker-dealers):
– Arkovi
– Actiance
– Erado
– Hearsay Social
– Protegent Social Media Surveillance, from SunGard
– Smarsh
– Socialware
Source: Davis Janowski, InvestmentNews
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