This document outlines the opportunity for financial services companies to leverage LinkedIn. It begins with an agenda and introduces key influencers in financial services. It then discusses how communication has changed and the size and growth of LinkedIn's membership and relationships. The document notes that LinkedIn members have an aspirational mindset and reviews the types of content they consume. It outlines challenges facing financial services firms and how social media can help regain trust and build credibility. Data is presented on how small to medium businesses and consumers use social media throughout the financial decision journey. Examples are provided of existing LinkedIn customers in financial services. The document concludes by emphasizing that LinkedIn is at the forefront of professional engagement and enables reaching clients across social media.

2. 1. The LinkedIn Story
2. The Financial Services Landscape
3. The Customer Journey
4. The LinkedIn Opportunity
5. Panel Discussion with Q & A
Agenda

3. Finance Connect Key Influencers
Micheal
Doyle
AIB
E A R L I E S T A D O P T E R
Mark
Johnson
Realex Payments
Catherine
Moroney
AIB
Robert
Mulhall
AIB
M O S T P O P U L A R
M O S T C O N N E C T E D
M O S T E N D O R S E D

4. The world of communication is changing
P R E W E B W E B 1 . 0 W E B 2 . 0

6. Members companies jobs skills schools knowledge

7. M E M B E R S
400 Million
M E M B E R U P D A T E S
2 Billion
O F R E L A T I O N S H I P S
Billons

8. H I R E S E L LM A R K E T
How we transform companies
W O R K

9. LinkedIn Members have an aspirational mindset
Personal Networks
Info on friends
Info on personal interests
Entertainment
S P E N D T I M E
Professional Networks
Career info
Updates on brands
Current affairs
I N V E S T T I M E

10. This aspirational mindset is reflected
in the content consumed on LinkedIn
Beyonce
National Corvette
Museum
Josh Homme
Kim Kardashian
Kanye West
Katy Perry
#OneOfMyFavorite
MoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Self-esteem
Finance
Internal Communication
Business
Economy

11. Seniority
Reaching decision makers in Ireland
3 8 0 , 0 0 0 +
S E N I O R / M A N A G E R
9 4 , 0 0 0 +
D I R E C T O R / V P
1 2 2 , 0 0 0 +
O W N E R / P A R T N E R
1 7 , 0 0 0 +
C - L E V E L E X E C S
Industry
2 1 0 , 0 0 0 +
T E C H
7 0 , 0 0 0 +
F I N A N C E
6 0 , 0 0 0 +
M E D I C A L
5 0 , 0 0 0 +
C U S O M E R G O O D S
3 9 , 0 0 0 +
C O N S T R U C T I O N
Function
7 8 , 0 0 0 +
S A L E S
1 0 8 , 0 0 0 +
O P E R A T I O N S
5 4 , 0 0 0 +
E N G I N E E R I N G
5 9 , 0 0 0 +
E N T R E P R E N E U R S H I P

12. Change in the Financial Services Landscape
C O N S U M E R C O N F I D E N C E B R A N D T R U S T V O L A T I L E M A R K E T S
A P P E T I T E T O B O R R O WO V E R R E G U L A T I O N

13. IDA video

14. Challenges Facing FS firms
Acquire new clients
Regain trust
Lead with insight
Grow relationships
Enhancing customer service

15. Customers attitudes evolving
T H E S M A L L E S T B I T O F N O I S E C A N B E A M P L I F I E D …

16. Not only do they validate the persons credibility but the business as a whole
N E A R L Y E V E R Y B U S I N E S S M E E T I N G I S P R E C E D E D O R
F O L L O W E D B Y V I S I T I N G L I N K E D I N , T W I T T E R O R G O O G L E
Regain trust – Social media builds credibility

17. Who would you take financial advice from?

18. Who would you take financial advice from?

19. Social media has a purpose throughout each stage
of the financial purchase journey
54%
47%
40%
29%
25%
Keep up-to-date with current financial trends
Gather preliminary information about financial products, policies or institutions
Seek advice/gather information to help make a financial decision
Re-evaluate a financial decision that has already been made
Recommend a financial product, policy or service
Source: Join The Dots Research, 2013

20. Regain trust – Social media builds credibility
W H A T A R E S M B S U S I N G S O C I A L M E D I A F O R ?
M A R K E T I N G
use social media to
drive business growth
L E A R N I N G
use social media for
learning and deriving
business insight
F I N D I N G N E W
C U S T O M E R S
find it’s effective for
generating leads and
91% find it’s effective for
increasing awareness
F I N A N C I A L
D E C I S I O N S
of small businesses
use social media for
finance decisions

21. LinkedIn drives growth in financial services

22. LinkedIn Partnership
M A R K W E I N B E R G E R
E Y G L O B A L C H A R I M A N
“At EY, we continually strive to build a
better working world by bringing our
clients the tools and services they
need in a rapidly changing business
environment. Data analytics and
technology have transformed the way
companies operate, and together, EY
and LinkedIn will provide
organizations with leading-edge tools
to navigate those changes”
J E F F W E I N E R
L I N K E D I N C E O
“Together, we'll help
companies develop
deeper and more
trusted customer
relationships through
social and data
analytics”
R E G I N A S P R A T T
S A L E S P A R T N E R
“Sales Navigator gives us
the ability to get access to
buyers who we couldn’t
previously reach, and in a
way that is more efficient
than simply cold-calling and
hoping for a response”

23. Existing LinkedIn Customers in Financial services

24. Summary
LinkedIn is at the forefront of professional engagement across social media1
Clients are active on social media, are you?2
Enable your employees to capitalise on the LinkedIn opportunity3

25. “The tipping point is that magic
moment when an idea, trend, or social
behaviour crosses a threshold, tips,
and spreads like wildfire.”
M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T

26. Panel Discussion
Sharon McCooey
Senior Director
International
Operations
LinkedIn
Robert Mulhall
Managing Director -
Retail, Corporate &
Business Banking
AIB
Danielle McConville
Regional Sales Leader
UKI & Nordics
LinkedIn
Conor McCabe
Relationship Manager
LinkedIn
Gavin Kelly
Director of Consumer
Banking (ROI)
Bank of Ireland
Gerard Scully
Director of International
Primary Markets
Irish Stock Exchange