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High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors. This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.
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High Net Worth Investors Pt. 2 Leveraging Social Media to Reach Affluent Investors
Financial Services Webinar Series
Dial-in: 1-877-668-4490 Access Code: 664 689 728 Twitter: @AdsOnLinkedIn
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Today’s speakers
Marie Rice Practice Director, Custom Research
Cogent Research
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Eileen Loustau Director, US iShares Digital Content and Social Media Marketing
BlackRock, Inc.
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Agenda
§ The research approach
§ Recap from “High Net Worth Investors, Part 1”
§ Opportunities for financial services companies
§ Case study
§ Q & A
§ Next event – June 26
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Methodology
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Partnered with Cogent Research Strategic consultancy specializing in the investor population
Online survey among 608 respondents in the U.S. and Canada
At least $100K investable assets*
* Excludes primary residence and vacation property
Methodology
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Recap from Part 1
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Today’s High Net Worth Investors
– In distinct segments, yet similarities
– Engaged in finances
– Are on a financial continuum
– Use social media as a financial resource
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Financial services industry
– Vary strategies by social media platform
– Establish a presence and actively engage
– Educate, not sell, to build relationships
– Build your brand for the next generation
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Opportunities for Financial Services Companies
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Investors are in specific mindsets on different social platforms
On which of the following social media sites/services would you prefer to...
Personal Uses Keep up with current friends/family 90% 5% 3%
Post personal updates about my life 62% 2% 2%
Reconnect with classmates/alumni 70% 13% 2%
Professional Uses
Connect with business colleagues 17% 76% 1%
Discuss business topics 8% 42% 4%
Networking for a job 5% 66% 2%
Post work related questions 7% 39% 10%
Post business updates 17% 63% 12%
Read colleagues status updates 11% 71% 4%
Receive updates on my industry 10% 50% 8%
Research/develop business ventures 1% 34% 3%
Group Discussions Collaborating with a group 25% 28% 6%
Connecting with groups 32% 40% 22%
Company / Relationships
Follow a company/brand 24% 16% 15%
Friend/fan companies 53% 10% 14%
Additional Resource Obtain a review/recommendation 23% 8% 16%
Stay update-to-date with news/events 18% 9% 32%
Base: Social Platform Users 2 4 6 8 10
Weak preference Strong preference
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iShares Social Media Program
Blog Facebook Twitter
YouTube LinkedIn
162,000 6,900 45,100
39,000 2,000
Data as of May 31, 2012
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Investors significantly prefer LinkedIn for professional support and collaboration
0%
20%
40%
60%
80%
Receive industry updates
Get valuable financial content
Post business updates
Read colleagues' status updates
Connect with colleagues
LinkedIn Compe3tor Average
% prefer to use to:
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34%
56%
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Online sources financial ins3tu3ons should use to adver3se (select one):
0%
25%
50%
Financial websites
LinkedIn Online newspapers
Your online brokerage provider's website
Online portals
Financial blogs
Lifestyle interest websites
Preference is 2X higher than Facebook, Google+ and TwiRer
combined
LinkedIn provides a trusted and contextually relevant platform for advertisers
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Case Studies
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iShares’ social engages sophisticated investors
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Lesson #1: Blog — Not all data content is equal
Lowest views are for Economic Data
ETF Flows Data super low
Infographics — Worked!!
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Lesson #2: Twitter — Be a person, not a company
MAY 2012 45,000 followers
DEC 2010 0 followers
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Lesson #3: Syndication — Relationships matter
Morningstar is crowded Create an attribution link in every post Don’t rely on technology alone
Find the next Seeking Alpha Influencers are key
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Q & A
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Next event: Financial Advisors Pt. 1
June 26
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Thank you for attending part two of our Financial Services Webinar Series
Learn how marketers have successfully met their objectives:
http://marketing.linkedin.com/success-stories
Learn how you can reach this audience: [email protected]
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