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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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