View the presentation that was given at FinanceConnect Sydney on Thursday May 1 by Jennifer Grazel, LinkedIn's Global Head of Category Development - Financial Services. This presentation showcases the key themes arising from FinanceConnect in New York and through two new pieces of research for SMB and High Net Worth in Australia, demonstrates how these themes translate for the Australian market.

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Jennifer Grazel
Trends in Finance &
Social for 2014

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Authenticity ● Relevancy ● Dialogue
TRUST
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Perspectives from APAC
MIKE SMITH, CEO of ANZ
#inFC14 3
… part of this transformation is being more
transparent, more engaged and more responsive
in our communication.
As a step in addressing this need, we have launched
our own digital publication for news, insight and
opinion called BlueNotes. It covers the economy,
financial services, investment and society from both
within ANZ and from experts outside the bank
BECOMING A SOCIALLY ENABLED
ORGANIZATION
Peter Sands
CEO of Standard Charter Bank

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Perspectives from APAC
MIKE SMITH, CEO of ANZ
#inFC14 4
… part of this transformation is being more
transparent, more engaged and more
responsive in our communication.
As a step in addressing this need, we have
launched our own digital publication for news,
insight and opinion called BlueNotes. It covers the
economy, financial services, investment and
society from both within ANZ and from experts
outside the bank
BECOMING A SOCIALLY ENABLED
ORGANIZATION
Peter Sands, CEO of Standard Charter Bank

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High Net Worth Investors
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Join the Dots Research,,AU November 2013
Base: HNW social media users
High Net Worth Individuals are engaged on social media
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75%U S E S O C I A L M E D I A
$1.1m -< $1.5m
67%
76%
$1.5m -< $3m
66%
$3m+

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49%
44% 41%
23%
13%
LinkedIn is the most used social media site among High
Net Worth Individuals
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Join the Dots Research, AU November 2013
Base: HNW social media users

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When it comes to financial information, HNWI use social media to
consume, explore & inform
Aspects of social media used for financial purposes
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Join the Dots Research, AU November 2013
Base: HNW social media users
Inform
Explore Content
Consume Financial Content
Subscribe to financial
related feeds/blogs
Receive updates from
companies and/ or experts
Participate in groups/
community discussions
Follow a recognized
industry expert
Use as a source for
financial news/content
Participate in online
polls/surveys
Search for key financial
topics /information
Read financial reviews/
recommendations
56%
48%
37%
52%
36%
21%
44%
34%

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Recommend a financial product, policy,
or service
Seek advice/gather information to help make a financial decision
Gather preliminary information about financial products, policies or institutions
Keep up-to-date with current financial trends
Re-evaluate a financial decision that has already
been made
54%
47%
40%
29%
25%
Social media has a purpose throughout each stage of
the financial purchase journey
60% of HNWIs in Australia who use social networks will use them
for at least one financial purpose
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Join the Dots Research, AU November 2013
Base: HNW social media users

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The role of social media
in driving SMB growth
Market Report: Australia
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DEFINING
businesses
Small/Medium
$8M to $44.9M AUD
Upper Medium
Over $45M AUD
This report explores the way in which SMBs in
Australia make use of social media.
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SMBs surveyed across Australia
240

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SMBs in Australia are currently experiencing widespread growth…
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Have experienced an
increase in total revenue
over the past year
Have experienced an
increase in customer/client
numbers over the past year
Have experienced an
increase in overall
profitability over the
past year
70%
69%58%
Base: 240 SMBs

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81%
Of SMBs currently
use social media
6%Plan to use social
media in the future
Social media is used by the vast majority of SMBs in Australia…
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Base: 917 SMBs

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The #1 challenge facing SMBs in today’s market is attracting new
customers
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65%say social media is a
vital resource for
getting new customers
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88%
Advertise to help
increase awareness of
my company, products
and services
83%
Maintain a company
presence and identity
79%
Deliver content and
new information about
my company
SMB’s see social media offering an effective channel for Marketing
and Driving Business.
% reporting that social media is effective for…
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BRANDING
ADVERTISING CONTENT
DELIVERY
77%
Generating new
business leads
LEAD
GENERATION
Base: 214 social media users who access for specific business purposes

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75%
Find vendors/
companies that can
help my company
73% 65%
Learn from experts
in my industry
…. Along with impacting operational efficiencies and sourcing
% reporting that social media is effective for…
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Find and source
new employees
71%
Customer service/
support
FIND
VENDORS
INDUSTRY
INSIGHTS
RECRUIT
CUSTOMER
SERVICE
Base: 214 social media users who access for specific business purposes

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Over half of SMBs experiencing hyper-growth directly attribute
revenue to social media spend.
% reporting that social media spend contributed to revenue growth
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Hyper Growth
58%
Growth
39%
Base: 167 SMBs experiencing revenue growth

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Social media is highly influential
when choosing a financial
services provider
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Over 3 in 4 use social media
for financial purposes…
Top 5 uses of social media
for financial purposes
Keep up-to-date on
financial trends
01 43%
02 Gather preliminary
financial information
40%
03 Seek advice on a
financial decision
32%
04 Recommend a financial
product to others
26%
05 Evaluate or re-think a
previous financial decision
21%
Base: 223 social media users
have used social media for
finance-related reasons78%
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…with more than half of respondents suggesting they are
open to receiving financial information from LinkedIn
Openness to receiving financial content and information on social media sites
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of hyper-growth businesses are receptive
to receiving financial content on LinkedIn
68%
55% 41% 35% 21% 18%46%
Base: 240 SMBs

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Of the 2/3 of SMBs who actioned a response, 1/3 being driven to
purchase.
Path to Purchase
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DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Seek advice/info to make a
purchase
DRIVEN TO PURCHASE
ON LINKEDIN
(Insurance policy and/or
investment product)
36%
Base: 143 LinkedIn users

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HSBC Global Connections enables the bank to move
further upstream to support business decision-
making, helping companies expand internationally
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The challenge…
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How can we
engage with such
a busy target
audience?
How do we make
sure they come
back and read
more?
How can we share
this content with
them?
How do we grab
their attention?

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HSBC Commercial Banking LinkedIn company page
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32,915 followers

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ACTIVITY OVERVIEW
Flight Time: Sep 2013 – Dec 2013
(avg. 3 SUPs per week)
Total Campaigns for the period: 43
Update Flight Time: 3 days
TESTING VARIABLES
Pricing ● Seniority ● Market Split
● Content
KPIs
Impressions ● Clicks ● Engagement
Rate ● Price ● Followers
LinkedIn Sponsored Updates…
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Overview of results…
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Top 5 Industries by engagement rate
Import/
export
GC content reached over
50 countries
32,000+ Interactions with GC content
 100% of followers gained are manager and above
vs. 40% of organic
 3X increase in the rate of follower growth
Clicks Social Engagements Follows
Int. Trade Banking Machinery Mining

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Content results: Top 3 posts
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#1 │ 0.76% ER
#2 │ 0.67% ER
#3 │ 0.64% ER

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Why is this content engaging?
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