Why are finance companies increasingly turning to social media to connect with affluent investors? Because the number of HNW individuals in Canada rose 6.5% to a record 298,000 people last year. Of this demographic, 46% already use LinkedIn for financial purposes – indicating that there is an engaged audience on the platform. This presents a clear opportunity for the financial services industry to target HNW individuals when marketing on social media, specifically on LinkedIn.

1. Jennifer Grazel
Trends
in
Finance
&
Social
for
2014
T O R O N T O

2. High Net
Worth Individuals

3. Methodology
Short online questionnaire with
respondent recruited from a
panel sample.
3
ALL RESPONDENTS
WERE IDENTIFIED AS
HNW INDIVIDUALS.
This was defined as those
holding over $1.1million CAD
in personal investable
assets*
TOTAL SAMPLE OF 151
RESPONDENTS
§ 57 with $1.1-5.5million in
investable assets
§ 64 with $5.5-28million in
investable assets
§ 30 with $28million+ in
investable assets

4. Social media adoption among HNWI is well penetrated and usage is
maturing
4
Do you use the following social media sites/services?
BASE SIZE: 151 HNW individuals
NONE
62% 45% 42% 26% 19% 3% 15%
OTHER

5. In contrast with other regions, social media adoption increases with
investable assets among HNWI
5
Do you use the following social media sites/services?
BASE SIZE: 57 Affluent; 64 Ultra Affluent; & 30 Über Affluent HNW individuals
Social media users (any network including LinkedIn) LinkedIn users
82% 83%
97%
46%
50%
33%
AFFLUENT
$1.1-5.5million
ULTRA AFFLUENT
$5.5-28million
ÜBER AFFLUENT
$28million+

6. Activities undertaken on social media by network
6
Top 8 most frequently mentioned activities undertaken on social media
LinkedIn occupies a unique space in the market, and is perhaps better positioned to talk to HNW individuals about financial
information as it is already widely used by them for professional purposes…
ACTIVITIES TOTAL
Keep up with current friends/family 63% 15% 61% 28% 31% 11%
Post personal updates about my life 53% 22% 45% 20% 31% 2%
Read updates or posts from colleagues 58% 51% 39% 25% 34% 16%
Connect with current/past business colleagues 54% 60% 24% 23% 17% 6%
Connect with select circles of people on a particular issue or goal 48% 43% 24% 28% 31% 13%
Stay up-to-date with current news/events 44% 32% 22% 30% 31% 25%
Receive updates related to my job or industry 42% 47% 16% 23% 24% 10%
Obtain a review or recommendation (e.g. products, services, events, etc.) 42% 37% 26% 18% 28% 29%
51%
60%
43%
32%
47%
37%

7. #inFC14
7
turn
to
social
media
to
inform
their
financial
decision
making
in
Canada
1 in 2 HNWI

8. 47% of HNW individuals in Canada make use of social media for financial
purposes …..
8BASE SIZE: 94 Facebook; 40 Twitter; 63 YouTube; 68 LinkedIn; & 29 Google+ users
46%
of HNWI’s already use
LinkedIn for financial
purposes

9. HNWIs are tapping into various forms of content to inform throughout the
Financial Decision Journey
9
More specifically, how do you use social media services to inform or educate yourself on financial topics and financial companies/institutions?
Top 8 uses of social media for financial purposes (on any network) shown
BASE SIZE: 71 HNW individuals who use social media for financial information
37%
32%
32%
31%
35%
34%
28%
39%
Follow companies
Use as a source for news/content
Subscribe to financial related feeds/blogs
Follow a recognised industry expert/executive
Read reviews/recommendations
Search for a key top or info
Watch webcasts
Participate in online polls/surveys
DISCOVERY
CONSIDERATION
ENGAGE

10. VALIDATE FINANCIAL
DECISIONS
THRU THEIR SOCIAL GRAPH
30% of HNWI

11. Use of social media for financial purposes by network
11
Most frequently mentioned uses of social media for financial information
BASE SIZE: 47 Facebook; 27 Twitter; 17 YouTube; 31 LinkedIn; & 19 Google+ users who access the network for financial purposes
USES FOR FINANCIAL INFORMATION
ALL OTHER SOCIAL
MEDIA SITES
Use as a source of news content 48% 48%
Follow companies 42% 33%
Search for key financial topics/information 45% 29%
Read reviews/recommendations 35% 19%
Participate in online polls/surveys 52% 33%
Receive updates from financial services companies and/or experts 37% 24%
Follow a recognised industry expert/executive 45% 14%

12. Over a quarter of HNWI deem social media to be a valuable resource/tool
for discovering and informing making financial decisions
12
To what extent do you agree or disagree with the following statements?
Total Top2 box scores shown; ‘Strongly agree/agree’
BASE SIZE: 57 Affluent; 64 Ultra Affluent; & 30 Über Affluent HNW individuals
30%
Social media offers me
the ability to validate my
financial decisions
26%
I find myself relying more
and more on social media
to help inform financial
decisions
26%
I have greater trust in
financial companies who
are more engaged on
social media
23%
Social media has
made me much more
confident in my ability
to make financial
decisions on
my own
25%
Social media has made
me much more confident
in my ability to make
financial decisions
on my own

13. To effectively engage with HNWI provide them with “bigger picture”
information – macro content
13
If a financial services provider were to use social media to provide you with information relating to personal finance, what types of information
would you expect to receive from them? Top 8 types of financial information expected to be received from financial providers shown
BASE SIZE: 151 HNW individuals
42%
37%
37%
36%
35%
34%
32%
27%
Market and economic commentary
New product information
Company background
Finance events
Expert ratings, reviews, or testimonials
Best practices, how-to guides, checklists
Product performance updates
Thought leadership articles and stories

14. Over a half have taken action as a result of reading financial content on
social media
14
Which of the following actions, if any, have ever occurred as a result of you hearing or reading something on social media?
Top 5 actions resulting from social media usage shown
BASE SIZE: 151 HNW individuals
20% Conducted additional research on
a financial product/policy or account type
02
17% Purchased an investment product
05
19% Asked a financial professional for
additional information about a financial
product/policy or account type
03
17% None of the above
24% Learned about a financial
company/institution I/my company was
not previously aware of
01
17% Learned of a financial product/
policy or account type I/my company was
not previously aware of
04

15. Putnam Investments Financial
Advisors’ Use of Social Media
(2013)

16. Profile of Financial Advisor who uses Social on a regular basis
16Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Fee-based independent broker/dealer
Uses social media to build referral
network, brand, and relationships
10+ years of experience
Typical assets from new social media client:
<$500K
Book of business:
<$150M
Typical client portfolio:
<$1M

17. 3 out of 4 use Social for business, with over 95% leveraging LinkedIn
17
*Response=305 advisors
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
of financial advisors use at least
one social network for business*
75%
21%31% 29%95%USED IN THE PAST YEAR
FOR BUSINESS PURPOSES

18. Social media compliments current business practices offering scale and
efficiencies
18
Top uses differ by network
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Iprove the effectiveness
of referral network
Cultivate specific
prospective clients once
they are identified
Enhance current client
relationships
Of LinkedIn users use
it to prospect for new
relationships
66% Of Facebook users
use it to sustain
relationships
69%

19. Half of respondents cited gaining new clients via social
19
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013)
Conducted in partnership with FTI Consulting: Survey conducted by FTI Consulting Strategic Communications in July 2013 among 408 U.S. – based financial advisors.
Data sources: FTI Consulting Strategic Communications financial advisor panel and Harris Interactive
NO YES62%38%
Corresponding gain in assets under management
from new clients
2%
5%
5%
20%
20%
42%
More
than
$25MM
$10MM
to
$25MM
$5MM
to
$9.9MM
$1MM
to
$4.9MM
$0.5MM
to
$0.99MM
Less
than
$0.5MM
$1M+: 32%
$5M+: 12%
Has your use of LinkedIn helped you
gain new clients?
Of advisors
acquired new clients49%
29%Of those, .
Gained $1 million+ in new
assets

20. Top 3 Forms of Content Desired: Commentary/Market Insights, News and
Content to Share with Clients
20
What are the top three types of information or content you want to receive from asset managers via social media?
59%
58%
51%
37%
33%
14%
9%
9%
Commentary / market insight
Market news
Educational content to share with clients
New product information
Advisor practice ideas
Webinar notification
Portfolio
Other
*Based on 60% scale

21. 21
RELEVANT CONTENT BUILDS
THE BRIDGETO MEANINGFUL RELATIONSHIPS

22. 22
482,514 3,369 1,972
Share
12
K
Send a message
6 More
engagement with
content vs jobsx
Content
is our core

23. Content is Our Core
Definitive professional content publishing platform
23
Mike Smith
President and Chief
Executive…
Mike Smith
CEO, ANZ Bank
John Taft
CEO at RBC Wealth
Management
Peter Sands
Group Chief Executive,
Standard Chartered Bank
Sergio Ermotti
Group Chief Executive
Officer at…
Jamie Dimon
Chairman & CEO at
JPMorgan Chase
Mohammed El-Erian
CEO of Pimco
Larry Fink
Chairman and CEO,
BlackRock
Mark Mobius
Executive Chairman,
Templeton…
Fred Tomczyk
President and CEO,
TD Ameritrade
75+ CEOs serve as Influencers

24. #inFC14
Client Case Studies
24

25. #inFC14
Blackrock case study
25

26. Blackrock
26
FINANCIAL
ADVISORS BLOG
HNWIFINANCIAL
ADVISORS
HNWI
YOUTUBE LINKEDIN
BLOG FACEBOOK TWITTER

27. Steps To Publishing & Promoting On LinkedIn
REACH DESIRED
AUDIENCE WITH
SPONSORED UPDATES
3
PUBLISH CONTENT AS
COMPANY UPDATES
2
BRAND’S COMPANY
PAGE
1

28. 28
LinkedIn Ecosystem
COMPANY PAGE
FOLLOWERS
UPDATES TO
FOLLOWERS
SPONSORED
UPDATES
INFLUENCERS

29. Dimensions of Thought Leadership
29
THOUGH
LEADERSHIP
SOLUTIONS, CASE
STUDIES, HOW-TO,
EVALUATION TOOLS
PRODUCT, SERVICE,
OFFERING COLLATERAL
BRAND ADVERTISING
AND MESSAGING
C O N T E N T M A R K E T I N G

30. What BlackRock has found…
30
Audience wants, needs, hopes and desires should be “North Star”
Express your view – not me too!
Show me the data – power of visuals
Use the biggest name you got (judicially)
Seek new audiences with different content

31. Find an Advisor Ad Campaign
31

32. Find An Advisor API Solution
32

33. Find An Advisor API Solution
33