2. Connect the world’s professionals
to make them more productive
and successful
Our mission
3. For our members
The professional profile
of record
Connect all of the world's
professionals
Identity Networks Knowledge
The definitive professional
publishing platform
7. LinkedIn is the #1 Professional Publishing Platform
in APAC and Worldwide
0
5,000
10,000
15,000
20,000
25,000
LinkedIn BBC CNN WSJ NYTIMES Forbes Bloomberg Economist
TotalUniqueVisitors(000s)
8. Homepage Pulse Influencers LinkedIn Groups
Insights: Brands plugging into the member journey
From networking, to news, communities, thought leaders & brands
Company Pages Sponsored Updates
9. #inFC14
Jennifer Grazel
Trends in Finance &
Social for 2014
http://www.youtube.com/watch?v=XuSK3YLS9
1k&list=PLOiWp3quz2WVkk6gydZHILOD4eeLH
zbRl
10. Without trust, words become the
hollow sound of a wooden gong. With
trust, words become life itself.
– John Harold Hewitt, Poet
16. Methodology
Short online questionnaire with respondents recruited
from a panel sample.
All respondents were
identified as HNW
individuals.
This was defined as those
holding over $8million
HKD or $1.3million SGD in
personal investable
assets.
Respondents were recruited
from both Hong Kong and
Singapore.
Survey completed in
English.
204 respondents in
Singapore & Hong Kong
16 16
18. 0%
50%
6%
36%
39%
15%
3%
1%
HNWI in Hong Kong/Singapore are significantly younger
than other markets
18-24 25-34 35-44 45-54 55-64 65+
BASE SIZE: 204 HNW individuals 18
52%
MALE
48%
FEMALE
AGE
19. Vast majority are currently employed with 1/3 of HNWI
reporting they are below director level
19BASE SIZE: 204 HNW individuals
17%
20%
8%
18%
6%
0%
6%
10%
8%
3%
2%
Manager Senior
Manager
Director Head of
Department
Vice
President
President Managing
Director
C-Level
Executive
Owner Other Retired/not
currently
employed
20. Unlike other markets, majority are employed by medium
to large businesses (# of employees)
20
1 - 10
11 - 50
51 - 100
101 - 200
201 - 500
501 - 1,000
1,001 - 5,000
5,001 - 10,000
10,001 or more
6%
6%
7%
14%
20%
14%
15%
6%
13%
Based on 50% scale
BASE SIZE: 199 HNW individuals currently employed
NUMBER OF EMPLOYEES
22. Social media adoption among HNWI is well penetrated
and usage is maturing across the globe
BASE SIZE: 1095 HNW individuals
Do you use the following social media sites/services?
All respondents
22
59% 47% 47% 24% 24%
81%
of HNW individuals
make use of
social media
23. Close to 100% of HNWI use Social in Singapore and
Hong Kong, with LinkedIn capturing over 40% +
Social Media usage by Country
23
69% 70%
75%
85%
97% 98% 99%
39%
50% 49%
45%
73%
46%
40%
U.S. UK Australia Canada U.A.E. Singapore Hong Kong
Do you use the following social media sites/services?
Breakdown by country
Social media users (any network including LinkedIn) LinkedIn users
BASE SIZE: 1095 HNW individuals
24. Approx. 9 out of 10 who access LinkedIn, visit weekly
24
% of HNWI on LinkedIn
88%
Access LinkedIn
weekly
BASE SIZE: 305 HNW individuals
ACTION: reached out to a financial service provider, conducted research on a financial product/service, purchased a financial product/investment
40% 46%
25. Frequency of network access from desktop computers
and they use multiple devices over the course of a day
97%
95%
93%
BASE SIZE: 204 HNW individuals (Hong Kong/Singapore Total) 25
84% access LinkedIn
via a desktop weekly
70% access LinkedIn
via a tablet weekly
73% access LinkedIn
via a smartphone
weekly
26. Follow a brand and
receive updates
Stay up to date with
current news/events
Receive updates
and posts from my
colleagues
Share posts or
articles with my
network
Connect with select
circles of people on
a particular issue or
goal
Obtain a review or
recommendation
Not only do they access the platform frequently but
they’re actively engaged……
26BASE SIZE: 305 HNW individuals; 120 LinkedIn users
Which, if any, of the following activities do you undertake on LinkedIn?
Top 6 activities undertaken on LinkedIn shown
01 02 03 04 05 06
41%
38% 38%
36% 36%
29%
27. HONG KONG SINGAPORE
59% 71%
56% 65%
55% 56%
53% 48%
54% 53%
49% 27%
…with engagement being driven by greater trust in the
platform
27
BASE SIZE: 190 Facebook; 164 YouTube; 109 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
To what extent do you trust content shared by brands on
each of the following social networks?
Top2 box scores shown; ‘Very/Quite Trustworthy’
% of HNW individuals who trust branded content
provided by social networks
62%
58%
55% 54%
52%
45%
29. Close to 90% of HNWI make use of social media for
financial purposes. LinkedIn and Facebook lead in
influencing the purchase path
29BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
% of respondents who use social media networks for
financial purposes
HONG KONG SINGAPORE
90% 83%
90% 83%
84% 78%
82% 91%
73% 75%
% of HNW individuals who use each social
media network
88% 88%
84% 83%
74%
30. In particular, LinkedIn is largely leveraged for mid and
bottom funnel activities
BASE SIZE: 190 Facebook; 164 YouTube; 100 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users
Hong Kong/Singapore Total
ACTIVITIES TOTAL
To keep up-to-date on current financial trends, products, policies, or institutions 81% 39% 45% 49% 45%
To gather preliminary information about financial products, policies, or institutions 77% 36% 48% 34% 29%
To seek advice or gather information to help me make a financial decision 78% 47% 43% 30% 39%
To evaluate or re-think a financial decision I have already made 76% 36% 40% 30% 34%
To recommend a financial product/policy/service to others 74% 44% 42% 26% 41%
Key activities /purposes among financial purchase path
39%
36%
47%
36%
44%
31. HNWIs are tapping into various forms of content on LI to
inform themselves throughout Financial Decision Journey
31BASE SIZE: 183 HNW individuals who use social media for financial information
55%
44%
44%
37%
49%
45%
37%
47%
Follow companies
Use as a source of news content
Subscribe to financial related feeds/blogs
Follow a recognized industry expert
Read Reviews/recommenndations
Search for key topics/information
Watch videos
Participate in online polls/surveys
DISCOVERY
CONSIDERATION
ENGAGE
32. LinkedIn and Twitter are seen as equally trustworthy
sources of financial information…
32
BASE SIZE: 168 Facebook; 83 Twitter; 75 LinkedIn users who access the network for financial purposes
Hong Kong/Singapore Total
Overall levels of brand trust regarding financial information
Overall mean score shown; score out of 10
HONG KONG SINGAPORE
7.16 6.88
7.02 7.28
6.52 6.44
Overall levels of brand trust for social media
providers regarding financial information
BRAND TRUSTDISAGREE AGREE
7.08
7.08
6.5
33. 90% of HNWI claimed to have actioned a response based
on information they had received through social media…
33
BASE SIZE: 183 HNW individuals who use social media for financial information
Hong Kong/Singapore Total
35%
34%
32%
32%
31%
25%
24%
19%
Recommended a product/service
Learned of a financial product/policy or account type I was not previously aware of
Learned about a financial company/institution I was not previously aware of
Discussed a financial product/policy or account type with a family member, friend, or colleague
Shared information about financial trends, products or financial institutions/ companies
Opened a new financial account
Purchased an investment product
Purchased an insurance product
ENGAGE/RESEARCH
PURCHASE
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
34. Executive Summary: APAC HNWI
34
99.5% Of HNW individuals use social media DEVICES USED
TOP 5 ACTIVITIES
Keep up with current friends/family 83%
Stay up-to-date with current news/events 79%
Share others posts or articles with my network 79%
Follow a company/brand and receive updates 77%
Read updates or posts from colleagues 76%
NETWORKS USED FOR FINANCIAL
PURPOSES
88% 88% 84% 83% 74%
95%
Tablet
93%
Smartphone
OVERALL BRAND TRUST (OUT OF 10)
7.08 6.57.08
LEVERAGE
SOCIAL TO
INFORM
FINANCES
90%
36. 36
American Express OPEN Forum drives membership
and engagement with Spotlight Ads and a LinkedIn API
• Increase the value of the information exchange on
Amex’s SMB Community
• Widen % penetration of SMBs in US by scaling
membership growth
CHALLENGE
SOLUTION
IMPACT
• OPEN Forum used LinkedIn’s API to enable
signups via a LI login screen, providing a fast,
seamless way to join the community and invite
others in their network to join.
• LI created a social ad to drive membership
• 5X growth in OPEN Forum membership three
months after API launch
• 10X higher performance for OPEN Spotlight Ad
vs. display ads across the Web
38. 38
Drove over 40,000 interactions
Boosted organic updates impressions
and social interactions
Created long term value attracting over
3750 new followers (10% of
interactions)
HSBC equips heartland audience with relevant content
Geo-targeting thru Sponsored
Updates to promote relevant tools
and compelling content (regionally
focused)
Form partnerships with members of
key business audience
Drive awareness of HSBC and
establish thought leadership
CHALLENGE
SOLUTION
IMPACT
39. 39
How can I get started with Content Marketing on LI
1 2 3
Build Awareness
• Content Ads
• Inmail
• Slide Share
Establish presence
• Company Page
• Followers
• Organic updates
Amplify
• Sponsored Updates
40. 40
How can I get started with Content Marketing on LI
1 2 3
http://www.liasset.com/content_module/gall
ery/index.html
42. Top 5 Best Practices
1. Context is King (Professional Context)
• Professionals are busy: Be concise, deliver clear value
• Be natural to the platform: Why are people here? What are they trying to accomplish?
2. Always be helpful… not always be closing
• Give 4x, Ask 1x
• Would I care? Would I share?
3. Think Mobile & User Intent
• Reach all 3 screens with 1 message
• Think mobile first (on and off LinkedIn)
4. Focus on the epicenter: The Newsfeed
• Harness the social graph
• Always-on relationship building vs. episodic campaigns
5. Plan Distribution 1st, content 2nd
1. Know who you want to reach and how you will reach them before creating content
2. Owned, earned and paid need to work together to ensure your audience sees it
The professional profile of record: enabling our members to connect, find and be found
Connecting all of the world’s professionals, all 600 million knowledge workers and increasingly students or pre-professionals
Thank you for joining us today. Delighted to be here- glad this is in the morning – don’t know what time zone I am on. Look forward to the next 1hr where I plan on sharing highlights from FinanceConnect, unveil HNWI research and walk through some case studies – meant to be a discussion – not a presentation – please ask questions – in term – I have some questions for you.
We all know that Trust is essential in relationships. In particular in Financial Services which has had significant setbacks with financial crisis. Without underlying trust, words ring hollow.
But with a trusted brand, marketing can be truly inspiring.
3 years ago I kicked off, an annual thought leadership summit – called FinanceConnect bringing together leading financial service marketers for a day of discussions and best practice sharing. Having sat most of my career on the client side innovating with emerging channel and technology – recognized need to collaborate across industry. This year’s theme was the “Rise of the Customer” – occurred during a blizzard in nyc.
Three key takeaways from FC were:
Authenticity, relevancy and dialogue are essential components in building a sustainable relationship with customers.
No better medium than Social to do this
2. Importance of Listening – importance of taking time and understanding unique needs of audience (Context is Queen) – we will get into this a bit later
3. Harnessing Data – internal & external - informs us and helps us make better decisions
Brands that are succeeding are evolving their systems and tapping into social to harness big data to a provide a more contextualized experience (Amex discussed with us amex open relaunch with LI powering login and profile identity of Open forum members (augmenting knowledge of their member set)
They discussed understanding moments of Truth – harness 16 mths of social data (honed in on 47k from 40 millions convesations ) to understand adjacencies to the purchase path.
Moving from Information to Insight for higher relevance
How does a marketer create an insight? By turning data into relevance – rich profile data combined in certain ways to paint a specific insight around who might be important to your message.
We recently rolled out TrendIn and Content marketing score to help you identify sweetspots
One of the best ways to build relationships is through the power of content marketing.
The idea of education rather than promotion
This will help us forge long term relationships with customers, becoming their trusted advisors and building brand advocacy.
RELEVANCY IS THE KEY WORD
In better understanding the mindset and role that social media plays among core target audiences – we launched a global HNWI study across 8 regions. When I first joined LI disbelief that social influenced financial decision journey – sought to prove out this hypothesis.
We surveyed over 200 respondents in singapore and hong kong
Q1a: First of all, what is your age?
Q1b: And what is your gender?
No significant differences between Hong Kong/Singapore markets.
Age is a key driver of social media usage
Q4: Which of the following best describes the seniority level of your current position?
HNW individuals in Singapore were significantly more likely to describe themselves as a manager or equivalent in comparison to those in Hong Kong (27% vs. 14%). No other significant differences between markets.
Minority claim to be small business owners