This document summarizes research on how mass affluent individuals in France engage with financial companies on social media. It finds that over 85% of mass affluent social media users are highly engaged on social media, using it for both professional and personal purposes. While many want new product information, there is a communication gap between what content mass affluent users want and what financial companies provide on social media. LinkedIn is the most trusted social media platform for financial information. The document provides best practices for financial companies to build foundations and accelerate influence with mass affluent customers through social media engagement and relevant content.

1. 1
Influencing the
Mass Affluent
Building relationships on social media

2. 2
Cogent Research, France March 2013
Base: Mass Affluent
engage with financial companies
65%
engage with content from
financial companies
57%
Among Mass Affluent social media users:
85%
Use Social Media
Mass Affluent are
highly engaged on social media

3. 3
They use social media for professional
purposes – to connect, consume and create
Cogent Research, France March 2013
Base: Mass Affluent
1in 2use social to Connect with professionals
1in 3use social to Consume professional content
2in 5use social to Create professional content

4. 4
Among those who use social for BOTH
discovery and consideration, nearly 2/3
are driven to action
Cogent Research, Global March 2013
Base: Global Mass Affluent social media users
BOTH
Consideration
Use social to stay
up-to-date on
financial trends or
companies.
Use social to seek
advice or gather
info to make a
financial decision.
21% 32%63%
Discovery
DRIVEN TO ACTION
Open/close account or purchase product

5. 5
Ads and experts are key sources of
learning on social media
Information about financial
company, product or account
An advertisement
An industry expert/executive
A member of my social network
Company sponsored content/updates
“What was the specific source of the financial information you learned via social media?”
Cogent Research, France March 2013
Base: Mass Affluent who learned about a financial company, product, policy or account via social media
22%
38%
44%
50%

6. 6
Customer service and relevant content
present key opportunities for marketers
Top benefits cited by Mass Affluent from engaging with financial institutions on social media:
Cogent Research, France March 2013
Base: Mass Affluent social media users
1.Improved
customer service
2.Greater
transparency of
information
1in 5 Consider relevant content the most valuable result from
credit card companies or asset managers on social
3.Relevant
Content

7. 7
New product information one of the most
highly desired content type across sectors
ASSET MANAGERS BANKS / CREDIT CARDS
Top information Mass Affluent want from financial institutions on social media (by sector):
1 | Product performance
New product info
3 | Market commentary
1 | New product info
2 | Company info
3 | Account changes
2 | New product info
1 | New product info
Cogent Research, France March 2013
Base: Mass Affluent social media users

8. 8
*Communication gap = difference from content that is desired and what they actually receive
1 | New product info
2 | Company info
3 | Account changes
46%
9%
BANKS
A communication gap exists between the
content Mass Affluent want and what finance
companies provide
Cogent Research, France March 2013
Base: Mass Affluent social media users
1 | New product info
2 | Company info
3 | Account changes
14%
12%
CREDIT CARDS
1 | New product info
2 | Product performance
3 | Market commentary
36%
36%
ASSET MANAGERS Communication Gap*
21%
18%
4%

9. 9
75
94
110
121
0 100
Traditional sources for financial
information
Trust Index of Channels for Financial Information:
Based on relative trust of info from 3 sources (peers, companies, and experts) across all platforms / categories
LinkedIn is the most trusted social media
source for financial information
Trust Index is comprised of the following attributes average scores indexed to 100:
• Social platforms: Trust of financial information shared through an article on my network, by a financial company or institution,
by a financial professional/expert
• Traditional sources: Trust of financial information from work colleagues, from friends and family, posted on financial
company websites, from articles on finance websites
Cogent Research, France March 2013
Base: Mass Affluent

10. 10
Service or support
Posts & multimedia content
1:1 communication
Group discussions
hosted by company
On LinkedIn, brands can accelerate influence
with European Mass Affluent through social
dialogue
Cogent Research, UK/FR/NL March 2013
Base: Mass Affluent social media users in UK/FR/NL
BUILD FOUNDATIONS ACCELERATE INFLUENCE

11. 11
Over 8 in 10 Mass Affluent use social media.
Nearly two-thirds engage with financial institutions on
social. Over half engage with their social content.
Top benefits received by Mass Affluent on social:
1) customer service, 2) transparency of
information, 3) relevant content.
Up to 46% communication gap between the top 3
info expected and what is actually received on social.
Nearly 2 in 3 are driven to take action when social is
used for both discovery and consideration.
Summary of key findings
1
2
3
4
5

12. 12
Mindset matters
Relevance is key
Discussion drives influence
Highlight new products
Target messages by Life Stage
Best practices for marketers
1
2
3
4
5

13. 13
Survey Design, Sample, and Data Collection
Mode: Web survey
Survey length: 15 minutes
Field timing: March 1 – 13, 2013
Population: Mass Affluent in France (n=100)
Sampling Error: +/-9.80% pts.
Screening:
• €75,000 to less than €750,000 (~$100k - $1M USD) in investable assets.
(includes all cash, savings, mutual funds, stocks, bonds, retirement
accounts, and all other types of investments and real estate ventures, but
excludes primary residence and vacation homes)
• Have an account, product, or policy with a either a bank, credit card
company, brokerage, asset manager, property/casualty insurance company,
or life insurance company
METHODOLOGY