Europeans with significant investable assets expect to engage with finance brands through social media – both to improve their customer experience and to guide future decisions on products and investments. The Mass Affluent, those with investable assets of between €75,000 and €750,000, are amongst the most active and engaged social media users – and see social platforms as an essential element in their relationships with financial institutions. In a groundbreaking study by LinkedIn and Cogent covering France, The Netherlands and the UK, more than 84% of the mass affluent audience in each country were active on social platforms; at least 40% engaged with financial companies, and at least 30% read content shared by those companies. In each country, mass affluent audiences opted for LinkedIn as their most trusted social media source for financial information, and the platform they are most likely to turn to for the content that matters to them. Information on new products and services, market commentary, service updates and general company information figured prominently amongst the most sought-after content from banks, credit card companies, insurance brands and brokers. When asked what they hoped to gain from engaging with such companies through social media, Mass Affluents pointed to improved customer service, greater transparency and timely, relevant content. Across all three countries, and all types of financial sectors, the information discovered and considered through social media is a key driver of immediate action amongst the mass affluent audience. Of those using social media for both discovery and consideration, 63% were driven to take action such as purchasing a product or opening an account. And the comments that Mass Affluents share have a vital role to play in amplifying awareness and engagement amongst their peers. Almost a quarter of those in the UK and over a third of those in France and The Netherlands read others comments on the content shared by financial companies.

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

2. 2
Mass Affluent are
highly engaged on social media
Cogent Research, Netherlands March 2013
Base: Mass Affluent
engage with financial companies
55%
engage with content from
financial companies
43%
Among Mass Affluent social media users:
98%
Use Social Media

3. 3
They use social media for professional purposes –
to connect, consume and create
3in 4use social to Connect with professionals
1in 2use social to Consume professional content
2in 5use social to Create professional content
Cogent Research, Netherlands March 2013
Base: Mass Affluent social media users

4. 4
Among those who use social for BOTH discovery
and consideration, nearly 2/3 are driven to action
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 productCogent Research, Netherlands March 2013
Base: Mass Affluent social media users

5. 5
2.Timely
Updates
Customer service and relevant content
present key opportunities for marketers
Top benefits cited by Mass Affluent from engaging with financial institutions on social media:
1in 3 Consider improved customer service the most
valuable result from financial companies on social
1.Improved
customer service
3. Greater
transparency of
information
Cogent Research, Netherlands March 2013
Base: Mass Affluent social media users

6. 6
New product information is a desired
content type across sectors
BANKS INSURANCE COMPANIES
Top information Mass Affluent want from financial institutions on social media (by sector):
1 | Market commentary
2 | New product info
3 | Company info
1 | New product info
2 | Company info
3 | Market commentary
2 | New product info
1 | New product info1 | New product info
2 | Account changes
3 | Company info
1 | New product info
CREDIT CARDS
Cogent Research, Netherlands March 2013
Base: Mass Affluent social media users

7. 7
*Communication gap = difference from content that is desired and what they actually receive
1 | New product info
2 | Account changes
3 | Company info
34%
20%
CREDIT CARDS
A communication gap exists between the content
Mass Affluent want and what finance companies
provide
Cogent Research, Netherlands March 2013
Base: Mass Affluent social media users
1 | New product info
2 | Company info
3 | Market commentary
25%
14%
INSURANCE COMPANIES (P&C)
1 | Market commentary
2 | New product info
3 | Company info
40%
34%
BANKS Communication Gap*
18%
29%
16%

8. 8
75
83
115
129
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, Netherlands March 2013
Base: Mass Affluent

9. 9
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

10. 10
Nearly all Mass Affluent use social media.
Over half engage with financial institutions on social.
Two out of five engage with their social content.
Top benefits received by Mass Affluent on social:
1) customer service, 2) timely updates, 3)
transparency of information.
14%-40% 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

11. 11
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

12. 12
Survey Design, Sample, and Data Collection
Mode: Web survey
Survey length: 15 minutes
Field timing: March 1 – 13, 2013
Population: Mass Affluent in the Netherlands (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, or insurance company
METHODOLOGY