Apresentação da Jennifer Grazel, Global Head of Category Development, Financial Services, LinkedIn

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Jennifer Grazel
Global Head Financial Services
LinkedIn

2. Social Media is transforming how we communicate and
build relationships

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Confidence in institutions
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4. 4
Where do consumers turn to find
credible information
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5. 5
Social at the core of the consumer
Decision Journey
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Why is this?
1. Transparency
2. Authenticity
3. Dialogue

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“While the wounds of the financial crisis
still are healing and too many Americans
still are struggling, the country actually
maybe in a better position today than it
has ever been in.”
Jamie Dimon
CEO JP Morgan

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9. Mass Affluent

10. Mass Affluent are highly engaged on social media
Cogent Research, Brazil March 2013
Base: Mass Affluent
engage with financial companies
90%
engage with content from
financial companies
84%
Among Mass Affluent social media users:
99%
Use Social Media

11. They use social media for professional purposes –
to connect, consume and create
3in 4
Use social to
Create professional content
4in 5
Use social to
Consume professional content
9in 10
Use social to
Connect with professionals
Cogent Research, Brazil March 2013
Base: Mass Affluent

12. Eight in ten Mass Affluent social media users read
company content, review multimedia, and follow
financial companies
Base: Social media users
Brazil
Follow or like
financial companies
on social media
Review multimedia content
from financial companies
on social media
82%
85%
Read content
from financial companies
on social media
88%

13. Among those who use social for BOTH discovery
and consideration, nearly 2/3 are driven to action
Discovery
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.
DRIVEN TO ACTION
Open/close account or purchase product
21% 32%
63%
Cogent Research, Global March 2013
Base: Global Mass Affluent social media users

14. Ads and brand content are key sources of financial
information on social media
Info about financial
product or account
Info about financial
company
61%
50%
33%
58%
61%
53%
44%
36%
A member of my social network
Company sponsored content/updates
An advertisement
An industry expert/executive
“What was the specific source of the financial information you learned via social media?”
Cogent Research, Brazil March 2013
Base: Mass Affluent social media users

15. New product information is a frequently
desired content type across sectors
Top information Mass Affluent want from financial institutions on social media (by sector):
Cogent Research, Brazil March 2013
Base: Mass Affluent social media users
CREDIT CARDS
1 | New product info
2 | Market commentary
3 | Company info
1 | New product info
2 | Market commentary
3 | Posts from experts
BANKS P&C INSURANCE
1 | Policy changes
2 | New product info
3 | Company info
1 | New product info 1 | New product info
2 | New product info

16. *Communication gap = difference from content that is desired and what they actually receive
1 | New product info
2 | Market Commentary
3 | Posts from experts
BANKS
Overall, a communication gap exists between the
content Mass Affluent want and what finance
companies provide
Cogent Research, Brazil March 2013
Base: Mass Affluent social media users
1 | New product info
2 | Market Commentary
3 | Company info
CREDIT CARDS
Communication Gap*
1 | Policy changes
2 | New product info
3 | Company info
LIFE INSURANCE
28%
35%
42%
27%
38%
44%
42%
22%
22%

17. 95
99
101
105
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
Social platforms are almost as trusted a source of
financial information as traditional sources
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, Brazil March 2013
Base: Mass Affluent

18. Consumers are in specific mindsets across different
social platforms
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2
3
4
5
Keep up w. friends & family
Reconnect with alumni
Post personal updates
Friend/fan a company
Share content
Connect w. business colleagues
Read colleagues status updates
Receive industry updates
Discuss a business topic
Connect in groups
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Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012
Cogent HNWI Research
Personal Networks Professional Networks
“Invest Time”“Spend Time”

19. Build the Foundation
with:
Multi-media content
Company posts or content
Accelerate Influence
with:
1:1 communication
On LinkedIn, brands can accelerate influence with
Mass Affluent through direct communication
Cogent Research, Global March 2013
Base: Mass Affluent social media users

20. Summary of key findings
Nearly all Mass Affluent use social media.
Nine in ten engage with financial institutions on social.
Over three-quarters engage with their social content.
22-44 percentage point communication gap
between the top 3 types of 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.
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2
3
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