How the ultra-
affluent use social
media?
Dionne Kasian Lew
@dionnelew

The social media real estate you
put time into is as important as
the suburb you invest in.

The right place at the right
price is what gives
good returns.

For time-poor professionals
starting out in social media the
sheer number of platforms to
choose from is
overwhelming.

Sheeeeeeeesh!

It’s like selecting the ‘all
suburbs’ search when you’re
trying to find a place to live.

http://www.gratisography.com/pictures/103H.jpg

While I am loathe to suggest one
platform to the exclusion of
others because they amplify
each other, IF you’re a
professional -

AND you need to reach high net
worth individuals -

research saysthat a great place to
live is LinkedIn.

Cogent Research found of the
90% of high net worth people
who use social media, 73% spend
it on LinkedIn

Why?

1. to do research -

2. to form connections -

3. to establish mutually
beneficial business partnerships.

“Does that sound pretty much like
what you already do day to day?”

IT IS!

While you move
up & down your local
& are introduced to people you want
to know
by those you know …

…LinkedIn
creates a business
network that is
effectively
borderless

Do these relationships
count?

They really do.

The Edelman Trust
Barometer shows a decline
in trust in institutions &
leaders over many years.

At the same time, with
peers it is high and
growing.

Conversations we we have
with people influence what
we think
& do -

- whether over coffee or
through clicks.

Cogent showed 1/3rd of
affluent investors are using
social media for personal
finance &inve sting –
BETTER YET

- 70 % changed
relationships or reallocated
investments as a result of
content they’d found in
social networks.

Advisors are getting onto
this and it works.

RESEARCH

The ultra-affluent are
passionate about high
quality investment research
-

SO ASK YOURSELF THESE 7
QUESTIONS -

1.
Is your product or service
of interest to affluent
investors?

2.
What high quality
information do you already
generate that may of
interest to them?

3.
Do you share it on
LinkedIn?

4.
How to you form
relationships with those
who read it?

5.
Are you extending the
connections you make
through the network by
bringing them offline?

6.
What is your strategy for
generating future content?

7.
Do you have a LinkedIn
Company Page?

7, 6, 5, 4, 3, 2, 1

RELATIONSHIPS

Like in life online
business is about mutually
beneficial relationships -

& here again LinkedIn is a
great MatcH-MakeR.

Cogent found 46% of investors in social
did not have a financial advisor
BUT BUT BUT
52% said they would
connect with one through
social.

28% said they would see a financial
company as
“innovative” or a
“Leader in the industry”
for offering social.

In the US –
most Fortune 100 companies use social
media & according to LinkedIn (2013) all
executives from Fortune 500 companies are
members.

The FTSE Social Media Index shows
86% of FTSE100 are on LinkedIn as
part of their communications strategy

½
0f
Australia’s
top
publicly
listed
companies
are
there.
ONLY

Ooooooooops!

CASE STUDIES

1.
Derivates exchange Eurex gained exposure
to 800,000 finance decision makers
through a LinkedIn campaign.

2.
Zurich built a thought-leader campaign
around its Head of Financial Institutions
with a strong flow of high-value sales
leads and a click-through rate 3x
times the LinkedIn average.

3.
Oppenheimer Funds gained 3.3 million
impressions & +11,000 clicks,
raising its brand with Financial Advisors
through the LinkedIn iPad app.

It’s as easy as -

1, 2, 3.

NEXT UP

More socially savvy
Gen X and Gen Y investors getting more
affluent – meaning -

(you know).

2 Don’ts, 3 Dos and
1 DoDon’t
for professionals -

1.
“What you see is what you you get”.
Don’t use a blurry or provocative
photo. Professional is good .

2.
Don’t endorse someone you can’t vouch for.
Common sense,
but you’ll be surprised how many people you’ve never dealt with are happy to endorse you.

3.
Don’t display a false endorsement
it could be misleading.

4.
When you meet someone new DO follow
up with an invite to connect on LinkedIn.

5.
DO work out who owns your social media
account and the rules of engagement.
Your firm should have a social media policy you can refer to.

6.
DO be aware of regulations in your
industry but DO NOT be afraid of
them.
Regulators around the world acknowledge the power of social media for business and have an
important role in balancing innovation and protection. This space is evolving all the time. In
Australia the ASX encourages companies to monitor social media and consumer watchdog ACCC has
developed social media guidelines. Your country and industry will have its own.

Speaker | Author | Consultant
@dionnelew
dionnekasianlew.com
thesocialexecutivebook.com
You CAN BOOK ME TO
speak to your team
+61 458 974 854 OR
dionne@dionnekasianlew.com

Connect with me on LinkedIn –
au.linkedin.com/in/dionnelew
Thank you for your time and attention.