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Institutional Investing
in the 21st Century:
How Social Media Informs and Shapes
the Investing Process
Webcast
2
Today’s Speakers
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Dan Connell
Managing Director
Greenwich Associates
Emily Friedman
Research Consultant
LinkedIn
Kerry Ryan
Director, Head of Global Web Services
Legg Mason
To what extent are digital resources gaining traction as
sources of financial information?
How is social media being leveraged for insights during
the institutional investing process?
What has social media influenced so far, and where are key
opportunities for influence moving forward?
1
3
2
3
Questions to Answer
Source: LinkedIn and Greenwich Associates, 2015
4
Methodology
Survey
Online survey fielded
by Greenwich
Associates from
November 14 –
December 5, 2014.
Sample
256 Global Institutional
Investors, including:
100 in North America (U.S.,
CA), 105 in Europe (UK,
France, Germany,
Netherlands and
Switzerland), 51 in Asia
Pacific (Hong Kong,
Singapore).
Who
Decision-makers and
influencers for
investment decisions at
their institution.
Digital
Use 1+ digital source to
learn about financial
topics relevant to
investing role.
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Digital and social resources
are gaining traction among
institutional investors
6
Nearly all Institutional Investors use digital resources for investing
purposes, and four in five are using social media resources
97% 79%
of Institutional Investors
use digital resources for investing
of Institutional Investors
use social media for investing
Base: All Institutional Investors
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
48%
40%
29%
23%
In particular, Institutional Investors are turning to LinkedIn
to stay informed in their roles
7Base: All Institutional Investors
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
8
Four in five Institutional
Investors who use LinkedIn for
their role are doing so weekly or
more
Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Use LinkedIn weekly or more
85%
9
More than two in five users
plan to increase their use of
LinkedIn for financial
information over the next
year
Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Increased use
over the
PAST YEAR
39%
Plan to increase
use over the
NEXT YEAR
41%
% of LI users who increased / plan to increase usage
10
Social media is already playing an
influential role in investment decisions,
but there is more to come
11
Beyond the mainstays of news and researching companies, Institutional
Investors are tapping into social for relevant insights
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
6%
15%
18%
20%
26%
26%
26%
32%
32%
36%
37%
38%
44%
47%
48%
None of the above
Post or share product/services information
Seek support or service from an asset management firm
Seek dialogue with an asset management firm
Connect with other institutional investors/peers
Research asset management executives
Seek educational content to inform industry specific thought leadership
Join groups and observe discussions
Seek recommendation of investment product/service
Research asset management firms
Seek educational content to inform investing
Learn about investment products/services
Seek opinions or commentary on markets/events
Research specific industries
Read timely news or market/industry updates
Top purposes cited for using social media (among those who have used in past year):
12
Institutional investors who use social media for each of the top purposes are
more than likely turning to LinkedIn vs. Facebook or Twitter
1 3 4 5
48%
Read timely news/
market/industry updates
43%
33%
29%
47%
Research specific
industries
54%
37%
24%
44%
Seek opinions or
commentary on
markets/events
53%
39%
36%
38%
Learn about investment
products/services
45%
47%
33%
37%
Seek educational content
to inform investing
53%
30%
27%
Top 5 purposes IIs use social:
2
Bases: 1. Institutional Investors who use social media, 2. Institutional Investors who use social media for each of the top 5 purposes
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
13
Institutional Investors prefer LinkedIn for group discussion, education,
and other investing information
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
LinkedIn vs. Facebook
34%
41%
25%
30%
30%
28%
8%
9%
11%
25%
LinkedIn vs. Twitter
34%
41%
25%
30%
30%
5%
5%
27%
23%
16%
Group discussion
Deep subject matter education
Providing market updates
Consuming market updates
Sharing ideas
Group discussion
Deep subject matter education
Providing market updates
Consuming market updates
Sharing ideas
LinkedIn
Facebook
LinkedIn
Twitter
14
Institutional Investors
strongly prefer LinkedIn
for subject matter education
LinkedIn
47%
Facebook
12%
Twitter
11%
as likely to use LinkedIn
4x
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
15
Most Institutional Investors who use social media to inform their investing have
learned something that has influenced decision-making
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Conduct further research on an
industry issue or topic
48%
Share the information with
decision makers at their company
37%
Consult that social
media source more regularly
23%
Make an investment
recommendation or decision
31%
Choose to work with a
particular company or client
34%
Start a discussion with their
investment consultant
33%
16Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
31%Nearly a third of IIs who use social
media for their role have learned
something that has influenced an
investment recommendation or
decision
17
Key Findings
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Nearly all Institutional Investors use digital media sources for their roles
(97%), and 79% turn to at least one social network.
 Financial news sites, social media, and financial institution websites top digital destinations for financial topics.
 LinkedIn is the preferred social source, with 48% of all Institutional Investors using the platform for their roles.
Institutional Investors are turning to social media for insights, opinions
and content relevant to their roles in investing:
 Top information: Market updates, industry research, opinions on markets, product info, educational content.
 For deep subject matter education, Institutional Investors 4X as likely to turn to LinkedIn vs. other social
sources.
Insights that investors are gaining from social media use are influencing
critical decision-making at their organizations:
 34% who use social media have learned something that influenced a decision to work with a company or client.
 31% say something they learned via social influenced an investment recommendation or decision.
18
Kerry Ryan
Director, Head of Global Web Services
Legg Mason
19
Targeting Institutional Investors on Social Media
Deliver content that is timely, meaningful and relevant
• Quickly convey clear value and relevance of content
• Investment thought leadership from Chief Investment Officers, portfolio managers
• Press/media appearances of investment professionals and key executives
• Thematic content, such as findings from recent global investment survey that uncover investment opportunities
• Corporate announcements
Translate listening strategy into tactics
• Follow conversations to assess what topics are trending
• View traffic patterns to determine optimal times to publish social content
20
Success Story
LinkedIn Sponsored Update Campaign
Objective:
• Raise awareness of fixed income capabilities, resources, and insights,
encourage engagement, and drive traffic to website
Target Audiences:
• U.S. Industry & Seniority: 1.176M LinkedIn members
• U.S. Function & Seniority: 794.5K LinkedIn members
• U.K. Geo & Title: 238.8K LinkedIn members
Tactics:
• Establish connections via Sponsored Updates reaching targeted audience
and potential followers
• Target geo, industry, function, and title to reach the right audience at the right time
• Establish metrics and analyze insights to improve impact
• 22 Sponsored Updates: 16 and 6 UK
Results:
• Overall campaign CTR: 0.48%
• Overall campaign Engagement: 0.54%
• Added 346 total followers during the campaign period thus far (January 15 – March 15)
• In February, the “Loving the price at the pump” update was in the Top 10 of all Sponsored Updates
within the Financial Services industry
21
• Consistently serve timely, relevant content with a tone and language that is tailored to your targeted
audience; DO NOT overtly push product
• Offer strong leads/intros, snappy headlines, (questions work best!), and clear calls-to-action that are
compelling and reader-focused
• Utilize an array of enticing, relevant rich media to pull strong engagement-- bright, clean, relevant, and
large text (if any)
• Run 4 updates concurrently. More than 4 results in data dilution; less than 4 means a decreased
frequency of rotation
• Optimize for all devices by grabbing the reader in the first sentence and designing graphics that
render well on mobile
• Monitor reporting to test, analyze, and refine. Consider CTR and engagement to identify top
performers and weakest links
Best Practices
22
Panel Discussion
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
Dan Connell
Managing Director
Greenwich Associates
Emily Friedman
Research Consultant
LinkedIn
Kerry Ryan
Director, Head of Global Web Services
Legg Mason
Questions?
Thank You!
Visit marketing.linkedin.com for more
info on reaching investors on LinkedIn

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Institutional Investing in the 21st Century

  • 1. Institutional Investing in the 21st Century: How Social Media Informs and Shapes the Investing Process Webcast
  • 2. 2 Today’s Speakers Ira Amilhussin Sr. Marketing Manager LinkedIn Dan Connell Managing Director Greenwich Associates Emily Friedman Research Consultant LinkedIn Kerry Ryan Director, Head of Global Web Services Legg Mason
  • 3. To what extent are digital resources gaining traction as sources of financial information? How is social media being leveraged for insights during the institutional investing process? What has social media influenced so far, and where are key opportunities for influence moving forward? 1 3 2 3 Questions to Answer Source: LinkedIn and Greenwich Associates, 2015
  • 4. 4 Methodology Survey Online survey fielded by Greenwich Associates from November 14 – December 5, 2014. Sample 256 Global Institutional Investors, including: 100 in North America (U.S., CA), 105 in Europe (UK, France, Germany, Netherlands and Switzerland), 51 in Asia Pacific (Hong Kong, Singapore). Who Decision-makers and influencers for investment decisions at their institution. Digital Use 1+ digital source to learn about financial topics relevant to investing role. Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
  • 5. Digital and social resources are gaining traction among institutional investors
  • 6. 6 Nearly all Institutional Investors use digital resources for investing purposes, and four in five are using social media resources 97% 79% of Institutional Investors use digital resources for investing of Institutional Investors use social media for investing Base: All Institutional Investors Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
  • 7. 48% 40% 29% 23% In particular, Institutional Investors are turning to LinkedIn to stay informed in their roles 7Base: All Institutional Investors Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
  • 8. 8 Four in five Institutional Investors who use LinkedIn for their role are doing so weekly or more Base: Institutional Investors who use LinkedIn Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Use LinkedIn weekly or more 85%
  • 9. 9 More than two in five users plan to increase their use of LinkedIn for financial information over the next year Base: Institutional Investors who use LinkedIn Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Increased use over the PAST YEAR 39% Plan to increase use over the NEXT YEAR 41% % of LI users who increased / plan to increase usage
  • 10. 10 Social media is already playing an influential role in investment decisions, but there is more to come
  • 11. 11 Beyond the mainstays of news and researching companies, Institutional Investors are tapping into social for relevant insights Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT 6% 15% 18% 20% 26% 26% 26% 32% 32% 36% 37% 38% 44% 47% 48% None of the above Post or share product/services information Seek support or service from an asset management firm Seek dialogue with an asset management firm Connect with other institutional investors/peers Research asset management executives Seek educational content to inform industry specific thought leadership Join groups and observe discussions Seek recommendation of investment product/service Research asset management firms Seek educational content to inform investing Learn about investment products/services Seek opinions or commentary on markets/events Research specific industries Read timely news or market/industry updates Top purposes cited for using social media (among those who have used in past year):
  • 12. 12 Institutional investors who use social media for each of the top purposes are more than likely turning to LinkedIn vs. Facebook or Twitter 1 3 4 5 48% Read timely news/ market/industry updates 43% 33% 29% 47% Research specific industries 54% 37% 24% 44% Seek opinions or commentary on markets/events 53% 39% 36% 38% Learn about investment products/services 45% 47% 33% 37% Seek educational content to inform investing 53% 30% 27% Top 5 purposes IIs use social: 2 Bases: 1. Institutional Investors who use social media, 2. Institutional Investors who use social media for each of the top 5 purposes Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
  • 13. 13 Institutional Investors prefer LinkedIn for group discussion, education, and other investing information Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT LinkedIn vs. Facebook 34% 41% 25% 30% 30% 28% 8% 9% 11% 25% LinkedIn vs. Twitter 34% 41% 25% 30% 30% 5% 5% 27% 23% 16% Group discussion Deep subject matter education Providing market updates Consuming market updates Sharing ideas Group discussion Deep subject matter education Providing market updates Consuming market updates Sharing ideas LinkedIn Facebook LinkedIn Twitter
  • 14. 14 Institutional Investors strongly prefer LinkedIn for subject matter education LinkedIn 47% Facebook 12% Twitter 11% as likely to use LinkedIn 4x Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
  • 15. 15 Most Institutional Investors who use social media to inform their investing have learned something that has influenced decision-making Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Conduct further research on an industry issue or topic 48% Share the information with decision makers at their company 37% Consult that social media source more regularly 23% Make an investment recommendation or decision 31% Choose to work with a particular company or client 34% Start a discussion with their investment consultant 33%
  • 16. 16Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT 31%Nearly a third of IIs who use social media for their role have learned something that has influenced an investment recommendation or decision
  • 17. 17 Key Findings Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Nearly all Institutional Investors use digital media sources for their roles (97%), and 79% turn to at least one social network.  Financial news sites, social media, and financial institution websites top digital destinations for financial topics.  LinkedIn is the preferred social source, with 48% of all Institutional Investors using the platform for their roles. Institutional Investors are turning to social media for insights, opinions and content relevant to their roles in investing:  Top information: Market updates, industry research, opinions on markets, product info, educational content.  For deep subject matter education, Institutional Investors 4X as likely to turn to LinkedIn vs. other social sources. Insights that investors are gaining from social media use are influencing critical decision-making at their organizations:  34% who use social media have learned something that influenced a decision to work with a company or client.  31% say something they learned via social influenced an investment recommendation or decision.
  • 18. 18 Kerry Ryan Director, Head of Global Web Services Legg Mason
  • 19. 19 Targeting Institutional Investors on Social Media Deliver content that is timely, meaningful and relevant • Quickly convey clear value and relevance of content • Investment thought leadership from Chief Investment Officers, portfolio managers • Press/media appearances of investment professionals and key executives • Thematic content, such as findings from recent global investment survey that uncover investment opportunities • Corporate announcements Translate listening strategy into tactics • Follow conversations to assess what topics are trending • View traffic patterns to determine optimal times to publish social content
  • 20. 20 Success Story LinkedIn Sponsored Update Campaign Objective: • Raise awareness of fixed income capabilities, resources, and insights, encourage engagement, and drive traffic to website Target Audiences: • U.S. Industry & Seniority: 1.176M LinkedIn members • U.S. Function & Seniority: 794.5K LinkedIn members • U.K. Geo & Title: 238.8K LinkedIn members Tactics: • Establish connections via Sponsored Updates reaching targeted audience and potential followers • Target geo, industry, function, and title to reach the right audience at the right time • Establish metrics and analyze insights to improve impact • 22 Sponsored Updates: 16 and 6 UK Results: • Overall campaign CTR: 0.48% • Overall campaign Engagement: 0.54% • Added 346 total followers during the campaign period thus far (January 15 – March 15) • In February, the “Loving the price at the pump” update was in the Top 10 of all Sponsored Updates within the Financial Services industry
  • 21. 21 • Consistently serve timely, relevant content with a tone and language that is tailored to your targeted audience; DO NOT overtly push product • Offer strong leads/intros, snappy headlines, (questions work best!), and clear calls-to-action that are compelling and reader-focused • Utilize an array of enticing, relevant rich media to pull strong engagement-- bright, clean, relevant, and large text (if any) • Run 4 updates concurrently. More than 4 results in data dilution; less than 4 means a decreased frequency of rotation • Optimize for all devices by grabbing the reader in the first sentence and designing graphics that render well on mobile • Monitor reporting to test, analyze, and refine. Consider CTR and engagement to identify top performers and weakest links Best Practices
  • 22. 22 Panel Discussion Ira Amilhussin Sr. Marketing Manager LinkedIn Dan Connell Managing Director Greenwich Associates Emily Friedman Research Consultant LinkedIn Kerry Ryan Director, Head of Global Web Services Legg Mason
  • 24. Thank You! Visit marketing.linkedin.com for more info on reaching investors on LinkedIn