High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors. This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.

1. Financial Services Webinar Series
High Net Worth Investors Pt. 2
Leveraging Social Media to Reach Affluent Investors
1-877-668-4490
Dial-in:
Access Code: 664 689 728
Twitter: @AdsOnLinkedIn
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2. Today’s speakers
Marie Rice
Practice Director, Custom Research
Cogent Research
Eileen Loustau
Director, US iShares Digital Content and Social Media Marketing
BlackRock, Inc.
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3. Agenda
§ The research approach
§ Recap from “High Net Worth Investors, Part 1”
§ Opportunities for financial services companies
§ Case study
§ Q & A
§ Next event – June 26
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4. Methodology
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5. Methodology
Partnered with Cogent Research
Strategic consultancy specializing in the investor population
Online survey among 608 respondents
in the U.S. and Canada
At least $100K investable assets*
* Excludes primary residence and vacation property
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6. Recap from Part 1
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7. Today’s High Net Worth Investors
– In distinct segments, yet similarities
– Engaged in finances
– Are on a financial continuum
– Use social media as a financial resource
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8. Financial services industry
– Vary strategies by social media platform
– Establish a presence and actively engage
– Educate, not sell, to build relationships
– Build your brand for the next generation
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9. Opportunities for Financial
Services Companies
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10. Investors are in specific mindsets on different social
platforms
Keep up with current friends/family 90% 5% 3%
Personal Uses Post personal updates about my life 62% 2% 2%
Reconnect with classmates/alumni 70% 13% 2%
Connect with business colleagues 17% 76% 1%
Discuss business topics 8% 42% 4%
Networking for a job 5% 66% 2%
Post work related questions 7% 39% 10%
Professional Uses
Post business updates 17% 63% 12%
Read colleagues status updates 11% 71% 4%
Receive updates on my industry 10% 50% 8%
Research/develop business ventures 1% 34% 3%
Collaborating with a group 25% 28% 6%
Group Discussions
Connecting with groups 32% 40% 22%
Company / Follow a company/brand 24% 16% 15%
Relationships Friend/fan companies 53% 10% 14%
Obtain a review/recommendation 23% 8% 16%
Additional Resource
Stay update-to-date with news/events 18% 9% 32%
Base: Social Platform Users
2
4
6
8
10
Weak preference Strong preference On which of the following social media sites/services would you prefer to...
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11. iShares Social Media Program
Blog 162,000 Facebook 6,900 Twitter 45,100
YouTube 39,000 LinkedIn 2,000
Data as of May 31, 2012
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12. Investors significantly prefer LinkedIn for professional
support and collaboration
% prefer to use to:
LinkedIn
Compe3tor
Average
80%
60%
56%
40%
34%
20%
0%
Receive industry Get valuable Post business Read colleagues' Connect with
updates financial content updates status updates colleagues
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13. LinkedIn provides a trusted and contextually relevant
platform for advertisers
Online
sources
financial
ins3tu3ons
should
use
to
adver3se
(select
one):
50%
Preference
is
2X
higher
than
Facebook,
Google+
and
TwiRer
combined
25%
0%
Financial
LinkedIn
Online
Your
online
Online
Financial
Lifestyle
websites
newspapers
brokerage
portals
blogs
interest
provider's
websites
website
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14. Case Studies
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15. iShares’ social engages sophisticated investors
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16. Lesson #1: Blog — Not all data content is equal
Lowest views are for Economic ETF Flows Data super low Infographics — Worked!!
Data
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17. Lesson #2: Twitter — Be a person, not a company
DEC 2010 MAY 2012
0 followers 45,000 followers
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18. Lesson #3: Syndication — Relationships matter
Morningstar is crowded Create an attribution link Don’t rely on technology alone
in every post
Find the next Seeking Alpha Influencers are key
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19. Q&A
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20. Next event:
Financial Advisors Pt. 1
June 26
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21. Thank you for attending part two of our
Financial Services Webinar Series
Learn how marketers have successfully met their objectives:
http://marketing.linkedin.com/success-stories
Learn how you can reach this audience:
MktgSolutions@linkedin.com
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