6. #inFC14#inFC14
Perspectives from APAC
MIKE SMITH, CEO of ANZ
#inFC14 6
… part of this transformation is being more
transparent, more engaged and more responsive
in our communication.
As a step in addressing this need, we have launched
our own digital publication for news, insight and
opinion called BlueNotes. It covers the economy,
financial services, investment and society from both
within ANZ and from experts outside the bank
BECOMING A SOCIALLY ENABLED
ORGANIZATION
Peter Sands, CEO of Standard Charter Bank
9. #inFC14#inFC14
Join the Dots Research,,AU November 2013
Base: HNW social media users
High Net Worth Individuals are engaged on social media
9
75%U S E S O C I A L M E D I A
$1.1m -< $1.5m
67%
76%
$1.5m -< $3m
66%
$3m+
10. #inFC14#inFC14
49%
44% 41%
23%
13%
LinkedIn is the most used social media site among High
Net Worth Individuals
10
Join the Dots Research, AU November 2013
Base: HNW social media users
11. #inFC14#inFC14
When it comes to financial information, HNWI use social media to
consume, explore & inform
Aspects of social media used for financial purposes
11
Join the Dots Research, AU November 2013
Base: HNW social media users
Inform
Explore Content
Consume Financial Content
Subscribe to financial
related feeds/blogs
Receive updates from
companies and/ or experts
Participate in groups/
community discussions
Follow a recognized
industry expert
Use as a source for
financial news/content
Participate in online
polls/surveys
Search for key financial
topics /information
Read financial reviews/
recommendations
56%
48%
37%
52%
36%
21%
44%
34%
12. #inFC14#inFC14
Recommend a financial product, policy,
or service
Seek advice/gather information to help make a financial decision
Gather preliminary information about financial products, policies or institutions
Keep up-to-date with current financial trends
Re-evaluate a financial decision that has already
been made
54%
47%
40%
29%
25%
Social media has a purpose throughout each stage of
the financial purchase journey
60% of HNWIs in Australia who use social networks will use them
for at least one financial purpose
12
Join the Dots Research, AU November 2013
Base: HNW social media users
13. #inFC14
The role of social media
in driving SMB growth
Market Report: Australia
13
15. #inFC14#inFC14
SMBs in Australia are currently experiencing widespread growth…
15
Have experienced an
increase in total revenue
over the past year
Have experienced an
increase in customer/client
numbers over the past year
Have experienced an
increase in overall
profitability over the
past year
70%
69%58%
Base: 240 small and medium businesses
16. #inFC14#inFC14
81%
Of SMBs currently
use social media
6%Plan to use social
media in the future
Social media is used by the vast majority of SMBs in Australia…
16
Base: 917 SMBs
17. #inFC14#inFC14
The #1 challenge facing SMBs in today’s market is attracting new
customers
17
65%say social media is a
vital resource for
getting new customers
#inFC14
18. #inFC14#inFC14
88%
Advertise to help
increase awareness of
my company, products
and services
83%
Maintain a company
presence and identity
79%
Deliver content and
new information about
my company
SMB’s see social media offering an effective channel for Marketing
and Driving Business.
% reporting that social media is effective for…
18
BRANDING
ADVERTISING CONTENT
DELIVERY
77%
Generating new
business leads
LEAD
GENERATION
Base: 214 social media users who access for specific business purposes
19. #inFC14#inFC14
75%
Find vendors/
companies that can
help my company
73% 65%
Learn from experts
in my industry
…. Along with impacting operational efficiencies and sourcing
% reporting that social media is effective for…
19
Find and source
new employees
71%
Customer service/
support
FIND
VENDORS
INDUSTRY
INSIGHTS
RECRUIT
CUSTOMER
SERVICE
Base: 214 social media users who access for specific business purposes
20. #inFC14#inFC14
Over half of SMBs experiencing hyper-growth directly attribute
revenue to social media spend.
% reporting that social media spend contributed to revenue growth
21
Hyper Growth
58%
Growth
39%
Base: 167 small/medium/large businesses experiencing revenue growth
22. #inFC14#inFC14
Over 3 in 4 use social media
for financial purposes…
Top 5 uses of social media
for financial purposes
Keep up-to-date on
financial trends
01 43%
02 Gather preliminary
financial information
40%
03 Seek advice on a
financial decision
32%
04 Recommend a financial
product to others
26%
05 Evaluate or re-think a
previous financial decision
21%
Base: 223 social media users
have used social media for
finance-related reasons78%
23
23. #inFC14#inFC14
…with more than half of respondents suggesting they are
open to receiving financial information from LinkedIn
Openness to receiving financial content and information on social media sites
24
of hyper-growth businesses are receptive
to receiving financial content on LinkedIn
68%
55% 41% 35% 21% 18%46%
Base: 240 small/medium/large businesses
24. #inFC14#inFC14
Of the 2/3 of SMBs who actioned a response, 1/3 being driven to
purchase.
Path to Purchase
26
DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Seek advice/info to make a
purchase
DRIVEN TO PURCHASE
ON LINKEDIN
(Insurance policy and/or
investment product)
36%
Base: 143 LinkedIn users
26. #inFC14#inFC14
HSBC Global Connections enables the bank to move
further upstream to support business decision-
making, helping companies expand internationally
28
31. #inFC14#inFC14
The challenge…
33
How can we
engage with such
a busy target
audience?
How do we make
sure they come
back and read
more?
How can we share
this content with
them?
How do we grab
their attention?
34. #inFC14#inFC14
ACTIVITY OVERVIEW
Flight Time: Sep 2013 – Dec 2013
(avg. 3 SUPs per week)
Total Campaigns for the period: 43
Update Flight Time: 3 days
TESTING VARIABLES
Pricing ● Seniority ● Market Split
● Content
KPIs
Impressions ● Clicks ● Engagement
Rate ● Price ● Followers
LinkedIn Sponsored Updates…
36
35. #inFC14#inFC14
Overview of results…
37
Top 5 Industries by engagement rate
Import/
export
GC content reached over
50 countries
32,000+ Interactions with GC content
100% of followers gained are manager and above
vs. 40% of organic
3X increase in the rate of follower growth
Clicks Social Engagements Follows
Int. Trade Banking Machinery Mining
