Europeans with significant investable assets expect to engage with finance brands through social media – both to improve their customer experience and to guide future decisions on products and investments. The Mass Affluent, those with investable assets of between €75,000 and €750,000, are amongst the most active and engaged social media users – and see social platforms as an essential element in their relationships with financial institutions. In a groundbreaking study by LinkedIn and Cogent covering France, The Netherlands and the UK, more than 84% of the mass affluent audience in each country were active on social platforms; at least 40% engaged with financial companies, and at least 30% read content shared by those companies. In each country, mass affluent audiences opted for LinkedIn as their most trusted social media source for financial information, and the platform they are most likely to turn to for the content that matters to them. Information on new products and services, market commentary, service updates and general company information figured prominently amongst the most sought-after content from banks, credit card companies, insurance brands and brokers. When asked what they hoped to gain from engaging with such companies through social media, Mass Affluents pointed to improved customer service, greater transparency and timely, relevant content. Across all three countries, and all types of financial sectors, the information discovered and considered through social media is a key driver of immediate action amongst the mass affluent audience. Of those using social media for both discovery and consideration, 63% were driven to take action such as purchasing a product or opening an account. And the comments that Mass Affluents share have a vital role to play in amplifying awareness and engagement amongst their peers. Almost a quarter of those in the UK and over a third of those in France and The Netherlands read others comments on the content shared by financial companies.

1. Source: Unless otherwise indicated, all data is from commissioned Cogent Research study, Netherlands data Q1 2013
INFLUENCING THE
MASS AFFLUENT
In Europe Mass Affluents are increasingly
engaged with financial institutions on social
media - representing a significant opportunity
for finance marketers to build relationships.
1. Improved
customer service
3. Timely
updates
2. Relevant
content
£
Used any social media past 12 months
84% 85% 98%
Engage with content from
financial companies
Engage with financial
companies on social media
UK
26%
FRANCE
51%
NETHERLANDS
28%
Follow or like financial companies
UK
31%
FRANCE
55%
NETHERLANDS
47%
Read content shared by financial companies.
UK FRANCE NETHERLANDS
Expect social media presence: Expect social media presence: Expect social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
UK
UK
BANKS
FRANCE NETHERLANDS
15% 32% 11%
Like content shared by financial companies.
Read comments on content shared by financial companies.
UK FRANCE NETHERLANDS
24% 35% 35%
UK
26%
FRANCE
53%
NETHERLANDS
33%
Review multimedia content shared by financial companies.
UK
40%
FRANCE
65%
NETHERLANDS
55%
UK FRANCE NETHERLANDS
32% 57% 43%£ €
FRANCE NETHERLANDS
20% 35% 18%
31%
19%
3. Relevant
content
15%17%
1. Improved
customer service
3. Timely
updates
2. Greater
transparency of
information
32%
18% 16%
1. Improved
customer service
2. Greater
transparency of
information
34%
23%
1. New product or
services information
3. General
company
information
2. Updates on plan
or account
changes
Top 3 types of information wanted
from banks on social media:
Top 3 types of information wanted
from banks on social media:
Top 3 types of information wanted
from banks on social media:
53%
46% 32%
1. New product or
services information
3. Market and
economic
commentary
53%
35%
2. General
company
information
37%
1.Market and economic
commentary
3. General
company
information
60%
2. New product
or services
information
52% 48%
1. Improved
customer service
3. Greater
transparency of
information
2. Relevant
content
Expect social media presence: Expect social media presence: Expect social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
Top 3 most valuable outcomes
of financial companies’
social media presence:
UK
CREDIT CARD COMPANIES
FRANCE NETHERLANDS
24%24% 30% 34%
24%
21%
2. Relevant
content
19%21%
2. Timely
updates
15%
1. Improved
customer service
40%
1. Improved
customer service
49%
3. Greater
transparency of
information
16%
3. Greater
transparency of
information
14%
1. New product or
services information
3. General
company
information
2. Updates on plan
or account
changes
Top 3 types of information wanted
from credit card companies
on social media:
Top 3 types of information wanted
from credit card companies
on social media:
Top 3 types of information wanted
from credit card companies
on social media:
41%
38% 27%
1. New product or
services information
3. Updates on
account
changes
40%
30%
2. Updates on
account or policy
changes
32%
1. New product or
services information
45%
2. General
company
information
30%
3. General
company
information
29%
EUROPE