Trends in finance and social for 2014
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View the presentation that was given at Finance Connect Mumbai on Tuesday June 10th by Jennifer Grazel, LinkedIn's Global Head of Category Development - Financial Services. Understand the Trends in the financial sector around social. Learn about the results from Mass Affluent study for India and global case studies on finance.
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Trends in finance and social for 2014
- 1. Jennifer Grazel Trends in Finance & Social for 2014
- 3. #inFC14 Authenticity ● Relevancy ● Dialogue TRUST 3
- 5. RELEVANT CONTENT BUILDS THE BRIDGETO MEANINGFUL RELATIONSHIPS
- 6. The role of social media in driving SME growth
- 7. #inFC14 This report explores the way in which SMEs in India make use of social media. 7 SMEs surveyed across India168 INFLUENCE Primary decision maker or strong level of influence in financial decisions SMALL/MEDIUM 1 to 1000 employees INR 5 to 500 crore revenue
- 8. #inFC14 SMEs in India are currently experiencing widespread growth… 8 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 79% 73%67% Base: 168 small and medium businesses
- 9. #inFC14 67% Of SMEs have been using social media 1+ years 33% Recently started or plan to use in the future India SMEs are experienced social media users 9 Base: 168 SMEs
- 10. #inFC14 10 The #1 challenge facing SMEs in today’s market is attracting new customers 10 72%say attracting new customers is a challenge their company will face in the next 12 months #inFC14
- 11. #inFC14 4 in 10 business experiencing growth directly attribute revenue to social media spend. % reporting each contributed to revenue growth 11 SOCIAL MEDIA 39% Base: 133 small and medium enterprises experiencing revenue growth EMAIL MARKETING 46% EVENTS 38%
- 12. Social media is highly influential when choosing a financial services provider
- 13. #inFC14 The vast majority use social media for financial purposes… 13 Top 5 uses of social media for financial purposes Keep up-to-date on financial trends 01 60% 02 Gather preliminary financial information 39% 03 Seek advice on a financial decision 34% 04 Evaluate or re-think a previous financial decision 23% 05 Recommend a financial product to others 21% Base: 168 small and medium businesses have used social media for finance-related reasons80%
- 14. #inFC14 …with more than six in 10 respondents suggesting they are open to receiving financial information from LinkedIn Openness to receiving financial content and information on social media sites 14 Base: 168 small and medium businesses 29% 12%33%33%62% of growth businesses are receptive to receiving financial content on LinkedIn 67%
- 15. #inFC14 This allows LinkedIn to drive action through the content provided to businesses... 15 Base: 168 small and medium businesses Learned of a new financial company Shared information about financial trends, products or companies Asked a financial representative for additional information Discussed a financial product with a friend or colleague Learned of a new financial product/policy Conducted additional research on a financial product 24% 31% 25% 22% 27% 29%
- 16. #inFC14 Of the 2/3 of SMEs who actioned a response, 1/3 were driven to purchase. Path to Purchase Base: 143 LinkedIn users 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) 34%
- 17. The Mass Affluent & Social Media
- 18. #inFC14 Nearly two in five Mass Affluent use social for financial education or research 18GLOBAL of all Mass Affluent use social for discovery or consideration of financial companies, products or services 36% DISCOVERY BOTH CONSIDERATION 10%7% 20%
- 19. #inFC14 Engagement with financial companies is considerably higher among Mass Affluent in earlier life stages 19 BASE SIZE: Social media users / * Caution Small Base Size India % Engaged with Financial Companies (by Life Stage) Soon to retire/ Retired*74%Accumulating Wealth94% of Mass Affluent social media users are engaging with financial institutions 90%
- 20. #inFC14 Approximately 80% of Mass Affluent social users read content, review multimedia, and follow financial companies 83% 81% 77% FOLLOW OR LIKE financial companies on social media REVIEW MULTIMEDIA CONTENT from financial companies on social media READ CONTENT from financial companies on social media BASE SIZE: Social media users / India
- 21. #inFC14 Info learned on social about a financial company, product, or account most likely comes from social connections or ads What was the specific source of the financial information you learned via social media? 21 India FINANCIAL COMPANY OR INSTITUTION FINANCIAL PRODUCT, POLICY OR ACCOUNT 40% 60% 62% 66% 34% 57% 75% 68%A member of my social network An advertisement Company sponsored content/updates An industry expert/executive
- 22. #inFC14 At least one in five considers increased transparency a valuable result from a company’s social presence What was the specific source of the financial information you learned via social media? 22 BASE SIZE: Social media users / India ACTIVITIES BANK LIFE INSURANCE CO. CREDIT CARD CO. Improved customer service 17% 26% 35% Greater transparency of information 20% 23% 20% Timely updates 18% 15% 9% More personalized experience 15% 12% 12% VALUE - +
- 23. #inFC14 With a social presence come expectations for information and account communications from financial companies Information wanted via financial companies on social media: 23 BASE SIZE: Social media users / India ACTIVITIES BANK LIFE INSURANCE CO. CREDIT CARD CO. New product or services information 73% 67% 71% Updates on account or policy changes 67% 68% 62% General company information 58% 55% 46% Posts from an industry expert/executive 50% 52% 45% Market and economic commentary 52% 45% 48% VALUE - +
- 24. #inFC14 But, many Mass Affluent aren’t getting the information they want from financial companies on social media Information wanted vs. received via financial companies on social media: 24 BASE SIZE: Social media users / India ACTIVITIES GAP BANK LIFE INSURANCE CO. CREDIT CARD CO. New product or services information Updates on account or policy changes General company information Posts from an industry expert/executive Market and economic commentary -30 -27 -23 -20 -15 -21 -27 0 -21 -17 -18 -18 -9 -9 -11 -30 -27 -23 -20 -15 -21 -27 0 -21 -17 -18 -18 -9 -9 -11
- 27. #inFC14 American Express integrated approach in LI ecosystem fuels customer journey 27 BUILDING BRAND ADVOCACY POWERING USER EXPERIENCE DRIVING NEW MEMBERS AND CARD ACQUISITIONS
- 28. ©2013 LinkedIn Corporation. All Rights Reserved. CITI
- 29. 29 200+ years of heritage… Individuals Businesses Institutions & Governments ENABLING & CATALYST OF PROGRESS
- 30. 30 Progress Content Schema Mapped to Global Events Environment Financial Literacy Community Urbanization Emerging Markets WOMEN 1. THOUGHT LEADERSHIP FROM CITI EXPERTS 2. CITI CONTENT 3. 3RD PARTY CONTENT CORE CONTENT SOURCES
- 31. ORGANIC UPDATE TO FOLLOWERS SPONSORED UPDATE INFLUENCER POST Interweaving Progress on LI
- 32. 32 Citi’s Ecosystem on LinkedIn From networking, to news, communities, thought leaders & brands Over 1.5M Touch Points Homepage Company Page 568K Sponsored Updates Group 310K Pulse 568K Influencer 42K
- 33. TOTAL Citi | Outcomes: Return on Reach 33 PAID 233% RETURN IMPRESSIONS
- 34. HSBC
- 35. #inFC14 35 Key Tenets to building a relationship with Content Marketing Don’t Just Sell, Add Value Ask Them What They Want to Hear Be Human Tap Into the Power of Story Empower Employees to Contribute Content Compel Your Customers to Spread the Word
- 36. Thank You
Editor's Notes
- Good evening, thrilled to be here this afternoon with you. As xx mentioned I lead the Financial Services category for LI globally and joined 3 ½ years ago. Having sat in your shoes for most of my career, came to LI to help evangelize and drive social transformation in FI
- In helping clients drive change and support within their organization, we launched FinanceConnect , 3 years ago – a forum for leading financial markets to come together to discuss trends, best practices and challenges in evolving their social ecosystems Would like to share a clip from FC14 which was held during a blizzard this February in NY
- Rise of the Customer was theme that anchored the days conversation with Trust filtering into every conversation. Without underlying trust, words ring hollow. But with a trusted brand, marketing can be truly inspiring. Paul Butcher, Head of Digital Communications at Citi, eloquenthly captured this : Trust comes not just from a single interaction but from the entire relationship with the customer. “Brand trust is what you build between a past and future interaction,” he said. “It’s a matter of time and a matter of integrity. 3 key takeaways from the conference are Authenticity, relevancy and dialogue are essential components in building a sustainable relationship with customers. No better medium than Social to do this 2. Importance of Listening – importance of taking time and understanding unique needs of audience (Context is Queen) – we will get into this a bit later 3. Harnessing Data – internal & external - informs us and helps us make better decisions
- Brands that are succeeding are evolving their systems and tapping into social to harness big data to a provide a more contextualized experience (Amex discussed with us amex open relaunch with LI powering login and profile identity of Open forum members (augmenting knowledge of their member set) They discussed understanding moments of Truth – harness 16 mths of social data (honed in on 47k from 40 millions convesations ) to understand adjacencies to the purchase path. Moving from Information to Insight is critical in driving higher relevance We recently rolled out TrendIn and Content marketing score to help you identify sweetspots
- And relevant content can be a bridge to meaningful relationships In helping our clients better understand how key target segments are tapping into social and how that informs their financial decision, we conducted two global studies – one aroung SMEs and the second around Mass affluent.
- SME are critical to driving nation’s gdp and our a key source of employment throughout the world – in US – we saw that $5.5Trillion revenue were impacted by social media – let’s see how
- As part of a larger global study, we surveyed 168 SMEs on LI – Small and medium enterprises fall between INR 5 to 500 crore Recruit was filtered by Individuals who own or who are currently employed in a senior role in a businesses with a total annual revenue of INR 5 to 500 crore The business had to currently make use of social media or plan to use it in the future Had to be the primary decision maker or have a strong level of influence over financial decisions in their business Had to make financial decisions that influenced the entire business or their division/business unit Survey targeting: Company Size 1-1000 or SMB Inferred 50+ connections CXOs, Small Business Owners and Partners seniority (INTERNAL ONLY: In soft launch 70%+ of lower seniority respondents had no financial decision making influence – for Members First reasons, we could not continue to sample and terminate them)
- Similar to the US, small and medium enterprises are experiencing growth in India. In fact 79% experience increase in total revenue, 67% increase in profitability. QUESTION TEXT: For each of the following statements, please indicate whether your business has increased, decreased or stayed the same this year compared to last year?
- Not surprising, 2 in 3 SMEs are experienced in social media – with remaining looking to leverage this medium Businesses not currently using or not planning to use social media were excluded from the survey. Just getting started 6% Less than 12 months 16% 1-3 years 32% More than 3 years 35% Do not currently, but plan to use social media in the future 11% Do not currently, and not planning to use social media in the future 0%
- Not surprising, finding new customers was the number 1 business challenge globally. QUESTION TEXT: We would like to better understand the range of challenges you face as a financial decision maker or influencer. Which of the following challenges will your company face in the next 12 months? Attracting new customers 72% Finding and hiring good employees 71% Reducing costs 57% Increasing profit margins 54% Training, motivating, and retaining employees 54% Retaining current customers 46% Keeping up with technology 46% Understanding how social media can impact my business 45% Efficiently managing business operations and back office work 44% Marketing and advertising effectively 44% Managing cash flow 42% Finding and implementing time-saving solutions or processes 41% Learning how my company is doing relative to competitors 40% Finding answers to my questions about how I can improve my company’s business 35% Getting credit/financing/access to funding for my company 33% Understanding how to work within government regulations 21% None of these 1%
- Over 1/3 of businesses are correlating revenues growth to social media investment. QUESTION TEXT: Which of the following forms of advertising would you say has contributed to the growth that your business has experienced over the past year? Email marketing 46% Social media and social ads (e.g. Promoted tweets, Sponsored updates, Display/text ads on social media) 39% Events 38% Direct post 25% Offline ads (e.g. TV, Print, Radio, Outdoors) 24% Online ads not on social media (e.g. Display, Video, Ad words, Search, etc.) 22% Redirecting websites (e.g. Yellow pages) 17% Other (please specify) 12% None of these 12%
- It is not surprising that SMBs are most receptive to learning about financial products on LinkedIn Why is this: In today’s economic environment, transparency and authenticity in business are held at a premium. Financial institutions must turn to channels that SMBs consider relevant and trustworthy.
- 80% of SMEs are leveraging social for financial purposes. What do we mean by this 60% are staying update on financial trends 39% are turning to social in discovery phase – searching for key information 34% are seeking advice (consideration) ¼ are evaluating or rethinking a decisons Hopefully, the next takeaway – is that social essential part of consumer decision journey. QUESTION TEXT: For which of the following purposes have you turned to social media? No significant differences between medium/large businesses Medium businesses: 82% use social media for financial purposes Large businesses: 76% use social media for financial purposes
- Of course, we wanted to know were there any differences in receptivity – six in ten actually expressed openess to receiving financial content from brands – this is 2x greater than other social platforms QUESTION TEXT: How open are you to receiving financial content and information from companies you do business with on the following media sites/services? LinkedIn was also the most popular network amongst those experiencing revenue growth (full stats below, Base: n=108 SMEs experiencing revenue growth) LinkedIn - NET open 67% Facebook - NET open 35% Google - NET open 35% Twitter - NET open 32% Pinterest - NET open 13%
- In peeling the onion back further, we wanted to understand the actions undertaken around content on LI ¼ shared information around key trends, product or companies ¼ asked a financial rep for additional information ¼ followed up offline discussing key insight with family members or colleagues QUESTION TEXT: On which social media sites have any of the following actions ever occurred as a result of your hearing or reading something on social media? FULL BREAKDOWN OF ACTIONS ON LINKEDIN Learned about a financial company/institution I/my company was not previously aware of 31% Conducted additional research on a financial product/policy or account type 29% Learned of a financial product/policy or account type I/my company was not previously aware of 27% Asked a financial professional for additional information about a financial product/policy or account type 25% Shared information about financial trends, products/policies/solutions, or financial institutions/ companies 24% Discussed a financial product/policy or account type with a family member, friend, or colleague 22% Contacted a financial representative 16% Purchased an investment product 15% Purchased an insurance policy 13% Opened a new financial account 7% Closed a financial account my company previously owned 5% Other (please specify) 1% None of the above 35%
- Of 2/3 of Smes who actioned a response, 1/3 were driven to purchsae QUESTION TEXT: On which social media sites have any of the following actions ever occurred as a result of your hearing or reading something on social media? Q33 (q27) vs. Use of social media for financial purposes (2) Discovery (75% use social media for financial ‘Discovery’ purposes) Use social media to gather preliminary information or/and Stay up-to-date on financial trends/ products/ companies Consideration (56% use social media for financial ‘Consideration’ purposes) Use social to seek advice or gather info to make a financial decision or/and evaluate or re-think a financial decision
- Mass Affluent defined as INR 25 lakh to less than INR 2 crore (~$50k - $375k USD) in investable assets– over 100 respondents.
- Nearly 2 in 5 use social media for financial education – on par with other regions – this will only increase with entry of emerging mass affluent Q 40. For which of the following purposes have you turned to social media? Select ALL that apply Q 43. Which of the following actions, if any, have ever occurred as a result of your hearing or reading something on social media? Select ALL that apply Discovery: Turn to social to keep up-to-date on financial trends or gather preliminary information about products/policies/solutions, or institutions/companies Have learned of a financial company/institution or product/policy solution via social media Consideration: Turn to social to seek advice or gather information to help make a specific financial decision, or rethink a financial decision I have already made Have conducted additional research or asked a financial professional, family member, friend or colleague about a financial product/policy/account type after learning about it on social media Purchase: Opened a new financial account or purchased an investment product or insurance policy Closed a financial account I previously owned Advocate: Use social to recommend a financial product/policy/service to others Share information about financial trends, products/policies/solutions, or financial institutions/companies learned via social media
- Close to 90% are engaging with Financial Institution via social (comparable to brazil). Accumulating wealth (younger) higher incidence Q 93. Which of the following best describes your current life stage? Q48-53: Below are a number of ways you may interact with financial companies or institutions via social media. Please tell us on which, if any, social media platforms you do each of the following: Follow or like companies Engage in conversation/share your opinion with companies Participate in group discussions hosted by companies Receive service/support from companies Read posts/content from companies Review multimedia content from companies (e.g., watch video or website, listen to podcast)
- In particular, over 80% are following and reading content, with slightly less engaging with multimedia content. Enormous opportunity for you to engage with this audience. Q48-53: Below are a number of ways you may interact with financial companies or institutions via social media. Please tell us on which, if any, social media platforms you do each of the following: Follow or like companies Engage in conversation/share your opinion with companies Participate in group discussions hosted by companies Receive service/support from companies Read posts/content from companies Review multimedia content from companies (e.g., watch video or website, listen to podcast)
- Both advertising and insights from social graph are key information sources in discovery Q44. Thinking about the financial product/policy or account type you learned about via social media, what was the specific source(s) from which you learned this information? Q45. Thinking about the financial company/institution you learned about via social media, what was the specific source(s) from which you learned this information?
- With engagement with branded content, also come a desire for greater transparency and better customer service Q 60. If a [INSERT FINANCIAL_SECTOR] were to have a presence on social media, what would you consider the most valuable result of this presence? Please rank up to 3, where 1 is most important, 2 is second most important, and 3 is third most important.
- Similarly, new product information and policy updates are key source of information they are looking forward Q 58. If a [INSERT FINANCIAL_SECTOR] were to have a presence on a social media platform (sponsor a group, establish a company page, etc.), what types of information would you want to receive from it? Select all that apply
- Tremendous opportunity – considerable gap between information they desire and currently from FI Q 59. Which, if any, of the following do you recall receiving from a [INSERT FINANCIAL_SECTOR] via social media? Select all that apply Q 58. If a [INSERT FINANCIAL_SECTOR] were to have a presence on a social media platform (sponsor a group, establish a company page, etc.), what types of information would you want to receive from it? Select all that apply
- Key message: Compelling content is what pulls people through their purchase journey.
- Key Message: Amex’s OPEN Forum is the very essence of content and community management. OPEN Forum is a site dedicated to small business owners hosted by American Express and is the very essence of content and community marketing. The success of the site is not in doubt with millions of visitors, hundreds of contributors and over 20,000 followers. The mission of the site is to “connect small business owners to information, education, and each other.” OPEN Forum is essentially a community that gives business owners: Information and educational content. The content is very practical for example lots of ‘how to..’ articles, Insights from industry experts and business owners. There are over 200 contributors, Tools to connect and collaborate. User generated content. The community is built around this and works because it meets their collective need This is a great start but this space is still wide open. And it’s powered by LinkedIn.
- Amex success on LinkedIn is largely driven by their integrated approach and investment in our ecosystem They are building brand advocacy thru compelling content Enhancing their site experience thru LI data Drive new member and card holders thru social ad and new card accts via inmail – in fact social ads are 5x more effective than normal display and inmails are extremely effective –backend conversion They also started to see how LinkedIn was helping them grow.As this recent article shows, LinkedIn “shares” top 13,000, outperforming Twitter, Facebook and Google+. In fact, looked at the last 30 days of most shared articles, LinkedIn outperformed all other social networks COMBINED. Acknowledging how well LinkedIn performed for Member Growth, Open Forum incorporated a LogIn with LinkedIn button/API to their homepage. In fact, LinkedIn is their top performing site driving membership – with registration 10X higher than other sites, and the people visiting open forum, not current customers, started to convert at 5X the rate than we had seen on the broader web.
- Citi also has also adopted an integrated ecosystem approach across LI. They have focused on restoring consumer confidence and re-building trust after financial crisis
- Their brand aspiration centered around “enabling and being a catalyst of progress”. They have been celebrating long heritage of progress they supported across the world from having the vision for financing Panama Canal to funding the transatlantic cable. They are committed to supporting innovation across individuals, business and institution and governments. In fact, here in Mumbai they provided an epayment gateway for the government to distribute tax payments.
- Progress is the overarching theme communicated across all content. 6 key content pillars that roll up into Progress. Content schema centered around the Environment, Financial Literacy, Community, Urbanization, Emerging Markets, Women. All content has to pass test of would I care, would I share. Content is tailored to specific social platforms and sourced thru key experts, 3rd party pubs and xx.
- Citi is interweaving Progress throughout our platform – starting with Company page they are tailoring and sharing organic posts with their followers, and amplifying engaging posts further thru sponsored updates In addition they are humanizing their brand thru influencer program
- In fact they built a robust ecosystem with over 1.5M touch points Integrating progress
- They are measuring success thru quarterly tracking of key brand attributes and NPS score, media performance and earned media. In fact with their current scale, the received for each paid impression – an earned impression.
- Key Message: You can no longer throw ads in your customers’ faces and hope they’ll bite. Siloed marketing campaigns asking for the sale are sure to fall flat. Today’s audiences want to be informed and respected as a participant in a dialogue. You have to show them respect by backing off on the sales pitches, and choosing instead to educate them and entertain them. Achieving success through a content marketing effort can vary, but here are a few suggestions for best practices to help advertisers kick-start their programs: Don’t Just Sell, Add Value Offer useful content that will earn you credibility with your desired audience. Give them information that will make them smarter, more productive, more successful or the first in the know. Helping them shine will work in your favor in the long run. Ask Them What They Want to Hear There are a myriad of ways to gain greater understanding of your audience, but there’s no better barometer than the conversations you hear on the platforms where you have a constant stream of information. This isn’t to say you should put all your eggs in the content marketing basket, but it’s not something you can afford to ignore. It’s an opportunity to engage through authentic conversations at scale, and capture metrics that can be used to develop content that will work. Be Human Find ways to incentivize without blatant self-promotion and don’t shy away from humor. Its appeal is universal and a bit of lighthearted banter can go a long way. Doing so shows that your brand is invested in more than the sale, making you a trusted source when purchase decisions are made. In time you’ll find real value in your investment through the engagement you see, the relationships you built, the amplification of your messages and ultimately, the impact on your revenue. Tap Into the Power of Story Embrace the impact of storytelling. Schedule sessions with sales teams, customer service reps and anyone else who touches your customers. Ask them to bring one success story and one challenge so that each person is prepared to share a story that infuses go-forward content. Empower Employees to Contribute Content Your employees were hired for their expertise in a function that relates to your business. It might not be obvious to them that everything they know about a particular function or industry or business practice might be valuable insight to your customers and prospects. But with a little encouragement and communication of the “what’s in it for them” (e.g. good for their career/professional development, management recognition, etc.), you can help allay their fears and take what’s in their head and on to your social presence. Update your content plan to draw from the expertise of employees through contributed content, interviews and surveys. Make sure you have a feedback loop in place to encourage the desired behavior. The best, most human stories come from your employees—from the guy in the mailroom to the woman in the corner office. Design a plan for obtaining their stories so you can share them in a creative way on your blog, and then with your social networks. You have to be creative and work with them to make it a success. Design ways for them to get the information to you, and then ways for you to organize the information so you can communicate it most effectively. Compelling Your Customers to Spread the Word Satisfied customers are one of a brand’s most valuable assets. However, marketers risk wasting that asset if they fail to activate potential advocates through social media. Based on research from Social@Ogilvy, satisfaction does not translate into advocacy unless companies actively generate it. Dig into your channels and identify any existing brand advocates. Who is consistently sharing, commenting or helping answer other people’s questions. Know who your advocates are and then create a plan to reward and engage them further.! It means if you aren’t active on social networks, you’re missing the boat. There are people out there that like you, and it’s your job to engage them and encourage them to tell other people they like you. It’s a simple concept to understand, but a not-so-simple one to act on unless you know how to run and manage your social channels. If you can’t do it yourself, find someone who can.