trends in finance and social for 2014

Jennifer Grazel

Trends in Finance &Social for 2014

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Authenticity ● Relevancy ● Dialogue

TRUST

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InsightsInformation

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RELEVANT CONTENT BUILDS

THE BRIDGE TO MEANINGFUL RELATIONSHIPS

The role of social media in driving SME growth

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This report explores the way in which SMEs in India make use of social media.

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SMEs surveyed across India168INFLUENCE

Primary decision maker or strong level of influence in financial

decisions

SMALL/MEDIUM1 to 1000 employees

INR 5 to 500 crore revenue

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SMEs in India are currently experiencing widespread growth…

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

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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

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Base: 168 SMEs

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The #1 challenge facing SMEs in today’s market is attracting new customers

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72%say attracting new customers is a challenge their company

will face in the next 12 months

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4 in 10 business experiencing growth directly attribute revenue to social media spend.

% reporting each contributed to revenue growth

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SOCIAL MEDIA

39%

Base: 133 small and medium enterprises experiencing revenue growth

EMAILMARKETING

46%EVENTS

38%

Social media is highly influential when choosing a financial services provider

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The vast majority use social media for financial purposes…

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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%


have used social media for finance-related reasons80%

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…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


29% 12%33%33%62%

of growth businesses are receptive to receiving financial content on LinkedIn

67%

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This allows LinkedIn to drive action through the content provided to 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%

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Of the 2/3 of SMEs who actioned a response, 1/3 were driven to purchase.

Path to Purchase

Base: 143 LinkedIn users

DISCOVERYGather info / stay up-

to-date

CONSIDERATIONSeek advice/info to make

a purchase

DRIVEN TO PURCHASE ON LINKEDIN

(Insurance policy and/or investment product)

34%

The Mass Affluent & Social Media

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Nearly two in five Mass Affluent use social for financial education or research

GLOBAL

of all Mass Affluent use social for discovery or consideration of financial companies, products or services

36% DISCOVERY BOTH CONSIDERATION

10%

7% 20%

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Engagement with financial companies is considerably higher among Mass Affluent in earlier life stages

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%

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Approximately 80% of Mass Affluent social users read content, review multimedia, and follow financial companies

83% 81% 77%

FOLLOW OR LIKEfinancial companies on

social media

REVIEW MULTIMEDIA CONTENTfrom financial companies

on social media

READ CONTENTfrom financial companies

on social media

BASE SIZE: Social media users / India

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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?

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

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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?


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 - +

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With a social presence come expectations for information and account communications from financial companies

Information wanted via financial companies on social media:


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 - +

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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:


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

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Client Case Studies

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American Express integrated approach in LI ecosystem fuels customer journey

BUILDING BRANDADVOCACY

POWERING USER EXPERIENCE

DRIVING NEW MEMBERSAND CARD ACQUISITIONS

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200+ years of heritage…

Individuals Businesses Institutions & Governments

ENABLING & CATALYST OF

PROGRESS

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ProgressContent 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

ORGANIC UPDATE TO FOLLOWERS

SPONSORED UPDATE

INFLUENCER POST

Interweaving Progress on LI

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Citi’s Ecosystem on LinkedInFrom networking, to news, communities, thought leaders & brands

Over 1.5M Touch PointsHomepage Company Page

568KSponsored

Updates

Group

310KPulse

568K Influencer

42K

TOTAL

Citi | Outcomes: Return on Reach

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PAID 233% RETURN

IMPRESSIONS

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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

Thank You