INFLUENCINGTHE MASS AFFLUENTBuilding relationships on social media

2

Mass Affluent are highly engaged on social media

Cogent Research, Australia March 2013Base: Mass Affluent

engage with financial companies54%

engage with content from financial companies

42%

Among Mass Affluent social media users:

83%Use Social Media

3

They use social media for professional purposes – to connect, consume and create

1 in 5Use social to Create professional content

1 in 4Use social to Consume professional content

1 in 3Use social to Connect with professionals

Cogent Research, Australia March 2013Base: Mass Affluent

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Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action

Discovery

BOTH

ConsiderationUse social to stay up-to-date on financial trends or companies.

Use social to seek advice or gather info to make a financial decision.

DRIVEN TO ACTIONOpen/close account or purchase product

21% 32% 63% Cogent Research, Global March 2013Base: Global Mass Affluent social media users

5Customer service and relevant content present key opportunities for marketersTop benefits cited by Mass Affluent from engaging with financial institutions on social media:

3) Relevant content

1) Improved customer service

2) Timely updates

1 in 4Consider improved customer service the most valuable result from financial companies on social

Cogent Research, Australia March 2013Base: Mass Affluent social media users

6New product information is a desired content type across sectors

ASSET MANAGERS CREDIT CARDS

Top information Mass Affluent want from financial institutions on social media (by sector):

1 | New product info 2 | Market commentary3 | New product info

1 | New product info 2 | Account changes 3 | Company info

1 | Product performance

1 | New product info

Cogent Research, Australia March 2013Base: Mass Affluent social media users

1 | New product info 2 | Market commentary3 | Account changes

1 | New product info

BANKS

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*Communication gap = difference from content that is desired and what they actually receive

1 | New product info

2 | Market commentary

3 | Account changes

42%47%

BANKS

A communication gap exists between the content Mass Affluent want and what finance companies provide

Cogent Research, Australia March 2013Base: Mass Affluent social media users

1 | New product info

2 | Market commentary

3 | Company info

44%

24%

CREDIT CARDS

1 | Product performance

2 | Market commentary

3 | New product info

52%41%

ASSET MANAGERS Communication Gap*

39%

39%

39%

8

75

79

108

138

0 100

Traditional sources for financial information

Trust Index of Channels for Financial Information:Based on relative trust of info from 3 sources (peers, companies, and experts) across all platforms / categories

LinkedIn is the most trusted social media source for financial information

Trust Index is comprised of the following attributes average scores indexed to 100:• Social platforms: Trust of financial information shared through an article on my network, by a financial

company or institution, by a financial professional/expert• Traditional sources: Trust of financial information from work colleagues, from friends and family, posted on

financial company websites, from articles on finance websites

Cogent Research, Australia March 2013Base: Mass Affluent

9

Build the Foundation with:

Multi-media content

Company posts or content

Accelerate Influencewith:

1:1 communication

On LinkedIn, brands can accelerate influence with Mass Affluent through direct communication

Cogent Research, Global March 2013Base: Mass Affluent social media users

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Over 8 in 10 Mass Affluent use social media.

Over half engage with financial institutions on social. Two out of five engage with their social content.

Top benefits received by Mass Affluent on social:

1) customer service, 2) timely updates, 3) relevant content.

24%-52% communication gap between the top 3 info expected and what is actually received on social.

Nearly 2 in 3 are driven to take action when social is used for both discovery and consideration.

Summary of key findings

1

2

3

45

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Mindset matters

Relevance is key

Discussion drives influence

Highlight new products

Target messages by Life

Stage

Best practices for marketers

1

2

3

4

5

12

Survey Design, Sample, and Data Collection

Mode: Web survey

Survey length: 15 minutes

Field timing: March 1 – 13, 2013

Population: Mass Affluent in Australia (n=103)

Sampling Error: +/-9.66% pts.

Screening:

• $100k - $1M AUD (~$100k - $1M USD) in investable assets. (includes all cash, savings, mutual funds, stocks, bonds, retirement accounts, and all other types of investments and real estate ventures, but excludes primary residence and vacation homes)

• Have an account, product, or policy with a either a bank, credit card company, brokerage, asset manager, property/casualty insurance company, or life insurance company

METHODOLOGY