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A CONVERSATION WITH SOCIAL MEDIA LEADERS
MODERATOR
Steve Samuels
Bank of America Merrill Lynch
SIFMA Private Client Services Committee
PANELISTSPANELISTS
Jana Friedman
Jayme Lacour
Putnam Investments
Jennifer Grazel
Kristin Shevis
Hearsay Social
284420 10/13
n = 305.
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
284420 10/13
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
284420 10/13
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
284420 10/13
Among financial advisors using LinkedIn as their primary social network.
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
284420 10/13
Among financial advisors using LinkedIn as their primary social network.
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
284420 10/13
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting.
Mass Affluent are highly engaged on social media
44%
Among Mass Affluent social media users:
87%
LinkedIn Influencers 8Cogent Research, U.S. March 2013
Base: Mass Affluent
engage with financial companies44
engage with content from
financial companies
34%
87Use Social Media
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-
Use social to
seek advice or
LinkedIn Influencers 9
BOTHstay up-to-
date on
financial
trends or
companies.
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 2013
Base: Global Mass Affluent social media users
Listening for Social Signals Delivers Valuable Business Results
“Thrivent recorded 22% business increase for
64% have acquired a new
lead from social media
58% landed a new customer
from social media
users surveyed reported:
“Social media has created an revolutionary sales opportunity”
“I get over 40% of my referrals from social
media”
“Thrivent recorded 22% business increase for
reps using social media”
(1,500 reps on social as of June 2013)
Bucky Wright
Chairman & Chief Sales Officer AXA Advisors
Knut Olson
SVP Mission Advancement Thrivent Financial
Addison Gardner
AgentAllstate
COMPLIANCE
Where is the Industry Headed?
78% of salespeople on social
outsell peers1
75% of advisors use at least one
Social Network For Business
41% Decrease in concern
with Social media
OPTIONAL SOCIAL PROGRAM
outsell peers1
40% of people (customers) use social media every day3
Social Network For Business
28% of Americans turn to social
site for news4
compliance
