How the ultra-affluent use social

media?

Dionne Kasian Lew @dionnelew

The social media real estate you put time into is as important as

the suburb you invest in.

The right place at the right price is what gives

good returns.

For time-poor professionals starting out in social media the sheer number of platforms to

choose from is

overwhelming.

Cred

it: De

sign

Bolt

s

Sheeeeeeeesh!

It’s like selecting the ‘all suburbs’ search when you’re trying to find a place to live.

http://www.gratisography.com/pictures/103H.jpg

While I am loathe to suggest one platform to the exclusion of

others because they amplify

each other, IF you’re a professional -

AND you need to reach high net worth individuals -

research saysthat a great place to

live is LinkedIn.

Cogent Research found of the

90% of high net worth people

who use social media, 73% spend it on LinkedIn

Why?

1. to do research -

2. to form connections -

3. to establish mutually beneficial business partnerships.

“Does that sound pretty much like what you already do day to day?”

IT IS!

While you move up & down your local

& are introduced to people you want to know

by those you know …

…LinkedIn creates a business network that is

effectively borderless

Do these relationships count?

They really do.

The Edelman Trust Barometer shows a decline in trust in institutions & leaders over many years.

At the same time, with peers it is high and

growing.

Conversations we we have with people influence what

we think & do -

- whether over coffee or through clicks.

Cogent showed 1/3rd of affluent investors are using social media for personal

finance &inve sting –

BETTER YET

- 70 % changed relationships or reallocated investments as a result of content they’d found in

social networks.

Advisors are getting onto this and it works.

RESEARCH

The ultra-affluent are passionate about high

quality investment research -

SO ASK YOURSELF THESE 7 QUESTIONS -

1. Is your product or service of interest to affluent

investors?

2. What high quality

information do you already generate that may of interest to them?

3. Do you share it on

LinkedIn?

4. How to you form

relationships with those who read it?

5. Are you extending the connections you make

through the network by bringing them offline?

6. What is your strategy for generating future content?

7. Do you have a LinkedIn

Company Page?

7, 6, 5, 4, 3, 2, 1

RELATIONSHIPS

Like in life online business is about mutually beneficial relationships -

& here again LinkedIn is a great MatcH-MakeR.

Cogent found 46% of investors in social did not have a financial advisor

BUT BUT BUT 52% said they would

connect with one through social.

28% said they would see a financial company as

“innovative” or a “Leader in the industry” for offering social.

In the US – most Fortune 100 companies use social

media & according to LinkedIn (2013) all executives from Fortune 500 companies are

members.

The FTSE Social Media Index shows

86% of FTSE100 are on LinkedIn as part of their communications strategy

½ 0f

Australia’s top

publicly listed

companies are

there.

ONLY

Ooooooooops!

CASE STUDIES

1. Derivates exchange Eurex gained exposure

to 800,000 finance decision makers through a LinkedIn campaign.

2. Zurich built a thought-leader campaign

around its Head of Financial Institutions with a strong flow of high-value sales

leads and a click-through rate 3x times the LinkedIn average.

3. Oppenheimer Funds gained 3.3 million

impressions & +11,000 clicks, raising its brand with Financial Advisors

through the LinkedIn iPad app.

It’s as easy as -

1, 2, 3.

NEXT UP

More socially savvy

Gen X and Gen Y investors getting more affluent – meaning -

(you know).

2 Don’ts, 3 Dos and 1 DoDon’t

for professionals -

1.

“What you see is what you you get”.

Don’t use a blurry or provocative photo. Professional is good .

2.

Don’t endorse someone you can’t vouch for. Common sense,

but you’ll be surprised how many people you’ve never dealt with are happy to endorse you.

3.

Don’t display a false endorsement it could be misleading.

4.

When you meet someone new DO follow up with an invite to connect on LinkedIn.

5.

DO work out who owns your social media account and the rules of engagement.

Your firm should have a social media policy you can refer to.

6.

DO be aware of regulations in your industry but DO NOT be afraid of

them. Regulators around the world acknowledge the power of social media for business and have an

important role in balancing innovation and protection. This space is evolving all the time. In Australia the ASX encourages companies to monitor social media and consumer watchdog ACCC has

developed social media guidelines. Your country and industry will have its own.

Speaker | Author | Consultant

@dionnelew

dionnekasianlew.com thesocialexecutivebook.com

You CAN BOOK ME TO speak to your team +61 458 974 854 OR

dionne@dionnekasianlew.com

Connect with me on LinkedIn –

au.linkedin.com/in/dionnelew Thank you for your time and attention.