linkedin financial services webinar part 4 - 6-28-12
DESCRIPTION
This deck is very similar to the webinar deck from part 3 of our Financial Services Webinar Series, giving a deeper understanding of how financial advisors can leverage social media based on research by LinkedIn and FTI Consulting. We've added a list of social media vendors to the appendix. By Emily Friedman, LinkedIn; Neil Benedict, FTI Consulting; and Davis Janowski, InvestmentNews.TRANSCRIPT
#INfinserv
Financial Institutions and Social Media Understanding the Opportunities and Best Practices
Financial Services Webinar Series
#INfinserv
Today’s speakers
Emily Friedman Associate Research Consultant
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Neil Benedict Managing Director
FTI Consulting
Panelists
• Davis Janowski Technology Columnist & Reporter InvestmentNews
• Lauren Boyman Director of Digital Strategy Morgan Stanley Smith Barney
• Anita Heisl Senior VP, Practice Development Ziegler Wealth Management
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Agenda
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§ Insights: Financial Advisors’ Use of Social Media
§ Finance Panel
§ Q&A
Marketing Solutions
Partnered with FTI Consulting Global business advisory firm with proprietary research panel
Online survey among 463 financial advisors in the U.S.
Methodology
Includes wirehouse advisors, broker-dealers and registered investment advisors
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Marketing Solutions
Executive summary
§ Social media is quickly becoming a significant component of financial advisors’ marketing, and adoption rates will continue to grow.
§ When using social networks for business, financial advisors
overwhelmingly prefer LinkedIn – and they would like to use it more if permitted.
§ The majority of advisors who use LinkedIn for client prospecting have gained new business, particularly through proactive use of site tools to support acquisition.
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Key Findings
Marketing Solutions
29%
52%
Current marketing efforts Marketing efforts one year from now
Marketing efforts two years from now
?
% who say significant role in marketing currently vs. one year from now:
Financial advisors expect social media to play a more significant role in their future marketing
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Overall, LinkedIn is the most used social network among financial advisors, followed by Facebook
17%
71%
61% 50%
LinkedIn Facebook Twitter Google+
Business use
Personal use only
78% use LinkedIn
75% use Facebook
38% use Twitter
37% use Google+
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Among FAs who use at least one for business
71% have used at
least one social network for business
91%
32% 28% 22%
LinkedIn Facebook Google+ Twitter
Social networks used for business in the past year:
Nearly three in four financial advisors have used at least one social network for business in the past year
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LinkedIn is favored over other social networks particularly for networking and growing business
8X as likely to use LinkedIn
to make professional connections
3X as likely to use LinkedIn
to cultivate client prospects
NETWORKING GROWING BUSINESS
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Financial advisors would like to leverage LinkedIn for more of their business needs
30%
34%
42%
20%
42%
31%
71%
31%
42%
43%
48%
53%
56%
77%
Enhancing current client relationships
Cultivating client prospects
Building my brand identity
Cascading thought leadership in my field
Improving the effectiveness of my referral network
Expanding my professional knowledge base
Making professional connections
Would ideally choose LinkedIn for this purpose if regulations weren't an obstacle
Have used LinkedIn for this purpose
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Marketing Solutions
12%
20%
20%
42%
$5,000,000 or more
$1,000,000 to $4,999,999
$500,000 to $999,000
Less than $500,000
More than three in five advisors who have leveraged LinkedIn to cultivate prospects have gained new clients
$1M+: 32%
No, 38%
Yes, 62%
Have you gained new clients from prospecting on LinkedIn? Resulting gains in assets from new clients:
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How are successful advisors using LinkedIn?
70% use search tools to find
potential clients
64% request introductions
to new leads
NETWORKING GROWING BUSINESS
Among advisors who gained clients on LinkedIn
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Why are these advisors increasing LinkedIn usage? Presence of target audience & improved understanding of site
Decreased, 3 %
Stayed the same, 21 %
Increased, 76 %
71% The types of clients I
want to reach are active on LinkedIn
66% I have a better understanding of how to leverage LinkedIn
for business
Top reasons for increased use:
Has your business use of LinkedIn increased over the past year?
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InvestmentNews Findings
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Most financial advisors are already using social media, and more than half are using it for professional purposes
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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Advisor use of social media
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Financial advisors who use social media for business strongly prefer LinkedIn, while personal use is highest on Facebook
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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Social media tools used by advisors
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When prospecting for new clients, financial advisors turn to LinkedIn over all other social media sources
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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Reasons advisors use social media for business purposes
Social media applications used to attract new clients
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In general, wirehouse advisors are particularly likely to be under social media policies at their firms
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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Social media policy by firm type
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If advisors are not using social media professionally, it is most likely due to fear over compliance-related issues
Source: InvestmentNews Advisors and Social Media Survey, May 2012
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Reasons advisors do not use social media professionally
#INfinserv
Today’s panel
MODERATOR:
Davis Janowski Technology Columnist & Reporter InvestmentNews
Lauren Boyman Director of Digital Strategy
Morgan Stanley Smith Barney
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Anita Heisl Senior VP, Practice Development
Ziegler Wealth Management
#INfinserv
Thank you for attending part four of our Financial Services Webinar Series
View all of the decks from our webinar series:
www.slideshare.com/LImarketingsolutions
Contact us: [email protected]
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Appendix
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Social Media & Networking (control, compliance, archiving vendors for advisory firms/broker-dealers):
– Arkovi – Actiance – Erado – Hearsay Social – Protegent Social Media Surveillance, from SunGard – Smarsh – Socialware
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Source: Davis Janowski, InvestmentNews