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 Jennifer Grazel

Trends in Finance &Social for 2014

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Authenticity ● Relevancy ● Dialogue

TRUST

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Perspectives from APAC

MIKE SMITH, CEO of ANZ

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… part of this transformation is being more transparent, more engaged and more responsive in our communication.

As a step in addressing this need, we have launched our own digital publication for news, insight and opinion called BlueNotes. It covers the economy, financial services, investment and society from both within ANZ and from experts outside the bank

BECOMING A SOCIALLY ENABLED ORGANIZATION

Peter SandsCEO of Standard Charter Bank

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Perspectives from APAC

MIKE SMITH, CEO of ANZ

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… part of this transformation is being more transparent, more engaged and more responsive in our communication.

As a step in addressing this need, we have launched our own digital publication for news, insight and opinion called BlueNotes. It covers the economy, financial services, investment and society from both within ANZ and from experts outside the bank

BECOMING A SOCIALLY ENABLED ORGANIZATION

Peter Sands, CEO of Standard Charter Bank

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High Net Worth Investors

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Join the Dots Research,,AU November 2013Base: HNW social media users

High Net Worth Individuals are engaged on social media

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75%U S E S O C I A L M E D I A

$1.1m -< $1.5m67

%

76%

$1.5m -< $3m

66%

$3m+

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49% 44% 41%23% 13%

LinkedIn is the most used social media site among HighNet Worth Individuals

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 Join the Dots Research, AU November 2013Base: HNW social media users

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When it comes to financial information, HNWI use social media to consume, explore & inform

 Aspects of social media used for financial purposes

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 Join the Dots Research, AU November 2013Base: HNW social media users

Inform

Explore Content

Consume Financial Content

Subscribe to financial related feeds/blogs

Receive updates from companies and/ or experts

Participate in groups/ community discussions

Follow a recognized industry expert

Use as a source for financial news/content

Participate in online polls/surveys

Search for key financial topics /information

Read financial reviews/ recommendations

56%

48%

37%

52%

36%

21%

44%

34%

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Recommend a financial product, policy, or service

Seek advice/gather information to help make a financial decision

Gather preliminary information about financial products, policies or institutions

Keep up-to-date with current financial trends

Re-evaluate a financial decision that has already been made

54%

47%

40%

29%

25%

Social media has a purpose throughout each stage of the financial purchase journey

 60% of HNWIs in Australia who use social networks will use them for at least one financial purpose

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 Join the Dots Research, AU November 2013Base: HNW social media users

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The role of social media in driving SMB growth  Market Report: Australia

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DEFINING businesses

Small/Medium$8M to $44.9M AUD

Upper MediumOver $45M AUD

This report explores the way in which SMBs in Australia make use of social media.

SMBs surveyed across Australia240

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SMBs in Australia 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

70%

69%58%

 Base: 240 SMBs

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81%Of SMBs currently use social media

6%Plan to use social

media in the future

Social media is used by the vast majority of SMBs in Australia…

 Base: 917 SMBs

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

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65%say social media is a

vital resource for getting new customers

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88%Advertise to help

increase awareness of my company, products

and services

83%Maintain a company presence and identity

79%Deliver content and

new information about my company

SMB’s see social media offering an effective channel for Marketing and Driving Business.

 % reporting that social media is effective for…

BRANDING

ADVERTISING CONTENTDELIVERY

77%Generating new business

leads

LEAD GENERATION

 Base: 214 social media users who access for specific business purposes

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75%Find vendors/

companies that can help my company

73% 65%Learn from experts

in my industry

…. Along with impacting operational efficiencies and sourcing  % reporting that social media is effective for…

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Find and source new employees

71%Customer service/

support

FIND VENDORS

INDUSTRY INSIGHTS

RECRUITCUSTOMER

SERVICE

 Base: 214 social media users who access for specific business purposes

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Over half of SMBs experiencing hyper-growth directly attribute revenue to social media spend.

 % reporting that social media spend contributed to revenue growth

Hyper Growth

58%Growth

39%

 Base: 167 SMBs experiencing revenue growth

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Social media is highly influential when choosing a financial services provider

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Over 3 in 4 use social media for financial purposes…

Top 5 uses of social media for financial purposes

Keep up-to-date on financial trends

01 43%

02 Gather preliminary financial information

40%

03 Seek advice on a financial decision

32%

04 Recommend a financial product to others

26%

05 Evaluate or re-think a previous financial decision

21%

 Base: 223 social media users

have used social media for finance-related reasons78%

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…with more than half of respondents suggesting they are open to receiving financial information from LinkedIn

 Openness to receiving financial content and information on social media sites

of hyper-growth businesses are receptive to receiving financial content on LinkedIn

68%

55% 41% 35% 21% 18%46%

 Base: 240 SMBs

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

 Path to Purchase

DISCOVERYGather info / stay up-

to-date

CONSIDERATIONSeek advice/info to make a

purchase

DRIVEN TO PURCHASE ON LINKEDIN

(Insurance policy and/or investment product)

36%

 Base: 143 LinkedIn users

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HSBC Global Connections enables the bank to move further upstream to support business decision-making, helping companies expand internationally

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The challenge…

How can we engage with such

a busy target audience?

How do we make sure they come back and read

more?

How can we share this content with

them?

How do we grab their attention?

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HSBC Commercial Banking LinkedIn company page

32,915 followers

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ACTIVITY OVERVIEWFlight Time: Sep 2013 – Dec 2013(avg. 3 SUPs per week)Total Campaigns for the period: 43Update Flight Time: 3 days

TESTING VARIABLESPricing ● Seniority ● Market Split ● Content

KPIsImpressions ● Clicks ● Engagement Rate ● Price ● Followers

LinkedIn Sponsored Updates…

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Overview of results…

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Top 5 Industries by engagement rate

Import/export

GC content reached over 50 countries

32,000+ Interactions with GC content

100% of followers gained are manager and above vs. 40% of organic

3X increase in the rate of follower growth

Clicks Social Engagements FollowsInt. Trade Banking Machinery Mining

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Content results: Top 3 posts

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#1 │ 0.76% ER

#2 │ 0.67% ER

#3 │ 0.64% ER

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Why is this content engaging?

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