institutional investing in the 21st century
TRANSCRIPT
Institutional Investing
in the 21st Century: How Social Media Informs and Shapes
the Investing Process
Webcast
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Today’s Speakers
Ira Amilhussin Sr. Marketing Manager
Dan Connell Managing Director
Greenwich Associates
Emily Friedman Research Consultant
Kerry Ryan Director, Head of Global Web Services
Legg Mason
To what extent are digital resources gaining traction as
sources of financial information?
How is social media being leveraged for insights during
the institutional investing process?
What has social media influenced so far, and where are key
opportunities for influence moving forward?
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Questions to Answer
Source: LinkedIn and Greenwich Associates, 2015
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Methodology
Survey
Online survey fielded
by Greenwich
Associates from
November 14 –
December 5, 2014.
Sample
256 Global Institutional
Investors, including:
100 in North America (U.S.,
CA), 105 in Europe (UK,
France, Germany,
Netherlands and
Switzerland), 51 in Asia
Pacific (Hong Kong,
Singapore).
Who
Decision-makers and
influencers for
investment decisions at
their institution.
Digital
Use 1+ digital source to
learn about financial
topics relevant to
investing role.
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Digital and social resources
are gaining traction among
institutional investors
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Nearly all Institutional Investors use digital resources for investing
purposes, and four in five are using social media resources
97% 79%
of Institutional Investors
use digital resources for investing
of Institutional Investors
use social media for investing
Base: All Institutional Investors
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
48%
40%
29%
23%
In particular, Institutional Investors are turning to LinkedIn
to stay informed in their roles
7 Base: All Institutional Investors
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
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Four in five Institutional
Investors who use LinkedIn for
their role are doing so weekly or
more
Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Use LinkedIn weekly or more
85%
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More than two in five users
plan to increase their use of
LinkedIn for financial
information over the next
year
Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Increased use
over the
PAST YEAR
39% Plan to increase
use over the
NEXT YEAR
41%
% of LI users who increased / plan to increase usage
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Social media is already playing an
influential role in investment decisions,
but there is more to come
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Beyond the mainstays of news and researching companies, Institutional
Investors are tapping into social for relevant insights
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
6%
15%
18%
20%
26%
26%
26%
32%
32%
36%
37%
38%
44%
47%
48%
None of the above
Post or share product/services information
Seek support or service from an asset management firm
Seek dialogue with an asset management firm
Connect with other institutional investors/peers
Research asset management executives
Seek educational content to inform industry specific thought leadership
Join groups and observe discussions
Seek recommendation of investment product/service
Research asset management firms
Seek educational content to inform investing
Learn about investment products/services
Seek opinions or commentary on markets/events
Research specific industries
Read timely news or market/industry updates
Top purposes cited for using social media (among those who have used in past year):
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Institutional investors who use social media for each of the top purposes are
more than likely turning to LinkedIn vs. Facebook or Twitter
1 3 4 5
48%
Read timely news/
market/industry updates
43%
33%
29%
47%
Research specific
industries
54%
37%
24%
44%
Seek opinions or
commentary on
markets/events
53%
39%
36%
38%
Learn about investment
products/services
45%
47%
33%
37%
Seek educational content
to inform investing
53%
30%
27%
Top 5 purposes IIs use social:
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Bases: 1. Institutional Investors who use social media, 2. Institutional Investors who use social media for each of the top 5 purposes
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
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Institutional Investors prefer LinkedIn for group discussion, education,
and other investing information
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
LinkedIn vs. Facebook
34%
41%
25%
30%
30%
28%
8%
9%
11%
25%
LinkedIn vs. Twitter
34%
41%
25%
30%
30%
5%
5%
27%
23%
16%
Group discussion
Deep subject matter education
Providing market updates
Consuming market updates
Sharing ideas
Group discussion
Deep subject matter education
Providing market updates
Consuming market updates
Sharing ideas
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Institutional Investors
strongly prefer LinkedIn
for subject matter education
47%
12%
11%
as likely to use LinkedIn
4x
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
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Most Institutional Investors who use social media to inform their investing have
learned something that has influenced decision-making
Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Conduct further research on an
industry issue or topic
48%
Share the information with
decision makers at their company
37%
Consult that social
media source more regularly
23%
Make an investment
recommendation or decision
31%
Choose to work with a
particular company or client
34%
Start a discussion with their
investment consultant
33%
16 Base: Institutional Investors who use social media
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
31% Nearly a third of IIs who use social media for their role have learned something that has influenced an investment recommendation or decision
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Key Findings
Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
Nearly all Institutional Investors use digital media sources for their roles
(97%), and 79% turn to at least one social network. Financial news sites, social media, and financial institution websites top digital destinations for financial topics.
LinkedIn is the preferred social source, with 48% of all Institutional Investors using the platform for their roles.
Institutional Investors are turning to social media for insights, opinions
and content relevant to their roles in investing: Top information: Market updates, industry research, opinions on markets, product info, educational content.
For deep subject matter education, Institutional Investors 4X as likely to turn to LinkedIn vs. other social
sources.
Insights that investors are gaining from social media use are influencing
critical decision-making at their organizations: 34% who use social media have learned something that influenced a decision to work with a company or client.
31% say something they learned via social influenced an investment recommendation or decision.
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Kerry Ryan Director, Head of Global Web Services
Legg Mason
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Targeting Institutional Investors on Social Media
Deliver content that is timely, meaningful and relevant
• Quickly convey clear value and relevance of content
• Investment thought leadership from Chief Investment Officers, portfolio managers
• Press/media appearances of investment professionals and key executives
• Thematic content, such as findings from recent global investment survey that uncover investment opportunities
• Corporate announcements
Translate listening strategy into tactics
• Follow conversations to assess what topics are trending
• View traffic patterns to determine optimal times to publish social content
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Success Story
LinkedIn Sponsored Update Campaign
Objective:
• Raise awareness of fixed income capabilities, resources, and insights,
encourage engagement, and drive traffic to website
Target Audiences: • U.S. Industry & Seniority: 1.176M LinkedIn members
• U.S. Function & Seniority: 794.5K LinkedIn members
• U.K. Geo & Title: 238.8K LinkedIn members
Tactics: • Establish connections via Sponsored Updates reaching targeted audience
and potential followers
• Target geo, industry, function, and title to reach the right audience at the right time
• Establish metrics and analyze insights to improve impact
• 22 Sponsored Updates: 16 and 6 UK
Results: • Overall campaign CTR: 0.48%
• Overall campaign Engagement: 0.54%
• Added 346 total followers during the campaign period thus far (January 15 – March 15)
• In February, the “Loving the price at the pump” update was in the Top 10 of all Sponsored Updates
within the Financial Services industry
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• Consistently serve timely, relevant content with a tone and language that is tailored to your targeted
audience; DO NOT overtly push product
• Offer strong leads/intros, snappy headlines, (questions work best!), and clear calls-to-action that are
compelling and reader-focused
• Utilize an array of enticing, relevant rich media to pull strong engagement-- bright, clean, relevant, and
large text (if any)
• Run 4 updates concurrently. More than 4 results in data dilution; less than 4 means a decreased
frequency of rotation
• Optimize for all devices by grabbing the reader in the first sentence and designing graphics that
render well on mobile
• Monitor reporting to test, analyze, and refine. Consider CTR and engagement to identify top
performers and weakest links
Best Practices
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Panel Discussion
Ira Amilhussin Sr. Marketing Manager
Dan Connell Managing Director
Greenwich Associates
Emily Friedman Research Consultant
Kerry Ryan Director, Head of Global Web Services
Legg Mason
Questions?
Thank You! Visit marketing.linkedin.com for more
info on reaching investors on LinkedIn