mudanças nas tendências de consumo e impacto na jornada financeira - linkedin financeconnect...
DESCRIPTION
Apresentação da Jennifer Grazel, Global Head of Category Development, Financial Services, LinkedInTRANSCRIPT
1
Jennifer Grazel Global Head Financial Services LinkedIn
Social Media is transforming how we communicate and build relationships
3
3
Confidence in institutions
LinkedIn Confidential ©2013 All Rights Reserved
4
Where do consumers turn to find credible information
LinkedIn Confidential ©2013 All Rights Reserved 4
5
Social at the core of the consumer Decision Journey
LinkedIn Confidential ©2013 All Rights Reserved 5
Why is this?
1. Transparency
2. Authenticity
3. Dialogue
6
LinkedIn Confidential ©2013 All Rights Reserved 6
“While the wounds of the financial crisis still are healing and too many Americans still are struggling, the country actually maybe in a better position today than it has ever been in.” Jamie Dimon CEO JP Morgan
7
7
Mass Affluent
Mass Affluent are highly engaged on social media
Cogent Research, Brazil March 2013 Base: Mass Affluent
engage with financial companies 90%
engage with content from financial companies
84%
Among Mass Affluent social media users:
99% Use Social Media
They use social media for professional purposes – to connect, consume and create
3 in 4 Use social to Create professional content
4 in 5 Use social to Consume professional content
9 in 10 Use social to Connect with professionals
Cogent Research, Brazil March 2013 Base: Mass Affluent
Eight in ten Mass Affluent social media users read company content, review multimedia, and follow financial companies
Base: Social media users Brazil
Follow or like financial companies
on social media
Review multimedia content from financial companies
on social media
82% 85% Read content
from financial companies on social media
88%
Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action
Discovery
BOTH
Consideration Use social to stay up-to-date on financial trends or companies.
Use social to seek advice or gather info to make a financial decision.
DRIVEN TO ACTION Open/close account or purchase product
21% 32% 63%
Cogent Research, Global March 2013 Base: Global Mass Affluent social media users
Ads and brand content are key sources of financial information on social media
Info about financial product or account
Info about financial company
61%
50%
33%
58%
61%
53%
44%
36%
A member of my social network
Company sponsored content/updates
An advertisement
An industry expert/executive
“What was the specific source of the financial information you learned via social media?”
Cogent Research, Brazil March 2013 Base: Mass Affluent social media users
New product information is a frequently desired content type across sectors Top information Mass Affluent want from financial institutions on social media (by sector):
Cogent Research, Brazil March 2013 Base: Mass Affluent social media users
CREDIT CARDS
1 | New product info
2 | Market commentary
3 | Company info
1 | New product info
2 | Market commentary
3 | Posts from experts
BANKS P&C INSURANCE
1 | Policy changes
2 | New product info
3 | Company info
1 | New product info 1 | New product info
2 | New product info
*Communication gap = difference from content that is desired and what they actually receive
1 | New product info 2 | Market Commentary 3 | Posts from experts
BANKS
Overall, a communication gap exists between the content Mass Affluent want and what finance companies provide
Cogent Research, Brazil March 2013 Base: Mass Affluent social media users
1 | New product info 2 | Market Commentary 3 | Company info
CREDIT CARDS
Communication Gap*
1 | Policy changes 2 | New product info 3 | Company info
LIFE INSURANCE
28% 35% 42%
27%
38% 44%
42% 22% 22%
95
99
101
105
0 100
Traditional sources for financial information
Trust Index of Channels for Financial Information: Based on relative trust of info from 3 sources (peers, companies, and experts) across all platforms / categories
Social platforms are almost as trusted a source of financial information as traditional sources
Trust Index is comprised of the following attributes average scores indexed to 100: • Social platforms: Trust of financial information shared through an article on my network, by a financial company or
institution, by a financial professional/expert • Traditional sources: Trust of financial information from work colleagues, from friends and family, posted on financial
company websites, from articles on finance websites
Cogent Research, Brazil March 2013 Base: Mass Affluent
Consumers are in specific mindsets across different social platforms
1
2
3
4
5
Keep up w. friends & family
Reconnect with alumni
Post personal updates
Friend/fan a company
Share content
Connect w. business colleagues
Read colleagues status updates
Receive industry updates
Discuss a business topic
Connect in groups
18 Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012 Cogent HNWI Research
Personal Networks Professional Networks
“Invest Time” “Spend Time”
Build the Foundation with:
Multi-media content
Company posts or content
Accelerate Influence with:
1:1 communication
On LinkedIn, brands can accelerate influence with Mass Affluent through direct communication
Cogent Research, Global March 2013 Base: Mass Affluent social media users
Summary of key findings
Nearly all Mass Affluent use social media.
Nine in ten engage with financial institutions on social. Over three-quarters engage with their social content.
22-44 percentage point communication gap between the top 3 types of info expected and what is actually received on social.
Nearly 2 in 3 are driven to take action when social is used for both discovery and consideration.
1 2 3 4
22
LinkedIn Confidential ©2013 All Rights Reserved