10 Leading Global Asset Managers Most Active on Social Media · 10 Leading Global Asset Managers...

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10 Leading Global Asset Managers Most Active on Social Media

Oct - Dec 2017//

FINANCIAL CONTENT MARKETING

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TABLE OF CONTENTS

Summary

Methodology

The Top 10 LinkedIn

Twitter

Facebook

YouTube

Total social media posts

The Dubs

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FINANCIAL CONTENT MARKETING


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SUMMARYTop 10 - Global asset managers give major brands a run for their moneyWhat stands out most in this report is that social media activity of the top 10 global asset managers gives mainstream retail brands a run for their money. Each of the global asset managers featured has a mature and sophisticated social strategy, and when compared to other financial sectors, their volume of social output is in another league.

Leading the charge, Franklin Templeton Investments had the highest number of posts across all channels, collectively posting 2,013 times or 23 posts on average per day.

Equally unique, when compared to the rest of the finance industry, almost all of the top 10 were active on all channels – LinkedIn, Facebook, Twitter and YouTube. The only outlier being J.P Morgan Asset Management which opted not to have a Facebook page and instead focus its attention on LinkedIn, and Carmignac which recorded no activity on YouTube.

LinkedIn - sophisticated and savvyAgain, proving that asset managers on a whole are a socially savvy group, even the smallest of performers has a larger following than top performers in other industries we’ve explored, with the average sitting at a cool 102,045 followers. Despite being most active during this period, Oppenheimer funds fell short in terms of its reach, ranking 7th, suggesting that its content may not be hitting the mark with the audience. This compares to top ranked BlackRock whose 76 posts over the period contributed to a 378,917 strong following. Given the professional and sophisticated nature of these businesses it’s understandable that LinkedIn would rank as the 2nd most used channel for asset managers.

Twitter - Top performers across the boardThe social channel with the largest reach, the global asset managers are using Twitter in a similar fashion to a Reuters news feed, Franklin Templeton Investments posted a whopping 30 Tweets per day and the average was 6 Tweets per day including weekends. Clearly effective the average following for these accounts is 134,000 followers. Evidence of the social sophistication amongst this group, almost all the global asset managers have regional Twitter accounts, indicating an understanding of the need to speak to each unique audience.

Facebook - Franklin Templeton knows how to draw a crowdGiven Franklin Templeton's strong retail focus compared to its international counterparts, it makes sense that Franklin Templeton would have such a large Facebook following by comparison - one that’s 13 times greater than the other 9 global asset managers combined. Not a key focus for the majority of the global asset managers, all but J.P Morgan Asset Management are maintaining a Facebook presence.

YouTube - The ugly ducklingLike many of the financial industries, global asset managers aren't well subscribed on YouTube. Given the wealth amongst this group, global asset managers are well placed to show the rest of the finance industry how to crack and capitalise on this channel.

If you are interested in a custom report that benchmarks your organisation against your competitors, contact us to learn more.

Research is what we doResearch is at the core of everything we do at The Dubs - from strategy, through to content creation, distribution, social sharing and our own digital processes. As well as keeping us at the forefront of our own industry, we conduct research on the industries in which our clients operate - asset management, general insurance, health insurance, super funds, retail banking, life insurance, and more.

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THE DUBS RESEARCH EXAMINED THE SOCIAL MEDIA ACTIVITY OF 10 LEADING GLOBAL ASSET MANAGERS DURING THE Q4 THREE-MONTH PERIOD 1ST OCTOBER 2017 TO 30TH DECEMBER 2017.

This report examines reach (number of followers and subscribers) and activity measures (number of posts, Tweets and videos) across the major social media platforms, Facebook, Twitter, LinkedIn and YouTube.

The 10 asset managers were ranked against each other for each criteria and a total ranking was based on an aggregate score of these criteria.

METHODOLOGY




Global asset managers rankings by social media reach and activity aggregate

THE TOP 10Global asset managers ranking by social media reach & activity aggregate

1. Franklin TempletonInvestments

2. BlackRock

3. Oppenheimer Funds

4. Pimco

5. Schroders

6. Aberdeen StandardInvestments

7. J.P. Morgan AssetManagement

8. Amundi AssetManagement

9. Putnam Investments

10. Carmignac

0 10 20 30 40 50 60 70 80

68.48

59.86

55.86

51.22

49.84

44.54

37.92

30.24

25.96

13.98

Total aggregate score based on report methodologyTotal aggregate score based on report methodology

Leading Global Asset Managers Key Findings

• Franklin Templeton Investments took 1st place ranking in this report. It ranked highly on all 4 of the major social channels both in terms of reach and also activity. It must be noted that Franklin Templeton Investments has a more US retail investor focus than the other asset managers in the report and so it is not unexpected that Franklin Templeton Investments has a much larger audience on platforms such as Facebook and YouTube.

• The top ranked Franklin Templeton Investments placed first in a number of ranking criteria categories (Twitter activity, YouTube reach and Facebook reach and 2nd in LinkedIn reach, Facebook activity and YouTube activity). Franklin Templeton Investments also had the highest total number of social media posts across all its social channels (1,842 posts) during the 3 month period of the report, averaging over 20 social media posts per day across all of its territories.

• The top 4 ranked asset managers in this report were American based. Schroders at number 5 was the highest placed European based asset manager.

• The global asset managers as a sector were very active on social channels. Almost all of the 10 asset managers had published content across all 4 of social channels in the report. Only J.P Morgan Asset Management had not posted on Facebook and Carmignac had not posted on YouTube during the period of the report.

• In terms of reach, Twitter had the largest average following for the asset managers as a group:

134,906 average followers

7,627 average followers*



• Twitter was the most used social media platform by the global asset managers in this report with a posting frequency nearly 10 times that of 2nd placed LinkedIn:

5,605 combined tweets

476 combined posts

593 combined posts

235 combined videos

* When not counting the extreme outlier of Franklin Templeton Investments 1,023,000 followers




Global asset managers rankings by LinkedIn reachGlobal asset managers ranking by LinkedIn reach

1. BlackRock



4. Pimco

5. Schroders




9. Carmignac


0 100,000 200,000 300,000 400,000

378,917

214,713

99,160

78,691

54,276

52,617

51,908

37,392

26,645

26,131

Total number of followers

Total number of followers

LinkedIn reach key findings

• BlackRock was ranked first in terms of LinkedIn reach with a large following of 378,917 followers.

• The asset managers had large LinkedIn audiences. The LinkedIn average following for the group as a whole was 102,045 and the median was 53,446.

• 7 of the asset managers had more than 50,000 followers. Even the lowest ranked asset manager in terms of LinkedIn reach had 26,131 followers

LINKEDIN REACH

LinkedIn followers median

53,446.5LinkedIn followers average

102,045




Global asset managers rankings by LinkedIn activityGlobal asset managers ranking by LinkedIn activity



3. BlackRock

4. Pimco

5. Schroders





10. Carmignac

0 20 40 60 80 100 120 140 160 180 200

175

79

76

64

56

47

40

25

22

9

Total number of postsTotal number of posts

LinkedIn activity key findings

• LinkedIn was the 2nd most active social channel for the asset managers in this report. The global asset managers were active on LinkedIn less than twitter but more than Facebook or YouTube.

• Oppenheimer Funds was the most active asset manager on LinkedIn in this report, posting 175 LinkedIn posts over the period of the report or nearly 2 posts per day.

• The average LinkedIn activity for the asset managers in this report was 59.3 posts for the period of the report or roughly 5 posts per week.

• All asset managers in the report posted to LinkedIn during the period of this report.

LINKEDIN ACTIVITY

LinkedIn posts median

51.5LinkedIn posts average

59.3




Global asset managers rankings by Twitter reachGlobal asset managers ranking by Twitter reach

1. BlackRock

2. Pimco






8. Schroders


10. Carmignac

0 100,000 200,000 300,000 400,000

354,081

250,725

240,583

155,101

109,424

82,100

60,927

44,775

36,950

14,400

Total Twitter FollowersTotal Twitter followers

TWITTER REACH

Twitter reach key findings

• Twitter represents the social channel with the largest reach for the global asset managers. The average Twitter following for the asset managers was 134,906 and the median was 95,762.

• 5 of the asset managers had Twitter followings over 100,000.• Almost all of the global asset managers maintained multiple Twitter accounts,

regionalised for the different territories twitter streams. Franklin Templeton Investments had the most with 13 Twitter accounts and Aberdeen AM followed with 12 twitter accounts.

• The dates that the asset managers joined twitter:

Twitter followers median

95,762Twitter followers average

134,906.6

• BlackRock – March, 2009• Pimco – March, 2009• Aberdeen Standard Investments –

April, 2009• Carmignac – April, 2009• Putnam Investments - June, 2009• Schroders - Jan, 2010

• J.P. Morgan Asset Management – June, 2010

• Franklin Templeton Investments – July, 2011

• Oppenheimer Funds – Nov, 2010• Amundi Asset Management – Dec, 2011




Global asset managers rankings by Twitter activityGlobal asset managers ranking by Twitter activity



3. Schroders




7. BlackRock


9. Pimco

10. Carmignac

0 400 800 1,200 1,600 2,000

1,776

1,071

704

509

454

446

260

154

140

91

Total number of tweets/retweets

Total number of tweets/retweets

TWITTER ACTIVITY

Twitter activity key findings

• Franklin Templeton Investments was the most active asset manager on Twitter during the period of this report. Franklin Templeton Investments posted nearly 30 times per day across its multiple Twitter accounts. This is significantly higher than the 42% of companies on Twitter that post 1-5 times per day or the 19% that post between 6-10 times per day (Source: Adweek) .

• All 10 of the asset managers in this report posted an average of more than 1 tweet per day.

• All 10 of the asset managers in this report were retweeting other Twitter accounts tweets which indicates that they are all using social monitoring tools to keep track of brand mentions and then acting upon them when appropriate.

• 2 of the asset managers in the report posted over 1,000 tweets during the report period (Franklin Templeton Investments and Aberdeen AM).

Twitter tweets/retweets median

450Twitter tweets/retweets

average

560.5




Global asset managers ranking by Facebook reach


2. BlackRock


4. Pimco



7. Schroders

8. Carmignac



0 400,000 800,000 1,200,000

1,023,091

18,552

14,631

13,230

11,799

8,683

3,863

2,802

2,711

0

Total number of posts

Global asset managers rankings by Facebook reach

Total Facebook followers

FACEBOOK REACH

Facebook reach key findings

• For the asset managers in this report, Facebook had a reach slightly greater than YouTube but significantly less than both Twitter and LinkedIn.

• Franklin Templeton Investments dominates Facebook reach – its total of 1,023,091 Facebook followers equals 13 times the other 9 asset managers Facebook followings combined, and compares against the average Facebook following of just 7,627 for the other asset managers. This highlights Franklin Templeton Investments stronger focus on a retail audience than the other asset managers in the report.

• J.P. Morgan Asset Management was the only asset manager in the report that did not maintain a Facebook presence. It was however well represented across LinkedIn, Twitter and YouTube showing J.P. Morgan Asset Management’s greater focus on more business focused channels.

Facebook likes median

10,241Facebook likes average

109,936




Global asset managers rankings by Facebook activity

Total number of posts

FACEBOOK ACTIVITY

Facebook activity key findings

• Oppenheimer Funds was the most active asset manager on Facebook, posting 163 posts during the period of the report or nearly twice a day.

• The average number of Facebook posts was 47.6 over the period of the report, or approximately one post every other day.

• 4 of the 10 asset managers in the report were not very active on Facebook, averaging only 1 post every 3 weeks.

Facebook posts median

22.5Facebook posts average

47.6

Global asset managers ranking by Facebook activity



3. Pimco

4. Schroders


6. BlackRock

7. Carmignac




0 20 40 60 80 100 120 140 160 180

163

139

64

47

27

18

9

8

1

0

Total Facebook followers




Global asset managers rankings by YouTube reachGlobal asset managers ranking by YouTube reach


2. BlackRock




6. Pimco

7. Schroders



10. Carmignac

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000

30,134

8,148

4,780

2,198

2,006

1,467

1,179

760

500

377

Total YouTube SubscribersTotal YouTube subscribers

YouTube reach key findings

• As a sector, the global asset managers in this report do not have significant YouTube subscribership. Only 5 of the asset managers had more than a modest 2,000 subscribers with 3 having less than 1,000 subscribers.

• The median YouTube subscribership for the asset managers in this report was only 1,736.5

• Franklin Templeton Investments was placed 1st in this report in terms of YouTube reach by a large margin with 30,134 YouTube subscribers compared to 2nd placed Blackrock’s 8,148. Not surprisingly, the more retail focused Franklin Templeton Investment’s YouTube subscribership was larger than the other 9 asset managers in the report combined.

YOUTUBE REACH

YouTube subscribers median

1,736.5YouTube subscribers

average

5,154.9




Global asset managers rankings by YouTube activityGlobal asset managers ranking by YouTube activity

1. Schroders





6. Pimco

7. BlackRock



10. Carmignac

0 10 20 30 40 50 60 70 80 90 100

87

58

25

19

15

12

11

5

3

0

Total number of videos posted Total number of videos posted

YouTube activity key findings

• Schroders was the most active asset manager on YouTube posting 87 videos over the period of the report or roughly 1 video posted every day.

• The average number of videos posted for all global asset managers during the period of the report was 23.5 which equates to approximately 2 videos per week.

• Carmignac was the only asset manager that didn’t post any videos during the period of the report.

• Only Schroders and Franklin Templeton Investments showed significant video viewership with 525,565 video views and 320,632 video views respectively indicating that these asset managers had put media budget behind the promotion of their YouTube activity. Not including Schroders and Franklin Templeton Investments, the other 8 asset managers posted a combined 90 videos over the period of the report for an average of 421 views per video which indicates that these asset managers have relied on organic video views.

YOUTUBE ACTIVITY

YouTube posts median

13.5YouTube post average

23.5




Global asset managers rankings by Total social media postsGlobal asset managers by total social media posts



3. Schroders




7. BlackRock

8. Pimco


10. Carmignac

0 400 800 1,200 1,600 2,000 2,400

2,013

1,129

894

866

538

509

365

280

206

109

Total posts across all social media channelsTotal posts across all social media channels

Key findings

• The average number of posts for the asset mangers in this report across LinkedIn, Twitter, Facebook and YouTube was 690.9 posts which equals approximately 7.5 social media posts per day across the 4 social channels over the period of the report.

• The more retail focused Franklin Templeton Investments was 1st placed in terms of social post volumes, posting 2,013 social posts or approximately 23 social media posts per day during the period of the report which was nearly double the volume of 2nd placed Aberdeen Standard Investments.

TOTAL SOCIAL MEDIA POSTS

Total posts median

523.5Total posts average

690.9




// RESEARCH IS WHAT WE DO

The Dubs specialise in content marketing for finance brands.

By partnering with experts and delivering engaging content programs for our clients, we enable people across the globe to connect to the things they need, and to the businesses that provide them. We have the expertise to understand your business and work with you to deliver results.

The Dubs also works with Google across the UK and Europe to provide strategic and creative consultancy. We create innovative conceptual advertising and branded content to showcase the combined potential of Search, YouTube, google+, APIs, Maps, Streetview, Google Display Network, and Mobile.

The Dubs is backed by Australian media mogul Kerry Stokes via his investment group Australian Capital Equity.

ABOUT THE DUBS

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PRIMARY CONTACT

Jo Hurl// Commercial Director

+61 (0) 2 8247 8700 / +61 (0) 478 075 006

CONTACT

PROFILE

About Andrew Frith// Social Media and Research Director

Andrew Frith is The Dubs Research and Social Media Director. Andrew’s career in digital media spans 5 continents and more than 20 years. He has been involved in demographic and UX research used in major global projects and campaigns for finance and media brands in Australia, UK and USA including Citibank, ING Direct, ANZ, AMP Capital, UBS, BBC and Sony.

If you are interested in a custom report that benchmarks your organisation against your competitors, contact us to learn more.




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