Finance Deck 11062014

Finance & Insurance Event

11 juni 2014

Welcome

Elske Meines, Account Director Finance

LinkedIn

Welcome

Elske Meines, Account Director Finance, LinkedIn

Spotlight on Professional Content

Forest Baker, Head of Global Insights, LinkedIn

Finance and Insurance Research

James McErlean, Head of Financial Services EMEA, LinkedIn

BREAK

The power of professional content publishing on LinkedIn

Oliver Spall, Social Media Consultant, LinkedIn

Trending and Content Marketing Score

Elske Meines, Account Director Finance, LinkedIn

Targeting & Dialoog = 3

Jeroen van de Ven, Social Media Manager, ABN AMRO Bank N.V.

Q&A

Lunch and Company Page workshop

9.30

9.45

10.10

10.30

10.45

11.05

11.25

11.45

12.00

#INfinNL

Peter Hazenberg

Earliest Adopter Most connected

Most popular Most endorsed

Wadei Laroussi

Jeroen van de Ven Martine Meijburg

Connect the world’s professionals to make

them more productive and successful

1 in every 2 professionals

worldwide is on LinkedIn

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

200,000+ professionals join daily

1 4 7 16 31 53

87

144

200 238

300M+

Identity Networks Knowledge The professional

profile of record

Connect all of the

world’s professionals

The definitive

professional publishing

platform

Identity

Networks

Knowledge

Slideshare,

Groups &

Company Page

Peers Pulse Influencers

Members expect and trust content on LinkedIn

More engagement

8× Updates

from brands Current affairs

Career info

The definitive publishing platform

Spotlight on Professional Content Forest Baker, Head of Global Insights LinkedIn

The 2014

Professional Content

Consumption Report

Rise of the Content Revolutionaries: A Deep Dive into the Top

Content-Consuming Members on LinkedIn and How Marketers

can Connect with Them

Head of LinkedIn Global

Insights

Evolution of Professional Content

Content Marketing on LinkedIn: WHY

Content Marketing on LinkedIn: HOW

1

3

2

18

Agenda

19

In the past, there were few sources for content

TV Print Radio

20

Now, the internet provides a sea of information

that requires filtering Internet

Websites or

Apps Content

21

Social networks are now the dominate portals for

discovering content

Content

Several years ago, LinkedIn began a transformation

2006

Identity

Network

Knowledge

2014

23

And ultimately evolved into a

content platform

500 LinkedIn Influencers

Pulse: News Aggregator SlideShare

1.5MM+ sites use InShare

That is globally recognised and trusted

Trustworthy

78 19 2013 MillwardBrown Digital study on 1,100 US adult internet users

Top 100 global brand

SOCIAL NETWORK ASSOCIATION AS

“A TRUSTWORTHY SOURCE OF

PROFESSIONAL CONTENT”

And increasingly delivering content via mobile

Mobile Traffic

Content Marketing on LinkedIn: WHY 2

26

Agenda

Study: >6,000 LinkedIn members across 8 markets

We surveyed members who regularly consumed content

in the LinkedIn homepage feed (desktop or mobile)

Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.

Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country.

Seniority was used to weight the data when estimating population statistics.

United States

Sample Size

2,701

Canada

Sample Size

472

Brazil

Sample Size

483

Australia

Sample Size

480

Singapore

& Hong Kong

Sample Size

457

France

Sample Size

497

Benelux

Sample Size

483

UK

Sample Size

485

These members are wealth and influential professionals

1 in 5 Director+ 1 in 3 Manager+

29

LinkedIn is their primary choice for professionally-

relevant content

N = 6,058; data weighted to reflect active LinkedIn members.

91%

61% 50%

36% 30%

24% 22% 19% 13%

In a typically work week (Monday through Sunday), what sources do you use to access professionally relevant content?

Consuming professional content is vital to their

success

Mean # of hours spent

consuming professionally-

relevant content per week

8 = 1 working

day per

week

Content Marketing on LinkedIn: HOW 3

31

Agenda

32

What type of content should I

create for my target audience?

3

Benefits they experience by consuming content on LinkedIn

Enhances

Knowledge

Strengthens

Networks

Boosts

Personas

Keeping up with industry News

Discover new ideas within industry

Build relationships with colleagues/clients

Spark conversations

Build professional reputation

Improve current job skills

77%

71%

62%

43%

55%

39%

39%

Positions

member as

thought leader

62%

Enhances

member’s

professional

reputation

63%

Increases

member

visibility

Benefits experienced by sharing content on LinkedIn

75%

Content they prefer to click on and share

New research

39%

71%

66%

59%

58%

55%

Breaking news

Case studies

55%

Career advice

36%

49%

49%

39%

Produced by business Leader

Brief, concise in length

Click

Share

Popular content

types for gaining

knowledge

Popular content

types for helping

decision-making

EMEA Top Sponsored Updates in May 2014

Checklist for creating content that resonates

©2014 LinkedIn Corporation. All Rights Reserved.

emea.marketing.linkedin.com

Finance & Insurance Research: Social Media

driving the growth of Medium and Large Co

James McErlean

Head Of Financial Services EMEA, LinkedIn

How Financial Services have

embraced social media

Medium €5M to €29.9M

DEFINING

medium/large businesses

(annual revenue)

Large Over €30M

This report explores the way in which

medium and large businesses in The

Netherlands make use of social media.

decision makers in medium and large businesses surveyed across the Netherlands

144

Medium and large businesses are a

highly attractive audience, and social

media offers a unique opportunity to

engage with them

A high proportion of businesses in the Netherlands are reporting

growth in several key areas… 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

62%

50%

55%

Base: 144 medium/large businesses

Social media adoption in the Netherlands is well penetrated

and usage is maturing

88% Of medium and

large businesses

currently use

social media

5% Plan to use social

media in the future


% reporting that social media spend

contributed to revenue growth

…with revenue growth widely attributed to an increased spend on social media advertising.

Large

businesses

35% Medium

businesses

29%

Base: 89 medium/large businesses experiencing revenue growth

Many of these businesses

tend to make use of social

media for marketing

purposes…

46

Use social media to build awareness

Use social media to drive business growth

Use social media to increase sales

88%

83%

80%

Top 5 uses of social media

1 2 3 4 5

Maintain a company

presence and identity

Advertise to generate

new leads

Generate word-of-

mouth about my

company

Deliver content and

new information

Advertise to help

increase awareness 35%

36%

39%

38%

44%


The most important challenge for medium and large businesses in the Netherlands is raising profit margins…

Keeping up with technology 20%

21%

27%

28%

32%

38%

18%

16%

Finding and hiring good employees

Getting credit/financing/access to

funding for my company

Reducing costs

Attracting new customers

Increasing profit margins

Keeping up with technology

Retaining current customers

Challenges faced by businesses in the Netherlands

39% suggest that increasing profit

margins will be their most important business challenge

over the next year.


48

Social media is seen as an effective channel for marketing and driving

business...along with impacting operational efficiencies and sourcing

% reporting that social media is effective for…

Customer service

support/ handle

complaints/retain

customers

82% CUSTOMER

SERVICE

52% FIND

VENDORS

Find vendors or

companies that can

help my company

86% RECRUIT

Find and source

new employees Deliver content and

new information

about my company

84% CONTENT

DELIVERY

88% DRIVING

AWARENESS

Maintain a company

presence and

identity

Base: 144 social media users who access for specific business purposes

Social media (and LinkedIn in particular) is

highly influential for medium/large businesses

when choosing a financial services provider

have used social media for

finance-related reasons

85%

Top 5 uses of social media for financial purposes

Social media is widely used

for financial purposes,

particularly to keep up with

current trends… 1 2 3 4 5

Keep up-to-date on

financial trends

Recommend a financial

product to others

Gather preliminary

financial information

Seek advice on a

financial decision

Evaluate or re-think

a previous financial

decision 24%

25%

28%

26%

41%

Base: 144 social media users

51

This encourages businesses to take action based on the financial information they receive through LinkedIn…

Top actions as a result of exploring content on LinkedIn

23% 28%

38%

22%

31%

Learned of a new financial company

28%

Contacted a financial representative

Asked a financial professional for additional information about a

product/policy

Shared information about financial trends/products/companies

Purchased an insurance policy Opened a new financial account

Base: 94 LinkedIn users

…and also to drive purchases based on the information received through LinkedIn.

DISCOVERY Gather info / stay up-

to-date

CONSIDERATION Seek advice/info to make a

purchase

DRIVEN TO PURCHASE

ON LINKEDIN

(Insurance policy and/or

investment product)

64%

Path to Purchase


…with businesses more open to receiving financial information from LinkedIn than any other network.

% who actioned a response after receiving

information on each network

74% 58% 68% 53%


CREDIBILITY 62% agree that LinkedIn allows them to

build credibility.

CONNECTION 43% agree that LinkedIn lets them connect

with vendors or potential partners.

CONTEXT 66% agree that LinkedIn provides a relevant

context to promote and advertise their company.

COMMUNITY 62% agree that LinkedIn provides access to a broader

community of other companies to seek opinions.

This is due to LinkedIn being able to effectively provide businesses with the 4Cs…


Summary of key findings

Social media is seen as a vital business tool

88% of medium/large businesses currently use social media

Increased spend on social media advertising is directly

attributed to revenue growth

31% directly attribute revenue growth to an increased social media spend

Financial services communication and content resonate and

drive action with LinkedIn members

85% of medium/large business that use social media do so for financial purposes

The power of professional content publishing on LinkedIn

Oliver Spall,

Social Media Consultant LinkedIn

©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop

Marketing Solutions

Accurate · Helpful · Everywhere


The professional mindset

A data-driven strategy

Best practices for Financial Services

content marketers

Agenda


LinkedIn’s Mission:

Connect the world’s professionals to make

them more productive and successful

Laying the Foundation


Content

Marketers Audience

Content

Relationship

Genuinely helping customers earns their trust and consideration

The Role of the Brand


Leveraging LinkedIn’s data

6X

Content

So how does one become

effective on LinkedIn?



6X

Content

Start with the “who”



6X

Content

Traditional advertising starts with

what the marketer wants to say.

Content marketing must start with

what the audience wants to hear.



Content

Relevance driven by your professional profile Early start-up exec

Finance exec

VS.



Content

Groups

Content Strategy

B2B Social Media

Friends of LinkedIn

Occupation

Marketing

Standardized

Job Titles

Marketing

Consultatnt

Function

Content Marketing

Company

LinkedIn

Industry

Technology

Size

5000+

Connections

1150

Name

Oliver Spall

Demographics

Age

gender

Geo

London Endorsements

Social Media

Digital Media

B2B

Education

BA Languages

Causes

Human Rights


Different mindsets mean different needs

PERSONAL

NETWORKS

PROFESSIONAL

NETWORKS

Spend Time Invest Time

Socialize

Stay in touch

Be entertained

Kill time

Share content

Maintain Professional identity

Make useful contacts

Stay in touch

Search for opportunities

Keep up to date for career


New Product information

Online topics of interest among professionals

PERSONAL

CONTENT

PROFESSIONAL

CONTENT

Spend Time Invest Time

Entertainment / TV

Different mindsets also mean different content priorities

Food & Dining

Travel & holidays

Sports

Health and Fitness

Industry news / strategy

information

Networking opportunities

Market & economic commentary

Finance events


Contact a financial representative

Learned of a new financial company

Asked financial professional for

additional information

Shared information about financial

products / companies

PROFESSIONAL CONTENT

Actions create tangible business results


In summary:

1. Be helpful

2. Aim to inspire

3. Build relationships


Creating a data-driven strategy

2


Content Marketing Engagement

Members who engage with

your content

Target Audience

Members you would like to reach

(monthly active users)

Know where you are, and what to do

12,000,000 members

90,010 members

Your target audience

Like, share, comment, follow, click

Content Marketing Score

Unique Members Engaged

= = x Multiplier 4425 Active Target Audience


Understand how to say it

6X

Content

Top Trending Topics (March 2014)

big data

mobile devices

leadership

android

cloud computing

Example Articles per Trending Topic

• Five Game-Changing Predictions for IT in 2014 : cioinsight.com

• Virtualization vs. Cloud Computing: What's the Difference? :

businessnewsdaily.com

• Why Nest will be bigger for Google than Android : qz.com

• Google Ends Its Motorola Misadventure : businessweek.com

• Are You the Smartest Person in the Room? Let's Hope Not : linkedin.com

• Don't Fall In To These Leadership Traps In 2014 : forbes.com

• Enterprise Architecture: Getting Organized For The New Year : forbes.com

• Mobile-First Is Old News. Think Platform-First. : linkedin.com

• MIT to offer its first professional MOOC in big data : gigaom.com

• 2014: The Year Big Data Adoption Goes Mainstream In The Enterprise :

forbes.com

Understanding the mass affluent segment


Best Practices for Financial Services Content Marketers

3


Sharp, relevant & exclusive stories drive great engagement. Shape your audience’s opinions about the financial world with your take on what’s important to them.

#1: Be newsworthy


#2: Educate, teach, don’t sell

The opportunity is there for financial services brands to educate their customers and make them better at buying products you sell.


#3: Advice, not products

Show why someone should consider a product, rather than show the product itself. Real-life examples allow people to picture a real-life use for what you’re selling.


#4: The numbers, your data looks great

As an industry, Financial Services is good at data. Visualise it, tell stories with it; great visual content can provide up to 2x lift in engagement


79

#5: Destination is equally as important

OK… Better… This one’s best!

Your ideal customer is likely reading your article on the go. Engagement levels on mobile are higher, as long as you make sure your content works on mobile.


#6: Your niche audience and message

Find the sweet spot between what you want to say, and what people want. This both ensures relevance, and differentiation


#7: Variety makes perople hungery for more

Frequency is the starting point. Post every day. How do you get there? Co-create. Partner up with publishers, tech automation etc. This gives you reach into your audience in a scalable way.


#8: Monitor, analyse and refine?

Be obsessive about analytics. Pay attention to audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines, targets and images.


Key takeaways

Connect with your audience, find your niche

Educate, inspire, make people better

Use data & trends to inform and shape strategy

Scale by partnering up


If you haven’t read these… do!

Contently: content strategist (great blog)

Editions Financial (financial services agency w/ great case studies)

Content Marketing Institute (industry body)

Percolate blog (content platform w/ excellent insights)

Marketo (marketing automation co. w/ good studies)

Trending Content & Content Marketing Score

Elske Meines,

Account Director Finance LinkedIn

Finance Deck 11062014

Marketing

Transcript of Finance Deck 11062014