#HootLinkAU Welcome
Ben Mulligan Regional Marketing
Leader
Hootsuite
WIFI
EST_ROOM_3
PASSCODE
merivale
#HootLinkAU Speakers
Mark Dick Director, LinkedIn Sales
Solutions
LinkedIn Australia
Amy McIlwain Global Industry
Principal, FSI
Hootsuite
Fady Daher VP, Global Commercial
Payments
American Express
Pre-Web Web 1.0 Web 2.0
The world of communication is changing rapidly
The New Role of the Financial Services Executive
+450 The world’s largest
professional network
million members ANZ 8m+
APAC 100m+
The world’s largest professional network
The New Role of the Financial Services Executive
2,300,000+
SENIOR/MANAGER
615,000+
DIRECTOR/VP
377,000+
OWNER/PARTNER
102,000+
C-LEVEL EXECS
Industry
170,000+ TECH
221,000+ FINANCE
86,000+ MEDICAL
127,000+ CUSTOMER GOODS
56,000+ CONSTRUCTION
Reaching senior decision makers
The New Role of the Financial Services Executive
The New Role of the Financial Services Executive
Social media has a purpose throughout each stage of the financial purchase journey
54%
47%
40%
29%
25%
Keep up-to-date with current financial trends
Gather preliminary information about financial products, policies or institutions
Seek advice/gather information to help make a financial decision
Re-evaluate a financial decision that has already been made
Recommend a financial product, policy or service
Source: Join The Dots Research, 2013
87.3%
79.1% 82.2% 83.3%
60.9%
50.0%
81.3%
58.1%
39.7%
Asia-Pacific (excl. Japan) Japan Rest of the World
Under 40
40-59
60+
HNWI expect future wealth management relationship to be digital
Capgemini, RBC wealth management and Scorpio Partnership Global Insights Survey 2014 The New Role of the Financial Services Executive
Sales Tactics to Win | Wednesday 28 September 2016
Companies leveraging LinkedIn platform
The New Role of the Financial Services Executive
Sales Tactics to Win | Wednesday 28 September 2016
Acquire new clients
Regain trust
Lead with insight
Grow relationships
Enhancing customer service
Social is core to business strategy
The New Role of the Financial Services Executive
Sales Tactics to Win | Wednesday 28 September 2016 The New Role of the Financial Services Executive
Regain trust
Grow relationships
Sales Tactics to Win | Wednesday 28 September 2016
MARK WEINBERGER
EY GLOBAL CHAIRMAN
“At EY, we continually strive to build a
better working world by bringing our
clients the tools and services they
need in a rapidly changing business
environment. Data analytics and
technology have transformed the way
companies operate, and together, EY
and LinkedIn will provide
organizations with leading-edge tools
to navigate those changes”
JEFF WEINER
LINKEDIN CEO
“Together, we'll help
companies develop
deeper and more
trusted customer
relationships through
social and data
analytics”
REGINA SPRATT
SALES PARTNER
“Sales Navigator gives us
the ability to get access to
buyers who we couldn’t
previously reach, and in a
way that is more efficient
than simply cold-calling and
hoping for a response”
LinkedIn Partnerships
The New Role of the Financial Services Executive
Sales Tactics to Win | Wednesday 28 September 2016
“The tipping point is that magic moment when an idea, trend, or
social behaviour crosses a threshold, tips, and spreads like wildfire.”
MALCOLM GLADWELL- THE TIPPING POINT
#HootLinkAU
The power of Social Executives in the Australian Financial Services Industry
Amy McIlwain Global Industry Principle, FSI, Hootsuite
Hootsuite in Financial Services
Enterprise Customers Finance, Insurance,
Banking
1,800+ Of the Fortune 1000
800+ 350+ 14M+ Users worldwide
Baby boomers
Millennials
2011 workforce tipping
point
2026 born in an era
of social
Driven by digital natives
Australia’s appetite and adoption of new technologies.
Real-time access to information and services.
Institutions still bearing scars from the Global Financial Crisis.
Alternative banking solutions to address customer preferences.
Mobile Social Media Perception FinTech
Financial Services
Australia’s finance industry is still bearing scars from the GFC when it
comes to the perception of institutions
Digital Perception Index
Sample: Hootsuite Digital Perception Index, Australian Financial Services Industry, 110 named organisation, May-September 2016. Total validated post volume 340,300. Captured using Hootsuite and partner solutions (Brandwatch).
+5.94% Australian Financial Service Industry Digital
Perception Index (DPI)
+100% -100%
Consumer & Commercial Banking
Investment & Wealth Management
Insurance
Superannuation
+6.46%
+3.97%
+6.56%
+12.55%
Consumer & Commercial Banking
Investment & Wealth Management
Insurance Superannuation
Sample: Hootsuite Digital Perception Index, Australian Financial Services Industry, 110 named organisation, May-September 2016. Institutions with +10 point lift above industry average or dominantly positive perception. Captured using Hootsuite and partner solutions (Brandwatch).
Perception Unicorns
Provides a human face for their organisation
Inspire and engage
employees
Empower sales and drive business
outcomes
The Social Executive
Australian Social Executives
Alex Malley Chief Executive
CPA Australia
Cindy Hook CEO
Deloitte Australia
John Neal Group CEO
QBE
Social executives within the Australian financial services industry receive 6.5
times more engagement than their peers.
Australian FSI Executives on LinkedIn
4.7 times the profile
views
4 times more connections 4.2 times more endorsements
8.5 times the views on Long Form posts
10.8 times the
engagement on Long Form posts
7.4 times the shares on content published
14 times higher
engagement on content shared
Source: LinkedIn, Australian Financial Service Professionals of VP seniority and above, September 2016.
Social Executives have significant opportunity atop of their organisation. To passively leverage organisational resources once developed...
Social Maturity Model
Social Advocates
Social Teams
Social Organisation
Social Executives
...or proactively lead, engage and empower employees and sales teams from the top down.
Social Maturity Model
Social Advocates
Social Teams
Social Organisation
Social Executives
42% of the social media performance of staff in the Australian Financial Services Industry can be attributed to the behaviour and activities of
executives on LinkedIn
Source: Hootsuite & LinkedIn, Social Currency: How social executives are disrupting and capitalising on traditional financial institutions, October 2016.
42% of the social media performance of staff can be attributed to executive activity.
Sample: 4,762 Executives from 575 companies representing 67.57% of the total LinkedIn industry sample. Comprising of 359 institutions with 51-500 employees, 138 institutions with 501-10,000 employees, and 78 institutions with over 10,000 employees.
6.3 5 13.8 5.9 6.5 8.7
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Consumer & Commercial Banking
Executive Social Media Activity
Sta
ff S
ocia
l M
ed
ia P
erf
orm
an
ce
Small
Medium
Large
Org size
Sample: 923 Executives across 164 companies representing 19.27% of the total LinkedIn industry sample. Comprising of 81 institutions with 51-500 employees, 61 institutions with 501-10,000 employees, and 22 institutions with over 10,000 employees.
57% of the social media performance of staff in large Insurance companies can be attributed to executive activity.
5.4 54 10.9 5.6 5.5 7.3
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Insurance
Executive Social Media Activity
Sta
ff S
ocia
l M
ed
ia P
erf
orm
an
ce
Small
Medium
Large
Org size
Sample: 268 Executives across 83 companies representing 9.8% of the total LinkedIn industry sample. Comprising of 52 institutions with 51-500 employees, 31 institutions with over 501 employees.
43% of the social media performance of staff can be attributed to executive activity.
3.9 3.9 17.9 8.7 25 6.5
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Investment & Wealth Management
Executive Social Media Activity
Sta
ff S
ocia
l M
ed
ia P
erf
orm
an
ce
Small
Large
Org size
Sample: 226 Executives across 29 companies representing 3.4% of the total LinkedIn industry sample.
30% of the social media performance of staff can be attributed to executive activity.
3.3 3.1 13.4 13.6 6.3 7
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Superannuation
Executive Social Media Activity
Sta
ff S
ocia
l M
ed
ia P
erf
orm
an
ce
Small
Org size
#HootLinkAU
Fady Daher VP, Global Commercial
Payments
American Express
Amy McIlwain Global Industry
Principal, FSI
Hootsuite
Fireside Chat
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