Do you know how the ultra affluent use social media? Find out.
-
Upload
dionne-kasian-lew -
Category
Social Media
-
view
3.920 -
download
0
description
Transcript of Do you know how the ultra affluent use social media? Find out.
![Page 1: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/1.jpg)
How the ultra-affluent use social
media?
Dionne Kasian Lew @dionnelew
![Page 2: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/2.jpg)
The social media real estate you put time into is as important as
the suburb you invest in.
![Page 3: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/3.jpg)
The right place at the right price is what gives
good returns.
![Page 4: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/4.jpg)
For time-poor professionals starting out in social media the sheer number of platforms to
choose from is
overwhelming.
![Page 5: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/5.jpg)
Cred
it: De
sign
Bolt
s
![Page 6: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/6.jpg)
Sheeeeeeeesh!
![Page 7: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/7.jpg)
It’s like selecting the ‘all suburbs’ search when you’re trying to find a place to live.
![Page 8: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/8.jpg)
http://www.gratisography.com/pictures/103H.jpg
![Page 9: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/9.jpg)
While I am loathe to suggest one platform to the exclusion of
others because they amplify
each other, IF you’re a professional -
![Page 10: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/10.jpg)
AND you need to reach high net worth individuals -
![Page 11: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/11.jpg)
research saysthat a great place to
live is LinkedIn.
![Page 12: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/12.jpg)
Cogent Research found of the
90% of high net worth people
who use social media, 73% spend it on LinkedIn
![Page 13: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/13.jpg)
Why?
![Page 14: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/14.jpg)
1. to do research -
![Page 15: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/15.jpg)
2. to form connections -
![Page 16: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/16.jpg)
3. to establish mutually beneficial business partnerships.
![Page 17: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/17.jpg)
“Does that sound pretty much like what you already do day to day?”
![Page 18: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/18.jpg)
IT IS!
![Page 19: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/19.jpg)
While you move up & down your local
& are introduced to people you want to know
by those you know …
![Page 20: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/20.jpg)
…LinkedIn creates a business network that is
effectively borderless
![Page 21: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/21.jpg)
Do these relationships count?
![Page 22: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/22.jpg)
They really do.
![Page 23: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/23.jpg)
The Edelman Trust Barometer shows a decline in trust in institutions & leaders over many years.
![Page 24: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/24.jpg)
At the same time, with peers it is high and
growing.
![Page 25: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/25.jpg)
Conversations we we have with people influence what
we think & do -
![Page 26: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/26.jpg)
- whether over coffee or through clicks.
![Page 27: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/27.jpg)
Cogent showed 1/3rd of affluent investors are using social media for personal
finance &inve sting –
BETTER YET
![Page 28: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/28.jpg)
- 70 % changed relationships or reallocated investments as a result of content they’d found in
social networks.
![Page 29: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/29.jpg)
Advisors are getting onto this and it works.
![Page 30: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/30.jpg)
RESEARCH
![Page 31: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/31.jpg)
The ultra-affluent are passionate about high
quality investment research -
![Page 32: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/32.jpg)
SO ASK YOURSELF THESE 7 QUESTIONS -
![Page 33: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/33.jpg)
1. Is your product or service of interest to affluent
investors?
![Page 34: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/34.jpg)
2. What high quality
information do you already generate that may of interest to them?
![Page 35: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/35.jpg)
3. Do you share it on
LinkedIn?
![Page 36: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/36.jpg)
4. How to you form
relationships with those who read it?
![Page 37: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/37.jpg)
5. Are you extending the connections you make
through the network by bringing them offline?
![Page 38: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/38.jpg)
6. What is your strategy for generating future content?
![Page 39: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/39.jpg)
7. Do you have a LinkedIn
Company Page?
![Page 40: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/40.jpg)
7, 6, 5, 4, 3, 2, 1
![Page 41: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/41.jpg)
![Page 42: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/42.jpg)
RELATIONSHIPS
![Page 43: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/43.jpg)
Like in life online business is about mutually beneficial relationships -
![Page 44: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/44.jpg)
& here again LinkedIn is a great MatcH-MakeR.
![Page 45: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/45.jpg)
Cogent found 46% of investors in social did not have a financial advisor
BUT BUT BUT 52% said they would
connect with one through social.
![Page 46: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/46.jpg)
28% said they would see a financial company as
“innovative” or a “Leader in the industry” for offering social.
![Page 47: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/47.jpg)
In the US – most Fortune 100 companies use social
media & according to LinkedIn (2013) all executives from Fortune 500 companies are
members.
![Page 48: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/48.jpg)
The FTSE Social Media Index shows
86% of FTSE100 are on LinkedIn as part of their communications strategy
![Page 49: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/49.jpg)
½ 0f
Australia’s top
publicly listed
companies are
there.
ONLY
![Page 50: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/50.jpg)
![Page 51: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/51.jpg)
Ooooooooops!
![Page 52: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/52.jpg)
CASE STUDIES
![Page 53: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/53.jpg)
1. Derivates exchange Eurex gained exposure
to 800,000 finance decision makers through a LinkedIn campaign.
![Page 54: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/54.jpg)
2. Zurich built a thought-leader campaign
around its Head of Financial Institutions with a strong flow of high-value sales
leads and a click-through rate 3x times the LinkedIn average.
![Page 55: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/55.jpg)
3. Oppenheimer Funds gained 3.3 million
impressions & +11,000 clicks, raising its brand with Financial Advisors
through the LinkedIn iPad app.
![Page 56: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/56.jpg)
It’s as easy as -
![Page 57: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/57.jpg)
1, 2, 3.
![Page 58: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/58.jpg)
NEXT UP
![Page 59: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/59.jpg)
More socially savvy
Gen X and Gen Y investors getting more affluent – meaning -
![Page 60: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/60.jpg)
(you know).
![Page 61: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/61.jpg)
2 Don’ts, 3 Dos and 1 DoDon’t
for professionals -
![Page 62: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/62.jpg)
1.
“What you see is what you you get”.
Don’t use a blurry or provocative photo. Professional is good .
![Page 63: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/63.jpg)
2.
Don’t endorse someone you can’t vouch for. Common sense,
but you’ll be surprised how many people you’ve never dealt with are happy to endorse you.
![Page 64: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/64.jpg)
3.
Don’t display a false endorsement it could be misleading.
![Page 65: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/65.jpg)
4.
When you meet someone new DO follow up with an invite to connect on LinkedIn.
![Page 66: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/66.jpg)
5.
DO work out who owns your social media account and the rules of engagement.
Your firm should have a social media policy you can refer to.
![Page 67: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/67.jpg)
6.
DO be aware of regulations in your industry but DO NOT be afraid of
them. Regulators around the world acknowledge the power of social media for business and have an
important role in balancing innovation and protection. This space is evolving all the time. In Australia the ASX encourages companies to monitor social media and consumer watchdog ACCC has
developed social media guidelines. Your country and industry will have its own.
![Page 68: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/68.jpg)
Speaker | Author | Consultant
@dionnelew
dionnekasianlew.com thesocialexecutivebook.com
You CAN BOOK ME TO speak to your team +61 458 974 854 OR
![Page 69: Do you know how the ultra affluent use social media? Find out.](https://reader034.fdocuments.us/reader034/viewer/2022050903/53fd1f4b8d7f72e61c8b4632/html5/thumbnails/69.jpg)
Connect with me on LinkedIn –
au.linkedin.com/in/dionnelew Thank you for your time and attention.