FiannceConnect Sydney

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Jennifer Grazel

Trends in Finance & Social for 2014

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TRUST

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Authenticity ● Relevancy ● Dialogue

TRUST

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Perspectives from APAC

MIKE SMITH, CEO of ANZ

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… part of this transformation is being more

transparent, more engaged and more responsive

in our communication.

As a step in addressing this need, we have launched

our own digital publication for news, insight and

opinion called BlueNotes. It covers the economy,

financial services, investment and society from both

within ANZ and from experts outside the bank

BECOMING A SOCIALLY ENABLED

ORGANIZATION

Peter Sands, CEO of Standard Charter Bank

http://www.bluenotes.anz.com/

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Insights Information

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High Net Worth Investors

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Join the Dots Research,,AU November 2013

Base: HNW social media users

High Net Worth Individuals are engaged on social media

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75% U S E S O C I A L M E D I A

$1.1m -< $1.5m

67%

76% $1.5m -< $3m

66% $3m+

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49% 44% 41% 23% 13%

LinkedIn is the most used social media site among High

Net Worth Individuals

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Join the Dots Research, AU November 2013 Base: HNW social media users

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When it comes to financial information, HNWI use social media to

consume, explore & inform

Aspects of social media used for financial purposes

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Inform

Explore Content

Consume Financial Content

Subscribe to financial

related feeds/blogs

Receive updates from

companies and/ or experts

Participate in groups/

community discussions

Follow a recognized

industry expert

Use as a source for

financial news/content

Participate in online

polls/surveys

Search for key financial

topics /information

Read financial reviews/

recommendations

56%

48%

37%

52%

36%

21%

44%

34%

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Recommend a financial product, policy, or service

Seek advice/gather information to help make a financial decision

Gather preliminary information about financial products, policies or institutions

Keep up-to-date with current financial trends

Re-evaluate a financial decision that has already been made

54%

47%

40%

29%

25%

Social media has a purpose throughout each stage of

the financial purchase journey

60% of HNWIs in Australia who use social networks will use them for at least one financial purpose

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The role of social media

in driving SMB growth Market Report: Australia

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DEFINING

businesses

Small/Medium $8M to $44.9M AUD

Upper Medium Over $45M AUD

This report explores the way in which SMBs in

Australia make use of social media.

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SMBs surveyed across Australia 240

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SMBs in Australia are currently experiencing widespread growth…

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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

70%

69%

58%

Base: 240 small and medium businesses

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81% Of SMBs currently use social media

6% Plan to use social

media in the future

Social media is used by the vast majority of SMBs in Australia…

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Base: 917 SMBs

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The #1 challenge facing SMBs in today’s market is attracting new

customers

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65% say social media is a

vital resource for getting new customers

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88% Advertise to help

increase awareness of my company, products

and services

83% Maintain a company

presence and identity

79% Deliver content and

new information about my company

SMB’s see social media offering an effective channel for Marketing

and Driving Business.

% reporting that social media is effective for…

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BRANDING

ADVERTISING CONTENT

DELIVERY

77% Generating new business leads

LEAD

GENERATION

Base: 214 social media users who access for specific business purposes

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75% Find vendors/

companies that can help my company

73% 65% Learn from experts

in my industry

…. Along with impacting operational efficiencies and sourcing

% reporting that social media is effective for…

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Find and source new employees

71% Customer service/

support

FIND

VENDORS

INDUSTRY

INSIGHTS

RECRUIT CUSTOMER

SERVICE

Base: 214 social media users who access for specific business purposes

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Over half of SMBs experiencing hyper-growth directly attribute

revenue to social media spend.

% reporting that social media spend contributed to revenue growth

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Hyper Growth

58% Growth

39%

Base: 167 small/medium/large businesses experiencing revenue growth

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Social media is highly influential

when choosing a financial

services provider

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Over 3 in 4 use social media

for financial purposes…

Top 5 uses of social media

for financial purposes

Keep up-to-date on

financial trends 01 43%

02 Gather preliminary

financial information 40%

03 Seek advice on a

financial decision 32%

04 Recommend a financial

product to others 26%

05 Evaluate or re-think a

previous financial decision 21%

Base: 223 social media users

have used social media for

finance-related reasons 78%

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…with more than half of respondents suggesting they are

open to receiving financial information from LinkedIn

Openness to receiving financial content and information on social media sites

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of hyper-growth businesses are receptive

to receiving financial content on LinkedIn

68%

55% 41% 35% 21% 18% 46%

Base: 240 small/medium/large businesses

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Of the 2/3 of SMBs who actioned a response, 1/3 being driven to

purchase.

Path to Purchase

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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)

36%

Base: 143 LinkedIn users

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HSBC Global Connections enables the bank to move

further upstream to support business decision-

making, helping companies expand internationally

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HSBC

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Insert Video

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Questions

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HSBC Global Connections Website

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The challenge…

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How can we

engage with such

a busy target

audience?

How do we make

sure they come

back and read

more?

How can we share

this content with

them?

How do we grab

their attention?

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APPENDIX

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HSBC Commercial Banking LinkedIn company page

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32,915 followers

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ACTIVITY OVERVIEW

Flight Time: Sep 2013 – Dec 2013

(avg. 3 SUPs per week)

Total Campaigns for the period: 43

Update Flight Time: 3 days

TESTING VARIABLES Pricing ● Seniority ● Market Split

● Content

KPIs Impressions ● Clicks ● Engagement

Rate ● Price ● Followers

LinkedIn Sponsored Updates…

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Overview of results…

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Top 5 Industries by engagement rate

Import/ export

GC content reached over

50 countries

32,000+ Interactions with GC content

100% of followers gained are manager and above

vs. 40% of organic

3X increase in the rate of follower growth

Clicks Social Engagements Follows Int. Trade Banking Machinery Mining

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Content results: Top 3 posts

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#1 │ 0.76% ER

#2 │ 0.67% ER

#3 │ 0.64% ER

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Why is this content engaging?

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Supporting campaigns… HSBC Trade Forecast Tool

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Benefitting from geo-targeting…

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Traffic directed to country specific content

Tailored Headline High Personal Relevancy

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Supporting campaigns… RMB

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Local markets leading the way…

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