C O N T E N T S

1S E C T I O N Social media usage

2S E C T I O N Use of social media for financial information

3S E C T I O N Key findings & best practices

S E C T I O N

2

High Net Worth Individuals are engaged on social media

$1.1m -< $1.5m

67%

76%

66%

$1.5m -< $3m

$3m+

Join the Dots Research,AU November 2013Base: HNW social media users 3

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

49% 44% 41% 23% 13%

LinkedIn is the most used social media site among High

Net Worth Individuals

4

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

Frequency of social media access

High Net Worth Individuals in Australia access LinkedIn on a regular basis

68%of High Net Worth LinkedIn users in Australia

access LinkedIn several times a week

5

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

High Net Worth Individuals access LinkedIn via a mobile device more frequently than any other social media site

6

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

73% access LinkedIn via a smartphone

67% access LinkedIn via a tablet device

Connect with colleaguesRead updates/posts and stay

up-to-date with colleagues

Follow experts, influencers, companies & brandsCreate professional content

High Net Worth Individuals mostly use social media for

professional purposes

7

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

2

1

C O N T E N T S

S E C T I O N Use of social media for financial information

3S E C T I O N Key findings & best practices

S E C T I O N Social media usage

8

When is comes to financial information, High Net Worth Individuals use social media to consume, explore & inform

9

Consume

Financial Content

Explore Content

Inform

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

Participate in groups/community discussions

Participate in online polls/surveys

Subscribe to financial related feeds/blogs

Follow a recognised industry expert

Search for key financial topics/information

Receive updates from financial services companies and/or experts

Use as a source for financial news/content

Read financial reviews/recommendations

21%

37%

34%

36%

48%

44%

52%

59%

Aspects of social media used for financial purposes

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

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

10

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

• Social platforms: Trust of financial information shared through an article on my network, by a financial company or institution, by a financial professional/expert

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

LinkedIn is the most trusted source for financial information

11

35% believe social media is influential

when forming opinions about financial products/services

1in3 believe social media will

become more influential in the next 12 months when forming opinions about financial products/services

The influence of social media for financial decision making is

set to increase over the next 12 months

Join the Dots Research, AU November 2013Base: HNW social media users 12

C O N T E N T S

1S E C T I O N Social media usage

2S E C T I O N Use of social media for financial information

3S E C T I O N Key findings & best practices

13

1. 75% HNW individuals in Australia are using social media

2. LinkedIn is the most used social media site with this audience.

3. Mobile is essential for High Net Worth Individuals

4. HNW Individuals largely use social for professional purposes - 1) Connect with colleagues, 2) Consume content & posts from colleagues 3) Follow experts and influencers

5. Social media is important throughout each stage of the financial decision journey.

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S U M M A R Y O F F I N D I N G S

15

Target Publish Extend

1. Leverage LinkedIn’s identified Affluent audience

2. Deliver across Desktop and Mobile devices

B E S T P R A C T I C E F O R M A R K E T E R S

1. Help HNWs with informative dynamic and static content

2. Curate the story – leverage your own content assets and that of partners

3. Make your content snackable

4. Make it relevant

1. Accelerate the most engaging content through sponsoring or paid for media distribution

2. Leverage LinkedIn Plugins so that content on your site flows out