FiannceConnect Sydney
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Transcript of FiannceConnect Sydney
#inFC14 #inFC14
Perspectives from APAC
MIKE SMITH, CEO of ANZ
#inFC14 6
… 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
#inFC14 #inFC14
Join the Dots Research,,AU November 2013
Base: HNW social media users
High Net Worth Individuals are engaged on social media
9
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
10
Join the Dots Research, AU November 2013 Base: HNW social media users
#inFC14 #inFC14
When it comes to financial information, HNWI use social media to
consume, explore & inform
Aspects of social media used for financial purposes
11
Join the Dots Research, AU November 2013 Base: HNW social media users
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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Join the Dots Research, AU November 2013 Base: HNW social media users
#inFC14 #inFC14
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
#inFC14 #inFC14
SMBs in Australia are currently experiencing widespread growth…
15
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…
16
Base: 917 SMBs
#inFC14 #inFC14
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
#inFC14
#inFC14 #inFC14
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…
18
BRANDING
ADVERTISING CONTENT
DELIVERY
77% Generating new business leads
LEAD
GENERATION
Base: 214 social media users who access for specific business purposes
#inFC14 #inFC14
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
#inFC14 #inFC14
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
#inFC14 #inFC14
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%
23
#inFC14 #inFC14
…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
24
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
28
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The challenge…
33
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?
#inFC14 #inFC14
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…
36
#inFC14 #inFC14
Overview of results…
37
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
#inFC14 #inFC14
Benefitting from geo-targeting…
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Traffic directed to country specific content
Tailored Headline High Personal Relevancy