BlackRock Journey

• Raise brand awareness in a crowded marketplace, focusing on investors and

financial advisors. Differentiate through branded content.

Challenge

Strategy • Content: Use retirement as a unifying pillar

• Distribution: Build syndication channels via relationships and support with

technology

• Audience: Tailor audience to content, and tailor content to audience

10

Solution • Enhance blog to include more retirement content, more form factors, ease of

sharing (esp via RSS).

• Distribute blog and other content via social channels

• Increase use of LinkedIn paid promotion because of deep client data based on

job titles and seniority, as well as affinity follows

• Leverage Larry Fink as Influencer

FINANCIAL ADVISORS BLOG HNWI

YOUTUBE LINKEDIN

BLOG FACEBOOK TWITTER

Determining ROI, Step 1

• Created a “simple” spreadsheet to show the value

of Owned, Earned and Paid across the traditional

categories of Awareness, Consideration and

Engagement

• Noted spend for social (“paid”)

• Compared with spend for digital efforts

• Was able to show that social achieved 6x more

ACE than traditional digital, and we knew more

about the consumers to inform additional content

LinkedIn Owned Earned Paid

Awareness

Consideration

Engagement

• The magic is in earned. How is this calculated?

• A LinkedIn example from 2014 shows the value by ACE

• 129% of the campaign total

Viral Clicks

Social Actions

Impressions

Follows

Total Campaign Spend: $xx,xxx

• Paid Clicks: xxxx

Viral Clicks: xxx

xxx Social Actions (includes Likes/Comments/

Shares from Paid and Viral)

xxx,xxx Impressions (from Paid and Viral)

xxx New Followers (includes Paid and Viral,

based on a $18/CPF)

Total average Campaign CPC: $x.xx

Total eCPC: $x.xx

Determining ROI, Step 2

Why LinkedIn

For BlackRock

• The clients and prospects are there

• We can tailor our spend

• It’s super mobile friendly

• It works

250K+ FAs on LinkedIn in the US

FAs are 151% more likely to engage

with content on LinkedIn than average

90% of FAs who use social media for

business turn to LinkedIn, 3 out of 5

had success in gaining new clients with

1/3 generating over a $1MM in new

AUM

Of 40% of HNWI who frequent LI on

a weekly basis, 26% indicated that

they use it for a financial purpose

with 28% taking some kind of

action after reading financial

content

That engagement is being driven by

greater trust in the platform; 51% of

HNW investors trust content

shared by brands on LinkedIn

HNW Investors’ needs change at

different life stages. LinkedIn has:

US Profile Changers: 5.1 Million

US Retirement: 12.5 Million

US Geo-Changers: 1 Million

Financial Advisors High Net Worth

Tailored Messages To Target Audiences

OVERARCHING MESSAGE

Retirement - Larry Fink TAILORED MESSAGE

Financial Advisors

TAILORED MESSAGE

HNWIs

April 2013:

Started Sponsored

Updates

Owned Paid Earned

Followers accelerated

organically to over 100k 4x

greater engagement than Finance

average

CTRs,

Avg. Engagement > 1.4%

1.25x

in added value

earned inventory

12 Month Summary

QUESTIONS