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Jennifer Grazel Global Head Financial Services LinkedIn

Social Media is transforming how we communicate and build relationships

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Confidence in institutions

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Where do consumers turn to find credible information

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Social at the core of the consumer Decision Journey

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Why is this?

1.  Transparency

2.  Authenticity

3.  Dialogue

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“While the wounds of the financial crisis still are healing and too many Americans still are struggling, the country actually maybe in a better position today than it has ever been in.” Jamie Dimon CEO JP Morgan

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Mass Affluent

Mass Affluent are highly engaged on social media

Cogent Research, Brazil March 2013 Base: Mass Affluent

engage with financial companies 90%

engage with content from financial companies

84%

Among Mass Affluent social media users:

99% Use Social Media

They use social media for professional purposes – to connect, consume and create

3 in 4 Use social to Create professional content

4 in 5 Use social to Consume professional content

9 in 10 Use social to Connect with professionals

Cogent Research, Brazil March 2013 Base: Mass Affluent

Eight in ten Mass Affluent social media users read company content, review multimedia, and follow financial companies

Base: Social media users Brazil

Follow or like financial companies

on social media

Review multimedia content from financial companies

on social media

82% 85% Read content

from financial companies on social media

88%

Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action

Discovery

BOTH

Consideration Use social to stay up-to-date on financial trends or companies.

Use social to seek advice or gather info to make a financial decision.

DRIVEN TO ACTION Open/close account or purchase product

21% 32% 63%

Cogent Research, Global March 2013 Base: Global Mass Affluent social media users

Ads and brand content are key sources of financial information on social media

Info about financial product or account

Info about financial company

61%

50%

33%

58%

61%

53%

44%

36%

A member of my social network

Company sponsored content/updates

An advertisement

An industry expert/executive

“What was the specific source of the financial information you learned via social media?”

Cogent Research, Brazil March 2013 Base: Mass Affluent social media users

New product information is a frequently desired content type across sectors Top information Mass Affluent want from financial institutions on social media (by sector):

Cogent Research, Brazil March 2013 Base: Mass Affluent social media users

CREDIT CARDS

1 | New product info

2 | Market commentary

3 | Company info

1 | New product info

2 | Market commentary

3 | Posts from experts

BANKS P&C INSURANCE

1 | Policy changes

2 | New product info

3 | Company info

1 | New product info 1 | New product info

2 | New product info

*Communication gap = difference from content that is desired and what they actually receive

1 | New product info 2 | Market Commentary 3 | Posts from experts

BANKS

Overall, a communication gap exists between the content Mass Affluent want and what finance companies provide

Cogent Research, Brazil March 2013 Base: Mass Affluent social media users

1 | New product info 2 | Market Commentary 3 | Company info

CREDIT CARDS

Communication Gap*

1 | Policy changes 2 | New product info 3 | Company info

LIFE INSURANCE

28% 35% 42%

27%

38% 44%

42% 22% 22%

95

99

101

105

0 100

Traditional sources for financial information

Trust Index of Channels for Financial Information: Based on relative trust of info from 3 sources (peers, companies, and experts) across all platforms / categories

Social platforms are almost as trusted a source of financial information as traditional sources

Trust Index is comprised of the following attributes average scores indexed to 100: •  Social platforms: Trust of financial information shared through an article on my network, by a financial company or

institution, by a financial professional/expert •  Traditional sources: Trust of financial information from work colleagues, from friends and family, posted on financial

company websites, from articles on finance websites

Cogent Research, Brazil March 2013 Base: Mass Affluent

Consumers are in specific mindsets across different social platforms

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2

3

4

5

Keep up w. friends & family

Reconnect with alumni

Post personal updates

Friend/fan a company

Share content

Connect w. business colleagues

Read colleagues status updates

Receive industry updates

Discuss a business topic

Connect in groups

18 Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012 Cogent HNWI Research

Personal Networks Professional Networks

“Invest Time” “Spend Time”

Build the Foundation with:

Multi-media content

Company posts or content

Accelerate Influence with:

1:1 communication

On LinkedIn, brands can accelerate influence with Mass Affluent through direct communication

Cogent Research, Global March 2013 Base: Mass Affluent social media users

Summary of key findings

Nearly all Mass Affluent use social media.

Nine in ten engage with financial institutions on social. Over three-quarters engage with their social content.

22-44 percentage point communication gap between the top 3 types of info expected and what is actually received on social.

Nearly 2 in 3 are driven to take action when social is used for both discovery and consideration.

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