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Institutional Investing in the 21st Century
This document summarizes a webcast about how institutional investors are using social media like LinkedIn in their investment process. Nearly all institutional investors use digital resources for investing, and LinkedIn is the most popular social media platform used. Investors use LinkedIn to get market updates, research industries, and find educational content. Insights from social media are influencing investment decisions, with 31% saying something they learned affected an investment recommendation. The webcast discusses best practices for asset managers to engage investors on LinkedIn through relevant content and targeted campaigns.
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Institutional Investing in the 21st Century
- 1. Institutional Investing in the21st Century: How Social Media Informs and Shapes the Investing Process Webcast
- 2. 2 Today’s Speakers Ira Amilhussin Sr.Marketing Manager LinkedIn Dan Connell Managing Director Greenwich Associates Emily Friedman Research Consultant LinkedIn Kerry Ryan Director, Head of Global Web Services Legg Mason
- 3. To what extentare digital resources gaining traction as sources of financial information? How is social media being leveraged for insights during the institutional investing process? What has social media influenced so far, and where are key opportunities for influence moving forward? 1 3 2 3 Questions to Answer Source: LinkedIn and Greenwich Associates, 2015
- 4. 4 Methodology Survey Online survey fielded byGreenwich Associates from November 14 – December 5, 2014. Sample 256 Global Institutional Investors, including: 100 in North America (U.S., CA), 105 in Europe (UK, France, Germany, Netherlands and Switzerland), 51 in Asia Pacific (Hong Kong, Singapore). Who Decision-makers and influencers for investment decisions at their institution. Digital Use 1+ digital source to learn about financial topics relevant to investing role. Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
- 5. Digital and socialresources are gaining traction among institutional investors
- 6. 6 Nearly all InstitutionalInvestors use digital resources for investing purposes, and four in five are using social media resources 97% 79% of Institutional Investors use digital resources for investing of Institutional Investors use social media for investing Base: All Institutional Investors Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
- 7. 48% 40% 29% 23% In particular, InstitutionalInvestors are turning to LinkedIn to stay informed in their roles 7Base: All Institutional Investors Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
- 8. 8 Four in fiveInstitutional Investors who use LinkedIn for their role are doing so weekly or more Base: Institutional Investors who use LinkedIn Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Use LinkedIn weekly or more 85%
- 9. 9 More than twoin five users plan to increase their use of LinkedIn for financial information over the next year Base: Institutional Investors who use LinkedIn Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Increased use over the PAST YEAR 39% Plan to increase use over the NEXT YEAR 41% % of LI users who increased / plan to increase usage
- 10. 10 Social media isalready playing an influential role in investment decisions, but there is more to come
- 11. 11 Beyond the mainstaysof news and researching companies, Institutional Investors are tapping into social for relevant insights Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT 6% 15% 18% 20% 26% 26% 26% 32% 32% 36% 37% 38% 44% 47% 48% None of the above Post or share product/services information Seek support or service from an asset management firm Seek dialogue with an asset management firm Connect with other institutional investors/peers Research asset management executives Seek educational content to inform industry specific thought leadership Join groups and observe discussions Seek recommendation of investment product/service Research asset management firms Seek educational content to inform investing Learn about investment products/services Seek opinions or commentary on markets/events Research specific industries Read timely news or market/industry updates Top purposes cited for using social media (among those who have used in past year):
- 12. 12 Institutional investors whouse social media for each of the top purposes are more than likely turning to LinkedIn vs. Facebook or Twitter 1 3 4 5 48% Read timely news/ market/industry updates 43% 33% 29% 47% Research specific industries 54% 37% 24% 44% Seek opinions or commentary on markets/events 53% 39% 36% 38% Learn about investment products/services 45% 47% 33% 37% Seek educational content to inform investing 53% 30% 27% Top 5 purposes IIs use social: 2 Bases: 1. Institutional Investors who use social media, 2. Institutional Investors who use social media for each of the top 5 purposes Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
- 13. 13 Institutional Investors preferLinkedIn for group discussion, education, and other investing information Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT LinkedIn vs. Facebook 34% 41% 25% 30% 30% 28% 8% 9% 11% 25% LinkedIn vs. Twitter 34% 41% 25% 30% 30% 5% 5% 27% 23% 16% Group discussion Deep subject matter education Providing market updates Consuming market updates Sharing ideas Group discussion Deep subject matter education Providing market updates Consuming market updates Sharing ideas LinkedIn Facebook LinkedIn Twitter
- 14. 14 Institutional Investors strongly preferLinkedIn for subject matter education LinkedIn 47% Facebook 12% Twitter 11% as likely to use LinkedIn 4x Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT
- 15. 15 Most Institutional Investorswho use social media to inform their investing have learned something that has influenced decision-making Base: Institutional Investors who use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT Conduct further research on an industry issue or topic 48% Share the information with decision makers at their company 37% Consult that social media source more regularly 23% Make an investment recommendation or decision 31% Choose to work with a particular company or client 34% Start a discussion with their investment consultant 33%
- 16. 16Base: Institutional Investorswho use social media Source: LinkedIn and Greenwich Associates, 2015 – GLOBAL CUT 31%Nearly a third of IIs who use social media for their role have learned something that has influenced an investment recommendation or decision
- 17. 17 Key Findings Source: LinkedInand Greenwich Associates, 2015 – GLOBAL CUT Nearly all Institutional Investors use digital media sources for their roles (97%), and 79% turn to at least one social network. Financial news sites, social media, and financial institution websites top digital destinations for financial topics. LinkedIn is the preferred social source, with 48% of all Institutional Investors using the platform for their roles. Institutional Investors are turning to social media for insights, opinions and content relevant to their roles in investing: Top information: Market updates, industry research, opinions on markets, product info, educational content. For deep subject matter education, Institutional Investors 4X as likely to turn to LinkedIn vs. other social sources. Insights that investors are gaining from social media use are influencing critical decision-making at their organizations: 34% who use social media have learned something that influenced a decision to work with a company or client. 31% say something they learned via social influenced an investment recommendation or decision.
- 18. 18 Kerry Ryan Director, Headof Global Web Services Legg Mason
- 19. 19 Targeting Institutional Investorson Social Media Deliver content that is timely, meaningful and relevant • Quickly convey clear value and relevance of content • Investment thought leadership from Chief Investment Officers, portfolio managers • Press/media appearances of investment professionals and key executives • Thematic content, such as findings from recent global investment survey that uncover investment opportunities • Corporate announcements Translate listening strategy into tactics • Follow conversations to assess what topics are trending • View traffic patterns to determine optimal times to publish social content
- 20. 20 Success Story LinkedIn SponsoredUpdate Campaign Objective: • Raise awareness of fixed income capabilities, resources, and insights, encourage engagement, and drive traffic to website Target Audiences: • U.S. Industry & Seniority: 1.176M LinkedIn members • U.S. Function & Seniority: 794.5K LinkedIn members • U.K. Geo & Title: 238.8K LinkedIn members Tactics: • Establish connections via Sponsored Updates reaching targeted audience and potential followers • Target geo, industry, function, and title to reach the right audience at the right time • Establish metrics and analyze insights to improve impact • 22 Sponsored Updates: 16 and 6 UK Results: • Overall campaign CTR: 0.48% • Overall campaign Engagement: 0.54% • Added 346 total followers during the campaign period thus far (January 15 – March 15) • In February, the “Loving the price at the pump” update was in the Top 10 of all Sponsored Updates within the Financial Services industry
- 21. 21 • Consistently servetimely, relevant content with a tone and language that is tailored to your targeted audience; DO NOT overtly push product • Offer strong leads/intros, snappy headlines, (questions work best!), and clear calls-to-action that are compelling and reader-focused • Utilize an array of enticing, relevant rich media to pull strong engagement-- bright, clean, relevant, and large text (if any) • Run 4 updates concurrently. More than 4 results in data dilution; less than 4 means a decreased frequency of rotation • Optimize for all devices by grabbing the reader in the first sentence and designing graphics that render well on mobile • Monitor reporting to test, analyze, and refine. Consider CTR and engagement to identify top performers and weakest links Best Practices
- 22. 22 Panel Discussion Ira Amilhussin Sr.Marketing Manager LinkedIn Dan Connell Managing Director Greenwich Associates Emily Friedman Research Consultant LinkedIn Kerry Ryan Director, Head of Global Web Services Legg Mason
- 23.
- 24. Thank You! Visit marketing.linkedin.comfor more info on reaching investors on LinkedIn