This document summarizes a webcast about how social media influences institutional investors. It found that nearly all institutional investors and asset managers use digital resources for investing. About half have used social media, with LinkedIn being most popular. Social media is gaining influence, with many investors and managers saying it has impacted their decisions or research. The webcast panel will discuss the findings and implications, including opportunities for asset managers to provide useful insights to investors on social platforms.

1. Webcast:
How Social Media
Influences Institutional
Investors

2. Emily Friedman
Research Consultant
LinkedIn
Ken Poliziani
Managing Director,
Head of Institutional Marketing
J.P. Morgan Asset Management
Dan Connell
Managing Director
Greenwich Associates
Jennifer Grazel
Head of Category Development
Financial Services
LinkedIn

3. To what extent are 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
2
3
3
Questions to Answer
Base: Institutional investors and Institutional Asset Managers on LinkedIn, qualified by age and DM status.

4. 4
Methodology
Survey
Online survey fielded
through LinkedIn from
May 28 – June 6, 2014
Sample
Sample of 269
Institutional Asset
Managers and 292
Institutional Investors
(U.S.). *see footnotes
Base: Institutional investors and Institutional Asset Managers on LinkedIn, qualified by age and DM status.
* Institutional Investors composition mix: 77 Foundation/Endowment sector, 73 Insurance
Who
Decision-maker
or influencer on
investment (II) or client
portfolio mix (IAM)
Digital
Use 1+ digital source to
learn about financial
topics relevant to
investing role

5. Digital resources are
gaining traction on both sides
of institutional investing

6. Nearly all Institutional Investors (IIs) and Asset Managers (IAMs) on LI
use digital resources for investing purposes
6
Used at least one digital research relevant to their role in the past year…
99% 90%
of Institutional Asset Managers
on LinkedIn
of Institutional Investors
on LinkedIn
Base: Institutional investors and Institutional Asset Managers on LinkedIn, qualified by age and DM status.

7. About half of IAMs and IIs have used a social media source for information
relevant to their investing role in the past year
Base: Institutional investors and Institutional Asset Managers on LinkedIn, qualified by age and DM status.
7
41%
14%
24%
9%
12%
31%
20%
9%
14%
11%
LinkedIn Google+ Twitter Facebook YouTube
Used at least
1 social source
55% of IAMs,
44% of IIs
Social Source │ IAMs Ils

8. 8
About two-thirds of IAMs and IIs who have used LinkedIn
for their role are doing so weekly or more
Among those who have used LI as a source of financial info, % who use weekly or more:
19%
28%
69%
DAILY WEEKLY+ DAILY WEEKLY+
Base: Institutional Asset Managers and Investors on LinkedIn who have used LinkedIn to inform themselves about financial topics relevant to their role
65%
Institutional Asset Managers Institutional Investors

9. In particular, social media is
becoming a key source of
insights for investing

10. 5%
10
IAMs and IIs who use social sources for financial info have
increased this usage over the past year
31%
32%
25%
24%
26%
26%
34%
53%
54%
20%
13%
8%
5%
10%
3%
10%
3%
LinkedIn
Twitter
Financially-oriented news sites
Financially-oriented blogs/discussion forums
Google+
Financial institution/company’s websites or blogs
Financially-oriented niche publications/sites
YouTube
Facebook
Social Source │ Increase Same Decrease
* Financially-oriented / Financial institution or company
Base: IAMs and IIs on LinkedIn who have used each source over the past year to inform themselves about financial topics

11. 1%
5%
5%
12%
4%
11
IAMs and IIs who use social sources for financial info also plan to
increase this usage over the next year
LinkedIn
Twitter
Financially-oriented news sites
Financially-oriented niche publications/sites
Google+
YouTube
Financial institution/company’s websites or blogs
Financially-oriented blogs/discussion forums
Base: IAMs and IIs on LinkedIn who have used each source over the past year to inform themselves about financial topics
28%
24%
24%
30%
30%
25%
32%
45%
47%
14%
5%
9%
0%
Facebook
Social Source │ Increase Same Decrease

12. 12
At least half of all IAMs and IIs on LinkedIn expect to use the
platform to inform their investing by next year
Past year 38% Next year 50%
98%
plan to maintain
or increase
At least 20%
of non-users plan
to start using
Base: Institutional investors and Institutional Asset Managers on LinkedIn who use at least one digital source

13. 13
Social media is already playing an
influential role in investment decisions,
but there is more to come

14. 14
Beyond the mainstays of news and researching companies, IAMs and IIs
are tapping into social for relevant insights
Top purposes cited for using social media (among those who have used in past year):
Institutional Asset Managers
79% Read timely news or market/industry updates
69% Research companies, executives or industries
57% Seek opinions or commentary on markets/events
52% Join groups and observe discussions
49% See how competitors/peers are using social
Base: Institutional investors and Institutional Asset Managers on LinkedIn who use social media for their role
Institutional Investors
71% Read timely news or market/industry updates
59% Seek opinions or commentary on markets/events
59% Seek educational content to inform investing
56% Learn about investment products/services
55% Research financial companies, executives or industries

15. 15
For each of the top purposes for using social, most IAMs are
using LinkedIn, followed by Twitter
Top 5 purposes IAMs use social:
1 2 3 4 5
79%
Read timely news/
market/industry updates
59%
20%
47%
69%
Research companies,
executives/industries
80%
13%
26%
Base: IAMs on LinkedIn who currently turn to social media for each of the following purposes
57%
Seek opinions/commentary
on markets/events
69%
13%
50%
52%
Join groups and
observe discussions
87%
23%
28%
49%
See how competitors/
peers are using social
81%
24%
43%

16. 16
For each of the top purposes for using social, more than twice as many
investors use LinkedIn vs. FB or Twitter
1 2 3 4 5
71%
Read timely news/
market/industry updates
55%
23%
25%
59%
Seek opinions/commentary
on markets/events
64%
22%
24%
Base: IIs on LinkedIn who currently turn to social media for each of the following purposes
59%
Seek educational content
to inform investing
61%
13%
18%
56%
Learn about investment
products/services
56%
13%
19%
55%
Research financial
companies,
executives/industries
66%
19%
18%
Top 5 purposes IIs use social:

17. 17
IAMs have a significant opportunity to influence & provide value to
investors through relevant content
Though IIs who use social for their role are primarily seeking specific types of info/opinions,
most IAMs who leverage social for their role are not yet providing this
Institutional Asset Mgrs.
% posting each on social
Base: Institutional investors and Institutional Asset Managers on LinkedIn who use social media for their role
Institutional Investors
% seeking each on social
21% Market / industry updates 71%
19% Opinions / commentary on market events 59%
18% Investment products / services 56%
20% Service or support 30%

18. 18
Most IAMs/IIs who use social media to inform their investing have learned
something that has influenced decision-making
IAMs Ils
Prompted me to do further research
on an industry issue or topic
79% 69%
Influenced my perspective on
an industry issue or topic
68% 60%
Base: IAMs and IIs on LinkedIn who have used social media to inform themselves about financial topics relevant to their investing role
Shared this information with decision
makers at my company
44% 51%
Led me to consult that social
media source more regularly
52% 41%
Influenced an investment
recommendation or decision
36% 48%
Influenced a decision to work with a
particular company or client
30% 44%

19. 19
48% Nearly half of IIs who use social
This includes nearly half of IIs
media for their role say they have
learned something that has influenced
an investment recommendation or
decision
Base: IAMs and IIs on LinkedIn who have used social media to inform themselves about financial topics relevant to their investing role

20. Emily Friedman
Research Consultant
LinkedIn
Ken Poliziani
Managing Director,
Head of Institutional Marketing
J.P. Morgan Asset Management
Dan Connell
Managing Director
Greenwich Associates
Jennifer Grazel
Head of Category Development
Financial Services
LinkedIn
Panel Discussion

21. Thank You!
Additional Resources
Full Research: linkd.in/10qM8nd
Solutions: marketing.linkedin.com
Contact us: lnkd.in/contact