Daniel Connell
Managing Director
Greenwich Associates
Institutional Investing in the 21st Century:
How Social Media Informs and Shapes the Investing Process

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
3
2
Questions to Answer
Source: LinkedIn and Greenwich Associates, 2015

Methodology
Survey
Online survey fielded by
Greenwich 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 APAC
(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 – North America CUT

5
Nearly all Institutional Investors use digital resources for
investing purposes, and more than three in four are using social
resources
95% 77%
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 – North America CUT

Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – North America CUT
Four in five Institutional
Investors who use LinkedIn
for their role are doing so
weekly or more
Use LinkedIn weekly or more
80%

Base: Institutional Investors who use LinkedIn
Source: LinkedIn and Greenwich Associates, 2015 – North America CUT
More than two in five users
plan to increase their use of
LinkedIn for financial
information over the next
year
Increased use
over the
PAST YEAR
40%
Plan to increase
use over the
NEXT YEAR
44%
% of LI users who increased / plan to increase usage

Institutional investors who use social media for each of the top purposes are more
than likely turning to LinkedIn vs. Facebook or Twitter
1 3 4 5
60%
Read timely news/
market/industry updates
38%
18%
31%
47%
Research specific
industries
51%
34%
14%
44%
Seek opinions or
commentary on
markets/events
55%
21%
36%
40%
Learn about investment
products/services
43%
33%
27%
39%
Seek educational content
to inform investing
55%
17%
21%
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 – North America CUT

Most Institutional Investors who 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 – North America CUT
Conduct further research on an
industry issue or topic
52%
Change their perspective
on an industry issue or topic
45%
Share the information with
decision makers at their company
31%
Make an investment
recommendation or decision
29%
Choose to work with a
particular company or client
32%
Start a discussion with my
investment consultant
24%

Social media is already playing an influential
role in investment decisions, but there is
more to come
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 – North America CUT

Daniel Connell
Managing Director
Greenwich Associates
Impact of Emerging Technology on Institutional Investing
Tom Libretto
Managing Director, Global
Head of Digital
J.P. Morgan Asset Management
Kerry Ryan
Director, Head of Global
Web Services
Legg Mason
Alyssa Gilmore
Global Head of Analyst
Relations
Bloomberg