LinkedIn and Hootsuite partnered to develop new research on how technology and social media is transforming the financial services industry. With trust suffering post GFC, technological disruption has shifted Australian preferences and demand for financial products and services. Customer relationships have become increasingly digital and financial services executives must adapt to compete in the face of digital disruption. At this exclusive executive event, we shared key insights from the research paper. Including the future role of the executive within the Australian financial services industry. Through keynotes and panel discussions attendees learnt about: Digital disruption across FSI in Australia -The impact of technology on customer expectations -Social media as a tool to capitalise on disruption -The role of leaders and executives within FSI

1. #HootLinkAU
Digital Transformation
The new role of executives in the
Financial Services Industry

2. #HootLinkAU
Welcome
Ben Mulligan
Regional Marketing
Leader
Hootsuite
WIFI
EST_ROOM_3
PASSCODE
merivale

3. #HootLinkAU
Speakers
Mark Dick
Director, LinkedIn Sales
Solutions
LinkedIn Australia
Amy McIlwain
Global Industry
Principal, FSI
Hootsuite
Fady Daher
VP, Global Commercial
Payments
American Express

4. #HootLinkAU
Digital Disruption
and the Tipping Point
Mark Dick
Director, LinkedIn Sales Solutions

5. The New Role of the Financial Services Executive

6. ​The Times They Are a-Changin’
“

7. Pre-Web Web 1.0 Web 2.0
The world of communication is changing rapidly
The New Role of the Financial Services Executive

8. +450
The world’s largest
professional network
million members
ANZ 8m+
APAC 100m+
The world’s largest professional network
The New Role of the Financial Services Executive

9. 2,300,000+
SENIOR/MANAGER
615,000+
DIRECTOR/VP
377,000+
OWNER/PARTNER
102,000+
C-LEVEL EXECS
Industry
170,000+
TECH
221,000+
FINANCE
86,000+
MEDICAL
127,000+
CUSTOMER GOODS
56,000+
CONSTRUCTION
Reaching senior decision
makers
The New Role of the Financial Services Executive

10. The New Role of the Financial Services Executive
Social media has a purpose throughout each stage
of the financial purchase journey
54%
47%
40%
29%
25%
Keep up-to-date with current financial trends
Gather preliminary information about financial products, policies or institutions
Seek advice/gather information to help make a financial decision
Re-evaluate a financial decision that has already been made
Recommend a financial product, policy or service
Source: Join The Dots Research, 2013

11. 87.3%
79.1%
82.2% 83.3%
60.9%
50.0%
81.3%
58.1%
39.7%
Asia-Pacific (excl. Japan) Japan Rest of the World
Under 40
40-59
60+
HNWI expect future wealth management relationship to be
digital
Capgemini, RBC wealth management and Scorpio Partnership Global Insights Survey 2014The New Role of the Financial Services Executive

12. Sales Tactics to Win | Wednesday 28 September
Companies leveraging LinkedIn platform
The New Role of the Financial Services Executive

13. Sales Tactics to Win | Wednesday 28 September
Acquire new clients
Regain trust
Lead with insight
Grow relationships
Enhancing customer service
Social is core to
business
strategy
The New Role of the Financial Services Executive

14. The New Role of the Financial Services Executive
Acquire new clients
Lead with insight

15. Sales Tactics to Win | Wednesday 28 SeptemberThe New Role of the Financial Services Executive
Regain trust
Grow relationships

16. Sales Tactics to Win | Wednesday 28 September
MARK WEINBERGER
EY GLOBAL CHAIRMAN
“At EY, we continually strive to build a
better working world by bringing our
clients the tools and services they
need in a rapidly changing business
environment. Data analytics and
technology have transformed the way
companies operate, and together, EY
and LinkedIn will provide
organizations with leading-edge tools
to navigate those changes”
JEFF WEINER
LINKEDIN CEO
“Together, we'll help
companies develop
deeper and more
trusted customer
relationships through
social and data
analytics”
REGINA SPRATT
SALES PARTNER
“Sales Navigator gives us
the ability to get access to
buyers who we couldn’t
previously reach, and in a
way that is more efficient
than simply cold-calling and
hoping for a response”
LinkedIn Partnerships
The New Role of the Financial Services Executive

17. Sales Tactics to Win | Wednesday 28 September
“The tipping point is that magic
moment when an idea, trend, or
social behaviour crosses a threshold,
tips, and spreads like wildfire.”
MALCOLM GLADWELL- THE TIPPING POINT

18. #HootLinkAU
The power of Social Executives in the
Australian Financial Services
Industry
Amy McIlwain
Global Industry Principle, FSI, Hootsuite

19. Hootsuite in Financial Services
Enterprise Customers
Finance, Insurance,
Banking
1,800+
Of the Fortune 1000
800+ 350+14M+
Users worldwide

20. Social Media is fundamentally
changing the way we communicate.

21. 4.3B
email accounts
5.4B
social media accounts
Massive scale

22. Baby
boomers
Millennials
2011
workforce tipping
point
2026
born in an era
of social
Driven by digital natives

23. 2016
2005
Mobile

24. Australia’s
appetite and
adoption of
new
technologies.
Real-time
access to
information
and services.
Institutions
still bearing
scars from the
Global
Financial
Crisis.
Alternative
banking
solutions to
address
customer
preferences.
Mobile Social MediaPerception FinTech
Financial Services

25. “There is no truth. There is only
perception.” – Gustave Flaubert

26. Australia’s finance industry is still
bearing scars from the GFC when it
comes to the perception of institutions

27. Digital Perception Index
Sample: Hootsuite Digital Perception Index, Australian Financial Services Industry, 110 named organisation, May-September 2016. Total validated post volume 340,300. Captured
using Hootsuite and partner solutions (Brandwatch).
+5.94%
Australian Financial Service Industry Digital
Perception Index (DPI)
+100%-100%
Consumer & Commercial Banking
Investment & Wealth Management
Insurance
Superannuation
+6.46%
+3.97%
+6.56%
+12.55%

28. Consumer &
Commercial Banking
Investment & Wealth
Management
Insurance Superannuation
Sample: Hootsuite Digital Perception Index, Australian Financial Services Industry, 110 named organisation, May-September 2016. Institutions with +10 point lift above industry
average or dominantly positive perception. Captured using Hootsuite and partner solutions (Brandwatch).
Perception Unicorns

29. What is the role of
executives in
social?

30. Provides a human
face for their
organisation
Inspire and engage
employees
Empower sales and
drive business
outcomes
The Social Executive

31. Australian Social Executives
Alex Malley
Chief Executive
CPA Australia
Cindy Hook
CEO
Deloitte Australia
John Neal
Group CEO
QBE

32. Social executives within the Australian
financial services industry receive 6.5
times more engagement than their peers.

33. Australian FSI Executives on LinkedIn
4.7times the profile
views
4 times more connections 4.2 times more endorsements
8.5times the views on
Long Form posts
10.8times the
engagement on
Long Form posts
7.4times the shares on
content published
14times higher
engagement on
content shared
Source: LinkedIn, Australian Financial Service Professionals of VP seniority and above, September 2016.

34. Social Executives have
significant opportunity atop
of their organisation.
To passively leverage
organisational resources
once developed...
Social Maturity Model
Social Advocates
Social Teams
Social
Organisation
Social
Executives

35. ...or proactively lead, engage and
empower employees and sales
teams from the top down.
Social Maturity Model
Social Advocates
Social Teams
Social
Organisation
Social
Executives

36. 42% of the social media performance of staff in
the Australian Financial Services Industry can
be attributed to the behaviour and activities of
executives on LinkedIn
Source: Hootsuite & LinkedIn, Social Currency: How social executives are disrupting and capitalising on traditional financial institutions, October 2016.

37. 42% of the social media
performance of staff can
be attributed to executive
activity.
Sample: 4,762 Executives from 575 companies representing 67.57% of the total LinkedIn industry sample. Comprising of 359 institutions with 51-500 employees, 138 institutions with
501-10,000 employees, and 78 institutions with over 10,000 employees.
6.3 5 13.85.9 6.5 8.7
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Consumer & Commercial Banking
Executive Social Media Activity
StaffSocialMediaPerformance
Small
Medium
Large
Org size

38. Sample: 923 Executives across 164 companies representing 19.27% of the total LinkedIn industry sample. Comprising of 81 institutions with 51-500 employees, 61 institutions with
501-10,000 employees, and 22 institutions with over 10,000 employees.
57% of the social media
performance of staff in large
Insurance companies can
be attributed to executive
activity.
5.4 54 10.95.6 5.5 7.3
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Insurance
Executive Social Media Activity
StaffSocialMediaPerformance
Small
Medium
Large
Org size

39. Sample: 268 Executives across 83 companies representing 9.8% of the total LinkedIn industry sample. Comprising of 52 institutions with 51-500 employees, 31 institutions with over
501 employees.
43% of the social media
performance of staff can
be attributed to executive
activity.
3.9 3.9 17.98.7 25 6.5
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Investment & Wealth Management
Executive Social Media Activity
StaffSocialMediaPerformance
Small
Large
Org size

40. Sample: 226 Executives across 29 companies representing 3.4% of the total LinkedIn industry sample.
30% of the social media
performance of staff can
be attributed to executive
activity.
3.3 3.1 13.413.6 6.3 7
Profile Views Connections LFP Views LFP Engagement Content Shares Shares
Engagement
Superannuation
Executive Social Media Activity
StaffSocialMediaPerformance
Small
Org size

41. RiskTime TransparencyAmplification
of errors
Familiarity
Executive Challenges

43. #HootLinkAU
Fireside Chat
Disruption and the role of the
Social Executive

44. #HootLinkAU
Fady Daher
VP, Global Commercial
Payments
American Express
Amy McIlwain
Global Industry
Principal, FSI
Hootsuite
Fireside Chat

45. #HootLinkAU
Fireside Chat
Q&A