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50%of advisors say their company imposes no
restrictions on location or device to access social media
for business purposes
Advisors say social media’s
marketing role will increase
because it’s a faster, more
cost-effective way to reach
clients.
58%
at home
44%
on mobile devices
85%
at work
THE SOCIAL ADVISOR
Financial Advisors and Social Media:
Making the Connection.
Putnam Investments partnered with FTI Consulting to learn
about the social media behavior of financial advisors.
ACCESS GRANTED
49%of advisors
acquired
new clients
Of those,
29%gained
$1 million+
in new assets
The typical financial advisor who uses
social media on a daily basis
Typical assets
from new social media
client: <$500K
10+ years of
experience
“If you want to work with
30-year-olds, you need to
use social media.
”
Top 5 reasons why
advisors are increasing
their use of LinkedIn
ROOM FOR IMPROVEMENT
COMPANY POLICIES MAKE LINKEDIN SOCIALLY ACCEPTABLE
66%of those who expect
their use of LinkedIn
to increase say their
target audience is
active on LinkedIn
22%
want more
education, training,
and tools
81%of advisors using
social media prefer
LinkedIn for business
1%
8%
10%
75%
of financial advisors
use at least
one social network
for business
95% 31% 29% 21%
USED IN THE PAST YEAR FOR BUSINESS PURPOSES
CULTIVATING NEW CLIENTS
61% 42% 60% 58%
USE HAS INCREASED YEAR-OVER-YEAR
TOP USES DIFFER BY NETWORK
Improve the effectiveness
of referral network
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting: Survey conducted by FTI Consulting Strategic Communications
in July 2013 among 408 U.S.-based financial advisors.
Data sources: FTI Consulting Strategic Communications financial advisor panel and Harris Interactive.
Putnam Retail Management 283425
Cultivate specific
prospective clients once
they are identified
Enhance current
client relationships
67%of advisors use
LinkedIn to cultivate
clients by requesting
introductions to
new leads
93%
of advisors
can accept
connections
87%
may list their
firm name
on their profile
85%
are permitted to
access it at work
63%communicate
with new leads
59%
of advisors have increased
usage because they now
have a better understanding
of how to leverage
LinkedIn for business
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
39%
want reduced
compliance
requirements
Top LinkedIn activities for advisors
90%accept
connections
76%
request
connections76%list firm name
on profile
65%
join groups
57%post content
updates
HOW ADVISORS USE SOCIAL MEDIA
LINKEDIN IS OPEN FOR BUSINESS
SOCIAL MEDIA IS HERE TO STAY
The people I am trying to reach are active on this network.1
5
2
4
Book of business:
<$150M
Typical client
portfolio: <$1M
Fee-based
independent
broker/dealer
ADDING CONNECTIONS AND ASSETS
I now have a better understanding of how to best leverage
this network for business.
It has helped me achieve my desired results.
3 It is more suitable for my needs than a different social network.
I have more of a business need to use it than before.
Improve referral
network
Build brand
identity
Expand professional
network
47%
9%
4% 4%
43%
13% 8% 5%
38%
7%
5% 6%
44-year-old male
Response = 305 advisors.
Among financial advisors using specified social networks.
Among financial advisors using LinkedIn as their primary social networks.
Uses social media to build
referral network, brand,
and relationships
66%of LinkedIn users
use it to prospect for
new relationships
69%of Facebook users
use it to sustain
relationships

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Putnam Social Media Survey

  • 1. 50%of advisors say their company imposes no restrictions on location or device to access social media for business purposes Advisors say social media’s marketing role will increase because it’s a faster, more cost-effective way to reach clients. 58% at home 44% on mobile devices 85% at work THE SOCIAL ADVISOR Financial Advisors and Social Media: Making the Connection. Putnam Investments partnered with FTI Consulting to learn about the social media behavior of financial advisors. ACCESS GRANTED 49%of advisors acquired new clients Of those, 29%gained $1 million+ in new assets The typical financial advisor who uses social media on a daily basis Typical assets from new social media client: <$500K 10+ years of experience “If you want to work with 30-year-olds, you need to use social media. ” Top 5 reasons why advisors are increasing their use of LinkedIn ROOM FOR IMPROVEMENT COMPANY POLICIES MAKE LINKEDIN SOCIALLY ACCEPTABLE 66%of those who expect their use of LinkedIn to increase say their target audience is active on LinkedIn 22% want more education, training, and tools 81%of advisors using social media prefer LinkedIn for business 1% 8% 10% 75% of financial advisors use at least one social network for business 95% 31% 29% 21% USED IN THE PAST YEAR FOR BUSINESS PURPOSES CULTIVATING NEW CLIENTS 61% 42% 60% 58% USE HAS INCREASED YEAR-OVER-YEAR TOP USES DIFFER BY NETWORK Improve the effectiveness of referral network Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013). Conducted in partnership with FTI Consulting: Survey conducted by FTI Consulting Strategic Communications in July 2013 among 408 U.S.-based financial advisors. Data sources: FTI Consulting Strategic Communications financial advisor panel and Harris Interactive. Putnam Retail Management 283425 Cultivate specific prospective clients once they are identified Enhance current client relationships 67%of advisors use LinkedIn to cultivate clients by requesting introductions to new leads 93% of advisors can accept connections 87% may list their firm name on their profile 85% are permitted to access it at work 63%communicate with new leads 59% of advisors have increased usage because they now have a better understanding of how to leverage LinkedIn for business 66% 43% 28% 18% 35% 44% 20% 20% 44% 69% 28% 28% 39% want reduced compliance requirements Top LinkedIn activities for advisors 90%accept connections 76% request connections76%list firm name on profile 65% join groups 57%post content updates HOW ADVISORS USE SOCIAL MEDIA LINKEDIN IS OPEN FOR BUSINESS SOCIAL MEDIA IS HERE TO STAY The people I am trying to reach are active on this network.1 5 2 4 Book of business: <$150M Typical client portfolio: <$1M Fee-based independent broker/dealer ADDING CONNECTIONS AND ASSETS I now have a better understanding of how to best leverage this network for business. It has helped me achieve my desired results. 3 It is more suitable for my needs than a different social network. I have more of a business need to use it than before. Improve referral network Build brand identity Expand professional network 47% 9% 4% 4% 43% 13% 8% 5% 38% 7% 5% 6% 44-year-old male Response = 305 advisors. Among financial advisors using specified social networks. Among financial advisors using LinkedIn as their primary social networks. Uses social media to build referral network, brand, and relationships 66%of LinkedIn users use it to prospect for new relationships 69%of Facebook users use it to sustain relationships