Are you a finance marketer looking to reach small and medium-sized businesses (SMBs)? Learn how you can engage them on social media. We will reveal our latest research with TNS, "Priming the Economic Engine," where you'll learn: -- What content SMBs are actively searching for on social media -- How SMBs are using social media to inform finance-related decisions -- Best practices for finance marketers to impact SMB's decision making Use the information in this SlideShare presentation to start building relationships with these high-growth companies.

1. Commissioned study
conducted by:
How to Engage SMBs with
Content on Social Media
Dial-in: 866-469-3239
Access Code: 926 806 524
Password: areyouin
Twitter: @LinkedInMktg
1

2. ©2013 LinkedIn Corporation. All Rights Reserved. 2
Jake Raroque
Insights Manager
LinkedIn
Jennifer Grazel
Global Head of Category Development
Financial Services
LinkedIn

3. Why should you care about SMBs?
©2013 LinkedIn Corporation. All Rights Reserved. 3
SMBs contribute $5.5
trillion in annual revenue
(Source: Dun and Bradstreet)
Small businesses
create seven of every
ten new jobs.
(Source: SBA Office of Advocacy)
Young firms in
growth mode are the
largest contributors
to job growth.
(Source: Goldman Sachs)
1
23

4. They’re optimistic about 2014 and focused on
marketing
4
8 in 10
think 2014 will be
better than 20131
41%
say increasing marketing
and brand presence is their
top business priority1
10.7%
YoY increase in
marketing budgets2
1 - RocketLawyer, 2013 Semi-Annual Small Business Survey
2 - Borrell Associates, Dec. 2013

5. We wanted to understand how and
why SMBs use social media
DEFINING
SMBs
Small
$1M to $9.9M USD
Medium
$10M to $49.9M USD
998 Small and Medium Businesses surveyed in the
US and Canada
©2013 LinkedIn Corporation. All Rights Reserved. 5

6. Key Findings
6
There is a prime opportunity for financial companies to
influence SMBs on social media – especially on LinkedIn
There is a strong correlation between increased social media
spend and hyper growth
Social media: ideal for marketing, but also for learning

7. 7
Social media:
ideal for marketing,
but also for learning

8. 8 out of 10 SMBs use social media for their business
8
81%of SMBs are Current
Users of Social Media
9%
are Future
Users

9. Among social media users,
nearly all use it for marketing
TOP MARKETING
REASONS*
Maintain a company
presence and identity
Generate word-of-mouth
Deliver content and new
information about
company
Advertise to help
increase awareness
Advertise to generate
new leads
1
2
3
9
4
5
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
Use Social Media for
Marketing Needs
94%

10. The reason? Social media addresses their #1 challenge
©2013 LinkedIn Corporation. All Rights Reserved.
65%
State that attracting
new customers is
their top business
challenge
61%Find social media useful
in gaining new customers
10

11. Half also use social media to
learn and share resources
TOP REASONS FOR
LEARNING*
Access a network of
peers to ask questions
Learn from experts in
my industry
Obtain insights or best
practices
Find information and
opinions to answer my
questions
1
2
3
Use Social Media for
Learning
49%
11
4
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses

12. 12
Strong correlation between
increased social media spend
and hyper growth

13. The majority of SMBs are growing and one in six are
in hyper growth mode
13Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
GROWTH
Increase in Overall Revenue
Compared to Last Year
48%
36%
16%
NON-GROWTH
Decrease/No Change in
overall revenue YoY
HYPER GROWTH
Significant Increase in Overall
Revenue YoY

14. Hyper growth and increased spend on social media
are strongly correlated
14©2013 LinkedIn Corporation. All Rights Reserved.
Report Increased Social Media Spend
Hyper Growth
73%
Non-Growth
42%

15. 47%
57%
59%
72%
73%
Social media is a top channel where SMBs in hyper
growth have increased spend
Base: Current Social Media Users
©2013 LinkedIn Corporation. All Rights Reserved.
15
% of Hyper Growth SMBs Reporting Increased Spend
Social Media and Social Ads
Email Marketing
Events
Online Ads
Offline Ads

16. SMBs in hyper growth find social media to be very
effective in achieving key marketing goals
©2013 LinkedIn Corporation. All Rights Reserved.
% Reporting That Social Media Is Effective For...
WORD-OF
-MOUTH
CONTENT
MARKETING
LEAD
GENERATION
BRANDING
90%
Maintaining a
company presence &
identity
88%
Generating word-of-
mouth about a
company
89%
Delivering content &
information about
company
82%
Advertising to
generate new leads
16

17. 17
Social media is one of the most
influential touch points when SMBs
choose a financial service provider

18. Over two-thirds of SMBs on social
media use it for financial services
TOP REASONS*
Keep up-to-date on financial
trends
Gather preliminary financial
information
Seek advice on a financial
decision
Evaluate or re-think a
previous financial decision
Recommend a financial
product to others
1
2
3
4
5
Have Used Social Media
for Finance-Related
Reasons
68%
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
18

19. Top 6 Actions As A Result of Hearing on Social Media
0504
01
Conducted additional research
on a financial product
06
Asked a financial professional for
additional info
Shared information about
financial trends, products
Discussed a financial product with
a friend or colleague
02
Learned of a new financial
company
03
Learned of a new financial
product
Social media triggers SMBs to learn more about
financial products and companies
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
19

20. Among SMBs who use social media for both discovery
and consideration, almost all are driven to action
20©2013 LinkedIn Corporation. All Rights Reserved.
Path to Purchase
DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Seek advice/info to make a
purchase
DRIVEN TO ACTION
(Learn / Discuss /
Purchase)
93%

21. ...and about two in five are driven to purchase
21©2013 LinkedIn Corporation. All Rights Reserved.
Path to Purchase
DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Seek advice/info to make a
purchase
DRIVEN TO PURCHASE
37%

22. 29%
22%
21%
20%
16%
There is a significant opportunity for financial service
providers to cater to SMBs’ unmet needs
22
*Base:: Current Social Media Users
**Base: Those who expected info
Top 5 Types of Finance Content expected on social but not received*
Best practices, how-to guides, checklists
New innovation and technology developments
New product information
Company background
Industry news/strategy information

23. 23
In the path to purchase for financial
services, SMBs consider LinkedIn to be
one of the most trusted platforms

24. LinkedIn is the destination SMBs are most receptive
to learning about financial products
24*Base: Current Users of Each Social Media Site
Openness to Receiving Financial Information
On Social Media Sites*
57% 49% 47% 47% 45% 38%
of hyper growth companies are
receptive to finance content on LinkedIn
69%

25. Only LinkedIn provides the 4 C’s
25
CREDIBILITY
Nearly 3 in 4 agree LinkedIn allows them to
build credibility.
CONNECTION
Over 2 in 3 agree LinkedIn lets them connect
with vendors or potential partners.
CONTEXT
Over 2 in 3 agree LinkedIn provides a relevant
context to promote and advertise their
company.
COMMUNITY
Nearly 2 in 3 agree LinkedIn provides access
to a broader community of other companies to
seek opinions.

26. ...providing a valuable resource across different
activities in the SMB value chain
*Base: LinkedIn Users. 26
Open
Innovation
Marketing
& Sales
Sourcing
Customer
Service

27. Build relationships through multiple touch points on
LinkedIn
Build your followers
Encourage referrals and
recommendations
Provide real-time
assistance
Build communityPublish thought
leadership
LIKE
▪
SHARE
▪
COMMENTFOLLOW
INMAIL
SPONSORED
UPDATES
27
GROUPS

28. Building community by leveraging LinkedIn
data
©2013 LinkedIn Corporation. All Rights Reserved. 28
SPOTLIGHT
AD
API

29. Targeting small business owners with
Sponsored Updates
©2013 LinkedIn Corporation. All Rights Reserved. 29
SPONSORED
UPDATES

30. Demonstrating expertise and commitment
to customers with Groups
©2013 LinkedIn Corporation. All Rights Reserved. 30
GROUPS
DISPLAY

31. Best practices for marketers
©2013 LinkedIn Corporation. All Rights Reserved. 31
Enable learning throughout each phase of the purchase path
Target hyper growth companies
Build your credibility by facilitating open dialogue with SMBs
Fulfill unmet content needs
Provide resources for the entire SMB value chain

32. 32
Questions?
Read the whitepaper
for more info

33. 33
Visit our new Small Business Resource Center
smallbusiness.linkedin.com