The Mindset DivideRevealing how emotions differbetween personal andprofessional networks
Emotionplays a criticalrole in marketing
3EmotionalCombinedRational% of campaign strategies that report verylarge profit gains0% 10% 20% 30%source: IPA Effectivene...
4“Perhaps one of the biggest myths in B2Bbranding is that the nature of the decisionprocess is so rational that emotions d...
5Emotion plays akey role in BOTHpersonal……andprofessionalnetworks.
6“Personal networking is for oldschool buddies. For good oldmemories…parties.”Personal networks areabout reminiscing andha...
7“Professionally when Inetwork, it’s for informationto do my job better.”Professional networksare purposeful andaspirational
8Emotions onprofessional networksare justbelow the surface
9“B-to-B companies often forget they are sellingto people not big glass buildings. It doesn’tmatter if the product is soft...
10“Spend Time”Professional NetworksPersonal Networks“Invest Time”Source: Q10a– Information to receiveBase: Professional SN...
11Professional NetworksPersonal NetworksCareer infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interes...
12Source: Q23 – Types of brands / products / companies would expect to see on site | Normalised data | Base:Professional (...
Share knowledgewith othersBe firstin the knowShare knowledgewith othersBe firstin the know61%65%45%39%This purposeful mind...
14Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divideAlign your brand with emotionEnga...
Frame how your brand helps users gain knowledgeand success50 followers 12,000 followers,240xincrease in just 5 weeks
16More likely to create content within GroupsMore likely to followcompaniesMore likely to share updates with theirnetwork6...
17.2 5X.More Engagement than Avg’Professional Women s Network%47Higher Unaided BrandAwareness54KTotal MembersMatch your me...
18“What impressed me the mostwas the strong bond forgedamong the women, althoughmost only connected online afew months ago...
Thank You
Appendix
Methodology
22Qual and Quant• US• Brazil• UK• India• SingaporeQuant only• Canada• Netherlands• France• Italy• Spain• Germany• Australi...
23To help marketers understand how to leverage the strengths of eachplatformSource: Q6c Personal / professional overlap by...
2437%higher57%higher71%ProfessionalNetworks46%PersonalNetworksCasual activities rank higher on personal networks; purposef...
25Do you keep your networksseparate?
26Source: Q6c – Overlap of personal and professional connections77% gap43% gapPersonal NetworksKeeping personal and profes...
27Source: Q6c – Overlap of personal and professional connections37% gap10% gapProfessional NetworksPeople use the differen...
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The Mindset Divide (full ppt deck) by Linkedin

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The Mindset Divide (full ppt deck) by Linkedin

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The Mindset Divide (full ppt deck) by Linkedin

  1. 1. The Mindset DivideRevealing how emotions differbetween personal andprofessional networks
  2. 2. Emotionplays a criticalrole in marketing
  3. 3. 3EmotionalCombinedRational% of campaign strategies that report verylarge profit gains0% 10% 20% 30%source: IPA Effectiveness AwardsResearch showsthat it can lead togreater ROI
  4. 4. 4“Perhaps one of the biggest myths in B2Bbranding is that the nature of the decisionprocess is so rational that emotions do notreally play a significant role.”- Kevin Lane Keller & Philip Kotler
  5. 5. 5Emotion plays akey role in BOTHpersonal……andprofessionalnetworks.
  6. 6. 6“Personal networking is for oldschool buddies. For good oldmemories…parties.”Personal networks areabout reminiscing andhaving fun
  7. 7. 7“Professionally when Inetwork, it’s for informationto do my job better.”Professional networksare purposeful andaspirational
  8. 8. 8Emotions onprofessional networksare justbelow the surface
  9. 9. 9“B-to-B companies often forget they are sellingto people not big glass buildings. It doesn’tmatter if the product is soft drinks or software –creating real, human, emotional connections isthe only way to build trusted relationships andinspire advocacy.”Jonathan D. Becher,SAP Chief Marketing Officer
  10. 10. 10“Spend Time”Professional NetworksPersonal Networks“Invest Time”Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)Different purposes drive different mindsets12345SocializeStay in touchBe entertainedKill timeShare contentMaintain professional identityMake useful contactsSearch for opportunitiesStay in touchKeep up to date for career
  11. 11. 11Professional NetworksPersonal NetworksCareer infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interestsEntertainment updatesSource: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)Companies are expected to participate on professionalnetworks26% higher thanpersonal123“Spend Time” “Invest Time”
  12. 12. 12Source: Q23 – Types of brands / products / companies would expect to see on site | Normalised data | Base:Professional (n=5204) Personal (n=8692)Higher association with‘professional’ networks15%10%5%4%6%10%…express my personality…follow personal interests…meet my entertainment needs…improve myself professionally…help me to make business decisions…gain advice / recommendationsHigher association with‘personal’ social networksProfessional networks want brands that help them improve;personal networks want brands that entertainI want to see brands that I use to:
  13. 13. Share knowledgewith othersBe firstin the knowShare knowledgewith othersBe firstin the know61%65%45%39%This purposeful mindset results in more influencers on professionalnetworksI consider myself likely to:7% higher15% higher13
  14. 14. 14Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divideAlign your brand with emotionEngage information-hungryinfluencersFrame how your brand helps buildknowledge and successBuild meaningful relationships byparticipating, sharing and listening.12345
  15. 15. Frame how your brand helps users gain knowledgeand success50 followers 12,000 followers,240xincrease in just 5 weeks
  16. 16. 16More likely to create content within GroupsMore likely to followcompaniesMore likely to share updates with theirnetwork669InfluencersAverageLinkedInMemberEngage information-hungry influencers withexclusive information
  17. 17. 17.2 5X.More Engagement than Avg’Professional Women s Network%47Higher Unaided BrandAwareness54KTotal MembersMatch your message to the user mindset
  18. 18. 18“What impressed me the mostwas the strong bond forgedamong the women, althoughmost only connected online afew months ago.”- Linda DescanoPresident and CEO of Women & Co.-NYC Connect Meet upBuild meaningful relationships by, ,participating sharing and listening
  19. 19. Thank You
  20. 20. Appendix
  21. 21. Methodology
  22. 22. 22Qual and Quant• US• Brazil• UK• India• SingaporeQuant only• Canada• Netherlands• France• Italy• Spain• Germany• AustraliaFirst global study on social mindsetQual & Quant: 6,000+ social network users
  23. 23. 23To help marketers understand how to leverage the strengths of eachplatformSource: Q6c Personal / professional overlap by marketBase: by each brandProfessionalNetworksPersonalNetworksMore Personal Connections56%47%52%41%37%25%32%26%32%39%64%71%77%81%Linked InViadeoXingBranchOutBeKnownTwitterPinterestFacebookOrkut15%13%8%7%More Professional Connections
  24. 24. 2437%higher57%higher71%ProfessionalNetworks46%PersonalNetworksCasual activities rank higher on personal networks; purposeful driversare higher on professional68%ProfessionalNetworks93%PersonalNetworksCasual“Spend Time”Purposeful“Invest Time”Source: Q11– Why do you typically use the following websites? I typically tend to use… to…Base: Users of each platform
  25. 25. 25Do you keep your networksseparate?
  26. 26. 26Source: Q6c – Overlap of personal and professional connections77% gap43% gapPersonal NetworksKeeping personal and professional contacts separate is cruciallyimportant on personal networks
  27. 27. 27Source: Q6c – Overlap of personal and professional connections37% gap10% gapProfessional NetworksPeople use the differentplatforms simultaneouslyfor different purposes.The degree of separationdiffers by market / region.On professional networks, the distinction is more blurred, especially inIndia

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