The Mindset Divide: Spotlight on Content
 

The Mindset Divide: Spotlight on Content

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Where do you find trust on the Internet? Sounds like a hard question. But if you are reaching out to professionals, the content they consume as part of their careers (business & finance news, world ...

Where do you find trust on the Internet? Sounds like a hard question. But if you are reaching out to professionals, the content they consume as part of their careers (business & finance news, world events, updates on technology) is what they trust the most, according to a new study from Millward Brown Digital and LinkedIn. And, in that same study, we saw that they are increasingly finding that content on their professional social networks.

The professional content playbook: a preview

For modern marketers, social media represents a uniquely powerful opportunity to engage through content. But to take advantage, marketing strategies need to take into account professionals’ rules of engagement on social media. Revealed at Advertising Week Europe 2014 this week, here are some top tips for engaging professional audiences through content:

Deliver credible content in a trusted forum. Professional content is already among the most trusted content on the internet. LinkedIn is social media’s most trusted professional content platform, and that’s where your content needs to be to build credibility.

Use different social platforms for different roles. Build engagement, start debate and generate social validation on LinkedIn. Integrate it with Twitter and you can use this credibility to help content spread even faster.

Ensure you are reaching professionals across multiple devices. Professional content is consumed habitually throughout the day, at home even more often than in the office. Content delivery platforms that work across tablet and mobile greatly increase reach and influence.

Make sure your content pushes the right buttons for your platform. On LinkedIn, for instance, well-written pieces with editorial standards are vital.

Be timely – and anticipate the issues that matter. Being first to know is a driving force in professionals’ relationship to content; being ahead of the curve on emerging issues and opinions is even better.

Encourage your audience to go deeper. Once professionals start consuming content, they want more. Help them with links back to more in-depth content on your website or company page.

Invite comments and invite shares. The credibility of professional content hits the next level when it starts being shared extensively on social media. Invite comments on LinkedIn and that credibility grows far faster.

Consider different types of professional content. The professional audience is broader than you think – and so is the content that they value receiving. Mine insights on what your key audience members need – and what they are currently reading.

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The Mindset Divide: Spotlight on Content The Mindset Divide: Spotlight on Content Document Transcript

  • The Mindset Divide: Spotlight on Content2 THE MINDSET DIVIDE: SPOTLIGHT ON CONTENT In 2012 LinkedIn released The Mindset Divide, a groundbreaking study that revealed the essential distinction between our personal and professional selves. We looked at how our twin mindsets use different social platforms for different purposes and how marketers need to vary their tactics depending on whether they are targeting audiences in a personal or professional context. In 2014, with content marketing increasingly taking centre stage in marketing strategies, it was time to go back for a closer look at how the mindset divide influences how professionals engage with content. When we did so, we discovered a transformation in the role that social media plays in delivering that content. When it comes to news, ideas and information that helps professionals do their jobs better, audiences are now more likely to turn to social media than they are to use newspapers and radio. And they are almost as likely to get their content from social as they are to watch it on TV. Social media has truly arrived as a professional content platform. This matters hugely to both brand building and acquisition, because the amount of time that audiences spend consuming what they consider professional content is dramatically increasing. Content that engages the professional mindset is seen as inherently more trustworthy, and when it’s shared on social media its credibility and influence rapidly grows. Thanks in large part to mobile, tablets and multi-screening, the professional mindset is coming to dominate media consumption as a whole.
  • 3The Mindset Divide: Spotlight on Content KEY FINDINGS Professionals are gluttons for content, seeking it out throughout the day from coffee to couch, and far more likely to consume professional content at home than in the office. First and foremost, professional content is about knowledge. It includes news and current affairs but can also stretch to restaurant reviews, sports and style: anything that can enhance professionals’ identity, support their interactions or give them an insight-derived edge. And knowledge is too important to keep to working hours. Professionals are 60 per cent more likely to access professional content at home than they are in the office. Social media has transformed professional content consumption. It is powering a new professional content ecosystem. Mindset dictates trust and response, with professionals giving different roles to content from different social platforms and using different techniques to judge how trustworthy that content is. Professionals respond to content differently on different social platforms, with significant shifts in the importance attached to reading, sharing and commenting. Professional sharing boosts content’s value: across all social media platforms, professional content is significantly more trusted than other forms, and that trust increases further still when the content is shared. LinkedIn users are far more likely to post their own comments on content, adding greater social validation as it travels across their networks. LinkedIn is the natural home for professional content: It’s the social network that professionals trust to connect them to other professionals, and it’s increasingly the platform they trust to improve themselves through content as well. 1 2 3 4 5 6 7 8
  • The Mindset Divide: Spotlight on Content4 ABOUT THIS STUDY LinkedIn partnered with Millward Brown Digital to ask over 1,000 respondents about the content that they consider professionally valuable, the sources that they choose to access it from, the level of trust that they attach to it, and the times and contexts in which they choose to consume it. We also studied the behavioural clickstream of 300,000 UK consumers over a three-month period. The results paint a detailed picture of the role of content in professional lives and suggest clear strategies for how brands and businesses can use this passion for content to earn awareness, trust and influence. PROFESSIONALS ARE GLUTTONS FOR CONTENT Not so long ago, professional content was consumed at appointed times and in pre-packaged forms: the News at Six or Ten, listening to the Today Programme on the way to work, or taking some time with the morning papers over breakfast. But today’s professionals are rarely happy to let their content come to them. The professional mindset is to be the first in the know; which has been translated into habitual checking of content sources throughout the day. For 60% of professionals, 12 minutes of every hour spent online is taken up consuming professional content. Seven out of ten read, watch or listen to professional content online almost every day, substantially more than get their professional content fix from watching TV, listening to the radio or reading newspapers. Online (and increasingly mobile) access to professional content supports a compulsion to dig deeper into any subject that engages the professional mindset. Well over half of professionals agree that “when I read, watch and/or listen to professional content, I often find myself looking for more professional content.” When the initial content arrives through TV, radio or print, the natural next step is to dig deeper on digital platforms. CONTENT CONSIDERED RELEVANT TO WORK OR PROFESSIONAL INTERESTS “Professional content helps me be a better decision-maker” 36% “I like to be the first to receive and share professional content that others might find useful” 54% “I trust the credibility of professional content more than non-professional content” 56% “When I read, watch and / or listen to professional content, I often find myself continuing to look for more professional content” 57%
  • 5The Mindset Divide: Spotlight on Content FIRST AND FOREMOST, PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE When asked to define what professional content means to them, a third of participants in our study identified, advice on professional development and a third cited job opportunities in their industry. But for far, far more of them, professional content isn’t reading about careers – it’s about being in the know. Over half of those in the survey described current events and financial news as content relevant to their professional identity, and almost as many pointed to the importance of more company specific news and industry trends. Above all, it is this desire to be constantly connected to relevant events and developments that defines the professional mindset’s relationship to content. More than half of professionals agree that they like to be the first to receive and share professional content that others might find useful. The compulsion to stay ahead of the game encompasses other forms of knowledge as well. Close to a third devour articles and opinion pieces by industry experts, with 36% agreeing that professional content helps to make them a better decision-maker. And the study suggests that the net for professional content can be cast wider as well: science, technology and education are key subjects, with at least a quarter of professionals visiting content sites in these areas every week, and there are some that find relevant professional content amid coverage of sports, food and dining or culture and the arts. Almost one in five hunt down information on products and experiences that will enhance them as a professional. Owning the latest gadgets, knowing the best restaurants and bonding over match reviews can all provide some professionals with a valued edge. Professional content helps me be a better decision-maker 36% FACTORS IMPORTANT IN DETERMINING TRUSTED CONTENT Includes facts / figures that are properly cited Is delivered through a well-known and respected publication, news / radio channel or website Is well-written Can be easily applied to your everyday life Is authored / created by a well-respected journalist or personality Is shared or recommended by a family member or friend Is sponsored by a company or brand I trust Has been “liked” or shared by many people Has been read by many people 59% 55% 51% 37% 32% 22% 20% 13% 12%
  • The Mindset Divide: Spotlight on Content6 AND KNOWLEDGE IS TOO IMPORTANT TO KEEP TO WORKING HOURS The vast majority of professional content consumption takes place outside of working hours, at home. In fact, professionals are 60 per cent more likely to access professional content at home than they are in the office. More than three quarters consume professional content at home every month, whereas just less than half do so at work. The high proportion of content consumption taking place at home on tablets and smartphones enables professionals to multi-screen, consuming professional content online whilst the TV or radio news plays in the background. AT HOME 79% AT WORK 49% AT SCHOOL 3% DURING MY DAILY COMMUTE PROFESSIONALS SPEND 60% MORE TIME CONSUMING PROFESSIONAL CONTENT AT HOME THAN AT WORK WHILE TRAVELING (E.G. PLANE AIRPORT TRAIN) 13% 13% PROFESSIONAL CONTENT CONSUMPTION BY LOCATION
  • 7The Mindset Divide: Spotlight on Content SOCIAL MEDIA HAS TRANSFORMED PROFESSIONAL CONTENT CONSUMPTION More likely to deliver daily content to professionals than radio, newspapers or magazines and with only slightly less reach than TV, social media sites are the fastest growing publishing platforms used by professionals and absolutely fundamental to their content routines. Despite only recently developing as a content distribution channel, social media now delivers relevant content to 40% of professionals on an almost daily basis. And 17% of professionals check in with content on social media more frequently than that. This puts social media ahead of professional content stalwarts like Radio 4’s Today Programme with its 7 million professional listeners, or the Financial Times with its global readership of 2.2 million. And it makes social networks only slightly less influential than mainstream TV news. Integration with other online channels forms a key part of social media’s influence within the professional content space and makes social channels a natural destination for those looking to dig deeper into relevant subject matter. The business sections of news websites account for 40% of the source traffic and 35% of the destination traffic for social networks, as professionals use content as a starting point for discussions, share insights with others and respond to content-related updates on social media. SOURCE / DESTINATION TRAFFIC TO SOCIAL NETWORKS BY PROFESSIONAL CONTENT CATEGORIES FREQUENCY OF ACCESSING PROFESSIONAL CONTENT BY MEDIUM Online websites / e-mail TV programming / news Social media sites / apps Radio Print newspapers Print magazines Online podcasts 76% 59% 48% 45% 46% 39% 23% 6%34%35% 8%31%19% 8%23%17% 8%25%12% 7%27%11% 12%23%4% 6%14%3% Once a day or more often 1-6 days a week 1-3 times a month SOURCE DESTINATION 40% NEWS SITES: BUSINESS SECTION 35% 29% EDUCATION SITES 28% 23% TECHNOLOGY AND MEDIA SITES AND MAGAZINES 20% 14% TECHNOLOGY AND MEDIA BLOGS 17% 8% BUSINESS AND FINANCE SITES AND MAGAZINES 11% 7% BUSINESS AND FINANCE BLOGS 10%
  • The Mindset Divide: Spotlight on Content8 MINDSET DICTATES TRUST AND RESPONSE Professionals show very different levels of trust in content depending on whether it is relevant to their professional or personal persona – and whether it arrives through their personal or professional network. In general, the types of content that are considered more professionally relevant are also considered most credible: world news, business news, technology and science are trusted far more than celebrity gossip or entertainment coverage, for example. However, it’s also true that content will be judged differently depending on which social network a professional is using, and which mindset they are occupying at the time. Whilst being shared by friends or family is the key driver of trust on personal networks, content that arrives on professional networks is more likely to be judged on its merits – and is held to the higher standards traditionally associated with mainstream journalism. Prominent amongst these merits are the use of properly cited facts and figures and the fact that the content is well-written. Both characteristics feature amongst the most important trust factors for daily users of LinkedIn, but are far less important for those on Facebook or Twitter. Partly as a result, professional network users are more open to content from different sources, provided it meets their standards. A well-written piece may not get very far on Facebook or Twitter if it isn’t sponsored by a high-profile author or brand; it’s far more likely to be consumed, considered and recommended on LinkedIn. This open-minded approach to quality content on LinkedIn is a result of professionals’ faith in the network itself. Almost three-quarters of professionals describe LinkedIn as a trustworthy source of professional content, exactly double the proportion that trust Facebook. As a result, 69% access professional content on LinkedIn, compared to 50% on Facebook and 48% on Twitter. 0% 10% 20% 30% 0% 10% 20% 30% 40% 50% %THATCONSIDERTOPICPROFESSIONALCONTENT % THAT ACCESS TOPIC ONLINE Local, national and world news / current events Politics Sports Fashion / Beauty Entertainment / TV News Celebrity Gossip Health / Ftiness Food / Dining Home / Garden Education Technology Travel and Holidays Lifestyle / Arts Real estate / Property Business / Company / Finance News Science PERSONAL NETWORKS PROFESSIONAL NETWORKS More important for Professional than Personal: More important for Personal than Professional: Facts / figures that are properly cited Well-written Shared / recommended by family / friends BASIS OF TRUST TRAFFIC TO SOCIAL NETWORKS BY PROFESSIONAL CONTENT CATEGORIES SOCIAL NETWORK ASSOCIATION AS “A TRUSTWORTHY SOURCE OF PROFESSIONAL CONTENT” PROFESSIONAL CONTENT TRUST FACTORS PROFESSIONAL TOPICS OF INTEREST MORE IMPORTANT TRUST FACTORS • SHARED / RECOMMENDED BY FAMILY / FRIENDS • EASILY APPLIED TO DAILY LIFE • SPONSORED BY TRUSTED COMPANY / BRAND • “LIKED” / SHARED BY MANY • WELL-KNOWN / RESPECTED SOURCE MORE IMPORTANT TRUST FACTORS • AUTHORED BY WELL-RESPECTED JOURNALIST / PERSONALITY MORE IMPORTANT TRUST FACTORS • FACTS / FIGURES THAT ARE PROPERLY CITED • “LIKED” / SHARED BY MANY • WELL-WRITTEN • WELL-KNOWN / RESPECTED SOURCE • AUTHORED BY WELL-RESPECTED JOURNALIST / PERSONALITY DAILY TWITTER USERS: DAILY FACEBOOK USERS: DAILY LINKEDIN USERS: LESS IMPORTANT TRUST FACTORS • SHARED / RECOMMENDED BY FAMILY / FRIENDS LESS IMPORTANT TRUST FACTORS • AUTHORED BY WELL-RESPECTED JOURNALIST / PERSONALITY • FACTS / FIGURES THAT ARE PROPERLY CITED • WELL-WRITTEN LESS IMPORTANT TRUST FACTORS • WELL-WRITTEN • FACTS / FIGURES THAT ARE PROPERLY CITED • WELL-KNOWN / RESPECTED SOURCE • EASILY APPLIED TO DAILY LIFE 72% 37% 30%
  • 9The Mindset Divide: Spotlight on Content PROFESSIONALS RESPOND TO CONTENT DIFFERENTLY ON DIFFERENT SOCIAL PLATFORMS As with trust, professionals’ response to content varies hugely depending on which social media platform they are using, with significant shifts in engagement and the importance attached to reading, sharing and commenting on the content they receive. Professional content on Facebook typically invites only superficial engagement, with users more likely to “like” an item of content than they to actually read it. On LinkedIn and Twitter, users consume first and share later, yet a difference in emphasis remains. Twitter users prioritise speed of action, retweeting content before commenting on it in depth; LinkedIn users are far more likely to post their own comments, adding greater social validation as the content travels across their networks. PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE Sharing is fundamental to social media’s influence within the professional content ecosystem, and already trusted content acquires far greater credibility the more often it is shared. With 41% of professionals sharing specifically professional content, and the vast majority using social networks to do so (58% versus 44% for email), content that persuades them it needs to be passed on has a significant advantage when it comes to acquiring reach and influence. On both LinkedIn and Twitter (although far less than on Facebook) content that is liked or shared by many, or arrives from a trusted source, acquires significantly greater credibility. PROFESSIONAL CONTENT ACTION AFTER RECEIVING PROFESSIONAL CONTENT ON FACEBOOK… 1 2 3 4 5 6 “LIKE” THE POST CLICK ON OR READ THE PROFESSIONAL CONTENT COMMENT ON THE POST SHARE THE POST WITH AN INDIVIDUAL SHARE THE POST WITH MY ENTIRE NETWORK POST ABOUT PROFESSIONAL CONTENT AFTER RECEIVING PROFESSIONAL CONTENT ON TWITTER… CLICK ON OR READ LINK FROM THE TWEET RETWEET TWEETS FAVOURITE TWEETS REPLY TO TWEETS TWEET ABOUT PROFESSIONAL CONTENT 1 2 3 4 5 AFTER RECEIVING PROFESSIONAL CONTENT ON LINKEDIN… CLICK ON OR READ THE POST COMMENT ON THE POST “LIKE” THE POST SHARE THE POST WITH AN INDIVIDUAL SHARE THE POST WITH MY ENTIRE NETWORK POST ABOUT PROFESSIONAL CONTENT 1 2 3 4 5 6 69% 50% 48% SHARING OF ONLINE CONTENT BY PROFESSIONALS METHODS OF SHARING PROFESSIONAL CONTENT 4% 19% OTHER PRINTING THE ARTICLE TO SHARE 30% E-MAILING LINKS THROUGH THE WEBSITE WHERE YOU FOUND THE CONTENT 44% E-MAILING LINKS THROUGH YOUR OWN PERSONAL E-MAIL ACCOUNT 58% SHARING THROUGH A SOCIAL NETWORK VIA WEBSITE OR POSTING TO SOCIAL MEDIA SERVICE 41% PROFESSIONAL CONTENT
  • The Mindset Divide: Spotlight on Content10 THE PROFESSIONAL CONTENT PLAYBOOK For brands and businesses looking to reach and influence professionals, social media platforms represent the single greatest content marketing opportunity available. Their potential comes from their extensive and integrated role within the professional content ecosystem, the openness that professionals have for receiving content from different sources through them, and their immense potential for multiplying the reach and credibility of content through sharing. However, if they are to make effective use of content on social media, marketers must always be mindful of the different mindsets that their audience occupies when using different networks. They must tailor their approach both to the different ways in which content is valued and the different roles that professionals assign to their various social platforms. SOCIAL NETWORK ASSOCIATION WITH PROFESSIONAL CONTENT ATTRIBUTES AMONG FREQUENT / OCCASIONAL PROFESSIONAL USERS Place where I can get content that is relevant to my career / professional interests Platform where I expect to find professional content Effective platform on which to exchange professional ideas and interests Suitable place for me to share professional content Allows me to connect with professionals who I otherwise would not know LinkedIn Facebook Twitter 76% 47% 44% 71% 49% 46% 70% 48% 38% 69% 36% 31% 68% 44% 35%
  • 11The Mindset Divide: Spotlight on Content WHAT DOES THIS MEAN FOR MY CONTENT MARKETING? Ensure your content gets a hearing. LinkedIn is social media’s most trusted source of professional content – and the platform where your content is most likely to be judged on its merits. Deliver it to journalistic standards and your audience will give it the credit it deserves. Use different social platforms for different roles. Build engagement, start debate and generate social validation on LinkedIn. Integrate it with Twitter and you can use this credibility to help content spread even faster. Ensure you are reaching professionals across multiple devices. Professional content is consumed habitually throughout the day, at home far more often than in the office. Content delivery platforms that work across tablet and mobile greatly increase reach and influence. Be timely – and anticipate the issues that matter. Being first to know is a driving force in professionals’ relationship to content; being ahead of the curve on emerging issues and opinions is even better. Sharing content from trusted sources is a very effective means of building credibility – but you need to be among the first to do so. Encourage your audience to go deeper. Once professionals start consuming content, they want more. Help them with links back to more in-depth content on your website or company page. Invite comments and invite shares. The credibility of professional content hits the next level when it starts being shared extensively on social media. Invite comments on LinkedIn and that credibility grows far faster. Consider different types of professional content. The professional audience is broader than you think – and so is the content that they value receiving. Source insights on what your key audience members need – and what they are currently reading. LINKEDIN IS THE NATURAL HOME FOR PROFESSIONAL CONTENT LinkedIn is by some distance the social media platform most closely associated with professional content, and most trusted to deliver it. For 69% or professionals, it’s the “Platform where I expect to find professional content” and for 68% it’s “the place where I can get content that’s relevant to my career and professional interests. Significantly, it’s also the environment in which professionals feel most comfortable sharing professional content. When asked which social media platforms were a suitable environment for exchanging such content, 71% named LinkedIn compared to 49% for Facebook and 46% for Twitter.
  • http://lnkd.in/spotlight #mindsetdivide