The Mindset DivideRevealing how emotions differbetween personal andprofessional networks
Emotionplays a criticalrole in marketing
% of campaign strategies that report very                       large profit gains                           Emotional    ...
“Perhaps one of the biggest myths in B2Bbranding is that the nature of the decisionprocess is so rational that emotions do...
Emotion plays akey role in BOTHpersonal…                       …and                       professional                    ...
“Personal networking is for old       Personal networks are school buddies. For good old          memories…parties.”      ...
“Professionally when I          Professional networksnetwork, it’s for information     to do my job better.”              ...
Emotions onprofessional networks             are just    below the surface                        8
“B-to-B companies often forget they are sellingto people not big glass buildings. It doesn’tmatter if the product is soft ...
Different purposes drive different mindsets                           Personal Networks                           Professi...
Companies are expected to participate on professionalnetworks                        Personal Networks                    ...
Professional networks want brands that help them improve;   personal networks want brands that entertain                  ...
This purposeful mindset results in more influencers on professionalnetworks                           I consider myself li...
Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divide                         1Frame how...
Frame how your brand helps users gain knowledgeand success  50 followers                                12,000 followers, ...
Engage information-hungry influencers withexclusive information     Average     LinkedIn     Member                6   Mor...
Match your message to the user mindset         Professional Women’s Network                                               ...
Build meaningful relationships byparticipating, sharing, and listening                                                NYC ...
Thank You
Appendix
Methodology
First global study on social mindsetQual & Quant: 6,000+ social network users                                            Q...
To help marketers understand how to leverage the strengths of each  platform              More Personal Connections       ...
Casual activities rank higher on personal networks; purposeful driversare higher on professional                  37%     ...
Do you keep your networksseparate?        25
Keeping personal and professional contacts separate is cruciallyimportant on personal networks                            ...
On professional networks, the distinction is more blurred, especially in  India                                           ...
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The mindset divide full ppt deck

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The mindset divide full ppt deck

  1. 1. The Mindset DivideRevealing how emotions differbetween personal andprofessional networks
  2. 2. Emotionplays a criticalrole in marketing
  3. 3. % of campaign strategies that report very large profit gains Emotional CombinedResearch showsthat it can lead to Rationalgreater ROI 0% 10% 20% 30% 3 source: IPA Effectiveness Awards
  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 4
  5. 5. Emotion plays akey role in BOTHpersonal… …and professional networks. 5
  6. 6. “Personal networking is for old Personal networks are school buddies. For good old memories…parties.” about reminiscing and having fun 6
  7. 7. “Professionally when I Professional networksnetwork, it’s for information to do my job better.” are purposeful and aspirational 7
  8. 8. Emotions onprofessional networks are just below the surface 8
  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 9
  10. 10. Different purposes drive different mindsets Personal Networks Professional Networks Socialize 1 Maintain professional identity Stay in touch 2 Make useful contacts Be entertained 3 Search for opportunities Kill time 4 Stay in touch Share content 5 Keep up to date for career “Spend Time” “Invest Time” Source: Q10a– Information to receive 10 Base: Professional SN users (5204) Personal SN users (8692)
  11. 11. Companies are expected to participate on professionalnetworks Personal Networks Professional Networks Info on friends Career info 1 Info on personal interests Updates on brands 2 Entertainment updates Current affairs 3 “Spend Time” “Invest Time” 26% higher than personal Source: Q10a– Information to receive 11 Base: Professional SN users (5204) Personal SN users (8692)
  12. 12. Professional networks want brands that help them improve; personal networks want brands that entertain I want to see brands that I use to: …improve myself professionally 15% …help me to make business decisions 10% Higher association with ‘professional’ networks …gain advice / recommendations 5% …express my personality 4% Higher association with …follow personal interests 6% ‘personal’ social networks…meet my entertainment needs 10% Source: Q23 – Types of brands / products / companies would expect to see on site 12 | Normalised data | Base: Professional (n=5204) Personal (n=8692)
  13. 13. This purposeful mindset results in more influencers on professionalnetworks I consider myself likely to:Share knowledge Share knowledgewith others with others 65% 61% 7% higher 39% 45% Be first 15% higher Be first in the know in the know 13
  14. 14. Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divide 1Frame how your brand helps buildknowledge and success 2Engage information-hungryinfluencers 3Align your brand with emotion 4Build meaningful relationships byparticipating, sharing and listening. 5 14
  15. 15. Frame how your brand helps users gain knowledgeand success 50 followers 12,000 followers, 240x increase in just 5 weeks
  16. 16. Engage information-hungry influencers withexclusive information Average LinkedIn Member 6 More likely to share updates with their network Influencers 6 More likely to follow companies 9 More likely to create content within Groups 16
  17. 17. Match your message to the user mindset Professional Women’s Network 54K Total Members 47% Higher Unaided Brand Awareness 2.5X More Engagement than Avg. 17
  18. 18. Build meaningful relationships byparticipating, sharing, and listening NYC Connect Meet-up “What impressed me the most was the strong bond forged among the women, although most only connected online a few months ago.” - Linda Descano President and CEO of Women & Co. 18
  19. 19. Thank You
  20. 20. Appendix
  21. 21. Methodology
  22. 22. First global study on social mindsetQual & Quant: 6,000+ social network users Qual and Quant • US • Brazil • UK • India • Singapore Quant only • Canada • Netherlands • France • Italy • Spain • Germany • Australia 22
  23. 23. To help marketers understand how to leverage the strengths of each platform More Personal Connections More Professional Connections 25% Linked In 56% 32% Viadeo 47% 26% Xing 52% Professional Networks 32% BranchOut 41% 39% BeKnown 37% 64% Twitter 15% 71% Pinterest 13%PersonalNetworks 77% Facebook 8% 81% Orkut 7% Source: Q6c Personal / professional overlap by market 23 Base: by each brand
  24. 24. Casual activities rank higher on personal networks; purposeful driversare higher on professional 37% high er 93% 57% high er 68% 71% 46% Personal Professional Professional Personal Networks Networks Networks Networks Casual Purposeful “Spend Time” “Invest Time”Source: Q11– Why do you typically use the following websites? I typically tend to use… to… 24Base: Users of each platform
  25. 25. Do you keep your networksseparate? 25
  26. 26. Keeping personal and professional contacts separate is cruciallyimportant on personal networks Personal Networks 77% gap 43% gap 26 Source: Q6c – Overlap of personal and professional connections
  27. 27. On professional networks, the distinction is more blurred, especially in India Professional NetworksPeople use the differentplatforms simultaneouslyfor different purposes. 37% gap 10% gapThe degree of separationdiffers by market / region. 27 Source: Q6c – Overlap of personal and professional connections

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