The Mindset Divide
Revealing how emotions differ
between personal and
professional networks
Emotion
plays a critical
role in marketing
% of campaign strategies that report very
large profit gains

Emotional
Combined
Research shows
that it can lead to

Ratio...
“Perhaps one of the biggest myths in B2B
branding is that the nature of the decision
process is so rational that emotions ...
Emotion plays a
key role in
BOTH
personal…

…and
professional
networks.

5
“Personal networking is for old
school buddies. For good old
memories…parties.”

Personal networks are
about reminiscing a...
“Professionally when I
network, it’s for information
to do my job better.”

Professional networks
are purposeful and
aspir...
Emotions on
professional networks
are just
below the surface

8
“B-to-B companies often forget they are
selling to people not big glass buildings. It
doesn’t matter if the product is sof...
Different purposes drive different mindsets

Personal Networks

Professional Networks

Socialize

1

Maintain professional...
Companies are expected to participate on professional
networks

Personal Networks

Professional Networks

Info on friends
...
Professional networks want brands that help them improve;
personal networks want brands that entertain
I want to see brand...
This purposeful mindset results in more influencers on
professional networks
I consider myself likely to:

Share knowledge...
Top 5 tips to

optimize your marketing with the right mindset

1

Recognize the mindset divide

Frame how your brand helps...
Frame how your brand helps users gain
knowledge and success

50 followers
at start

12,000 followers,
5 weeks later

240x
...
Engage information-hungry influencers with
exclusive information

Average
LinkedIn
Member

6x
Influencers

More likely to ...
Match your message to the user mindset

Professional Women’s Network

54K
Total Members

47%
Higher Unaided Brand Awarenes...
Build meaningful relationships by participating,
sharing, and listening

NYC Connect Meet-up
“What impressed me the most
w...
Thank You
Appendix
Methodology
First global study on social mindset
Qual & Quant: 6,000+ social network users

Qual and Quant
•
•
•
•
•

US
Brazil
UK
Ind...
To help marketers understand how to leverage the
strengths of each platform

More Personal Connections

More Professional ...
Casual activities rank higher on personal networks;
purposeful drivers are higher on professional

37% higher

93%

57% hi...
Do you keep your networks
separate?

25
Keeping personal and professional contacts separate
is crucially important on personal networks
Personal Networks
90

83

...
On professional networks, the distinction is more
blurred, especially in India
90

Professional Networks

80
70
60

People...
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The Mindset Divide - personal vs professional networks

  1. 1. The Mindset Divide Revealing how emotions differ between personal and professional networks
  2. 2. Emotion plays a critical role in marketing
  3. 3. % of campaign strategies that report very large profit gains Emotional Combined Research shows that it can lead to Rational greater ROI 0% 10% 20% source: IPA Effectiveness Awards 30% 3
  4. 4. “Perhaps one of the biggest myths in B2B branding is that the nature of the decision process is so rational that emotions do not really play a significant role.” - Kevin Lane Keller & Philip Kotler 4
  5. 5. Emotion plays a key role in BOTH personal… …and professional networks. 5
  6. 6. “Personal networking is for old school buddies. For good old memories…parties.” Personal networks are about reminiscing and having fun 6
  7. 7. “Professionally when I network, it’s for information to do my job better.” Professional networks are purposeful and aspirational 7
  8. 8. Emotions on professional networks are just below the surface 8
  9. 9. “B-to-B companies often forget they are selling to people not big glass buildings. It doesn’t matter if the product is soft drinks or software – creating real, human, emotional connections is the only way to build trusted relationships and inspire 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” Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) “Invest Time” 10
  11. 11. Companies are expected to participate on professional networks Personal Networks Professional Networks Info on friends 1 Career info Info on personal interests 2 Updates on brands Entertainment updates 3 Current affairs “Spend Time” “Invest Time” 26% higher than personal Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) 11
  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% …gain advice / recommendations 5% …express my personality 4% …follow personal interests 6% …meet my entertainment needs Higher association with ‘professional’ networks 10% Source: Q23 – Types of brands / products / companies would expect to see on site | Normalised data | Base: Professional (n=5204) Personal (n=8692) Higher association with ‘personal’ social networks 12
  13. 13. This purposeful mindset results in more influencers on professional networks I consider myself likely to: Share knowledge with others Share knowledge with others 65% 61% Be first in the know 7% higher 39% 45% 15% higher Be first in the know 13
  14. 14. Top 5 tips to optimize your marketing with the right mindset 1 Recognize the mindset divide Frame how your brand helps build knowledge and success Engage information-hungry influencers Align your brand with emotion Build meaningful relationships by participating, sharing and listening. 2 3 4 5 14
  15. 15. Frame how your brand helps users gain knowledge and success 50 followers at start 12,000 followers, 5 weeks later 240x increase in just 5 weeks
  16. 16. Engage information-hungry influencers with exclusive information Average LinkedIn Member 6x Influencers More likely to share updates with their network 6x More likely to follow companies 9x 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 by participating, 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 mindset Qual & 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% 56% 32% Viadeo 47% 26% Xing 52% 32% BranchOut 41% 39% BeKnown 37% 64% Personal Networks Linked In Twitter 71% Pinterest 77% Facebook 8% 81% Orkut 7% Source: Q6c Personal / professional overlap by market Base: by each brand Professional Networks 15% 13% 23
  24. 24. Casual activities rank higher on personal networks; purposeful drivers are higher on professional 37% higher 93% 57% higher 68% 71% 46% Personal Networks Professional Networks Professional Networks Personal Networks Casual Purposeful “Spend Time” “Invest Time” Source: Q11– Why do you typically use the following websites? I typically tend to use… to… Base: Users of each platform 24
  25. 25. Do you keep your networks separate? 25
  26. 26. Keeping personal and professional contacts separate is crucially important on personal networks Personal Networks 90 83 80 80 77 76 76 76 73 75 70 70 66 65 57 60 77% gap 50 % with more personal connections 40 43% gap % with more professional connections 30 20 10 6 8 7 9 9 10 9 12 11 13 14 6 0 Source: Q6c – Overlap of personal and professional connections 26
  27. 27. On professional networks, the distinction is more blurred, especially in India 90 Professional Networks 80 70 60 People use the different platforms simultaneously for different purposes. 59 59 56 56 58 55 53 47 50 47 49 46 10% gap 40 The degree of separation differs by market / region. 45 37% gap 33 30 26 22 23 24 26 26 25 27 35 28 21 20 % with more personal connections 10 % with more professional connections 0 Source: Q6c – Overlap of personal and professional connections 27

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