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The Mindset Divide

Do personal and professional social networks involve different mindsets? You bet. Consumers “spend” time on personal networks, but “invest” time on professional networks. Hear these and other insights from groundbreaking research by LinkedIn and TNS.

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The Mindset Divide

  1. 1. The Mindset Divide:Revealing the Emotional Differences BetweenPersonal and Professional Networks
  2. 2. Nick NyhanChief Digital OfficerKantar@nick9nyc #inBC12Christina JenkinsEMEA Insights LeadLinkedIn@chrgoolondon
  3. 3. The Mindset DivideRevealing howemotions differbetween personaland professionalnetworks
  4. 4. Three key takeaways from this researchPower of emotion 1Mindset differs by network 2People want to hear frombrands on professional sites 3 4
  5. 5. Emotion playsa key role inBOTHpersonal… …and professional networks.
  6. 6. “Personal networking is for Personal networks old school buddies…good are about old memories…parties.” reminiscing and having fun
  7. 7. “Professionally when I Professionalnetwork, it’s for information networks are to do my job better.” purposeful and aspirational
  8. 8. EASCI needs to clean up small words even more Emotions on professionalnetworks are justbelow the surface
  9. 9. What are the top 5 reasons people usesocial networks? 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 9 Base: Professional SN users (5204) Personal SN users (8692)
  10. 10. What are the top 3 content types peopleexpect? 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” dd 26% higher Source: Q10a– Information to receive than personal Base: Professional SN users (5204) Personal SN users (8692)
  11. 11. Frame how your brand helps users gainknowledge and success50 followers 12,000 followers at start 5 weeks later 240x increase in just 5 weeks
  12. 12. Top 3 tips to optimize your marketing with theright mindsetRecognize the separation betweenpersonal & professional networks. 1Align your brand with emotionby matching your message to 2the user mindset.Frame how your brand helpsusers gain knowledge and 3success on professional network. 12
  13. 13. Thank
  14. 14. LinkedIn Confidential ©2013 All Rights Reserved