The document discusses research into the differences between personal and professional social networks. It finds that while emotion plays a key role in both, personal networks are about reminiscing and fun, while professional networks have a purposeful and aspirational mindset focused on career goals. Specifically, professional networks value brand content that helps them improve professionally, while personal networks prioritize entertainment. The research recommends marketers recognize this mindset divide and frame how their brand can help users, aligning messages to the appropriate mindset in order to effectively engage audiences.

1. The Mindset Divide
Revealing how emotions
differ between personal and
professional networks

2. Emotion
plays a critical
role in marketing

3. 3
% of campaign strategies that report very
large profit gains
Emotional
Combined
Rational
0% 10% 20% 30%
source: IPA Effectiveness Awards
Research shows
that it drives
greater ROI

4. How does mindset differ between personal and
professional social networks around the world?
6,000+
12 markets
Personal networks Professional networks

5. Emotion plays a
key role in
BOTH
personal…
…and
professional
networks.
5

6. “Personal networking is for old
school buddies. For good
memories…parties.”
Personal networks are
about reminiscing and
having fun
6

7. “Professionally when I
network, it’s for information
to do my job better.”
Professional networks
are purposeful and
aspirational
7

8. Emotions on
professional networks
are just
below the surface
8

9. “Companies often forget they are selling to people.
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 Becher,
SAP Chief Marketing Officer
9

10. Different purpose drives different mindset
Personal Networks Professional Networks
“Spend Time”
“Invest Time”
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
10

11. Brand content is valued and expected in a professional
context
Personal Networks Professional Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
26% higher than
personal
1
2
3
11
“Spend Time” “Invest Time”

12. Professional users want brands that help them
improve; personal users want brands that entertain
Higher association with
‘professional’ networks
15%
10%
5%
4%
6%
10%
…improve myself professionally
…help me to make business decisions
…gain advice / recommendations
…express my personality
…follow personal interests
…meet my entertainment needs
Higher association with
‘personal’ social networks
I want to see brands that I use to:
12

13. Purposeful mindset drives sharing and influence
Share knowledge
with others
Be first
61% 65%
in the know
Share knowledge
with others
Be first
in the know
45%
39%
I consider myself likely to:
7% higher
15% higher
13

14. Top 5 tips to
optimize your marketing with the right mindset
14
Recognize the mindset divide
Frame how your brand helps users
Align your message to mindset and
emotion
Deliver insight your audience craves
Participate, share, listen – every day
1
2
3
4
5

15. Frame how your brand helps users

16. Align your opportunity to their mindset

17. Deliver insight and participate – every day
Professional Women’s Network
©2012 LinkedIn Corporation. All Rights Reserved.

18. Specificity drives engagement

19. Bridging online and offline relationships

20. From relationships to results
Brand
Consideration
+32%
Likely to
Recommend
+23%
100K+
members
2x more
engagement

21. marketing.linkedin.com/mindset
Thank You