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