linked in study: personal vs professional networks
TRANSCRIPT
The Mindset Divide Revealing how emotions differ between personal and professional networks
Emotion plays a critical role in marketing
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Emotional
Combined
Rational
% of campaign strategies that report very large profit gains
0% 10% 20% 30%
source: IPA Effectiveness Awards
Research shows that it drives greater ROI
How does mindset differ between personal and professional social networks around the world?
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Personal networks Professional networks
6,000+ 12 markets
Emotion plays a key role in BOTH personal…
…and professional networks.
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“Personal networking is for old school buddies. For good
memories…parties.”
Personal networks are about reminiscing and having fun
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“Professionally when I network, it’s for information
to do my job better.”
Professional networks are purposeful and aspirational
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Emotions on professional networks
are just below the surface
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“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
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“Spend Time”
Professional Networks Personal Networks
“Invest Time”
Different purpose drives different mindset
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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
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Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692)
Professional Networks Personal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692)
Brand content is valued and expected in a professional context
26% higher than personal
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3
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“Spend Time” “Invest Time”
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 ‘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 users want brands that help them improve; personal users want brands that entertain
I want to see brands that I use to:
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Share knowledge with others
Be first in the know
Share knowledge with others
Be first in the know
61% 65%
45%
39%
Purposeful mindset drives sharing and influence
I consider myself likely to:
7% higher
15% higher
13 Source: P5 – Attitudes to content and consumption Base: Professional SN users (5204) Personal SN users (8692)
Top 5 tips to optimize your marketing with the right mindset
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Recognize the mindset divide
Deliver insight your audience craves
Align your message to mindset and emotion
Frame how your brand helps users
Participate, share, listen – every day
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Frame how your brand helps users
Align your opportunity to their mindset
©2012 LinkedIn Corporation. All Rights Reserved.
Deliver insight and participate – every day
Professional Women’s Network
Specificity drives engagement
Bridging online and offline relationships
From relationships to results
+32%
Brand Consideration
+23%
Likely to Recommend
100K+ members
2x more engagement
Thank You
marketing.linkedin.com/mindset