the mindset divide
DESCRIPTION
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.TRANSCRIPT
The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
Nick NyhanChief Digital Officer Kantar@nick9nyc
Christina Jenkins EMEA Insights Lead LinkedIn@chrgoolondon
#inBC12
The Mindset DivideRevealing how emotions differ between personal and professional networks
Three key takeaways from this research
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Power of emotion
People want to hear from brands on professional sites
Mindset differs by network
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Emotion plays a key role in BOTH personal…
…and professional networks.
“Personal networking is for old school buddies…good
old memories…parties.”
Personal networks are about reminiscing and having fun
“Professionally when I network, it’s for information
to do my job better.”
Professional networks are purposeful and aspirational
Emotions on professional
networks are just below the surface
EASCI needs
to clean up small
words even more
“Spend Time”
Professional NetworksPersonal Networks
“Invest Time”
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
What are the top 5 reasons people use social networks?
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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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Career info
Updates on brands
Current affairs
Professional NetworksPersonal Networks
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
What are the top 3 content types people expect?
26% higher than personal
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“Spend Time” dd “Invest Time”
Frame how your brand helps users gain knowledge and success
50 followers at start
12,000 followers5 weeks later240x increase
in just 5 weeks
Top 3 tips to optimize your marketing with the right mindset
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Recognize the separation between personal & professional networks.
Frame how your brand helps users gain knowledge and success on professional network.
Align your brand with emotion by matching your message to the user mindset.
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Thank You
lnkd.in/mindset
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