the mindset divide full ppt deck
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The Mindset DivideRevealing 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 can lead to
greater ROI
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“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
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Emotion plays a key role in BOTH personal…
…and professional networks.
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“Personal networking is for old school buddies. For good old
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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“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
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“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
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2
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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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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
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“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
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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.
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Frame how your brand helps users gain knowledge and success
50 followers 12,000 followers,
240x increase in just 5 weeks
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More likely to create content within Groups
More likely to followcompanies
More likely to share updates with their network
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Influencers
Average LinkedIn Member
Engage information-hungry influencers with exclusive information
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.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
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“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
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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
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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
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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
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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