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

4

Power of emotion

People want to hear from brands on professional sites

Mindset differs by network

1

2

3

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?

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

9

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

1

2

3

“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

12

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.

1

2

3

Thank You

lnkd.in/mindset

LinkedIn Confidential ©2013 All Rights Reserved