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

Xing

BranchOut

BeKnown

Twitter

Pinterest

Facebook

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