the mindset divide - personal vs professional networks
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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 can lead to
greater ROI
“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 Networks Personal Networks
“Invest Time”
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
Different purposes drive different mindsets
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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
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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)
Companies are expected to participate on professional
networks
26% higher than
personal
1
2
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 networks want brands that help them improve;
personal networks 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%
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
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Recognize the mindset divide
Align your brand with emotion
Engage information-hungry
influencers
Frame how your brand helps build
knowledge and success
Build meaningful relationships by
participating, sharing and listening.
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2
3
4
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Frame how your brand helps users gain
knowledge and success
50 followers
at start 12,000 followers,
5 weeks later
240x increase in just 5 weeks
More likely to create content within Groups
More likely to follow companies
More likely to share updates with their network 6x
6x
9x
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 Descano
President and CEO of Women & Co.
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NYC Connect Meet-up
Build meaningful relationships by participating,
sharing, and listening
Thank You
Appendix
Methodology
Qual and Quant
• US
• Brazil
• UK
• India
• Singapore
Quant only
• Canada
• Netherlands
• France
• Italy
• Spain
• Germany
• Australia
First global study on social mindset Qual & 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 market
Base: by each brand
Professional
Networks
Personal
Networks
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 24
Do you keep your networks
separate?
25
83 80
77 76 76 76 73
75
65
70 66
57
6 8 7
9 9 10 9 12
6
11 13 14
0
10
20
30
40
50
60
70
80
90
% with more personal connections
% with more professional connections
Source: 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
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22 23 26
21 24
26 26 25 27 28
33 35
59 56
59
53 56
58 55
47 47 46 49
45
0
10
20
30
40
50
60
70
80
90
% with more personal connections
% with more professional connections
Source: 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
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