Linked In Study: Personal vs Professional Networks

The Mindset Divide Revealing 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 drives greater ROI

How does mindset differ between personal and professional social networks around the world?

4

Personal networks Professional networks

6,000+ 12 markets

Emotion plays a key role in BOTH personal…

…and professional networks.

5

“Personal networking is for old school buddies. For good

memories…parties.”

Personal networks are about reminiscing and having fun

6

“Professionally when I network, it’s for information

to do my job better.”

Professional networks are purposeful and aspirational

7

Emotions on professional networks

are just below the surface

8

“Companies often forget they are selling to people.

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 Becher,

SAP Chief Marketing Officer

9

“Spend Time”

Professional Networks Personal Networks

“Invest Time”

Different purpose drives different mindset

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

10

Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692)

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)

Brand content is valued and expected in a professional context

26% higher than personal

1

2

3

11

“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 users want brands that help them improve; personal users want brands that entertain

I want to see brands that I use to:

12

Share knowledge with others

Be first in the know

Share knowledge with others

Be first in the know

61% 65%

45%

39%

Purposeful mindset drives sharing and influence

I consider myself likely to:

7% higher

15% higher

13 Source: P5 – Attitudes to content and consumption Base: Professional SN users (5204) Personal SN users (8692)

Top 5 tips to optimize your marketing with the right mindset

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Recognize the mindset divide

Deliver insight your audience craves

Align your message to mindset and emotion

Frame how your brand helps users

Participate, share, listen – every day

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2

3

4

5

Frame how your brand helps users

Align your opportunity to their mindset

©2012 LinkedIn Corporation. All Rights Reserved.

Deliver insight and participate – every day

Professional Women’s Network

Specificity drives engagement

Bridging online and offline relationships

From relationships to results

+32%

Brand Consideration

+23%

Likely to Recommend

100K+ members

2x more engagement

Thank You

marketing.linkedin.com/mindset