1. The Mindset Divide
Revealing how emotions differ
between personal and
professional networks

2. Emotion
plays a critical
role in marketing

3. % of campaign strategies that report very
large profit gains
Emotional
Combined
Research shows
that it can lead to
Rational
greater ROI
0% 10% 20% 30%
3
source: IPA Effectiveness Awards

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
4

5. Emotion plays a
key role in BOTH
personal…
…and
professional
networks.
5

6. “Personal networking is for old Personal networks are
school buddies. For good old
memories…parties.”
about reminiscing and
having fun
6

7. “Professionally when I Professional networks
network, it’s for information
to do my job better.”
are purposeful and
aspirational
7

8. Emotions on
professional networks
are just
below the surface
8

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
9

10. Different purposes drive different mindsets
Personal Networks Professional Networks
Socialize 1 Maintain professional identity
Stay in touch 2 Make useful contacts
Be entertained 3 Search for opportunities
Kill time 4 Stay in touch
Share content 5
Keep up to date for career
“Spend Time” “Invest Time”
Source: Q10a– Information to receive 10
Base: Professional SN users (5204) Personal SN users (8692)

11. Companies are expected to participate on professional
networks
Personal Networks Professional Networks
Info on friends Career info
1
Info on personal interests Updates on brands
2
Entertainment updates Current affairs
3
“Spend Time” “Invest Time”
26% higher than
personal
Source: Q10a– Information to receive 11
Base: Professional SN users (5204) Personal SN users (8692)

12. Professional networks want brands that help them improve;
personal networks want brands that entertain
I want to see brands that I use to:
…improve myself professionally 15%
…help me to make business decisions 10% Higher association with
‘professional’ networks
…gain advice / recommendations 5%
…express my personality 4%
Higher association with
…follow personal interests 6% ‘personal’ social networks
…meet my entertainment needs 10%
Source: Q23 – Types of brands / products / companies would expect to see on site 12
| Normalised data | Base:
Professional (n=5204) Personal (n=8692)

13. This purposeful mindset results in more influencers on professional
networks
I consider myself likely to:
Share knowledge Share knowledge
with others with others
65%
61% 7% higher
39%
45%
Be first 15% higher Be first
in the know in the know
13

14. Top 5 tips to
optimize your marketing with the right mindset
Recognize the mindset divide 1
Frame how your brand helps build
knowledge and success 2
Engage information-hungry
influencers 3
Align your brand with emotion 4
Build meaningful relationships by
participating, sharing and listening. 5
14

15. Frame how your brand helps users gain knowledge
and success
50 followers 12,000 followers,
240x
increase in just 5 weeks

16. Engage information-hungry influencers with
exclusive information
Average
LinkedIn
Member
6 More likely to share updates with their
network
Influencers
6 More likely to follow
companies
9 More likely to create content within Groups
16

17. Match your message to the user mindset
Professional Women’s Network
54K
Total Members
47%
Higher Unaided Brand
Awareness
2.5X
More Engagement than Avg.
17

18. Build meaningful relationships by
participating, sharing, and listening
NYC Connect Meet-up
“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.
18

19. Thank You

20. Appendix

21. Methodology

22. First global study on social mindset
Qual & Quant: 6,000+ social network users
Qual and Quant
• US
• Brazil
• UK
• India
• Singapore
Quant only
• Canada
• Netherlands
• France
• Italy
• Spain
• Germany
• Australia
22

23. To help marketers understand how to leverage the strengths of each
platform
More Personal Connections More Professional Connections
25% Linked In 56%
32% Viadeo 47%
26% Xing 52% Professional
Networks
32% BranchOut 41%
39% BeKnown 37%
64% Twitter 15%
71% Pinterest 13%
Personal
Networks 77% Facebook 8%
81% Orkut 7%
Source: Q6c Personal / professional overlap by market 23
Base: by each brand

24. Casual activities rank higher on personal networks; purposeful drivers
are higher on professional
37%
high
er
93%
57%
high
er
68% 71%
46%
Personal Professional Professional Personal
Networks Networks Networks Networks
Casual Purposeful
“Spend Time” “Invest Time”
Source: Q11– Why do you typically use the following websites? I typically tend to use… to…
24
Base: Users of each platform

25. Do you keep your networks
separate?
25

26. Keeping personal and professional contacts separate is crucially
important on personal networks
Personal Networks
77% gap
43% gap
26
Source: Q6c – Overlap of personal and professional connections

27. On professional networks, the distinction is more blurred, especially in
India
Professional Networks
People use the different
platforms simultaneously
for different purposes. 37% gap
10% gap
The degree of separation
differs by market / region.
27
Source: Q6c – Overlap of personal and professional connections