The Mindset Divide
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Transcript of The Mindset Divide
![Page 1: The Mindset Divide](https://reader036.fdocuments.net/reader036/viewer/2022062617/54c5652c4a79590e7d8b45d9/html5/thumbnails/1.jpg)
The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks
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Nick NyhanChief Digital Officer Kantar@nick9nyc
Christina Jenkins EMEA Insights Lead LinkedIn@chrgoolondon
#inBC12
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The Mindset DivideRevealing how emotions differ between personal and professional networks
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Three key takeaways from this research
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Power of emotion
People want to hear from brands on professional sites
Mindset differs by network
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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…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
EASCI needs
to clean up small
words even more
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“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?
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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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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
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“Spend Time” dd “Invest Time”
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Frame how your brand helps users gain knowledge and success
50 followers at start
12,000 followers5 weeks later240x increase
in just 5 weeks
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Top 3 tips to optimize your marketing with the right mindset
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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.
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Thank You
lnkd.in/mindset
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