LinkedIn and TNS teamed up to release a study called The Mindset Divide, looking at the mindset of global social network users.
"On professional networks, the consumer mindset revolves around 'investing time," a LinkedIn spokesperson tells WebProNews. "For example, they are three times more likely to use such networks to keep up to date with their career over personal networks. While in such a mindset, they expect to hear from brands 26% more on professional networks."
"Consumers are as driven by a deep well of less obvious, but equally powerful, emotions when engaging on professional networking sites related to desires like ambition, security, achievement, progress, and happiness," he adds. "This provides a fertile ground for marketers looking to build meaningful relationships with them."
You can find the full study here, but the company has also produced the following video and infographic highlighting the takeaways:
In a blog post, LinkedIn's Alison Lange Engel offers up a few tips for "optimizing marketing with mindset":
- Recognize the separation between personal and professional networks and the opportunities they present.
- Frame how the brand helps users gain knowledge and success on professional networks.
- Engage information-hungry influencers with exclusive content.
- Align the brand with emotion by matching messages to user mindset – casual updates versus insights-driven content.
- Build meaningful relationships by participating, sharing and listening.