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DESTINATION DIGITAL

EXPLORE THE FUTURE OF MARKETING

Not the Same Old (Data-Driven) StoryRaise the Bar of Your Persona-Driven MarketingMARY GARRICK | @MaryG_PRUPWARD BRAND INTERACTIONS

MIKE GREHAN on PERSONAS

You still need to know who the guy hosting the backyard barbeque is3

Reasons People Dislike PersonasThey arent used after theyre developed They arent understood Persona development is not an exact sciencePersonas take a lot of time and are expensive to createTheyre boring, irrelevant, unnecessary

Personas are not being used after the initial strategy + development phase.There are so many different types of personas, and its difficult to know where to start. Data and research are expensive, and serve as a major barrier to entry for some.Have I missed any?4

How can you create personas that are useful, meaningful and relevant?

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Its all about the data.

BUT WHERE DO YOU GET IT FROM?6

COMPREHENSIVESOURCESESRI Tapestry ProfilesMosaic Interactive GuidesAcxiom Personicx ClustersMarket Segmentation StudiesAmazon Mechanical TurkQUANTITATIVESOURCESGoogle AnalyticsFacebook AnalyticsTwitter AnalyticsGoogle Consumer SurveysFullContactDemographicsProLinkedIn ProfilesQUALITATIVESOURCESOpen-Ended SurveysUser InterviewsFocus GroupsEthnographic ResearchQuoraArchetypesFeedback ArmyLinkedIn ProfilesPersona Data Sources

Talk about all of these in detail Not a comprehensive listjust what I consider to be the low hanging fruit

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Remember: Personas are shorthand for researchnot comprehensive reports.

Give you a conceptual container with a human face to put data into. This provides a richer but less precise context that allows you to identify, understand and play out potential behaviors that data alone may not pinpoint.(Gord Hotchkiss, http://www.mediapost.com/publications/article/250649/the-persona-is-dead-long-live-the-person.html) 8

Ideal Elements of a Persona

A Day in the LifeObjectives / ProblemsOrientationObstaclesQuestionsPreferencesKey Words + PhrasesMomentsEngagement Scenarios + User Paths

Day in the Life (write it last, include their relationship with other personas) helps writers and designers quickly get up to speed Objectives = Things they want Problems Why they dont have themOrientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Obstacles = Whats stopping themall along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what theyre asking, you can tell where a prospect is in the buying cyclePreferences = Where do they hang out, where do they get their info? Key Words and Phrases what words / phrases do they actually use? Not what you think theyre using. Engagement Scenarios = how does it all work together? 9

DATA-DRIVEN PERSONAS12 TIPS & RESOURCES TO HELP YOU BUILD

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User Interviews

#1

Ideal for B2B and B2C DITL, key words and phrases, preferences, questions, obstacles, orientation, objectives/prefsAlso, how do they interact with the other personas? Who are they key players in the DM process? How do they interact? What questions do they ask the individual? CAT STORY11

Archetypes

Creator

Caregiver

Ruler

Jester

RegularGuy

Lover

Hero

Outlaw

Magician

Innocent

Explorer

#2

Sage

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Archetypes

1919

1949

2001

#2

CARL JUNG, a psychologist who introduced the concept of archetypesJOSEPH CAMPBELL, demonstrated that the collective unconscious is cross-culturalMARGARET MARK + CAROL PEARSON, applied archetypes to marketing & branding

The psychologist,CarlGustavJung, used the concept ofarchetypein his theory of the human psyche. He believed that universal, mythic charactersarchetypesreside within the collective unconscious of people the world over.Their work was inspired by Joseph Campbell and his book The Hero with a Thousand Faces, and his description of the heroes journeyNot only did it introduce the concept of thehero's journeyto popular thinking, but it also began to popularize the very idea ofcomparative mythologyitselfthe study of the human impulse to create stories and images that, though they are clothed in themotifsof a particular time and place, draw nonetheless on universal, eternalthemesThe Hero and the Outlaw, by Margaret Mark and Carol Peterson13

Feedback ArmyOVERVIEW

#3

Obstacles, User Paths, Engagement Quick, inexpensive way to test content topics and experiment with new ideasWhich aspects of our business confuse you most?What services are most appealing to you?Which of our services would you be most likely to pay for?Not great at allowing you to define a segmented audience youll have to hack the tool by including questions in your survey that allow you to do segmentation later. (This may be an irritation, but Feedback Army is inexpensive, and in return, you can get high quality answers. Its a trade-off youll have to weigh.) Use it to gather user information that can help you add depth to your persona profiles around issues of user habits and engagement.14

Google Consumer Surveys

#4

Best kept secret in market researchGreat for all elements of a personaResults segmented by gender, age, geo, city and incomeResults in 24 hours15

FullContact

#5

Great for preferences120 different sourcesDemographic, social and affinity dataEverything from plug + play insights to an Enterprise Team for hands on consultationSubscription based because insights change over timePartner with Klout$99 / 6,000 matches or $300 / 100,000 mathces16

FullContact

#5

Running the information through their Person API, they surface all the relevant social links, scrape affinities off of Twitter, Instagram and email address Twitter and Instagram brands they follow Categories: 17

Quora

#6

Great for DITL and Key Words and PhrasesAllows uers to pose + answer questions on over 250k topicsEven if you have developed personas, posing questions on Quora can help dive more deeply into motivators + interests and flush out topics theyre most likely to engage withGreat for recruitment and branding18

DemographicsPro

#7

Basic profile data, preferences, keywords and phrases (esp hashtags)Pay per use or plansInterests, brand affinities, topics of discussionRank people + media who most influence your analyzed group$19.95 for 1,000 followers, $179.95 for 20k followersCan also get competitor insights http://www.demographicspro.com/samples19

LinkedIn ProfilesPatterns of employment historyRecommendationsFollowingGroupsVolunteer activitySkills + endorsementsNumber of connections

#8

Look for patterns and commonalities (maybe using an excel spreedsheet)OR ask someone else to do that20

Mechanical Turk

#9

Outsource HITsCapabilities: Feedback tools, content creation and monitoring servicesUse to build heat maps or screen shares that give you insight into how users engage with a taskProvide MT workers with a blank spreadsheet of Twitter handles and let them loose! Costs around $50-$100 for basic research completion21

Facebook Audience Insights

#10

https://www.facebook.com/ads/audience_insights/ (Screenshots for Juzo)22

Comprehensive Sources

#11

http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf

Alternatives: Mosaic or ESRI Tapestry Profiles 23

Sample Persona Overview

Sample Persona Overview

Facebook Audience Insights + Personicx ArchetypeUser InterviewDemographics ProESRI Tapestry Profile

Data-Driven Persona FormulaDATALAYERINGMailing List

FullContact

DemographicsPro.com

Facebook Audience Insights

Acxiom Personicx Segments

QUICKEST 26

Best PracticesInclude key internal resources in the persona development processBuild a processImplement the persona litmus testCover all anglesRevisit and refine often

Include them in the persona research process. Ask them to design the persona profiles. Ask them how to best prompt them on thinking about personas during each project or campaign. Introduce personas during new employee orientation. Market the use of personas internally to underscore their importance. Take a good, hard look at your process. Perhaps the reason personas arent used is because there isnt a step in your process to ensure theyre being considered.If you can tell two personas the same story, you dont need two personas, because they shouldnt care about the same things. Ardath AlbeeDevelop personas for your buyer, but dont forget their boss (in some cases) and influencers

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GOOGLE ANALYTICS

#12Create segments that align with personas and track their engagement with your site over time using Cohort analysis

If you were to create a segment of people who are in a certain affinity category or segment or whatever, you could see how those people interact with your site relative to everyone elseThen you could look at that segment in your cohort report. It may be helpful to track the behavior of visitors over time by grouping them into cohorts28

QUESTIONS?

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