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Cater to Your Customer: Adapting User Personas to Social Engagement
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Cater to Your Customer: Adapting User Personas to Social Engagement

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A company engaged in social media is a dime a dozen in 2010, but how many of those companies are in sync with the hearts and minds of their customers? Learn how to delve deeper into the opportunities …

A company engaged in social media is a dime a dozen in 2010, but how many of those companies are in sync with the hearts and minds of their customers? Learn how to delve deeper into the opportunities of social media by understanding how to target users based on their attitude, goals, and behaviors. Capturing your audience's attention at an almost subconscious level to address their needs and interests will be a necessity to effectively and consistently engage with consumers through social media.

User personas are a proven tool in the user-centered design process and as social media moves from marketing-focused to value-driven, user personas become an essential way for your designers and strategists to understand the people using your offerings, and to communicate that understanding to your whole team. Join this session to understand the creation and implementation of user personas in the development of a social media strategy.

Published in: Technology, Business, Design

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  • 1. November 10, 2010 Cater to Your Customer: Adapting User Personas for Social Engagement
  • 2. · User personas and social media · How are personas different in a social world? · How do we adapt personas for engagement
  • 3. USER PERSONAS
  • 4. “To create a product that must satisfy a broad audience of users you will have far greater success by designing for one single person.” Alan Cooper, The Inmates Are Running the Asylum, 1999 User Personas
  • 5. User Personas
  • 6. User Personas VALUE
  • 7. What do we get out of personas? · Help us brainstorm and prioritize features · Allow us to imagine scenarios · Helps to keep our design team aligned on the end user User Personas
  • 8. How do we create personas? by lucamascaro http://www.flickr.com/photos/lucamascaro/4641680255/ By kowitz http://www.flickr.com/photos/kowitz/531774383/
  • 9. Why should we consider social media behavior?
  • 10. Why should we consider social media behavior?
  • 11. Why should we consider social media behavior?
  • 12. Why should we consider social media behavior?
  • 13. ENGAGEMENT
  • 14. PERSONAS IN A SOCIAL WORLD
  • 15. Why are personas different in a social world? User tasks are less well defined By ~Sage~ http://www.flickr.com/photos/vickispix/85474986/
  • 16. Why are personas different in a social world? Social tasks can be difficult to map to business objectives.
  • 17. Why are personas different in a social world? Users now anticipate and react to the behavior and interests of others
  • 18. Why are personas different in a social world? New personas may appear that previously were not part of our persona set.
  • 19. Why are personas different in a social world? Content and timing play a more important role in user goals By Dave_Gray http://www.flickr.com/photos/david_gray/1170150396/
  • 20. Why are personas different in a social world? We need to think about how social media integrates into our existing, traditional user tasks By clevercupcakes http://www.flickr.com/photos/clevercupcakes/4397152402/
  • 21. ENHANCING PERSONAS TO WORK IN A SOCIAL WORLD
  • 22. Enhancing personas to work in a social world
  • 23. Enhancing personas to work in a social world from Groundswell by Charlene Li and Josh Bernoff Copyright 2008 Forrester Research
  • 24. Enhancing personas to work in a social world CREATOR: Allison creates an event on the alumni site inviting local alumni/ae to bring their children to her annual backyard Easter Egg Hunt. COLLECTOR: Allison adds a bookmark to her Android phone that goes directly to the alumni/ae photo gallery index page for easy access. COLLECTOR: Allison checks into her alumni reunion using Facebook Places. JOINER: After starting her new job Allison updates her online profile on the alumni/ae website with her employment information. CREATOR: After the alumni reunion, Allison collects her favorite photos and uploads a photo gallery to the alumni website, adding the names of her classmates to each photo.
  • 25. Enhancing personas to work in a social world Creator Critic Collector Joiner Spectator Inactive Creator Critic Collector Joiner Spectator Inactive
  • 26. SUMMING UP
  • 27. · Personas model user goals and align those goals with business objectives. · Social media changes the way we select personas and how we model user tasks. · Include social tasks in your personas, even when the product is not social.