AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
CREATINGPERSONAS
CRAFTINGEXPERI...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
DEFINE ENGAGEMENT
RATIONALE FOR...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
WHATIS
ENGAGEMENT?
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Engagement =
(Your audience +
y...
WHOISYOURAUDIENCE?
DEMOGRAPHICS
PSYCHOGRAPHICS
SOCCER MOM
•  Suburban homeowner
•  College educated with
professional career now devoted
to raising family...
GOINGDEEPER
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10	
  
WHATISA
PERSONA?
A model,...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
WHYPERSONAS?Exposes assumptions...
Your brain is wired to
read minds
Most people suck at it
GOODNEWS
BADNEWS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
COGNTIVE DISCONNECTS
I’m lazy
I...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
THEVALUEOFINVESTING
INPERSONAS
...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
STEPS TO
BUILD & USE A PERSONA
...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
1DEFINEYOURGOAL
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
2ADHOCPERSONA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Persona’s	
  name	
  
A	
  tag	...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
3WHEREARETHEY?
WHATARETHEY
SAYI...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
LISTENON
SOCIAL
NETWORKS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
BOARDREADER.COM
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
FACEBOOK
SEARCH
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
SOCIALMENTION.COM
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
TWITTERSEARCH
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
4WHATDOYOUNEED
TOKNOW?
If I had asked people what
they wanted, they would have
said faster horses.
FINDINGTHE
RIGHT
QUESTIONS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
AVOIDBULLSHIT*PERSONAS
Look for...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
EXPAND
THESEARCH
•  Look for th...
FOCUSING
SEARCH
TERMS
Aging parents, cognitive
impairment, retirement
Technology, sandwich generation
Boundaries, Fatigue,...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
5ANALYZINGYOUR
DATA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
1.  Start simple
2.  Read and r...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
AFFINITYMAPS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
leximancer
DEDOOSE
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
LEXIMANCER
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Dude,	
  do	
  you	
  
think	
 ...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
6FINALIZINGYOUR
PERSONA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
IDENTITY:
Balancing perceptions...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
7PERSONA-BASED
STRATEGY
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
HOWDOYOUUSE
PERSONAS?
•  Articu...
Ad Hoc
Persona
Research
& Adjust
Persona
Share
Persona &
Integrate
feedback
Persona-
Based
Strategy
PERSONA
PROCESS
1.  You are not your customer
2.  Ad Hoc personas articulate your
assumptions
3.  Social media gives you t...
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
CREATINGPERSONAS|CRAFTINGEXPERI...
Psychology of Engagement through Audience Profiling Using Personas
Psychology of Engagement through Audience Profiling Using Personas
Psychology of Engagement through Audience Profiling Using Personas
Psychology of Engagement through Audience Profiling Using Personas
Psychology of Engagement through Audience Profiling Using Personas
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Psychology of Engagement through Audience Profiling Using Personas

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Using personas to craft experience: New technology has created a population that is not satisfied unless they can connect, interact, and collaborate. Personas are the starting point in developing a strategy for engaging your audience in ways that lay the foundation to better serve your audience through appropriate channels and messaging, build trust and establish a longer term relationship, focus efforts and expose internal conflicts and more effectively use resources. Panel presentation at APA National Convention, Washington DC 2014 with an overview of the persona development process.

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  • This is an excellent overview of the psychology of engagement and the critical component of 'owning' your audience(s)...understanding the audience persona BEFORE you randomly take shots at social communication.
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Psychology of Engagement through Audience Profiling Using Personas

  1. 1. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! CREATINGPERSONAS CRAFTINGEXPERIENCE Dr. Pamela Rutledge Dr. Jerri Lynn Hogg The Psychology of Engagement Through Audience Profiling
  2. 2. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! DEFINE ENGAGEMENT RATIONALE FOR PERSONAS 7 STEPS TO PERSONA DEVELOPEMENT 1 2 3
  3. 3. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! WHATIS ENGAGEMENT?
  4. 4. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  5. 5. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Engagement = (Your audience + your goal)
  6. 6. WHOISYOURAUDIENCE?
  7. 7. DEMOGRAPHICS
  8. 8. PSYCHOGRAPHICS SOCCER MOM •  Suburban homeowner •  College educated with professional career now devoted to raising family •  Upper middle class •  Activity-laden lifestyle •  Drives minivan •  Watches Ellen •  Posts regularly on Facebook
  9. 9. GOINGDEEPER
  10. 10. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10   WHATISA PERSONA? A model, archetype or a representation of your customer –  Goals –  Beliefs and values –  Behaviors
  11. 11. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! WHYPERSONAS?Exposes assumptions Forces you to be specific Creates a clear image
  12. 12. Your brain is wired to read minds Most people suck at it GOODNEWS BADNEWS
  13. 13. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! COGNTIVE DISCONNECTS I’m lazy I use shortcuts I assume others are the same as me I use what I know best -- me
  14. 14. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! THEVALUEOFINVESTING INPERSONAS •  Focus on real people to create empathy •  Build consensus and commitment customer design sales Personas build consensus and commitment Develop empathy for customers Customer-centric relationshipUnderstand business challenges
  15. 15. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! STEPS TO BUILD & USE A PERSONA 1.  What is your goal? 2.  Creating a hypothesis: The Ad Hoc persona 3.  Where are they? 4.  What is important to know about them? 5.  Testing the hypothesis 6.  Finalizing the persona 7.  Creating a persona-based strategy
  16. 16. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 1DEFINEYOURGOAL
  17. 17. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 2ADHOCPERSONA
  18. 18. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Persona’s  name   A  tag  line  for  the  persona   •  Who  are  they?   •  What  is  their  background?   •  What  is  their  context?   •  What’s  important  to   them?   •  What  are  their  pain  points   and  frustra=ons?   Key  goals  &  needs   •  Goals   •  Mo=va=ons   •  Drivers   •  Needs   A picture or photo of the persona “A  quote  the  persona   might  say”   CAPTURETHEIRSTORY
  19. 19. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 3WHEREARETHEY? WHATARETHEY SAYING?
  20. 20. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! LISTENON SOCIAL NETWORKS
  21. 21. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! BOARDREADER.COM
  22. 22. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! FACEBOOK SEARCH
  23. 23. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! SOCIALMENTION.COM
  24. 24. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! TWITTERSEARCH
  25. 25. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 4WHATDOYOUNEED TOKNOW?
  26. 26. If I had asked people what they wanted, they would have said faster horses. FINDINGTHE RIGHT QUESTIONS
  27. 27. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! AVOIDBULLSHIT*PERSONAS Look for answers to questions like: •  I am a… •  I want to be a… •  I can do… •  I’m not a… •  I really like to … •  I need to … *Thank you Bolt | Peters
  28. 28. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! EXPAND THESEARCH •  Look for the stories •  Define the terms What does a “Better Life” mean? Time with family Financial security Travel the world More career options Social life
  29. 29. FOCUSING SEARCH TERMS Aging parents, cognitive impairment, retirement Technology, sandwich generation Boundaries, Fatigue, stress, cognitive testing, home care Problems at home
  30. 30. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 5ANALYZINGYOUR DATA
  31. 31. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 1.  Start simple 2.  Read and rank blog and micro-blog posts 3.  Rank –  Positive –  Neutral –  Negative 4.  Use an Excel template and chart to start to visualize what is being said BE PRACTICAL
  32. 32. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! AFFINITYMAPS
  33. 33. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! leximancer DEDOOSE
  34. 34. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! LEXIMANCER
  35. 35. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Dude,  do  you   think  Mary  would   really  say  that?  
  36. 36. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 6FINALIZINGYOUR PERSONA
  37. 37. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! IDENTITY: Balancing perceptions of self as good daughter with good mother and wife Wants to feel competent and knowledgeable for parents Adjusting to changing roles
  38. 38. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 7PERSONA-BASED STRATEGY
  39. 39. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! HOWDOYOUUSE PERSONAS? •  Articulate Goals and Improve Decisions –  Strategy –  Spending –  Metrics •  Results –  Challenge misconceptions –  Stop internal debates –  Focus efforts –  Improve marketing messages, programs and distribution –  Better serve your audience
  40. 40. Ad Hoc Persona Research & Adjust Persona Share Persona & Integrate feedback Persona- Based Strategy
  41. 41. PERSONA PROCESS 1.  You are not your customer 2.  Ad Hoc personas articulate your assumptions 3.  Social media gives you the ability to “listen” and test at low cost 4.  Focus on psychological fundamentals 5.  Use data to adjust your assumptions 6.  Design for your persona 7.  Measure and adapt
  42. 42. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! CREATINGPERSONAS|CRAFTINGEXPERIENCE THANKYOU Dr. Jerri Lynn Hogg Dr. Pamela Rutledge
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