Using Exceptional Digital Personas to Drive Revenue
 

Using Exceptional Digital Personas to Drive Revenue

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Presenter: Mark Polly, director, Portals, Content and Social Practice, Perficient ...

Presenter: Mark Polly, director, Portals, Content and Social Practice, Perficient

Mark discusses using buyer and customer personas and user stories to help ensure that messaging delivered though IBM Exceptional Digital Experience platforms not only increases site visits, but also increases sales revenue
(and ideally profit margin)

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Using Exceptional Digital Personas to Drive Revenue Using Exceptional Digital Personas to Drive Revenue Presentation Transcript

  • BUS-G02 Using Exceptional Digital Personas to drive Revenue Mark Polly, Director Perficient
  • © 2014 IBM Corporation Please Note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2
  • Agenda • What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 3 View slide
  • What are Personas? • A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. • Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics. • Kevin O’Connor UX Magazine © 2014 IBM Corporation 4 View slide
  • What are Personas? © 2014 IBM Corporation 5 Marketing • Demographics • Values • Goals UI Design • Behaviors • Motivation • Attitudes
  • Example Persona © 2014 IBM Corporation 6 Kevan Lee, Buffer Blog
  • Example Persona © 2014 IBM Corporation 7
  • • I’m a micro business owner • 31 Years Young • Single (and Looking) • Lives in San Francisco • Business owner of 5 years, worked day job 5 years prior to raise the money for rent space for my business • I drive a Toyota Prius The “I Do It All” Entrepreneur Interior Designer Sarah Jackson “It’s my business and I get to call all the shots.”
  • Five years ago Sarah decided that enough was enough; her 9-5 job simply wasn’t satisfying her creativity. So I quit and started my own Interior Design firm. Initially it was a tough ride, but it got better and today I rent a quaint space in a San Francisco warehouse. I love being my own boss and thrives on making all the decisions. Now that I have a stable roster of clients and a couple of new eager assistants, I have decided to try and expand my business. However; I am blatantly aware that if I am to be a success, I need to tighten my fabulous Gucci belt and improve in three area’s. • Be better organized • Consistently manage her budget • Bill client’s on time. And since I rely heavily on multiple credit cards for my day-to-day business. (Including the interior designers favorite, a Home Depot credit card) I desperately want some sort of tool to help me manage all my accounts in one place. I’ve heard good things about Mint so I have made a mental not to check it out soon. Taking control of my business is within my grasp so the future is pastel indeed! The “I Do It All” Entrepreneur Interior Designer SarahJackson Attributes Online security concerns Budget focus Control over finances Technical optimism Detail sensitivity Key Goals • Grow Business • Maintain cash flow • Keep clients happy • Become more organized • Be more efficient Behaviors Credit card use AO use Mix personal and business Records retention Life Goals • Buy a home • Reach financial comfort Key Tasks • Juggle cash flow, bill paying and available credit • Monitor multiple card balances and credit limits • Transfer balance to other cards • Apply for credit increase • Trace how she arrived a particular balance on her card • Calculate estimates for clients • Periodically check purchasing trends • Provide reports for accountant quarterly Key Content • Quick access to current balances and credit limits • Summary of multiple cards in one place • One password and login for all cards • Transactions, payments and balance transfers updated in real time • Alters for payment due and close to credit limit • A visual indicator of current credit increase eligibility • Automatic downloading into QuickBooks • Access to old statements for historical reference • Business-relevant rewards Consideration s• She’s interested in offers that will save her time and energy • She’s scared of losing financial control • She wants to feel like a valued customer • She’s likely to phone if she can’t find it quickly online Key Content • Quick access to current balances and credit limits • Summary of multiple cards in one place • One password and login for all cards • Transactions, payments and balance transfers updated in real time • Alters for payment due and close to credit limit • A visual indicator of current credit increase eligibility • Automatic downloading into QuickBooks • Access to old statements for historical reference • Business-relevant rewards
  • The “I Do It All” Entrepreneur Interior Designer SarahJackson Pays Bills Makes Purchases Plans Manages Transfer
  • Why Personas? © 2014 IBM Corporation 11
  • Why Personas? • Provide the foundation for content development and marketing efforts • Sets the tone and style for content • Targets the topics you should be writing about • Informs you about preferred channels • Compatible with marketing customer segments
  • Why Personas? • Understand user behaviors in order to make more effective design and business decisions. • Consumer needs and desires can be more accurately identified through personas than through just demographic data © 2014 IBM Corporation 13
  • Personas © 2014 IBM Corporation 14 Marketing • Demographics • Values • Goals UI Design • Behaviors • Motivation • Attitudes
  • Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 15
  • Persona Development • Analyze your site metrics – Who are your users? Where did they come from?, what keywords did they use? At what are they looking? • Analyze your customer database – What patterns emerge? What demographics do you collect? • Analyze Social Media – Use Social Media listening to see who is asking questions, complaining, praising, etc. • Survey and interview audiences • Talk to sales reps, customer service too © 2014 IBM Corporation 16
  • Analyze Site Metrics © 2014 IBM Corporation 17
  • Analyze Customer Database © 2014 IBM Corporation 18 http://www.julienrio.com/marketing/english/practical-uses-crm
  • Analyze Social Media © 2014 IBM Corporation 19
  • Persona Development • Identify wide demographic of target audience(s) • Conduct one-on-one interviews in context using ethnographic research techniques • Analyze research data to look for patterns, identify extremes • Follow up research with smaller subset of candidates to validate and fill in gaps © 2014 IBM Corporation 20
  • Persona Development • Must go beyond the demographic data. • Understand why customers behave and what they expect • Knowledge about the why makes it possible to create innovative solutions, products, ad campaigns, and digital experiences (the what) that cater to customers on a personal level. © 2014 IBM Corporation 21
  • Experience Maps © 2014 IBM Corporation 22
  • Journey Maps © 2014 IBM Corporation 23
  • Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 24
  • Digital Experience Components • Channels • Content • User Interface / Interaction © 2014 IBM Corporation 25
  • Channels • Personas can help tell us target the right channels • How many do we have to support? • Does the audience prefer: – Web – Mobile – Social © 2014 IBM Corporation 26
  • Personas Inform Content Development • What content do I need to write? • What style of writing do I use? • What imagery should I include? • Should my content be selling or consultative? © 2014 IBM Corporation 27
  • UI Design • Calls to Action • Landing Pages • Thank You Pages • Page Layout • Personalized Pages and / or Content © 2014 IBM Corporation 28
  • Personas and Personalization • You want to display different pages to each Persona • Director page contains content about budgeting and leadership • Nursing page contains clinical information and practice training • Personalization visibility rules can be applied to pages or portlets © 2014 IBM Corporation 29
  • Use Personalization with Personas © 2014 IBM Corporation 30
  • Visibility Rule to Show Content © 2014 IBM Corporation 31
  • English Site © 2014 IBM Corporation 32
  • Spanish Site © 2014 IBM Corporation 33
  • Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 34
  • Marketing and Personas • Segmentation • Lead Nurturing and Campaigns • Analytics © 2014 IBM Corporation 35
  • Segments ≠ Persona • Personas are intended to help you understand the person visiting your site – They are a composite of people that do not exist • Segments are groupings based on a set of rules using known attributes © 2014 IBM Corporation 36
  • IBM Digital Experience Profiler © 2014 IBM Corporation 37
  • IBM Digital Experience Action © 2014 IBM Corporation 38 Content selected Should be tailored to the persona
  • Digital Experience Binding © 2014 IBM Corporation 39
  • Alternate Profilers or Segments • Create segments in IBM Marketing Center or IBM Interact • Use CRM or Customer Database analysis to define segments • Use a custom field in LDAP to store segment id • Use a custom personalization object to fill in segment after log-in • Use recommendation engine to determine segment based on behavior on the site © 2014 IBM Corporation 40
  • Lead Nurturing and Campaigns © 2014 IBM Corporation 41
  • Campaigns © 2014 IBM Corporation 42
  • Lead Nurturing, Campaigns and Personas • Personas inform about the content of the email, promos, etc. • Personas inform the actions © 2014 IBM Corporation 43 Sarah Jackson
  • Analytics • Completes the marketing cycle • Digital Experience Active Site Analytics © 2014 IBM Corporation 44
  • IBM Digital Experience and Campaign Analytics © 2014 IBM Corporation 45
  • IBM Digital Experience and Analytics © 2014 IBM Corporation 46
  • Why Personas and Digital Experience? © 2014 IBM Corporation 47 • User Experience Design and Development • Personalization • Content Design and Development • Content Content • Recommendations • Analytics
  • © 2014 IBM Corporation For Additional Information  IBM Digital Experience Solutions http://www-01.ibm.com/software/collaboration/digitalexperience  WebSphere Portal and IBM Web Content Manager Information Center Wiki http://www-10.lotus.com/ldd/portalwiki.nsf/  IBM Digital Experience Demonstrations: http://www.youtube.com/user/IBMXWebX  IBM Collaboration Services Business Solutions Catalog https://greenhouse.lotus.com/catalog/ 48
  • About Perficient 49 • Founded 1997 • 2600 + employees • 2013 Revenue ~$375M • Public, NASDAQ: PRFT • Local Business Units in over 20 major US Cities • Solution Integration Award 2012 • 3x Lotus Distinguished Partner • **WINNER of Best Digital Experience @ Connect 2014 • Best Portal Solution Award 2010 • Smarter Decision Award • Industry Focused & Authorized: • Healthcare, Retail & Financial Services