Personas In Search- SMX West- FutureNow, Inc.


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This presentation was given on February 26th, 2008. The subject matter is Marketing With Persona Models in Search. Using representations of your audience to develop highly impactful marketing campaigns

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  • Personas In Search- SMX West- FutureNow, Inc.

    1. 1. Persona Models In Search Marketing Brian Bond VP Marketing & Product FutureNow, Inc.
    2. 2. <ul><li>Power of Personas </li></ul>The Critical Element of Personas Using Personas to Plan Your Marketing
    3. 3. Oh, The Humanity!
    4. 4. <ul><li>Personas: </li></ul><ul><li>Stand-ins in for your Visitors </li></ul>
    5. 5. Power of a Personas Power to Create Deep Empathy Personality, Wants, Fears, Motivations, Aspirations, etc.
    6. 6. Which can make them “Debate Enders” Which makes them debate enders
    7. 7. And help develop better products and services
    8. 8. Personas represent your audience so you can create a campaign that speaks to your audience
    9. 9. Image if… You had to write a letter to a crowd…
    10. 10. Now write that letter to someone you’ve heard of or see, but don’t know personally… Image if…
    11. 11. Image if… Now write that letter your closest friend…
    12. 12. The Most Important Element of a Persona for Campaign/Content Planning? Josephine was born the eldest of five children. Being the only girl, Josephine was somewhat thrust in to a nurturing/mothering role as she grew up. This experience throughout her life, combined with the strong relationship she shared with her parents during her childhood has instilled a deep respect and love of relationships and the connections between people. For Josephine, notions of family are very important and this is reflected in her day to day life. She is not a woman who acts purely for herself. Making others happy is her own path to happiness. While Josephine's family is not wealthy, Andrew's family is more than happy with their son's decision. The Bardot name is an old one and Andrew's parents are besotted with the generous and unassuming Josephine. The wedding is set for January the following year leaving six months to organize the big day. One of the constants in Josephine's life has always been her somewhat domineering mother Francine. Far from a negative aspect of Josephine's life, Francine's influence is one born of love for her daughter. Francine recognized that for all her strengths, taking action is not one her daughter is possessed of. Francine is ecstatic about the upcoming wedding as she sees this as a great opportunity for Josephine to have the kind of wedding Francine had always wanted for herself. She is also a little concerned that if Josephine is left to her own devices, things will not get organized and the wedding will be a failure. Fearful of her daughter's wedding not being all it can be, Josephine voluntarily takes on the role of organizer of the big day. While her daughter is the person with the ultimate say in what eventually happens, Francine wants to make sure that Josephine is in the best possible position to make those decisions. Josephine is very much aware of the way her mother views the wedding as a mechanism to live out her own fantasy wedding. For Josephine the wedding is less about her and more about those important to her taking part in and experiencing the joy of this union. Considering the large part Francine has played in her life, Josephine has a strong desire to fulfill her mother's wishes as well as her own. Josephine happily accepts her mother's assistance and shares her mother's desire for the wedding to have be of a traditional nature. A big feature of the wedding in the eyes of both women is the wedding cake, its existence symbolizing all that is important about the union of Josephine and Andrew. The whole family agrees to 'kick-in' to ensure the wedding is something really special and that extends to the cake. Josephine Bardot
    13. 13. Insight Empathy Todd “ The Tech Guy” Male 25-35 Years Old Clicks on (X) Todd Hill Spontaneous Competitive Motivated by: Needs: Fears: Etc. Etc
    14. 14. Motivations and buying modes Spontaneous Competitive Humanistic Methodical Emotion Time High Low Fast Deliberate
    15. 15. Some is better than None… More is better than Some…
    16. 16. All good but its how you use them that gives them power <ul><li>We’re talking scent trails…. </li></ul><ul><li>- Through Ads </li></ul><ul><li>- Through Landing Pages </li></ul><ul><li>- Through The Site </li></ul><ul><li>- Through Conversion </li></ul>
    17. 17. It’s about what you could have sold <ul><li>“… a computer can tell you down to the last dime what you've sold. But it can never tell you how much you could have sold…” </li></ul><ul><li> </li></ul><ul><li>Sam Walton, </li></ul><ul><li>founder of Wal-Mart </li></ul>
    18. 18. Move-Forward-Until-Found Rule <ul><li>Jared Spool: (from the article The Right Trigger Words) </li></ul><ul><li>“ a web page can do only one of two things: </li></ul><ul><li>1) either it contains the content the user wants </li></ul><ul><li>2) or it contains the links to get them to the content they want. </li></ul><ul><li>If a page doesn't follow this rule, then the users stop clicking ...” </li></ul>
    19. 19. In Action <ul><li>Pick the persona you want to start with. </li></ul><ul><li>Refresh yourself with their needs, motivations, wants, fears, limitations, etc </li></ul><ul><li>Become empathetic to that persona – really put yourself in your head. </li></ul><ul><li>Too hard? Get a team together to act the parts… but be careful in your casting choices </li></ul>
    20. 20. In Action <ul><li>Now start asking yourself three questions: </li></ul><ul><ul><li>Which persona is participating? Todd </li></ul></ul><ul><ul><li>My business, what profitable actions do I want Todd to take? </li></ul></ul><ul><ul><li>As Todd , what questions do I have and what actions do I want to take before I do that action. </li></ul></ul>
    21. 21. Persona Driven Campaign Example
    22. 22. WebEx Persona 3/6 Free Trial Scenario <ul><li>Diane Austin </li></ul><ul><li>Senior Operations Manager </li></ul><ul><li>Type: Competitive, ENTP </li></ul>“ I'm always looking for ways to keep this company from falling behind the times, I wish this company would realize how important that is. They probably won't until I am gone. ” <ul><li>Knowledge </li></ul><ul><li>Risk </li></ul><ul><li>Need </li></ul><ul><li>Consensus </li></ul>
    23. 23. Dive Deeper: Diane Austin <ul><li>Diane Embraces </li></ul><ul><li>ROI </li></ul><ul><li>Streamlined info, cut to the chase </li></ul><ul><li>Facts that establish her as an expert on the subject at hand </li></ul><ul><li>Results </li></ul><ul><li>Experience with the product </li></ul><ul><li>Sparring during the sales process, needs to win, needs to feel smarter </li></ul><ul><li>Her status </li></ul><ul><li>Diane Avoids </li></ul><ul><li>Happy talk, airy fairy, small talk, blowing smoke </li></ul><ul><li>Incompetent people </li></ul><ul><li>Excuses </li></ul><ul><li>Ambiguity </li></ul><ul><li>Emotional arguments </li></ul>
    24. 24. Dive Deeper: Diane Austin <ul><li>Diane Needs </li></ul><ul><li>The perfect solution </li></ul><ul><li>A well known brand goes a long way </li></ul><ul><li>Never to feel outsmarted by the technology </li></ul><ul><li>She wants the best deal she can get, prides herself on getting it (may play your company against another company) </li></ul><ul><li>Reliability </li></ul><ul><li>Proactive customer service </li></ul><ul><li>Motivations </li></ul><ul><li>Will this help prove my value to this company </li></ul><ul><li>Prides herself on knowing more than IT department </li></ul><ul><li>Seeks out new technology that will help move co. forward </li></ul><ul><li>Needs to know that it works, know that its cutting edge </li></ul><ul><li>Wants to be out in front of her colleagues in other businesses </li></ul><ul><li>Wants to own her own business someday </li></ul><ul><li>Thinks she is under paid and under appreciated </li></ul>
    25. 25. Diane’s Driving Point Official WebEx Site WebEx is the leader in web meetings - Fast. Easy. Secure. Try Free Now!
    26. 26. Diane’s Entry Point
    27. 27. Content For Diane
    28. 28. Convincing Diane
    29. 29. Movie Category Page
    30. 30. Movie Category Page <ul><li>Spontaneous seek top sellers & new releases </li></ul><ul><li>Humanistics care about reviews </li></ul><ul><li>Methodicals find by genre </li></ul><ul><li>Competitives search by actor, title, etc. </li></ul>
    31. 31. Buy today and save up to 70% off of retail prices on Top 100 Movies Todd
    32. 32. 33% reduction in abandonment
    33. 33. I asked FutureNow to do a study of our web site.... found something we had to fix immediately.... We fixed it that night, and saw an immediate 5% lift in our sales . - Patrick Byrne, CEO of $65k in Additional Daily Sales
    34. 34. Summary <ul><li>Personas should have depth and story: to create empathy and take into account psychological dimensions to surface motivations </li></ul><ul><li>Creating campaigns requires you to address those motivations from keyword to ad to website. </li></ul><ul><li>Subtle things matter when they are the things your customers care about. </li></ul>
    35. 35. Resources