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10 Personas - to help you understand the behaviour and motives of the Social Media Users Social Media Afternoon – Brussels, July 9 th , 2009 Ingrid Rennoir - Strategy Consultant

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Part 1 What?

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What? Social media users have personalities that come out in how they relate to and use social media.

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What? Social media users have personalities that come out in how they relate to and use social media. Users are people…

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What? <ul><li>And people have: </li></ul><ul><li>motivations and intentions </li></ul><ul><li>habits and expectations </li></ul><ul><li>anticipation of the behavior and interests of others </li></ul><ul><li>… </li></ul>

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What? So if we want to build efficient Social Media Sites, we need to get a deep perspective on the mediated social interactions, communication, actions, and behaviors of its users.

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What? So if we want to build efficient Social Media Sites, we need to get a deep perspective on the mediated social interactions, communication, actions, and behaviors of its users. Personas will help us visualize this perspective!

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What? What is a persona?

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What? What is a persona? A persona is a fictional person who represents an user group for your site.

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What? What is a persona? A persona is a fictional person who represents an user group for your site.

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What? <ul><li>How is the data collected? </li></ul><ul><li>By analyzing what we’ve learned about your users from user research, including: </li></ul><ul><li>Contextual Interviews </li></ul><ul><li>Individual Interviews </li></ul><ul><li>Surveys (Online) </li></ul><ul><li>Focus Groups </li></ul><ul><li>Usability Testing </li></ul>

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Part 2 Why?

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Why? Reason #1 We want to know who the user is, what he does and why.

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Why? Reason #2 The diversity of social media applications available attracts different kinds of users, engaging them in different kinds of activities and practices.

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Why? Reason #3 The medium provides opportunities to engage users directly and through the activities in which they are engaged.

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Why? Reason #4 Personas subdivide audiences into groups according to what they do and why they do it — not only what they mean, how much they earn, or how they consume.

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Why? Reason #5 With personas we can migrate from page-based, contextual, and search- based advertising to user-targeted advertising.

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Why? Reason #6 Personas help us to know who the user is, how to reach him/her, and how s/he influences others.

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Why? Users needs Business objectives Value

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Why? Users needs Business objectives Value = Efficient Social Media Sites

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Why? Users needs Business objectives Value = Efficient Social Media Sites = More ROI

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Part 3 The 10 personas

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The personas Status seeker Critic Socializer Em-cee Lurker Buddy Harmonizer Creator Rebel Pundit

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The personas: Status Seeker Personality characteristic: He believes visible accomplishments make a good impression and are socially recognised. Relationships can be understood in terms of exchange, trade and collecting. Status Seeker

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The personas: Status Seeker Interests & behavior: He checks his owns stats as wel as leaderboards. He accumulates friends, symbolic tokens and other social status symbols Status Seeker

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The personas: Critic Personality characteristic: A writer and an author , interested in substance and content. He may see in audience approval a measure of his insights or intelligence, rather than popularity or status. Critic

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The personas: Critic Interests & behavior: He is an important contributor, blogger, commenter. He takes a committed interest in online discussions or publications. Critic

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The personas: Socializer Personality characteristic: He believes in online community, using it to keep informed about friends, events and social news. He pays attention when invited and notified and accepts to be a (active) member of an online community Socializer

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The personas: Socializer Interests & behavior: He wants to have fun when networking and can thus be an engine for social interaction. He participates in ratings, votings and respects the social conventions and etiquette. Socializer

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The personas: Em-Cee Personality characteristic: He uses his performance to get attention and may therefore be more interested in capturing an audience than in the contents. Social validation is important. Em-Cee

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The personas: Em-Cee Interests & behavior: He attracts audiences and helps to create a center of activity on UGC platforms. He is interested in tools that allow him to broadcast his postings i.e. RSS, blogs, twitter… Em-Cee

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The personas: Lurker Personality characteristic: He doesn’t draw much attention but is an observant participant. He logs into site, browses, subscribes and follows others. Lurker

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The personas: Lurker Interests & behavior: He generates a lot of page views as a more passive user. He may have concerns about security and privacy, but once these issues are properly addressed, he represent a large market. Lurker

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The personas: Buddy Personality characteristic: He has a strong sense of friendship and sees online activities as a vehicle for maintaining relationships. Buddy

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The personas: Buddy Interests & behavior: He joins social media because his friends are there. The distribution of promotional messages using friend networks may be successful. Buddy

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The personas: Creator Personality characteristic: He creates, builds, makes and publishes. He provides contents that will be shared and or mashed up. Creator

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The personas: Creator Interests & behavior: He is an early adopter of new trends and tools. He may invest time and energy in collaborative creative efforts. Creator

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The personas: Rebel Personality characteristic: He is a frequent heckler and when annoyed he might identify himself as being in the opposition. He will focus more on content or on a group. Rebel

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The personas: Rebel Interests & behavior: He is subversive and may use Social Media to distribute opinions on commercial organizations. His opinions drive indirect traffic to the places where his opinions are aired. Rebel

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The personas: Pundit Personality characteristic: He considers himself as an industry leader or an expert, and routinely offers latest news, opinions and observations. He is a contributor and can capture the interest of an audience. Pundit

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The personas: Pundit Interests & behavior: He plays an important role in make the web as the fastest source of news. He helps to validate the claims of net journalists and bloggers. Pundit

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The personas: Harmonizer Personality characteristic: He appreciates group membership motivated by the group’s relationships. He may do things to make others happy, particularly if it serves the group’s activity. Harmonizer

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The personas: Harmonizer Interests & behavior: He is sensitive to group participation and engagement. He uses a range of communication tools and applications, especiallly when it is group-oriented. Harmonizer

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Part 4 How?

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How? #1 By adapting the task flows to the mental processes of the user Proposed flow

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How? #1 By adapting the task flows to the mental processes of the user Critic Proposed flow

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How? #1 By adapting the task flows to the mental processes of the user Critic Proposed flow Optimized flow

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How? #2 By adapting the content & functions of the pages to the interests, needs & behavior of the user Page prototype

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How? #2 By adapting the content & functions of the pages to the interests, needs & behavior of the user Critic Em-cee Page prototype

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How? Critic Em-cee Page prototype #2 By adapting the content & functions of the pages to the interests, needs & behavior of the user

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How? Critic Em-cee Page prototype Page design #2 By adapting the content & functions of the pages to the interests, needs & behavior of the user

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How? #3 By developing efficient Profile Funnels in your WA tool. } }

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Part 5 Next steps

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The next steps <ul><li>Match your personas with your segmentation </li></ul><ul><li>Cross-check with the level of participation they are open to get an overview of population vs opportunity </li></ul><ul><li>Create an approach on how to engage them in Social Media, </li></ul><ul><li>Apply this scheme also to potential customers </li></ul><ul><li>BUT </li></ul><ul><li>Don’t forget the traditional communication methods </li></ul><ul><li>Don’t loose track of you objectives, Social Media is not about playing along or being at the forefront of technology </li></ul>

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Thank You! LBi Belgium Vorstlaan 191 Bd du Souverain B-1140 Brussels Kortrijksesteenweg 1144 bus n B-9051 Sint-Denijs-Westrem www.lbigroup.be www.twitter.com/LBi_Belgium