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Persona Development for Audience Engagement

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A persona is a way of stepping out of your own perspective and cognitive biases to develop a more accurate and empathetic view of your customer or audience. Articulating a persona also exposes places where teams' visions don't align, at the product and even corporate level.

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Persona Development for Audience Engagement

  1. 1. ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT Dr. Pamela Rutledge | prutledge@fielding.edu Dr. Jerri Lynn Hogg | jhogg@fielding.edu
  2. 2. This course explores audience engagement through the development of personas What is a persona? Why bother? 2
  3. 3. You can’t solve a problem with the same thinking that created it Albert Einstein
  4. 4. What is a Persona?  A model or a representation Goals Attitudes Behaviors  Forces you to define the audience  Creates a clear image in the minds of managers, designer & marketers 4
  5. 5. Goal: Look Through the Buyer’s Eyes
  6. 6. Why Invest in Personas? Focus on real people to create empathy Build consensus and commitment Consistent team communication Reduce interpretation
  7. 7. How Do You Use Personas? Articulate Goals and Improve Decisions Strategy Spending Metrics Results Challenge misconceptions Stop design debates Improve marketing messages, programs and distribution
  8. 8. Is 6 Too Many, Is 2 Enough? Create personas that represent different needs Buyers are different than customers It’s about value, not number
  9. 9. Market Segments Are Not Personas Market segment Demographics: age, income, work Psychographics: hobbies, lifestyle Persona Goals, beliefs, interactions, motivations, identity Narrative
  10. 10. Build Persona in Layers Who they are every day? What they want? How they interact with you and your competitors? What facilitates the interaction? How does (or can) your persona impact your organization?
  11. 11. Involve everyone in the company
  12. 12. Personas are an archetype representative of the psychological and behavioral profile of a customer, buyer or user base
  13. 13. A persona creates a common vision within an organization to guide decisions about strategy, content, interaction and design
  14. 14. ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT Dr. Pamela Rutledge | prutledge@fielding.edu Dr. Jerri Lynn Hogg | jhogg@fielding.edu

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