This document discusses building an online persona for blogging. It defines persona as the role or character adopted by an author. A persona is different from one's identity, which is how that character is presented using varying levels of personal information. The key aspects of developing an online persona are self-assessment, environmental assessment, and audience assessment to understand one's goals and audience. The document provides a case study of the author's two online identities and personas across different social media platforms, and how they achieve different professional and personal objectives.

1. Building
Your
Blog
Persona
Chris2ne
Herron
@chris2ne
h6p://chris2ne.net

2. What’s
a
Persona?
per·∙so·∙na
/
pərˈsōnə
/
Noun
1.
The
aspect
of
someone's
character
that
is
presented
to
or
perceived
by
others.
2.
A
role
or
character
adopted
by
an
author
or
an
actor.

3. Persona
vs.
Iden2ty
• Persona
=
the
character
you
present
• Iden2ty
=
how
you
present
that
character,
oQen
based
upon
varying
levels
of
personally
iden2fiable
informa2on
(PII)
– Real
Name
– Pseudonym
– Cloaked
– Anonymous

4. Presenta2on
of
Self
• Who
you
interact
with
affects
how
you
present
yourself
• Performance
metaphor*
– You
(“actor”)
choose
your
seng,
your
dress,
your
props
– Audience
suspends
disbelief
• Impression
management
technique
*
courtesy
of
Erving
Goffman,
The
Presenta9on
of
Self
in
Everyday
Life

8. Managing
Your
Audience
• People
you
meet,
engage
with,
and
react
to
in
the
real
world
Roman2c
Dinner
=
1
VC
Pitch
=
2
Mom’s
Group
=
5

9. Herding
Your
Audience
• Online
communi2es
that
don’t
stop
with
physical
loca2on
and
walls
LinkedIn
=
1,000
Facebook
=
1,000
Blog
=
2,500
Twi6er
=
10,200
Other
social
experiences
=
infinite

10. Online
Personas
are
Complex
Many
Iden22es
Many
Iden22es
One
Persona
Many
Personas
e xity
C ompl
One
Iden2ty
One
Iden2ty
One
Persona
Many
Personas

11. Proac2ve
Persona
Building
1. Self-­‐Assessment
– What
are
you
trying
to
achieve
with
your
blog?
– What
is
the
best
iden2ty
for
achieving
it?
2. Environmental
Assessment
– Where
will
this
voice
be
heard?
– What
enablers/constraints
do
you
have?
3. Audience
Assessment
– Who’s
paying
a6en2on?
Who
do
you
want
to?
– How
interac2ve
are
they?
– What
do
you
want
from
them?

12. Introducing
Controls
• Round
up
your
online
iden22es
• Combine
and/or
separate
iden22es
– Real
Name
vs.
Pseudonym
– Pseudonym
vs.
Anonymous
• Match
iden2ty:persona
as
works
best
for
you

13. Case
Study
(Me)
• Primary
Objec2ves
1. Build
professional
credibility
2. Create
personal
engagement
3. Connect
with
colleagues
and
entrepreneurs
• Secondary
Objec2ves
1. Follow
fascina2ons
2. Have
fun

14. Who
am
I?
• @chris2ne
• Chris2ne.net
• Facebook.com/chris2neherron
• LinkedIn.com/in/chris2neherron
• Other
social
experiences
Two
iden22es,
three
personas

15. Case
Study:
Short
Bio
@chris2ne
/
Facebook
Chris2ne.net
/
LinkedIn
Early-­‐stage-­‐leaning
investor
at
Chris2ne
Herron
is
a
Silicon
Intel
Capital.
Venture
Advisor
Valley
investor
and
at
500
Startups,
Advisor
to
SSE
entrepreneur.
She
is
currently
Labs.
Tribal
kitchen
goddess
a
Director
with
Intel
Capital
and
@calista's
mom.
and
a
Venture
Advisor
at
500
Startups.
(personal
interests,
professional
role,
humor,
(professional
role
only)
family
role)

16. Case
Study:
@chris2ne
Content

17. Case
Study:
Chris2ne.net
Content

18. Case
Study:
Outcomes
• @chris2ne
– Heavy
Twi6er
following
– Strong
professional
referrals
– Real-­‐2me
linking
and
community
• Chris2ne.net
– Professional
credibility
– Established
domain
exper2se
– Long
tail
resource

19. What
About
You?
(Q&A)