The document provided guidance on creating user profiles through an empathy map, writing a user persona, starting a Day In The Life worksheet to understand a user's daily routine, and describing how personas relate to objectives and marketing channels. Participants were instructed to complete these profiling exercises for their final projects to gain insights into target users. The profiling work would aid in developing effective digital marketing strategies tailored to user needs.
In 2015, I interviewed for a product marketing role at General Assembly. Naturally, the interview had a take home assignment, which was a verbal prompt to "show us how you'd launch a new product". I hope this helps anyone interviewing there.
In 2015, I interviewed for a product marketing role at General Assembly. Naturally, the interview had a take home assignment, which was a verbal prompt to "show us how you'd launch a new product". I hope this helps anyone interviewing there.
Introduction to Digital Marketing @ WeWork LabsJon Chang
This is the presentation deck I used to teach WeWork Labs Dumbo members about digital marketing. It's a 1-hour long presentation to provide a comprehensive overview of the channels, example tactics, and tips/tricks.
In 2018, I interviewed for a product marketing role at Meetups at WeWork. Naturally, the interview had a take home assignment, which was "show us how you would think about marketing Meetups at WeWork". My completed assignment is below. I hope this helps anyone interviewing at Meetup.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Looking to break into Marketing, PR or Social Media? Then read the best marketing career advice for recent graduates from 100 global experts. Includes Twitter & reading list.
With over a billion people using social media to connect with businesses, brands, celebrities and politicians every day, it is almost unheard of for business owners to not have a presence on at least one social media platform. In this workshop we will break down the top social media platforms including: Facebook, Instagram, YouTube, Twitter, Pinterest and LinkedIn. We will discuss which of these platforms are optimal for your business, and discuss the steps to building a robust social media marketing strategy. This workshop will be answering questions such as:
What social media channels should I be using to grow my business?
What is the difference between a boosted post and an advertising campaign, and when should I use them?
What types of content should I be posting? Can I post the same content across multiple channels?
What tools can I use to make social media marketing easier?
How can I develop real sales leads from my social media accounts?
How many times do I need to post on social media a day?
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Content Monetization Engines: Generating Growth with Info Product MarketingSemrush
Info product marketing in 2015 is about learning new ways to distribute and monetize content so that you can reach incremental buyers and leads on platforms that offer a large number of engaged users who are there for one reason: to buy premium content. These high-growth content monetization platforms, such as Amazon Kindle, Audible or Udemy, are also ranked well in Google and have their own distribution channels. Above all, their algorithms are built in a way that rewards network effect – every additional user brings a lot of value to your business.
Matther Cappala helps you discover how to:
Differentiate your content using the ‘infotainment’ product design strategy
Design a winning info product go-to-market plan to use the ‘spider method’
Leverage high-growth content monetization platforms, such as Amazon Kindle, CreateSpace, Audible, Udemy, Skillskare, Fedora, and more
Build a long-lasting info product brand and extend it’s life-cycle by repurposing content into various formats, including Kindle, audio, and paperback books or online courses.
Scale the distribution of your info product to reach fragmented audiences on the Web
Leverage your existing platform, including website, blog traffic, and social media community to launch your info product
Build an info product funnel that fits into your overall marketing mix
With over a billion people using social media to connect with businesses, brands, celebrities and politicians every day, it is almost unheard of for business owners to not have a presence on at least one social media platform. In this workshop we will break down the top social media platforms including: Facebook, Instagram, YouTube, Twitter, Pinterest and LinkedIn. We will discuss which of these platforms are optimal for your business, and discuss the steps to building a robust social media marketing strategy. This workshop will be answering questions such as:
What social media channels should I be using to grow my business?
What is the difference between a boosted post and an advertising campaign, and when should I use them?
What types of content should I be posting? Can I post the same content across multiple channels?
What tools can I use to make social media marketing easier?
How can I develop real sales leads from my social media accounts?
How many times do I need to post on social media a day?
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Power Session: Social Media for Small & Medium Business OwnersYasmin Bendror
SOCIAL MEDIA is no longer a novelty, but a strong marketing tool for small and medium business owners. This power session is perfect for you if you want to dive into the (sometimes) complex and overwhelming world of social media, but don’t know where to start.
Introduction to Digital Marketing @ WeWork LabsJon Chang
This is the presentation deck I used to teach WeWork Labs Dumbo members about digital marketing. It's a 1-hour long presentation to provide a comprehensive overview of the channels, example tactics, and tips/tricks.
In 2018, I interviewed for a product marketing role at Meetups at WeWork. Naturally, the interview had a take home assignment, which was "show us how you would think about marketing Meetups at WeWork". My completed assignment is below. I hope this helps anyone interviewing at Meetup.
Best Marketing Advice - 100 Global Experts Share Their Career WisdomHeidi Cohen
Looking to break into Marketing, PR or Social Media? Then read the best marketing career advice for recent graduates from 100 global experts. Includes Twitter & reading list.
With over a billion people using social media to connect with businesses, brands, celebrities and politicians every day, it is almost unheard of for business owners to not have a presence on at least one social media platform. In this workshop we will break down the top social media platforms including: Facebook, Instagram, YouTube, Twitter, Pinterest and LinkedIn. We will discuss which of these platforms are optimal for your business, and discuss the steps to building a robust social media marketing strategy. This workshop will be answering questions such as:
What social media channels should I be using to grow my business?
What is the difference between a boosted post and an advertising campaign, and when should I use them?
What types of content should I be posting? Can I post the same content across multiple channels?
What tools can I use to make social media marketing easier?
How can I develop real sales leads from my social media accounts?
How many times do I need to post on social media a day?
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Content Monetization Engines: Generating Growth with Info Product MarketingSemrush
Info product marketing in 2015 is about learning new ways to distribute and monetize content so that you can reach incremental buyers and leads on platforms that offer a large number of engaged users who are there for one reason: to buy premium content. These high-growth content monetization platforms, such as Amazon Kindle, Audible or Udemy, are also ranked well in Google and have their own distribution channels. Above all, their algorithms are built in a way that rewards network effect – every additional user brings a lot of value to your business.
Matther Cappala helps you discover how to:
Differentiate your content using the ‘infotainment’ product design strategy
Design a winning info product go-to-market plan to use the ‘spider method’
Leverage high-growth content monetization platforms, such as Amazon Kindle, CreateSpace, Audible, Udemy, Skillskare, Fedora, and more
Build a long-lasting info product brand and extend it’s life-cycle by repurposing content into various formats, including Kindle, audio, and paperback books or online courses.
Scale the distribution of your info product to reach fragmented audiences on the Web
Leverage your existing platform, including website, blog traffic, and social media community to launch your info product
Build an info product funnel that fits into your overall marketing mix
With over a billion people using social media to connect with businesses, brands, celebrities and politicians every day, it is almost unheard of for business owners to not have a presence on at least one social media platform. In this workshop we will break down the top social media platforms including: Facebook, Instagram, YouTube, Twitter, Pinterest and LinkedIn. We will discuss which of these platforms are optimal for your business, and discuss the steps to building a robust social media marketing strategy. This workshop will be answering questions such as:
What social media channels should I be using to grow my business?
What is the difference between a boosted post and an advertising campaign, and when should I use them?
What types of content should I be posting? Can I post the same content across multiple channels?
What tools can I use to make social media marketing easier?
How can I develop real sales leads from my social media accounts?
How many times do I need to post on social media a day?
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Power Session: Social Media for Small & Medium Business OwnersYasmin Bendror
SOCIAL MEDIA is no longer a novelty, but a strong marketing tool for small and medium business owners. This power session is perfect for you if you want to dive into the (sometimes) complex and overwhelming world of social media, but don’t know where to start.
Online marketing is a key part of any business marketing strategy. Learn about how proper integration of social media and other internet marketing techniques can boost the online visibility of your small business.
We are surrounded by technology, and that technology has changed the ways that businesses and consumers interact. The changes permeate all aspects of business: running operations, designing and building products, overseeing human resources and education, tracking performance and making projections and strategies. More than those, however, marketing is one of the areas most impacted by the rise of technology in recent years. Taking advantage of that technology and the avenues it creates for engagement between brands and consumers is at the heart of digital marketing. Join us as we look forward at just a few of the trends in digital marketing that we believe small businesses should be paying attention to in the year to come. We’ll explore what the trends are and some simple ideas for jumping on and taking advantage of them. The trends we’ll discuss will be: Digital marketing – it can no longer be ignored Content marketing – it’s more important than ever Targeting + Segmentation = Personalization Mobile (experience and advertising) Beyond big data – make decisions
Your Customer's Journey in the Social EraTara Hunt
I presented this at the United Benefits Advisors' spring conference in May - to answer the question, "Why would benefits advisors use social media?" I presented it like this:
The customer journey is non-linear and unpredictable. It goes online/offline/and more. You need to be on that path in as many places as possible. Social is a good chunk of that now.
The best way for brands to reach their consumer is by meeting them where they are, in the moments that matter. With over 2.3 billion people on Social Media you’re better able to anticipate when those moments will happen and know why they occur, helping you create interactions that are more likely to be meaningful.
Social Media is no longer a nice add on to your marketing efforts- it is your quintessential toolkit for reaching your consumer through targeting efforts that deliver measurable results. It is the best way to truly understand a brand’s audience - where they are, where they’re going, what they care about, what entertains them, what they want to learn, with whom they connect, and with whom they’d like to connect in the future. Brands are then able to target those consumers by demographic, location, device and interests. Social Media marketing efforts can be measured against almost any KPI in including brand sentiment, brand mentions, share of social voice, reach, impressions, spend, cost per click, cost per engagement etc.
Social Media is one of the most cost-effective ways for a brand to create awareness; build consideration; drive purchase and foster advocacy.
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
Wake Up Your Brand: Talking Finger & Michael Desroches PresentationBrand Inspiration
Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand.
In this seminar, you will learn:
• How to leverage social media to build brand awareness and advocacy
• How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels
• How to react to your customers’ voice within online media channels
How to Create Personas for Your Digital CommunicationsTechSoup
Nonprofits understand what a persona is, why it's important to see through the lens of your audiences, and how to build useful and actionable personas to build more meaningful messaging and communications.
DreamBank Final Slide Deck for AttendeesDon Stanley
Are you confused about how to use & choose the best social network/s for your business? This is the slide deck from my presentation at American Family Insurance's DreamBank on February 23, 2016.
Driving your marketing strategy in 2021. A people-centered framework: attenti...WP Engine
Learn about a people-centered framework for designing your marketing strategy in 2021...one that aligns with your customer’s journey. See examples of companies, including Pepco Holdings, that are doing it right.
Register to watch the on-demand webinar here: https://hs.wpengine.com/2021-marketing-strategy
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
Research, recognize, and respond - the 3 R's CB Social consultant, Kristin Clifford, covered in her presentation at the 2011 Marketing Planning and Analysis Conference in Chicago.
Sm biz getting started social media handbookKay-Tee
The beginner's guide to Engagement Marketing for a small business. This handbook will walk you through the changing landscape of coplanning process, evaluation, and determining ROI that's appropriate for your business. It also arms you with a 1, 2, 3 approach for claiming your business (map), online social media, and going mobile. This was a hand out during a live presentation, so a new reader may have to connect the dots just a bit and answer the questions for their own business. Contact info is on each page though for further assistance. Happy engaging!
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
3. Digital Marketing
AGENDA - WEEK 2
‣ Create an empathy map
‣ Write 1 user persona
‣ Complete the Day In The Life worksheet
‣ Describe the interrelationship of personas, objectives, and the channel
matrix
9. Digital Marketing
‣ What’s the difference between a Cookie and a Conversion Pixel?
‣ What’s the difference between an Objective and a SMART Objective?
‣ What are the 4 Consumer Behavior Points?
‣ What’s the difference between SEO and SEM?
‣ What’s the difference between Conversion Probability and Prospect
Quality?
‣ Which channel, on average, has higher user intent: Facebook Ads or
Google AdWords Search?
‣ When is your final project due?
12. Digital Marketing
”Today's most powerful growth engine is users--
people who interact with a company through digital
media and technology even if they have never spent
a dime.” - Aaron Shapiro, CEO of Huge
13. Digital Marketing
“Personas are fictional representations of your ideal customers or
users. They are based on real data about customer demographics
and online behavior, along with educated speculation about their
personal histories, motivations, and concerns.” - HubSpot
Ultimately, complete personas include an understanding of your
user’s identity, needs and behavior.
14. Digital Marketing
Wants to make complete career
change after unsuccessful job
searching and/or feels “stuck” in
current profession.
Recent college graduate who can’t
find a job in his degree related field.
Currently unemployed or in low level
marketing, business development,
project manager, or designer.
Career Change Charlie
Career Changer
Does coding or design at work.
Bored at work or can’t get exciting
projects because of limited skill set.
When freelancing, hourly rate is
limited by skill set.
Currently software engineer, product
manager, graphic designer, UX
designer
Stack Up Sammy
Stacking Up
Wants to learn iOS development in
order to build her own apps.
She’s excited by the challenge to learn
iOS development and decided not to
hire a freelance developer to build it
for her.
Currently a well-experienced and
mid- to high-level non-technical role,
such as marketing, business
development, project management, or
design.
Entrepreneurial Eve
Leveling Up
16. Digital Marketing
DIRECTIONS - PARTNERS
1. Your objective is to sell granola bars
2. Choose 1 granola bar brand for each of the personas - ANY BRAND
3. How do they spend their time online when not looking for granola bars?
1. Where do they spend it? (social media channels, etc.)
2. What media are they expose to? (influencers? brands? politics? friends?)
4. How would they respond to a granola bar ad on: search, Facebook, Instagram, Twitter, Snapchat,
Pinterest?
5. Choose 3 reasons they would buy the granola bars
6. Choose 3 reasons they wouldn’t buy the granola bars
19. Digital Marketing
WHAT INFORMATION ARE CONSUMERS GIVING YOU?
‣ Where they are spending most of their time on your site
‣ What referrers (sources) they came from
‣ What actions they take or don’t take, including purchase data
‣ What do they share to social media
‣ Email address
‣ Name
‣ Geo
‣ Age
‣ Education
‣ Profession
IMPLICIT
EXPLICIT
WHAT USERS ARE
DOING
WHAT USERS ARE
TELLING YOU
20. Digital Marketing
3 TIERS OF USER & CUSTOMER BUILDING
Demographic & Geographic
Devices
Interest & Behavior
25. Digital Marketing
An empathy map is a helpful exercise that fully describes the person – motivations,
concerns and behaviors.
THINK & FEEL
•What are the customers’ hopes, fear, and
dreams?
•What do they think about during the day?
SEE
• What does the customer environment
look like?
• What do they see?
• What’s around them? Cities?
Countries?
HEAR
• Who influences the customer
• Celebrities?
• Their friends?
SAY & DO
• How do your customers act?
• Where do they speak out?
• Do they use social media?
26. Digital Marketing
THINK & FEEL:
What do they believe? What do they worry about? What do they hope for?
SAY & DO:
How do they use your service? What is the alternative? How do they talk about it?
HEAR:
What do they hear from their neighbors, friends and coworkers? Who influences them?
SEE:
What does their physical and digital environment look like? Especially when they interact with your
service?
PAIN:
What pains or fears do they currently experience?
GAIN:
What do they accomplish or gain from using your service?
27. Digital Marketing
1. Your group of 4 will be assigned a section of the
empathy map
Think/Feel, Say/Do, Hear, See
2. Brainstorm 8 ideas for your empathy map section
Quotes, things, activities, people, media
3. Write those ideas on your section of the wall
28.
29.
30. Digital Marketing
A customer empathy map is a helpful exercise that fully
describes the person – motivations, concerns and behaviors.
THINK & FEEL
•What are the customers’ hopes, fear, and
dreams?
•What do they think about during the day?
SEE
• What does the customer environment
look like?
• What do they see?
• What’s around them? Cities?
Countries?
HEAR
• Who influences the customer
• Celebrities?
• Their friends?
SAY & DO
• How do your customers act?
• Where do they speak out?
• Do they use social media?
32. Digital Marketing
DIRECTIONS
1. Individual [10 minutes]
1. Think of 2 personas for your project company
2. Choose one of those personas
3. Create an empathy map for the persona
2. Find a partner [5 minutes]
1. Show your work to your partner
2. Give each other feedback
35. Meet Charlie. He is busy.
His time is in high demand, he
hardly has a chance to stop and
think.
Increasingly, he relies on his
phone to stay connected to current
events, popular culture,
professional influencers, and
updates about friends and family.
36. Charlie escapes into his phone all day: when
he wakes up and goes to bed, between
meetings, during his commute, at the bar,
etc.
He hits snooze multiple times in the
morning, always missing breakfast.
He skims Twitter for inspiration or just plain
fun between meetings.
He obsessively checks his phone for
notifications: email, text, WhatsApp, social.
His phone is back in his pocket in less than 5
minutes or as few as 30 seconds.
Empathy:
Who doesn’t relate to this?
37. When he gets home, Sydney grabs his iPad
for a little leisure me-time, while also turning
on the TV to choose Netflix, Hulu, or HBO
GO.
It’s been less than an hour since he last
checked social media, but he’ll start here
anyway.
If he has the time, money and inclination, he
searches for a brand name that he read about
earlier.
The brand sounded sophisticated and chic –
right up his alley. It’s not the first time he’s
heard about it, and his social channels
generally generate worthwhile
recommendations.
It’s time to check it out.
38. Digital Marketing
What daily activities
are they doing?
What media are they
exposed to (offline and
online)?
What are they doing
when they're online?
Early Morning
Morning
Mid-Day
Afternoon
Evening
Night
40. Digital Marketing
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
company
• Relevant background info, like
education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s
income, if relevant)
• Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s
success
• Secondary challenge to persona’s
success
HOW WE HELP:
• How you solve your persona’s
challenges
• How you help your persona achieve
goals
REAL QUOTES:
• Include a few real quotes –
taken during your interviews –
that represent your persona
well. This will make it easier for
employees to relate to and
understand your persona.
COMMON OBJECTIONS:
• Identify the most common
objections your persona will
raise during the sales process.
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
41. Digital Marketing
BACKGROUND:
Head of Human Resources
Worked at the same company for 10 years;
worked her way up from HR Associate
Married with 2 children (10 and 8)
DEMOGRAPHICS:
Skews female
Age 30-45
Dual HH Income: $140,000
Suburban
IDENTIFIERS:
Calm demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed
GOALS:
Keep employees happy and turnover low
Support legal and finance teams
Recruiter Ruby
CHALLENGES:
Getting everything done with a small staff
Rolling out changes to the entire company
HOW WE HELP:
Make it easy to manage all employee data in one place
Integrate with legal and finance teams’ systems
42. Digital Marketing
REAL QUOTES:
“It’s been difficult getting company-wide adoption
of new technologies in the past.”
“I don’t have time to train new employees on a million
different databases and platforms.”
“I’ve had to deal with so many painful integrations with
other departments’ databases and software.”
COMMON OBJECTIONS:
I’m worried I’ll lose data transitioning to a new system.
I don’t want to have to train the entire company on how
to use a new system.
BRAND IDEA:
Integrated HR Database Management
Recruiter Ruby
45. Digital Marketing
DIRECTIONS
1. Complete the Day In The Life and Buyer Persona worksheets for your final project company. Use
the same persona as earlier tonight. Recommendation: Start each worksheet during class (15
minutes each), then finish the worksheets for homework.
‣ Day In The Life: This framework is your core guide to understanding the lifestyle, interests,
and behaviors of your target users.
‣ Persona: This framework is your core guide to understanding the professional life of your target
users.
*Use this worksheet!
47. Digital Marketing
‣ Created an empathy map
‣ Wrote 1 user persona
‣ Started the Day In The Life worksheet
‣ Described the interrelationship of personas, objectives, and the
channel matrix