Personas are a tool to help in strategy development, tactical execution and measurement of outcomes. In this presentation at ClickZ New York in March 2015, I go through the what, why and how in developing persona that work to drive better content targeting & search success
How to implement social media into your nonprofit's marketing plan and why there is no reason not to. This presentation also includes creative strategies I've seen being used by other companies and nonprofits.
What The Crap is Next for Social Media?Eric T. Tung
What's next after SoLoMo? What are the bigger trends taking over Social Media in the next five or ten years? Check out these six macro trends: Consolidation of Social Networks, Social Tool Aggregation, Crowdsourcing, Sharing Economy, Big Data and The Quantified Self.
How to implement social media into your nonprofit's marketing plan and why there is no reason not to. This presentation also includes creative strategies I've seen being used by other companies and nonprofits.
What The Crap is Next for Social Media?Eric T. Tung
What's next after SoLoMo? What are the bigger trends taking over Social Media in the next five or ten years? Check out these six macro trends: Consolidation of Social Networks, Social Tool Aggregation, Crowdsourcing, Sharing Economy, Big Data and The Quantified Self.
HERE I AM SHARING MY PRESENTATION OF MY M.A COURSE AS MY ACADEMIC WORK.I AM SUBMITTING THIS PRESENTATION TO DR. DILIP BARAD , SMT.S.B. GARDI DEPARTMENT OF ENGLISH MKBU
Breve ensayo/análisis sobre las 2 teorías cognitivas de desarrollo y adquisición mas difundidas y estudiadas, la teoría psicogenética de Jean Piaget y la teoría sociocultural de Lev Vygotsky.
Gruppo di Ecologia: Erosione costiera del sistema dunale di Sabaudia. Domenico Alberti
Lo scopo dello studio è rivolto alla salvaguardia e tutela del litorale costiero del comune di Sabaudia (LT), in particolare è stato effettuato uno studio approfondito sull'erosione costiera delle dune.
Il lavoro del gruppo ha permesso, attraverso un primo step, di evidenziare le caratteristiche principali della duna litoranea di Sabaudia, successivamente sono stati effettuati degli studi concentrati su alcuni tratti del litorale costiero in modo da poter mostrare gli effetti antropici sulla duna. Infine, come ultima fase sono stati introdotti dei provvedimenti, utilizzando risorse rinnovabili, da attuare per facilitare una maggiore salvaguardia e tutela del litorale costiero.
Il progetto è stato infine esposto al Prof. Sergio Zerunian, ex Direttore del Parco Nazionale del Circeo.
Sitografia:
- Verdi Ecologisti Pontini
- WWF Italia
- ISPRA
- parks.it (Parco Nazionale del Circeo)
Slides from a Tourism Currents social media marketing workshop for Wisconsin Main Street & downtown development partners, in Kenosha, WI.
At Tourism Currents, we do online & in-person training in social media for tourism & hospitality. More at http://www.tourismcurrents.com/
HERE I AM SHARING MY PRESENTATION OF MY M.A COURSE AS MY ACADEMIC WORK.I AM SUBMITTING THIS PRESENTATION TO DR. DILIP BARAD , SMT.S.B. GARDI DEPARTMENT OF ENGLISH MKBU
Breve ensayo/análisis sobre las 2 teorías cognitivas de desarrollo y adquisición mas difundidas y estudiadas, la teoría psicogenética de Jean Piaget y la teoría sociocultural de Lev Vygotsky.
Gruppo di Ecologia: Erosione costiera del sistema dunale di Sabaudia. Domenico Alberti
Lo scopo dello studio è rivolto alla salvaguardia e tutela del litorale costiero del comune di Sabaudia (LT), in particolare è stato effettuato uno studio approfondito sull'erosione costiera delle dune.
Il lavoro del gruppo ha permesso, attraverso un primo step, di evidenziare le caratteristiche principali della duna litoranea di Sabaudia, successivamente sono stati effettuati degli studi concentrati su alcuni tratti del litorale costiero in modo da poter mostrare gli effetti antropici sulla duna. Infine, come ultima fase sono stati introdotti dei provvedimenti, utilizzando risorse rinnovabili, da attuare per facilitare una maggiore salvaguardia e tutela del litorale costiero.
Il progetto è stato infine esposto al Prof. Sergio Zerunian, ex Direttore del Parco Nazionale del Circeo.
Sitografia:
- Verdi Ecologisti Pontini
- WWF Italia
- ISPRA
- parks.it (Parco Nazionale del Circeo)
Slides from a Tourism Currents social media marketing workshop for Wisconsin Main Street & downtown development partners, in Kenosha, WI.
At Tourism Currents, we do online & in-person training in social media for tourism & hospitality. More at http://www.tourismcurrents.com/
Social Media Bootcamp presented at ASPSN 2015 by Monique Ramsey of Cosmetic Social Media. American Society of Plastic Surgical Nurses (ASPSN) at American Society of Plastic Surgeons (ASPS) Annual Meeting in Boston, October 2015. #PSTM15
A presentation delivered on 29 Jan 2013 to The Likeminded Network women's networking group in St Neots, Cambridgeshire. You can find out more about my (free) Twitter For Business e-course at TwitterForBusiness.net
This was a presentation by Gary Winchester at the Rocklin Area Chamber of Commerce for the first Business Resource Committee Brown Bag Lunch Workshop. The topic was Twitter and Facebook.
How to Rock Your Social Media EngagementEric Metelka
What is the right way to engage your audience on different platforms? How often should you be posting new content? How does the Google+ algorithm work? With interactive case studies, we'll explore how your startup can maximize its exposure on each social media platform you post on. If you want to go deep on Facebook, twitter, LinkedIn, Google+, and Pinterest, this class is for you.
How Social Marketing Influences Search Engine ResultsAlan K'necht
In this conference presentation from May 16, 2014 at ClickZ Live in Toronto, the concepts of how various forms social marketing can not only influence the terms people search one, but how both Google and Bing are using Social Signals to speed up the indexing of web content and how these social signals are used to establish trusted links to the content.
Since the Panda update where bad links can actually hurt your sites rankings in search results, establish trust links via social marketing is more critical than ever and this presentation shows you how.
Search, Social, So What? Presentation at Conductor's RoadtoC3 by Grant Simmon...Grant Simmons
Presentation at Road to Conductor C3 in Washington DC.
Covers the why search & social should work together, the benefits, opportunities and returns, noting that content is the bridge between disciplines and the largest win/win of having search & social teams collaborating.
Expert tips for content authority, visibility, and SEO success.
Presentation at Digital Summit Detroit to explain better internal links, scaling internal links and best practices, using a variety of SEO tools including InLinks an entity SEO tool that simplifies, SamaAs schema, and Internal linking.
In this deck I discuss the placement, positioning, value, anchor text, link target, and formatting of internal links in both a single page and the website as a whole.
Building an SEO strategy is not what you'd expect, especially when it's Tom Cruise doing the building! Learn how to build an effective, measurable and accountable SEO strategy that can be leveraged to justify investment and priorities.
Humantics | Optimizing Your Content Strategy in an Entity-Driven WorldGrant Simmons
The intersection of human action & search engine understanding. (With a Terminator theme!)
In 2013 I made the bold prediction that “keywords are dead”. I wasn’t wrong. But even in a dystopian future, I wouldn’t have thought that fundamentals of content strategy would change to artificial intelligence writers and algorithms going head-to-head.
My prediction was driven by Google’s official October 2011 announcement of <cough>making search more secure</cough>, the frustration of SEO tools that pitched ‘not provided’ reclamation, and a general dearth of actionable insights beyond data manipulation of landing page and 3rdparty metrics. Not fun.
Enter semantics, the study of meanings through context and understanding of the ‘why’ that drives search queries. Whether you’re targeting buyers or browsers, Google is the semantic seer that will – with every fiber of their neural network drive the right traffic to the right pages based on meaning, not keywords.
Call it BERT or RankBrain or Hummingbird, Google is trying to think and understand like a human, which is ironic, because I’m a human, and so are you.
Dive into the world of ‘Humantics’ where we’ll learn how to create a content strategy that satisfies Google, searchers, clients, and humans too.
Agile Search Strategy - Let the Data Decide!Grant Simmons
Multi-Channel Marketing is often the best way to accomplish your marketing goals, but which channels? And what mix? In this presentation, I use real-world examples of 'fail fast' agile search strategy in demonstrating how to build an effective channel mix to drive optimal traffic & conversions. All this, and a little Star Wars magic. What could be better? :-)
The Need For Speed - SEO Tips for a Faster ExperienceGrant Simmons
Presented to an online audience of Public Relations' writers, the presentation leverages a few superheroes to talk tools (Batman) and speed (The Flash) and help explain why faster is better.
The SEO Justice League: 5 Pillars Worthy of a Great SEO StrategyGrant Simmons
Webinar I did for the fine folks over at Vertical Measures explaining the ideal components of an SEO strategy through the lens of some of The Justice League members. Batman, The Flash, Aquaman, Cyborg & Wonder Woman. Fun, entertaining & educational. Loved pulling this together!
Hell's SEO - EATing your way to search success!Grant Simmons
Recent Google algorithm updates have stressed the importance of both quality and authority as key considerations of search results. Take a walk inside a modern SEO kitchen where we’ll explore the opportunities and risks of the strategic recipes you might be cooking up!
At the end of this session, you’ll be able to:
Get a taste for Google’s Search Quality Rater Guidelines
Dig into EAT – Expertise, Authority & Trust as ranking factors
Serve Google & users a satisfying search experience
Actionable & valuable tips to align your website with Google’s goals.
The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018Grant Simmons
Riddle me this. What is the best tool to discover the answers to the questions Google users ask? One tool? Ha.
While one tool may give you some of the answers you want, a step-by-step approach with a variety of select tools will give you the answers you need!
Take a walk through Gotham City’s underworld as we uncover both the process and tools you’ll need to win worthy search visibility and traffic.
Paleo SEO | Understanding Foundational Human Needs to Drive Your Content Stra...Grant Simmons
Starting with Maslow's hierarchy of needs, we'll explore how content strategy & tactics need to align with the foundational aspects of human need expressed in search queries and online behavior.
Follow caveman Ugg as he navigates paleo-challenges to satisfaction, then apply to the core elements of content (uniqueness & value), safety (trust & https), social need (sharing & sharability) ego bait and esteem (authoritative connections & links), and finally the pinnacle of paleo SEO - self-actualization of success... the metrics that matter to become chief of the tribe.
Leverage human needs for content success
Ideate and identify key queries to target
Create content that satisfies users queries
Focus on metrics that matter for reporting
What? How? Why? Building Query Personas to Power Your Content StrategyGrant Simmons
Forget keywords as singular elements of search, and follow Google & savvy search marketers as they dig deeper into user intent and leverage questions (and answers) as core to their content strategy!
How to Use Search Data to Build Content That Drives Value at ScaleGrant Simmons
Quality over quantity, classic SEO conundrum. Whether you like cats or not, this presentation steps you through the tools & methodology to provide value to users and drive engagement.
Hampton Roads AMA - 2017 Trends in Digital MarketingGrant Simmons
A quick review of likely digital marketing trends, including; The Multi-screen Consumer, Mobile First, User-Centric Experiences, Augmented Reality & Voice Search | Grant Simmons - Homes.com
Writing the "Right" Content: Highly Searchable, Keyword-Driven and Relevant C...Grant Simmons
Go back 3 years and every SEO was Panda & Penguin panicked, concerned with penalties from thin content and anchor-text rich links. Both link and content practices evolved to address, with a focus on quality, usability and the necessity of understanding user intent and search query context. With this evolution, Google's Hummingbird update, voice search and user behavior, the very definition of a 'keyword' itself has changed, together with the strategy, research and tactics needed to create content that will connect – and answer – your audience's questions.
Presented to single family property managers to educate & entertain on concepts of persona based marketing, content development and the Renter's Decision Journey (RDJ).
SMX London 2014 - SEO Periodic Table of Ranking FactorsGrant Simmons
Presentation I gave at SMX in London with Danny Sullivan and others. Looking at Google ranking ranking factors, what's new, what's trending and what's next
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The ABCs of Leveraging Personas for Search Success Defining The Content That Connects - ClickZ NY 2015
1. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
The ABCs of Leveraging
Personas for Search Success
Defining The Content That Connects
Grant Simmons
Vice President of Search Marketing
2. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
• 20+M Visitors a Month
• 4th Largest Real Estate
portal in US
• Established 1993
• Positioned on ‘quality’
through better targeting
3. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Grant
Simmons
Vice
President
of
Search
Marke5ng
• SEO Since 1997
• Lived the “Agency Life”
• Joined Homes.com 2014
• NOT the GEICO Gecko
4. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
Twi9er
@simmonet
Linkedin
/in/simmonet
Google+
/grantsimmons
5. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Tweet This Session!
@simmonet #CZLNY
6. March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
The ABCs of Leveraging
Personas for Search Success
Who reads subtitles anyway?
Grant Simmons
Vice President of Search Marketing
14. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Personas are a tool to help
in strategy development,
tactical execution and
measurement of outcomes
15. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Personas are:
• Dummy users who represent
hypothetical groups of people
• Defined by their goals
• Delineated by their motivations
• Described by their behaviors
• Distinct by the tactics to address
• No dummies
17. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Success is as simple as ABC!
Success is as simple as ABC!
Success is as simple as ABC!
Success is as simple as ABC!
Success is as simple as ABC!
Success is as simple as ABC!
18. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
3 Main Concepts
• Activation
• Behavior
• Connection
Three shall be the
number thou shalt count,
and the number of
the counting
shall be
three.
19. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Quick Fact
What % of homebuyers say that
neighborhood quality is more
important than size of the home?
20. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
78%
What % of homebuyers say that
neighborhood quality is more
important than size of the home?
22. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Activation
1. Why are people actively searching for
your product?
Where do they search?
2. Where are people who could use your
product online?
What is a stimulus to make them active
prospects for your product?
23. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
Census.gov - Reason for Moving: 2012 to 2013
24. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
Census.gov - Reason for Moving: 2012 to 2013
Pigeon Holes Suck
36. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
…Of Needs / Desires
“I Want / Need To”
37. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
save
time
impress
friends
live
together
feel
young
again
I want to:
38. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
To Understand Stimuli
You Must Ask
39. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
To Understand Stimuli
You Must Ask
Open-Ended Questions
40. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
41. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
42. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
Stimulus:
“What are you
looking for that’s
better in a new
neighborhood?
48. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Survey Tools / Methods
• In Person
• Email surveys
• Online surveys
• By Phone
• Site surveys
49. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
http://www.unknownunknowns.co.uk/Donald Rumsfeld
50. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Don’t Just Ask Your ‘Knowns’
51. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Audiences
• Survey Monkey
• Fluid Survey
• Survey Gizmo (Cint)
• SodaHead
• Google Surveys
52. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Site Analytics
Google Analytics can give you
great insights into *current*
audience breakdown / interests
53. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Now…
Build Your
Personas
54. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Use a Template
Facts. Pain Points. Behavior. Goals.
Words. Quotes. Tweets. Images.
56. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Homemaker Hannah
Investor Isaac
Veteran Vic
First-Time Francis
Empty Nest Ernie
57. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona: Demographics Facts
• What do they do?
– Business
– Hobbies
– Education
• Who are they?
– Demographics
– Income etc.
“buzzwords”
(phrases)
58. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Google is Your (Buzzword) Friend
https://adwords.google.com/da/DisplayPlanner/Home
59. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona: Goals / Challenges
• What are they trying to do?
– Goal 1
– Goal 2
• Why can’t they do it?
– Issue 1
– Issue 2
• How can you help them?
61. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Quick Fact
What % of homebuyers would
forego a home with a larger yard
in favor of a shorter commute?
62. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
57%
What % of homebuyers would
forego a home with a larger yard
in favor of a shorter commute?
63. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Let’s Behave! (or not)
#2
64. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona: Behavior
• Where do they search (or not)?
• Why do they search?
• How do they search?
• What are they searching for?
65. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Google is Your (Search) Friend
https://adwords.google.com/da/DisplayPlanner/Home
Where people search on topics
66. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona: Triggers / Stimuli
Why do they NEED to
be in the funnel?
Trigger
• Economics
• “My boss told me”
• It broke
• Family
• It’s “that” time
• Health
Why would they WANT
to be in the funnel?
Stimuli
• I don’t want to miss out
• What will happen if…?
• The Jones’
• Impress - GHIBP
• More education for job
• Time to give back
67. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Robert Plutchik's Wheel of Emotions
68. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Triggered Search Research
• Query / Topic
• UCG
– Q&A
• Industry studies
69. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Remember the ‘Old’ Funnel?
Source: Forrester Research
70. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Say Hello to the ‘New’ Funnel
Source: Forrester Research
71. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Points of Potential Stimulus
Source: Forrester Research
+
+
media
+
content
72. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
3 I’s of Stimuliii J
Decision makers / breakers
• Inspiration
• Influence
• Information
73. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Inspiration
• You deserve better
– Entitled
• Here’s an idea
– Dream
• Lifestyle expectation
– Picture yourself…
• Financial
– It’s more affordable
than you think…
74. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Influence
• Peers
• Relationship
• Educators
• Parents
• Media / Advertising
• Social / UGC
• Speakers J
75. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Information
• Growth
– Salary studies
• Scarcity
– Only 3 days left!
• Contribution
– Charity stories
76. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Quick Fact
What is the median age
of the first-time buyer?
77. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
31
What is the median age
of the first-time buyer?
79. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Intent to Content
with Context
80. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona: Messaging
• What are their questions?
– Real interview quotes
• How can we answer?
– Real interview quotes
– Content ideas
– Medium ideas
81. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Intent to Content
with Context
82. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
CONTEXT
CONTEXT
CONTEXT
CONTEXT
CONTEXT
Content
/
Context
Medium
Site
Message
Device
GEO
Influence
Inspira5on
Buying
Stage
History
Social
Graph
83. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Persona to Content
with Context
84. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
ForRent
2014
Renter
Survey
@simmonet
86. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Segments to Personas
• Defined 8 segments
• Key:
– Triggers
– Attributes
– Behaviors
• Then gave them personalities
and scenarios…
87. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Sorority Susan
Susan is finally moving out
Her parents are happy, but
they want to make certain
she finds an affordable
apartment in a safe area.
Jenny wants a roommate,
to be close to class, a gym,
and... her
parents
to
pay
J
88. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
What
does
her
funnel
look
like?
-‐
Pla;orms
-‐
-‐
Devices
-‐
-‐
S?muli
-‐
-‐
Content
-‐
89. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
90. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
91. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties w/ parents
Parents look at safety sites
“river front, va crime”
92. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties w/ parents
Parents look at safety sites
“river front, va crime”
Parents give the ‘go’ on
neighborhood and budget
Preferred properties
request
Apartment directions
93. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties w/ parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Pref. properties request Apartment directions
94. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties with
parents
Parents look at safety sites
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
Search
“apartments in river front, va”
“river front, va crime”
“coffee shop near River View
Apts”
95. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Apartment directions
“river front, va 2 bedroom”
Lis5ng
Services
Shared search results
Preferred properties
request
96. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
“best neighborhoods?”
Social
Interac5ons
“local gym?” “river front neighborhood”
97. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
“best neighborhoods?”
Social
“what site should I use?” “what school should I go to?”
“party school?” “warm weather college?” “best medical degree
program?”
“where are you living?” “university in california?” “how do I search for a
college?”
“alumni networks for
jobs?”
“drama club university” “how was your freshman
year?”
“los angeles traffic?” “public transport in
Miami?”
“use ForRent for apartments?”
“ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?”
“how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?”
…
Are
you
listening?
98. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
“best neighborhoods?”
Social
“what site should I use?” “what school should I go to?”
“party school?” “warm weather college?” “best medical degree
program?”
“where are you living?” “university in california?” “how do I search for a
college?”
“alumni networks for
jobs?”
“drama club university” “how was your freshman
year?”
“los angeles traffic?” “public transport in
Miami?”
“use ForRent for apartments?”
“ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?”
“how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?”
…
Are
you
publishing?
99. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
“best neighborhoods?”
Mobile
“what site should I use?” “what school should I go to?”
“party school?” “warm weather college?” “best medical degree
program?”
“where are you living?” “university in california?” “how do I search for a
college?”
“alumni networks for
jobs?”
“drama club university” “how was your freshman
year?”
“los angeles traffic?” “public transport in
Miami?”
“use ForRent for apartments?”
“ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?”
“how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?”
…
Are
you
publishing?
100. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“apartments in river front, va” “river front, va 2 bedroom”
Narrows search
Finds price range
Need to haves, nice to haves
Shared search results
Shares properties with
parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View
Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Preferred properties
request
Apartment directions
“best neighborhoods?”
Mobile
“what site should I use?” “what school should I go to?”
“party school?” “warm weather college?” “best medical degree
program?”
“where are you living?” “university in california?” “how do I search for a
college?”
“alumni networks for
jobs?”
“drama club university” “how was your freshman
year?”
“los angeles traffic?” “public transport in
Miami?”
“use ForRent for apartments?”
“ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?”
“how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?”
…
Are
you
friendly?
101. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Content Ideas for Susan
• Best cycling neighborhoods for
UV students
• How to look good at the gym
• River Front coffee shops only
locals know
• Student moving guide
• Tips to find a safe neighborhood
• How to get your parents to pay
for college
102. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Sorority Susan
• One example – many possible
• Can be *way* more complex
– Forums
– College sites
– Print
– Other influencers
• Social is a key connector
• Device almost always portable
– For *this* persona
103. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
“local gym?”
Narrows search
Finds price range
Need to haves, nice to haves
“river front neighborhood”
Shared search results
Shares properties w/ parents
Parents look at safety sites
“river front, va crime”
“coffee shop near River View Apts”
Parents give the ‘go’ on
neighborhood and budget
Hey guys! I found a great
place… what do you think?
Pref. properties request Apartment directions
105. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
Trigger:
“I’ve been evicted”
106. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
How to Connect?
• Q&A – Leverage research to create ‘robust’
answers – beware of thin content
• Guides – e.g.
“What to do if you’re evicted?”
• Supplemental:
– Credit / Finances
– Short-term Housing
– Lawyers / Legal
– Government Support
107. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Why People Move
0%
10%
20%
Stimulus:
“What are you
looking for that’s
better in a new
neighborhood?
108. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
How to Connect?
• Leverage user survey responses
– Best <anything> in Neighborhood…
• Best, top, awards, safest,
user reviews etc.
– School data / information
– Restaurants / activities
– GEO-based studies
• Jobs / economy
• Commute etc.
109. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Good content connects with behavior
Great content inspires behavior
Grantism
111. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Recap
• Understand triggers and tickles
• Build audience segments from known data
• Gain insights from interviews / surveys
• Map audience segments to journeys
• Build personas from segments & insights
• Develop your content strategy from personas
118. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Grant
Simmons
Vice
President
of
Search
Marke5ng
@simmonet
Questions?
119. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The ABCs of Leveraging
Personas for Search Success
If You’re Still Reading This.
Grant Simmons
Vice President of Search Marketing
120. @simmonet
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The ABCs of Leveraging
Personas for Search Success
Defining The Content That Connects
Grant Simmons
Vice President of Search Marketing