Lieze Langford, digital strategy consultant for Praekelt Foundation and Internet.org, shares the practical steps to creating a research based persona. Find out what your audience wants, and then give it to them. This was the first in the Indigitous Sessions series. www.indigitous.org

1. 1
This presentation was
given at the first!
Indigitous Sessions.!
!
You can watch the !
webinar at:!
!
www.indigitous.org/events/
debunking-digital-strategy

2. LIEZE LANGFORD!
DIGITAL STRATEGIST WITH !
PRAEKELT AND INTERNET.ORG
ROCK N ROLL WIFE, MOM, DIGITAL NATIVE, CAPETONIAN
LIVING IN SCOTLAND. CHILD OF GOD. LIFE IS TO SHORT,
NOT TO GO ON AN ADVENTURE

3. Debunking
Digital Strategy

4. STRATEGY
What
Who
Where
How

5. WHAT - OBJECTIVES
WHO
WHERE
HOW

6. OBJECTIVES
Specific!
Measurable!
Achievable/Attainable!
Realistic !
Targeted/Time bound

7. 1. Increase UK market share by 5% by close of 2015!
2. Raise brand awareness score by 20% in 2017!
3. Add 1000 Twitter followers to brand account in 2016!
4. Reduce bounce rate on website to < 60% by 2015

8. WHAT
WHO -AUDIENCE
WHERE
HOW

9. ? Persona’s

10. Persona’s
Fictional representations of your ideal customers !
Help you understand your customers better!
Make it easier to tailor content

11. TYPES
Ad hoc personas!
Web design personas!
Marketing personas!

12. Persona Toolkit Describe the user
Demographics:!
• Gender!
• Age Range!
• HH Income (Consider a spouse’s income,
if relevant)!
• Urbanicity (Is your persona urban,
suburban, or rural?)!
• What is the highest level of education this
person has received?!
!
Identifiers:!
• Buzz words!
• Mannerisms
You can find this
information by
administering online
surveys of your target
audience.

13. Persona Toolkit !
User Motivation
Goals:!
• What is your person motivated by? !
• What do they value most?!
• What are their goals?!
!
Challenges:!
• What are they looking for?!
• What are his needs?!
• What are their pain points?!
• What do you help them solve?!
!
!
How we help:!
• How you solve their challenges?!
• How you help them achieve goals?!
Conduct interviews with
your target audience to
learn about their goals
and challenges in more
detail.

14. Persona Toolkit
User Behavior
!
Behavior:!
• What does a day in their life look like?!
• Where do they go for information?!
!
Digital Behavior:!
• How do they relate to technology?!
• Why will they come to the site? !
• What devices do they use on a regular
basis?!
• What software and/or applications do
they use?!
• How much time do they spend browsing
the web every day?
Including a real photo
from Creative
Commons or
iStockphoto helps
everyone envision the
same person.

15. Persona Toolkit
Real quotes:!
• Include a few real quotes, 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
conversation.!
Identifying common
objections will help your
team be better
prepared during their
conversations.

16. Persona Toolkit
Marketing messaging:!
• How would you describe your
solution to your persona?!
!
Elevator pitch:!
• Make describing your solution
simple and consistent across
everyone in your company.
Establishing your
messaging prepares
your entire organization
to convey the same
message.

17. ADVANCED
Touch point mapping
Characteristic mapping
Mapping needs to content

18. TOUCH POINT

19. CHARACTERISTIC MAPPING

20. CASE STUDIES

25. COMMON
MISTAKES
!
!
!
Product-centric thinking!
Avoid a real person !
Personas with no story!
Insufficient research!
Developing Too Many (or Too Few)

26. INSIGHT
MINING
!
!
!
!
Toolkit!

27. INSIGHT
MINING
!
!
!
!
Quantitative Tools!
Qualitative Tools!
Research Reports!
Environmental Analysis!

28. QUANTITAVE TOOLS

29. QUANTITAVE TOOLS

30. RESEARCH REPORTS

31. COMPETITORS

32. Lieze.langford!
!
@liezelangford
!
www.liezelangford.com
/Indigitous!
!
@Indigitous
!
www.indigitous.org