This presentation was given on February 26th, 2008. The subject matter is Marketing With Persona Models in Search. Using representations of your audience to develop highly impactful marketing campaigns

1. Persona Models In Search Marketing Brian Bond VP Marketing & Product FutureNow, Inc.

3. Oh, The Humanity!

5. Power of a Personas Power to Create Deep Empathy Personality, Wants, Fears, Motivations, Aspirations, etc.

6. Which can make them “Debate Enders” Which makes them debate enders

7. And help develop better products and services

8. Personas represent your audience so you can create a campaign that speaks to your audience

9. Image if… You had to write a letter to a crowd…

10. Now write that letter to someone you’ve heard of or see, but don’t know personally… Image if…

11. Image if… Now write that letter your closest friend…

12. The Most Important Element of a Persona for Campaign/Content Planning? Josephine was born the eldest of five children. Being the only girl, Josephine was somewhat thrust in to a nurturing/mothering role as she grew up. This experience throughout her life, combined with the strong relationship she shared with her parents during her childhood has instilled a deep respect and love of relationships and the connections between people. For Josephine, notions of family are very important and this is reflected in her day to day life. She is not a woman who acts purely for herself. Making others happy is her own path to happiness. While Josephine's family is not wealthy, Andrew's family is more than happy with their son's decision. The Bardot name is an old one and Andrew's parents are besotted with the generous and unassuming Josephine. The wedding is set for January the following year leaving six months to organize the big day. One of the constants in Josephine's life has always been her somewhat domineering mother Francine. Far from a negative aspect of Josephine's life, Francine's influence is one born of love for her daughter. Francine recognized that for all her strengths, taking action is not one her daughter is possessed of. Francine is ecstatic about the upcoming wedding as she sees this as a great opportunity for Josephine to have the kind of wedding Francine had always wanted for herself. She is also a little concerned that if Josephine is left to her own devices, things will not get organized and the wedding will be a failure. Fearful of her daughter's wedding not being all it can be, Josephine voluntarily takes on the role of organizer of the big day. While her daughter is the person with the ultimate say in what eventually happens, Francine wants to make sure that Josephine is in the best possible position to make those decisions. Josephine is very much aware of the way her mother views the wedding as a mechanism to live out her own fantasy wedding. For Josephine the wedding is less about her and more about those important to her taking part in and experiencing the joy of this union. Considering the large part Francine has played in her life, Josephine has a strong desire to fulfill her mother's wishes as well as her own. Josephine happily accepts her mother's assistance and shares her mother's desire for the wedding to have be of a traditional nature. A big feature of the wedding in the eyes of both women is the wedding cake, its existence symbolizing all that is important about the union of Josephine and Andrew. The whole family agrees to 'kick-in' to ensure the wedding is something really special and that extends to the cake. Josephine Bardot

13. Insight Empathy Todd “ The Tech Guy” Male 25-35 Years Old Clicks on (X) Todd Hill Spontaneous Competitive Motivated by: Needs: Fears: Etc. Etc

14. Motivations and buying modes Spontaneous Competitive Humanistic Methodical Emotion Time High Low Fast Deliberate

15. Some is better than None… More is better than Some…

21. WebEx.com Persona Driven Campaign Example

25. Diane’s Driving Point Official WebEx Site www.webex.com WebEx is the leader in web meetings - Fast. Easy. Secure. Try Free Now!

26. Diane’s Entry Point

27. Content For Diane

28. Convincing Diane

29. Overstock.com Movie Category Page

31. Overstock.com Buy today and save up to 70% off of retail prices on Top 100 Movies Overstock.com Todd

32. 33% reduction in abandonment

33. I asked FutureNow to do a study of our web site.... found something we had to fix immediately.... We fixed it that night, and saw an immediate 5% lift in our sales . - Patrick Byrne, CEO of Overstock.com $65k in Additional Daily Sales

35. Resources http://www.GrokDotCom.com/category/personas/ http://www.FutureNowInc.com