This document provides guidance on creating effective personas to represent target user groups. It discusses the 5 key steps:
1. Discovery - Conducting research through interviews, surveys, focus groups and data analysis to understand user traits.
2. Definition - Identifying and refining potential personas based on research findings.
3. Design - Creating visual representations of the personas through images and infographics to bring them to life.
4. Getting Results - Introducing the personas to teams and integrating them into processes through brainstorms and priority matrices.
5. Ongoing Relationship - Maintaining the personas through visible materials and online forums to ensure they remain integral to development.
Effective personas distill
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
The Revenue Operations to Revenue Acceleration Framework Every Modern Busines...RocketSource
There is no silver bullet that can get brands to revenue acceleration. Instead, companies have to build a strong revenue operations infrastructure based on empathetic customer experience initiatives, intelligent data ops, and innovative content generation. Once you start with the end in mind, your organization can get to a sustainable — and much more feasible — revenue acceleration solution.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
By understanding the needs of your audience, it is possible to identify and design the services and features that support customers with different goals. Personas help direct the vision and design of a web solution, marketing campaign, product feature set, or service offering.
This presentation is an introduction to personas and how to create them.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Midwest UX '12: Mapping the ExperienceChris Risdon
As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your service.
Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.
In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how they’re used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.
The Revenue Operations to Revenue Acceleration Framework Every Modern Busines...RocketSource
There is no silver bullet that can get brands to revenue acceleration. Instead, companies have to build a strong revenue operations infrastructure based on empathetic customer experience initiatives, intelligent data ops, and innovative content generation. Once you start with the end in mind, your organization can get to a sustainable — and much more feasible — revenue acceleration solution.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
By understanding the needs of your audience, it is possible to identify and design the services and features that support customers with different goals. Personas help direct the vision and design of a web solution, marketing campaign, product feature set, or service offering.
This presentation is an introduction to personas and how to create them.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
360-degree Marketing vs. Integrated Marketing Communications.Julia Scherbakova
In this presentation you will find basic descriptions, competent overviews and brief comparative analisys of the two approaches to marketing communications. You may take it as a basic foundation for the further study on this question.
How to Create a Customer Segmentation ModelMark Haubert
Are your sales and marketing teams focused on the right customers? Learn how to define your Ideal Customer Criteria, create a Customer Segmentation Model, identify your Key Accounts and focus your teams on customers with the greatest potential for growth.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Consumers value brand experience more and more when they purchase a product or service. Read our brand experience best practices to learn how to build your brand in a way that will resonate with the people whom you want to reach.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
360-degree Marketing vs. Integrated Marketing Communications.Julia Scherbakova
In this presentation you will find basic descriptions, competent overviews and brief comparative analisys of the two approaches to marketing communications. You may take it as a basic foundation for the further study on this question.
How to Create a Customer Segmentation ModelMark Haubert
Are your sales and marketing teams focused on the right customers? Learn how to define your Ideal Customer Criteria, create a Customer Segmentation Model, identify your Key Accounts and focus your teams on customers with the greatest potential for growth.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Consumers value brand experience more and more when they purchase a product or service. Read our brand experience best practices to learn how to build your brand in a way that will resonate with the people whom you want to reach.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Channel Planning for Integrated Marketing Successlindsayferris
Brands and marketers are paying a lot of lip service to the WHAT of "Integrated Marketing", but there's a shortage of information on the HOW. This presentation discusses CHANNEL PLANNING - what it is, how to start and how to use it as a framework for innovation.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
Web-based media has demonstrated itself to be an important channel for advertisers to reach and change over clients. Eminent for a light-footed methodology, online media advertising requires channel directors to stay up with the latest the most recent web-based media patterns in specialized and social improvements to ensure they are taking advantage of the multitude of chances accessible.
As friendly stages present new provisions and change their calculations, online media drifts moreover go through an advancement. Take Instagram Stories, for instance.
Source: https://insightbloq.com/
Tycoon created this presentation specifically for participants in New York's Startup Weekend Global Fashion Battle on September 5-7 2014. As dedicated sponsors in this amazing event, Tycoon covers business and marketing fundamentals such as the elevator pitch, customer empathy map, customer decision journey, marketing map and key performance indicators.
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Content Amplification: You're Looking at the Funnel the Wrong WayRoss Howard
You’re an expert by now. You produce valuable content and use it to position your business as accessible and helpful. However, even with the latest technology, until you change your perspective on the buyer’s journey you will continue to fall into the same traps.
In this deck Ross will outline why the way we think about the marketing funnel is one-sided, and present a model that Inbox Insight uses to run hundreds of content marketing campaigns a year to their global community of business people.
Own It! Take Charge of Your Career by Tuesday A. StrongTuesday Strong
Technology, globalization and the pace of change continue to be drivers for independent career management. Work environments and the way in which we work and think about work continue to change at an accelerated pace. Career management is also changing. Savvy professionals realize that they (not their employers) are responsible for their careers and professional development. Effective career management is about owning your professional development for the life of your career, not just the job you’re in. Employment trends have accelerated during the past few years. Are you ready to survive and thrive in these new times?
Five reasons why you should read OWN IT! Take Charge of Your Career:
1. You are responsible for your career, not your employer.
2. You need a rock solid professional reputation to stay employed.
3. Savvy professionals use goal setting, networking and marketing for career success.
4. You can increase your competitiveness with a minimal investment of time and money.
5. OWN IT! is filled with practical examples, templates and actionable advice.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing von Shankho Mukherjee auf der virtuellen AFBMC.
https://conference.allfacebook.de/
Personal branding is the concept of perceiving yourself as a brand, that is, to associate your name with your field of expertise or others.
The following document describes the definition as well as some basic steps in order to establish your personal brand.
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
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.
Developing Powerful Audience Personas For Successful Online Engagement - Laur...FeverBee Limited
In this session, user centred marketing expert Laura Hampton of digital agency Impression will share insight into the importance of audience understanding in your comms strategy. She'll provide clear, actionable tips for you to implement within your own campaigns. Learn how to better engage your audience.
Laura Hampton provides her advice on how to create powerful audience personas to better understand your audience and meet their needs. Presentation given at Sprint conference in March 2016.
Similar to Understand your customer - Using Marketing Personas for fun and profit (20)
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
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.
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
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.
2. ACCOUNT
Tools for better
PLANNING
Personas change the perspective to simplify design and development decisions. By creating a concept
consumer, we uncover valuable insights that provide development teams with fertile ground to create.
WHY CREATE PERSONAS?
I think it
should
be designed
like this
BECOMES
Let’s design it
the way
our guy
would use it
3. WHO USES THEM & WHY
Personas are today used extensively in some of the world most forward thinking organisations to create a closer
connection with the audiences that matter most. Personas help marketing teams bridge the gap between the
desires, needs and expectations of customers on one hand, and the product team’s assumptions on the other.
4. ACCOUNT
Tools for better
PLANNING
The power of personas is their ability to distil a wide variety of traits and statistics
into a composite, much like a police sketch. And as with the police sketch, a poor
likeness yields poor results. A persona constructed out of assumption is worse
than useless, it’s likely to be counter-productive.
A WORD OF CAUTION
5. Personas define fundamental qualities of a subset of users. As a rule, you want as few as possible,
even if that means segments of the audience are overlooked. The size of your audience and
type of brand or product will determine how many personas are needed. A skate shop will likely
need one. A car model might require two. A credit card, ISP or bank might need up to six. Beyond
that it starts to become meaningless.
GETTING THE NUMBER RIGHT
6. It’s the ultimate sophistication, if Aristotle is to be believed. What you’re trying to achieve is pair of
shoes anyone can step into - it captures the essence of the person and insights about them as
elegantly as possible. People don’t read walls of text. Once you’re done designing, edit harshly.
SIMPLICITY SPEAKS LOUDEST
8. STEP 1
COMPONENTS
The big goal is to create a persona that reflects the archetype of each audience
accurately.. There is no set-in-stone template. I generally modify my personas
according to the brand - a soft-edged consumer brand might have a longer-form
storytelling style, where a B2B product will have more data points and bullet lists.
9. COMPONENTS
NAME SURNAME
CONCEPTUAL TITLE
Demographics
Image
About
Salient
Quote
Goals Motivators
Pain
Points
Routine Watering Holes
There is no one correct way to compile a persona, but the
sections contained in this example are common to most.
Successful personas are about honing a large amount of
information in meaningful ways, not filling in a template.
10. COMPONENTS
IMAGE
The image instantly contextualises your persona – demographics,
personality and style. Collect a folder of potential candidates and shortlist by
elimination. Try to avoid posed images and the facetious ‘stock image’ look,
Look for a shot that’s in the moment.
11. COMPONENTS
NAME SURNAME
What’s in a name? Name should of course be appropriate to race,
nationality, age and gender, but can also infer character and personality
traits (picture the people behind the names ‘Candy’, ‘Katherine’ and ‘Maude’)
12. COMPONENTS
CONCEPTUAL TITLE
Conceptual titles are not essential, but can situate your persona within a
broader group in a couple of words. Examples: Time-poor Techie,
Onlookers, The Thinker. You can combine name and conceptual title into
something like ‘Frugal Frank’. Avoid cliche’s like ‘Soccer Mom’.
13. COMPONENTS
DEMOGRAPHICS
This is the standard list of quantitative features of your synthesised individual, and
will likely include age, gender, income, marital status and number of dependents,
but could include details such as religion, political leaning and type of residence.
While the target group might incorporate both genders, your persona will reflect
one. Take care to consider which features are critical, informative or dispensable,
and only include the first two.
14. COMPONENTS
ABOUT &
SALIENT QUOTE
How much you elect to include in your persona impacts its effectiveness. In
some cases, either a quote or an about section will do. In some cases, you
may want to include both.
The About should sum up your individual in a few crafted sentences. Every
sentence needs to be relevant to the brand. What is this person’s day like?
Are they outgoing and spontaneous? What do they feel about change?
Your salient quote is taken from their perspective. It should be an insight that
captures their goals, motivations or desires concisely and powerfully.
15. COMPONENTS
GOALS,
MOTIVATORS
& PAIN POINTS
This section describes the forces that drive your persona, and is the most
critical and valuable component. This section is where the majority of your
work needs to be done. If you rely on gut and assumption, you’re likely
going to be wide of the mark.
16. COMPONENTS
DAILY ROUTINE &
WATERING HOLES
These sections are non-essential, and will largely be determined by your
intent in creating the personas. For communications and advertising, they
are usually essential, less so for product development or retail experiences.
This area of the persona looks at where your audience is finding their
information, what influences their decision making, and the intersections in
their everyday where large swathes of them can be reached.
17. COMPONENTS
NAME SURNAME
JOB TITLE
Overview
Image
A Day in the Life
Work
Activities
Leisure
Activities
Goals
Fears
Aspirations
Computer
Skills
Technology
Attributes
An alternative persona developed by Microsoft. Emphasis
on technology and international variations of the persona
reflect their business. Every Microsoft persona is backed
by an in-depth research dossier.
Quotes
International
Differences
Demographics
18. STEP 2
DISCOVERY
In most cases, a brand or product will include a prescribed target.
While this can be a good starting point, and will likely have a
close semblance to your final persona, I recommend ignoring
the given audience, and developing the persona from scratch.
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19. DISCOVERY
THE TEAM
If you’re fortunate to have resources to apply to your persona
development exercise, try and draw from a wide range of disciplines
and specialities. Microsoft’s persona team includes product planners,
usability engineers, interaction designers, market researchers, and
technical writers. Broader perspective equals richer result.
20. DISCOVERY
The people at the front lines of a business have an intimate understanding
of the traits, wants, desires and frustrations of their customers, yet so rarely
get to talk to the people tasked with communicating the brand.
The single most important step in this exercise is to seek them out and
plumb their knowledge of the client base. This group will include:
ASK!
SALES
STAFF
CLIENT
MANAGERS
PERSONAL
ASSISTANTS
COMPLAINT
TEAMS
CALL
CENTRE
21. DISCOVERY
FOCUS GROUP
If you’re fortunate to have the budget and time to assemble a focus
group, it is an invaluable resource for honing your persona. More often,
focus groups will be assembled for other reasons. Throw in some of the
questionnaire questions that follow as an introduction. Also, find out if any
videos exist from past focus group and look there for insights.
22. DISCOVERY
Online surveys are most effective when you have direct access to a database of
existing clients, but can also work by approaching communities that fall within
primary or secondary audiences. Facebook and LinkedIn groups, hobbyist sites
and industry portals all offer access. Vet the results carefully and weed out
responses from individuals not within the target parameters.
ONLINE SURVEY
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23. DISCOVERY
To uncover the right information, you have ask the right questions. Tailor
your own questionnaire to the specifics of your brand or product, in
addition to:
• The demographic profiles of the average customer, including age,
gender, education, income, marital status, number of dependents etc.
• Employment, career path and company profile
• What happens in their typical day?
• Where do they aspire to be in 5 years? Where are they likely to be then?
• What are their major challenges and complaints?
• How tech savvy are they?
• How open are they to change and new ideas?
• What drives and motivates them? What does success mean to them?
• What social media are they on? What sites do they frequent?
• What associations do they belong to?
• Where do they get their information about the business?
• What are their shopping habits? Online or brick & mortar?
• What do they watch and read?
• What do they do to relax?
QUESTIONNAIRE
24. DISCOVERY
WEB ANALYTICS
Google Analytics offers a wealth of insightful information about the
demographics, browsing behaviour, interests and trends of the visitors
to your company website. Breaking this down into the pages each group
browse is an invaluable source of primary data for persona development.
25. DISCOVERY
Expand the search as wide as possible to include field studies, competitor analyses,
trend reports, ethnographic studies and any other data that can assist in forming a
clear and more complete persona. In this phase of the Persona development, simply
aim to collate and curate – find what’s relevant and keep it in check until the
definition phase that follows.
INDUSTRY RESEARCH
26. STEP 3
DEFINITION
After compiling as much as you possibly can about the audience, the
process shifts into identifying, refining and enriching your personas.
Definition is most effective as a collaborative activity with a diverse team.
27. DEFINITION
IDENTIFICATION
A successful persona emerges like a bust from a block of marble.
Identification is the first rough shape. Usually, by the end of the Discovery
phase, you’ll have a strong idea of the number of personas and their
characteristics by this stage.
Find a wall or whiteboard and divide it into the number of personas you’re
creating, and place a conceptual title for each one in the centre.
28. DEFINITION
PROCESS
The power of personas comes through accuracy and refinement. Although
you might have a ton of exciting data compiled on your individual, the
magic comes in identifying what matters and polishing that to a high
shine. Colour coding the information on stickies and putting it all in front of
you is a great starting point before whittling it down to the gems.
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29. DEFINITION
LEVEL OF DETAIL
One of the toughest parts of creating your persona is determining what to
include, and what to leave out. Much of this will be informed by the task
your persona is expected to perform. If its to define an advertising
audience or inspire content, very little detail is necessary. If instead it is
intended for design of a new operating system, more information is
inevitable.
As demonstrated in the next section, the design of the persona content
should bring the persona to life for the design team, and with every
superfluous detail you add, this impact is diminished.
30. DEFINITION
SANITY CHECK
You’re done with compiling your persona, and you believe you’ve got it spot on. A sanity
check is a great way to ensure your high level characteristics align with the detail you’ve
included, particularly if you’ve had to rely on more guesswork than you’d have liked.
One way to do this is to try and find a few real life archetypes. Run your persona by them
and see whether everything resonates. Push them to be honest, and dig deep on the
sticking points. The bigger your sample here the better.
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31. STEP 4
DESIGN
The rise of digital means that design has a greater role to play in business today than at
any point before. This isn’t simply about how something looks, but about how it works,
how it communicates. Design is a critical to the success of your persona. How the
information is presented will determine how it is viewed, interpreted and put to work. It
will provide credibility.
If you are not skilled in design, I strongly recommend bringing a graphic designer in to
deliver the final product. It makes a world of difference.
32. DESIGN
RESONANCE
The impact your persona ultimately makes is largely down to how well it is
represented. As seen in the examples at the end of this presentation, the quality
of the design and layout has a significant impact on how it is perceived. If you
can’t have a professional help you, draw inspiration from well designed personas,
and carefully consider every aspect of the design, from the fonts and image
placement to the data visualisations.
33. DESIGN
INFOGRAPHICS
Nothing kills a persona faster than a bland wall of text. With a good
designer, the information in your persona can be transformed into a visual
language that gets the message across faster and more powerfully than
text alone. Infographics can compress masses of data into a simple
illustration, it can give abstract concepts meaning and can draw the eye
from section to section in a logical progression.
34. NARRATIVE
Personas are works of fiction, and are not intended to be constructed
entirely of hard data. As you tell the story, try to rely as much as possible
on qualitative findings and observations as you can. Every statement
must be carefully considered, crafted, questioned and reworded multiple
times before the final statement is cemented. Zero waffle. The more on
point you are, the more real your persona becomes.
DESIGN
35. SUPPORTING DATA
DESIGN
The more in depth your persona is, the more research and background information
you will have to support it. This can be invaluable to the user in the steps that
follow, so categorising, referencing, filing and attaching this information to your
persona is a must. Include all video of interviews and focus groups, and use a
footnote system to direct the reader to the relevant documents.
36. STEP 5
So you’ve poured passion and sweat into creating personas that resonate. Where to
now? Personas will often meet stiff resistance, particularly in hard-nosed engineering
or scientific workplaces. Develop a step-by-step plan for launching the personas
internally, with a medium term plan for integrating them into the daily processes.
GETTING RESULTS
37. RESULTS
INTRODUCING PERSONAS
I strongly suggest a two step approach. First, create a short, sharp presentation on
what personas are, why they’re effective, and which companies are using them.
There’s many great case studies online to back your argument.
Second, don’t reveal everything at once. Start with the name and image of each.
If you’ve got several, only introduce one per sitting. Aim to develop a first-name
relationship between the audience and the persona, and build up the personality
behind the persona over several days or weeks.
How personas are introduced should be determined by the audience. If the team is marketing and design
oriented, its likely that they’re going to be receptive; most other departments less so.
38. ONGOING RELATIONSHIP
The biggest pitfall in the persona exercise is a quick introduction and a quicker exit. If the
personas are not a prominent and integral part of the development process, they have failed.
For MicroSoft, personas were communicated through multiple channels in a progressive and
gradual process that invited feedback and user-generated ideas. They developed posters,
flyers, screen-savers, emailers and gimmick items like mousepads and stress balls. A microsite
was built with all supporting documents, persona tools and scenarios, as well as competitions
that encouraged users to imagine how personas would react to a given situation.
RESULTS
39. MAKE THEM VISIBLE
Personas cannot make themselves felt hidden away in a folder or as digital files.
Consider where and how personas will be used and produce materials to make
them larger than life. If you can, use models from your stock photo provider with
extensive photoshoots in different settings. Expand the salient quotes section,
and create posters with a new quote each time. Find innovate ways to build the
persona into the environment.
RESULTS
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40. PERSONA BRAINSTORMS
Once personas are introduced and revealed, they must be put
to work. Set formal brainstorm sessions for each persona using
IDEO’s brainstorm guidelines. Set clear objectives and tasks
for each of the team to continue development after the
brainstorm with the specific persona in mind.
RESULTS
41. DIGITAL DISCUSSION
Personas are most effective when they become a framer for development discussions:
“How would Amy use this feature?”, “Is this too complex for Amir?”. Create a
conversation forum online using Basecamp or JIRA, or add a sub-forum to your existing
project management tool, to facilitate discussion about the development from the
perspective of the personas.
RESULTS
42. PRIORITY MATRIX
The priority matrix is an excellent way to demonstrate the strength of personas, particularly in
product development. Every feature of the product is scored according to how each persona
would perceive and use it. Negative scores are given for features that would harm the user
experience. Each persona is weighted by his or her importance to the business and size of
market to ascertain which features should be pursued and which scrapped.
RESULTS
PERSONA 1 PERSONA 2 PERSONA 3 WEIGHTED
WEIGHTING 60 25 15
FEATURE 1 0 2 1 65
FEATURE 2 2 -1 0 95
FEATURE 3 1 1 2 115
43. ENRICHMENT & EVOLUTION
Solving and growing your persona is a great way to get them deeply
imbedded into the creative process. Document the results of brainstorms and
development were personas have been used, and publish them on the
forum. Invite users to offer their own salient quotes. When new qualitative
research emerges, use it to test the integrity of the personas, and tweak
them to build a more rounded and accurate archetype.
RESULTS
44. TESTIMONIALS
Personas work incredibly well in creating brand-building campaigns using customer
perspective as the concept. Testimonial style ads, online video, quotes and endorsement
developed from robust personas will resonate with the consumers they are intended to
represent. Personas ensure the target segments are on point, insights are built in, and multiple
facets of the needs, frustrations and motivations of each group are clearly communicated.
RESULTS
45. PERSONA MAPS
Fully fledged personas can be developed in a range of representations to show how they
relate to one another, how their motivations are different, or how a competitor may be
making inroads to key segments. These can be highly effective at the first stages of the
design process, allowing for abstract positioning of the product relative to its audiences,
RESULTS
46. The following slides incorporate a range of persona styles and designs used
by world leading companies.
GREAT EXAMPLES
47. Personas for development of a car care app. Strong
salient quote and good use of infographics but the
description could be more concise.
48. Personas for stock
photo and footage site
corbis.com. Mood
board is an interesting
touch. Needs/Tasks/
Knowledge matrix
relates directly to the
product.
49. Fantastic persona set for Disney’s
movie consumers. Each persona is
distinct, clearly defined and contrasted
with the others. Information is
beautifully crafted and presented.
50. Conceptual designs for betting site BetFair for
web developers. Compelling design and good
focus on the user journey.
55. Another example with Millennials as customers.
Headlines of each section are great examples of
a lot of information distilled into a single phrase.
Far more data driven than most personas.
56. Personas for Environ’s skincare range. Vertical
design contrasts the differences between each
group clearly.