The document outlines an agenda for a UXDC workshop on using personas and journeys. It discusses defining personas and journeys, and how they can be used together. Attendees participate in exercises to create personas, map out customer journeys, and develop a content heat map. The goal is to help marketers better understand audiences and map content to their needs at different stages of the customer journey.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
Tips and advice on Thought Leadership how you can become an authority in your industry and drive conversation online about your brand, product or service.
This presentation also covers content marketing and how it is a tactical process vs. thought leadership which is strategic.
Included are examples and tools which you can use in your content marketing strategy and develop thought leadership for your clients.
This talk was presented at Oxon Digital.
Presentation from the 2014 Product, Customer and User Experience Summit in Chicago on June 16, 2014. The presentation discusses the context for UX as strategy, provides an example of applying a UX approach to informing your business and experience strategy, measuring the impact of UX and what's needed to sustain and build upon the value of UX within an organization.
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
-------------------------------------------------------------------------------------------------------------------
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
Tips and advice on Thought Leadership how you can become an authority in your industry and drive conversation online about your brand, product or service.
This presentation also covers content marketing and how it is a tactical process vs. thought leadership which is strategic.
Included are examples and tools which you can use in your content marketing strategy and develop thought leadership for your clients.
This talk was presented at Oxon Digital.
Presentation from the 2014 Product, Customer and User Experience Summit in Chicago on June 16, 2014. The presentation discusses the context for UX as strategy, provides an example of applying a UX approach to informing your business and experience strategy, measuring the impact of UX and what's needed to sustain and build upon the value of UX within an organization.
SEO, Social, and More: Digital Marketing for your BusinessIntuit Inc.
Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.
Project management is more than, "just do your job". All projects have stakeholders and their perception is reality when it comes to influences projects: the best case - stakeholders improve project roll out, utility, and adoption. The worst case: … well, roads are paved with projected intention. Draw upon design thinking, user experience, and digital marketing techniques to improve stakeholder involvement with examples for change management, product management, and tactical tools for an enterprise-level project to manage 'What’s In It For Me?'
Marketing Analytics is critical to all marketing activities:
--- Challenge: Difficult to setup and measure
--- Solution: Measure what matters
--- Implementation: Tie marketing analytics back to your business goals
UX Discovery: Your Secret Weapon To Business SuccessHelena Hill
Find out how the UX Discovery Phase can help your business increase revenue by asking the right questions upfront. Spending time researching your customers, competitors and measuring your 'here and now' will give your business the differentiator it needs to succeed.
User Experience Research: Deriving Insights for Customer DevelopmentNoreen Whysel
Workshop on deriving insights for Customer Development with user experience research techniques. Presented to Project 2.8 cohort of entrepreneur women hosted by the Columbia Venture Community.
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever BeforeCasey Knox
A brand is defined by the summation of conversations taking place about it—online and offline. Although, this statement has always been true, the online component has never been easier of the two to measure. That is why, having the right narrative in play has never been more important. During this session, Digital PR pro Casey Knox explores real world examples of proactive and reactive narratives, and the must-knows of leveraging digital PR to grow, position, protect and propagate brands.
Learn about PYLON for LinkedIn Engagement Insights, a new API solution available through our Analytics Partner DataSift.
We’ll take a deep dive into this new analytics offering that allows marketers to use the privacy-protected LinkedIn data of 467M professionals worldwide to cut through the mass of data points and hone in on those that truly matter: allowing you to make data-informed decisions based on the genuine needs of audiences.
Learn how you can:
-- Discover your audience: Gain insight into where to invest your advertising dollars by discovering the audiences that are the most engaged with your content.
-- Create better content: Design successful content campaigns and develop messaging that resonates with your audiences by determining what topics they are interacting with.
-- Build your brand: Discover how audiences engage with your brand, products or services (or those of your competitors) through company, industry and competitive insights.
In this presentation, the team from DataSift will explain how you can identify and measure the right metrics, keeping a pulse on the needs and interests of your target audiences.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
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
Project management is more than, "just do your job". All projects have stakeholders and their perception is reality when it comes to influences projects: the best case - stakeholders improve project roll out, utility, and adoption. The worst case: … well, roads are paved with projected intention. Draw upon design thinking, user experience, and digital marketing techniques to improve stakeholder involvement with examples for change management, product management, and tactical tools for an enterprise-level project to manage 'What’s In It For Me?'
Marketing Analytics is critical to all marketing activities:
--- Challenge: Difficult to setup and measure
--- Solution: Measure what matters
--- Implementation: Tie marketing analytics back to your business goals
UX Discovery: Your Secret Weapon To Business SuccessHelena Hill
Find out how the UX Discovery Phase can help your business increase revenue by asking the right questions upfront. Spending time researching your customers, competitors and measuring your 'here and now' will give your business the differentiator it needs to succeed.
User Experience Research: Deriving Insights for Customer DevelopmentNoreen Whysel
Workshop on deriving insights for Customer Development with user experience research techniques. Presented to Project 2.8 cohort of entrepreneur women hosted by the Columbia Venture Community.
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever BeforeCasey Knox
A brand is defined by the summation of conversations taking place about it—online and offline. Although, this statement has always been true, the online component has never been easier of the two to measure. That is why, having the right narrative in play has never been more important. During this session, Digital PR pro Casey Knox explores real world examples of proactive and reactive narratives, and the must-knows of leveraging digital PR to grow, position, protect and propagate brands.
Learn about PYLON for LinkedIn Engagement Insights, a new API solution available through our Analytics Partner DataSift.
We’ll take a deep dive into this new analytics offering that allows marketers to use the privacy-protected LinkedIn data of 467M professionals worldwide to cut through the mass of data points and hone in on those that truly matter: allowing you to make data-informed decisions based on the genuine needs of audiences.
Learn how you can:
-- Discover your audience: Gain insight into where to invest your advertising dollars by discovering the audiences that are the most engaged with your content.
-- Create better content: Design successful content campaigns and develop messaging that resonates with your audiences by determining what topics they are interacting with.
-- Build your brand: Discover how audiences engage with your brand, products or services (or those of your competitors) through company, industry and competitive insights.
In this presentation, the team from DataSift will explain how you can identify and measure the right metrics, keeping a pulse on the needs and interests of your target audiences.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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
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
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Run Landing Page Tests On and Off Paid Social Platforms
Uxdc content-heatmapping
1. IT’S ABOUT THE JOURNEY
UXDC Workshop - April 14, 2017
@UXDC #UXDC2017 @lindroux @digitallydeft
2. TODAY’S JOURNEY
➤ Ice-breaker
➤ Why are we here?
➤ Creating personas and journeys
➤ Exercise 1: Define the journey
➤ Putting your personas and
journeys to work
➤ Creating a content heat map
➤ Exercise 2: Create a heat map
➤ Q & A
2@UXDC #UXDC2017 @lindroux @digitallydeft
3. 3
Group Challenge: Find 3 things you
have in common (no body parts)
@UXDC #UXDC2017 @lindroux @digitallydeft
5. 5
…of content B2B marketers consider ‘audience
relevance’ the most important factor in determining
content marketing effectiveness
-Boardview
58%
@UXDC #UXDC2017 @lindroux @digitallydeft
6. 6
…more effective and easier to use by targeted users
-HubSpot
2-5X
Using marketing personas made websites…
@UXDC #UXDC2017 @lindroux @digitallydeft
7. 7
-MLT Creative
2X
Using buyer personas in an email campaign improved…
5X
Open rate by… Clickthrough rate by…
and
@UXDC #UXDC2017 @lindroux @digitallydeft
8. 8
-Boardview
58%
It is more effective to target…
45%
Cold leads with Persona
based content…
…than targeting warm
leads without using
Persona based content
@UXDC #UXDC2017 @lindroux @digitallydeft
9. 9
However, only…
15%…of marketers believe
their Personas are making
a significant impact on
marketing success
Promoters - 15.2%
Passives - 48.5%
Detractors - 36.4%
-DEFT Survey
@UXDC #UXDC2017 @lindroux @digitallydeft
11. 11
57%
-DEFT Survey
Specifically, only…
…of marketers who are using Personas say they can easily
map content back to the audiences for whom it is intended
@UXDC #UXDC2017 @lindroux @digitallydeft
12. „Take Your Personas Off the Fridge
and Put Them to Work
- Erik Devaney, Hubspot
12
https://blog.hubspot.com/marketing/ways-to-use-buyer-personas#sm.0010blydr171recdtuf1jeitje3td
@UXDC #UXDC2017 @lindroux @digitallydeft
14. PERSONAS, AS WE SEE THEM
14
Personas are multidimensional representations of real users or
customers. They help companies to focus on understanding the
behaviors, preferences and needs of key target customers.
Meet Adam
“As an [audience type] I am most concerned about [primary
goals and triggers] and I am most likely to seek answers
[content, engagement and channel preferences]
@UXDC #UXDC2017 @lindroux @digitallydeft
23. SOME THOUGHTS ON PERSONAS
➤ Personas are not segments, segments are not personas
➤ Insights into your personas come from many sources:
➤ Your audiences
➤ Your sales team
➤ Your customer service team
➤ Your web, social and CRM analytics
➤ 3rd party research
➤ Alignment across geographies and business units is critical
➤ Hypothesize, test and refine
23@UXDC #UXDC2017 @lindroux @digitallydeft
24. JOURNEYS, AS WE SEE THEM
24
Journeys are representations of the multiple stages or touch points
a single persona will move through during the course of their
relationship with your organization.
Awareness
Consideration
Decision to
Engage
Use & Support
Advocacy Awareness
Consideration
Advocacy
Decision
Engagement
@UXDC #UXDC2017 @lindroux @digitallydeft
25. SAME GUY, DIFFERENT JOURNEY STAGE
25
Adam, the prospect
@UXDC #UXDC2017 @lindroux @digitallydeft
26. SAME GUY, DIFFERENT JOURNEY STAGE
26
Adam, the prospect Adam, the customer
@UXDC #UXDC2017 @lindroux @digitallydeft
27. SAME GUY, DIFFERENT JOURNEY STAGE
27
Adam, the prospect Adam, the customer Adam, the advocate
@UXDC #UXDC2017 @lindroux @digitallydeft
29. JOURNEY OVERVIEW
29
What your audiences need
Awareness
REACH DEPTH RELATIONSHIP
Understand more
about your
organization, your
products or my
needs
Evaluate offering and
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Consideration AdvocacyDecision Engagement
Audience Needs
@UXDC #UXDC2017 @lindroux @digitallydeft
30. JOURNEY OVERVIEW
30
What your audiences need
What you need your audience to do
Awareness
REACH DEPTH RELATIONSHIP
Understand more
about your
organization, your
products or my
needs
Evaluate offering and
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Brand recall
Product education
Engage with brand
Conversion
Engage with brand
Informed conversion
Conversion and
loyalty
Become an advocate
Engage with brand
Demonstrate loyalty
Become an advocate
Awareness of a new
need
Remain loyal
Consideration AdvocacyDecision Engagement
Audience Needs
Organizational Goals
@UXDC #UXDC2017 @lindroux @digitallydeft
31. JOURNEY OVERVIEW
31
What your audiences need
What you need your audience to do
What brings the two together
Awareness
REACH DEPTH RELATIONSHIP
Understand more
about your
organization, your
products or my
needs
Evaluate offering and
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Value proposition
Thought leadership -
specific question
Comparative info
Case studies
Pricing
ROI calculator
How/where to buy
Transactional
features
Internal decision
support
Best practices
Thought leadership
answering my
questions
Community stories
Brand recall
Product education
Engage with brand
Conversion
Engage with brand
Informed conversion
Conversion and
loyalty
Become an advocate
Engage with brand
Demonstrate loyalty
Become an advocate
Awareness of a new
need
Remain loyal
Consideration AdvocacyDecision Engagement
Audience Needs
Organizational Goals
Content & Functionality
@UXDC #UXDC2017 @lindroux @digitallydeft
32. 32
Events that might trigger this particular journey stageTriggers
Key objectives of the persona in this stageNeeds
The content and functionality that meets audience needs
Content /
Functionality
Most appropriate channels in which to engageChannels
Desired outcomes of that journey stageOutcomes
JOURNEY REPRESENTATION
@UXDC #UXDC2017 @lindroux @digitallydeft
35. THE SCENARIOS
35
2
1
3
B2B
Construction/industrial company
Average deal size in the tens of millions
Ability to deliver on complex projects a key value proposition
B2B2C
Consumer electronics manufacturer
Sells through owned and 3rd party retail outlets
Global market
Non-profit
Healthcare provider system, specializing in cancer care
Renowned as a research institution and teaching hospital
Relies heavily on donor participation to fund programs
@UXDC #UXDC2017 @lindroux @digitallydeft
36. THE PLAYERS
36
Engineer Decision-maker Media Job-seeker
IT Purchasing Business Owner College Student “Home IT Guy”
Patient Patient family Donor Resident physician
2
1
3 @UXDC #UXDC2017 @lindroux @digitallydeft
37. 37
AwarenessJourney Stages:
Solving for a specific business problem
Passive
Triggers
Understand more about company X
Answer a specific question, eg planning for a
construction project
Understand engagement process
Needs
Thought leadership
News - recent projects, philanthropy, etc
About the X company (diversity of capabilities,
etc.)
Content /
Functionality
Advertising
Social
Search (unbranded)
Events
Channels
Consideration
Decision to start the bid process
Internal committee to evaluate a project
Is X company qualified to take on my project?
What other projects like mine has X worked on?
What certifications does X have?
How does X differ from the competition
Certifications
ROI Calculator
Stories about current and past projects
Statistics
Web Search (branded)
Social
Word of mouth
Third party web
Need to researchOutcomes
Issue RFP
Advocacy
JOURNEY REPRESENTATION - EXAMPLE
@UXDC #UXDC2017 @lindroux @digitallydeft
38. 38
DecisionJourney Stages:
Research prior to making a decision
Internal evaluation process
Triggers
How financially stable is X as a company?
Does X comply with sustainability requirements?
Is X a company we can trust?
Help me get to yes internally
Needs
Statistics
X and the environment
Community involvement
Key leadership
Content /
Functionality
Web (company site, corporate)
Word of mouth (peers)
Industry community / groups
Channels
Engagement
Decision to start the bid process
Internal committee to evaluate a project
Tips for during and after construction
If my contact is on vacation, who to call next
I want to be kept in the know on what X is doing
Thought Leadership - Project management
Project management tools
Status reporting
Company directory
In-person
Email
Web
Portal
Project kickoff
Advocacy
Outcomes
Advocacy
JOURNEY REPRESENTATION - EXAMPLE
@UXDC #UXDC2017 @lindroux @digitallydeft
39. 39
AdvocacyJourney Stages:
Successful completionTriggers
I want to be kept in the know on what X company
is doing
I want to share my success with peers
Needs
Advocacy prompts
Content /
Functionality
Web
Email
In-person
Channels
Continued engagement and advocacyOutcomes
JOURNEY REPRESENTATION - EXAMPLE
@UXDC #UXDC2017 @lindroux @digitallydeft
46. PUTTING PERSONAS AND JOURNEYS TO WORK
• Content heat-mapping, voice & tone
• Personalization and targeting
• CRM categorization and integration
• Define/refine sales enablement tools
• Establish KPI’s and define success metrics
• Customer service touchpoint mapping
• On-boarding and training
• Recruitment for user research
• Inform digital experience and ecosystem optimization
46@UXDC #UXDC2017 @lindroux @digitallydeft
48. JOURNEY MAPS GET COMPLEX
48@UXDC #UXDC2017 @lindroux @digitallydeft
49. FIND COMMON GROUND
49
I want to read about
successful projects that your
company has completed
Engineer Decision-maker Media Job-seeker
@UXDC #UXDC2017 @lindroux @digitallydeft
50. FIND COMMON GROUND
50
Engineer Decision-maker Media Job-seeker
Case Study
Awareness
Consideration
Decision
Engagement
Advocacy
@UXDC #UXDC2017 @lindroux @digitallydeft
51. FIND COMMON GROUND
51
I want to hear from others
who have bought this product
IT Purchasing Business Owner College Student “Home IT Guy”
@UXDC #UXDC2017 @lindroux @digitallydeft
52. FIND COMMON GROUND
52
IT Purchasing Business Owner College Student “Home IT Guy”
Awareness
Consideration
Decision
Engagement
Advocacy
Endorsements
@UXDC #UXDC2017 @lindroux @digitallydeft
53. FIND COMMON GROUND
53
I want to experience stories
about real patients and their
experiences
Patient Patient family Donor Resident physician
@UXDC #UXDC2017 @lindroux @digitallydeft
54. FIND COMMON GROUND
54
Patient Patient family Donor Resident physician
My Story Videos
Awareness
Consideration
Decision
Engagement
Advocacy
@UXDC #UXDC2017 @lindroux @digitallydeft
55. FULL CONTENT HEATMAP: UNDER THE HOOD
55
Awareness Consideration
Purchase &
Installation |
Selection Use & Support Advocacy Assessment
About Company and Business Strategy
TDME TDME ¢
Contact Us ME TDME TD TD M ¢
Services Descriptions TDME TD TD ✔
Product Descriptions and Benefits TDME TD TD ¢
Regulatory Compliance Track Record and Overview DM ✔
Comparison across markets and products TDM TDM ✖
Market List TDM TDM TDE ✔
Profiles on Company Experts, Employees, Leadership
Bios TDME M ✖
Customer List TDME TDM TDME ✖
Introductory Articles on Markets and Products DME ME M ✔
Market Data and Commentary TDME TD TM ✔
Webinars and Events Showcasing Thought
Leadership TDM TDME ✔
Process and Workflow Diagrams TD TD TD ¢
Online Demos TDM TD TDME ¢
Success Stories and Solution ROI TDM TD TD TDME ✖
Technical Specifications and Customization guidance D D ✖
Installation Checklists and Support D D ✖
Training Documentation TD ✖
Troubleshooting and FAQ TD ¢
Sales Process Overview TD TD ✖
Clear path to Pricing Information TD D TD ¢
Shareable list of current openings E E ¢
Mechanism to submit success stories TDM ✖
Key:
Exists ✔
Exists but needs improvement ¢
Does not exist ✖
T = Tom Trader D = Dan Decision Maker M = Mike Media Influencer E = Emma Employee
@UXDC #UXDC2017 @lindroux @digitallydeft
61. DEFT
61
WE DEFINE AND OPTIMIZE DIGITAL EXPERIENCES
DEFT is a collective of agency professionals with end-to-end
expertise in creating successful digital campaigns. We pride
ourselves on a ‘no-BS’ approach to strategy. We love to roll up our
sleeves and spend time collaborating with your team on the right
solution for your business and customers.
Together, we have decades of experience in content and digital
strategy, CMS and digital asset management, user experience and
insights. Over 4 continents, with clients ranging from Fortune 500
big hitters to Hollywood upstarts, we’ve led a ton of engagements,
including enterprise websites, integrated campaigns, mobile
applications and email & social media campaigns.
PLANNING CONTENT EXPERIENCE
At DEFT, we deliver experiences with the right CONTENT, speaking to right PEOPLE, in the right CONTEXT.
@UXDC #UXDC2017 @lindroux @digitallydeft
62. DECADES OF
COMBINED
EXPERIENCE
Roadmapping
Migration Planning
Governance
Tool Selection
RFPs
PLANNING
Workshops
Seminars
Thought Leadership
Change Management
CMS Training
TRAINING
Personalization
Persona Development
Journey Mapping
User Testing
User Research
Content Audits/ROI
Heatmapping
Object Modeling
Taxonomy
SEO Assessments
CONTENT & EXPERIENCE
Deft is a consulting company focused on the
strategic end of the digital customer
experience. With deep roots in content strategy and
management, and an end-to-end understanding of
what it takes to create digital experiences, we're
helping our clients to define, deliver and optimize ROI
on their efforts in the digital space.
OUR FOCUS
USA South Africa
Germany China
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Poland Ireland
GLOBALPARTNERS
Media
Technology
Non-profit
Travel
Pharma
Consumer retail
Medical
Financial
INDUSTRIES WE SERVE