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Construção de Personas

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Webinar sobre construção de personas apresentado por Cassio Politi na Tracto

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Construção de Personas

  1. 1. Construção de Personas Cassio  Poli)   1  
  2. 2. O que são buyer personas? h,p://tracto.me/oqueepersona  
  3. 3. Tipos de personas h,p://tracto.me/)posdepersonas   Buyer  persona   • Iden)ficação  do   público-­‐alvo.   • Entrevista  com   clientes  e  potenciais   clientes.   • Dados  secundários.   Proto  persona   • Iden)ficação  do   público-­‐alvo.   • Brainstorming   interno.   • Formulação  de   hipóteses  para   buyer  personas.   Brand  persona   • Foco  na  marca.   • Se  a  marca  fosse   uma  pessoa,  que   caracterís)cas   humanas  teria?  
  4. 4. Fontes  de  informação   Desenvolvimento da (buyer) persona
  5. 5. 7 Fontes de informação h,p://tracto.me/personaresult   Entrevista  em  profundidade   Dados  internos   Mapeamento  de  afinidades   Pesquisa  etnográfica  
  6. 6. 7 Fontes de informação h,p://tracto.me/personaresult   Pesquisa  online   Focus  Group   Analy)cs  
  7. 7. Comportamento de compra h,p://tracto.me/compraonline   das  pessoas  fazem  buscas  no  Google   antes  de  fechar  uma  compra.   curtem  ou  seguem  marcas  nas  redes   sociais  em  busca  de  informações.     confiam  em  informações  ob)das  em   earned  media  tanto  quanto  em  amigos.  
  8. 8. Comportamento de compra h,p://tracto.me/compraonline   dos  consumidores  confiam   em  reviews  na  internet.   são  influenciados  por  comentários   nega)vos.   usam  seus  smartphones  para  fazer   buscas  antes  de  uma  decisão  de  compra.  
  9. 9. DESENVOLVIMENTO DE PERSONAS Conexão   Facilidade   p/  localizar   Disposição     p/  falar   Nível  de   entrevista   Valor  dos  dados   Escolheu  a  sua  empresa   Fácil   Grande   Fácil   Escolheu  outra  empresa   Médio   Grande   Médio   Desis)u  de  comprar   Fácil   Pequena   DiXcil   Nunca  pensou  em  comprar   DiXcil   Muito   pequena   Muito   diXcil   Está  tomando  a  decisão   Nem  pense  em  entrevistar  
  10. 10. Construção de personas Suposições   são  proibidas.   Entreviste  de   6  a  8  pessoas   no  início.   Entreviste  1  a   cada  40-­‐60   dias.   Varie  nos   perfis.  
  11. 11. Resultados esperados Sites  e  blogs:  2  a  5   vezes  mais  eficientes   E-­‐mails  têm  taxa  de   clique  14%  maior   E-­‐mails  personalizados  geram   até  18  vezes  mais  receitas   h,p://tracto.me/fontespersonas  
  12. 12. Apresentação Cassio  Poli?   @tractoBR   cassio.poli)@tracto.com.br  

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