the power of personas - griffith university€¦ · a persona makes it easierfor you to build...
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The Power of Personas
Yannick van Hierden
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https://9clouds.com/blog/from-clicks-to-sales -how -auto-leads-move-through-digital-car-sales-funnel/
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Economist.com
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SensisSocialMediaReport,2017
Social media channel usage
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SensisSocialMediaReport,2017
Social media channel usage
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Why do people fail at digital marketing?
Unclear responsibilities
No specific objectives are set Silo operation
Not customer centric
Insufficient budget
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No digital plan (but digitally active)
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Poor integration between online and offlinemarketing communications
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Focus on wrong metrics
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Your voice
Your audience
HourglassContent
Engage
Customercentricity
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Minimum viable persona
Segmentation
PersonasYour
audience
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Forget what you think is right
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Demographic
Geographic
Behaviour
Psychographic
A range of segmentationbases should be examined:
Segmentation
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Demographic Geographic Psychographic Behaviour
AgeGenderCountry of BirthNationalityRace/EthnicityReligionIncomeEducationHeightWeightNumber of childrenLanguage spoken
CountriesRegionsCitiesTownsNeighbourhoodsCommunitiesRural, suburban, urban areasClimate
MotivatorsChallengesEmotions ValuesAttitudesSocial & cultural normsIntentionsOpinionsKnowledgeAwarenessActivities(Cultural) interestsLanguage nuancesSkillsRole models/Idols
Targeted behaviourProduct/service interactionsPurchase historyRelevant habitsMedia consumption patterns (offline and online)Social media channelsMobile phone useHobbies
Dietrich, T. (2017), Segmentation in Social Marketing: 5 Steps to Success, in: Dietrich, T., Rundle-Thiele, S., & Kubacki, K., Segmentation in Social Marketing: Process, Methods and Application. Singapore: Springer.
Segmentation bases
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Fictitious, specific concrete representations of target users’ that
share common characteristics
A persona makes it easier for you to build meaningful content
Hypothetical archetype of real users
(Pruit & Adlin, 2006, p.11)
The more accurate and real the persona the better the understanding of
the company to tailor to the customers wants and needs
(Long, 2009)
What is a persona?
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How to build personas?
Identify ad hoc personas
Process the data
Create skeletons
Prioritise the skeletons
Develop selected skeletons into personas
Validate your personas
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Adlin,T.,&Pruitt,J.(2010).TheEssentialPersonaLifecycle:YourGuidetoBuildingandUsingPersonas.Burlington,USA:MorganKaufman.
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DemographicsPsychographics
Behaviour
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Identify your most viable persona
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Data sources
Analytics Email Client ERP/CRM Social Media Colleagues
Available data
Surveys Interviews
New data
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Customers are more curious, demanding, and impatient
than ever before
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Time for action
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Digital Marketing MasterclassWhen: 21 May 2018
Where: Brisbane
Time: 9:00am – 4:00pm
Price: $399 (early bird rate ends 27 April 2018)
griffith.edu.au/digital-marketing-masterclass