Class 05: Customers and Personas

1. PLEASE SIT NEXT TO SOMEONE
YOU DON’T KNOW

2. DIGITAL MARKETING
USERS & CUSTOMERS

3. Digital Marketing
AGENDA - WEEK 2
‣ Create an empathy map
‣ Write 1 user persona
‣ Complete the Day In The Life worksheet
‣ Describe the interrelationship of personas, objectives, and the channel
matrix

4. DIGITAL MARKETING
RECAP

5. Digital Marketing: Facebook Ads

6. Digital Marketing: Google AdWords

7. Digital Marketing: Twitter Ads

8. Digital Marketing: Pinterest Ads

9. Digital Marketing
‣ What’s the difference between a Cookie and a Conversion Pixel?
‣ What’s the difference between an Objective and a SMART Objective?
‣ What are the 4 Consumer Behavior Points?
‣ What’s the difference between SEO and SEM?
‣ What’s the difference between Conversion Probability and Prospect
Quality?
‣ Which channel, on average, has higher user intent: Facebook Ads or
Google AdWords Search?
‣ When is your final project due?

10. USERS, CUSTOMERS,
AND PERSONAS
DIGITAL MARKETING

11. Digital Marketing

12. Digital Marketing
”Today's most powerful growth engine is users--
people who interact with a company through digital
media and technology even if they have never spent
a dime.” - Aaron Shapiro, CEO of Huge

13. Digital Marketing
“Personas are fictional representations of your ideal customers or
users. They are based on real data about customer demographics
and online behavior, along with educated speculation about their
personal histories, motivations, and concerns.” - HubSpot
Ultimately, complete personas include an understanding of your
user’s identity, needs and behavior.

14. Digital Marketing
Wants to make complete career
change after unsuccessful job
searching and/or feels “stuck” in
current profession.
Recent college graduate who can’t
find a job in his degree related field.
Currently unemployed or in low level
marketing, business development,
project manager, or designer.
Career Change Charlie
Career Changer
Does coding or design at work.
Bored at work or can’t get exciting
projects because of limited skill set.
When freelancing, hourly rate is
limited by skill set.
Currently software engineer, product
manager, graphic designer, UX
designer
Stack Up Sammy
Stacking Up
Wants to learn iOS development in
order to build her own apps.
She’s excited by the challenge to learn
iOS development and decided not to
hire a freelance developer to build it
for her.
Currently a well-experienced and
mid- to high-level non-technical role,
such as marketing, business
development, project management, or
design.
Entrepreneurial Eve
Leveling Up

15. Digital Marketing
“SOCCER DAD” HIPSTER

16. Digital Marketing
DIRECTIONS - PARTNERS
1. Your objective is to sell granola bars
2. Choose 1 granola bar brand for each of the personas - ANY BRAND
3. How do they spend their time online when not looking for granola bars?
1. Where do they spend it? (social media channels, etc.)
2. What media are they expose to? (influencers? brands? politics? friends?)
4. How would they respond to a granola bar ad on: search, Facebook, Instagram, Twitter, Snapchat,
Pinterest?
5. Choose 3 reasons they would buy the granola bars
6. Choose 3 reasons they wouldn’t buy the granola bars

17. DIGITAL MARKETING STRATEGY AND CHANNELS
UNDERSTANDING
DATA COLLECTION

18. Digital Marketing
DATA IS PROXY FOR THE USER

19. Digital Marketing
WHAT INFORMATION ARE CONSUMERS GIVING YOU?
‣ Where they are spending most of their time on your site
‣ What referrers (sources) they came from
‣ What actions they take or don’t take, including purchase data
‣ What do they share to social media
‣ Email address
‣ Name
‣ Geo
‣ Age
‣ Education
‣ Profession
IMPLICIT
EXPLICIT
WHAT USERS ARE
DOING
WHAT USERS ARE
TELLING YOU

20. Digital Marketing
3 TIERS OF USER & CUSTOMER BUILDING
Demographic & Geographic
Devices
Interest & Behavior

21. Digital Marketing

22. Digital Marketing

23. Digital Marketing

24. DIGITAL MARKETING STRATEGY AND CHANNELS
EMPATHY MAP

25. Digital Marketing
An empathy map is a helpful exercise that fully describes the person – motivations,
concerns and behaviors.
THINK & FEEL
•What are the customers’ hopes, fear, and
dreams?
•What do they think about during the day?
SEE
• What does the customer environment
look like?
• What do they see?
• What’s around them? Cities?
Countries?
HEAR
• Who influences the customer
• Celebrities?
• Their friends?
SAY & DO
• How do your customers act?
• Where do they speak out?
• Do they use social media?

26. Digital Marketing
THINK & FEEL:
What do they believe? What do they worry about? What do they hope for?
SAY & DO:
How do they use your service? What is the alternative? How do they talk about it?
HEAR:
What do they hear from their neighbors, friends and coworkers? Who influences them?
SEE:
What does their physical and digital environment look like? Especially when they interact with your
service?
PAIN:
What pains or fears do they currently experience?
GAIN:
What do they accomplish or gain from using your service?

27. Digital Marketing
1. Your group of 4 will be assigned a section of the
empathy map
Think/Feel, Say/Do, Hear, See
2. Brainstorm 8 ideas for your empathy map section
Quotes, things, activities, people, media
3. Write those ideas on your section of the wall

30. Digital Marketing
A customer empathy map is a helpful exercise that fully
describes the person – motivations, concerns and behaviors.
THINK & FEEL
•What are the customers’ hopes, fear, and
dreams?
•What do they think about during the day?
SEE
• What does the customer environment
look like?
• What do they see?
• What’s around them? Cities?
Countries?
HEAR
• Who influences the customer
• Celebrities?
• Their friends?
SAY & DO
• How do your customers act?
• Where do they speak out?
• Do they use social media?

31. DIGITAL MARKETING
ACTIVITY

32. Digital Marketing
DIRECTIONS
1. Individual [10 minutes]
1. Think of 2 personas for your project company
2. Choose one of those personas
3. Create an empathy map for the persona
2. Find a partner [5 minutes]
1. Show your work to your partner
2. Give each other feedback

33. DIGITAL MARKETING
A DAY IN THE LIFE

34. Digital Marketing
What are
the major
parts of a
user’s day?

35. Meet Charlie. He is busy.
His time is in high demand, he
hardly has a chance to stop and
think.
Increasingly, he relies on his
phone to stay connected to current
events, popular culture,
professional influencers, and
updates about friends and family.

36. Charlie escapes into his phone all day: when
he wakes up and goes to bed, between
meetings, during his commute, at the bar,
etc.
He hits snooze multiple times in the
morning, always missing breakfast.
He skims Twitter for inspiration or just plain
fun between meetings.
He obsessively checks his phone for
notifications: email, text, WhatsApp, social.
His phone is back in his pocket in less than 5
minutes or as few as 30 seconds.
Empathy:
Who doesn’t relate to this?

37. When he gets home, Sydney grabs his iPad
for a little leisure me-time, while also turning
on the TV to choose Netflix, Hulu, or HBO
GO.
It’s been less than an hour since he last
checked social media, but he’ll start here
anyway.
If he has the time, money and inclination, he
searches for a brand name that he read about
earlier.
The brand sounded sophisticated and chic –
right up his alley. It’s not the first time he’s
heard about it, and his social channels
generally generate worthwhile
recommendations.
It’s time to check it out.

38. Digital Marketing
What daily activities
are they doing?
What media are they
exposed to (offline and
online)?
What are they doing
when they're online?
Early Morning
Morning
Mid-Day
Afternoon
Evening
Night

39. DIGITAL MARKETING STRATEGY AND CHANNELS
BUYER PERSONA

40. Digital Marketing
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
company
• Relevant background info, like
education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s
income, if relevant)
• Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s
success
• Secondary challenge to persona’s
success
HOW WE HELP:
• How you solve your persona’s
challenges
• How you help your persona achieve
goals
REAL QUOTES:
• Include a few real quotes –
taken during your interviews –
that represent your persona
well. This will make it easier for
employees to relate to and
understand your persona.
COMMON OBJECTIONS:
• Identify the most common
objections your persona will
raise during the sales process.
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.

41. Digital Marketing
BACKGROUND:
Head of Human Resources
Worked at the same company for 10 years;
worked her way up from HR Associate
Married with 2 children (10 and 8)
DEMOGRAPHICS:
Skews female
Age 30-45
Dual HH Income: $140,000
Suburban
IDENTIFIERS:
Calm demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed
GOALS:
Keep employees happy and turnover low
Support legal and finance teams
Recruiter Ruby
CHALLENGES:
Getting everything done with a small staff
Rolling out changes to the entire company
HOW WE HELP:
Make it easy to manage all employee data in one place
Integrate with legal and finance teams’ systems

42. Digital Marketing
REAL QUOTES:
“It’s been difficult getting company-wide adoption
of new technologies in the past.”
“I don’t have time to train new employees on a million
different databases and platforms.”
“I’ve had to deal with so many painful integrations with
other departments’ databases and software.”
COMMON OBJECTIONS:
I’m worried I’ll lose data transitioning to a new system.
I don’t want to have to train the entire company on how
to use a new system.
BRAND IDEA:
Integrated HR Database Management
Recruiter Ruby

43. Digital Marketing
Information
Background
Demographics
Identifiers
Goals
Challenges
How we help
etc…

44. DIGITAL MARKETING
ACTIVITY

45. Digital Marketing
DIRECTIONS
1. Complete the Day In The Life and Buyer Persona worksheets for your final project company. Use
the same persona as earlier tonight. Recommendation: Start each worksheet during class (15
minutes each), then finish the worksheets for homework.
‣ Day In The Life: This framework is your core guide to understanding the lifestyle, interests,
and behaviors of your target users.
‣ Persona: This framework is your core guide to understanding the professional life of your target
users.
*Use this worksheet!

46. DIGITAL MARKETING STRATEGY AND CHANNELS
CONCLUSION

47. Digital Marketing
‣ Created an empathy map
‣ Wrote 1 user persona
‣ Started the Day In The Life worksheet
‣ Described the interrelationship of personas, objectives, and the
channel matrix