Personas, Customer Journeys, and Digital Strategy
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Who is your customer? How do they buy? A talk at University of Toronto School of Continuing Studies #digitalsalon
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Personas, Customer Journeys, and Digital Strategy
- 2. 2 The profile of me. If you’re tweeting: @jdojc @ariadcomm #digitalsalon Jason Dojc Senior Digital Strategist Age: 35 - 44 Married with children SOCIAL TECHNOGRAPHICS Engage Explore Discover 46 464646 SKIPPERS SNACKERS SAVVIES STARS 0 10 20 30 40 50 60 70 80 90 100 46
- 3. Personas
- 4. What is a persona? 4 A buyer persona is a fictional narrative of your ideal customer based on market research and real data
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- 11. 11 PAIN GAIN H E A R S E E THINK & FEEL SAY & DO Environment Friends Market What friends say What the boss says What influencers say Empathy Map Attitude in public Appearance Behaviour towards others What really counts Major pre-occupations Worries and aspirations
- 12. 12 Quintessential quote. Day in the life Attitude
- 15. 2000 – 2012 This is Brad… …he wants a new car. 15
- 16. From here… 2000 – 2012 …to here. ? 16
- 17. Brad’s journey RESEARCH VALI DATES TESTS CONFI RM S BUYS 17
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- 21. 21 CUSTOMERS WHAT WE WANT TO SAY WHAT WE’RE INTERESTED IN HERE IS THE GREATEST OPPORTUNITY TO USE CONTENT FOR YOUR BUSINESS BUSINESS
- 22. Incorporating this into digital strategy 22
- 23. P O S T PEOPLE OBJECTIVES STRATEGY TACTICS/ TECHNOLOGY • Who are they? • Needs • Values • Attitudes • Distractions • Influences • Environment • Behaviours • Mindset • Demographics • Media habits • Technographics • What do we want to achieve? • What do our tenants want to achieve? • What do our end consumers want to achieve? • Where do they overlap? • How will we achieve this? • How can we enable our target audiences to succeed? • What is the value exchange? • What do successful experiences look and feel like? • What are the tools of engagement? • What channel or technology is right for our strategy? • What will resonate? • How do we measure and optimize? Personas and Customer Journeys help identify the P
- 24. The journey shapes digital scenario design and user goals 24Source: Forrester Research
- 25. RESEARCH VALI DATES TESTS CONFI RM S BUYS 2000 – 2012 Brad has questions… ? ? ? ? ? ? ? ? …we have answers. And content strategy 25
- 26. 26 THE HOLY GRAIL is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME
Notas do Editor
- I don’t know you well enough to do a persona Profile tells you about your customers Personas help you make decisions Would this person like…
- When you see a persona, you should immediately recognize them. You probably know someone who fits that bill. Forrester research Profile tells you about your customers Would this perosn like… decision
- Understand your content from the customers’ perspective.
- Prioritize the most important needs of the most important customers.
- Make content, design, and user experience decisions based on research insights.
- Filter out personal biases of the marketing and creative staff.
- Social listening can play a huge role Teacher’s blogs and parent blogs
- Once you have the data and the qualitative observations from ethnography, you can start your persona by
- Customer experience matters like never before. Partially because they just got used to it and partially because they’re reviews get seen by millions
- More complex: multichannel, multi-device, mobile.
- Consumers are demanding more bespoke, personalized and social interactions.
- Forces us to create content that truly serves customers’ needs.