persona development for audience engagement
Post on 14-Sep-2014
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DESCRIPTION
A persona is a way of stepping out of your own perspective and cognitive biases to develop a more accurate and empathetic view of your customer or audience. Articulating a persona also exposes places where teams' visions don't align, at the product and even corporate level.TRANSCRIPT
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ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT
Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]
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This course explores audience engagement through the development of personas
What is a persona?Why bother?
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Albert Einstein
You can’t solve a problem with the same thinking that created it
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What is a Persona?
A model or a representation GoalsAttitudesBehaviors
Forces you to define the audience
Creates a clear image in the minds of managers, designer & marketers
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Goal: Look Through the Buyer’s Eyes
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Why Invest in Personas?Focus on real people
to create empathy Build consensus and
commitmentConsistent team
communicationReduce
interpretation
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How Do You Use Personas?
Articulate Goals and Improve DecisionsStrategySpendingMetrics
ResultsChallenge misconceptionsStop design debatesImprove marketing messages, programs and
distribution
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Is 6 Too Many, Is 2 Enough?Create personas
that represent different needs
Buyers are different than customers
It’s about value, not number
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Market Segments Are Not PersonasMarket segment
Demographics: age, income, workPsychographics: hobbies, lifestyle
PersonaGoals, beliefs, interactions, motivations, identityNarrative
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Build Persona in LayersWho they are every
day?What they want?How they interact with
you and your competitors?
What facilitates the interaction?
How does (or can) your persona impact your organization?
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Involve everyone in the company
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Personas are an archetype representative of the psychological
and behavioral profile of a customer, buyer or user base
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A persona creates a common vision within an organization to guide
decisions about strategy, content, interaction and design
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ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT
Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]