Client logoPresentation title goes in this space herePersonas, Portraits or Segments
Who am I?
15 years project management
13 years social media and digital strategy
Scotland, Amsterdam, London and New York
Client and agency side
Project Manager
Project Team Leader
Process Improvement Manager
Business Improvement Manager
Digital Strategist
Blogger
Head of Social Media
Head of Engagement Intelligence
Planning Director
Personalisation
User Centric
In user-centered design and marketing, personas are fictional characters created to represent the different user types that might use a site, brand, or product in a
similar way.
PersonasSegments
Portraits
Use-cases
Strategic
Operational
MessagingTargetsMedia planningAsset planning
EffectivenessOptimisationAcquisitionROI maximisation
Data based
ID
NameAddressTelephone NumberDate of BirthGenderEmail Address
Weather
Data
Employment
Unemployment DataSeasona
lity Index
Media ExposureBrand Engagement
Matching data
EnvironmentalLife stage
&Behavioural Factors
AwarenessBrand health
Purchase Intent
Additional unstructured
local data
Weather
Data
Employment
Unemployment DataSeasona
lity Index
AwarenessBrand health
Purchase Intent
Additional unstructured
local data
ExperianData
CensusData
SocialCustom
Audiences
EnvironmentalLife stage
&Behavioural Factors
Media ExposureBrand Engagement
Research Based
ResearcherShe is after information: product information, the ingredients, where she can buy it, how much it costs, what it looks and feels like. She wants to know that other people have used the product and what they thought of it – and most importantly, how was it to use
Life-Stage Womanhood (disposable income and little responsibilities)
Needs I like to be fashionable but I have sensitive skin on my face and need specific products that will not irritate it
Real-Life Scenario I like to find out about products for myself. I go to magazine sites, blogs and read reviews because I want to products that suit me – and are this years fashions.
I think I would always start with an online search, as it’s so quick and easy to find stuff, and check out independent websites or blogs before I ever went on to a company’s own website. I don’t really trust reviews on company websites. I would probably only go on the company website to check the ingredients. In truth, before I buy anything, I would rather hear from real people about how it was to use the product, how long it lasted.
I don’t mind writing reviews and actually quite enjoy it, particularly if it’s a new product.
I’m happy to shop online as long as it’s worth my while – but usually for repeat purchase only. I like to try things on my skin
Pain Points Not all information is readily available on brand websites and I want to be able to get outside reviews and information easily without always having to go back and forth. It’s really hard to get the right product to be sure that there aren’t any ingredients included that would make my skin react badly. Sometimes they aren’t even listed so the research can take a while. This is why I am often reluctant to change products – once I find a brand I like I tend to stick with it. I would like it if there was more information regarding how companies test their products.
UGC and Activity Various websites (Including Brand sites) – leaves reviews Video sharing site – watch videos and often leave comments Photo collection site – inspiration on recipes and fashion, a place to store those bits of inspiration, search for items of interest
.
Creating personas
What
Why
How
What
Device Usage
Personal PC/lap-top
Mobile phone Work PC/laptop Tablet Games Console Television e-Reader (To Q1 2015)
0
20
40
60
80
100
120
CanadaGermanyJapanUKUS
Search
engin
e
Socia
l netw
orking w
ebsit
e
Retail /
Onlin
e store
Map web
site or s
ervice
Online e
ncyclopae
dia
Site s
pecific t
o my jo
b / sect
or of w
ork
Price c
omparison sit
e
Job / employm
ent si
te
News s
ite
Travel
/ desti
nations in
fo
Video sh
aring s
ite / s
ervice
Blog / w
eblog
Brand / C
ompany
Online a
uction sit
e
Consumer
review
site2
Question or a
nswer
servic
e
Video / T
V strea
ming site
/ serv
ice
photo shari
ng web
site
Chatroom / f
orum / m
essage
board
Governmen
t2
Group buying o
r local
deals s
ites (
i.e. Gro
upon)
Business
news
Micro-blog s
ites (
e.g. Tw
itter, Si
na Weib
o)0
102030405060708090
100
CanadaGermanyJapanUKUS
Top Site usage
Facebook None of the above
YouTube Twitter Pinterest Google+ LinkedIn Instagram WhatsApp WeChat 0
10
20
30
40
50
60
70
CanadaGermanyJapanUKUS
Social Media Usage
Less than 30 minutes
30 minutes to 1 Hour
1 to 2 Hours Do not use 2 to 3 Hours 3 to 4 Hours 4 to 6 Hours 6 to 10 Hours
More than 10 Hours
0
10
20
30
40
50
60
CanadaGermanyJapanUKUS
Time on social media
Why
Stay i
n touch w
ith fr
iends
Researc
h how to do th
ings
Researc
h/find products to
buy
Stay u
p-to-date
on news/e
vents
Researc
h for w
ork
To ge
t insp
ired/ge
t idea
s
Educati
on
Enter
tainmen
t e.g.
gaming, fi
lms, T
V
Update m
y frie
nds with
my l
ife
Networki
ng for w
ork
Fill up sp
are time
Organize
my l
ife
Feedback
on compan
ies an
d brands
Share
my o
pinion
Expres
s myse
lf
Share
conten
t
Share
and promote
my busin
ess ex
pertise
Meet n
ew peo
ple
Change
other peo
ple's opinions
Take o
n a differe
nt pers
onality
0
10
20
30
40
50
60
CanadaGermanyJapanUKUS
Motivations for internet use
To sta
y in to
uch with
what
my frie
nds are
doing
To fill u
p spare
time
To sh
are photos o
r video
s with
others
To find fu
nny or e
ntertai
ning conten
t (i.e.
article
s, video
s)
Because
a lot o
f my f
riends a
re on it
To sta
y up-to
-date with
news a
nd curre
nt even
ts
Genera
l netw
orking w
ith other
people
To sh
are m
y opinion
It's ju
st one o
f the s
ites I
alway
s tend to
visit
To sh
are deta
ils of w
hat I'm
doing in m
y daily
life
To re
search
/ find pro
ducts to
buy
To m
ake s
ure I d
on't miss
out on an
ything
To netw
ork for w
ork
To m
eet n
ew peo
ple
To promote
my work
To fo
llow ce
lebriti
es / c
elebrit
y new
s0
10203040506070
CanadaGermanyJapanUKUS
Motivations for social media use
“…I normally check online to find reviews and compare prices…”
“…I go to Google Shopping or Amazon to see where I can get it for the best price.”
“I don’t trust reviews on company websites done by themselves, I’d rather hear from real people”
How
In store referencesMultiple tabs
Mobile vs desktop
Targeted Surveys
Mass surveys
Observational and focus
groups
Science or art?
Cluster analysis
Statement classification
Story writing
Researcher Social Media Browser
POS
Personas are shorthand for lots of information
Trigger Review Purchase LoyaltyEngagement
Offline and PR
Social
Online content
Web and mobile site
Online Ads
Search
Direct
1On one of her usual magazine sites, she sees an article and video about the season’s latest colours
She clicks from the end frame on video through to YouTube watch the more information about the season’s look
2
She’s never considered bright red, always preferring a more discrete colour..but maybe it’s the year. Looking at the brand site for ingredients, it’s all organic and not tested on animalsThere’s an offer for the long-lasting variety, 2 for 1, her and a friend. She decides to get the voucher
4
She and her friend use their voucher and get the sample
5
She loves it and has to tell her friends – she posts a selfie on FB letting them know where she bought it
6
3