personas, portraits or segments - rachel clarke, havas helia

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

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


Top Site usage

Facebook None of the above

YouTube Twitter Pinterest Google+ LinkedIn Instagram WhatsApp WeChat 0

10

20

30

40

50

60

70


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


Time on social media

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


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


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”

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

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Thank youRachel [email protected]

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