persona development for audience engagement

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ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT Dr. Pamela Rutledge | [email protected] Dr. Jerri Lynn Hogg | [email protected]

Post on 14-Sep-2014

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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.

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Page 1: Persona Development for Audience Engagement

ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT

Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]

Page 2: Persona Development for Audience Engagement

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This course explores audience engagement through the development of personas

What is a persona?Why bother?

Page 3: Persona Development for Audience Engagement

Albert Einstein

You can’t solve a problem with the same thinking that created it

Page 4: Persona Development for Audience Engagement

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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

Page 5: Persona Development for Audience Engagement

Goal: Look Through the Buyer’s Eyes

Page 6: Persona Development for Audience Engagement

Why Invest in Personas?Focus on real people

to create empathy Build consensus and

commitmentConsistent team

communicationReduce

interpretation

Page 7: Persona Development for Audience Engagement

How Do You Use Personas?

Articulate Goals and Improve DecisionsStrategySpendingMetrics

ResultsChallenge misconceptionsStop design debatesImprove marketing messages, programs and

distribution

Page 8: Persona Development for Audience Engagement

Is 6 Too Many, Is 2 Enough?Create personas

that represent different needs

Buyers are different than customers

It’s about value, not number

Page 9: Persona Development for Audience Engagement

Market Segments Are Not PersonasMarket segment

Demographics: age, income, workPsychographics: hobbies, lifestyle

PersonaGoals, beliefs, interactions, motivations, identityNarrative

Page 10: Persona Development for Audience Engagement

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?

Page 11: Persona Development for Audience Engagement

Involve everyone in the company

Page 12: Persona Development for Audience Engagement

Personas are an archetype representative of the psychological

and behavioral profile of a customer, buyer or user base

Page 13: Persona Development for Audience Engagement

A persona creates a common vision within an organization to guide

decisions about strategy, content, interaction and design

Page 14: Persona Development for Audience Engagement

ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT

Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]