We’re only human: Learn to market just about anything by understanding your multifaceted customer.

Eric Clark - @EA_ClarkWoodward School#SMSSummit - Boston 2015

We’re only human...

Eric Clark - @EA_ClarkWoodward School#SMSSummit - Boston 2015

Twitter - @EA_Clark#SMSSummit

Did he really go there?

Why does your business exist?

What can you expect?

● Understand the importance of defining customer personas● Walk through the steps of defining customer personas● Identify tools that can be used for social listening ● Integrate customer personas and social media listening tools into a cohesive

strategy● There will be homework!

Market Segmentation

Practical Segmentation Questions

● Is the target customer well funded?● Is the target customer readily accessible to your sales force?● Does the target customer have a compelling reason to buy?● Can you today, deliver the whole product?● Is there existing competition in this market?● If you win this segment, can you use the success to enter additional segments?● Is the market consistent with the values, passions, and goals of the founding

team?

Come on man, are we done yet?

Almost...Time to Define Your Persona

● What is their gender?● What is their age range?● What is their income range?● What is their geography?● What motivates them?● What do they fear most?● Who is their hero?● Where do they go on vacation?● What newspapers do they read?● Why are they buying my product?● What is their story?

End User (Customer Persona) Template - Insert Your Team/Business Name here

Gender What is the gender of your primary end user?

Age What is the age of your primary end user?

Level at Company Where does your primary end user work, or what is their specific job tit le/responsibilities?

Education What degree(s) does your primary end user have? Where did they go to school (if applicable)?

History 50-75 (min) word description of the primary end user’s past.

Context 100-150 (min) words describing the the context of where the end user comes from.

Personality 75-100 (min) words describing the end user’s personality.

*Remember, we’re making generalizations and not every customer will have these exact characteristics.

Meet Clean Ends!

Persona Wrap Up

● Increase Brand Awareness● Thought Leadership● Content Creation● Social Media Deployment● Activate Influencers