PERSONA DEVELOPMENT A GUIDE TO PROVIDE INSIGHT INTO YOUR CUSTOMER SEGMENTS
TABLE OF CONTENTS WHAT IS PERSONA DEVELOPMENT? CREATING YOUR PERSONAS SEGMENT NEEDS & PERFORMANCE (S.N.A.P) CHART GOALS, QUESTIONS, INFLUENCERS & APPROACH FORRESTER RESEARCH INTERACTION TO SOCIAL MEDIA
CHAPTER ONE
WHAT IS
PERSONA DEVELOPMENT?
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WHAT IS PERSONA DEVELOPMENT?
Personas are customer archetypes that represent hundreds, thousands, or even millions of people boiled down into one fictional representative with a name, a face, and a personal history.
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WHAT IS PERSONA DEVELOPMENT?
Persona Development is the process of synthesizing massive amounts of data - quantitative and qualitative identifying the most common attributes of each customer segment, and creating a common language organizations can use to streamline internal processes, as well as craft more effective marketing messages. Persona Development provides new insight into who their customer segments are, what makes them tick, and what causes them to engage - or not engage with the organization.
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WHAT IS PERSONA DEVELOPMENT?
A typical non-profit will have more than one persona. It is important to understand the different roles people play when it comes to a non-profit. The person that the non-profit helps is not the only persona that needs to be created. Different types of donors should be identified and created, as well to completely understand where the non-profit is being funded. Each persona will act differently online and will affect how you should engage with them.
CHAPTER TWO
CREATING
YOUR PERSONAS
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CREATING YOUR PERSONAS: THE WHO, WHAT, WHY?
Write a quick
DESCRIPTION of your persona
Pick a
name
for your persona
Find a
picture
for your persona
1. Steve 2. Eric 3. Michael 4. Bill
What role does this person play when it comes to your non-profit organization?
A realistic and common name that fits the age group will make the persona more realistic and easier for people to understand
People will remember & understand a persona better if they can put a face to a name
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CREATING YOUR PERSONAS: DEMOGRAPHICS
With the data gathered, decide an appropriate
age
YEARS
25-34
education level
occupation
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CREATING YOUR PERSONAS: MEMORABLE QUOTE
Decide on a memorable quote that the persona would say
“ I can’t do everything, but I would love to do something ” A quote is the first impression that someone has of the persona’s character & morals
10 CREATING YOUR PERSONAS: PERSONA NARRATIVE
Write a
NARRATIVE about the persona that the reader will connect to and be able to picture. Someone reading the narrative should say: “I know someone like that!”
CHAPTER THREE
SEGMENT
NEEDS AND PERFORMANCE CHART
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SEGMENT, NEEDS & PERFORMANCE (S.N.A.P) CHART
Create a Segment, Needs & Performance (S.N.A.P) Chart by indicating the
persona's needs (one per column) 5 4
ERIC
3
YOUR NON-PROFIT
2 1 TRUST
PROFESSIONAL
IMPACTFUL
EDUCATIONAL
EASY TO USE
TRUST - The level of trust your non-profit’s website portrays PROFESSIONAL - The level of professionalism your non-profit appears IMPACTFUL - The level of impact of the organization on the people it helps EDUCATIONAL - How informative is your non-profit’s website EASY TO USE - How easy it is to donate & navigate your website
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SEGMENT, NEEDS & PERFORMANCE (S.N.A.P) CHART
Indicate the level your
persona values these needs and the level you communicate how you meet these needs 5 4
ERIC
3
YOUR NON-PROFIT
2 1 TRUST
1
LOW VALUE -
5
PROFESSIONAL
HIGH VALUE
IMPACTFUL
EDUCATIONAL
EASY TO USE
The S.N.A.P chart will allow your non-profit to see what areas they need to improve & what areas they are putting too much time into.
CHAPTER FOUR
GOALS,
QUESTIONS, INFLUENCERS & APPROACH
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GOALS, QUESTIONS, INFLUENCERS & APPROACH
Create a Goals, Questions, Influencers & Approach Chart
GOALS
INFLUENCERS Who are the people that influence the persona’s opinions and behavior?
What is the desired outcome of the persona when they interact and/or use the non-profit?
• Feel he has changed lives • Gave back to his community
QUESTIONS
• Friends • Family • Colleagues
APPROACH
What questions may your personas have about your non-profit?
• Are there proven results? • Do I have the skills to help?
What are the attitudes of the persona as they look into your non-profit?
• • • •
Enthusiastic Curious Patient Optimistic
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GOALS, QUESTIONS, INFLUENCERS & APPROACH
Indicate the
social networks that the persona uses and the blogs they tend to follow
CHAPTER FIVE
FORRESTER
RESEARCH
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FORRESTER RESEARCH
forrester research is a social technographic profile tool that shows how different demographics interact on social media
VISIT: http://www.forrester.com/empowered/tool_consumer.html
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FORRESTER RESEARCH
How you communicate & interact with the persona will depend on their
social technographics
In this example, the social media behavior of a 25-34 year old American Male is a
creator, critic & collector
CHAPTER SIX
ANALYSIS OF
SOCIAL MEDIA BEHAVIOR
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ANALYSIS OF SOCIAL MEDIA BEHAVIOR
d e
Based off your results, write out how your persona would interact on various social media channels
creator
critic
collector INFO
Eric is active online. He likes to talk about his work and what he is learning through this blog.
Eric will give feedback to online content and
He will share anything that that he finds
will comment on blogs & facebook posts.
online that is interesting or funny.
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ANALYSIS OF SOCIAL MEDIA BEHAVIOR
Using the
engagement pyramid place arrows on areas that match with the description of your persona’s interaction and engagement on-line
The Engagement Pyramid is a visualization of how the non-profit should interact with the persona and give clue to the format and strategy for social media marketing.
CURATING
PRODUCING COMMENTING SHARING WATCHING
Congratulations! You have completed your “Persona Development� process. Now you have a better understanding of who your customer segments are, how they interact online, and how you should engage with them based off your results. You are well on your way to crafting more effective marketing messages. Good luck!