using exceptional digital personas to drive revenue
DESCRIPTION
Presenter: Mark Polly, director, Portals, Content and Social Practice, Perficient Mark discusses using buyer and customer personas and user stories to help ensure that messaging delivered though IBM Exceptional Digital Experience platforms not only increases site visits, but also increases sales revenue (and ideally profit margin)TRANSCRIPT
BUS-G02 Using Exceptional Digital
Personas to drive Revenue
Mark Polly, Director
Perficient
© 2014 IBM Corporation
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Agenda
• What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 3
What are Personas?
• A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like.
• Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics.
• Kevin O’Connor UX Magazine
© 2014 IBM Corporation 4
What are Personas?
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Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes
Example Persona
© 2014 IBM Corporation 6
Kevan Lee, Buffer Blog
Example Persona
© 2014 IBM Corporation 7
• I’m a micro business
owner
• 31 Years Young
• Single (and Looking)
• Lives in San Francisco
• Business owner of 5
years, worked day job 5
years prior to raise the
money for rent space for
my business
• I drive a Toyota Prius
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson“It’s my business
and I get to call
all the shots.”
Five years ago Sarah decided that enough was
enough; her 9-5 job simply wasn’t satisfying her
creativity. So I quit and started my own Interior
Design firm. Initially it was a tough ride, but it got
better and today I rent a quaint space in a San
Francisco warehouse. I love being my own boss
and thrives on making all the decisions.
Now that I have a stable roster of clients and a
couple of new eager assistants, I have decided to
try and expand my business. However; I am
blatantly aware that if I am to be a success, I need
to tighten my fabulous Gucci belt and improve in
three area’s.
• Be better organized
• Consistently manage her budget
• Bill client’s on time.
And since I rely heavily on multiple credit cards for
my day-to-day business. (Including the interior
designers favorite, a Home Depot credit card)
I desperately want some sort of tool to help me
manage all my accounts in one place. I’ve heard
good things about Mint so I have made a mental
not to check it out soon.
Taking control of my business is within my grasp
so the future is pastel indeed!
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson
Attributes
Online security concerns
Budget focus
Control over finances
Technical optimism
Detail sensitivity
Key Goals
• Grow Business
• Maintain cash flow
• Keep clients happy
• Become more
organized
• Be more efficient
Behaviors
Credit card use
AO use
Mix personal and business
Records retention
Life Goals
• Buy a home
• Reach financial
comfort
Key Tasks
• Juggle cash flow, bill paying and available credit
• Monitor multiple card balances and credit
limits
• Transfer balance to other cards
• Apply for credit increase
• Trace how she arrived a particular balance on her
card
• Calculate estimates for clients
• Periodically check purchasing trends
• Provide reports for accountant quarterly
Key Content
• Quick access to current balances and credit limits
• Summary of multiple cards in one place
• One password and login for all cards
• Transactions, payments and balance transfers
updated in real time
• Alters for payment due and close to credit limit
• A visual indicator of current credit increase
eligibility
• Automatic downloading into QuickBooks
• Access to old statements for historical reference
• Business-relevant rewards
Consideration
s• She’s interested in offers that will save her time
and energy
• She’s scared of losing financial control
• She wants to feel like a valued customer
• She’s likely to phone if she can’t find it quickly
online
Key Content• Quick access to current balances and credit limits• Summary of multiple cards in one place• One password and login for all cards• Transactions, payments and balance transfers updated in real time• Alters for payment due and close to credit limit• A visual indicator of current credit increaseeligibility• Automatic downloading into QuickBooks• Access to old statements for historical reference• Business-relevant rewards
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson
Pays Bills
Makes Purchases Plans
Manages
Transfer
Why Personas?
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Why Personas?
• Provide the foundation for content development and marketing efforts
• Sets the tone and style for content
• Targets the topics you should be writing about
• Informs you about preferred channels
• Compatible with marketing customer segments
Why Personas?
• Understand user behaviors in order to make more effective design and business decisions.
• Consumer needs and desires can be more accurately identified through personas than through just demographic data
© 2014 IBM Corporation 13
Personas
© 2014 IBM Corporation 14
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 15
Persona Development
• Analyze your site metrics– Who are your users? Where did they come from?, what
keywords did they use? At what are they looking?
• Analyze your customer database– What patterns emerge? What demographics do you
collect?
• Analyze Social Media– Use Social Media listening to see who is asking questions,
complaining, praising, etc.
• Survey and interview audiences
• Talk to sales reps, customer service too
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Analyze Site Metrics
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Analyze Customer Database
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http://www.julienrio.com/marketing/english/practical-uses-crm
Analyze Social Media
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Persona Development
• Identify wide demographic of target audience(s)
• Conduct one-on-one interviews in context using ethnographic research techniques
• Analyze research data to look for patterns, identify extremes
• Follow up research with smaller subset of candidates to validate and fill in gaps
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Persona Development
• Must go beyond the demographic data.
• Understand why customers behave and whatthey expect
• Knowledge about the why makes it possible to create innovative solutions, products, ad campaigns, and digital experiences (the what) that cater to customers on a personal level.
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Experience Maps
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Journey Maps
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Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 24
Digital Experience Components
• Channels
• Content
• User Interface / Interaction
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Channels
• Personas can help tell us target the right channels
• How many do we have to support?
• Does the audience prefer:
– Web
– Mobile
– Social
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Personas Inform Content Development
• What content do I need to write?
• What style of writing do I use?
• What imagery should I include?
• Should my content be selling or consultative?
© 2014 IBM Corporation 27
UI Design
• Calls to Action
• Landing Pages
• Thank You Pages
• Page Layout
• Personalized Pages and / or Content
© 2014 IBM Corporation 28
Personas and Personalization
• You want to display different pages to each Persona
• Director page contains content about budgeting and leadership
• Nursing page contains clinical information and practice training
• Personalization visibility rules can be applied to pages or portlets
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Use Personalization with Personas
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Visibility Rule to Show Content
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English Site
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Spanish Site
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Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 34
Marketing and Personas
• Segmentation
• Lead Nurturing and Campaigns
• Analytics
© 2014 IBM Corporation 35
Segments ≠ Persona
• Personas are intended to help you understandthe person visiting your site
– They are a composite of people that do not exist
• Segments are groupings based on a set of rules using known attributes
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IBM Digital Experience Profiler
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IBM Digital Experience Action
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Content selectedShould be tailored to the persona
Digital Experience Binding
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Alternate Profilers or Segments
• Create segments in IBM Marketing Center or IBM Interact
• Use CRM or Customer Database analysis to define segments
• Use a custom field in LDAP to store segment id
• Use a custom personalization object to fill in segment after log-in
• Use recommendation engine to determine segment based on behavior on the site
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Lead Nurturing and Campaigns
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Campaigns
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Lead Nurturing, Campaigns and Personas
• Personas inform about the content of the email, promos, etc.
• Personas inform the actions
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Sarah Jackson
Analytics
• Completes the marketing cycle
• Digital Experience Active Site Analytics
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IBM Digital Experience and Campaign Analytics
© 2014 IBM Corporation 45
IBM Digital Experience and Analytics
© 2014 IBM Corporation 46
Why Personas and Digital Experience?
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• User Experience Design and Development
• Personalization
• Content Design and Development
• Content Content
• Recommendations
• Analytics
© 2014 IBM Corporation
For Additional Information
IBM Digital Experience Solutionshttp://www-01.ibm.com/software/collaboration/digitalexperience
WebSphere Portal and IBM Web Content Manager Information Center Wiki
http://www-10.lotus.com/ldd/portalwiki.nsf/
IBM Digital Experience Demonstrations: http://www.youtube.com/user/IBMXWebX
IBM Collaboration Services Business Solutions Cataloghttps://greenhouse.lotus.com/catalog/
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About Perficient
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• Founded 1997
• 2600 + employees
• 2013 Revenue ~$375M
• Public, NASDAQ: PRFT
• Local Business Units in over 20major US Cities
• Solution Integration Award 2012
• 3x Lotus Distinguished Partner
• **WINNER of Best Digital Experience @ Connect 2014
• Best Portal Solution Award 2010
• Smarter Decision Award
• Industry Focused & Authorized:
• Healthcare, Retail & Financial Services