Personas - Invent Your Real Customers

Personas Invent Your Real Customers

Sonja Riesterer @sonjarierr Personas

About me

Sonja Riesterer

Aachen, Germany

Marketing Manager at integer_net GmbH

Online Marketing Manager IHK

Magento Certified Solution Specialist

Member of Firegento e.V.


Separated at Birth

Demographic twins

Different lifestyles

Different address needed


(c) Dan Marsh

Dan Marsh

Customers = Humans > (Numbers + Facts)

Values, motivation, wishes, problems, goals,

Turn target groups into prototypes

1 persona per customer segment


True-to-Life Prototypes

Tanja Lehmann (35), Munich,
insurance sales woman on parental leaveFamily: married to Thomas (39, banker),
2 sons (3 years & 4 months)

Daily routine: upbringing of her children, running & yoga, friends, mobile games (Quizduell)

Online behaviour: Whatsapp, Social Media (Facebook), exchange of experiences, research (shopping, recipes, child health issues)

Values: family, safety, health

Motivation: Only the best for my children!


Collect Base Data

Employees with customer contactCustomer support

Sales

Online marketing

Customer surveysInterviews, user test with thinking aloud

Market research, polls


Collect Base Data


Facebook Audience InsightsLifestyle, household size, living situation, special events in life, children's age, spending behaviour, home's value, car

Facebook Graph Search

Only for private use

Facebook Ad Manager



Collect Base Data

Google Analytics

Twitter AnalyticsInterests

Gender

Origin

Language



Are You Serious?!

Fictional, not scientific

Hiding behind life-size standups


Combination is Key!

Support creative writing with data

Reality check during customer contact

One persona is never enough


Thank you very much!

Be creative and feel free to send your most awesome personas to:[email protected]: @sonjarierr


Links

Facebook Audience Insights
https://www.facebook.com/business/news/audience-insights

Facebook Ads Manager (only in Google Chrome)https://www.facebook.com/ads/manager/

Twitter Analytics
https://analytics.twitter.com/

Google Analytics Guide for Segments
https://support.google.com/analytics/answer/3123951?hl=de


23/10/2015Klicken Sie, um das Format des Titeltextes zu bearbeitenTitelmasterformat durch Klicken bearbeiten

Sonja Riesterer @sonjarierr - Personas

Klicken Sie, um die Formate des Gliederungstextes zu bearbeitenZweite GliederungsebeneDritte GliederungsebeneVierte GliederungsebeneFnfte GliederungsebeneSechste GliederungsebeneSiebente GliederungsebeneAchte Gliederungsebene

Neunte GliederungsebeneTextmasterformat bearbeiten

Zweite Ebene

Dritte Ebene

Vierte Ebene

Fnfte Ebene

23/10/2015Klicken Sie, um das Format des Titeltextes zu bearbeitenTitelmasterformat durch Klicken bearbeiten

Sonja Riesterer @sonjarierr - Personas

Personas - Invent Your Real Customers

Marketing

Transcript of Personas - Invent Your Real Customers