Using Exceptional Digital Personas to Drive Revenue

BUS-G02 Using Exceptional Digital

Personas to drive Revenue

Mark Polly, Director

Perficient

© 2014 IBM Corporation

Please Note

IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.

The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion

Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

2

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?

© 2014 IBM Corporation 5

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?

© 2014 IBM Corporation 11

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

© 2014 IBM Corporation 16

Analyze Site Metrics

© 2014 IBM Corporation 17

Analyze Customer Database

© 2014 IBM Corporation 18

http://www.julienrio.com/marketing/english/practical-uses-crm

Analyze Social Media

© 2014 IBM Corporation 19

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

© 2014 IBM Corporation 20

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.

© 2014 IBM Corporation 21

Experience Maps

© 2014 IBM Corporation 22

Journey Maps

© 2014 IBM Corporation 23

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

© 2014 IBM Corporation 25

Channels

• Personas can help tell us target the right channels

• How many do we have to support?

• Does the audience prefer:

– Web

– Mobile

– Social

© 2014 IBM Corporation 26

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

© 2014 IBM Corporation 29

Use Personalization with Personas

© 2014 IBM Corporation 30

Visibility Rule to Show Content

© 2014 IBM Corporation 31

English Site

© 2014 IBM Corporation 32

Spanish Site

© 2014 IBM Corporation 33

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

© 2014 IBM Corporation 36

IBM Digital Experience Profiler

© 2014 IBM Corporation 37

IBM Digital Experience Action

© 2014 IBM Corporation 38

Content selectedShould be tailored to the persona

Digital Experience Binding

© 2014 IBM Corporation 39

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

© 2014 IBM Corporation 40

Lead Nurturing and Campaigns

© 2014 IBM Corporation 41

Campaigns

© 2014 IBM Corporation 42

Lead Nurturing, Campaigns and Personas

• Personas inform about the content of the email, promos, etc.

• Personas inform the actions

© 2014 IBM Corporation 43

Sarah Jackson

Analytics

• Completes the marketing cycle

• Digital Experience Active Site Analytics

© 2014 IBM Corporation 44

IBM Digital Experience and Campaign Analytics

© 2014 IBM Corporation 45

IBM Digital Experience and Analytics

© 2014 IBM Corporation 46

Why Personas and Digital Experience?

© 2014 IBM Corporation 47

• 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/

48

About Perficient

49

• 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