How to Build the Richard Persona in Xtensio (Eazl Growth Hacking 2019)

Eazl

15 Oct 201903:23

Summary

TLDRThe video script introduces a task to create a persona based on insights from Google Analytics and Facebook Insights. It guides viewers through the process using a blend user persona canvas and an extensive tutorial on old links. The script emphasizes the importance of understanding personality dimensions through tools like 16Personalities and suggests enriching the initial personas with customer interviews. The goal is to develop empathy for the target audience and improve team collaboration in content creation and marketing strategies.

Takeaways

🎯 The task at hand is to create a persona based on data from Google Analytics and Facebook Insights.
🔍 The goal is to gain a better understanding of the target audience, particularly focusing on best-performing metrics.
📈 The process involves expanding a basic user persona canvas to a full one using a program like extensive old links.
🌟 A comprehensive persona includes details such as name, photo, quotes, and typical statements to humanize the data.
📊 Demographic and personality profiles are essential components of a well-rounded persona.
🛠️ Utilizing the 16 personalities framework is recommended to identify key personality dimensions.
🎭 The persona should be relatable, using real-life observations and primary research to make initial assumptions.
🖼️ Visual aids like printing out the persona can help in understanding and empathizing with the target user.
🤝 Sharing the persona with team members like designers and content marketers fosters a shared understanding and strategy.
💬 Initial personas can be created in extensive old links using an empty persona mask and preliminary observations.
📝 Enriching the persona with customer interviews and social media analysis is crucial for accuracy and depth.

Q & A

What is the primary goal of the task described in the transcript?
-The primary goal is to create a detailed user persona based on existing insights from Google Analytics and Facebook Insights.
What tool is mentioned for creating personas?
-The tool mentioned is called 'extensive old links' in a tutorial, which seems to be a resource for mastering persona creation.
How does the video guide the creation of a persona?
-The video guides the creation of a persona by using a blend user persona canvas and expanding it to a full one, filling in various fields to develop a comprehensive profile of the target audience.
What is the significance of the name Richard in the context of the script?
-Richard is an example name given to the persona being created, to help visualize and humanize the target audience profile.
Why is it recommended to use the 16 personalities test in the process?
-The 16 personalities test is recommended to identify the dimensions of the persona's personality, providing a more nuanced understanding of their character traits.
How can initial assumptions be made for persona creation?
-Initial assumptions can be made by combining primary research, observations from social media, interest groups, and personal knowledge of similar individuals in real life.
What is the importance of printing out the persona profile?
-Printing out the persona profile is helpful for referencing it in the office, discussing it with the team, designers, and content marketers, and developing empathy for the user.
What is the next step after creating the initial personas?
-The next step is to enrich the data and profiles by conducting customer interviews to gather more detailed and accurate information.
How can social media be utilized in the persona creation process?
-Social media can be used to analyze the type of users, their interests, and behaviors, which can provide valuable insights for making more accurate assumptions about the persona.
What is the overall purpose of creating detailed personas?
-The purpose of creating detailed personas is to better understand the target audience, which helps in developing content, products, and strategies that resonate with their needs and preferences.

Outlines

00:00

🎯 Creating Personas for Target Audience Analysis

The paragraph introduces the task of creating a persona for the Heysel community, drawing parallels with previous efforts in Google Analytics and Facebook Insights. The goal is to enhance understanding of the best-performing target rates by adding more content. The tutorial suggests using a program called 'extensive old links' to master persona creation. It guides the audience through transitioning from a basic user persona canvas to a full one, referencing the TV show Silicon Valley for those familiar. The emphasis is on filling in a persona profile for the target audience, starting with a name, photo, and typical statements. The tutorial recommends using the 16 personalities test and encourages basing personas on primary research and real-life observations. It concludes by highlighting the importance of enriching these initial personas with customer interviews and analyzing user types on social media platforms like Facebook.

Mindmap

Keywords

💡persona

A persona is a fictional character or archetype that represents a segment of your target audience. In the context of the video, personas are used to understand and empathize with the target audience's needs, behaviors, and preferences. The script mentions creating a persona named Richard to profile the audience for Google Analytics and Facebook Insights.

💡Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It provides insights into user engagement, traffic sources, and other essential metrics. In the video, Google Analytics is mentioned as a source of data for understanding user behavior and performance rates.

💡Facebook Insights

Facebook Insights is a tool that provides analytics for Facebook pages, showing page administrators how people interact with their content. It offers metrics such as page views, post reach, and engagement. In the video, Facebook Insights is mentioned as another source of data for creating audience personas.

💡Extensive Old Links

Extensive Old Links likely refers to a program or tutorial that helps in utilizing existing links to improve content and SEO. It is mentioned in the context of providing more links for mastering persona making, suggesting it as a resource for enhancing the understanding of target audience personas.

💡user persona canvas

A user persona canvas is a visual tool used to outline and detail the characteristics of a user persona, including their demographics, personality traits, and behavior patterns. It serves as a guide for designers and marketers to create user-centered products and content. In the video, the canvas is used to fill in details about the persona Richard.

💡demographic profile

A demographic profile is a detailed description of a population based on variables such as age, gender, income, education, and occupation. It helps in understanding the characteristics of a target audience and tailoring marketing strategies accordingly. In the video, the demographic profile is part of the persona creation process.

💡16 personalities

16 personalities refers to the 16 different personality types in the Myers-Briggs Type Indicator (MBTI), a widely used personality assessment tool. It helps in understanding individual differences and preferences, which can be useful in creating personas with distinct personality traits.

💡gut feeling

Gut feeling refers to an intuitive sense or instinct about something, often based on past experiences or subconscious processing of information. In the context of the video, it suggests that creating personas also involves making assumptions and decisions based on intuition in addition to data and research.

💡customer interviews

Customer interviews are a qualitative research method where businesses engage in direct conversations with their customers to gain insights into their needs, preferences, and experiences. This helps in enriching and validating the data collected through other means, such as analytics tools.

💡social media analysis

Social media analysis involves examining data from social media platforms to understand user behavior, preferences, and trends. It is a valuable tool for creating personas as it provides insights into the interests and online activities of the target audience.

💡empathy

Empathy in the context of user experience design and marketing refers to the ability to understand and share the feelings of the target audience. It is crucial for developing personas that accurately represent the needs and perspectives of users, leading to more effective and user-centered strategies.

Highlights

Creating a persona for the target audience using Google Analytics and Facebook Insights data.

Utilizing a program called extensive old links for mastering persona making.

Transforming a blend user persona canvas into a full persona profile.

Filling in fields easily to create a detailed profile for the target audience.

The importance of understanding personality dimensions using the 16 personalities framework.

Combining gut feeling, primary research, and knowledge of real-life profiles for initial assumptions.

The practical application of printing out personas to foster empathy and discussion within teams.

Enriching persona profiles through customer interviews.

Analyzing social media for insights on user types, using Facebook audience insights or interest groups.

Making personas an enjoyable and educational process.

Persona creation as a tool for better understanding and targeting the audience.

The use of an empty persona mask for initial observations and analysis.

The significance of developing a comprehensive understanding of the user's personality and characteristics.

The tutorial's approach to creating a persona profile that is both educational and entertaining.

The recommendation to use the persona profile as a tool for ongoing development and team collaboration.