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The ABCs of Leveraging Personas for Search Success Defining The Content That Connects - ClickZ NY 2015

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Grant Simmons
Grant Simmons

Personas are a tool to help in strategy development, tactical execution and measurement of outcomes. In this presentation at ClickZ New York in March 2015, I go through the what, why and how in developing persona that work to drive better content targeting & search success

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March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers The ABCs of Leveraging Personas for Search Success Defining The Content That Connects Grant Simmons Vice President of Search Marketing
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive •  20+M Visitors a Month •  4th Largest Real Estate portal in US •  Established 1993 •  Positioned on ‘quality’ through better targeting
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Grant  Simmons   Vice  President  of  Search  Marke5ng •  SEO Since 1997 •  Lived the “Agency Life” •  Joined Homes.com 2014 •  NOT the GEICO Gecko
March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers Twi9er   @simmonet   Linkedin   /in/simmonet   Google+   /grantsimmons  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Tweet This Session! @simmonet #CZLNY
March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers The ABCs of Leveraging Personas for Search Success Who reads subtitles anyway? Grant Simmons Vice President of Search Marketing
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Search is Traffic.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive More? Or more better?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Both. Is. Good.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive More better is better.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Now. Define better.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Better = Targeted
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas are a tool to help in strategy development, tactical execution and measurement of outcomes
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas are: •  Dummy users who represent hypothetical groups of people •  Defined by their goals •  Delineated by their motivations •  Described by their behaviors •  Distinct by the tactics to address •  No dummies
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas help target.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC!
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 3 Main Concepts •  Activation •  Behavior •  Connection Three shall be the number thou shalt count, and the number of the counting shall be three.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What % of homebuyers say that neighborhood quality is more important than size of the home?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 78% What % of homebuyers say that neighborhood quality is more important than size of the home?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Activate! #1
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Activation 1.  Why are people actively searching for your product? Where do they search? 2.  Where are people who could use your product online? What is a stimulus to make them active prospects for your product?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Census.gov - Reason for Moving: 2012 to 2013
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Census.gov - Reason for Moving: 2012 to 2013 Pigeon Holes Suck
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Simplify
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive There are Triggers
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive commute sucks pay raise met someone kids are gone
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Triggers Happen Without You
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Triggers You Can Guess & Research Hypothesize away…
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Trigger: “I’ve been evicted”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Simplify
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive There are Stimuli
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive They Are The ‘Tickle’
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive …Of Needs / Desires “I Want / Need To”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive save time impress friends live together feel young again I want to:
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Stimuli You Must Ask
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Stimuli You Must Ask Open-Ended Questions
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Stimulus: “What are you looking for that’s better in a new neighborhood?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Trigger Research
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “DeFind” your audience •  Government: – Census - census.gov – FedStats - fedstats.gov – Bureau of Labor - bls.gov •  Academic – U of M: – ICPSR - www.icpsr.umich.edu/ – ISR - www.psc.isr.umich.edu/ (> data)
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Or You Can Pay Someone
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Or You Can Pay Someone
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Stimuli Research
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Survey Tools / Methods •  In Person •  Email surveys •  Online surveys •  By Phone •  Site surveys
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive http://www.unknownunknowns.co.uk/Donald Rumsfeld
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Don’t Just Ask Your ‘Knowns’
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Audiences •  Survey Monkey •  Fluid Survey •  Survey Gizmo (Cint) •  SodaHead •  Google Surveys
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Site Analytics Google Analytics can give you great insights into *current* audience breakdown / interests
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Now… Build Your Personas
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Use a Template Facts. Pain Points. Behavior. Goals. Words. Quotes. Tweets. Images.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Be Memorable
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Homemaker Hannah Investor Isaac Veteran Vic First-Time Francis Empty Nest Ernie
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Demographics Facts •  What do they do? – Business – Hobbies – Education •  Who are they? – Demographics – Income etc. “buzzwords” (phrases)
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Google is Your (Buzzword) Friend https://adwords.google.com/da/DisplayPlanner/Home
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Goals / Challenges •  What are they trying to do? – Goal 1 – Goal 2 •  Why can’t they do it? – Issue 1 – Issue 2 •  How can you help them?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Take A Break!
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What % of homebuyers would forego a home with a larger yard in favor of a shorter commute?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 57% What % of homebuyers would forego a home with a larger yard in favor of a shorter commute?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Behave! (or not) #2
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Behavior •  Where do they search (or not)? •  Why do they search? •  How do they search? •  What are they searching for?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Google is Your (Search) Friend https://adwords.google.com/da/DisplayPlanner/Home Where people search on topics
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Triggers / Stimuli Why do they NEED to be in the funnel? Trigger •  Economics •  “My boss told me” •  It broke •  Family •  It’s “that” time •  Health Why would they WANT to be in the funnel? Stimuli •  I don’t want to miss out •  What will happen if…? •  The Jones’ •  Impress - GHIBP •  More education for job •  Time to give back
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Robert Plutchik's Wheel of Emotions
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Triggered Search Research •  Query / Topic •  UCG – Q&A •  Industry studies
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Remember the ‘Old’ Funnel? Source: Forrester Research
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Say Hello to the ‘New’ Funnel Source: Forrester Research
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Points of Potential Stimulus Source: Forrester Research + + media  +   content  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 3 I’s of Stimuliii J Decision makers / breakers •  Inspiration •  Influence •  Information
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Inspiration •  You deserve better – Entitled •  Here’s an idea – Dream •  Lifestyle expectation – Picture yourself… •  Financial – It’s more affordable than you think…
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Influence •  Peers •  Relationship •  Educators •  Parents •  Media / Advertising •  Social / UGC •  Speakers J
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Information •  Growth – Salary studies •  Scarcity – Only 3 days left! •  Contribution – Charity stories
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What is the median age of the first-time buyer?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 31 What is the median age of the first-time buyer?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Connect! #3
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Intent to Content with Context
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Messaging •  What are their questions? – Real interview quotes •  How can we answer? – Real interview quotes – Content ideas – Medium ideas
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Intent to Content with Context
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT Content  /   Context   Medium   Site   Message   Device   GEO   Influence   Inspira5on   Buying   Stage   History   Social   Graph  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona to Content with Context
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive ForRent  2014  Renter  Survey   @simmonet
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Segments  Defined  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Segments to Personas •  Defined 8 segments •  Key: – Triggers – Attributes – Behaviors •  Then gave them personalities and scenarios…
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Sorority Susan Susan is finally moving out Her parents are happy, but they want to make certain she finds an affordable apartment in a safe area. Jenny wants a roommate, to be close to class, a gym, and... her  parents  to  pay  J  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive   What  does  her  funnel  look  like?     -­‐  Pla;orms  -­‐   -­‐  Devices  -­‐   -­‐  S?muli  -­‐   -­‐  Content  -­‐  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” Parents give the ‘go’ on neighborhood and budget Preferred properties request Apartment directions
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Pref. properties request Apartment directions
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions                    Search   “apartments in river front, va” “river front, va crime” “coffee shop near River View Apts”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Apartment directions “river front, va 2 bedroom”                                  Lis5ng                          Services   Shared search results Preferred properties request
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social  Interac5ons   “local gym?” “river front neighborhood”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  listening?  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  publishing?  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Mobile   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  publishing?  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Mobile   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  friendly?  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Content Ideas for Susan •  Best cycling neighborhoods for UV students •  How to look good at the gym •  River Front coffee shops only locals know •  Student moving guide •  Tips to find a safe neighborhood •  How to get your parents to pay for college
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Sorority Susan •  One example – many possible •  Can be *way* more complex –  Forums –  College sites –  Print –  Other influencers •  Social is a key connector •  Device almost always portable –  For *this* persona
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Pref. properties request Apartment directions
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Other Examples…
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Trigger: “I’ve been evicted”
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive How to Connect? •  Q&A – Leverage research to create ‘robust’ answers – beware of thin content •  Guides – e.g. “What to do if you’re evicted?” •  Supplemental: – Credit / Finances – Short-term Housing – Lawyers / Legal – Government Support
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Stimulus: “What are you looking for that’s better in a new neighborhood?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive How to Connect? •  Leverage user survey responses – Best <anything> in Neighborhood… •  Best, top, awards, safest, user reviews etc. – School data / information – Restaurants / activities – GEO-based studies •  Jobs / economy •  Commute etc.
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Good content connects with behavior Great content inspires behavior Grantism
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Wrapping Up #
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Recap •  Understand triggers and tickles •  Build audience segments from known data •  Gain insights from interviews / surveys •  Map audience segments to journeys •  Build personas from segments & insights •  Develop your content strategy from personas
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Time
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Place
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Message
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Time Right Medium Right Message Right Place
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Personas
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Thank  you!  
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Grant  Simmons   Vice  President  of  Search  Marke5ng   @simmonet Questions?
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive The ABCs of Leveraging Personas for Search Success If You’re Still Reading This. Grant Simmons Vice President of Search Marketing
@simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive The ABCs of Leveraging Personas for Search Success Defining The Content That Connects Grant Simmons Vice President of Search Marketing

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The ABCs of Leveraging Personas for Search Success Defining The Content That Connects - ClickZ NY 2015

  • 1. March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers The ABCs of Leveraging Personas for Search Success Defining The Content That Connects Grant Simmons Vice President of Search Marketing
  • 2. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive •  20+M Visitors a Month •  4th Largest Real Estate portal in US •  Established 1993 •  Positioned on ‘quality’ through better targeting
  • 3. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Grant  Simmons   Vice  President  of  Search  Marke5ng •  SEO Since 1997 •  Lived the “Agency Life” •  Joined Homes.com 2014 •  NOT the GEICO Gecko
  • 4. March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers Twi9er   @simmonet   Linkedin   /in/simmonet   Google+   /grantsimmons  
  • 5. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Tweet This Session! @simmonet #CZLNY
  • 6. March 30 – April 1, 2015 #CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers The ABCs of Leveraging Personas for Search Success Who reads subtitles anyway? Grant Simmons Vice President of Search Marketing
  • 7. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Search is Traffic.
  • 8. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive More? Or more better?
  • 9. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Both. Is. Good.
  • 10. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive More better is better.
  • 11. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Now. Define better.
  • 12. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive
  • 13. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Better = Targeted
  • 14. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas are a tool to help in strategy development, tactical execution and measurement of outcomes
  • 15. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas are: •  Dummy users who represent hypothetical groups of people •  Defined by their goals •  Delineated by their motivations •  Described by their behaviors •  Distinct by the tactics to address •  No dummies
  • 16. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Personas help target.
  • 17. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC! Success is as simple as ABC!
  • 18. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 3 Main Concepts •  Activation •  Behavior •  Connection Three shall be the number thou shalt count, and the number of the counting shall be three.
  • 19. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What % of homebuyers say that neighborhood quality is more important than size of the home?
  • 20. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 78% What % of homebuyers say that neighborhood quality is more important than size of the home?
  • 21. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Activate! #1
  • 22. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Activation 1.  Why are people actively searching for your product? Where do they search? 2.  Where are people who could use your product online? What is a stimulus to make them active prospects for your product?
  • 23. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Census.gov - Reason for Moving: 2012 to 2013
  • 24. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Census.gov - Reason for Moving: 2012 to 2013 Pigeon Holes Suck
  • 25. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Simplify
  • 26. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive There are Triggers
  • 27. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive commute sucks pay raise met someone kids are gone
  • 28. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Triggers Happen Without You
  • 29. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Triggers You Can Guess & Research Hypothesize away…
  • 30. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
  • 31. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
  • 32. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Trigger: “I’ve been evicted”
  • 33. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Simplify
  • 34. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive There are Stimuli
  • 35. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive They Are The ‘Tickle’
  • 36. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive …Of Needs / Desires “I Want / Need To”
  • 37. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive save time impress friends live together feel young again I want to:
  • 38. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Stimuli You Must Ask
  • 39. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive To Understand Stimuli You Must Ask Open-Ended Questions
  • 40. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
  • 41. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%  
  • 42. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Stimulus: “What are you looking for that’s better in a new neighborhood?
  • 43. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Trigger Research
  • 44. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “DeFind” your audience •  Government: – Census - census.gov – FedStats - fedstats.gov – Bureau of Labor - bls.gov •  Academic – U of M: – ICPSR - www.icpsr.umich.edu/ – ISR - www.psc.isr.umich.edu/ (> data)
  • 45. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Or You Can Pay Someone
  • 46. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Or You Can Pay Someone
  • 47. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Stimuli Research
  • 48. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Survey Tools / Methods •  In Person •  Email surveys •  Online surveys •  By Phone •  Site surveys
  • 49. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive http://www.unknownunknowns.co.uk/Donald Rumsfeld
  • 50. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Don’t Just Ask Your ‘Knowns’
  • 51. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Audiences •  Survey Monkey •  Fluid Survey •  Survey Gizmo (Cint) •  SodaHead •  Google Surveys
  • 52. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Site Analytics Google Analytics can give you great insights into *current* audience breakdown / interests
  • 53. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Now… Build Your Personas
  • 54. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Use a Template Facts. Pain Points. Behavior. Goals. Words. Quotes. Tweets. Images.
  • 55. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Be Memorable
  • 56. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Homemaker Hannah Investor Isaac Veteran Vic First-Time Francis Empty Nest Ernie
  • 57. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Demographics Facts •  What do they do? – Business – Hobbies – Education •  Who are they? – Demographics – Income etc. “buzzwords” (phrases)
  • 58. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Google is Your (Buzzword) Friend https://adwords.google.com/da/DisplayPlanner/Home
  • 59. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Goals / Challenges •  What are they trying to do? – Goal 1 – Goal 2 •  Why can’t they do it? – Issue 1 – Issue 2 •  How can you help them?
  • 60. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Take A Break!
  • 61. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What % of homebuyers would forego a home with a larger yard in favor of a shorter commute?
  • 62. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 57% What % of homebuyers would forego a home with a larger yard in favor of a shorter commute?
  • 63. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Behave! (or not) #2
  • 64. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Behavior •  Where do they search (or not)? •  Why do they search? •  How do they search? •  What are they searching for?
  • 65. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Google is Your (Search) Friend https://adwords.google.com/da/DisplayPlanner/Home Where people search on topics
  • 66. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Triggers / Stimuli Why do they NEED to be in the funnel? Trigger •  Economics •  “My boss told me” •  It broke •  Family •  It’s “that” time •  Health Why would they WANT to be in the funnel? Stimuli •  I don’t want to miss out •  What will happen if…? •  The Jones’ •  Impress - GHIBP •  More education for job •  Time to give back
  • 67. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Robert Plutchik's Wheel of Emotions
  • 68. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Triggered Search Research •  Query / Topic •  UCG – Q&A •  Industry studies
  • 69. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Remember the ‘Old’ Funnel? Source: Forrester Research
  • 70. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Say Hello to the ‘New’ Funnel Source: Forrester Research
  • 71. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Points of Potential Stimulus Source: Forrester Research + + media  +   content  
  • 72. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 3 I’s of Stimuliii J Decision makers / breakers •  Inspiration •  Influence •  Information
  • 73. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Inspiration •  You deserve better – Entitled •  Here’s an idea – Dream •  Lifestyle expectation – Picture yourself… •  Financial – It’s more affordable than you think…
  • 74. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Influence •  Peers •  Relationship •  Educators •  Parents •  Media / Advertising •  Social / UGC •  Speakers J
  • 75. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Information •  Growth – Salary studies •  Scarcity – Only 3 days left! •  Contribution – Charity stories
  • 76. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Quick Fact What is the median age of the first-time buyer?
  • 77. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive 31 What is the median age of the first-time buyer?
  • 78. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Let’s Connect! #3
  • 79. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Intent to Content with Context
  • 80. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona: Messaging •  What are their questions? – Real interview quotes •  How can we answer? – Real interview quotes – Content ideas – Medium ideas
  • 81. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Intent to Content with Context
  • 82. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT Content  /   Context   Medium   Site   Message   Device   GEO   Influence   Inspira5on   Buying   Stage   History   Social   Graph  
  • 83. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Persona to Content with Context
  • 84. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive ForRent  2014  Renter  Survey   @simmonet
  • 85. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Segments  Defined  
  • 86. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Segments to Personas •  Defined 8 segments •  Key: – Triggers – Attributes – Behaviors •  Then gave them personalities and scenarios…
  • 87. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Sorority Susan Susan is finally moving out Her parents are happy, but they want to make certain she finds an affordable apartment in a safe area. Jenny wants a roommate, to be close to class, a gym, and... her  parents  to  pay  J  
  • 88. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive   What  does  her  funnel  look  like?     -­‐  Pla;orms  -­‐   -­‐  Devices  -­‐   -­‐  S?muli  -­‐   -­‐  Content  -­‐  
  • 89. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom”
  • 90. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood”
  • 91. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime”
  • 92. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” Parents give the ‘go’ on neighborhood and budget Preferred properties request Apartment directions
  • 93. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Pref. properties request Apartment directions
  • 94. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties with parents Parents look at safety sites Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions                    Search   “apartments in river front, va” “river front, va crime” “coffee shop near River View Apts”
  • 95. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Apartment directions “river front, va 2 bedroom”                                  Lis5ng                          Services   Shared search results Preferred properties request
  • 96. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social  Interac5ons   “local gym?” “river front neighborhood”
  • 97. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  listening?  
  • 98. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Social   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  publishing?  
  • 99. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Mobile   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  publishing?  
  • 100. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “apartments in river front, va” “river front, va 2 bedroom” Narrows search Finds price range Need to haves, nice to haves Shared search results Shares properties with parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Preferred properties request Apartment directions “best neighborhoods?”                    Mobile   “what site should I use?” “what school should I go to?” “party school?” “warm weather college?” “best medical degree program?” “where are you living?” “university in california?” “how do I search for a college?” “alumni networks for jobs?” “drama club university” “how was your freshman year?” “los angeles traffic?” “public transport in Miami?” “use ForRent for apartments?” “ratio of men to women?” “college nightlife?” “top 10 veterinarian schools?” “how do I pay for college?” “commute times for NYC?” “use ForRent for apartments?” …  Are  you  friendly?  
  • 101. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Content Ideas for Susan •  Best cycling neighborhoods for UV students •  How to look good at the gym •  River Front coffee shops only locals know •  Student moving guide •  Tips to find a safe neighborhood •  How to get your parents to pay for college
  • 102. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Sorority Susan •  One example – many possible •  Can be *way* more complex –  Forums –  College sites –  Print –  Other influencers •  Social is a key connector •  Device almost always portable –  For *this* persona
  • 103. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive “best neighborhoods?” “apartments in river front, va” “river front, va 2 bedroom” “local gym?” Narrows search Finds price range Need to haves, nice to haves “river front neighborhood” Shared search results Shares properties w/ parents Parents look at safety sites “river front, va crime” “coffee shop near River View Apts” Parents give the ‘go’ on neighborhood and budget Hey guys! I found a great place… what do you think? Pref. properties request Apartment directions
  • 104. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Other Examples…
  • 105. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Trigger: “I’ve been evicted”
  • 106. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive How to Connect? •  Q&A – Leverage research to create ‘robust’ answers – beware of thin content •  Guides – e.g. “What to do if you’re evicted?” •  Supplemental: – Credit / Finances – Short-term Housing – Lawyers / Legal – Government Support
  • 107. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Why People Move 0%   10%   20%   Stimulus: “What are you looking for that’s better in a new neighborhood?
  • 108. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive How to Connect? •  Leverage user survey responses – Best <anything> in Neighborhood… •  Best, top, awards, safest, user reviews etc. – School data / information – Restaurants / activities – GEO-based studies •  Jobs / economy •  Commute etc.
  • 109. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Good content connects with behavior Great content inspires behavior Grantism
  • 110. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Wrapping Up #
  • 111. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Recap •  Understand triggers and tickles •  Build audience segments from known data •  Gain insights from interviews / surveys •  Map audience segments to journeys •  Build personas from segments & insights •  Develop your content strategy from personas
  • 112. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Time
  • 113. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Place
  • 114. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Message
  • 115. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Time Right Medium Right Message Right Place
  • 116. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Right Personas
  • 117. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Thank  you!  
  • 118. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive Grant  Simmons   Vice  President  of  Search  Marke5ng   @simmonet Questions?
  • 119. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive The ABCs of Leveraging Personas for Search Success If You’re Still Reading This. Grant Simmons Vice President of Search Marketing
  • 120. @simmonet March 30 – April 1, 2015 | #CZLNY | @ClickZLive The ABCs of Leveraging Personas for Search Success Defining The Content That Connects Grant Simmons Vice President of Search Marketing