Posts Tagged ‘Navigation’

Yahoo Personati

2009/08/16

Yahoo has used personae for close to ten years now to help them serve their customers better and maximize revenues to achieve success in the brutally competitive search market.

However, Yahoo uses personae strictly to group user interaction behaviours of their customers as indicated here:

Yahoo recently sent a Yodel Ancedotal message to customers focused on (Neuro)Persona behaviour surveys:

we look at the story of Jewellery repair and FedEx.

What’s your social mojo?Posted: 13 Aug 2009 10:08 PM PDT As Twitter becomes more mainstream, everyone and their mother (and grandmother… and mayor… and daytime TV host) is trying their hand at the tweet. But what they might not realize is that how you use Twitter can say a lot about you. In honor of our new Yahoo! Homepage, which was designed to be customized to reflect your true personality, we’ve launched a new tool that helps you analyze your social mojo. Just enter your Twitter username and our highly scientific pipe thingy goes to work to determine exactly what kind of Twitter persona you possess. You might be a:

  • § Headliner – You’re the star of the Twitterverse, have tons of followers, and have retweets the likes of Ashton Kutcher and Perez Hilton
  • § Crowd Pleaser – You use lots of hashtags and are in on all the hot conversations
  • § Cheerleader – Retweeting is how you roll
  • § B.F.F. – Your volume of @replies makes you everybody’s best bud
  • § Party Animal – With so many followers, you’re the life of the party
  • § Private Eye – Like any good investigator, you’re following a boatload of people
  • § Concierge – You live for links and sending people to the best stuff
  • § Word Whiz – You’re a natural wordsmith and make the most of your 140 characters
  • § Lone Wolf – You’re more of a low-profile type (some might even accuse you of lurking)
  • § Name Dropper – You use lots of @names when you tweet
  • § Matchmaker – You pass along lots of URLs to make sure everyone’s connected
  • § Wall Flower – You don’t tweet much but you’re still in on the party
  • § Novelist – You have a lot to say and tweet with a lot of characters to prove it
  • § Shadow – You follow lots of people like a good shadow would
  • § Scenester – If there’s a hashtag conversation happening, you’re there
  • § Tweethead – Your high number of retweets shows you like to spread the good stuff

 
And once you get your assessment, we suggest a number of related websites that you can add to your very own Yahoo! Homepage to help feed your mojo.

Give it a try — http://yahoo.knowyourmojo.com… and then tweet about it. (And be sure to follow us on Twitter — we’re a Concierge.)

Nicki Dugan
Blog Editor

Now why is this important to Yahoo?  Simple, if Yahoo can accomodate behaviours the actual people exhibiting the behaviours are irrelevent in that it doesn’t matter if they are young, old, rich, poor, strong or weak.

Elementally (Neuro)Personae render marketing segmentation analysis redundant.  I would have said useless, but in my view it has been that way for decision making for a considerable period of time.

Cheers,

Nick www.adscenario.com www.neuropersona.com www.speedsynch.com

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Persona Marketing and Magnetism

2008/11/24

Magnetism can help us understand the potential of Persona Marketing using the simple rules that opposite charges attract and identical charges repel. 

A seller may place a positive charge on a product to attract buyers after paying marketers to research and segment markets and build the brand.  Marketing strategy and efforts would focus on the findings, observations and analysis that buyers are attracted to products with a positive charge.

It is at this point that more often than not that a strange thing happens.  Some buyers (negative charge) purchase the offered product (positive charge) but many others with the same interests don’t buy.  Other buyers (positive charge) who would never be expected to buy actually buy the product (positive charge).

Welcome to reality where a Persona changes behaviour instantly, for their own reasons, in their own time.  

An AC motor operates by alternating charges from positive to negative constantly but unlike the AC motor we never know why or when a person may wear or discard a Persona mask and its associated behaviours.

How do we adjust to serve our customers, stay relevant and earn profit?

We must simply serve Persona behaviours and let people behind the mask tell us what to do.  This is done by providing sensible Persona based navigation options or choices.  In the previous story a person may wear one Persona (positive charge) or another (negative charge).  We would never be able to tell which Persona mask is being worn by an individual unless they declare.  Providing a person the ability to declare their interest is simpler than most people think and a web site is one way to accomplish this by providing different paths to people with different interests or Persona behaviours.   A Persona declares their interest and the value useful to them by navigating the web site.

For more details around web site navigation see www.scenario2.com and to to Web Strategy Instruction.

Cheers,

Nick www.scenario2.com