ROI Tools

ROI Tools:

SOCIAL MEDIA ROI PERSPECTIVES and TOOLS

PERSONA

A persona mask is the concept as many masks can be worn–knowingly or not.

Customers can wear many masks during day and some may wear more than one.

Each persona mask may have some behaviours common to other masks.

 

PRODUCT

Manifests value and is represented by a STORY LENS or its own product persona.

 

A persona mask is made of observed behaviours–see STORY LENS.

 

STORY LENS PERSPECTIVE TOOL

Five elements bridge stories to numbers–Story, processes, software, brand, measure/KPI.

 

Story is told.

Story told 2nd time is a process.

Story told 3rd time manifests software.

Story told 4th time manifests brand value.

Story told 5th time causes accountants to measure.

 

Changes in any of the 5 elements ripple through others and may cause you to adjust or not.

 

STORIES

I do this manually or with tools like www.cirilab.com

 

PROCESSES

The work facilitated by the product or done by persona.

 

SOFTWARE

Used to deliver product value or facilitate consumption by persona.

 

BRAND

Value manifested by product or desired by persona.

 

NUMBERS, KPIs or MEASURES

I do this manually, with Excel or datacubes.

 

TIME PERSPECTIVE TOOL

Sufi, Units, Clock, Cycle, Event, Story, Scenario = SUCCESS

 

TUNING

The Story Lens and Persona of the Product and Persona must be aligned as close as possible.

Success is created by understanding current state (perspective) and when things change (alignment).

 

SIMULTANEOUS EQUATIONS

The product persona helps to orient to the customer persona and the reverse.

Remember, perspective trumps precision.

 

NAVIGATION COMMENT

See www.neuropersona.com and note the words available.  Persona select word(s) or images according to what STORY LENS combination is active so we facilitate NAVIGATION with a website.  This includes SEO.

Think of a datacube with one edge as Personas, another edge as customers (actual), another edge as market segments/research, another edge Geography, another edge as Product (actual) another edge as Product Persona. 

Yes, the product persona is built up from marketing material, media messages, etc…

 

ALIGNMENT PERSPECTIVE TOOL–TUNING FORKS

Persona construct provides product on-ramp to customer persona–align value proposition, media, etc…

Persona consturct provides Persona on-ramp to product–navigate to content, evaluate find, act, etc…

 

Think of each side (sell and buy) as a tuning fork that is slowly getting out of tune and that have to be adjusted, but to different notes as time proceeds–then there are multiple, simultaneous time perspectives.  www.adscenario.com

 

VALUE and PROMISE TOOLS – STORYBOARDS

Tools used to diagnose current state, assess changes and align values.

The (mis)alignment of the Product Persona/Story Lens and the Customer Persona/Story Lens