Building  Your  Blog  Persona  

Chris2ne  Herron  @chris2ne  

h6p://chris2ne.net  

What’s  a  Persona?  

per·∙so·∙na    /    pərˈsōnə    /    Noun    1.  The  aspect  of  someone's  character  that  is  presented  to  or  perceived  by  others.    2.  A  role  or  character  adopted  by  an  author  or  an  actor.    

Persona  vs.  Iden2ty  

•  Persona  =  the  character  you  present  •  Iden2ty  =  how  you  present  that  character,  oQen  based  upon  varying  levels  of  personally  iden2fiable  informa2on  (PII)  – Real  Name  – Pseudonym  – Cloaked  – Anonymous  

Presenta2on  of  Self  

•  Who  you  interact  with  affects  how  you  present  yourself  

•  Performance  metaphor*  –  You  (“actor”)  choose  your  se\ng,  your  dress,  your  props  

– Audience  suspends  disbelief  •  Impression  management  technique  

*  courtesy  of  Erving  Goffman,  The  Presenta9on  of  Self  in  Everyday  Life  

Managing  Your  Audience  

•  People  you  meet,  engage  with,  and  react  to  in  the  real  world  

Roman2c  Dinner  =  1  VC  Pitch  =  2  

Mom’s  Group  =  5  

Herding  Your  Audience  

•  Online  communi2es  that  don’t  stop  with  physical  loca2on  and  walls  

LinkedIn  =  1,000  Facebook  =  1,000  

Blog  =  2,500  Twi6er  =  10,200  

Other  social  experiences  =  infinite  

Online  Personas  are  Complex  

Many  Iden22es  One  Persona  

Many  Iden22es  Many  Personas  

One  Iden2ty  One  Persona  

One  Iden2ty  Many  Personas  

Complexity  

Proac2ve  Persona  Building  1.  Self-­‐Assessment  –  What  are  you  trying  to  achieve  with  your  blog?  –  What  is  the  best  iden2ty  for  achieving  it?  

2.  Environmental  Assessment  –  Where  will  this  voice  be  heard?  –  What  enablers/constraints  do  you  have?  

3.  Audience  Assessment  –  Who’s  paying  a6en2on?  Who  do  you  want  to?  –  How  interac2ve  are  they?  –  What  do  you  want  from  them?  

Introducing  Controls  

•  Round  up  your  online  iden22es  •  Combine  and/or  separate  iden22es  – Real  Name  vs.  Pseudonym  – Pseudonym  vs.  Anonymous  

•  Match  iden2ty:persona  as  works  best  for  you  

Case  Study  (Me)  

•  Primary  Objec2ves  1.  Build  professional  credibility  2.  Create  personal  engagement  3.  Connect  with  colleagues  and  entrepreneurs  

•  Secondary  Objec2ves  1.  Follow  fascina2ons  2.  Have  fun  

Who  am  I?  

•  @chris2ne  •  Chris2ne.net  •  Facebook.com/chris2neherron  •  LinkedIn.com/in/chris2neherron  •  Other  social  experiences  

Two  iden22es,  three  personas  

Case  Study:  Short  Bio  

@chris2ne  /  Facebook    Early-­‐stage-­‐leaning  investor  at  Intel  Capital.  Venture  Advisor  at  500  Startups,  Advisor  to  SSE  Labs.  Tribal  kitchen  goddess  and  @calista's  mom.    (personal  interests,  professional  role,  humor,  family  role)  

     

Chris2ne.net  /  LinkedIn    Chris2ne  Herron  is  a  Silicon  Valley  investor  and  entrepreneur.  She  is  currently  a  Director  with  Intel  Capital  and  a  Venture  Advisor  at  500  Startups.    (professional  role  only)  

Case  Study:  @chris2ne  Content  

Case  Study:  Chris2ne.net  Content  

Case  Study:  Outcomes  

•  @chris2ne  – Heavy  Twi6er  following  – Strong  professional  referrals  – Real-­‐2me  linking  and  community  

•  Chris2ne.net  – Professional  credibility  – Established  domain  exper2se  – Long  tail  resource  

What  About  You?  

(Q&A)