In marketing, Target Personas are created to illustrate what a person who may fall into a target audience category would be like. In this case, these are potential Hive users, investors and dapp owners, content creators, and developers.
Their fictional experience serves to illustrate how Hive is solving a problem for them and granting them a unique opportunity. It also notes how they may benefit Hive and help it thrive.
Challenge
Step 1. Create an example user for Hive as following:
Name:
Lives in:
Age:
Education:
Occupation:
Interests:
Use a free to use photo from Unsplash or Pexels (and source it) if you want to add a photo for the person. Their names and information should be fictional and not based on any real people alive or dead.
Step 2. Add a Needs section and outline what problem or difficulty they face
Step 3. Add an Opportunity section and now answer how Hive can help them solve their problem and achieve their goals
Step 4. Make a post and link it in the comments below so I can find it
I will compile all of your personas and add them to a Marketing materials document. The top 3 profiles will be featured in the proposed Hive Marketing Strategy.
As always, you may write in any language.
Examples
All individuals and products mentioned in this section are entirely fictional and are created for the purposes of demonstration. Any similarities to persons living or dead are an unintended coincidence. Images are from Pexels: 1, 2, 3.
Jaspreet Gill
Lives in: Kochi, Kerala, India
Age: 26
Education: Computer Science, MSc
Occupation: Founder and developer of a fashion blogging mobile app B5ever
Interests: Entrepreneurship, fashion, innovation, cost-savings
Needs: Jaspreet has taken her university project and combined it with her interest in fashion trends. While she is an excellent visionary and good developer who created a functional MVP of her flagship product, the B5ever app, she is at a loss on how to grow its utility and user-base. She knows she is competing against large companies in the same field with apps created by large teams with all the marketing power behind them. Regardless, she is doing her best while trying to manage the growing costs of launching an ambitious startup. She is looking for a solution that won’t cost her her autonomy but at the same time provide her with the solutions her business needs to survive.
Opportunity: Jaspreet can connect her B5ever mobile app to the Hive blockchain. This will allow her to store her users’ fashion blogs on the Hive blockchain, draw in existing users from the Hive ecosystem, and grant her users the ability to monetize their contributions. Doing so not only saves her money in regards to infrastructure costs, but also gives fashion bloggers an incentive to use her platform versus her competitors’.
Jan Melion
Lives in: ‘somewhere’ in Panama
Age: 42
Education: History, BA
Occupation: Crypto personality, mentor and angel investor
Interests: Whatever he feels like at the time, 3d printing, altcoins
Needs: Jan has invested heavily in BTC back in 2012 and sold half of it at the top, trading it into various altcoins, traditional investments, precious metals, and even large parcels of land in desirable locations. He is entirely self-taught and was a librarian prior to discovering cryptocurrency and trading. He moved to Panama from Canada, where he grew up after his family immigrated there from Europe. He regards himself as a global citizen and is interested in cryptocurrency projects that have a greater vision outside of financing their core team. He wants to be engaged in whatever he invests in but he’s not a gambler. He has been burned by ‘exit scams’ before and seeks investments where he can rest assured that won’t happen.
Opportunity: Jan can invest in Hive to a point where his stake equals a ‘whale’ account. Since, at his age and current financial standing, Jan is no longer interested in quick profits, Hive provides him with just what he wants: a place of vision that is entirely decentralized and an investment where he has proportional control over the cryptocurrency and thus his investment. Investing in Hive also allows him to further diversify his portfolio in an interesting way, connect with others who have similar goals, and remain confident that his funds won’t disappear overnight as with some centralized platforms.
Jamal Jones
Lives in: Scottsdale, AZ, USA
Age: 31
Education: Diplomas in Film Studies and Photography
Occupation: Model, ‘influencer’, photographer, has appeared on several reality shows
Interests: Fitness, sports that get him outside, travel
Needs: Jamal has been trying to break into the entertainment and modeling industry for over a decade with varying results. While he has built up a large following online, primarily with his fitness-focused content and excellent photography, he has never achieved the recognition he wanted and the sponsors he once had are moving on to younger talent. Additionally, with the popularity of newer platforms like TikTok, he finds himself working harder to re-establish himself over and over while earning less and having doors that were previously open shut in his face. When Instagram deleted his account with 130k followers with no notice and resolution, that was the last straw.
Opportunity: Jamal is a professional content creator who would be greatly welcomed at Hive. Hive would allow him to reach a global audience and monetize his content, as is his aim, without placing undue burdens on him to facilitate this. Instead of applying to sponsors and endlessly sending out gifts to Patreon subscribers, he can focus on his fitness material and photography. Hive’s content discovery capabilities and strong communities will do the legwork for him. He may invest in building up his following and profile on Hive without the fear that someone may arbitrarily decide to delete his account and destroy his hard work. His existing network of followers, many of whom would join him on Hive, would find their own niches while continuing to support him.
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Did you happen to create a target persona for an esports team? ;)
I might try and make one tomorrow if I can get my dang thoughts coherent. But the general target is a content creator whose hit the point of success where the curation aspect is useful for personal branding, basically content creators who now desire influence over the less experienced.
In my head I imagine a musician, specifically a rapper, but that's just because music has scenes and it's easier for me to mentally translate. There is likely a better model target and that's where the idea needs work.
But, moderately successful rapper, able to risk 100k. Hive is useful for posting about the craft, but the ability to curate up and comers around you? That's legacy building.
No, we don't have one. If you want to create a few please by all means go for it.
Keep bringing the high profile people to Hive! This is an excellent idea!
I’m ready for this.
I’m gonna focus on finding developers and investors.
Ps. Instagram has users. HIVE only has owners. Web3 means users are replaced with owners. So I would love to see we have culture where our community called themselves hive owners. I even suggest to replace username with ownername with account creating
We can add that terminology to our pre-written marketing statements.
💪
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Great idea, I did exactly this exercise during a workshop at a StartUp accelerator program under the guidance of one of the LinkedIn co-founders. I think it is important that people add some detail about where the person they are characterizing can most easily be reached as well. I made my entry here:).
https://peakd.com/marketing/@fredrikaa/hive-marketing-persona-the-opinionated-guy-who-wants-to-be-heard
A great submission. We should connect at some point and talk about what they teach at accelerators. We can definitely leverage some of that here.
Hey dear @guiltyparties great idea to "find" the right personas.
Let's see if I can create a typical german persona
Thanks, @guiltyparties, for the awesome challenge! 😊 Here is my entry.