Personas 1.0 were created and used by brands with the fortitude to put the customer at the center of their experience design processes. More than likely, they include transactional data as well as information extending beyond basic demographics and perhaps psychographics to understand customers' needs and desires to research, shop and self-service.
If your personas were created prior to the emergence of the social Web and the importance of online communities, they likely do not include the social aspects of emerging behaviors and expectations of this Web-empowered consumer.
Personas 2.0 represent the social Web-empowered consumer. They consider consumers' individual goals as well as their role within open brand stewardship. These evolved personas aid in understanding the relationship between the consumer, community and brand-the love triangle.
Personas 2.0 must include the implications of the ever-changing digital landscape and the role of the digital channel within the consumer's world-her ability to be a producer, an author and a change agent, as well as a customer. Consumers do not draw a discerning distinction between activities-shopping, entertainment, research, networking. The social Web-empowered consumer expects portability and a seamless experience-allowing her to pause and play across a variety of activities in any channel.
Personas 2.0 provide insight into how your personas interact, either one-to-one or within a network.
How Do I Create a Persona?
An organization should begin by defining how it wants to use personas. It's important to engage business stakeholders across the organization (marketing, merchandising, IT, operations) at this stage, as well as throughout the persona development process. Next, gather all your customer research and data (CRM, sales data, Web analytics, etc.). Now, it's time to perform an analysis to determine what, if any, additional information is needed. It's important to capture answers to these questions: