personal branding - strategy & monetisation
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Adriano Destro
Challenges & Opportunities in the Media Industry Prof. Guillermo de Haro
19/June/2016
Master in Management I DB2
Personal Branding Strategy
1
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be
in business today, our most important job is to be head marketer for the brand called You.”
- Tom Peters Fast Company Magazine
1997
2
WHAT
#PERSONALBRANDING
TO BUILD
WHY?
SHORT TERM LONG TERM
BENEFIT
Provides clear focus for personaldevelopment & for a T-shaped
professional figure
Positions you uniquely in the jobsearch, helping building a strong
portfolio background that precedesyou
Generates interest, open doors,providing the value you are able to
consistently deliver whencommitted
It is conducive to a progressivemindset, always seeking to enhance
myself and be dynamic
Develop an asset to leverageupon, while continuously molding
and shaping it
Build authentic leadership &demonstrate executive presence
Become a great role model,mentor and/or voice that others
can depend upon, providingexperience of thought
Help, consult, professional &individuals increasing their self-
awareness & developing their ownpersonal brand strategy
Be Different
#PERSONALBRANDING
#PERSONALBRANDING
HOW
Pursuing a CONTENT STRATEGY: CONTENT MARKETING + CONTENT PLANNINGPlanning and creation of a scalable and repeatable content with a built-in audience (the community) thatis share-worthy and link-worthy
Identifying what makes me different (broad aspect of a T-shaped professional) and marketing uniquecharacteristics to my vertical audience (deep knowledge of the T)
TESTLEARN IMPROVE
Personas Content Audit Goal & KPIs Planning & Delivery Optimisation
User profiling: Definingthe persona and target
audience
Analytics: GoogleAnalytics
Editorial Calendar:Publishing schedule that
helps you maintain aconsistent
presence; Visualize yourmarketing strategy;
Building traffic easier;Helps defining vision
SEO & Social Meta
Activities measurement &Tools effectiveness
Communityresponsiveness
Position & CommunicationInnovation
Success Factors: Designfor objectives, Social
Sharing Leverage, Guestblogging, Publishing
frequency and FrontmanStrategy
KPIs: Overall blog visits,Traffic source breakdown,Blog Homepage Visits, Top
Viewed Posts, AverageInbound Links per Post,Social shares per post,Active RSS subscribers,Lead generation source,
Conversion Rate
Data Insights: Page levelresults, SEO results
Off + On site:effectiveness of content
marketing efforts Blogger Outreaching
& Guest Blogging
Social Sharing, Promotion& Advertising
ROI
Inventory: Navigation title,page title, content
relationship
Qualitative& Quantitative
Research
Keywords & UXMapping
HOW
#PERSONALBRANDING
CONTENT
CREATION
CONTENT
DISTRIBUTION
CHANNEL PURPOSE COST CHANNEL PURPOSE COST
TIER 1 TIER 2
1. about.me - Free- Time: 30/1 hr.
- Free- Time: 1 post/month
- Free- Time: 4 vid/month
- Free- Time: 1 ss/month
1. WordPress.org+ BlueHost + Domain Name
$47.4/year2. Time: On-going process
(weekly base)
- First "Call-to-action"place to engage users &redirect them to other
channels- Share your vision with
prospect connection
- Reach a targetedprofessional audience,
head hunters/hr manager& build a quality network
- Reach a targeted youngaudience, become areference for their
academic & professionalchoices & redirect them to
my blog
User Retention
- Professional SocialNetwork
- Good for SEO (preferredchoice by Google Search)
- Small blog extract - #Branding
- Follow daily trends
- 1 Ads Campaing/ 6 mos(High CPC $2
Low CTR 0.010% )
CPM strategy$1.71 x 1000 impressions
(average publishingindustry)
- FreeBuild an automate e-mail
mktg strategy
- Brand AwarenessCampaing
TESTING THE PLATFORM(not recurrent, too
expensive at this stage)
- FreeNo Ads campaign
(at this stage)
- FreeNo Ads campaign
(at this stage)
- Showcase my knowledge,develop my own signaturewriting style, establish my
opinion
- Showcase my designskills, provide infographics,
visual "lists" and build avisual portfolio
- Win over standardisation- Native content drive click-
throughs (profile/blog)-Leverage on SlideShare &
own blog
- Educate, coach- Showcase my
communication skills
1. LinkedIn
2. Blog 2. Facebook
3. Slideshare 3. E-mail
4. LinkedIn4. Google +
5. Youtube5. Twitter
REVENUE MODEL
Short Term Long Term
Time, consistency, perseverance & then...
MONETISATION
#1 Self-publishedKindle Book
#1 Employment - Yes! First short-term
goal to monetise
#2 Influencer/Affiliate MktgBrand Ambassadorship
- i.e. "Client: IE Business School- Product placement
#2 Blog AdSenseCampaign
- Keywords research(higher CPC + optimization
techniques
#3 Creation of digitalproducts
- Topic-relateddownloadable informative
.pdf + audio
#3 Coaching programsindividuals/groups
- Orientation programsfor high-school students
- Personal brandingstrategy for young
graduates
#PERSONALBRANDING
RISKS & BACK-UP PLAN
RISK BACK-UP PLAN
1. CONTENT CREATION- Inefficient TimeAllocation amongdifferent piece of
content- Content Scarcity
2. CONTENTDISTRIBUTION
- Ads campaign failure- Stagnant engagement
growth- Low CTRs & retention
3. MONETISATION- Adsense campaign
failure- Low Conversion for
digital products
1. PRIORITIZE- Community First: Blog
& Youtube Channelcuration
- Premium Content:Blog Recycling &
Bundling
2. ADAPTATION &RETARGETING
- Social Media re-evaluation, persona
re-design
3. DO IT BETTER!- More relevant ads - Assess niche needs
& produce moreinteresting products
#PERSONALBRANDING
WHAT IS THE PURPOSE?LEAVE SOMETHING ABLE
TO GUIDE OTHERS.
MEMORY IS THE UNIQUEFORM OF IMMORTALITY
ADRIANO DESTRO
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