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