A very short business plan, on how you can create your personal branding strategy. How to differentiate yourself on the job market? Which are the benefits and costs? This will guide you towards the development of your personal brand by leveraging a unique value proposition, to build TRUST, REPUTATION & AWARENESS about yourself.

1. Adriano Destro
Challenges & Opportunities in the Media Industry
Prof. Guillermo de Haro
19/June/2016
Master in Management I DB2
Personal Branding Strategy
1

2. “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

3. WHAT
#PERSONALBRANDING
TO BUILD

4. WHY?
SHORT TERM LONG TERM
BENEFIT
Provides clear focus for personal
development & for a T-shaped
professional figure
Positions you uniquely in the job
search, helping building a strong
portfolio background that precedes
you
Generates interest, open doors,
providing the value you are able to
consistently deliver when
committed
It is conducive to a progressive
mindset, always seeking to enhance
myself and be dynamic
Develop an asset to leverage
upon, 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, providing
experience of thought
Help, consult, professional &
individuals increasing their self-
awareness & developing their own
personal brand strategy
Be
Different
#PERSONALBRANDING

5. #PERSONALBRANDING
HOW
Pursuing a CONTENT STRATEGY: CONTENT MARKETING + CONTENT PLANNING
Planning and creation of a scalable and repeatable content with a built-in audience (the community) that
is share-worthy and link-worthy
Identifying what makes me different (broad aspect of a T-shaped professional) and marketing unique
characteristics to my vertical audience (deep knowledge of the T)
TESTLEARN IMPROVE
Personas Content Audit Goal & KPIs Planning & Delivery Optimisation
User profiling: Defining
the persona and target
audience
Analytics: Google
Analytics
Editorial Calendar:
Publishing schedule that
helps you maintain a
consistent
presence; Visualize your
marketing strategy;
Building traffic easier;
Helps defining vision
SEO & Social Meta
Activities measurement &
Tools effectiveness
Community
responsiveness
Position & Communication
Innovation
Success Factors: Design
for objectives, Social
Sharing Leverage, Guest
blogging, Publishing
frequency and Frontman
Strategy
KPIs: Overall blog visits,
Traffic source breakdown,
Blog Homepage Visits, Top
Viewed Posts, Average
Inbound Links per Post,
Social shares per post,
Active RSS subscribers,
Lead generation source,
Conversion Rate
Data Insights: Page level
results, 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 & UX
Mapping

6. 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/year
2. 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 targeted
professional audience,
head hunters/hr manager
& build a quality network
- Reach a targeted young
audience, become a
reference for their
academic & professional
choices & redirect them to
my blog
User Retention
- Professional Social
Network
- Good for SEO (preferred
choice 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 publishing
industry)
- Free
Build an automate e-mail
mktg strategy
- Brand Awareness
Campaing
TESTING THE PLATFORM
(not recurrent, too
expensive at this stage)
- Free
No Ads campaign
(at this stage)
- Free
No Ads campaign
(at this stage)
- Showcase my knowledge,
develop my own signature
writing style, establish my
opinion
- Showcase my design
skills, provide infographics,
visual "lists" and build a
visual 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. LinkedIn
4. Google +
5. Youtube
5. Twitter

7. REVENUE MODEL
Short Term Long Term
Time,consistency,perseverance&then...
MONETISATION
#1 Self-published
Kindle Book
#1 Employment
- Yes! First short-term
goal to monetise
#2 Influencer/Affiliate Mktg
Brand Ambassadorship
- i.e. "Client: IE Business School
- Product placement
#2 Blog AdSense
Campaign
- Keywords research
(higher CPC + optimization
techniques
#3 Creation of digital
products
- Topic-related
downloadable informative
.pdf + audio
#3 Coaching programs
individuals/groups
- Orientation programs
for high-school students
- Personal branding
strategy for young
graduates
#PERSONALBRANDING

8. RISKS & BACK-UP PLAN
RISK BACK-UP PLAN
1. CONTENT CREATION
- Inefficient Time
Allocation among
different piece of
content
- Content Scarcity
2. CONTENT
DISTRIBUTION
- 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 Channel
curation
- 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 more
interesting products
#PERSONALBRANDING

9. WHAT IS THE PURPOSE?
LEAVE SOMETHING ABLE
TO GUIDE OTHERS.
MEMORY IS THE UNIQUE
FORM OF IMMORTALITY
ADRIANO DESTRO