MY STORY

Working experience (1990-2013) 23 yrs

• Gas Natural - Marketing / 6 years
• World online - mkg. Director / 1 year
• eDreams (Odigeo) - Marketing and B. Dev. /10 years
• Viajes Iberia - Mkg. and Mg. Director online/ 3 years
• Travelzoo - Managing Director FR and ES / 3 years

And in 2014

Independence Year

• Shakeup
• Club del Afeitado
• Executive Coaching
• iOpener Institute
• Constant brainstorming...

INSIGHTS: FOCUS ON WHAT YOU REALLY WANT!

• If you don't choose, others will do it for you
• Whatever you decide to do, like it!
• Because that experience will follow you!
• Take good care of your network and reputation
• If you don't like something, change it! Now!

So, do the homework now!

• What do I really want? Money? Recognition? time?
• If I get there, what impact will it have on my life?
• What do I really like from work? Know your values
• What I don't like from work?
• Why I am here right now?

PLAN YOUR WORKING LIFE:

• Do your own SWOT
• Set up objectives (each area of your life)
• Define an action plan and...
• Start
• Don't forget the follow up... :-)

And then enjoy the path

YOU CAN CHANGE THE STRATEGY

• Try new jobs
• You will learn from mistakes
• But don't loose your objectives!

Let's get serious

SEM, SEO, affiliation, facebook, twitter, instagram, google+, email marketing, solomo, funnels, retargeting, pop-ups...
Do you know all these terms? You should. But this is not enough!

REAL...

1. Your boss calls you one day very excited. What is it? We have to be in facebook, twitter, instagram... Why? Because our main competitor is....

2. You call your boss, and you tell him that you have to start pushing the brand through facebook. Why he/she asks? Because everybody is there. We need to be there....

WHAT IS MISSING?

STRATEGY GOES FIRST

QUESTIONS TO ASK?

• Why do we want to do this? Sales, branding?
• What will I get? Does it match?
• How much do I have to invest? Time, money
• How will I measure my success? KPI's
• How will I launch it? And test it? A/b

STRATEGY

• Aligned with company strategy and people
• Have a clear and defined action plan
• "Smart" goals
• Clear KPI's
• Clear options to be able to pivot

IT'S NEVER EASY

AND ONCE YOU LAUNCH THE PLAN?

ONLINE STRATEGY REQUIRES:

• Detail, detail, detail (sem, seo,....)
• Complete overvue of funnel
• Control of all the process
• A/B testing
• Right KPI's (visits, conversions per channel...)

AND PRACTICE

SO YOU?

WORLD CHANGES FAST THAN EVER...

NEVER STOP LEARNING

• Always challenge yourself
• Keep on improving your knowledge
• Look for the big picture. Do not focus on day to day
• Ask yourself: I am adding value to my company?

AND THEN

BE WATER

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JCARULLA@SHAKEUP.ES