How Floribel Merced Developed a Solid Reputation on the Web as Digital Content Creator. Caso de estudio sobre cómo Floribel Merced desarrolló su reputación profesional como Creadora de Contenidos Digitales.

1. by Wanda J. Barreto
October 29, 2014
www.wandajbarreto.com
Case Study: How Floribel Merced Developed a Solid
Reputation on the Web as Digital Content Creator

2. The Customer
Floribel Merced creates
digital content on natural
medicine to help Hispanic
practitioners of holistic and
alternative medicine in
North Dallas to connect with
their target audience.
She uses her passion for
natural health, digital and
visual communication.
Blogging, infography and
photography are her favorite
forms of information to
provide value.

3. The Challenge
Floribel was a bilingual
insurance marketer who
wanted to reach the Hispanic
practitioners of natural
medicine in North Dallas, TX
by developing her own
Hispanic brand as writer and
content creator.
• Her background was in
digital journalism and
education.
• She had presence on
different social media
networks, but none of
them offered a consistent
experience and message.
• She was not clear about
who she was, what made
her great, and what to
offer.

4. The Challenge
The content that Floribel posted on LinkedIn were related to the insurance
industry because in the past she had worked as an insurance broker.
On Twitter she posted messages about brand journalism because she is
doing her masters degree in digital journalism.

5. Facebook
The Challenge
Her Facebook timeline looked like a rainbow, like she once said, with different
topics and content.

6. The Challenge
Different Backgrounds
Different Context
She was visible on the Web, but not to the members of her target audience.

7. The Solution
STEP 1 - Administer a personal brand survey, developed by
behavioral psychologists and branding experts, to know how
others perceived Floribel.
A 360Reach survey enables you to get the true story about how
you are perceived by those around you. It gives you the insights
you need so you can build your business, practice or advance in
your career.

8. The Solution
STEP 2 - Her online identity was
also assessed.
STEP 3 - Once Floribel gained the
clarity of her reputation, she was
able to write a statement
describing her unique promise of
value
STEP 4 - Floribel created a
communication plan to
communicate her brand message
to those who need to now about
her.
STEP 5 - The most difficult part was
creating the social and visual
identity, and consistency across the
different social platforms because
Floribel had multiple online
identities, profile pictures, content
and messages.
Photography
Brand
Journalism
Visual Content
Marketing Content
Copywriting
Periodismo de
Marca

9. The Solution
STEP 6 - To adjust colors,
fonts, profile pictures,
backgrounds and other
branding elements to make
sure that everything about
and around Floribel was
sending the same clear and
consistent message.
Photography
Brand
Journalism
Visual Content
Marketing Content
Copywriting
Periodismo de
Marca

10. The Results…

11. I create digital content on natural medicine
to help Hispanic practitioners of holistic and alternative
medicine in North Dallas to
connect with their target audience
Digital Content Creator

12. The Results
Floribel worked really hard to
get a brand identity system and
a solid professional reputation
on the Web.
Now she describes on her
LinkedIn headline who she is,
and what makes her unique
and relevant for the Hispanic
practitioners of holistic and
alternative medicine in North
Dallas.
She also defined a vision,
knows her mission, values and
passions, established goals, is
aware of her strengths,
established a content strategy
to reach her target audience,
and just started a blog on
natural medicine for a doctor.

13. It took me a few months to
identify my skills, go through
the process of "cleaning" and
developing my reputation
on the web.
This is something that takes
time and a lot of direction.
But, today I feel confident
with what I want and where
I go.
Definitely, the Internet plays
an important role in our lives.
It is also important to
understand how social
networks work to ensure that
is working in our favor.

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Wanda J. Barreto
Helping Latinos to build effective
reputations online