Marketing Manager

1. Branding Strategy ​5/5

2. Storytelling ​5/5
3. Content Writing ​3/5
4. Social Media ​5/5
5. Growth Hacking ​3/5
6. Advertising ​3/5
7. PR ​4/5
8. Community Management ​5/5
9. Content Marketing ​5/5
10. SEO ​3/5
11. Viral Marketing ​4/5
12. Email Campaigns ​3/5
13. Influencer Marketing ​5/5
14. Guerilla Marketing ​4/5
15. ICO Marketing ​3/5
16. Design ​3/5
17. Public Speaking ​5/5
18. Blockchain Ecosystem ​3/5
19. Computer Software​ ​⅖

& Questions

Not qualified - 1/5

Some familiarity - 2/5
Indirect experience - 3/5
Moderate experience - 4/5
Expert - 5/5
1. Branding Strategy ​5/5

❏ Who are we? What are our core values? What do we stand for? What do we believe
in? (identity creation)
❏ How do we want our audience to feel? What do we want them to think?
❏ Identity​: Creation → Commitment → Marketing → Consistency → Established
❏ We build a story around who we are and how people perceive us and then we commit
to maintaining that identity at every interaction with our community
❏ Built my own brand as "Mr. Pink" to over 20k followers (Brand message → “Anyone
can overcome anything” → fun & inspirational identity)

2. Storytelling​ ​5/5

❏ Over 1.000 sales presentations with intense storytelling involved

❏ Story creation for over 500 Social Media posts
❏ Every form of marketing is done through storytelling
❏ Creating relatable stories to move the audience’s emotions in the desired direction
❏ Best marketers in history have always been the best storytellers

3. Content writing ​3/5

❏ Creating content for personal brand (over 500 posts in total)

❏ Entertaining, inspirational, engaging, relatable
❏ High understanding of human behaviour ​→ c​ ontent created is effective at moving
reader’s emotions

4. Social Media ​5/5

❏ Youtube, Instagram, Facebook, Twitter, Medium, Reddit, Bitcointalk, LinkedIn,

Telegram ​→ m ​ anaging and content production
❏ Different strategy for each platform (see ​nCent Marketing Plan​)
❏ 3+ years of experience → built my own brand across different channels → Instagram
engagement → 18.000 followers

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5. Growth Hacking​ ​3/5

❏ Partner at iBoostonline.com (Twitter & Instagram growth hacking)

❏ Organic account growth → min. 500 followers / month
❏ Instagram​ 18k followers - ​English TEDx Talk ​13k views - ​French TEDx Talk​ 10k views

6. Advertising ​3/5

❏ Facebook Ads, Instagram Ads, Reddit Ads, Google Adwords (Eduardo)

❏ Video, image and text optimization for best results (split-testing)
❏ Ran targeted ads campaigns for e-commerce stores on various platforms (Eduardo)

7. PR ​4/5

❏ High communication and networking skills ​→​ handling media relationships

❏ Ran a committee of 8 individuals ​→​ event organization up to 1.000 people
❏ Experienced at press handling ​→ ​been on television and interviewed several times
❏ Connection to large media agencies ​& ​blockchain companies

8. Community Management ​5/5

❏ Telegram monitoring (Slack & Discord possible)

❏ Pinned, rotation posts, stickers, FAQ, challenges
❏ Understanding, informative, extra mile attitude
❏ Official nCent Admin and Telegram Moderator
❏ nCent chat grew from 1k to 20k
❏ See Telegram section in ​nCent Marketing Plan

9. Content Marketing​ ​5/5

❏ Long-term focus ​→ ​what comes around goes around

❏ Who is our ideal customer? What are their needs? How can we add the most value?
❏ Prove we care ​→ ​jab, jab, jab, right hook
❏ Building relationship ​→ ​adding value ​→ r​ elevant high quality content ​→ ​audience
turns to evangelists ​→​ naturally share it
❏ Video Content Marketing, Livestream Content Marketing, Social Media Content
Marketing, e-book Content Marketing

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10. SEO​ ​3/5

❏ On-page SEO optimization

❏ Backlink and social signal generation
❏ Keyword research & optimization → long-tail focus
❏ Blogger outreach & guest posts (content syndication)
❏ Siloing
❏ Meta description & title tag optimization

11. Viral Marketing​ ​4/5

❏ Similar to Guerrilla Marketing

❏ Pass along based posts ​→ e ​ .g. nominees ALS Ice Bucket Challenge
❏ Incentive based ​→ l​ ogoCent ​→​ over 100 designs submitted
❏ Creating messages, videos, images that are "sticky" and sharing them with individuals
that have high social networking potential
❏ Personal brand ​→ H ​ igh engagement
❏ IG posts averaged 2.500 likes & 30-40 comments
❏ Facebook posts averaged 300 likes with 30-40 comments
❏ Facebook lives averaged 2.000 views
❏ Feel free to scroll through my ​Facebook & Instagram posts

12. Email Campaigns​ ​3/5

❏ MailChimp & SendPulse ​→ ​campaign management and analysis ​→​ A/B testing
❏ Newsletter campaigns
❏ Copywriting and design (user-friendliness)

13. Influencer Marketing ​5/5

❏ Establishing relationships with different influencers

❏ Providing value and cultivating the relationship with a long-term focus in mind ​→
nCent was featured on ​CoinBloq​ through this method
❏ Influencer Marketing ​→​ Mr. Pink → Promotion of different companies and products
❏ Instagram, Twitter, Youtube → different influencers for different objectives

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14. Guerilla Marketing ​4/5

❏ Entertaining, innovative, unconventional, shocking

❏ Offline branding → t-shirts, cars, stickers, posters, toys, general merchandise
❏ Offline stunts → filming → optimization → posting online → going viral
❏ Online branding → vlogs, pictures, general videos, email signatures
❏ Online challenges → ice-bucket, harlem shake, #nomakeupselfie, mannequin
challenge

Examples:

❏ Successfully ran online challenges for nCent → ​logoCent​ ​& ​wordCent

❏ Organized two large​ ​Eye Contact Experiments​ to raise awareness for human
connection
❏ Pink Suit stunt​ on National Television
❏ Attention grabbing Social Media posts

15. ICO Marketing ​3/5

❏ Pre-ico marketing for nCent

❏ Experience accumulation → participated in 15 ICOs → knowledge acquired
❏ Able to secure listings on different ICO websites (icodrops, icobench, trackico, icoalert,
cowatchlist, icohotlist, icorating, icobazaar, coinschedule)

16. Design ​3/5

❏ High level aesthetics & user-friendliness (websites, Social Media, general content,
offline, copyright)
❏ Basic understanding of tools → Social Media, flyers, posters, presentations, etc. (eg.
Gimp, Adobe Spark)

17. Public Speaking​ ​5/5

❏ Over 50 speeches → large audiences & two official TEDx Talks

❏ Privately coached by excellent speakers
❏ Over 1.000 sales presentations done → meetings, phone calls, small crowds
❏ An effective speaker is one who decides how he wants his audience to feel and finds
the right story to move his crowd

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18. Blockchain Ecosystem ​3/5

❏ Understanding of how it works and the benefits

❏ Understanding of the basic technical terms and mechanisms → consensus, protocols,
layers etc.
❏ Understanding of more in depth tools used → sharding, ZFT, off-chain, plasma etc.
❏ Understanding of the overall ecosystem → investors, influencers, VCs, companies etc.
❏ Experience in large Over The Counter Bitcoin deals
❏ Basic Solidity coding (assistant → Eduardo)

19. Computer Software ​2/5

❏ Basic understanding → Github, sandboxes, APIs, development, coding, etc.

❏ HTML, CSS for website, Python, Java, Matlab (assistant → Eduardo)

Say, if you find another startup that is building exactly what we are building —
how will you adapt your strategy? Describe your specific marketing plans

❏ Total clarity of our identity ​→ Who are we? → What is our value proposition?
❏ Study our strengths & weakness
❏ Study their strengths & weaknesses
❏ Pro-activity ​→ Inform our community about competition → showcasing advantages
and disadvantages
❏ Market our value proposition and strengths !
❏ Market our value proposition and strengths !!
❏ Market our value proposition and strengths !!!
❏ Growth hacking → target their audience

Our Telegram community currently has 3.5K+ members. What would be the
most important strategies if we were to grow it to 35K? (Assume budget
constraints and a 3-month timeframe).

❏ ICO Websites ​→ 10-20 listings → The vast majority of Telegram traffic comes from
there
❏ Twitter → 3-7 posts per day → Telegram funneling → growth hacking
❏ Website optimization
❏ Newsletter optimization

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❏ Telegram optimization
❏ Influencer Marketing → Relationship or paying
❏ Establish and launch all Social Media platforms with a funnel leading to Telegram
❏ Telegram bounty programs depending on budget

Suppose your above strategy fails, and the community is still at 3.5K members,
and we are two weeks away from a big launch (but we do not have enough
users who will try out the software). What strategies would you use to maximize
short-term growth?

❏ ICO Websites → top 3-5 listings

❏ Influencer Marketing → top 3 YouTube reviewers → Relationship or paying
❏ Guerilla Marketing → Create offline stunt → Convert into online ​#challenge​ → Viral
Marketing → Pass-along based

A well-known influencer writes a negative article about us, and our followers are
in FUD: what steps will you take to manage this situation?

❏ Inform the community in advance and calm everyone down

❏ Discuss with the rest of the Executive Team
❏ Release an official statement ​→ acknowledge his points and answer them respectfully
❏ Thank the influencer for the free publicity

Say, six months down the line, we decide to change the product direction
drastically — what strategies would you employ to reposition the brand identity
and maintain the support of our followers?

❏ Fortunately brand identity is irrelevant to the product

❏ Clarify that brand identity has stayed the same → who we are → values → feeling we
give to our users
❏ If mission the same → announcement → vehicle to get there has changed
❏ If mission changed → announcement → showcase new mission → showcase new
vehicle → market consistently new value proposition → increase marketing budget →
increase Paid Marketing → Shift to new mission asap

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 Quality of a community matters as much as quantity (if not more). How would
you measure quality of the community we build? What are the ideal KPIs? How
would you achieve them?

❏ Telegram ​→ ERR % → avg. post reach / subscribers * 100

❏ Daily subscriber increase & daily post reach
❏ Ideal ERR → 20% and over
❏ Achieved through execution of our marketing plan

How does a quality community look like to you?

❏ Tribe, raving fans, evangelists

❏ Engaged and interacting with each other → admin is in the shadows
❏ No need of paid marketing → community is referring us to their network naturally
❏ Higher in quantity (subscribers) and quality (engagement) → cannot predict the exact
measures for obvious reasons
❏ Large offline global community → meet-ups

What startups/projects do you think do marketing really well in the space? Why
do you like them? What are they doing?

❏ iMusify
❏ NOIA Network
❏ Workchain
❏ DxChain
❏ Great design and aesthetics
❏ Pictures, videos, good copyright, great community handling, online challenges and
more (many lessons have already been incorporated in my strategy)

What personal/professional connections would you leverage to succeed in this

role?

❏ VCs
❏ Executive connections in other blockchain companies
❏ Large personal following
❏ Media agencies
❏ Corporate field ​→ Luxembourg

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 Vision:

To bring blockchain technology to the masses by using my communication skills to

promote the right company and product.

Business plan?

30 days

❏ Assessing current numbers

❏ Set the direction moving forward
❏ Marketing plan execution ​→ establishing all Social Medias
❏ Telegram optimization & moderation
❏ Content Marketing (all Social Medias)
❏ SEO optimization

60 days

❏ Continuation of above
❏ Email campaign → newsletter
❏ Guerilla & viral marketing
❏ Public Speaking & PR → offline awareness

90 days

❏ Continuation of above
❏ Influencer Marketing
❏ Growth Hacking
❏ Paid advertising