how to kick ass online - part 1 digital leadership & strategy & online content - doyle...
TRANSCRIPT
The Digital Leadership Manifesto
“There has never been a better time to own your future online with your business. The success of you and your business is ONLY about building your knowledge base, using the tools that you have, and being smart about what you do and how you do it.
Stop wasting time, money and resources on solutions that don’t provide a clear vision, a clear strategy, and more importantly, a key way to implement what you have learned.
Stop the self-perpetuation of the things that are wrong with the online world. Refuse to be segregated or preached to.
Become the Master of your Digital Domain. Now is the time to become the digital leader, the authority in your niche.”
Build your Online Empire#ownonline
How To Crush Your ATM Online
Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler08
Hello, I’m Doyle Buehler
•Entrepreneur: Multiple Businesses in Online ecommerce & Digital Media
•Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
•Author: The Book on Digital Leadership for businesses – The Digital
Delusion.
#ownonline
Online Ain’t What It Used To Be
No Silver Bullets
I’m Giving Away A Paperback Copy of My Book on Digital Leadership…
“The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
Tweet @doylebuehler #ownonline
What Am I Here To Talk About?
• Help you understand the babble of Online
• Help you find the focus
• Help you action what you need to do
• Help you implement
What You Will Find Out Today• What may be holding you back
• What you can do differently
• How to build a blueprint for a strong digital ecosystem
• Webinar 1: Rocking Your Digital Ecosystem
• Webinar 2: Squeezing Social Media Through Your Brand Story
• Webinar 3: Integrating and Escalating Your Kick-ass Online Platform
What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
Ready to Get Started?
#ownonline
How I spent $250,000+ on a website
#ownonline
What Happens When Nobody Likes You?
The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST
Online Is Not Easy
#ownonline
Do You Have A Digital Blueprint?
#ownonlineI’d Click That.
#ownonline
So, What ABOUT Digital Leadership?
Are You Ready to #ownonline
Wake UP! Your Audience Awaits!
It’s Not Just About The “Like”,
the “cool” Website, the social profile;
It’s MORE About the CONVERSATION
#ownonline
What’s The REAL Story of Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think LeadershipThink Authority
#ownonline
It’s About Your Online PurposeNOT JUST YOUR PROFILE
• To Deliver TRUE value to your audience
• To Create your “selling value”
• To move them into your OWN digital ecosystem to continue the conversation
• To show your leadership, your authority#ownonline
INFLUENCE To ACTION
• Move your “audience” to your own lists and own pages.
• Not about “engagement”
• About INFLUENCE
• WIIFM?
THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital ecosystem to continue the conversation.
#ownonline
“Just because they are not actively shopping, doesn’t mean they will never
buy from you!”
Definition of a Leads/Sales Funnel
Effective Digital Leadership is about being able to move people into your own conversion/sales/lead funnels…
NOT just about a single transactional sale
Too Much Like Work?
Are YOU Ready To Build Your Digital Leadership?
Authority & Awareness
Brand credibility & RelevanceDoes your audience know you exist?
Influence & Inspiration
Brand “active” audienceAbout “you”!
Knowledge & Expertise
Expertise in your industry/nicheCombining all the elements of digital media
This Is Digital Leadership
How To Articulate & Organise Your Value To Your Audience
“What’s In It For Me?”
WHAT VALUE Is Your Audience Going to Receive?
What VALUE Are You Going To Deliver?
7 Simple Steps
1. Create an overriding strategy2. Develop a clear content plan and roadmap3. Utilise specific social media tools and sharing to grow your community4. Create stunning and cohesive branding through videos and visuals5. Align your website to create congruency with all your channels and your assets6. Implement an automated sales funnel that accounts for all stages of your customer’s
buying process7. Implement promotion & advertising to grow your audience beyond word of mouth;
utilise analytics to maximise your sales funnel
Free your mind Build your customer desire
Engage your audience passion online
What IS Your Digital Blueprint?
• Your DIGITAL Strategy – The WHY?• What are you “about”?• What is your value (WIIFM)?• How does digital “fit” across your online ecosystem?
• Your Content Strategy – WHAT?• Your Stories• Your Value• Conveying your value & stories• Your Customer Personas
The Digital Reality
• Most businesses do not have a digital strategy.
• Most businesses do not use a digital strategy.
• Most businesses do not know how to create a digital strategy.
• A strategy is relatively easy to decide upon and put into place.
“Having a simple strategy, and utilising it, will put you ahead of most businesses, including your competitors”
Strategy Questions
• What are we “about”? __________________
• What do we do best? ___________________
• What makes it work? ___________________
• What VALUE are you going to Deliver – Today? “Tomorrow”? Next Year? ________________
Email [email protected]
Next Steps
• “Distill” Your core concepts from answers
• Create your three core “themes” or Domains of
– Your brand value
– Your community value
– Your product & content value
Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”
Implementing Your Strategy
• People
– Understand your audience
– WIIFM
• Objectives
– What are you trying to achieve?
– Why? Create relevance to your audience
• Value
– What value are you ‘exchanging’
– What themes are you using to deliver your value?
– Deliver your value through your content
What Tools Do You Need To Build Your Digital Ecosystem?
• Digital is (just) a tool
• Digital leadership is your brand strategy
• It’s what you do with your tools that is more important
• Align your content with your strategy as “themes” to discuss and share
What To Do Next?
• Go to the resources page and download:
– The full 18-point Strategy Questionnaire
– The Presentation – “How To Create A Strategic Architecture”
• Answer the questions! Understand your Value!
– Create themes or “domains” to deliver Your VALUE through YOUR CONTENT
Webinar Resources
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT
https://www.facebook.com/groups/onlineinnercircle
HOT Seat• Where is your
brand with your specific digital strategy?
• Why?
• What is happening?
Email [email protected]
What Are YOU Going To “TALK” About?
WHO Are You Talking to?
What is Content?
• Not just a “blog”
– Ebooks, checklists, webinars, videos, web text, images, infographics, stories, books, course, training…
• Educating Your Audience
• Creating awareness of ‘you’ (Profile)
• Informing about their “environment”
• Focused on YOUR keywords
Your CONTENT Drives Your Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
• Where is your Digital Leadership? Your Strategy?
What About Keywords?
• Yes, research!
– https://www.google.com.au/trends/
– https://adwords.google.com/KeywordPlanner
– http://www.semrush.com/
More so, they distill out as PART of your VALUE statements, Your digital strategy, and your specific
content!
How To Identify YOUR Target Persona
Start by describing the ideal customer who might benefit most from the content you create:
• WHO is the persona?
• WHAT traits characterize her?
• WHAT roles does she play?
• WHAT does her typical day look like?
• WHERE is there a gap in her needs/wants (beyond our products/services)?
• WHEN does she need to close this gap (i.e., where is she in the purchase funnel)?
• WHY would she care about us, as a company (aside from our product)?
Identify Your Persona
TARGET PERSONA: ________________________________________
Job title/Role: ____________________________________________
Typical challenge: _________________________________________
Needs Gap: ______________________________________________
Funnel position: __________________________________________
What she cares about: _____________________________________
Place your persona’s picture here and give her a name, to help your content team keep her top-of-mind.
What you need to do/tell
• Profile growth?
• Business growth?
• “Package” your content
– Webinars
– Signature series
– Discovery Journeys
How to Grow you Audience With Content?• Reciprocity – SHARE LIKE COMMENT
– As ‘your’ business & personal profile
• Interest Followers & Leaders – Key People of Influence in Your Industry• Add YOUR content to the mix
– Value from your strategy?– WIIFM?
• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day
How To Launch Your Content Development Program
• Step 1 – Define Your Persona
• Step 2 – Identify Your Channels – Where IS your audience?
• Step 3 – Define your Story, Your Goals – The Why, The Value
• Step 4 – Develop Your Content Types
• Step 5 – Create Your Schedule. STICK with it!
• Step 6 – Create Your Content Matrix - Distribute & Dominate
• Step 7 – Repurpose, Re-use
How TO EXPLODE Your Content(Webinar Example)
1. Run your Webinar2. Record screencast video as a prerecorded webinar (Camtasia)3. Use the recorded video as part of your training program4. Record (or separate) audio and post as a podcast/audio file on
soundcloud.com or itunes5. Use your presentation and post to Slideshare.com6. Write a blog post and embed the video, audio and slideshare presentation
onto your website7. Use the individual slide images as branded images on your visual social
channels – instagram, Facebook, Twitter
#8 SHARE! SHARE! SHARE!
What To Do Next?
• Go to the resources page and download:– The Multi-Question Content Questionnaire
– The Persona Discovery Questionnaire
– Content Idea Creator (KPI Version)
• Create Your Content Plan– Tie in your strategy themes
– How many times do you post?
– Special events?
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT
Webinar Resources
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT
https://www.facebook.com/groups/onlineinnercircle
HOT Seat
• How are you developing your content?
• Do you have a schedule?
• Have you defined your channels?
• Do you have a persona?
Email [email protected]
You Too Can Be ONE! Only $49.95
The End of The Story?
It’s more about the conversation, the community, as well as the connections that you make
The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience.
What’s Coming For The Next Webinar?
Trust The Process
#ownonline
• Start to Establish Your Online Platform with the 7 Frames of Digital Leadership (FRAME 1 & 2).
• Grow Your COMPLETE Digital Platform – Augment it! Feed it!
• Be accountable to your business –Continue to Learn!
• Now is the time to overcome the problems and difficulties that are slowing you down.
What Do I Need To Do NEXT?
A Few Last Words• Consistently deliver your value across your entire
digital ecosystem• DON’T HARD SELL – INFLUENCE TO ACTION• Build AUTHORITY through LEADERSHIP• Your industry influencers? WHO are they?• Your Schedule? WHAT is it?• Your Value & Your Content? HOW do you deliver it?• Your strategy? What is it?• Your ROI? WHERE is the Money? Move your fans to
your own lists and own pages.• EXPERIMENT & GET ACTIVE• LIKE & Share others
– It’s not ALL about you!
Where to go for more help?
#ownonline
• Let’s connect on Twitter, Linkedin, Facebook –Just search ‘Doyle Buehler’ @doylebuehler
• Need any Tips? Please email me with ANY questions [email protected]
• Call me 0413106880
Slide Deck on Slideshare.net bit.ly/doylebuehler07
Where to go for more help?
#ownonline
• Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircle
• Take a look at the resources section for this webinar:
http://thedigitaldelusion.com/kpi-webinar/
The Digital Leadership Manifesto“There has never been a better time to own your future online with your business. The
success of you and your business is ONLY about building your knowledge base, using the tools that you have, and being smart about what you do and how you do it.
Stop wasting time, money and resources on solutions that don’t provide a clear vision, a clear strategy, and more importantly, a key way to implement what you have learned.
Stop the self-perpetuation of the things that are wrong with the online world. Refuse to be segregated or preached to.
Become the Master of your Digital Domain. Now is the time to become the digital leader, the authority in your niche.”
Build your Online Empire#ownonline
