Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leadership

@doylebuehlerDoyle Buehler

Digital Brand Leadership

Digital Strategy & Branding

• What we’ll cover• Developing a Strategy & Making It Work• Tools & Resources

• Admin Stuff• Please ask questions along the way• Please share @doylebuehler #digitalleadership• Slide deck on Slideshare

The Knowledge, The Process, The Tools

Hello, My Name is…

•Business Entrepreneur since 2002•MBA (2002, Leadership)•2 start-up businesses in the online ecommerce consumer market; fastest growing company in Canada; Canadian Innovation Award, multiple US patents.•Educator – teach Commerce, Business Planning & Entrepreneurship•Providing Coaching, Management & Consulting to businesses•Considerable time working on the “inside” of Marketing Agencies, along with major Fortune 500 clients, putting the pieces together.

Doyle Buehler

)1 300 681 911 * doyle@TheDigitalDelusion.com ü www.TheDigitalDelusion.com

How I spent $250,000 on a website

Deadly Digital

)1 300 681 911 * doyle@TheDigitalDelusion.com ü www.TheDigitalDelusion.com

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

3 Simple Steps

1. The Knowledge2. The Process3. The Tools

The Knowledge

What Are Your Goals Of This Workshop?

1 _______________________2 _______________________3 _______________________

What Questions Do You Need To Answer?

1 _______________________2 _______________________3 _______________________

What Are Your Online Challenges/Problems?

1 _______________________2 _______________________3 _______________________

What Is Digital Leadership?

• Authority– Brand credibility

• Influence– Brand “active” audience

• Knowledge– Expertise in your industry/niche– Combining all the elements of digital media

Stages of Digital Leadership

1. Start-up2. Awareness3. Understanding4. Leverage5. Maximise

Where Are You & Your Brand?

What do you need to know to develop your digital leadership?

• Industry elements• Who’s “looking” for what you are selling?• Strategy• Content

Are you able to use all of them effectively,

simultaneously?

What Elements are You Using In

Your Business?

Are You Missing 67% of Your Market?

• The people that are perfect, ideal clients for you can be broken down into the following percentages:

• 3% - ACTIVELY SHOPPING• 7% - OPEN TO YOU• 30% - AWARE FOR FUTURE• 30% - UNCONSCIOUS• 30% - NO

• Strategy – 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

What Are YOU Going To “TALK” About?

What Do You DO with Your Audience?

Your CONTENT Drives Your Audience

• Share!• What is YOUR Original Content?– Not all sales– Your Business Value– WIIFM? “What’s In It For Me”

• Timing & Schedule– Do you have one?

HOT Seat #1

• Where is your brand on the digital leadership scale?

• Why?• What is

happening?• How can you make

it to the next stage?

The Process

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

Your Digital Blueprint

1. Digital Discovery2. Content, Communication3. Community, Social &

Sharing4. Visual Branding & Videos5. Website alignment6. Sales/lead funnels7. Promotion, Advertising,

Analytics

Strategy Questions

• What are we “about”?• What do we do best?• What makes it work?

The Digital Reality

• Most businesses do not have a strategy.• Most businesses do not use a strategy.• Most businesses do not know how to create a 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”

Content Questions

• In your mind, what is the single most important piece of information or knowledge about your company?

• What are the top 5 “Hot Button” issues that are relevant to your clients and prospects?

• What questions do most people ask or look for, about you and your business? (FAQ/SAQ)

The Digital Reality

• Most businesses are not able to plan ahead with their content.

• Most businesses don’t have a content schedule.• Most businesses don’t know what to talk about.

“Making a content plan takes most of the “work” out of deciding what to talk about, and what to put in front of your audience.”

HOT Seat #2

• Where is your brand on the digital leadership scale?

• Why?• What is happening?• How can you make it to

the next stage?• What process is

working for you? Do you use strategy and content planning?

The Tools

What Tools Do You Need To Build Your Digital Ecosystem?

• Social media is (just) a tool• Digital leadership is your brand strategy• It’s what you do with your tools that is more

important• Set your criteria with your strategy

INFLUENCE To ACTION

• Move your “fans” to your own lists and own pages.

• Not about “engagement”• About INFLUENCE

How to Grow you Audience?

• 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?– WIIFM?

• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day

Posting Process

• People– Understand your audience– WIIFM

• Objectives– What are you trying to achieve?– Why?

• Strategy– What value are you ‘exchanging’– What strategy are you using to deliver your value?

• Technology– Tools– #hashtags

http://www.postplanner.com/

Brand Tools To Implement

• Hootsuite• Buffer

Brand Tools To Inform

• SocialBakers.com• Quantcast• Alexa

Brand Tools to Measure

• Klout• Google Analytics• Twittercounter.com• trendcounter.com

What other tools do you use?

1 _______________________2 _______________________3 _______________________

HOT Seat #3

• Where is your brand on the digital leadership scale?

• Why?• What is happening?• How can you make

it to the next stage?• What tools are you

using?

What are the 3 biggest things that you want to accomplish with your business?

1. __________________2. __________________3. __________________

Yes, Write Them DOWN!

A Few Last Words• Consistently deliver your value across your

entire digital ecosystem• Insights – Insights – Insights!• DON’T HARD SELL – INFLUENCE TO ACTION• Your industry influencers? WHO are they?• Your Schedule? WHAT is it?• Your Value & Your Content? HOW do you

deliver 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!

Resources

• http://www.socialbakers.com/• https://www.facebook.com/doyle.buehler• When to post?

http://www.fastcompany.com/3029019/work-smart/the-social-media-frequency-guide-how-often-to-post-to-facebook-twitter-linkedin-a

• http://www.postplanner.com/secret-to-successful-social-media-campaigns-post-method/

Download the Free eBook NOW From

www.thedigitaldelusion.com/2

)1 300 681 911 * doyle@TheDigitalDelusion.com ü www.TheDigitalDelusion.com

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What’s Next?

• Let’s connect on Twitter, Linkedin, Facebook – Just search ‘Doyle Buehler’

• Need any Tips? Please email me with ANY questions doyle@thedigitaldelusion.com

• Call me 0413106880

Thank Your For Attending!

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The Challenges Facing Your Business