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•Digital Leadership: How to be at the forefront of digital transformation•Entrepreneurship: How to grow a remarkable online ecosystem, business and sales, •Education: Learning the skills of Digital Strategy, Business Planning & Entrepreneurship
Hello, I’m Doyle Buehler
#OwnOnline
Welcome!• Admin Stuff• Slide deck on Slideshare
http://bit.ly/doylebuehler22Washrooms at the back??
I’m Giving Away A Paperback Copy of My Book on Digital Leadership - “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
For the BEST Question OR Your BIGGEST Challenge of Online
Just Tweet! @doylebuehler #ownonline
The Book on Digital Leadership for Businesses
Online Ain’t What It Used To Be
No Silver Bullets
Not Just About Selling Pills Online…
What Am I Here To Talk About?• Help you understand the babble of Online• Help you find the focus with online for your
pharmacy• Help you action what you need to do• Help you implement
What You Will Find Out TodayWhat may be holding you back with digital/onlineWhat you can do differently than other pharmacistsHow to build a blueprint for a strong digital ecosystem for your pharmacy
Ready to Get Started?
#ownonline
How I spent $250,000+ on a website
#ownonline
The PAIN of Online BusinessNo Real CommunityNo Real LeadsNo Real SalesNo Real ProfitNo KNOWN ResultsJust COST-COST-COST
What Happens When Nobody Likes You?
Online Is Not Easy
#ownonline
So, What ABOUT Digital Leadership?
Are You Ready to #ownonline
Still Fighting Fires With Online?
Get The Right Tools
#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
BUSINESS ONLINE?
“Just because they are not actively shopping, doesn’t mean they will never buy from you!”
The Problem With “Online” For Pharmacists?
Effective Digital Leadership is about being able to move people into your own conversion/sales/lead funnels…
NOT just about a single transactional sale
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 just about “engagement”• About INFLUENCE• WIIFM?
HOT SeatWhat Is Your
Experience With “ONLINE”? What Has Happened To
You With Your Pharmacy?
Email [email protected]
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
You Too Can Be ONE! Only $49.95
You Need TO DEMONSTRATE
Authority & AwarenessInfluence & Inspiration
Knowledge & Expertise
No, You Don’t Need To Be A…• Ninja• Guru• Yogi• Supreme Leader Just a Pharmacist that wants to grow their audience and sales, by creating an environmentthat your audience ENJOYS.
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?
• 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 ONLY 2 Things You Need To START With
The Digital Reality• Most pharmacy 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 pharmacists, 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
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 PersonaTARGET 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.
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
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
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!
Better Than Sliced Bread?
Create 1% of your own Content
Copy & Share 9% [Content] of Your Influencers
90%? Join the conversation – share others, discuss, comment
The ‘Magical’ 90/9/1 Social Media Sharing Ratio
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]
Trust The Process
Don’t just stand there staring…
Don’t Forget to Have fun.
#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!
Don’t Forget To Practice…
Are You Ready For The Digital Leadership Challenge?
The End of The Story?It’s more about the conversation, the community, as well as the connections that you make through your ENTIRE ONLINE PLATFORM.
The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience to SEE.
Your Social Media Leadership ChallengeDIGITAL
Where to go for more help?• 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 +61 413 106 880 (Australia)• Call me +1 403 616 0273 (Canada/US) #OwnOnline
Seminar ResourcesSlide Deck on Slideshare.net
bit.ly/doylebuehler22
Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
I’m Giving Away A Paperback Copy of My Book on Digital Leadership - “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
For the BEST Question OR Your BIGGEST Challenge of Online
Just Tweet! @doylebuehler #ownonline
The Book on Digital Leadership for Businesses
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
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