@eretailer @doylebuehler

Learn the rules like a pro, so you can break them like an artist – Pablo Picasso

Kicking Ass Online with digital leadership – doyle buehlerMBA in 2002 - Leadership

•Digital Leadership/Innovation: 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

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, Comment OR Your BIGGEST Challenge of Online

Just Tweet! @doylebuehler #ownonline

Word Of Mouth Only Goes So Far

It’s Not Just About The “Like”,

The “uber-ish” app the “cool” Website,

the “amazing” social profile; It’s MORE About the

CONVERSATION – About YOUR Story

@doylebuehler

“Your brand is what people say about you when you’re not around”

What Am I Here To Talk About?• Help you understand the babble of Online

& Social Media• Help you find the focus• Help you action what you need to do• Help you implement

What You Will Find Out TodayWhat may be holding you back with your Social MediaWhat you can do differently to create an improved opportunity for your audienceSome of the pieces you need to build a blueprint for a strong digital ecosystem

Ready to Get Started?

@doylebuehler

Not Just About The Selfie

@doylebuehler

Not About Cute Kittens

@doylebuehler

Nor About Cute Babies

@doylebuehler

Social Is Really About YOUR Community

@doylebuehler

#retailer2016 @eretailer

#retailer2015 @eretailer

www.thedigitaldelusion.com/infographics

#retailer2016 @eretailer

What Channels Are You Going To CHOOSE TO Maximise Your Social Media Activity?

#1: ______________________#2: ______________________

@doylebuehler

HOT SeatWhat Is Your

Experience With “Social Media”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

@doylebuehler

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?

Content – What to “Say” On Social• Your “VOICE”• From Content Plan?• To Whom? Persona• Are you delivering your

value?• What do they WANT to

HEAR?• What Does Your Content

LOOK Like?

A Picture Is Worth 1.6 Billion Users

#retailer2016 @eretailer@doylebuehler

@doylebuehler #retailer2016 @eretailer

Where is your audience?

Find (More of) YOUR Audience… Your Crowd

Defining Your Audience

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 your 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 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!

HOT SeatWhat Is Your

Experience With “Social Media”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

@doylebuehler

PerformanceYou Can’t Measure

What You Can’t See?

@doylebuehler

Performance• Baseline – take one – use

Google Analytics & Insights• Objectives – what are they• Optimisation – yes, back

and forth• KPIs – what are you

measuring• ROI – What is it, how?

@doylebuehler

@doylebuehler

HOT SeatWhat Is Your

Experience With “Social Media”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

@doylebuehler

@doylebuehler

INFLUENCE To ACTION• Move your “audience” to your own lists and

own pages.• Not just about “engagement”• About INFLUENCE• WIIFM?• NOT just about “Likes”

Management Tools• Schedule Posts – Bufferapp; Hootsuite• Use your relevant Keywords• Follow Your Influencers & Their

Followers • Brand Your Own Content

– Websites– Logos– How Can They FIND you after the fact

@doylebuehler

HOT SeatWhat Is Your

Experience With “Social Media”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

@doylebuehler

@doylebuehler

Find Your Influencers

Reciprocate

@doylebuehler

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

@doylebuehler

Hack The #Hashtag

Use 1-2 on Twitter & Facebook25-30 in Instagram

Research: http://www.tagsforlikes.com/

#hashtagsforlikes

#love #TagsForLikes.com #TagsForLikesApp #TFLers #tweegram #photooftheday #20likes #amazing #smile #follow4follow #like4like #look #instalike #igers #picoftheday #food #instadaily #instafollow #followme #girl #iphoneonly #instagood #bestoftheday #instacool #instago #all_shots #follow #webstagram #colorful #style #swag

HOT SeatWhat Is Your

Experience With “Social Media”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

#retailer2016 @eretailer

Last Words On Social?• Not just about “you” and your posts. “Check your

ego at the door”• The most successful people on social are those who

provide limitless value to others – help, share, ideas, feedback

• Not a popularity contest• It’s about YOUR COMMUNITY – and constantly

sharing for others

Don’t just stand there staring…

Trust The Process

@doylebuehler

Your Social Media Leadership Challenge

Successful Digital Leaders Need TO DEMONSTRATE

Authority & AwarenessInfluence & Inspiration

Knowledge & Expertise

Take the DIGITAL LEADERSHIP Assessmentwww.leadership.digital

Questions?

Email doyle@thedigitaldelusion.com #retailer2016 @eretailer

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

2. Download Slide Deck on Slideshare.netbit.ly/doylebuehler26

3. Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircle

1. Take the DIGITAL LEADERSHIP Assessmentwww.leadership.digital

What to do next:

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Please Find & Follow Me On Social