What is Digital Brand Leadership? Authority - Brand credibility Influence - Brand “active” audience Knowledge - Expertise in your industry/niche Combining all the elements of digital media is what digital leadership is about. It is about combining all of the different elements of what is needed online to work with your brand. This is my presentation for the Australian Marketing Institute Annual 2014 Congress in Perth, WA

1. Digital Brand Leadership
Doyle Buehler
@doylebuehler

2. The Knowledge, The Process, The Tools
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

4. Hello, My Name is…
Doyle Buehler
•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.

5. )1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com

6. How I spent $250,000 on a website

7. Deadly Digital
)1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com

8. 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

9. 3 Simple Steps
1. The Knowledge
2. The Process
3. The Tools

10. The Knowledge

11. What Are Your Goals
Of This Workshop?
1 _______________________
2 _______________________
3 _______________________

12. What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________

13. What Are Your Online
Challenges/Problems?
1 _______________________
2 _______________________
3 _______________________

14. What Is Digital
Leadership?
• Authority
– Brand credibility
• Influence
– Brand “active” audience
• Knowledge
– Expertise in your industry/niche
– Combining all the elements of digital media

15. Stages of Digital
Leadership
1. Start-up
2. Awareness
3. Understanding
4. Leverage
5. Maximise
Where Are You & Your Brand?

16. What do you need to know to
develop your digital leadership?
• Industry elements
• Who’s “looking” for what you are selling?
• Strategy
• Content

17. What Elements
are You Using
In Your
Business?
Are you able to use all
of them effectively,
simultaneously?

18. 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

19. • 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

20. What Are YOU Going To “TALK”
About?

21. What Do You DO with Your Audience?

22. 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?

23. 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?

24. The Process

25. 7 Simple Steps
Free your mind
Build your customer desire
Engage your audience passion online
1. Create an overriding strategy
2. Develop a clear content plan and roadmap
3. Utilise specific social media tools and sharing to grow your community
4. Create stunning and cohesive branding through videos and visuals
5. Align your website to create congruency with all your channels and
your assets
6. Implement an automated sales funnel that accounts for all stages of
your customer’s buying process
7. Implement promotion & advertising to grow your audience beyond
word of mouth; utilise analytics to maximise your sales funnel

26. Your Digital
Blueprint
1. Digital Discovery
2. Content,
Communication
3. Community, Social &
Sharing
4. Visual Branding &
Videos
5. Website alignment
6. Sales/lead funnels
7. Promotion, Advertising,
Analytics

27. Strategy Questions
• What are we “about”?
• What do we do best?
• What makes it work?

28. 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”

29. 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)

30. 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.”

31. 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?

32. The Tools

33. 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

34. INFLUENCE To ACTION
• Move your “fans” to your own lists and own
pages.
• Not about “engagement”
• About INFLUENCE

35. 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

36. Posting Process
http://www.postplanner.com/
• 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

37. Brand Tools To
Implement
• Hootsuite
• Buffer

38. Brand Tools To Inform
• SocialBakers.com
• Quantcast
• Alexa

39. Brand Tools to Measure
• Klout
• Google Analytics
• Twittercounter.com
• trendcounter.com

40. What other tools do you use?
1 _______________________
2 _______________________
3 _______________________

41. 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?

42. What are the 3 biggest things that you want to
accomplish with your business?
1. __________________
2. __________________
3. __________________
Yes, Write Them DOWN!

43. 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!

44. 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/

45. Download the
Free eBook NOW
From
www.thedigitaldelusion.com/2
)1 300 681 911 * doyle@TheDigitalDelusion.com www.TheDigitalDelusion.com

46. D-School is Coming Soon!
Stay in touch so you can be the first to get the inside track
Join My Weekly
Webinars
http://bit.ly/events1999

47. 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!

48. Are Your Ready to
“Click To Save The World”
Get your own 7-Point Digital
Self-Assessment
bit.ly/digitaldiscovery

49. The Challenges
Facing Your Business