Creating a Social Media Digital Strategy for 2020 and Beyond - what you really need to know. Social media Marketing Summit social media summit 2019 social media strategy - Doyle Buehler digital strategy
The document discusses creating a breakthrough social media strategy for 2020 and beyond. It notes that while social media provides access to billions of people, it also means greater competition and noise. To grow a business with social media requires having a solid digital strategy that aligns with what audiences seek and can adapt to changing conditions. The document advocates developing a "keystone" growth framework using a "hero's journey" approach that focuses on the customer's goals and maps their social/digital experience with a business's offerings. This can help capture audiences and create a compelling strategy beyond just social media use.
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Creating a Social Media Digital Strategy for 2020 and Beyond - what you really need to know. Social media Marketing Summit social media summit 2019 social media strategy - Doyle Buehler digital strategy
1. Creating a Breakthrough
Social Media Digital
Strategy for 2020 And
Beyond
Doyle Buehler, MBA
@doylebuehler
Social Media Marketing
Summit 2019
2. Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.
3. It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world.
Competition is fierce;
4. It’s never been easier to
get your ideas out there
with social media, but
it’s the hardest time
because there is so
much more noise out
there
HOW do you GROW With
Social?
10. *In business for 17+ years
*Built multiple tech/ecomm startups
*Expanded around the world
*Top 40 Fastest Growing Company in
Canada & #1 Fastest in the State
*Agency work with Fortune 100 Co’s
*Run a Global Strategic Digital Consultancy
Strategy & Storytelling for
the digital age.
@doylebuehler
11. Ask me later on how to get a free
copy of my NEW Book on Digital
Strategy - “#Breakthrough –
Unleash Your Remarkable Brand
Value, Influence & Authority”
Start Your Transformation Journey
Breakthrough.Digital
@doylebuehler
15. What does 2020 hold?
Weren’t we supposed to have flying cars?
16. Social media is maturing
as an industry; it's simply
not what it used to be. No
longer can you just set up
a profile, page or a group
and hope that your
businesses starts to see
the "halo" effects.
It’s no longer just about your posts and likes.
It's not about the number of fans. But, I'm sure
you've already realised that.
18. You're only one click away from your competitors.
Businesses without a solid digital strategy for their
social media will not be able to breakthrough the
clutter and noise of what is there and what is
coming.
19. It's going to be a brave, new digital world in 2020 - but only for
those businesses who take the time to create an effective
strategy that aligns their value with what their audience is
actively seeking to solve their challenges. And, a strategy that
helps your business correct itself upright under all conditions
that you encounter.
@doylebuehler
20. The “Missing Bullets” is
your strategy
of social media“The armor doesn’t go where the
bullet holes are. It goes where the
bullet holes aren’t: on the engines”
– Abraham Wald
We have to look
deeper… the
“answer” is not
always right in
front of us.
@doylebuehler
21. These are the “Glaciers”, the Trends of
change for Social Media For 2020 & Beyond
Trends don’t care if you don’t know about
them…but they continue to sculpt the
landscape.
22. #1We are in the age of self-
innovation & creativity.
We all want to be a Picasso,
Steven Spielberg or Lady Gaga
to create our work of art, our
masterpieces.
Your social media has to understand, support
and encourage.
23. #2We are in the age of behaviours - it’s beyond data and what data means.
There are no more clear lines that simply delineate “personas” or ‘avatars’;
we need to focus on the behaviours
Your social media has to understand, support
and encourage.
24. #3 We are in the age of Human-ness
#4 We are in the age of Reducing friction
#5 We are in the age
of zero trust
•Privacy
•Permission
•Personalization Your social media has to understand, support
and encourage.
25. >Influencers won’t save you - they are fading
>New fans won’t save you – not all fans are
created equal
>Posting won’t save you – there’s no real
business
>Publishing won’t save you – publishers have
died
>“Content” alone will not save you – as there is
26. AI and chatbots? New social
networks? New platforms? New
tools? These are all tactics –
tools in your toolbox - not
strategies.
What about?
28. YET…
WeWork founders did not get their startup to a $47
billion dollar company in just 9 years by constantly
posting on social.They had a purpose. A Story.They
took us on a journey.
29. Wework - knows the journey of their audience
Uber - knows the journey of their audience
Airbnb - knows the journey of their audience
Do you?
31. There has to be a better way…
What does it really all mean?
32. In the Digital Age,
journey matters now
more than ever for
GROWTH.
If you have a strategy you can tell
your true journey. You can GROW
your business with a journey.
33. The journey is what gives your
customer clarity & certainty about
their future.
This is your strategy. You control the
narrative, the roadmap.
34. It’s not a journey about how
awesome you are, along with
your amazing tech &
company
Nor how you are going to
“change the world”. They’ve
heard it all before.
42. The Growth of Your
Business Depends on
You Developing Your
Digital Genius• Being Competitive in the digital environment
• Developing New Customers Online
• Demonstrating “Digital Leadership”
• Understanding & Knowledge about what works online and what
doesn’t
Social media Is a Journey
43. Your Don’t Need To
Be Albert Einstein To
Be A #DigitalGenius
It’s your strategic thinking
44. You just need to be able
to tie all the pieces of
your digital ecosystem
together…
…properly
45. What’s Your Digital Genius?
Skills & Leadership in Social
Awareness&Knowledge
ofSocial
Digital Genius Zone
Clarity & Certainty –
understanding of
Social to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business with Social
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘social’ but
can’t fully implement
within business
52. The
#Breakthrough
Digital Strategy
Framework
1. Unleash your digital genius
2. Create a remarkable journey worth
remembering
3. Build a compelling strategy that
delivers your unique value
4. It’s more than social media
@doylebuehler
57. 1) Who is your hero - what are they thinking
and feeling & doing?
2) Translate your Hero’s journey - what do they
really want - what they are telling you and not
telling you?
3) Map the social/digital journey with your
digital assets, platform, value, marketing.
4) Build a #Breakthrough strategy that creates
growth & certainty with Social Media.
How To Create & Capture
The Remarkable Journey:
64. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Social Media Challenge
65. 1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Creating the
Journey That will Inspire Your Ideal
Customer to Invest in a better future with
you.
2) Deliver THE Story Online consistently -
getting all the digital pieces in order so you
can grow.
Your Social Media Challenge
66. You’re Doing It Wrong IF…
If You Have to Tell Me How
Awesome You Are
There is no direct sales pathway or
understanding
Thinking Cute and Clever Leads to
Conversions
What’s In It For ‘Me’ WIIFM?
Expecting your audience to
automatically reach out
69. Journey Matters in creating your
own certainty, your own future, your
own growth for your business.
This is your Social Media strategy.
70. Remember - it’s a journey- it’s about your hero’s
journey - your ideal client’s journey.
We want to be Luke Skywalker, but must be like
Yoda
@doylebuehler
71. Create the call of adventure for your
Hero to Grow Your Business.
Tell THEIR Journey with Your
Strategy.
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Aspirational Open
Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
It’s also the worst time in history, because we have access to literally billions of other people around the world - and so does everyone else. competition is fierce, you’re 1 click away from disaster
It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
What’s the difference between Yoda & Luke Skywalker?
WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
Just think about this for the moment
What are your biggest challenges online? Please share @doylebuehler
Me, today
I’ve built multiple tech startups and international companies. Top 40 fastest...
I talk with digital leaders around the worls
My agency experience, finding what’s wrong
How to start to engage with your audience to get INFLUENCE TO ACTION for people who ask great questions. This is my book. For good questions.
Author: The Book on Digital Leadership for businesses – The Digital Delusion.
I had started in the media world, and was dumbfounded. The agency spending model
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud I buy…? If your toolbox only has a hammer, every problem is a nail, content marketing for ‘free’ traffic...takes 6-12 months, doesn’t always work. Is it the website or is it the agency? Can’t figure out who to blame. - what’s mssing from the middle of this picture - the strategy.
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud I buy…? If your toolbox only has a hammer, every problem is a nail, content marketing for ‘free’ traffic...takes 6-12 months, doesn’t always work. Is it the website or is it the agency? Can’t figure out who to blame. - what’s mssing from the middle of this picture - the strategy.
Isn’t it exciting!
We have to look deeper… the answer is not always right in front of us.
The smartest person in the room was usually Abraham Wald.
The armor, said Wald, doesn’t go where the bullet holes are. It goes where the bullet holes aren’t: on the engines
Wald’s insight was simply to ask: where are the missing holes? The ones that would have been all over the engine casing, if the damage had been spread equally all over the plane? Wald was pretty sure he knew. The missing bullet holes were on the missing planes. The reason planes were coming back with fewer hits to the engine is that planes that got hit in the engine weren’t coming back.
We’ve heard that Uber doesn’t have any cars… and…
Uber, the world’s largest taxi company, owns no vehicles.
Facebook, the world’s most popular media owner, creates no content.
Alibaba, the most valuable retailer, has no inventory.
And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.
Why share
There has to be a better way
We were born to tell stories - & we know how to listen to them , ,but rarely how to tell them (ancient drawings on cave wall)
My Journey
Story matter now more than ever
WIIFM
Don’t be the hero - be yoda
WHat I’ve seen
Who I am
Why things aren’t working the way we think they are… marketing/websites
What’s missing - the strategy
A website by itself doesn’t work - most of them are just a brochure
build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud I buy…? If your toolbox only has a hammer, every problem is a nail, content marketing for ‘free’ traffic...takes 6-12 months, doesn’t always work. Is it the website or is it the agency? Can’t figure out who to blame. - what’s mssing from the middle of this picture - the strategy.
Our journey
What I’m going to show you
What is a strategy - your customer/hero’s journey - bleak present and better future, and they have no idea how they get there.
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
Or about being the next amazing guru or founder
How do you create your
Social media story, your digital Strategy?
Digital Genius
Keystone
ATM
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
On a scale of 1 to 10 – where do you stand on each axis?
See how social fits together properly – part of your complete digital ecosystem and developing your digital genius. We can’t just focus on “social” anymore.
You may think it is a lot, but it is a start
First – we need to break out of some of the digital assumptions that we all make.
Are you missing 67% of your market?
The people that are perfect
The biggest failure of online – assuming that everyone is ready and going to buy from you.
How many people actually use a “Contact us page”?
Source: Callun Rush
This is the pieces of the journey
We need to look at all of the pieces of digital – nothing exists in isolation
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
My key message
It’s not a story about you and your amazing company
1. Who is your hero - what are they thinking and feeling 2. Writing your Hero’s journey - what do they really want - what they are telling you and not telling you 3. Mapping the digital journey
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
This is what they are really looking for – they don’t care about the tech.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Regroup
Importance of digitalstorytelling
Telling the human side
A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
Challenge them
But you have two main challenges to make sure that you’re not going to be a statistic:
1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
Challenge them
But you have two main challenges to make sure that you’re not going to be a statistic:
1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
Are you going to use the right tool for the job?
Aspirational Close
It’s not about your story - it’s about your hero’s story - your ideal client story. We want to be Luke Skywalker, but must be like Yoda
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Aspirational Close
It’s not about your story - it’s about your hero’s story - your ideal client story. We want to be Luke Skywalker, but must be like Yoda
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Aspirational Close
It’s not about your story - it’s about your hero’s story - your ideal client story. We want to be Luke Skywalker, but must be like Yoda
WIIFM
Create the call to adventure for your
Be the yoda
Story matters in creating your certainty, your future
Is your digital leadership affecting your business? – take the digital leadership quiz now
“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
I’ve been in the digital space for over 15 years – taking businesses of all sizes through the paces of becoming remarkable. One of my second startups (spending $250k, but not having a real business Enterprise & Entrepreneurship: I help enterprises & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
Author: The Book on Digital Leadership for businesses – The Digital Delusion.