•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/doylebuehler22 Washrooms 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

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
Today • What may be holding you back with digital/online • What you can do differently than other pharmacists • How 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 Business
• No Real Community • No Real Leads • No Real Sales • No Real Profit • No KNOWN Results • Just 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 Purpose
NOT 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 Seat What Is Your
Experience With “ONLINE”? What Has Happened To You With Your Pharmacy? Email doyle@thedigitaldelusion.com

Are YOU Ready To Build
Your Digital Leadership?

Authority & Awareness Brand Credibility
& Relevance Does your audience know you exist?

Influence & Inspiration Brand “active”
audience About “you”!

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

You Too Can Be ONE!
Only $49.95

You Need TO DEMONSTRATE Authority
& Awareness Influence & 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 environment that 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 doyle@thedigitaldelusion.com

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 doyle@thedigitaldelusion.com

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 Persona TARGET 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 Webinar 2. Record screencast video as a prerecorded webinar (Camtasia) 3. Use the recorded video as part of your training program 4. Record (or separate) audio and post as a podcast/audio file on soundcloud.com or itunes 5. Use your presentation and post to Slideshare.com 6. Write a blog post and embed the video, audio and slideshare presentation onto your website 7. 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 doyle@thedigitaldelusion.com

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 Challenge
DIGITAL

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 doyle@thedigitaldelusion.com • Call me +61 413 106 880 (Australia) • Call me +1 403 616 0273 (Canada/US) #OwnOnline

Seminar Resources Slide Deck on
Slideshare.net bit.ly/doylebuehler22 Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircl e

Thank YOU for Listening. Questions?
Email doyle@thedigitaldelusion.com

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

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