telling your breakthrough brand story on social media for entrepreneurs
TRANSCRIPT
@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 [email protected]
@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 [email protected]
@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 [email protected]
@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 [email protected]
@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 [email protected]
#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
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:
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://www.instagram.com/doylebuehler
http://www.youtube.com/user/doylebuehler
Please Find & Follow Me On Social