Global Digital Marketing Summit By Doyle Buehler - Building Trust in Digital Business Transformation for Business Innovators
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Online-International Global Digital Marketing Summit II Hello, I’m Doyle Buehler. I’m very excited to be bringing you my keynote on "Building trust in transformation for business innovators" for the Online International "Global Digital Marketing Summit Trust is a word that we often use, but are not always sure how to put it into action in business, especially in an online, digital business, like most of us have. We often think that it is just about “doing the right thing”, or “getting to know you”, but it actually runs a lot deeper than that. By now, we should all be aware of the Know - Like - Trust Triangle for getting business done. Getting people to KNOW you, means getting out there and producing our value for others to see. This is you, creating media, video, blogs, speaking, conferences - you know - content. Now, Getting people to LIKE you is really about sharing the same values and underlying behaviours. Being fun, informative, crazy, sympathetic, or some trait that others enjoy about you. This is you, being “authentic” Now trust in business is something different. It’s not as simple as having a nice website or a great blog, or even some videos. It’s not about your personal branding, either. Trust allows us all to create closure on all the things that a person needs to see, before they do business with you. This is what I’m going to show you - how to create, build, sustain and develop trust, for your transformation. So Join me for my keynote "Building trust in transformation for Business Innovators For the Online International "Global Digital Marketing Summit July 12th - 3.30 PM to 4.30 PM EST I’m Doyle Buehler and I’ll see you online Lost in Transformation - How To Build Trust in Transformation for Business Innovators Course Outline Intro Trust is a word that we often use, but are not always sure how to put it into action in business, especially in an online, digital business, like most of us have. We often think that it is just about “doing the right thing”, or “getting to know you”, but it actually runs a lot deeper than that. “Lost in Transformation?” Digital Business transformation What is it The Pain The Know-Like-Trust Triangle - intro What it is What it means Know - detail Getting people to KNOW you, means getting out there and producing our value for others to see. This is you, creating media, video, blogs, speaking, conferences - you know - content. Like - detail Getting people to LIKE you is really about sharing the same values and underlying behaviours. Being fun, informative, crazy, sympathetic, or some trait that others enjoy about you. This is you, being “authentic” Trust (detail) Permission Privacy Personalisation How to put it in place Roadmap Transformation ecosystem map Wrap up
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Global Digital Marketing Summit By Doyle Buehler - Building Trust in Digital Business Transformation for Business Innovators
- 1. How To Build Trust in Transformation for Business Innovators July 12th 3.30 PM PM EST Doyle Buehler, MBA @doylebuehler Lost in Transformation?
- 2. Trust is a word that we often use, but are not always sure how to put it into action in business, especially in an online, digital business @doylebuehler Not Always ‘Who’, But ‘How’ Do We…TRUST?
- 4. I’m Giving Away A Paperback Copy of My NEW Book on Digital Strategy - “#Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority” For the BEST Question, Comment OR Your BIGGEST Challenge/Fear of Online Just Tweet! @doylebuehler #breakthrough Start Your Transformation Journey Breakthrough.Digital
- 5. The Digital Revolution Is Here @doylebuehler
- 6. We Now Live In A Massive, Global, Connected, Disruptive Economy @doylebuehler
- 7. Business Is CLEARLY Not The Same As It Used To Be @doylebuehler
- 9. You Are 1 Click Away from Disaster @doylebuehler
- 10. Social Selling? No, NOT Transformation @doylebuehler
- 11. @doylebuehler The Common Thread? Businesses That Transform & Evolve Become Remarkable.
- 12. Digital Transformation is about redefining your Value Proposition that resonates with your buyer’s journey @doylebuehler
- 13. “Show Me The Money!” • Video or still image – Jerry MacGuire • Jerry MacQuire “Moments” – What’s yours? @doylebuehler
- 14. What Is Digital Business Transformation? “Digital transformation is the integration of digital technology into the various systems and processes that you use to deliver your services to the customer. It’s also a shift in how an organisation does business.” “Digital transformation takes place when an organization rethinks its processes, then transforms the way it conducts business and delivers value to their customer.” @doylebuehler
- 15. What is Trust? “Trust is a word that we often use, but are not always sure how to put it into action in business, especially in an online, digital business, like most of us have. We often think that it is just about “doing the right thing”, or “getting to know you”, but it actually runs a lot deeper than that.” @doylebuehler
- 16. What Exactly Is Trust In Digital Business? Now trust in business is something different. It’s not as simple as having a nice website or a great blog, or even some videos. It’s not about your personal branding, either. Trust allows us all to create closure on all the things that a person needs to see, before they do business with you. This is what I’m going to show you - how to create, build, sustain and develop trust, for your transformation.
- 17. @doylebuehler
- 18. “KNOW” You Getting people to KNOW you, means getting out there and producing our value for others to see. This is you, the ‘WHO’, creating media, video, blogs, speaking, conferences - you know - content. @doylebuehler
- 19. “LIKE” You Getting people to LIKE you is really about sharing the same values and underlying behaviours. Being fun, informative, crazy, sympathetic, or some trait that others enjoy about you. This is you, being “authentic” @doylebuehler
- 20. BUT, How Do I TRUST You? Involves 3 Core Ingredients Permission Privacy Personalisation @doylebuehler So, I KNOW You & LIKE you…
- 21. Your Customer may not be “scared” to trust you, they just want and expect you to be accountable to them @doylebuehler
- 23. @doylebuehler
- 24. Permission “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.” - Seth Godin https://seths.blog/2008/01/permission-mark/ @doylebuehler
- 25. ATM • [visual of ATM] Source: Daniel Priestley, Dent Global @doylebuehler
- 26. Privacy “Privacy is the number one concern from online consumers, with 86% of users taking active steps to improve their safety online, according to Brandon Gaille. And as more data privacy regulations and guidelines are put into action by governments, industries and privacy organizations around the world, it’s becoming increasingly important that marketers understand these rules and follow them - or face penalties and/or fines. ” https://digitalmarketinginstitute.com/en-us/blog/2017-8-03- why-marketers-should-care-about-privacy-rulings @doylebuehler
- 28. Personalization Personalized marketing is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology. The goal of personalized marketing is to truly engage customers or prospective customers by communicating with each as an individual. @doylebuehler
- 29. @doylebuehler How do you deliver Your Customer Experience Through Personalisation?
- 35. Are YOU Getting 1 Click Closer? @doylebuehler
- 36. @doylebuehler
- 37. @doylebuehler
- 38. I’m Giving Away A Paperback Copy of My NEW Book on Digital Strategy - “#Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority” For the BEST Question, Comment OR Your BIGGEST Challenge of Online Just Tweet! @doylebuehler #breakthrough Start Your Transformation Journey Breakthrough.Digital
- 39. Download Slide Deck on Slideshare.net (with extra content) bit.ly/doylebuehler32
- 40. Doyle Buehler @doylebuehler +61 413 106 880 doyle@dept.digital
- 41. @doylebuehler
- 42. 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
- 43. IntroConnectingLeadersToDigital “Are you ready to join me on the epic quest to close the digital divide, expel the internet’s ivory towers, and rid the world of online business monotony and mediocrity?” Get The Book On Digital Leadership doyle@thedigitaldelusion.com Let’s Connect @DOYLE BUEHLER
- 46. BONUS Materials
- 47. And it WON’T Be Televised
- 49. http://www.thirdwavebook.com/ Steve Case, Founder of AOL There Are 3 Waves of Digital Business
- 50. “In the Third Wave, disruption cannot be a mantra; it has to be a strategy.”
- 51. https://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/ @doylebuehler Businesses That Disrupt Their industry See The Rewards
- 52. "Digital Disruption Is Not About Technology" Jeanne Ross, principal research scientist at MIT Sloan's Center for Information Systems Research
- 53. AND, You don’t need to be a startup to create disruption in your industry.
- 54. Or even be the next “amazing” founder
- 55. Disrupt Or Die Disrupt Or Die
- 57. What Is Your “Greatest Work”? • Healthcare/Pharma/Biotech • Information & Communication Technologies and Services • Industrial & Manufacturing • Financial Services, Banking/Financial Insurance • Consumer Goods, Services & Retail
- 59. @doylebuehler
- 61. • Push-out Competitors • Connect With Customers • Create Long-Term Value Are You Ready For Disruption Now?
- 62. Disrupted or Disruptor? DISRUPTED Purpose Patterns Platform Process Produce DISRUPTOR YES NO YES NO NO Instagram YES NO NO NO YES Netflix YES NO NO NO NO Amazon @doylebuehler
- 63. What To Do Next? Four Final Questions for the C-level
- 64. # What is your “vision of value” for improving the lives of your customers?
- 65. # What are your key digital strategies and frameworks to get you there?
- 66. # How will you architect your business & marketing?
- 67. # How will you put your value into action?
- 70. What Causes the most stress in business? • 9% - Sales Not Converting • 9% Not enough prospects • 45% - Too busy to be strategic • 27% Not sure what to focus on
- 71. What would help your business succeed? • 20% - A large loan or working capital • 56% - an experienced mentor • 16% - some recognition/fame • 8% - Better tech
- 72. @doylebuehler
- 74. Zero Moment of Truth? 7 Hours 11 Touchpoints 4 Channels @doylebuehler
- 75. ATM • [visual of ATM] @doylebuehler
- 76. @doylebuehler
- 77. Delivering Value To Your Audience [Nurturing visual] Nurturing the conversation and delivering consistent brand value • [visual of actual pieces in flowchart] • [visual of email sequences] • Delivering Your Value over time = nurturing Del iveryval ueTo your auDience val ueSequenceDevel opmenT inTereST& moTivaTion enaBl inG acTionS Sol uTionS Seemore Do more Havemore viSual S,viDeo,TexTTo capTureTHeimaGinaTion viSual S,viDeo,TexTTHaT reinforceWHaTTHey areTHinkinG WHaTDoeSa “Sol uTion”To your auDiencel ook l ike? BeGinTHe“conver SaTion” anDmovepeopl eTHrouGH iniTial aTm,DepenDinGon neeDS&reaDineSS Seemore Do more Havemore *WHaTcanTHeySee? *WHaTcanTHey Do? *WHaTcan THey Have? HoWcan youenGaGeyour auDience? WHaTuniqueSol uTion Do youproviDe? @doylebuehler
Editor's Notes
- -What if you had a strategy to transform what you are doing now, to deliver exceptional value to your customers? -This is what I am going to show you, how you can do it yourself – how you can put the pieces in place to create the factors that contribute to disruption. - I help enterprises & entrepreneurs scale, disrupt & grow their business and sales, through digital leadership
- 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.
- 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.
- -How do you create a disruptive mindset, a disruptive environment, a framework to point you in the right direction? **Q - Who believes that they have been or are being “disruptive”? Who feels they are being disruptive in their marketplace?
- Disruption has a big appetite for companies that don’t think strategic, that don’t think for the long-term So what if you are the big kid on the block? Can you fail as well? They failed to deliver real value. With or without the internets
- Think of it this way. We are also one click away from disaster Your finger is a pretty important piece of “hardware” The power of the click is actually connected to the human desire to connect. It is more than a click, it is a finger that is actually attached to a human, your customers. Your customer of today clicks on value to them, or WHATS IN IT FOR ME
- But what about social selling you’re probably asking? And social selling only you gets you so far. No – If you think that success in digital is based on having a website, some social media and creating selling channels with social, then you’ve truly missed the point.
- What are they really doing? Leveraging existing technologies that we ALL have access to
- If you’re not in the game, you won’t be playing tomorrow. I’m going to be taking you on a journey of what happened to some, what is happening, where we are headed, and how you can set the stage for what you really need to be doing to drive value and customers
- Disruption is a journey for the long term – you need a framework, a strategy to support you on this journey
- This is how the problem is really solved today – this is what the pyramid really looks like – this is what your customers are really seeing. What are you doing to deliver your value to a receptive audience?
- And more importantly, What is your SYSTEM? How do you put it all together? Who has a disruptive strategy? A strategy to transform what you are doing now, to deliver exceptional value to your customers? This is what I am going to show you, how you can do it yourself How do you create a disruptive mindset, a disruptive environment, a framework to point you in the right direction? Disruption is a journey for the long term – you need a framework, a strategy to support you on this journey I’ve created a framework that you can use, to help you align your marketing with yo8ur strategy, and create the opportunities for disruption.
- Your Customer may not be “scared” to trust you, they just want and expect you to be accountable to them
- Master your platform What do you stand for
- What is your selling process, but more importantly, what is your BUYERS process?
- Produce value – not just content. Produce it consistently
- TO actually connecting with your audience. To making a real connection. To creating value that grows and scales what you are doing. That disrupts your industry To creating your own disruption
- Your Customer may not be “scared” to trust you, they just want and expect you to be accountable to them
- 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 have some new items up there – new worksheets, new resources
- Discover Your True Digital Leadership Potential What do I do? I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- “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 run a global strategic digital marketing & training agency, teaching about how we can change digital marketing for the better, to make it easier to understand and easier to implement for all businesses. I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership I’ve been in the digital space for over 15 years I help enterprises & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- But it will be on Youtube
- Disruption is the new normal
- Is it good enough to be considered disruptive? Could you be doing it like these disruptors?
- The “click” is not about technology – technology is the pathway, but it can cloud the real value of what you are offering, if you let it. This is the “art” of disruption Customers don’t care about the tech – they just want to go about their business Most businesses are NOT tech companies, yet think that they are. You are about bringing value to your audience through your business. It’s that simple.
- With the 3rd wave, you can use the technology that is ALREADY there (unless of course you are a tech company)
- Or about being the next amazing guru or founder
- “Big Business” is not out of the woods either, so don’t think you are safe. I’m sure you’ve heard it all before, right – your big business is simple a dinosaur. Well – that actually doesn’t mean much until you look deeper at what happened to some of them. They of course weren’t disrupted, but rather killed by a giant comet – but that is another story. pancake croc – create an active dynamic strategy, not a passive, reactive strategy
- -is disruption the ONLY ”choice”? -Disruption MUST become part of who you are and what you do. You can no longer play it safe, by continuing the status quo. This leads to mediocrity, which leads to failure. -It’s not going away. The only way it will go away is if it takes you out of the game
- -Think about where you are headed, and how you are going to get there. More importantly, what is going to happen NEXT for your business? What are your customers thinking of? Your customers are always thinking of NEXT.. So your greatest work of today becomes 1-click away tomorrow. - What are you going to do next?
- Right now we’re fixated on this. We’re told that the click is the most valuable piece of everything in the digital space. We are ALL driven to getting this. Click here. Click there. BUT…. Is strategic marketing really about the so-called “click”? Is it about the single transaction, or is there something that you can be doing to increase the affinity for your customers to grow a real, committed relationship?
- Why is it outdated? Marketing in 2017 says that we just need to “meet the needs” of our audience. This is the pyramid that I’m talking about. This is old marketing -Build a “funnel” and sales will come “Social sell” some of that sh*t Or even better “get in touch with your feelings” – this doesn’t work
- Take these five factors engrain them into your team and start to build out the execution of each of these steps, to get you to where you want to go. This will give you the time to focus on leading in your digital space.
- So does this actually work? I wanted to give an example that shows the concepts, so this is a case study Now, ask yourself what pieces do you have and which ones are missing from your strategy? Does anyone believe they have all 5 locked and loaded? Are you getting the performance that you need?
- I’m going to leave you with this. Besides creating a framework that I just showed you, that you can start to build – what do you really need to do next to make some concrete changes, to stop the slide into mediocrity?
- What processes will you enable. What strategic architecture will you implement?
- What are you going to do next? Imagine what you can do… What will you do next?
- Where DO You 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
- You may think it is a lot, but it is a start
- How do you build a value sequence?