Ready to put your best business forward in 2020?
Digital is big, confusing and chaotic; how do we break it down and make it far easier for business to strategize, navigate and implement?
In this quarterly web event, we'll review:
- Look back at 2019 - highlights and changes we've seen
- Look forward at 2020 trends that will affect you
- Tips & tricks for owning your digital assets in 2020
- What's important to get your digital straightened out
- Shifting the strategic mindset of business
- The art of selling more online
You need to attend this web event if you are wanting to make your digital strategy and digital marketing easier, more efficient, and more effective for your business.
Learn how to detangle, translate, and transform from the chaos of busy-ness in the digital economy.
What are you going to get done?
Insurers' journeys to build a mastery in the IoT usage
State of Digital Q4 2019 Doyle Buehler digital strategy web event
1. The State of Digital
2019 Q4
Doyle Buehler, MBA
@doylebuehler
Real World Knowledge
to Survive & Thrive In
The Digital Economy
2. *In business for 18 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
3. Agenda
• 1. Intro
• 2. Looking Back at 2019 - highlights and changes we've seen
• 3. Tools
• 4. Looking Forward at 2020 trends that will affect you in the
Digital Economy
• 5. Refining Your Digital Assets & Ecosystem in 2020
– Strategy mapping
– The Black Wire
– Digital Genius
6. Housekeeping
• Feel free to screenshot
• If you share, please tag @doylebuehler
• It’s a Learning Web Event, NOT a sales webinar
– here to show you what’s going on
– No programs to buy
– I even have a gift for you at the end
• Questions? Please type them in along the way & I’ll answer
them all at the end.
7. #LookBack2019
1. Collaboration is Key
1. Focus on personas & collaboration (“Uber & Wework” on-demand collaborative models)
2. Finding best teams / best partners / best supports
2. Elephant in the Room: PVAC – Privacy, Voice,
Automation/AI & Chatbots
1. Privacy - Cambridge Analytica/The Great Hack Doco
2. Voice – Share of “Voice”
3. Automation – Process automation & Human Centred AI
4. Chabots - ManyChat
3. Social & Search
1. Testing “like” counts – what does it mean?
2. Google “Bert” Algo update – What does it mean?
15. BERT, which stands for
Bidirectional Encoder
Representations from
Transformers, is a neural
network-based technique
for natural language
processing pre-training.
In plain English, it can be used to
help Google better discern the
context of words in search
queries.
16. How Does It Affect Business?
• “How can I optimize for BERT?” - There’s nothing to optimize for with BERT, nor
anything for anyone to be rethinking
• Google’s advice on ranking well has consistently been to keep the user in mind and
create content that satisfies their search intent. Since BERT is designed to interpret
that intent, it makes sense that giving the user what they want continues to be
Google’s go-to advice.
• “Optimizing” now means that you can focus more on good, clear writing, instead
of compromising between creating content for your audience and the linear
phrasing construction for machines.
17. 50 Years Ago – The “Internet” Was Born
The year 2019 will mark the 50th
anniversary of the first host-to-host
internet connection. Please think about
the next 50 years. Where will the
internet and digital life be a half century
from now?
47. Businesses without a
solid digital strategy
will not be able to
breakthrough the
clutter and noise of
what is HERE NOW
and what is coming.
@doylebuehler
50. “Strategy isn’t the dance, the
orchestra, nor even the stage
& lights. It’s like ”The Black
Wire” that transcends
everything to be seen & heard
in the performance itself. The
Black Wire detangles, focuses
and transforms those from
the chaos of busy-ness in the
digital age”
@doylebuehler
51. It’s time to find your Black Wire…
@doylebuehler
52. The Black Wire
>connects & integrates
>separates & removes chaos
>creates impact
>it’s the live “circuit” to help you
detangle and transform from the
chaos of busy-ness in the digital age
@doylebuehler
53. >Influencers won’t save you - they are fading
>New fans won’t save you – not all fans are buyers nor created “equal”
>Posting won’t save you – there’s no real business
>“Content” alone will not save you – as there is no structure
It’s not always as EASY as it seems.
@doylebuehler
What are the 2020 Digital Business Trends?
54. These are the “Glaciers”, the Trends of
change for 2020 & Beyond
Trends don’t care if you don’t know about
them…but they continue to sculpt the
economic landscape.
These are not the “tech trends”, as these
change on a never-ending basis – these
are the trends of digital culture and our
relationships with digital and business.
@doylebuehler
55. #1 We 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 for the world to
enjoy.
Your digital has to be a platform for this, to
understand, support and encourage.
@doylebuehler
56. #2 We are in the age of behaviours - it’s beyond data and what data means.
It’s more than just your credit card details. It’s how you react, respond and
seek out what you love online. There are no more clear lines that simply
delineate “personas” or ‘avatars’; we need to focus on the behaviours
Your digital has to understand what your
customer is telling you, and what they are not
telling you.
@doylebuehler
57. #3 We are in the age of Human-ness. No longer
can everything be automated for business. It
simply does not work.
Your digital has to understand, support and
encourage a human-centric approach.
@doylebuehler
58. #4 We Are In The Age Of Reducing
Friction. Anything that slows your audience
down is something that they will avoid. It’s
now, it’s instant.
Your digital has to provide a clear pathway, a
journey that has no obstacles.
@doylebuehler
59. #5 We are in the age of zero trust, and we’re not going to
trust you until you give us a damn good reason.
•>How do you protect my Privacy
•>How do you create Permission
based marketing & selling
•>How do you Personalize the
experience that you offer so it is
unique?
Your digital has to “step up” and provide what
is expected, without conditions.
@doylebuehler
60. The Changing Digital Landscape –
Assets v. Ecosystem
Digital Assets
• Your content
• Your structures
• Your tools
Digital Ecosystem
• Your Channels
• Your mediums
• Your ‘Journey’
70. 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? ________________
@doylebuehler
71. How to ‘ZMOT’ Your Digital
Ecosystem
WATCH
• 5 Content Videos
• 2 CTA Videos
• 1 Landing Page video
READ
• Scorecard Report
• Free Chapter
• 5 Articles
LISTEN
• Soundcloud links
• 3rd party podcast
• Own Podcast
DO
• Diagnostic Scorecard
• Templates/Tools
• Exercises/Canvas
72. Digital Asset Hierarchy Landscape
Value of Digital Asset
PerformanceofDigitalAsset
*Videos
*Blog
*Gift
Low Performance &
Low Results
High
Performance &
High Results
*Social Media
*Social images
*Webinar
*Guide or
Checklist
*Podcast
*Workshop
*Diagnostic or
Assessment
*Value
Sequence
*Mastermind
73. “We believe in the power of insights into
the digital economy to drive business value.
This is called DigitalGenius.”
74. You Don’t Need To Be
Albert Einstein To Be
A #DigitalGenius
It’s your strategic thinking
75. 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
@doylebuehler
77. What’s Your Digital Genius Score?
• Digital Awareness 1 to 10 _____
• Digital Knowledge 1 to 10 _____
• Digital Skills 1 to 10 _____
• Digital Leadership 1 to 10 _____
@doylebuehler
78. The “Missing Bullets” is
your strategy.
“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
83. What’s Your Inflection Point?
@doylebuehler
What is the point that you will ‘change’ for the better?
84. Here’s How
1. Harness & understand the challenges that are holding you
back
2. Build a compelling strategy that delivers your unique value
– Be Seen; Be Heard; Be Understood; BE KNOWN
Your Digital Challenge in 2020 is to:
• BE Seen
• BE Heard
• Be Understood
• BE KNOWN
@doylebuehler
85. Keep on Moving
• What would you like to see next time?
• Please send me feedback doyle@dept.digital
or LMK if we’re connected on social
• Please introduce yourself
• Please post a review/comments if you liked it!
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
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
What are your biggest challenges online? Please share @doylebuehler
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
Agile practitioners must be committed to continuous improvement in quality and cost-effectiveness, which means that every development is analyzed for lessons that can be used to improve policies and working practices.
Agile is all about teamwork, transparency, and technical excellence.
No matter what your experience with Agile practices and techniques, the foundation for Agile methodologies is rooted in best practices positioned to enable collaborative environments where diverse teams can continuously learn, improve, grow and produce.
There are 12 principles of Agile methodology that assist in forming the Agile foundation of collaborative productivity. These 12 principles - inspired by and supportive of the Agile Manifesto - are guiding practices that support teams in implementing and executing with agility the production of software development.
Satisfy the Customer
Welcome Change
Deliver Frequently
Work Together
Build Projects
Face-To-Face Time
Measure of Progress
Sustainable Development
Continuous Attention
Keep It Simple
Organized Teams
Reflect for Effectiveness
Take some time to answer these questions. The more detailed questions are in the resources page
Where do your current assets fit in – are you creating ones with value AND performance
On a scale of 1 to 10 – where do you stand on each axis?
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.
Do you feel all alone?
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