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How To Build Trust in
Transformation for Business
Innovators
July 12th 3.30 PM PM EST
Doyle Buehler, MBA
@doylebuehler
Los...
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,...
I’m Giving Away A Paperback Copy of My
NEW Book on Digital Strategy -
“#Breakthrough – Unleash Your
Remarkable Brand Value...
The Digital Revolution Is Here
@doylebuehler
We Now Live In A Massive, Global,
Connected, Disruptive Economy
@doylebuehler
Business Is CLEARLY Not
The Same As It Used To
Be @doylebuehler
@doylebuehler
Is Digital
Transformation
Killing
Businesses?
You Are 1 Click Away
from Disaster
@doylebuehler
Social Selling?
No, NOT Transformation
@doylebuehler
@doylebuehler
The Common Thread?
Businesses That
Transform & Evolve Become
Remarkable.
Digital Transformation is about redefining your
Value Proposition
that resonates with your buyer’s journey
@doylebuehler
“Show Me The Money!”
• Video or still image – Jerry MacGuire
• Jerry MacQuire “Moments” – What’s yours?
@doylebuehler
What Is Digital Business
Transformation?
“Digital transformation is the integration of
digital technology into the various...
What is Trust?
“Trust is a word that we often use, but are not
always sure how to put it into action in
business, especial...
What Exactly Is Trust In Digital
Business?
Now trust in business is something different.
It’s not as simple as having a ni...
@doylebuehler
“KNOW” You
Getting people to KNOW you, means
getting out there and producing our value
for others to see. This is you, the...
“LIKE” You
Getting people to LIKE you is really about
sharing the same values and underlying
behaviours. Being fun, inform...
BUT, How Do I TRUST You?
Involves 3 Core Ingredients
Permission
Privacy
Personalisation
@doylebuehler
So, I KNOW You & LIK...
Your Customer may not be “scared” to trust
you, they just want and expect you to be
accountable to them
@doylebuehler
What’s Your
“Transformation”
Strategy?
@doylebuehler
@doylebuehler
Permission “Permission marketing is the privilege (not the right)
of delivering anticipated, personal and relevant
message...
ATM
• [visual of ATM]
Source: Daniel Priestley, Dent Global
@doylebuehler
Privacy
“Privacy is the number one concern from online consumers, with 86% of users taking active
steps to improve their s...
Transformation Road Map
@doylebuehler
Personalization
Personalized marketing is the implementation of a strategy by which
companies deliver individualized conte...
@doylebuehler
How do you deliver
Your Customer
Experience Through
Personalisation?
1. Purpose
@doylebuehler
2. Patterns
@doylebuehler
3. Platform
@doylebuehler
4. Process
@doylebuehler
5. Produce
@doylebuehler
Are YOU Getting 1 Click Closer?
@doylebuehler
@doylebuehler
@doylebuehler
I’m Giving Away A Paperback Copy of My
NEW Book on Digital Strategy -
“#Breakthrough – Unleash Your
Remarkable Brand Value...
Download Slide Deck on Slideshare.net
(with extra content)
bit.ly/doylebuehler32
Doyle Buehler
@doylebuehler
+61 413 106 880
doyle@dept.digital
@doylebuehler
http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://...
IntroConnectingLeadersToDigital
“Are you ready to
join me on the epic
quest to close the
digital divide, expel
the interne...
BONUS Materials
And it WON’T Be Televised
Transformation Ecosystem
http://www.thirdwavebook.com/
Steve Case, Founder of AOL
There Are 3 Waves of Digital Business
“In the Third Wave, disruption
cannot be a mantra; it has to
be a strategy.”
https://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/ @doylebueh...
"Digital Disruption Is Not About
Technology"
Jeanne Ross, principal research scientist at MIT Sloan's Center for
Informati...
AND,
You don’t need to be a startup
to create disruption in your
industry.
Or even be the next “amazing” founder
Disrupt Or Die
Disrupt Or Die
What Is Your
“Greatest Work”?
• Healthcare/Pharma/Biotech
• Information & Communication
Technologies and Services
• Indust...
@doylebuehler
CanYou
ReadUpside
Down?
@doylebuehler
• Push-out Competitors
• Connect With Customers
• Create Long-Term Value
Are You Ready
For Disruption
Now?
Disrupted or Disruptor?
DISRUPTED Purpose Patterns Platform Process Produce DISRUPTOR
YES NO YES NO NO Instagram
YES NO NO...
What To Do Next?
Four Final Questions for the C-level
#
What is your “vision of value” for
improving the lives of your
customers?
#
What are your key digital
strategies and frameworks to get
you there?
#
How will you architect your
business & marketing?
#
How will you put your value into
action?
Disrupted or Disruptor?
BONUS INFORMATION
What Causes the most stress
in business?
• 9% - Sales Not Converting
• 9% Not enough prospects
• 45% - Too busy to be stra...
What would help your
business succeed?
• 20% - A large loan or working capital
• 56% - an experienced mentor
• 16% - some ...
@doylebuehler
Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler
ATM
• [visual of ATM]
@doylebuehler
@doylebuehler
Delivering Value To Your Audience
[Nurturing visual]
Nurturing the conversation and delivering consistent brand value
• [v...
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
Global Digital Marketing Summit By Doyle Buehler  - Building Trust in Digital Business Transformation for Business Innovators
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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

Veröffentlicht in: Leadership & Management
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Global Digital Marketing Summit By Doyle Buehler - Building Trust in Digital Business Transformation for Business Innovators

  1. 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. 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?
  3. 3. 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
  4. 4. The Digital Revolution Is Here @doylebuehler
  5. 5. We Now Live In A Massive, Global, Connected, Disruptive Economy @doylebuehler
  6. 6. Business Is CLEARLY Not The Same As It Used To Be @doylebuehler
  7. 7. @doylebuehler Is Digital Transformation Killing Businesses?
  8. 8. You Are 1 Click Away from Disaster @doylebuehler
  9. 9. Social Selling? No, NOT Transformation @doylebuehler
  10. 10. @doylebuehler The Common Thread? Businesses That Transform & Evolve Become Remarkable.
  11. 11. Digital Transformation is about redefining your Value Proposition that resonates with your buyer’s journey @doylebuehler
  12. 12. “Show Me The Money!” • Video or still image – Jerry MacGuire • Jerry MacQuire “Moments” – What’s yours? @doylebuehler
  13. 13. 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
  14. 14. 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
  15. 15. 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.
  16. 16. @doylebuehler
  17. 17. “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
  18. 18. “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
  19. 19. BUT, How Do I TRUST You? Involves 3 Core Ingredients Permission Privacy Personalisation @doylebuehler So, I KNOW You & LIKE you…
  20. 20. Your Customer may not be “scared” to trust you, they just want and expect you to be accountable to them @doylebuehler
  21. 21. What’s Your “Transformation” Strategy? @doylebuehler
  22. 22. @doylebuehler
  23. 23. 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
  24. 24. ATM • [visual of ATM] Source: Daniel Priestley, Dent Global @doylebuehler
  25. 25. 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
  26. 26. Transformation Road Map @doylebuehler
  27. 27. 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
  28. 28. @doylebuehler How do you deliver Your Customer Experience Through Personalisation?
  29. 29. 1. Purpose @doylebuehler
  30. 30. 2. Patterns @doylebuehler
  31. 31. 3. Platform @doylebuehler
  32. 32. 4. Process @doylebuehler
  33. 33. 5. Produce @doylebuehler
  34. 34. Are YOU Getting 1 Click Closer? @doylebuehler
  35. 35. @doylebuehler
  36. 36. @doylebuehler
  37. 37. 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
  38. 38. Download Slide Deck on Slideshare.net (with extra content) bit.ly/doylebuehler32
  39. 39. Doyle Buehler @doylebuehler +61 413 106 880 doyle@dept.digital
  40. 40. @doylebuehler
  41. 41. 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
  42. 42. 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
  43. 43. BONUS Materials
  44. 44. And it WON’T Be Televised
  45. 45. Transformation Ecosystem
  46. 46. http://www.thirdwavebook.com/ Steve Case, Founder of AOL There Are 3 Waves of Digital Business
  47. 47. “In the Third Wave, disruption cannot be a mantra; it has to be a strategy.”
  48. 48. 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
  49. 49. "Digital Disruption Is Not About Technology" Jeanne Ross, principal research scientist at MIT Sloan's Center for Information Systems Research
  50. 50. AND, You don’t need to be a startup to create disruption in your industry.
  51. 51. Or even be the next “amazing” founder
  52. 52. Disrupt Or Die Disrupt Or Die
  53. 53. What Is Your “Greatest Work”? • Healthcare/Pharma/Biotech • Information & Communication Technologies and Services • Industrial & Manufacturing • Financial Services, Banking/Financial Insurance • Consumer Goods, Services & Retail
  54. 54. @doylebuehler
  55. 55. CanYou ReadUpside Down? @doylebuehler
  56. 56. • Push-out Competitors • Connect With Customers • Create Long-Term Value Are You Ready For Disruption Now?
  57. 57. 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
  58. 58. What To Do Next? Four Final Questions for the C-level
  59. 59. # What is your “vision of value” for improving the lives of your customers?
  60. 60. # What are your key digital strategies and frameworks to get you there?
  61. 61. # How will you architect your business & marketing?
  62. 62. # How will you put your value into action?
  63. 63. Disrupted or Disruptor?
  64. 64. BONUS INFORMATION
  65. 65. 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
  66. 66. What would help your business succeed? • 20% - A large loan or working capital • 56% - an experienced mentor • 16% - some recognition/fame • 8% - Better tech
  67. 67. @doylebuehler
  68. 68. Zero Moment of Truth? 7 Hours 11 Touchpoints 4 Channels @doylebuehler
  69. 69. ATM • [visual of ATM] @doylebuehler
  70. 70. @doylebuehler
  71. 71. 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

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