How To Crush Your ATM Online The Digital Leadership Training Series with Doyle Buehler Want to build and maintain a compelling competitive online presence using your ATM? Based upon Doyle Buehler's award winning digital strategy framework, this Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc) Specifically designed to complement the 5P framework, you will get a step-by-step understanding over 3 webinars that kicks your platform into high gear, with the tools and knowledge to really make things happen online for your business... The 3 part break down... Webinar 1 - Rocking Your Digital Ecosystem Tuesday, 12 May 2015 8:00pm Learn the 7 Disciplines of digital leadership for a successful online presence Create a digital strategy framework that connects your value with the needs of your online audience How to master your content and develop your voice online to deliver your core value Webinar 2 - Squeezing Social Media Through Your Brand Story Tuesday, 19 May 2015 9:00pm How to utilise social media and sharing concepts across your online platform Learn how to measure social media ROI for more effective marketing How to enhance your brand story through videos and visuals Webinar 3 - Integrating and Escalating Your Kick-ass Online Platform Tuesday, 26 May 2015 8:00pm How to connect and re-align your website across your entire online platform What you actually need for a working, qualifying, sales and leads funnel Creating influence beyond your immediate reach through focussed advertising and analytics The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your ATM, and how to put all of your digital ecosystem pieces together, to work FOR you.

1. The Digital Leadership
Manifesto
“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
#ownonline

2. How To Crush Your ATM Online

3. Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler08

4. Hello, I’m Doyle Buehler
•Entrepreneur: Multiple Businesses in Online ecommerce & Digital Media
•Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
•Author: The Book on Digital Leadership for businesses – The Digital
Delusion.
#ownonline

5. Online Ain’t What It Used To Be

6. No Silver Bullets

7. I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Tweet @doylebuehler #ownonline

8. What Am I Here To Talk About?
• Help you understand the babble of Online
• Help you find the focus
• Help you action what you need to do
• Help you implement

9. What You Will Find Out Today
• What may be holding you back
• What you can do differently
• How to build a blueprint for a strong
digital ecosystem

10. • Webinar 1: Rocking Your Digital Ecosystem
• Webinar 2: Squeezing Social Media Through
Your Brand Story
• Webinar 3: Integrating and Escalating Your
Kick-ass Online Platform

11. What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

12. What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

13. What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

14. Ready to Get Started?
#ownonline

15. How I spent $250,000+ on a website
#ownonline

16. Deadly Digital
)1 300 681 911 * doyle@TheDigitalDelusion.com  www.TheDigitalDelusion.com

17. What Happens When Nobody Likes You?

19. The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST

25. Online Is
Not Easy
#ownonline

27. Do You Have A Digital Blueprint?

29. #ownonline
I’d Click That.

30. #ownonline

31. So, What ABOUT Digital Leadership?
Are You Ready to #ownonline

35. Wake UP! Your Audience Awaits!

36. It’s Not Just About
The “Like”,
the “cool” Website,
the social profile;
It’s MORE About the
CONVERSATION
#ownonline

37. What’s The REAL Story of
Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think Leadership
Think Authority
#ownonline

38. HOT Seat
What Is Your
Experience With
“ONLINE”? What
Has Happened To
You?
Email doyle@thedigitaldelusion.com

39. 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

40. INFLUENCE To ACTION
• Move your “audience” to your own lists and
own pages.
• Not about “engagement”
• About INFLUENCE
• WIIFM?

41. THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#ownonline

45. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Leads/Sales Funnel
Effective Digital Leadership is about being able to move
people into your own conversion/sales/lead funnels…
NOT just about a single transactional sale

46. Too Much Like Work?

47. Are YOU Ready To Build Your Digital
Leadership?

49. Authority & Awareness
Brand credibility & Relevance
Does your audience know you exist?

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

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

52. This Is Digital Leadership
How To Articulate & Organise Your
Value To Your Audience
“What’s In It For Me?”

53. WHAT VALUE Is Your Audience
Going to Receive?

54. What VALUE Are You Going To
Deliver?

55. 7 Simple Steps
1. Create an overriding strategy
2. Develop a clear content plan and roadmap
3. Utilise specific social media tools and sharing to grow your community
4. Create stunning and cohesive branding through videos and visuals
5. Align your website to create congruency with all your channels and your assets
6. Implement an automated sales funnel that accounts for all stages of your customer’s
buying process
7. Implement promotion & advertising to grow your audience beyond word of mouth;
utilise analytics to maximise your sales funnel
Free your mind
Build your customer desire
Engage your audience passion online

56. What IS Your Digital Blueprint?

57. • 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

60. The Digital Reality
• Most 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 businesses,
including your competitors”

61. 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

62. 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

63. Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”

64. 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

65. 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

66. What To Do Next?
• Go to the resources page and download:
– The full 18-point Strategy Questionnaire
– The Presentation – “How To Create A Strategic
Architecture”
• Answer the questions! Understand your Value!
– Create themes or “domains” to deliver Your VALUE through
YOUR CONTENT

67. Webinar Resources
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT
https://www.facebook.com/groups/onlineinnercircle

68. HOT Seat
• Where is your
brand with your
specific digital
strategy?
• Why?
• What is
happening?
Email doyle@thedigitaldelusion.com

70. What Are YOU Going To “TALK”
About?

71. WHO Are You Talking to?

73. 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

74. 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?

77. 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!

79. 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)?

80. 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.

81. What you need to do/tell
• Profile growth?
• Business growth?
• “Package” your content
– Webinars
– Signature series
– Discovery Journeys

82. 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

83. How To Launch Your Content Development
Program
• Step 1 – Define Your Persona
• Step 2 – Identify Your Channels – Where IS your audience?
• Step 3 – Define your Story, Your Goals – The Why, The Value
• Step 4 – Develop Your Content Types
• Step 5 – Create Your Schedule. STICK with it!
• Step 6 – Create Your Content Matrix - Distribute & Dominate
• Step 7 – Repurpose, Re-use

84. 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!

85. What To Do Next?
• Go to the resources page and download:
– The Multi-Question Content Questionnaire
– The Persona Discovery Questionnaire
– Content Idea Creator (KPI Version)
• Create Your Content Plan
– Tie in your strategy themes
– How many times do you post?
– Special events?
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT

86. Webinar Resources
http://thedigitaldelusion.com/kpi-webinar/
http://doy.li/1IwGotT
https://www.facebook.com/groups/onlineinnercircle

87. 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

89. You Too Can Be ONE! Only $49.95

90. The End of The Story?
It’s more about the conversation, the
community, as well as the connections that you
make
The conversion is the result of having a
strategy, having a process, and having all of the
pieces in place for your audience.

91. What’s Coming For
The Next Webinar?

92. Trust The Process

94. #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?

95. 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!

96. Where to go for more help?
#ownonline
• 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 0413106880
Slide Deck on Slideshare.net bit.ly/doylebuehler07

97. Where to go for more help?
#ownonline
• Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
• Take a look at the resources section for this
webinar:
http://thedigitaldelusion.com/kpi-webinar/

98. Questions?
Email doyle@thedigitaldelusion.com

99. The Digital Leadership Manifesto
“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
#ownonline