Isn’t it cool - it’s the greatest time in history, as we have access to literally billions of people around the world. Yet, it’s also the worst time in history because we have access to… literally billions of other people around the world. Competition is fierce; you’re essentially 1-click away from disaster. It’s never been easier to get your story out there, but it’s also the hardest time because there is so much more noise out there. Isn't business fun? In the Digital Age, story matters now more than ever. If you have a strategy you can tell your true story. If you don't, you get lost in the noise of everything else. We were born to tell stories & we know how to listen to them, but rarely how to tell them. The story is what gives your customer clarity & certainty. It’s not a story about how awesome you are. Nor even how you might be the next “amazing” founder. Nor how you are going to “change the world”. They’ve heard it all before. Nothing seems to work in marketing? Can’t figure out who to blame? Ask yourself, what’s your strategy & how are you telling your story? Story matters in creating your own certainty, your own future for the real hero, your customers. This is your strategy. Welcome to digital storytelling. #digitaltransformation #strategy #leadership

1. Digital Strategy & Storytelling
for Business Leaders
Doyle Buehler, MBA
@doylebuehler
The Greatest Story Never Heard?

2. Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.

3. It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world. Competition is fierce;
…you’re 1 click away from disaster

4. It’s never been easier to
get your story out there,
but it’s the hardest time
because there is so
much more noise out
there

5. What’s the
difference between
Yoda & Luke
Skywalker?

6. *In business for 16+ years
*Built multiple tech/ecom 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

7. The $350,000 Website

8. Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso
Learn the rules like a pro, so you can break
them like an artist – Pablo Picasso

9. Where are YOU now?

10. Where Could You Be?

12. In the Digital Age, story
matters now more than
ever.
If you have a strategy you
can tell your true story &
get past the clutter.

13. A website by itself doesn’t work -
most of them are just brochures.
Build a website and no one shows up,
SEO doesn’t really work anymore, the
confusion for traffic. People going to
your website and nothing happens - is
the website a problem or is it traffic,
which ads should I buy…? If your
toolbox only has a hammer, every
problem is a nail, content marketing
for ‘free’ traffic...takes 6-12 months,
doesn’t always work. Is it the website
or is it the agency? Can’t figure out
who to blame. What’s missing from
this picture - The Strategy.

14. Can’t figure out who to
blame?
What’s Your Strategy?

15. There has to be a better way

16. We were born to tell stories
& we intuitively know how
to listen to them, but rarely
how to tell them, or tell
them with impact.

17. Your customer is the hero’s
journey, that can fade into the
distant without the right pieces in
place.

18. The story is what gives your
customer clarity & certainty.
This is your strategy. You control the
narrative

19. It’s not a story about how
awesome you are, along with
your amazing tech &
company
Nor how you are going to
“change the world”. They’ve
heard it all before.

20. Nor even be the next “amazing” founder

21. The Hero’s journey is about
your customer, the hero of
their story.

22. How Do We Build Your Story,
Your Strategy.

23. The keystone concept
We need a ”Keystone”,
a framework,
methodology to hold it
all “up”.

24. Roman coliseum
And what amazing things
you can do with it.

26. The #Breakthrough Digital Strategy Framework

27. #1 Discovery & Strategy

29. 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

30. 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

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

32. #2 Content Planning
& Creation

35. 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

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

37. WHO Are You Talking to?

40. #3 Social & Sharing

42. @doylebuehler

44. #4 Video Content
& Visuals (Branding)

45. “The use of images, videos,
infographics, presentation
and other visuals on all
online digital channels to
craft a graphical story
around your key brand
values and offerings ”
Visual Storytelling

46. Not About Cute Kittens

47. Visuals
• Liked 2x more than text only
• Articles with relevant images have 94% more
total views than articles without images
• This is Visual storytelling

48. Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighting
Google/Youtube
over video

49. #5 Web Alignment

50. Have Your Created A Website Specification To Capture These?

51. Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wrong
• Blunder #2: Being Cute and Clever
Doesn’t Lead to Conversions
• Blunder #3: What’s In It For ‘Me’
WIIFM?
• Blunder #4: Expecting a Contact Us
Page to work as a lead generator

53. #6 Online Lead
Generation

54. Can’t Sell? Neither Can Sales People
• 48% of sales people never follow up with a prospect
• 25% of sales people make a second contact and stop
• 12% of sales people only make three contacts and stop
• Only 10% of sales people make more than three contacts
• 2% of sales are made on the first contact
• 3% of sales are made on the second contact
• 5% of sales are made on the third contact
• 10% of sales are made on the fourth contact
• 80% of sales are made on the fifth to twelfth contact

55. And, it’s never been
easier to find your
buyers, yet it’s been
harder and harder
to sell.
“Selling – your
product, your
service, your
content, your
idea, yourself -
has changed
more in the last
10 years than in
the last 100
years.” Daniel
Pink

56. @doylebuehler

57. Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

58. @doylebuehler

59. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Value Sequence
Effective Digital Leadership is about being able to move people
into your own conversion/sales/lead value sequence…
NURTURE-BUILD value over time
NOT just about a single transactional sale
@doylebuehler

60. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence

63. 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

64. #7 Advertising & Analytics

65. Word Of Mouth Only Goes So Far

66. How To Create A Successful Ad
Campaign
Step 1: Identify Your Persona
Step 2: Identify Your Channel(s)
Step 3: Clarify Your Purpose
Step 4: Set Your Budget & DEFINE Your ROI
Step 5: Develop Your Messaging & Visuals
Step 6: Run a Test program
Step 7: Use Remarketing Pixels
Step 8: Measure, Test, Optimise

67. Analytics
You Can’t Measure
What You Can’t
See?

68. 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?

69. The #Breakthrough
Strategy
Your ”Keystone”

70. Digital is harder.
If you’re not prepared.

71. Think of it like 7 Buckets…
To organize your workflow… & put out fires

72. The Hero’s journey is about
your customer, the hero of
their story.
Remember

73. 1) Who is your hero - what are they thinking
and feeling?
2) Write your Hero’s journey - what do they
really want - what they are telling you and
not telling you?
3) Map the digital journey with your digital
assets, platform, value, marketing.
4) Build a strategy that creates certainty.
How To Create & Capture
Your Remarkable Story:

74. Capture.
Their Brilliant Story

75. Capture.
Their Compelling Story

76. Capture.
Their Human Story

77. Capture.
Your SOLUTION with THEM.

78. See where it can take you.
Capture The
#Breakthrough
Strategy

79. Your Survival Is Not Assured.

80. @doylebuehler
What’s Killing
Businesses?
*A total of 250,242 entities were deregistered from the Australian
Securities and Investments Commission by June 30 2018
*According to the Australian Bureau of Statistics, more than
60% of small businesses cease operating within
the first three years of starting.

81. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Strategy Challenge

82. 1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Writing the
Story That will Inspire Your Ideal Customer to
Invest in a better future with you.
2) Delivering Your Story Online - getting all
the digital pieces correct so you can put your
story out into the world.
Your Digital Strategy Challenge

83. What’s 1 Degree off Course?
Strategy flies the
course.

84. Remember - it’s not about your story - it’s about
your hero’s story - your ideal client story. We
want to be Luke Skywalker, but must be like Yoda
@doylebuehler

85. Be the Yoda. Be the ‘Guide’, the Mentor.
Because Story Matters in creating your
own certainty, your own future for the real
hero, for your business.
This is your strategy.

86. Create the call of adventure
for your Hero.
Tell THEIR story with Your
Strategy.

87. The Digital Revolution Is Here
@doylebuehler
Are You Ready For It?

88. @doylebuehler

89. 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

91. The Workshop

92. #1 Discovery & Strategy

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

96. 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

97. 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

98. #2 Content Development -
Storytelling

100. #6 Leads & Sales

101. @doylebuehler

102. Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

103. @doylebuehler

104. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Value Sequence
Effective Digital Leadership is about being able to move people
into your own conversion/sales/lead value sequence…
NURTURE-BUILD value over time
NOT just about a single transactional sale
@doylebuehler

105. ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence

109. 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

110. Building A
Nurture
Campaign
Buil ding A nur t ur e CAmpAign
Nurt ureSequeNceexampl e“FreedomFrom
FiNaNcial St reSS”campaigNSocial
media
poSt S
[daily]
audio
SouNdbit eS
[iNt erviewS]
videoS
ad
campaigNS
[Facebook]
bl og&
art icl eS
[l iNkediN,
bl og]
webSit e
empl oyer S
part NerS
l aNdiNg
pagea/b
“giFt ”1
checkl iSt
email
SequeNce
email #1t her oadt o Freedom
FromFiNaNcial St reSS
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
l iNkSt o:real - worl d
exampl eSt raiNiNg
l iNkSt o:r eal - worl d
exampl eSt raiNiNg
email #2Seemore*what caN
t hey See?
email #3do more*what caN
t hey do?
email #4*what caNt hey
have?
email #5put t iNgt hepieceS
t oget her
“product For proSpect S”
cal cul at or page&giFt #2
coNt iNue
SequeNceor
eNt er New
proceSS
@doylebuehler

111. What Can You Spend?

112. #3 Maximising Your Brand Value
Sequence
1. Define Your audience
2. Detailed “funnel” map
3. Landing Pages
4. Email
5. Content – visuals, video, text
6. Ads
7. Measurement
7El EmEnt st o maximisEYour BrandVal uEsEquEncE
What isit hoWit Works hoWt o hack it
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3
4
5
6
7
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@doylebuehler

113. Where are YOU now?
Where do you want to be going?

114. www.Leadership.Digital
Where are YOU now?

115. The Digital Revolution Is Here
@doylebuehler
Are You Ready For It?