The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmacists - Live Screencast Event With Doyle Buehler - 2015 11
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Slide 1 The Digital Leadership Training Series For Pharmacists – with Doyle Buehler 1 The easy guide to converting your pharmacy ideas into a valuable online tool for your audience 2 Learn the rules like a pro, so you can break them like an artist – Pablo Picasso 3 Digital Leadership: How to be at the forefront of digital transformation Entrepreneurship: How to grow a remarkable online ecosystem, business and sales, Education: Learning the skills of Digital Strategy, Business Planning & Entrepreneurship Hello, I’m Doyle Buehler #OwnOnline Kicking Ass Online with digital leadership – doyle buehler MBA in 2002 - Leadership 4 Entrepreneurship: I help 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. 5 Welcome! Admin Stuff Slide deck on Slideshare http://bit.ly/doylebuehler22 Washrooms at the back?? Grab a coffee… cause I might just grab one 6 I’m Giving Away A Paperback Copy of My Book on Digital Leadership - “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” For the BEST Question OR Your BIGGEST Challenge of Online Just Tweet! @doylebuehler #ownonline The Book on Digital Leadership for Businesses 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. 7 What are your biggest challenges online? Please share @doylebuehler 9 Online Ain’t What It Used To Be Back a decade ago, online was hard. Now it still is, and it is also confusing! $250,000 was a big investment; tech was expensive. Since then DIY came in, with free websites and everything else. So there was a huge proliferation in all of the websites that were going “online”. The new problem is how to connect all of the different pieces together – the social media, the SEO, the website, the lead generation, and of course the Return on Investment. 10 No Silver Bullets We’ve all discovered that it’s not easy – there is no silver bullet 11 Not Just About Selling Pills Online… 12 The ultimate goal? Stop hoping digital works 13 What Am I Here To Talk About? Help you understand the babble of Online Help you find the focus with online for your pharmacy Help you action what you need to do Help you implement I’m going to tell you the 5 specific action steps that you can do to increase your real ROI. And no, it’s not a magic formula either. 14 What You Will Find Out Today What may be holding you back with digital/online What you can do differently than other pharmacists How to build a blueprint for a strong digital ecosystem for your pharmacy Ready to Get Started? #ownonline It’s easier than you think. It will only hurt a bit 16 How I spent $250,000+ on a website #ownonline 17 The PAIN of Online Business No Real Community No Real Leads No Real Sales No Real Profit No KNOWN Results Just COST-COST-COST I feel your pain. No conversions = no business This is where I will take you today – finding out what will really work 18 What Happens When Nobody Likes You? Do you feel all alone sometimes with “stuff” online 19 Online Is Not Easy #ownonline I’m not telling you it’s going to be easy, I’m telling you it’s going to be worth it. 23 So, What ABOUT Digital Leadership? Are You Ready to #ownonline Social Media & Digital Leadership You can put your head in the sand, or step up into digital leadership Who’s with me to ownonline? This is what we are going to figure out for you today 24 Still Fighting Fires With Online? There is a lot of confusion online – and we sometimes spend most of our time fighting fires…. Working in an ad agency is really like fighting fires. I realised that a lot of better things could be done by organising and preparing and managing, to allow for you to properly address all of the issues of online, and not just jump from fire to fire. 25 Get The Right Tools #ownonline 26 Wake UP! Your Audience Awaits! The problem is there is just to much going on at times. You want to wake up but you can’t You feel like you are stuck. You’re trying to wake up your audience but your not really sure how to do it, or what to do. 27 It’s Not Just About The “Like”, the “cool” Website, the social profile; It’s MORE About the CONVERSATION #ownonline It’s more about creating the connections. 28 BUSINESS ONLINE? Customer Brand Development Model 30 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”? 31 “Just because they are not actively shopping, doesn’t mean they will never buy from you!” The Problem With “Online” For Pharmacists? Effective Digital Leadership is about being able to move people into your own conversion/sales/lead funnels… NOT just about a single transactional sale The worst part is assuming that a contact us page will actually be used. 32 Building an effective digital ATM – Ascending Transaction Model Product funnel 33 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 This is your real value and your online goals. Do you agree or disagree? This is what a social media strategy will do 34 INFLUENCE To ACTION Move your “audience” to your own lists and own pages. Not just about “engagement” About INFLUENCE WIIFM? To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there? 36 HOT Seat What Is Your Experience With “ONLINE”? What Has Happened To You With Your Pharmacy? Email firstname.lastname@example.org 37 Are YOU Ready To Build Your Digital Leadership? Without having to drop your pants and cough? 39 Authority & Awareness Brand Credibility & Relevance Does your audience know you exist? What Is Digital Leadership? 40 Influence & Inspiration Brand “active” audience About “you”! Knowledge & Expertise Expertise in your industry/niche Combining all the elements of digital media 42 You Too Can Be ONE! Only $49.95 But wait, there’s more! 43 You Need TO DEMONSTRATE Authority & Awareness Influence & Inspiration Knowledge & Expertise 44 No, You Don’t Need To Be A… Ninja Guru Yogi Supreme Leader Just a Pharmacist that wants to grow their audience and sales, by creating an environment that your audience ENJOYS. 45 What you do need to understand is the 7 Disciplines of digital leadership and how they fit together to help you build influence, authority and knowledge 46 This Is Digital Leadership How To Articulate & Organise Your Value To Your Audience “What’s In It For Me?” WHAT VALUE Is Your Audience Going to Receive? What VALUE Are You Going To Deliver? 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 The ONLY 2 Things You Need To START With What are the underlying factors? 58 The Digital Reality Most pharmacy 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 pharmacists, including your competitors” 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 email@example.com Take some time to answer these questions. The more detailed questions are in the resources page 61 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 Case Study - RedBull What are they about? Excitement Entertainment “Energy” Value? Become a better person More motivated “Adrenalized” What can they then talk about? 63 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 64 HOT Seat Where is your brand with your specific digital strategy? Why? What is happening? Email firstname.lastname@example.org What Are YOU Going To “TALK” About? WHO Are You Talking to? 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 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? 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! People don’t want more content; they want better content. Add value, not volume. 74 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)? 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. 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 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 How TO EXPLODE Your Content (Webinar Example) Run your Webinar Record screencast video as a prerecorded webinar (Camtasia) Use the recorded video as part of your training program Record (or separate) audio and post as a podcast/audio file on soundcloud.com or itunes Use your presentation and post to Slideshare.com Write a blog post and embed the video, audio and slideshare presentation onto your website Use the individual slide images as branded images on your visual social channels – instagram, Facebook, Twitter #8 SHARE! SHARE! SHARE! Better Than Sliced Bread? Create 1% of your own Content Copy & Share 9% [Content] of Your Influencers 90%? Join the conversation – share others, discuss, comment The ‘Magical’ 90/9/1 Social Media Sharing Ratio 81 Gary Vaynerchuk on social media – There is no sale without the story; no knockout without the setup 82 HOT Seat How are you developing your content? Do you have a schedule? Have you defined your channels? Do you have a persona? Email email@example.com Trust The Process Don’t just stand there staring… The ultimate goal? Stop hoping digital works 87 Don’t Forget to Have fun. #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? Who has debated ROI? Who won the debate? Are you training for the marathon or the sprint? 89 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! Linkedin Publish is gaining in importance 90 Don’t Forget To Practice… Once you have the main elements of the platform in place – keep exercising! Now you can go back to each core section, to give you that clarity that you need along the way. 91 Are You Ready For The Digital Leadership Challenge? If you want to register in advance sign up on /kpi-webinar 92 To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there? 93 The End of The Story? It’s more about the conversation, the community, as well as the connections that you make through your ENTIRE ONLINE PLATFORM. The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience to SEE. Developing your digital leadership in social media – understanding your strategic architecture 94 Your Social Media Leadership Challenge DIGITAL Developing your digital leadership in social media – understanding your strategic architecture It’s more about the conversation, the community, as well as the connections that you make What conversations are you having with your audience How are you building your community around your value What corrections are you creating with your audience The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience. 95 Where to go for more help? Let’s connect on Twitter, Linkedin, Facebook – Just search ‘Doyle Buehler’ @doylebuehler Need any Tips? Please email me with ANY questions firstname.lastname@example.org Call me +61 413 106 880 (Australia) Call me +1 403 616 0273 (Canada/US) #OwnOnline You can also download all of the worksheets for each frame, from the site www.thedigitaldelusion.com/kpi-webinar 96 Seminar Resources Slide Deck on Slideshare.net bit.ly/doylebuehler22 Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircle I have some new items up there – new worksheets, new resources 97 Thank YOU for Listening. Questions? Email email@example.com Connecting leaders to digital. Doyle Buehler online. 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? 99 I’m Giving Away A Paperback Copy of My Book on Digital Leadership - “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” For the BEST Question OR Your BIGGEST Challenge of Online Just Tweet! @doylebuehler #ownonline The Book on Digital Leadership for Businesses 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. 100 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 101 Discover Your True Digital Leadership Potential https://calendly.com/doylebuehler/30min We’ll go through the 7 disciplines and give you some focus What do I do? I help entrepreneurs grow their online ecosystem, business and sales, through digital leadership 102 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 tool 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. Now is the time to become the digital leader in business Now is the time to build your online empire 103