the digital prescription for pharmacy event - digital leadership for pharmacists - live screencast...

•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

Welcome!• Admin Stuff• Slide deck on Slideshare

http://bit.ly/doylebuehler22Washrooms at the back??

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

Online Ain’t What It Used To Be

No Silver Bullets

Not Just About Selling Pills Online…

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

What You Will Find Out TodayWhat may be holding you back with digital/onlineWhat you can do differently than other pharmacistsHow to build a blueprint for a strong digital ecosystem for your pharmacy

Ready to Get Started?

#ownonline

How I spent $250,000+ on a website

#ownonline

The PAIN of Online BusinessNo Real CommunityNo Real LeadsNo Real SalesNo Real ProfitNo KNOWN ResultsJust COST-COST-COST

What Happens When Nobody Likes You?

Online Is Not Easy

#ownonline

So, What ABOUT Digital Leadership?

Are You Ready to #ownonline

Still Fighting Fires With Online?

Get The Right Tools

#ownonline

Wake UP! Your Audience Awaits!

It’s Not Just About The “Like”,

the “cool” Website, the social profile;

It’s MORE About the CONVERSATION

#ownonline

BUSINESS ONLINE?

“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

It’s About Your Online PurposeNOT 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

INFLUENCE To ACTION• Move your “audience” to your own lists and

own pages.• Not just about “engagement”• About INFLUENCE• WIIFM?

HOT SeatWhat Is Your

Experience With “ONLINE”? What Has Happened To

You With Your Pharmacy?

Email doyle@thedigitaldelusion.com

Are YOU Ready To Build Your Digital Leadership?

Authority & Awareness

Brand Credibility & RelevanceDoes your audience know you exist?

Influence & Inspiration

Brand “active” audienceAbout “you”!

Knowledge & Expertise

Expertise in your industry/nicheCombining all the elements of digital media

You Too Can Be ONE! Only $49.95

You Need TO DEMONSTRATE

Authority & AwarenessInfluence & Inspiration

Knowledge & Expertise

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 environmentthat your audience ENJOYS.

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

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 doyle@thedigitaldelusion.com

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”

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

HOT Seat• Where is your

brand with your specific digital strategy?

• Why?• What is happening?

Email doyle@thedigitaldelusion.com

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!

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 PersonaTARGET 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)

1. Run your Webinar2. Record screencast video as a prerecorded webinar (Camtasia)3. Use the recorded video as part of your training program4. Record (or separate) audio and post as a podcast/audio file on soundcloud.com or

itunes5. Use your presentation and post to Slideshare.com6. Write a blog post and embed the video, audio and slideshare presentation onto your

website7. 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

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

Trust The Process

Don’t just stand there staring…

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?

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!

Don’t Forget To Practice…

Are You Ready For The Digital Leadership Challenge?

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.

Your Social Media Leadership ChallengeDIGITAL

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 doyle@thedigitaldelusion.com• Call me +61 413 106 880 (Australia)• Call me +1 403 616 0273 (Canada/US) #OwnOnline

Seminar ResourcesSlide Deck on Slideshare.net

bit.ly/doylebuehler22

Join The Online Inner Circle Facebook Group:

https://www.facebook.com/groups/onlineinnercircle

Thank YOU for Listening.

Questions?

Email doyle@thedigitaldelusion.com

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

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