The document discusses creating a breakthrough social media strategy for 2020 and beyond. It notes that while social media provides access to billions of people, it also means greater competition and noise. To grow a business with social media requires having a solid digital strategy that aligns with what audiences seek and can adapt to changing conditions. The document advocates developing a "keystone" growth framework using a "hero's journey" approach that focuses on the customer's goals and maps their social/digital experience with a business's offerings. This can help capture audiences and create a compelling strategy beyond just social media use.

1. Creating a Breakthrough
Social Media Digital
Strategy for 2020 And
Beyond
Doyle Buehler, MBA
@doylebuehler
Social Media Marketing
Summit 2019

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;

4. It’s never been easier to
get your ideas out there
with social media, but
it’s the hardest time
because there is so
much more noise out
there
HOW do you GROW With
Social?

5. Wasn’t Social Media Supposed to SAVE
your business – not destroy it?

6. Wasn’t Social Media Supposed to
make business EASIER?
LESS complicated?

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

10. *In business for 17+ years
*Built multiple tech/ecomm 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

11. Ask me later on how to get a free
copy of my NEW Book on Digital
Strategy - “#Breakthrough –
Unleash Your Remarkable Brand
Value, Influence & Authority”
Start Your Transformation Journey
Breakthrough.Digital
@doylebuehler

12. The Early Days of Social Media?

13. Where are YOU now?

14. Where Could You Be?
Where Could You Grow?

15. What does 2020 hold?
Weren’t we supposed to have flying cars?

16. Social media is maturing
as an industry; it's simply
not what it used to be. No
longer can you just set up
a profile, page or a group
and hope that your
businesses starts to see
the "halo" effects.
It’s no longer just about your posts and likes.
It's not about the number of fans. But, I'm sure
you've already realised that.

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

18. You're only one click away from your competitors.
Businesses without a solid digital strategy for their
social media will not be able to breakthrough the
clutter and noise of what is there and what is
coming.

19. It's going to be a brave, new digital world in 2020 - but only for
those businesses who take the time to create an effective
strategy that aligns their value with what their audience is
actively seeking to solve their challenges. And, a strategy that
helps your business correct itself upright under all conditions
that you encounter.
@doylebuehler

20. The “Missing Bullets” is
your strategy
of social media“The armor doesn’t go where the
bullet holes are. It goes where the
bullet holes aren’t: on the engines”
– Abraham Wald
We have to look
deeper… the
“answer” is not
always right in
front of us.
@doylebuehler

21. These are the “Glaciers”, the Trends of
change for Social Media For 2020 & Beyond
Trends don’t care if you don’t know about
them…but they continue to sculpt the
landscape.

22. #1We are in the age of self-
innovation & creativity.
We all want to be a Picasso,
Steven Spielberg or Lady Gaga
to create our work of art, our
masterpieces.
Your social media has to understand, support
and encourage.

23. #2We are in the age of behaviours - it’s beyond data and what data means.
There are no more clear lines that simply delineate “personas” or ‘avatars’;
we need to focus on the behaviours
Your social media has to understand, support
and encourage.

24. #3 We are in the age of Human-ness
#4 We are in the age of Reducing friction
#5 We are in the age
of zero trust
•Privacy
•Permission
•Personalization Your social media has to understand, support
and encourage.

25. >Influencers won’t save you - they are fading
>New fans won’t save you – not all fans are
created equal
>Posting won’t save you – there’s no real
business
>Publishing won’t save you – publishers have
died
>“Content” alone will not save you – as there is

26. AI and chatbots? New social
networks? New platforms? New
tools? These are all tactics –
tools in your toolbox - not
strategies.
What about?

27. Tom Goodwin, Tech Crunch 2015

28. YET…
WeWork founders did not get their startup to a $47
billion dollar company in just 9 years by constantly
posting on social.They had a purpose. A Story.They
took us on a journey.

29. Wework - knows the journey of their audience
Uber - knows the journey of their audience
Airbnb - knows the journey of their audience
Do you?

30. Yet, not everyone is even ready for
social media
Are you?

31. There has to be a better way…
What does it really all mean?

32. In the Digital Age,
journey matters now
more than ever for
GROWTH.
If you have a strategy you can tell
your true journey. You can GROW
your business with a journey.

33. The journey is what gives your
customer clarity & certainty about
their future.
This is your strategy. You control the
narrative, the roadmap.

34. It’s not a journey 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.

35. Nor even about being the next “amazing”
founder

36. The Hero’s Journey is about
your customer, the hero of
their story.
What are we
supposed to do?

37. How Do We Build Your
Journey, Your Strategy, Your
Growth with Social Media?

38. Social media Is a Journey
Move from the single, transaction to the
transformational journey
How do we create the journey?

39. The keystone concept
We need a Growth
Framework; a ”Keystone”
methodology to hold all the
pieces of digital, “up”.
Social media Is a Journey

40. Or it simply is rubble

41. Roman coliseum
But what amazing
things you can do
with it.

42. The Growth of Your
Business Depends on
You Developing Your
Digital Genius• Being Competitive in the digital environment
• Developing New Customers Online
• Demonstrating “Digital Leadership”
• Understanding & Knowledge about what works online and what
doesn’t
Social media Is a Journey

43. Your Don’t Need To
Be Albert Einstein To
Be A #DigitalGenius
It’s your strategic thinking

44. You just need to be able
to tie all the pieces of
your digital ecosystem
together…
…properly

45. What’s Your Digital Genius?
Skills & Leadership in Social
Awareness&Knowledge
ofSocial
Digital Genius Zone
Clarity & Certainty –
understanding of
Social to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business with Social
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘social’ but
can’t fully implement
within business

47. @doylebuehler

48. The Journey to the “Zero Moment of Truth”
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

49. @doylebuehler
Social media Is a Journey

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

51. How Do We Tie It All Together?

52. The
#Breakthrough
Digital Strategy
Framework
1. Unleash your digital genius
2. Create a remarkable journey worth
remembering
3. Build a compelling strategy that
delivers your unique value
4. It’s more than social media
@doylebuehler

53. Think of it like 7 Buckets…

54. http://bit.ly/strategycanvas

55. Your #Breakthrough Strategy
Your ”Keystone”
Your Digital Genius
Your Growth

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

57. 1) Who is your hero - what are they thinking
and feeling & doing?
2) Translate your Hero’s journey - what do they
really want - what they are telling you and not
telling you?
3) Map the social/digital journey with your
digital assets, platform, value, marketing.
4) Build a #Breakthrough strategy that creates
growth & certainty with Social Media.
How To Create & Capture
The Remarkable Journey:

58. Capture.
Their Brilliant
Journey

59. Capture.
Their Compelling Journey

60. Capture.
Their Human Journey

61. Capture.
Your SOLUTION with THEM.

62. Your Survival Is Not Assured.
Your Growth is never
“Automated”; it’s never ”just”
about Social Media, either.

63. @doylebuehler
What’s Killing
Businesses?
60% of small businesses cease operating
within the first three years of starting.
…They stop thinking strategic, long-term.

64. You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Social Media Challenge

65. 1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Creating the
Journey That will Inspire Your Ideal
Customer to Invest in a better future with
you.
2) Deliver THE Story Online consistently -
getting all the digital pieces in order so you
can grow.
Your Social Media Challenge

66. You’re Doing It Wrong IF…
If You Have to Tell Me How
Awesome You Are
There is no direct sales pathway or
understanding
Thinking Cute and Clever Leads to
Conversions
What’s In It For ‘Me’ WIIFM?
Expecting your audience to
automatically reach out

67. What’s 1 Degree off Course?
Strategy is the 1º for Growth

68. What are you going to use?

69. Journey Matters in creating your
own certainty, your own future, your
own growth for your business.
This is your Social Media strategy.

70. Remember - it’s a journey- it’s about your hero’s
journey - your ideal client’s journey.
We want to be Luke Skywalker, but must be like
Yoda
@doylebuehler

71. Create the call of adventure for your
Hero to Grow Your Business.
Tell THEIR Journey with Your
Strategy.

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

73. Don’t let it get in
your way.
😂 😂 😂

74. www.Leadership.Digital
Take the #DigitalGenius Assessment &
Get a Free Paperback Copy Of
#Breakthrough & Links to Business
Canvases

75. @doylebuehler
Please Reach Out &
Introduce Yourself
After The
Presentation

76. @doylebuehler

77. Unleash Your Digital Genius
@doylebuehler
Doyle Buehler
QUESTIONS?