1.
The State of Digital
2019 Q4
Doyle Buehler, MBA
@doylebuehler
Real World Knowledge
to Survive & Thrive In
The Digital Economy

2.
*In business for 18 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

3.
Agenda
• 1. Intro
• 2. Looking Back at 2019 - highlights and changes we've seen
• 3. Tools
• 4. Looking Forward at 2020 trends that will affect you in the
Digital Economy
• 5. Refining Your Digital Assets & Ecosystem in 2020
– Strategy mapping
– The Black Wire
– Digital Genius

4.
Here are
some of
the biggest
business
challenges
online.
What Are
Yours?

5.
Housekeeping
• Feel free to screenshot
• If you share, please tag @doylebuehler
• It’s a Learning Web Event, NOT a sales webinar
– here to show you what’s going on
– No programs to buy
– I even have a gift for you at the end
• Questions? Please type them in along the way & I’ll answer
them all at the end.

6.
#LookBack2019
1. Collaboration is Key
1. Focus on personas & collaboration (“Uber & Wework” on-demand collaborative models)
2. Finding best teams / best partners / best supports
2. Elephant in the Room: PVAC – Privacy, Voice,
Automation/AI & Chatbots
1. Privacy - Cambridge Analytica/The Great Hack Doco
2. Voice – Share of “Voice”
3. Automation – Process automation & Human Centred AI
4. Chabots - ManyChat
3. Social & Search
1. Testing “like” counts – what does it mean?
2. Google “Bert” Algo update – What does it mean?

7.
Automation/AI vs. Human Centred

8.
Chatbots

9.
SOURCE: https://www.socialmediatoday.com/news/new-report-examines-the-impact-of-
instagrams-hidden-likes-experiment-on-in/566887/

10.
BERT, which stands for
Bidirectional Encoder
Representations from
Transformers, is a neural
network-based technique
for natural language
processing pre-training.
In plain English, it can be used to
help Google better discern the
context of words in search
queries.

11.
How Does It Affect Business?
• “How can I optimize for BERT?” - There’s nothing to optimize for with BERT, nor
anything for anyone to be rethinking
• Google’s advice on ranking well has consistently been to keep the user in mind and
create content that satisfies their search intent. Since BERT is designed to interpret
that intent, it makes sense that giving the user what they want continues to be
Google’s go-to advice.
• “Optimizing” now means that you can focus more on good, clear writing, instead
of compromising between creating content for your audience and the linear
phrasing construction for machines.

12.
50 Years Ago – The “Internet” Was Born
The year 2019 will mark the 50th
anniversary of the first host-to-host
internet connection. Please think about
the next 50 years. Where will the
internet and digital life be a half century
from now?

13.
SOURCE: https://www.socialmediatoday.com/news/what-happens-on-the-internet-every-minute-2019-version-
infographic/558793/

14.
Source: https://wearesocial.com/blog/2019/10/the-global-state-of-digital-in-october-2019
Thanks to:
Simon Kemp
@eskimon
@hootsuite
@wearesocial

15.
WEF – World Economic Forum
Resources

16.
https://intelligence.weforum.org/topics/a1Gb0000001SH21EAG?tab=publications

17.
Tools For 2019/2020
• Ubersuggest.com – Traffic, Content & Positioning
• Answerthepublic.com – The “answer” is the question
• Buzzsumo.com – People & Topics
• FYI.to – Content Curation
• Repurpose.io – Content Repurposing
• Whatsapp/slack (groups & collaboration) ManyChat
• Tools.digital

18.
AnswerThePublic.com

19.
Looking Forward
• The Black Wire
• 5 Trends
• #DigitalGenius
• Assets & Ecosystems

20.
The Black Wire
“How to detangle, focus and
transform from the chaos of busy-
ness in the digital economy”
Doyle Buehler, MBA
@doylebuehler

21.
Which “Black Wire” Is The Longest?
@doylebuehler

22.
Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.
@doylebuehler

23.
It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world.
@doylebuehler

24.
It’s never been easier to get your ideas out there,
but it’s the hardest time because there is so much
more noise out there
@doylebuehler

25.
You're only one
click away from
your
competitors.
@doylebuehler

26.
Businesses without a
solid digital strategy
will not be able to
breakthrough the
clutter and noise of
what is HERE NOW
and what is coming.
@doylebuehler

27.
How Do You Change This…
@doylebuehler

28.
…Into This?
@doylebuehler
…With Your Digital Strategy

29.
“Strategy isn’t the dance, the
orchestra, nor even the stage
& lights. It’s like ”The Black
Wire” that transcends
everything to be seen & heard
in the performance itself. The
Black Wire detangles, focuses
and transforms those from
the chaos of busy-ness in the
digital age”
@doylebuehler

30.
It’s time to find your Black Wire…
@doylebuehler

31.
The Black Wire
>connects & integrates
>separates & removes chaos
>creates impact
>it’s the live “circuit” to help you
detangle and transform from the
chaos of busy-ness in the digital age
@doylebuehler

32.
>Influencers won’t save you - they are fading
>New fans won’t save you – not all fans are buyers nor created “equal”
>Posting won’t save you – there’s no real business
>“Content” alone will not save you – as there is no structure
It’s not always as EASY as it seems.
@doylebuehler
What are the 2020 Digital Business Trends?

33.
These are the “Glaciers”, the Trends of
change for 2020 & Beyond
Trends don’t care if you don’t know about
them…but they continue to sculpt the
economic landscape.
These are not the “tech trends”, as these
change on a never-ending basis – these
are the trends of digital culture and our
relationships with digital and business.
@doylebuehler

34.
#1 We 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 for the world to
enjoy.
Your digital has to be a platform for this, to
understand, support and encourage.
@doylebuehler

35.
#2 We are in the age of behaviours - it’s beyond data and what data means.
It’s more than just your credit card details. It’s how you react, respond and
seek out what you love online. There are no more clear lines that simply
delineate “personas” or ‘avatars’; we need to focus on the behaviours
Your digital has to understand what your
customer is telling you, and what they are not
telling you.
@doylebuehler

36.
#3 We are in the age of Human-ness. No longer
can everything be automated for business. It
simply does not work.
Your digital has to understand, support and
encourage a human-centric approach.
@doylebuehler

37.
#4 We Are In The Age Of Reducing
Friction. Anything that slows your audience
down is something that they will avoid. It’s
now, it’s instant.
Your digital has to provide a clear pathway, a
journey that has no obstacles.
@doylebuehler

38.
#5 We are in the age of zero trust, and we’re not going to
trust you until you give us a damn good reason.
•>How do you protect my Privacy
•>How do you create Permission
based marketing & selling
•>How do you Personalize the
experience that you offer so it is
unique?
Your digital has to “step up” and provide what
is expected, without conditions.
@doylebuehler

39.
The Changing Digital Landscape –
Assets v. Ecosystem
Digital Assets
• Your content
• Your structures
• Your tools
Digital Ecosystem
• Your Channels
• Your mediums
• Your ‘Journey’

40.
The Changing Digital
Landscape – Owning
Your Digital Ecosystem

41.
The Journey to the “Zero Moment of Truth”
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

42.
@doylebuehler
Your Audience Is ON a Journey

43.
ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence

44.
Your #Breakthrough Strategy
Your ”Keystone”
Your Digital Genius
Your Growth

45.
Or it simply is rubble

46.
@doylebuehler
But what amazing
things you can do
with it.

47.
The Changing Digital Landscape –
Owning Your Digital Assets

48.
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

49.
How to ‘ZMOT’ 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

50.
Digital Asset Hierarchy Landscape
Value of Digital Asset
PerformanceofDigitalAsset
*Videos
*Blog
*Gift
Low Performance &
Low Results
High
Performance &
High Results
*Social Media
*Social images
*Webinar
*Guide or
Checklist
*Podcast
*Workshop
*Diagnostic or
Assessment
*Value
Sequence
*Mastermind

51.
“We believe in the power of insights into
the digital economy to drive business value.
This is called DigitalGenius.”

52.
You Don’t Need To Be
Albert Einstein To Be
A #DigitalGenius
It’s your strategic thinking

53.
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
@doylebuehler

54.
@doylebuehler

55.
What’s Your Digital Genius Score?
• Digital Awareness 1 to 10 _____
• Digital Knowledge 1 to 10 _____
• Digital Skills 1 to 10 _____
• Digital Leadership 1 to 10 _____
@doylebuehler

56.
The “Missing Bullets” is
your strategy.
“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

57.
Where are YOU now?

58.
What Happens When Nobody Buys From You?

59.
What’s 1 Degree off Course?
Strategy is the 1º for Growth

60.
What’s Your Inflection Point?
@doylebuehler
What is the point that you will ‘change’ for the better?

61.
Here’s How
1. Harness & understand the challenges that are holding you
back
2. Build a compelling strategy that delivers your unique value
– Be Seen; Be Heard; Be Understood; BE KNOWN
Your Digital Challenge in 2020 is to:
• BE Seen
• BE Heard
• Be Understood
• BE KNOWN
@doylebuehler

62.
Keep on Moving
• What would you like to see next time?
• Please send me feedback doyle@dept.digital
or LMK if we’re connected on social
• Please introduce yourself
• Please post a review/comments if you liked it!

63.
Link to Prezo in Slideshare

64.
Unleash Your Digital Genius
@doylebuehler
Doyle Buehler
QUESTIONS?
Please Reach Out &
Introduce Yourself
Online

65.
www.Leadership.Digital
Take the #DigitalGenius Assessment &
Get a Free Paperback Copy Of
#Breakthrough & Links to Business
Canvases

66.
@doylebuehler