A Chat with MDMC17 Speaker: David Deck

By: Brittany Lloyd
David Deck
David Deck is the owner at Built to Lead. A former professional soccer player and successful executive with progressive experience building, growing, running, and evolving businesses from $1M (5 employees) to $100M (+200 employees). David is an educator by degree, a teacher and coach at heart, who is uniquely equipped to partner with CEO’s and business owners with the aim of: building them into leaders, transforming their teams, and growing their business. Born in 1973, David is the middle brother of 5 left-handed boys. He was married in 2001 to a tenderhearted spitfire and his soul mate. He is a father to 3 great kids. Self-described as a beautiful ruin and passionate fool, as well as a strategic idealist who is unreasonably aspirational and perpetuates improvement.
While working at his business, Built to Lead, David’s focus is small to medium, family owned, privately held companies that want to take things to the next level or need to change / evolve but might not know how. He challenges the leader of the organization (first and most) to more clearly define who they are, what they believe, and why it matters. Then they systematically transform every aspect of the company in alignment with what was (re)discovered. Thus, creating a more successful, thriving company.
I was able to catch up with David for a sit down. Check out some of the Q&A below.
Question: What are some of the worst mistakes a business could make when it comes to content marketing?
– Lacks authenticity
– Not a clear overarching content strategy / purpose
– Inconsistent brand ethos
Question: What do you think is next for content marketing? How will it evolve in the coming years?
Authentic influencer endorsements.
Individuals with a good personal following / brand will hold the most marketing power if they stay authentic individuals who only “promote” things they really believe in.
I can see a day in the future when influencers are able to select the companies they want to work with verses just work for companies who will pay them.  If influencers truly understand their power and hold true to this, this will be a marketing channel unlike any we’ve seen to date.
Question: Social media marketing is free, right
A: No.  It takes time and resources to develop a point of view, a purpose and position.  It takes time and resources to develop a strategy to communicate authentically and consistently.  It takes time and resources to test, learn, listen and respond.
Question: A small business owner has to wear many hats and time is always tight. What are some social media time management tips you have to help them stick with their social media campaign without losing a lot of time?
Answer: Be real, be transparent, be authentic.  Just talk about the things you are doing and don’t try to be something you aren’t.
Question: Share your favorite digital marketing case study. What did you like most it?
A: I tested this “authentic influencer endorsement” concept while at New Balance.  I helped influencers define their own voice and personal brand.  Then had them talk about their everyday life and New Balance in their own way.  The results (engagement and sales) were significantly higher via the influencer’s social channels compared to New Balance’s.
Question: According to you, what are the top three mistakes committed by organizations today in leveraging digital marketing?
A: 1) Not taking the time to define who you are, what you do and why it matters.  This should be the anchor to align all marketing and creative decisions.
2) Speaking to themselves, not their customer.  After you’ve developed your brand ethos, you have to test / rinse / refine your message until it resonates with the target customer.
3) They over complicate it.
Question: Which are your three favorite digital marketing tools?
A: N/A… trial and error are the best teacher.
Question: What are the top 3-5 skills you look for when hiring a candidate for digital marketing profile?
– loves all things digital in and out of work
– loves learning
– not afraid of failing
– always wants more
– believes in this channel
Question: Who are three people you respect when it comes to digital marketing?
1) Judy John from Leo Burnett – created the “like a girl” campaign and delivered the message in such a powerful way.
2) Pete Frates, Pat Quinn and Corey Griffin – started the ALS Icebucket Challenge
3) The Kardashians – don’t respect them in any way other than how they have built a marketing empire where they are the brand and decide what they want to endorse.
I hope you enjoyed this interview as much as I did.
Join us on April 13th at the MDMC17. David Deck will be inspiring us all in the Perficient room from 12:15pm.-12:45pm. during a special Lunch time Pop Up session. David will be speaking on the power of “OPUS”. This word means “work” in Latin. David will be there to encourage and help you clarify your passion and align it with your work.