social media bootcamp
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Social Media Bootcamp
For Accountants
What do you want to get out of this session?
Sole practitioner? In a firm? Size?
What’s your role?
What’s your experience been?
If don’t use it, what are your reservations
What would you like to come away from the session with?
Confidential 9/11/11
Today you’ll learn:
What social media is and why you should care about it
What social networks have been beneficial for accounting firms
How to begin and where to start
How to create a social media policy for your company
How to measure the impact of your social media efforts
How to use QR codes
Confidential 9/11/11
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Confidential 9/11/11
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Confidential 9/11/11
Social technology allows people to talk about brands with unprecedented speed and volume…
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
… it also empowers brands to tap into the passions and needs of an audience
Winning!
“Fastest Time to Reach 1 Million Twitter Followers”
25 hours and 17 minutes
Confidential 9/11/11
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Who cares? Why should I be paying attention?
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
• The new B to B buyer starts the search process by turning to social media and peer connections to learn how other companies have handled similar business challenges.
• Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.
• Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.
New Generation B to B Buyer
B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet.
Copyright R2Integrated 2011
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
The Internet is a decision engine
Confidential 9/11/11
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
On the social web, decision making is more social than ever before
Confidential 9/11/11
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Social is not a channel or a media
It’s a behavior
Allows you to engage your prospects and clients with a speed and volume never possible before
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Tremendous volume of conversations
• Facebook tops Google for weekly traffic in the US
• If Facebook were a country it would be the third largest
• Twitter’s search engine gets 600 million queries every day
• YouTube is the second largest search engine in the world
• There are over 200,000 blogs
• 25% of search results for the world’s largest brands are links to user-generated content
Statistics from social media revolution 2 & website-monitoring.com
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
This is where your clients and prospects are
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Confidential 9/11/11
Allows you to go to where they are
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
Social networks can be measured
Improves your SEO
Use analytics to • Track and analyze data• Understand the efforts that are most effective and maximize them• Act on insights
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
• Build Awareness
• Attract the best and brightest
• Establish position as thought leader in an area of expertise
• Attract new business
Proven benefits for accounting firms
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Owned Properties
Confidential 9/11/11
Optimize social properties using content to provide
value, engage with audience and build
relationships.
Advocacy, Loyalty, Acquisition
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
• Ernst & Young’s Facebook page
• Henry & Horne’s blogs
• Freed Maxick CPAs Twitter feed
Case studies
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
ERNST & YOUNG
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
E&Y's Facebook page for recruiting
• Go to where your audience is• Way to show their personality
and what the culture is like while remaining professional
• Anybody can post on the wall; don’t take down negative posts
• Someone from the firm replies to queries and comments personally
• Opportunity for recruitment season-focused campaigns
• Promote recruitment events• Send messages
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
HENRY & HORNE
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Henry & Horne blogs
Net revenue: $17 million; 15 partners, 110 staff; three offices
• Go to where your audience is• Position yourself as subject matter expert and thought leader• Share your insights and analysis• Promote the insights of others• Encourage and engage commentary
• Huge SEO benefits—before blogging only found if someone typed in the firm name. Now ranked on first page for specific topic- or industry-specific keywords
• Business development tool—search engine research led to one of their blogs and then called them
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Six blogs on these topics: • Non-profit• Valuation and
forensic services• Employee benefits
audit services• Tax insights• Healthcare• Automotive
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
FREED MAXICK
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Freed Maxick Twitter account
Net revenue: $36 million; 36 partners, 250 total staff; three offices
• Go to where your audience is• Keep current on the pulse of
what is going on locally, in accounting circles and in target industries
• Promote own thought leadership and the work of others that people might find valuable
• Connect with reporters to offer resources for stories
• Blend business-focus with personal anecdotes
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured.
Confidential 9/11/11
Ad
voca
tes
Time
Ongoing social media engagement
(Rhythm of Business)
Social marketing is not about silver bullets
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
15 MINUTE BREAK
Overview
• Who already has a profile?
• How much time a week do you spend on LinkedIn?
• What are you doing?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Overview
• Client acquisition, research, recruiting and relationship management tool
• World’s largest professional network on the Internet with more than 120 million members—45 million in the US
• There were nearly two billion people searches on LinkedIn in 2010.
We’ll look at how to:• Get the most out of your profile
• Use LinkedIn for biz dev• Research• Groups• Answers
• Find the best and brightest
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Overview
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Opportunity for thought leadership
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Be specific about your achievements
Identify what you do and the results
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Be specific about your achievements
Identify what you do and the results
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Add sections including:
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Add applications including:
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Move elements to create a custom profile
Recommended sections and order for accountants
1. Basic info
2. Summary3. Experience4. Certifications5. Skills6. Recommendations7. Volunteer Experience8. Organizations9. Honors and Awards10. Education11. Additional info12. Personal info13. Contact your name for
Thought LeadershipSlideshareBoxBlogTweets
If frequent:EventsTrip it
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Make your profile keyword rich
Make it easy for search engines to fine you
Make a list of your services and target markets
Ex. Naden Lean
DentistsDental practiceDental accountingDental CPADental tax planning and accounting
Ron Ehman is a dental CPA with 10+ years experience providing dental tax planning and accounting for dentists and dental practices lawn maintenance, gardening services, and lawn mower small businesses in Maryland.
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
• Get the most out of your profile
• Use LinkedIn for biz dev• Research• Groups• Answers
• Find the best and brightest
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Prospect, referral source and recruiting research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
In profile: Books readGroups, etc.
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
See when someone • Takes a
new position
• Receives an award
• Is speaking
Comment and congratulate!
Relationship management and research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Prospect, referral source and recruiting research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Prospect, referral source and recruiting research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Prospect and referral research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
Prospect and referral research
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?
15 MINUTE BREAK
WHERE DO I START?
1. What do you want to achieve?New business? Referrals? Thought leadership?
2. Who are you going after?Identify target audiences and markets
What conversations are happening in areas you’re interested in? Where can you add value?
• Google search
• LinkedIn groups
• LinkedIn answers
• Google blog search: http://www.google.com/blogsearch
• Twitter search
• Google alerts: http://www.google.com/alerts
WHERE DO I START?
Confidential 9/11/11
3. Listen
Document your strategy
Could be a single page or a matrix
• Goals
• Audiences
• Identify what networks for what audiences and goals
Confidential 9/11/11
WHERE DO I START?
Now what?
Example: LinkedIn
Fifteen minutes three times a week Minutes 1–5: Update your status
Minutes 6–10: Comment on network updates
Minutes 11–15: One of these activities: connect, ask/answer questions, targeted research
Confidential 9/11/11
WHERE DO I START?
How would you use social media?
What business goals could it help you with?
What target audiences could it help you reach?
What social tactics could you use?
Confidential 9/11/11
WHERE DO I START?
HOW TO CREATE A SOCIAL MEDIA POLICY
HOW TO CREATE A SOCIAL MEDIA POLICY
Should you have a social media policy?
69% of companies in the Americas don’t have a social media policy.
Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010
Confidential 9/11/11
What are you worried about?
PRODUCTIVITY78% of US at-work Internet users spent less than a half hour a day on social networking sites while at work
Source: WorkPlace Media, May 2009
REPUTATION MANAGEMENTJust 8% of companies in the Americas said their reputation had been hurt by employee use of social networks
Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
What is a social media policy?
• Think communications guidelines, not just social media
• Permission-based not restrictive-based
• Empower your employees to be brand ambassadors
• Supports a sound strategy
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Tenets of a sound social media policy
• Offer value
• Respect confidentiality
• Honor privacy
• Provide disclaimers
• Use common sense
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Don’t share confidential information
• Ask permission before you write about any work-related information—you never know what might be confidential or proprietary
• Don’t comment on your company’s business performance
• Mind copyright and fair use laws
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Respect others’ privacy
• Don’t mention specific colleagues, clients, vendors or partners without their approval
• General descriptions of an engagement or project are ok but don’t include specific identifying details
• Mind your own privacy
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Speak only for yourself
• Identify yourself and your role at the company if you are discussing anything company-related
• Write in the first person, use your own voice if you’re discussing your personal opinions
• If you write about the company make it clear the views are your own
• Be mindful of how you’re presenting yourself online
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Share your expertise
• Show your passion
• Help others succeed
• Help colleagues, clients, prospects, partners increase performance and solve business challenges
• Expand understanding of important topics
• Promote important industry events
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
Be nice and play fair
• Respect the views and values of others: Nothing inflammatory, no obscene language, no ethnic or sexual slurs.
• Don’t pick fights
• Own up to your mistakes
• Use good judgment and accept responsibility
• Work always comes first
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
• Training is crucial to making people feel invested in your social media campaign and ultimately its success
• Explain the thinking behind your strategy and how your policy supports it
• Do you need staff to sign your policy?
Gain Buy-In
HOW TO CREATE A SOCIAL MEDIA POLICY
Policy examples
IBM Social Computing Guidelineshttp://www.ibm.com/blogs/zz/en/guidelines.html
Coca Cola Online Social Media Principleshttp://www.thecoca-colacompany.com/socialmedia/
MACPA Social Media Policyhttp://www.macpa.org/Content/25247.aspx
Confidential 9/11/11
HOW TO CREATE A SOCIAL MEDIA POLICY
HOW TO MEASURE SOCIAL MEDIA
HOW TO MEASURE SOCIAL MEDIA
Know where you are now
Confidential 9/11/11
• Awareness
• Thought leadership position
• Number of job inquiries each month
• New business closed each month
How many know this information?
HOW TO MEASURE SOCIAL MEDIA
Measuring social media is tricky
Confidential 9/11/11
How do you connect a sale to social media?
• Multiple metrics• Can use Google Analytics to track to a social site but not to a specific one of your posts:
http://www.google.com/analytics/• Tracking codes• Manual information gathering
Let’s keep it as simple as possible
New business
Confidential 9/11/11
Ask clients how they heard about you
Make that question part of initial client intake
• Add it to your online contact form
• Phone
HOW TO MEASURE SOCIAL MEDIA
Awareness
Confidential 9/11/11
• Google Adwords Keyword tool: monthly search volume
• Google analytics: unique visitors
• Number of fans, followers
• Number of subscribers
• Traffic from social sites
HOW TO MEASURE SOCIAL MEDIA
Thought leadership position
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• Comments on your blog
• Website downloads
• LinkedIn questions answered
• Twitter retweets
• Number of fans, followers
• Number of subscribers
HOW TO MEASURE SOCIAL MEDIA
Recruiting
Confidential 9/11/11
• # of fans
• Facebook comments
• # of inquiries from Facebook
• Traffic to your careers page from Facebook
HOW TO MEASURE SOCIAL MEDIA
QR CODES
QR codes
Bridge offline and online with quick mobile consumption
• Provide more information
• Drive to online content: website, social network, video, etc.
• Enable direct calls, emails
• Download an MP3
• Access to coupons or free giveaways
QR CODES
Is it audience appropriate?
QR CODES
Is it audience appropriate?
QR CODES
QR codes
MicrosoftTag
QR CODES
The importance of marketing
Crucial to educate your audience
• Describe the technology and how it works
• Explain what apps they need and how to download
• Promote the timing and details of a campaign
• Prize should be significant enough to drive participation
QR CODES
To sum up
• Social media is about building relationships: sharing something of value and engaging others
• These networks are important because of their influence on buying decisions
• Select networks to participate in based on your goals and the audiences you’re trying to reach
• If you use nothing else, use LinkedIn
• For thought leadership, use blogs and twitter
• Facebook is best for recruiting
• Measure your efforts if you can
• Be smart online
Questions?
Contact Me:
Leigh George, PhD, Senior Digital Marketing Strategist
lgeorge@r2integrated.com
410.327.0007 x 1211
http://www.linkedin.com/in/leighgeorge
@leighgeorge
Image Credits:Megaphone: seedmagazine.comSocial media woman: butterflypublisher.com/Guinness Book of World Records logo : britwriters.co.ukCharlie Sheen: mashable.comFoodtruck: stuffnearames.pbworks.com
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