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19th September 2016Intercontinental, Dublin
“Using Social Media Data received by firms to sell professional services” & Overview on current trends in technology
David SneddonDirector of Sales, Google
Lumascape shows the breadth and depth of social media
Source: http://www.chandlernguyen.com/wp-content/uploads/2013/05/search-lumascape.jpg
Source: http://digitalintelligencetoday.com/skinning-the-social-media-cat-in-26-dimensions-the-conversation-prism-2013/
Conversation Prism
McKinsey
Source:http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/mckinsey-tweet.png
1.
Winners and losers of the global firms : what can we learn?
KPMG
Source: http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/KPMG-video.png
2.
Winners and losers of the global firms : what can we learn?
■ 77.6% of respondents were either marketers or partners.
■ In terms of participants and participant size, 85% of respondents represented a CPA firm. The chart below shows that of the CPA firms participating, almost 2/3 of those firms were under 10 partners.
Source: “2014 survey by SocialCPAs and the Association for Accounting Marketing (AAM)”
The current state of play : How are accountancy firms using social media
● LinkedIn #1 network
● Activity low
● Social media management is manual
● Very few organizations are advertising on social media
● E-mail still by far most popular
1. Not looking at analytics
2. Little automation
3. Not tracking rigorously enough
4. Generally low usage with little understanding of what they are trying to achieve
What are they not doing well?
1. Build a basic approach and avoid common pitfalls
2. Move your business into the data analytics business by really gaining a competitive advantage through the insights from social media
3. Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years
How they can compete better in this space
1. Build a basic approach: What does The Journal of Accountancy advise?
1. Training
2. Adopt a formal social media policy
3. Use tools to scale
4. Monitor analytics
5. Take a deliberate approach; don’t hurry; hire in expertise to avoid common mistakes
1. Build a basic approach: B2B Social Media Consultancy Sweetfish
1. Let’s Talk Basics2. Multi-platform Presence3. Deadline reminders4. Ask questions to engage your readers5. Vary your content6. Make it personal7. Inspire your audience
1. Build a basic approach: what not to do…
1. ...expect very much to happen without a plan.2. ...expect to win new clients quickly.3. ...assume anyone is interested in your practice on social media.4. ...believe what you read in the general media.5. ...believe everything social media "experts" tell you.6. ...chase random followers all over the world.7. ...focus on broadcasting promotional messages.8. ...forget how much time social media can consume.9. ...outsource your social media activity.
10. ...confuse social media metrics with what really matters.
DON’T…
2. Move your business into the Data Analytics Business
1. Manage content
2. Analytics
3. Social Media scheduling
4. Great single source dashboard
2. Move your business into the Data Analytics Business
1.DEEPDIVE INTO SOCIAL STATS
Source: https://www.webmatros.com/moz-social-analytics-review/
2. Move your business into the Data Analytics Business
2.
KEY FOR DATA ANALYTICS
Source: https://www.salesforce.com/blog/2011/08/what-does-our-facebook-dashboard-look-like.html
2. Move your business into the Data Analytics Business
Source: http://blog.capterra.com/hootsuite-competitors-9-other-social-media-management-alternatives-to-consider/
FOCUS ON HOOTSUITE
Thats-a-Huge-Bill
Moving-Home
I-Should-Be-Treated-Better
I-Want-To-Know-More
What-Are-My-Options
I-Need-A-Second-Opinion
How-Much-Will-I-Save
Is-It-Right-For-Me
2. Move your business into the Data Analytics Business
Customer Website Marketing Social Media
1. To enhance data insight, you must infuse data collection in every phase of your marketing funnel.
2. Combine structured with unstructured data
3. Leverage the data: Pre-Existing Data + New Social Data = Sentiment Score
4. Begin execution based on your newfound data insights
2. Move your Business into the Data Analytics BusinessHow big firms approach this
3. Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years
1bn users Evolution of adoption
Radio 72 yearsTelevision 67 yearsComputer 32 years
Mobile phone 20 yearsSmartphone 5 years
Proprietary + Confidential
Engagement, growth and agility
Data, collaboration and insight
Culture
Customers Employees
External transformationChanging how your brand connects with customers. Driving genuine engagement.
Brand
DIGITALBUSINESS
Internal transformationCatalysing cultural change through technology. Fuelling creativity and collaboration.
Confidential + Proprietary
(Almost) everyone will be connected
Internet Population
Global Population
2016
3.5 BN
7.4 BN
2021
8 BN
*> 7 BN
8 BN
What is Machine Learning?
“... algorithms that can learn from and make predictions on data.” “... the science of
getting computers to act without being explicitly programmed.”
Confidential + Proprietary
Every company will be a tech company
Every company will be a tech company
Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years
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