Download - Accounting Today Social Media Session
The Intersec+on of Business Development & Social Media Integrated Marke+ng for CPAs
By Michelle Golden
#GroPro
Today.
• WHAT … the heck is social media for, anyway?
• WHY … do this stuff, does it even maLer?
• HOW … do we, as CPAs, integrate it in our marke+ng?
WHAT ARE SOCIAL MEDIA?
A con(nually changing set of tools and their users(!) that facilitate informa(on sharing and rela(onships. Online.
Image: ironrodart (flickr)
Image: thomaschung (flickr)
Effec+ve online presence means:
• You’re findable • Illustrates your uniqueness & character • Supports your claims of exper+se
• Demonstrates you’re a thinker & up-‐to-‐date
• Conveys you’re accessible • Paints a consistent picture site-‐to-‐site • From stodgy back to “grassroots” marke+ng
Social Media
1. Engagement 2. Self-‐publishing
• Can successfully do eng w/o self-‐pub
• Self-‐pub is marke+ng holy grail for PSFs
• w/out eng, SM is merely passive marke+ng
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Pick Your Purpose
1. Customer service/reputa+on enhancement • Create proac+ve fan base • Monitor • Make problems right
2. Business development • Build/strengthen business rela+onships • Interact, share • Credibility • Build team, recrui+ng
3. Just to learn (passive, but OK place to start)
WHAT’S CHANGED?
Personal > Corporate > Personal
1977 1999
Purpose?
Purpose?
WHAT HASN’T CHANGED?
Visibility + Credibility = KEY
NOT A NEW FORMULA, THIS IS CLASSIC MARKETING
Current Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid
Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target
Innova(on (new solu+ons/ products, dev processes, improve effec+veness)
Con(nuing Ed (new, advanced)
Apply Industry Knowledge (id KPIs/sector, studies, surveys)
Worthiness of Trust (behavior, impression, respectable ext/int)
Competence (write, speak, lead)
Capability Evidence (case studies, tes+monials, representa+ve clients,)
Involvement (visible in core markets) ID/Study/Refine
Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness
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Personal Marke+ng Plans
Current Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid
Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target
Innova(on (new solu+ons/ products, dev processes, improve effec+veness)
Con(nuing Ed (new, advanced)
Apply Industry Knowledge (id KPIs/sector, studies, surveys)
Worthiness of Trust (behavior, impression, respectable ext/int)
Competence (write, speak, lead)
Capability Evidence (case studies, tes+monials, representa+ve clients,)
Involvement (visible in core markets) ID/Study/Refine
Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness
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Personal Marke+ng Plans
LEADS
INVOLVEMENT
Levels of Marke+ng
Passive
Present
Engaged
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WHY DEAL WITH SOCIAL MEDIA?
WHY DOES IT MATTER?
Image: fuzzyscalyman (flickr)
Integrated marke+ng.
Overlay. New Sales Per Month
2003 2004 2005 2006 2007 2008 2009
Begin SEO
Teach team about SM
Launch new website
Integrate website into all marke+ng
Begin Twee+ng
Launch Facebook Page
HOW DO YOU IMPLEMENT?
image: niclindh (flickr)
Or Alltop.
Get Found.
• LinkedIn profile (solid) • Google profile (claim)
• Bio on your website? • TwiLer? • Facebook?
When they find you, what do people see?
© 2010 Golden Prac+ces Inc
Image: lydiaboote (flickr)
Presen+ng yourself.
• People are ALWAYS beLer than logos • E.g. TwiLer: other than for marke+ng or cust svc rep, all CPAs s/tweet under their own name
• Humanize yourselves because it’s “grassroots”
photo
cpa
Friends & followers.
• Peers, colleagues • Industry experts, associa+on reps • Local and na+onal media
• Thought leaders • Customers
• Strangers who ask
Dos and Don’ts.
• Be conversa+onal & friendly • Be authen+c & truthful—even fallible! (creates trust)
• Add value, don’t just make noise
• Promote (men+on, praise) others, don’t talk much about you or your firm (spam)
• Remember your purpose—connec+on and impression
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Who is Cut Out for Blogging?
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Good stuff.
• Stuff they take for granted (judgments applied in day-‐to-‐day work)
• Address “common ques+ons” (if not already out there in abundance)
• Clear up misconcep+ons
• Share as you learn
Store it in your house or their house?
Policy components
• Liability disclaimers*
• General communications/behavior*
• Internet & email policies*
• Specific social media tool policies
More Info:
michelle@goldenprac+ces.com goldenprac+cesinc.com goldenprac+ces.com (blog) @michellegolden (twiLer)