social media for cpas

An Overview of Social Media

Presentation for AICPA

Kevin Poor

September 23, 2009

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Social Media Marketing – Monumental Market Change

Traditional audience connection (internal, external) has changed dramatically and continues to evolve

A by-product is that control – over brand, over message, over response, over ownership – is being ceded, like it or not

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Expectations and New Channels

Everyone wants a say

Real-time response and communications is standard

Feedback – critical and otherwise – is the norm, and can be difficult/impossible to mitigate

Monitoring and insight becomes paramount

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Old Model

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New Model

Why Should CPAs Care?

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“CPAs should care about social media for two important reasons, One, it significantly increases the ability to connect to more people, manage relationships and deal with the ever-increasing volume of information in our lives and, two, it can be a terrific tool for recruitment and retention of the millennial generation.”

Tom HoodChief Executive of the Maryland

Association of CPAs

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Twitter

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Linkedin

LinkedIn has over 40 million members in over 200 countries and territories around the world.

A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.

Executives from all Fortune 500 companies are LinkedIn members.

Linkedin

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Key Players

Launched February 4th, 2004 As of November 2008, it claims to host more than 3 billion

images

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Key Players

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How to get involved

Listen

– understand where the conversation is happening around your brand

Set goals/strategy

– Decide the role that SM can and should play to achieve overall business objectives

Engage

– Decide how and where to jump into the game

Measure Progress

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Free monitoring tools

TECHNORATI BLOG SEARCHGOOGLE BLOG SEARCH

TWITTER SEARCH BACKTYPE

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Paid monitoring tools

RADIAN 6 CRIMSON HEXAGON

TECHRIGY SCOUT LABS

Case Studies

Real-World Applications for Varied Audiences

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CPI Corp.

Online Reputation Monitoringand Analysis

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Social media program development Develop program based on findings from listen-and-learn

phase Determine where efforts make most sense Find the right outlets for that outreach

DETERMINE TOOLS DETERMINE OUTLETS

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Sales generation & CRM

COMMUNITY SITE

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Dell

Community building

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Deloitte

Connecting to Your People

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Questions, Comments, What Are You Doing (or Thinking About Doing)?

Staying current of changes is essential

Figure out right fit for the right situation, right organization

Adjust traditional marketing ROI components for impact in new mediums

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Resources

Blogs update Altitude Branding -

http://altitudebranding.com/ Global Neighbourhoods -

http://redcouch.typepad.com/weblog/ Convince and Convert -

http://www.convinceandconvert.com/ Shannon Paul’s Very Official Blog -

http://veryofficialblog.com/ Chris Brogan -

http://www.chrisbrogan.com/ The BrandBuilder Blog -

http://thebrandbuilder.wordpress.com/ Smart Blogs -

http://smartblogs.com/socialmedia/

Books Groundswell

Charlene Li & Josh Bernoff The New Rules of Marketing

& PRDavid Meerman Scott

Naked ConversationsRobert Scoble & Shel Israel

Social MediaTrevor Cook & Lee Hopkins

Call to ActionJeffery & Bryan Eisenberg

Buzz Marketing & Blogs for DummiesSusannah Gardner

The Cluetrain ManifestoChristopher Locke, Doc Searls, Rick Levine & David Weinberger

The Long TailChris Anderson

Small is the New BigSeth Godin

Questions?

Kevin Poor

Vice President, Dix & Eaton216.241.4610

kpoor@dix-eaton.com

www.twitter.com/kpoor