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Social Media Lessons from the Accounting Industry
Eric Majchrzak
Chief Marketing Officer
BeachFleischman PC
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9 ½ Years 1 year
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10 Lessons Learned
1. Develop principles, framework of approach and marketing philosophy
2. Adopt a Blue Ocean Strategy or create your own space.
3. Focus on the brand values/attributes- digital vs “in person”
4. Make the intangible, tangible
5. Align marketing efforts with buy-cycle
6. Dominate online search
7. Leads and new business = Currency
8. It’s OK to Fail – It’s tough to be good at something never tried
9. Become a student of marketing
10. Surround yourself with people smarter than you
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Buffalo State College ‘87-’91
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Accounting
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Beer
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Radio
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Over 100 concerts and 200 Remote Broadcasts
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Beer + Music =
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1999-2002
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1999
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Keeping up w/SEO
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2003-present
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Old website ’03• Brochure website
• All About the Firm
• No Issues
• No Solutions
• No content
• No calls-to-action
• No value
• No conversions
• No results
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“People don’t use Google to find a professional services firm”
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Comprehensive SEO/SEM Strategy
Get found for searches conducted regarding:
•Services•Industry Expertise•Hot-button issues•Geography
First page of results on Yahoo, Google, etc.Create geographic dominance where necessaryNational dominance where possibleMassive effort to build out content
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50 state strategy with search engines
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Volunteer Editor - DMOZ
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Early Social Media
• Looking for “High Value” backlinks
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Google Groups
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Wikipedia Technical Articles
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Posted comments on blogs relevant accounting and taxes – Blogger relations
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CPA Practice Management Forum
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2006 “Rookie Marketer of the Year”
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Integrated Marketing
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Conversion Strategies
800 #
Quote
Forms
WebinarsThreshold Tests
Submit
Questions
Here!
Sign-ups
Tax credit
locator
Live Chat
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• High value content
• Visitor-centric
• Tools
• Events
• Webinars
• Survey results
• White papers
• Checklists
• Articles
• Live Chat
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10-15 campaignsper year
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2008-2012“Seat Belt” Years
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Committee Chair
Proposed Strategic Plan for Social Media
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Google Alerts to
Identify RFP opportunities
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Facebook 2008
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2008: LinkedInMonitoring for leads on LinkedIn
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Subscribe to LinkedIn Q&A
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Twitter 2009
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Monitoring for leads on Twitter
42
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Outdoor Digital Twitter BillboardTakes Real-Time Feed From Twitter
Digital Billboard Takes Real-Time Feed From Twitter
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2009: Elected to Board of Directors
Branding Task Force
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Chris Brogan Jeffrey Hayzlett
2009
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2010: Mobile and QR Codes
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Book Reviews/Case Studies
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2010: Real-Time Digital Facebook Billboards
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2010: YouTube
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2010: Named Faculty Member/Instructor
Practitioners Symposium and TECH+ Conference
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2011
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Verified
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Sponsored Presidential Primary Debates
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In 6 Months: Twitter Followers
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Twitter Case Study
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Beta Tester
• Google Plus• Twitter• Facebook Developer’sTimeline • Over half dozen other platforms
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2010: Marketing Automation
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Buy Cycle Marketing
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Align Digital Strategy with Buying Cycle
Buying Cycle
Content Messaging
Tactics
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• Qualifying activities• Governance Changes• Process Changes• Technology Changes• Operational Changes• Legislation, Compliance
and Regulatory Matters• Changes at CEO/CFO • Board, Audit Committee
Changes • M&A/Spin-offs
• Restructuring • Restatements• IT security problems• Fraud• Patents• Construction• Doing business Globally• Expansion• Outsourcing/CoSourcing• Bankruptcy• IRS Audit
Understanding “Change Events” and “Triggers”and what services they relate to
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Digital media strategy
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Marketing Department Structure
Marketing Committee MARKETING COMMITTEE CHAIR
Eric MajchrzakMARKETING DIRECTOR
(Overall Marketing Planning, Niche Marketing)
PROPOSAL WRITER EVENT COORDINATOR GRAPHIC DESIGNER eMARKETING & COMMUNICATIONS
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Rebrand
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Branded Social Pages
90
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Over 20 National and Local Awards
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Begin Search Engine
Optimization
New Website
Launched
Intro to Social Media
Wikipedia, Blogs, Google Groups
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
6.6 Million- Digital Revenue
Content Marketing
$75K$140
K
$300K
$528K
$635K
$800K
Content build-out
$900
K
Billboard$1
Million
Hubspot
Youtube
Facebook Billboard $1
Million
$1.3
Millio
n
Twitter Beta
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2012: Buffalo to Arizona
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Brand StrategyStrategic Planning
Institutional Marketing Business Development Marketing Infrastructure
Content Marketing – Lead Nurturing
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Contact Info• Eric Majchrzak, Chief Marketing Officer• BeachFleischman PC• 1985 E. River Road, Suite 201, Tucson, AZ 85718• (520) 618-7935 phone• [email protected]• linkedin.com/in/ericmajchrzak• @BeachFleischman