macpa innovation summit - how to add value with social media #mdsummit
Post on 13-Sep-2014
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DESCRIPTION
MACPA's annual Innovation Summit is not only THE CPA EVENT of the year but THE MOST SOCIAL CPA Event of the year. See how MACPA had a reach of 256,256 people with almost 2 million impressions (1,816,627 to be exact). This presentation shows how the integration of social media changed a regional conference to a national blockbuster, creating additional value for our sponsors, speakers and participants - and ultimately our members! Follow the path to value as MACPA used social media tools like youtube, slideshare, twitter, linked-in, Facebook, and google + along wit their award-winning blog (http://www.cpasuccess.com) to create a conference experience that started well before the event and will last throughout the year. You will see how MACPA incorporated innovative social and collaborative technology (Flybits & Conference.io) at the conference to increase member participation and engagement. All designed to help transform the CPA Profession by giving CPAs the tools to understand and maximize their use of technology and other innovations.TRANSCRIPT
MACPA 2013 Innovation SummitSocial Success!#MDSUMMIT
Tom Hood, CPA, CITP, CGMACEO
@tomhoodMACPA @macpa
Business Learning Institute @bizlearn
First, a word from our sponsor
"This event is different from any other in the profession, so our approach to how we engage with the show and its participants is different"
- Jennifer Warawa, Sage's vice president of partner programs and channel sales
Tom HoodCEO of MACPA & BLI
• Named Fourth Most Influential Person by Accounting Today
• Top 25 Influencers in Learning & HR by HR Examiner
• Top 25 Public Accounting Thought Leaders by CPA Practice Adviser
• Working on Learning Management with AICPA/CPA2Biz, Cloud Curriculum, Performance Management /XBRL, Leadership & Generations
Tom Hood, CPA, CITP, CGMA CEOMACPA
Business Learning Institute (BLI)
http://www.linkedin.com/in/tomhood
Last year (2012) we set records for the most “social” CPA tech conference in the US…
California Acct. & Bus. Show PSTECH CCH Listening Event -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Social Media Metrics: Amplification
MACPA Innovation Summit
This year we set out to beat that record and tip the adoption curve
http://www.macpa.org/Content/summitsponsorship.aspxSponsorship Video http://cpa.tc/2p4
Innovative Conference Technologies used to create engagement, particpation & experience
And we did! The numbers speak for themselves
#MDSUMMIT By the numbers
• Attendees 338• Pre-summit Social Media Session 382• Reach 214,709• Impressions 1,816,627• Press Release Impressions 38,190• Press Release Reads
1,083• Slideshare views 1,296• Youtube 258Total Reach 256,256
Impressions 1,816,627
Conferences.io stats
Are you in the {Flybits} Zone?Engagement with participants
Using location aware app Flybits we set up zones for our Platinum sponsors where they loaded content and resources accessed by participants on their mobile devices when they entered their {zone}.
Special {zone} reporting for sponsors
Zone Zone VisitsMACPA 322CPA2Biz 127Sage 151CCH 79Ziptr 121Simplified 82
http://www.flybits.com
We started with a question – how can we “tip the adoption curve” with a special ThinkTank session
Using the ThinkTank Collaboration we had a special session for sponsors and a CPA member advisory group to talk about technology adoption and CPAs
We used the feedback from this session to design special sponsorship value packages
And more exposure for sponsors thru education of members
• Development of “Road to the Cloud” curriculum featuring sponsored CPE designed to help CPAs with first steps
• ROA – Return on Attention by adding focus on special curriculum via “Free CPE” and exposure during town halls throughout the year (2,000 plus CPAs)
• Social Q&A at Town Halls for polls and questions from MACPA members (using conferences.io)
“Road to the Cloud” Curriculum
http://www.macpa.org/Content/free-cpe.aspx
Objective to create a resource Center for CPAs to learn about the cloud. Featuring sponsored CPE sessions that shows how CPAs can take advantage of technology and stay ahead of change.
Courses will be designed to help CPAs deal with the change equationD * V * F > R
With options for using our community platform MACPA Groups to help connect members to other CPAs and even vendors to get help implementing and using technology
Event + year-round exposure through MACPA Town Hall Meetings
http://cpa.tc/2p6 http://cpa.tc/2p7
12-16 Sessions per yearReaching 2,000+ CPAs4 hour Free CPE eventsFeaturing Trends and Issues in ProfessionRecap on our award winning blog (add’l reach)
How we did it…• Integration of Social into Conference - Social Media
Guide• Pre-conference social media training for sponsors and
members• Press release, pre-event and at event press conferences• Twitter, blogging and social sites like slideshare,
youtube, facebook, google + & linked-in• Innovative conference technologies (Flybits &
Conferences.io) to create engagement and particpation of attendees
Tools & Examples
Before – Social Media Guide
http://www.slideshare.net/thoodcpa/2013-macpa-innovation-summit-social-media-guide
We added a special pre-conference social media quick start session for our members and another for sponsors.
The objective being to help members and sponsors leverage social media for learning and connections before, during and after the summit.
Before – Pre-conference social media training
http://www.youtube.com/watch?v=yQatdVl7-7c
http://www.slideshare.net/thoodcpa/macpa-social-media-quick-start
For Sponsors For Members
http://www.slideshare.net/thoodcpa/tipping-the-adoption-curve-how-to-reach-cpas
http://cpa.tc/2p5
http://cpa.tc/2fihttp://www.youtube.com/watch?v=7ogDU5L5sw8
National Press Coverage
Pre-event Press Release
38,190 Impressions 1,083 Reads
Pre-event Press Conference
http://www.slideshare.net/thoodcpa/macpa-2013-innovation-summit-press-conference
With the leading Accounting publications – Accounting Today, Accounting Web, CPA Practice Advisor
Featuring our Innovative technologies for connection, collaboration and engagement with conference attendees (speakers, sponsors and participants).
And press announcements from our Platinum sponsors – CCH, CPA2Biz, Sage, Ziptr, and Simplified Innovations
Twitter as Amplifier
> 1,700 tweets
Tweetdoc captures twitter stream
Plus: our blog www.cpasuccess.com
Thanks to our Platinum sponsors
@getgroupsystems @teamflybits @conferencesio
Tom Hood, CPA.CITPCEOMaryland Association of CPAsBusiness Learning Institute(443) 632-2301E-mail [email protected] http://www.macpa.orgBlog http://www.cpasuccess.comBlog http://www.bizlearningblog.com
Follow me on:
Twitter: http://www.Twitter.com/tomhood
LinkedIn: http://www.linkedin.com/in/tomhood
Facebook: http://www.facebook.com/thoodcpa
Google +: https://plus.google.com/104372556333854919205
Slideshare: http://www.slideshare.net/thoodcpa
Youtube: http://www.youtube.com/thoodcpa
Second Life avatar name: Rocky Maddaloni