social media for biz dev
TRANSCRIPT
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How to Use Social Media as a
Business Development Tool
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What you’ll learn:
What is social media and why should you care?
How CPAs can use social media effectively
How to build a smart social media strategy
How to protect your reputation online
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http://www.issnaf.org/web/index.php?option=com_content&view=category&layout=blog&id=41&Itemid=83&limitstart=56
http://www.butterflypublisher.com/
Monologue vs Dialogue
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Why should you care?
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Reason #1: Shear volume of conversations
Facebook tops Google for weekly traffic in the US
If Facebook were a country it would be the third largest
Twitter’s search engine gets 600 million queries every day
YouTube is the second largest search engine in the world
There are over 200,000 blogs
25% of search results for the world’s largest brands are links to user-generated content
Statistics from social media revolution 2 & website-monitoring.com
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Online communities have formed that talk about challenges you can help with and the kinds of services you offer
Opinion leaders within these communities influence others
Their thoughts and opinions are amplified online, where they areEasily indexed by search engines Easily shared.
Reason #2: Ability of online communities to shape opinion
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Reason #3: It’s effectiveness can be measured
Improves your SEO
Use analytics to Track and analyze dataUnderstand the efforts that are most effective and maximize themAct on insights
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How can CPAs use social media effectively?
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Businesses as publishers
http://www.elliance.com/
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Litmus test: Do you have valuable content to share?
Position yourself as subject matter expert and thought leader Share your insights and analysis Promote the insights of others Encourage and engage commentary
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Litmus test: Would this person be a good professional contact or referral source?
Client acquisition and relationship management tool Your online rolodex
Features Company profile Ability to post events, presentations, tweets, your
blog, etc. Groups and answers
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Litmus test: Do you deliver presentations?
Position yourself as subject matter expert and thought leader Share PPT decks, Word files and pdfs
Features Post to your site, blog, LinkedIn
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Litmus test: Do you have valuable content to share?
Client acquisition and relationship management tool Share industry updates Post industry insights Promote others’ analysis Boost SEO
Features Lists
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Litmus test: Do you have stories to tell that would be better told with video?
Client acquisition and relationship management tool Position yourself as subject matter expert and
thought leader Give people of sense of your personality and what it
would be like to work with you Boost SEO
Features Channels
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Litmus test: Would you have a beer with this person?
Relationship management tool Reconnect Stay in touch Build relationships
Features Group friends by category Messaging Promote events
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Litmus test: Would you like to access communities of prospects who could use your services?
Client acquisition tool Identify groups discussing services likes yours Activate those communities Reach influencers within those communities
Communities of interest
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How to build a smart social media strategy
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Three important questions to ask yourself
Who are my target audience(s)?
What are my goals?
How do I define success?
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Putting a strategy together
Identify the tactics that best match your audiences and goals
Integrate online and offline efforts
Be realistic about the demands on your time
Get organized: create a calendar
Evaluate effectiveness regularly
Be patient
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How to protect your reputation online
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What is a social media policy?
• Think communications guidelines, not just social media
• Permission-based not restrictive-based
• Empower your employees to be brand ambassadors
• Supports a sound strategy
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Tenets of a sound social media policy
• Value
• Confidentiality
• Privacy
• Disclaimers
• Common sense
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Share your expertise
• Show your passion
• Help others succeed
• Help colleagues, clients, prospects, partners increase performance and solve business challenges
• Expand understanding of important topics
• Promote important industry events
• Connect people and build relationships
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Don’t share confidential information
• Ask permission before you write about any work-related information—you never know what might be confidential or proprietary
• Don’t comment on your company’s business performance
• Mind copyright and fair use laws
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Respect others’ privacy
• Don’t mention specific colleagues, clients, vendors or partners without their approval
• General descriptions of an engagement or project are ok but don’t include specific identifying details
• Mind your own privacy
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Speak only for yourself
• Identify yourself and your role at the company if you are discussing anything company-related
• Write in the first person, use your own voice if you’re discussing your personal opinions
• If you write about the company make it clear the views are your own
• Be mindful of how you’re presenting yourself online
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Be nice and play fair
• Respect the views and values of others: Nothing inflammatory, no obscene language, no ethnic or sexual slurs.
• Don’t pick fights
• Own up to your mistakes
• Use good judgment and accept responsibility
• Work always comes first
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Free reputation monitoring tools
Google alerts
http://socialmention.com/
Tweetdeck and Hootsuite
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To sum up
Social media is about building relationships: sharing something of value and engaging others
These networks are important because of their influence
Select networks to participate in based on your goals and the audiences you’re trying to reach
Measure your efforts
Be smart online
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Questions?
Leigh George
Senior Digital Marketing Strategist at R2Integrated
410.327.0007 x1211
Connect with me:
Twitter: @leighgeorge
LinkedIn: www.linkedin.com/in/leighgeorge