social media for cpas
TRANSCRIPT
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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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.
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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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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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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
www.twitter.com/kpoor