Accounting Today Social Media Session

transcript

The Intersec+on of Business Development & Social Media Integrated Marke+ng for CPAs

By Michelle Golden

#GroPro

Today.

•  WHAT … the heck is social media for, anyway?

•  WHY … do this stuff, does it even maLer?

•  HOW … do we, as CPAs, integrate it in our marke+ng?

WHAT ARE SOCIAL MEDIA?

A con(nually changing set of tools and their users(!) that facilitate informa(on sharing and rela(onships. Online.

Image: ironrodart (flickr)

Image: thomaschung (flickr)

Effec+ve online presence means:

•  You’re findable •  Illustrates your uniqueness & character •  Supports your claims of exper+se

•  Demonstrates you’re a thinker & up-‐to-‐date

•  Conveys you’re accessible •  Paints a consistent picture site-‐to-‐site •  From stodgy back to “grassroots” marke+ng

Social Media

1.  Engagement 2.  Self-‐publishing

•  Can successfully do eng w/o self-‐pub

•  Self-‐pub is marke+ng holy grail for PSFs

•  w/out eng, SM is merely passive marke+ng

goldenprac+ces.com 7

Pick Your Purpose

1.  Customer service/reputa+on enhancement •  Create proac+ve fan base •  Monitor •  Make problems right

2.  Business development •  Build/strengthen business rela+onships •  Interact, share •  Credibility •  Build team, recrui+ng

3.  Just to learn (passive, but OK place to start)

WHAT’S CHANGED?

Personal > Corporate > Personal

1977 1999

Purpose?

WHAT HASN’T CHANGED?

Visibility + Credibility = KEY

NOT A NEW FORMULA, THIS IS CLASSIC MARKETING

Current Clients

New Biz

Credibility

Skill/Svc Dev

Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid

Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target

Innova(on (new solu+ons/ products, dev processes, improve effec+veness)

Con(nuing Ed (new, advanced)

Apply Industry Knowledge (id KPIs/sector, studies, surveys)

Worthiness of Trust (behavior, impression, respectable ext/int)

Competence (write, speak, lead)

Capability Evidence (case studies, tes+monials, representa+ve clients,)

Involvement (visible in core markets) ID/Study/Refine

Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness

Personal Marke+ng Plans

Current Clients

New Biz

Credibility

Skill/Svc Dev

Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid

Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target

Innova(on (new solu+ons/ products, dev processes, improve effec+veness)

Con(nuing Ed (new, advanced)

Apply Industry Knowledge (id KPIs/sector, studies, surveys)

Worthiness of Trust (behavior, impression, respectable ext/int)

Competence (write, speak, lead)

Capability Evidence (case studies, tes+monials, representa+ve clients,)

Involvement (visible in core markets) ID/Study/Refine

Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness

Personal Marke+ng Plans

INVOLVEMENT

Levels of Marke+ng

Passive

Present

Engaged

WHY DEAL WITH SOCIAL MEDIA?

WHY DOES IT MATTER?

Image: fuzzyscalyman (flickr)

Integrated marke+ng.

Overlay. New Sales Per Month

2003 2004 2005 2006 2007 2008 2009

Begin SEO

Teach team about SM

Launch new website

Integrate website into all marke+ng

Begin Twee+ng

Launch Facebook Page

HOW DO YOU IMPLEMENT?

image: niclindh (flickr)

Or Alltop.

Get Found.

•  LinkedIn profile (solid) •  Google profile (claim)

•  Bio on your website? •  TwiLer? •  Facebook?

When they find you, what do people see?

Image: lydiaboote (flickr)

Presen+ng yourself.

•  People are ALWAYS beLer than logos •  E.g. TwiLer: other than for marke+ng or cust svc rep, all CPAs s/tweet under their own name

•  Humanize yourselves because it’s “grassroots”

Friends & followers.

•  Peers, colleagues •  Industry experts, associa+on reps •  Local and na+onal media

•  Thought leaders •  Customers

•  Strangers who ask

Dos and Don’ts.

•  Be conversa+onal & friendly •  Be authen+c & truthful—even fallible! (creates trust)

•  Add value, don’t just make noise

•  Promote (men+on, praise) others, don’t talk much about you or your firm (spam)

•  Remember your purpose—connec+on and impression

Who is Cut Out for Blogging?

Good stuff.

•  Stuff they take for granted (judgments applied in day-‐to-‐day work)

•  Address “common ques+ons” (if not already out there in abundance)

•  Clear up misconcep+ons

•  Share as you learn

Store it in your house or their house?

Policy components

•  Liability disclaimers*

•  General communications/behavior*

•  Internet & email policies*

•  Specific social media tool policies

More Info:

michelle@goldenprac+ces.com goldenprac+cesinc.com goldenprac+ces.com (blog) @michellegolden (twiLer)