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19th September 2016 Intercontinental, Dublin “Using Social Media Data received by firms to sell professional services” & Overview on current trends in technology David Sneddon Director of Sales, Google
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Page 1: “Using Social Media Data received by firms to · PDF file“Using Social Media Data received by firms to sell professional services” ... Lumascape shows the breadth and depth of

19th September 2016Intercontinental, Dublin

“Using Social Media Data received by firms to sell professional services” & Overview on current trends in technology

David SneddonDirector of Sales, Google

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Overview of Social Media

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What do the different networks do…The Academic Perspective?

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Lumascape shows the breadth and depth of social media

Source: http://www.chandlernguyen.com/wp-content/uploads/2013/05/search-lumascape.jpg

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Source: http://digitalintelligencetoday.com/skinning-the-social-media-cat-in-26-dimensions-the-conversation-prism-2013/

Conversation Prism

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What do the different networks do?

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What do the different networks do?

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What do the different networks do?

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What do the ?What do the different networks do?

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Source: https://www.entrepreneur.com/article/227325

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How are the global firms using using social media?

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What happens when you research the social media usage of the global firms in more detail?

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Winners and losers of the global firms : what can we learn?

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McKinsey

Source:http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/mckinsey-tweet.png

1.

Winners and losers of the global firms : what can we learn?

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KPMG

Source: http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/KPMG-video.png

2.

Winners and losers of the global firms : what can we learn?

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3. General Observations

Winners and losers of the global firms : what can we learn?

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How are small to medium sized professional services firms faring?

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■ 77.6% of respondents were either marketers or partners.

■ In terms of participants and participant size, 85% of respondents represented a CPA firm. The chart below shows that of the CPA firms participating, almost 2/3 of those firms were under 10 partners.

Source: “2014 survey by SocialCPAs and the Association for Accounting Marketing (AAM)”

The current state of play : How are accountancy firms using social media

● LinkedIn #1 network

● Activity low

● Social media management is manual

● Very few organizations are advertising on social media

● E-mail still by far most popular

http://inovautus.com/2014-socialcpas-survey-study-results-releases-accounting-firms-use-social-media-today/
http://www.socialcpas.com
http://www.accountingmarketing.org/home
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1. Not looking at analytics

2. Little automation

3. Not tracking rigorously enough

4. Generally low usage with little understanding of what they are trying to achieve

What are they not doing well?

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1. Build a basic approach and avoid common pitfalls

2. Move your business into the data analytics business by really gaining a competitive advantage through the insights from social media

3. Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years

How they can compete better in this space

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1. Build a basic approach: What does The Journal of Accountancy advise?

1. Training

2. Adopt a formal social media policy

3. Use tools to scale

4. Monitor analytics

5. Take a deliberate approach; don’t hurry; hire in expertise to avoid common mistakes

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1. Build a basic approach: B2B Social Media Consultancy Sweetfish

1. Let’s Talk Basics2. Multi-platform Presence3. Deadline reminders4. Ask questions to engage your readers5. Vary your content6. Make it personal7. Inspire your audience

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1. Build a basic approach: what not to do…

1. ...expect very much to happen without a plan.2. ...expect to win new clients quickly.3. ...assume anyone is interested in your practice on social media.4. ...believe what you read in the general media.5. ...believe everything social media "experts" tell you.6. ...chase random followers all over the world.7. ...focus on broadcasting promotional messages.8. ...forget how much time social media can consume.9. ...outsource your social media activity.

10. ...confuse social media metrics with what really matters.

DON’T…

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1. Build a basic approach: think about your Social Media Calendar

FOCUS ON TUESDAY

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2. Move your business into the Data Analytics Business

1. Manage content

2. Analytics

3. Social Media scheduling

4. Great single source dashboard

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2. Move your business into the Data Analytics Business

1.DEEPDIVE INTO SOCIAL STATS

Source: https://www.webmatros.com/moz-social-analytics-review/

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2. Move your business into the Data Analytics Business

2.

KEY FOR DATA ANALYTICS

Source: https://www.salesforce.com/blog/2011/08/what-does-our-facebook-dashboard-look-like.html

https://www.salesforce.com/blog/2011/08/what-does-our-facebook-dashboard-look-like.html
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2. Move your business into the Data Analytics Business

Source: http://blog.capterra.com/hootsuite-competitors-9-other-social-media-management-alternatives-to-consider/

FOCUS ON HOOTSUITE

http://blog.capterra.com/hootsuite-competitors-9-other-social-media-management-alternatives-to-consider/
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Thats-a-Huge-Bill

Moving-Home

I-Should-Be-Treated-Better

I-Want-To-Know-More

What-Are-My-Options

I-Need-A-Second-Opinion

How-Much-Will-I-Save

Is-It-Right-For-Me

2. Move your business into the Data Analytics Business

Customer Website Marketing Social Media

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1. To enhance data insight, you must infuse data collection in every phase of your marketing funnel.

2. Combine structured with unstructured data

3. Leverage the data: Pre-Existing Data + New Social Data = Sentiment Score

4. Begin execution based on your newfound data insights

2. Move your Business into the Data Analytics BusinessHow big firms approach this

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3. Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years

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A. Data-Driven Marketing

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B. Role of big data and implications for Accountancy profession

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C. Why is the Accountancy profession in a strong position to harness these trends?

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Confidential + Proprietary

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Confidential + Proprietary

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Proprietary + Confidential

Rate of Change Linear vs. Exponential

You arehere

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1bn users Evolution of adoption

Radio 72 yearsTelevision 67 yearsComputer 32 years

Mobile phone 20 yearsSmartphone 5 years

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Digital Brand Digital Culture Digital Business

The Digital Business Equation

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Proprietary + Confidential

Engagement, growth and agility

Data, collaboration and insight

Culture

Customers Employees

External transformationChanging how your brand connects with customers. Driving genuine engagement.

Brand

DIGITALBUSINESS

Internal transformationCatalysing cultural change through technology. Fuelling creativity and collaboration.

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Mobile : A new eco-system

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Confidential + Proprietary

(Almost) everyone will be connected

Internet Population

Global Population

2016

3.5 BN

7.4 BN

2021

8 BN

*> 7 BN

8 BN

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Confidential + Proprietary

Everything will be connected

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What is Machine Learning?

“... algorithms that can learn from and make predictions on data.” “... the science of

getting computers to act without being explicitly programmed.”

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Confidential + Proprietary

Machine Learning - Early Stage : Atari Breakout

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Confidential + Proprietary

Machine Learning - Advanced: Alphago

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Proprietary + ConfidentialProprietary + Confidential

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Applied Machine Learning: Google Translate / Paralympics

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Are the robots going to take over?

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What will happen by 2025?

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Confidential + Proprietary

Every company will be a tech company

Every company will be a tech company

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Confidential + Proprietary

Today is early and slow

Page 58: “Using Social Media Data received by firms to · PDF file“Using Social Media Data received by firms to sell professional services” ... Lumascape shows the breadth and depth of

Deepdive into the potential for transformative change of the accountancy profession in the next 5-10 years

Page 59: “Using Social Media Data received by firms to · PDF file“Using Social Media Data received by firms to sell professional services” ... Lumascape shows the breadth and depth of

Data-Driven Marketing

Page 60: “Using Social Media Data received by firms to · PDF file“Using Social Media Data received by firms to sell professional services” ... Lumascape shows the breadth and depth of

Role of big data and implications for Accountancy profession

Page 61: “Using Social Media Data received by firms to · PDF file“Using Social Media Data received by firms to sell professional services” ... Lumascape shows the breadth and depth of

Why is the Accountancy profession in a strong position to harness these trends?

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THANK YOUDavid Sneddon, Director of Sales, Google


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