Accountex 2013 keynote presentation, my firmsapp and insight marketing

1
Welcome
Mobile, Blogs, Apps, and
the future of the profession
for connected accountants
www.myfirmsapp.co.uk ǀ www.salesforaccountants.com ǀ www.insight-marketing.com
Key note with David Oliver
starts at 11.00

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Supporters | Promoters | Affiliates

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Chat to us at
stand A536 & 7...
Come and join us at
stand A536 to Apps
and Mobile sites live.
Plus our expert team
are on hand to answer
any questions, queries
you might have.
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Welcome

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A balanced approach

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The New Mobile Landscape

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Effective Mobility

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Global Transformation
“How can we gain new
competitive advantages by using
mobility to transform our
business processes?”

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The Connected Accountant
“Using mobile technology enables accountants to
meet the demands of an increasingly connected,
always on, faster moving and far more competitive
marketplace.”

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Industry leaders affirming the message
“Marketing your firm is all about connecting,
not selling but connection.”
Paul Dunn | B1G1

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The walls have gone!

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24/7 connection to clients
24Seven
• Tech savvy and cool technology helps attract new clients
and retain employed talent.
• Accessing real-time information allows you to service clients
faster and more efficiently.
• Make better use of your time.
• More efficient with time in the office.

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24/7 connection to clients
• Your website made mobile enabled.
• Your own Apple and Google approved app.
• 24/7 access to key documents.
• Save hours in time.
• Differentiate yourself.
• Lock clients in.
24Seven

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UK Smartphone & Tablet usage
Over 60% of the UK population now own a smartphone
& nearly a fifth own a tablet device.
21% 60%

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Other Statistics
Tablet sales are set to increase
by almost 70% to 197 million units in 2013
70%

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Other Statistics
You won’t believe it!
The height of 327 Empire State
Buildings
=
Number of Android phones
sold per day when stackedwww.myfirmsapp.co.uk ǀ www.salesforaccountants.com ǀ www.insight-marketing.com

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Other Statistics
You won’t believe it!
378,000 iPhones sold per day
371,000 babies born per day

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The Growth of Mobile
95% of all
accountant’s websites
are not mobile
enabled
By end 2013, mobile internet will take over desktop usage.

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Accounting Practice
asked if mobile enabled
websites and apps are the future?
What do you think my answer was?

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50% of local searches are from mobile
enabled devices

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How do we use our phones?
64%
Access the
internet daily
62%
Send &
receive emails
56%
For social
media
sites
53%
Search engine
queries
21%
Video sharing
sites

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What do mobile users want?
74%
Get directions
or business
hours
64%
Contact the
company
61%
Find product
information
50%
Make a
purchase or
order a service
A recent survey by Google found that they:

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Your website made mobile
Discover a powerful solution to help your firm engage with mobile visitors.
67%
Friendly = More likely to
buy
“A mobile friendly site makes me more
likely to buy a product or use a service.”
61%
Unfriendly = More likely to leave
“If I don’t see what I’m looking for right
away on a mobile site, I’ll quickly move to
another site.”

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Disadvantages of non mobile enabled site
X
Slow or very slow to load
Content unreadable
No click to call
Difficult or impossible to navigate
Directions, contact information hard to find
Most forms won’t work, which equals no enquiries
Flash and other content may not be displayed
Forced to zoom, pinch or scroll many times
= unusable for mobile viewers

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Example non-mobile vs mobile

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Your website mobile enabled
✓ Automatic redirection to a display that works on that device
✓ Rapid load times
✓ Directions, contact information immediately available
✓ Key content instantly available
✓ Minimal scroll, pinch and zooming
✓ Simple and clear navigation
✓ Click to call
✓ Mobile forms
✓ Auto update with current site

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Responsive Vs Adaptive
Responsive
Adjusts website to fit any screen.
Displaying reduced or expanded content.
Requires a complete re-build.
Is expensive and time consuming.
Adaptive
Identifies mobile users automatically.
Provides mobile visitors with key info.
Will work on your existing site.
Is low cost and effective.

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Adaptive Design

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Key content at a tap of the screen

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Summary of ‘Why mobile enabled?’
• Reach out to a growing number of mobile users (60% clients
and prospects)
• Engage with current customers in a modern & effective way
• Convert more web visitors into customers
• Stay ahead of the competition
• Retain clients more win more clients
ALL AT LOW LOW COST
Business has a site
Then makes it mobile
ROI

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What about Apps?
More than half of the people you do business with are
using Apps as part of their daily lives.
Over half...
of businesses are making line-of-
business Apps accessible from
mobile devices
830m enterprise...
smartphone and tablet app
users by 2012.
93%...
of Fortune 500 are deploying or
testing the iPhone.
Half of email users...
reply on a browser, tablet or
mobile client, instead of a
desktop computer
81 minutes...
is the average time people
spend using Apps a day.
66% of people...
use their favourite app at
least once per day.

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App or Mobile enabled website?
• Both are critical
• Do different things
• Low cost, high return
• Easy and hassle free to obtain
• Massive benefits

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Apps for Accountants
faster.
farther.
cheaper.
better.
An App does a different job

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App Vs Mobile features
• Your firm’s unique design
• Powerful calculators
• Great Tax tables & Key dates
• Blog integration
• Arrange to meet
• Mileage tracker
• Photo receipt expense tool
• Push notifications

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6 App providers to accountants...

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Biggest hurdle is was price...
The most powerful App
available at the very best price!
X
From just £599+VAT
How many clients would you need to win
to get a return on this small investment?
X

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Supporters | Promoters | Affiliates

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Ops efficiency & time saving

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Stand out from the crowd
Differentiate yourself

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Stand out from the crowd
Differentiate yourself
Make the intangible tangible

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Efficient communication
Integrated Blog or I-Blog

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Blog updating everything for you
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Communicate to all your App users in
seconds with ‘Push Notifications’

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Learn from the innovators
That’s not to say I was disappointed; after all there’s a limit to how sexy a calculator or a fact sheet can
be. Personally, I didn’t actually think or believe clients would download it, let alone use it. Like I say that
was not my goal for the App, as it was specifically to help differentiate us.
I underestimated the desire for our clients to interact, communicate and get content via their
smartphones. Best of all it doesn’t require any of my time to manage it..........

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Increase web visitors and gain WOM
✓ Tayabali Tomlin gained 5% increase in
web visitors in just two weeks via their
App alone.
✓ This became a further 5% when they
used their I-Blog.
✓ Most of their best clients downloaded
the App, which means that they are
influencing the right people, in the
right way at the right time.

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Increase web visitors and gain WOM
✓ Immediate free PR
✓ Helped get to the right kind of new client
✓ Conversation with recipients warm and
easy... prospects wanted the app
✓ Differentiation - Immediately positioned
TT as innovative & different
✓ Intangible differentiation was made
tangible
✓ Easy to give and not ‘salesy’

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The ‘discovery’ we made with
Accounting Practice ICAS Tayabli
& many others

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Chat to us at
stand A536...
Come and join us at
stand A536 to Apps
and Mobile sites live.
Plus our expert team
are on hand to answer
any questions, queries
you might have.
54

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What just two of your colleagues thought...
We are delighted with our App, which was designed by the
team at MyFirmsApp. The process was simple and the cost
extremely competitive. It gives us great content in two sections
- first the tax tables and really helpful calculators, and second
the content we can update ourselves, which helps us keep
clients and potential clients updated with news and events at
Alexander & Co and the different ways we have helped clients.
It’s a fantastic marketing tool with links to our blog, website and
social media.
Richard Alexander | Alexander and Co
We have had a successful website for years, but working with
Insight has significantly improved our enquiry rate - and we
thought that it was good before!
Ian Marlow “ HfM Tax & Accounts

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Get In Touch
t 0800 80 30 826
contact@insight-marketing.com
twitter.com/insight-marketing
facebook.com/insight-marketing
plus.google.com/insight-marketing
www.insight-marketing.com

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Thank you : )
Insight Marketing

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Here is what the chairman of the ICPA
said
“Just to let you know I asked two
accountants yesterday to check out the
product, one was 22 and the other 25,
both thought the product was great and
very intuitive, which proves my theory
exactly that this is the future and old
dinosaurs like myself need to wake up to
this.”
Tony Margartielli | Chairman | ICPA

Accountex 2013 keynote presentation, my firmsapp and insight marketing

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Accountex 2013 keynote presentation, my firmsapp and insight marketing