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What can LinkedIn do for CPAs?
…more than you think.
Welcome




          What can LinkedIn do for CPAs?
              [more than you think]

             834 Design & Marketing
                   Kim Bode
               Adrienne Wallace




          LinkedIn and the CPA
What is Social Media?
A flexible definition



        •   Evolution of relationships
        •   Familiar communication tools
        •   Built on networking foundations (platforms)
        •   Real time
        •   Individualized
        •   2-way communication on a massive level




                        LinkedIn and the CPA
What is Social Media?
Flattening the Earth



                Tipping point was identified by Neilson (2009):

               Social media (67%) used more than email (65%)




                        LinkedIn and the CPA
What is Social Media?
Demographics




                        LinkedIn and the CPA
What is Social Media?
Demographics




                        LinkedIn and the CPA
What is Social Media?
Demographics




                        LinkedIn and the CPA
What is Social Media?
Demographics




                        LinkedIn and the CPA
What is Social Media?
SM Growth




                        LinkedIn and the CPA
What is Social Media?
LinkedIn Growth




                        LinkedIn and the CPA
What is Social Media?
Categories




                        LinkedIn and the CPA
About Social Media




3 Things
• Each platform has a distinct personality.
• Many different platforms for different purposes.
• Platforms may change, good communication does not.




               LinkedIn and the CPA
About Social Media
            Change in Communication




LinkedIn and the CPA
About Social Media
            Change in Communication




LinkedIn and the CPA
About Social Media
            Change in Communication




LinkedIn and the CPA
About Social Media
            Implications for Business




LinkedIn and the CPA
Effects of Social Media
• Democracy
   • Transparency in the everyday
• Meritocracy
   • Open sourced comments posted affect
     performance-based outcomes
• Authentocracy
   • Success from true voices. Drive to be
     “authentic self” is a large tenant of SM.




        LinkedIn and the CPA
Tools of Social Media
• Search/Audit/Strategize
    • Create a policy for your firm.
    • Assign ambassadors or educate all members
    • Find out what you do, who does it?
    • What do your competitors do? How?
• Track/Protect/Monitor
    • Google analytics.
    • Google alerts.
• Participate/Engage
    • Answer the noise.
    • Refer and redirect if need be.




       LinkedIn and the CPA
How to engage?
• Determine your strategy and your audience.
• Get some headshots for goodness sake.
• Find yourself – what‟s your brand?
• Create original content and add to the
  conversation.
• Publish stuff worth reading.
• Engage your audience continually.




       LinkedIn and the CPA
About Social Media
                                    Implications




•   Age of radical transparency.
•   Lack of privacy-no one is exempt.
•   Longevity of practice.
•   Assured of change.
•   Flexibility required.
•   Evaluate and re-strategize (continually).




                    LinkedIn and the CPA
How?




       LinkedIn and the CPA
LinkedIn Value

Quick Stats
• 147 Million users in the past 12 months this number is up 47%
• Standard user is male (57%) aged between 29 and 54 years of
  age
• 20% of LinkedIn users are senior level executives
• 39% of LinkedIn users have titles of Manager, Director, CEO,
  COO, CFO, or VP
• 60% are either decision makers, or have direct access to
  decision makers
• 43% of all LinkedIn users are located in the United States
• Top four professions: IT, Marketing/Advertising, Financial
  Services, Computer Software (all avg incomes over $60,000.00
  annually)
                                                    Souce: LinkedIn Ads



                LinkedIn and the CPA
9 Common LinkedIn Mistakes

•   Failing to take social seriously
•   Not achieving a 100% complete LinkedIn profile
•   No photo, or worse, the WRONG photo
•   Not developing and building your network
•   Not using LinkedIn to protect your clients
•   Not asking or getting recommended
•   Failing to join LinkedIn groups
•   Waiting for people to come to you
•   Letting your staff “loose” on LinkedIn without
    advice




        LinkedIn and the CPA
7 Essential LinkedIn Connections
• Co-Workers
   • Current and past
• Clients or Customers
   • Be careful of conflict of interest or privacy
• Classmates
   • Yes, even if you haven‟t seen them in a while
• Fellow Volunteers
   • Extracurricular connections
• Members of Your Business Network
   • There is power in co-marketing services
• Family and Friends
   • Ask these people to be your clients or to give a
       recommendation on your behalf
• Fellow Members of LinkedIn Groups
   • Yes, even if you don‟t know them “in real life”




        LinkedIn and the CPA
7 Essential LinkedIn Activities
• Sign up
    • Can‟t participate if you don‟t join
• Maintain a complete profile
    • Don‟t let it stagnate
• Update your status
    • Show you are attentive
• Connect
    • Build your network of primary, secondary and tertiary
       relationships
• Join a group
    • Connect with people of similar interests, share
       strategies, complain about tax season and get
       sympathy
• Share a link or answer a question
    • Provide added value and items of interest
• Follow a company [maybe the competitor]



        LinkedIn and the CPA
7 Essential LinkedIn Settings to Modify
• Profile Photo
    • Everyone, network, or connections only
• Public Profile
    • Create your branded URL then choose which items
       appear in a search to others
• Manage Recommendations
    • Public or private
• Member Feed Visibility
    • Choose who sees your updates [everyone, network
       or connections only]
• Network Updates
    • Control what updates you get on your homepage
• Connections Browse
    • Control who sees your connections [can your
       competition?]
• Authorized Applications



        LinkedIn and the CPA
7 Essential Groups to Join
• Your company‟s group
    • Engage members in discussion, refer people to other
       services and develop reciprocal relationships
• AICPA [American Institute of CPAs]
    • Lots of groups here from YoungCPAs to Tax Section
• State CPA Society
    • The CPA support group for the state
• SocialCPAs
    • CPAs and social networking of all platforms, not just
       LinkedIn
• Your practice group
    • What expertise do you have? Join that group.
• International CPA Association
    • Help others and get help of a different perspective
• Your competitors
    • Isn‟t it obvious? Research. Intel.



        LinkedIn and the CPA
5 Super Active Finance-Related Groups
 • Finance Club
     • This is a kitchen-sink group-14 subgroups according
       to field.
 • Finance and Accounting Pros
     • The subgroups of this group are divided into four
       categories:
         • Finance & Accounting Recruiters Only (I have
             a job)
         • Finance & Accounting Job Seekers Only (I
             need a job)
         • Finance Professionals (Jobs & Networking)
         • Accounting Professionals (Jobs & Networking)
 • Finance Services Careers
     • Created just days before Lehman collapsed in
       2008, this group connects job seekers and hiring
       managers in a range of finance sectors.



       LinkedIn and the CPA
5 Super Active Finance-Related Groups
  • Financial Services Regulation
      • The group's purpose is to keep regulation officials
        informed, so it's a good go-to service for staying
        up-to-date on the labyrinth of finreg.
  • Real Estate Finance & Networking
      • This group connects individuals in commercial
        and residential real estate, as well as those in
        mortgage brokerage, asset management,
        distressed debt and more.




      LinkedIn and the CPA
Use LinkedIn for What?
• Manage existing clients
• Distribution of quality info to clients
• Generate referrals through clients and referring
  businesses
• Secure new clients through search
• Prevent attrition by offering additional services
    • Share content
    • Give clients valuable connections and referrals
• Increase your own web visibility/SEO rank/traffic in
  general
• Low or no cost marketing
• Recruitment
• Research of trends
• Get/give advice




         LinkedIn and the CPA
Steps to gain a referral
• Social media flattens the referral process-you are already
  connected
   • Search for the client you want among your contacts
   • View your contacts and their contacts
   • Use the platform to build goodwill through a mutual
      connection
   • Message them or ask to be introduced through your
      mutual contact
   • Did someone search you? Connect with them, use
      their curiosity to get to their contacts
   • Prospect, search, connect, follow up




        LinkedIn and the CPA
Peer Pressure




  LinkedIn and the CPA
Peer Pressure




  LinkedIn and the CPA
15-minutes a day
  • Minutes 1–5:
     • Complete a status update.
     • Have you just landed a new client (no names, of
       course, unless your client agrees) or achieved a
       personal best?
         • It only takes a minute, but each posting is far-
            reaching thanks to „LinkedIn‟s Weekly
            Updates‟ broadcast.




      LinkedIn and the CPA
15-minutes a day
  • Minutes 6–10:
     • Browse „All Updates‟ on your „Home‟ page.
         • Congratulate a connection or comment on
            a profile update, even if it‟s just to say,
            “Great new photo.”
         • All of these comments go out to your entire
            network.




      LinkedIn and the CPA
15-minutes a day
  • Minutes 11–15:
     • Glance through „People You May Know‟ by
       clicking on „Add Connections‟ in the upper-right
       corner of the „Profile‟ screen and selecting it from
       the screen that appears.
         • These are people who are connected to
            your connections. If you see someone you
            know, invite him or her to join your network.
         • When your invitation is accepted, „All
            Updates‟, shown on your „Home‟ page, will
            reflect that and your new connection will be
            included in the „Weekly Updates‟ broadcast.




      LinkedIn and the CPA
LinkedIn Value




James Potter, Insight Marketing

“When you know how to use LinkedIn well, you’ll save
yourself a ton of time. You will walk through open doors
instead of making cold calls; you’ll enhance your personal
reputation and the profile of your practice; you’ll access
outstanding information and opportunities that would
previously have missed and ultimately you will increase
your revenue.”




                LinkedIn and the CPA
Why engage?




     LinkedIn and the CPA
LinkedIn Resources
• Quick tour and navigation
• Questions and concerns
• 834 quick consult




       LinkedIn and the CPA
Sources
• Socialcpas.com
• Linkedin.com
• InsightMarketing
• Journal of Accountancy
• Square Martini Media
• Top Dog Social
• LinkedUp Grand Rapids
• Accounting Today
• CPA Social Trends
    • http://cpat-jacksonwhelan.netdna-ssl.com/wp-
       content/uploads/2010/11/SocialCPAs-via-
       CPATrendlines.pdf
• Not used but a GREAT „how to‟ [oldie but a goodie]
    • http://www.cpasuccess.com/2010/07/cpas-how-
       to-jumpstart-your-social-media-strategy.html




       LinkedIn and the CPA
Connect with us!
834 Design & Marketing
http://834design.com/

Kim Bode
kim@834design.com
@834design
http://www.linkedin.com/in/kimbode

Adrienne Wallace
adrienne@834design.com
@adriwall
http://www.linkedin.com/in/adriwall

Facebook
https://www.facebook.com/834design

LinkedIn
http://www.linkedin.com/company/2609249




        LinkedIn and the CPA

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LinkedIn for CPAs

  • 1. What can LinkedIn do for CPAs? …more than you think.
  • 2. Welcome What can LinkedIn do for CPAs? [more than you think] 834 Design & Marketing Kim Bode Adrienne Wallace LinkedIn and the CPA
  • 3. What is Social Media? A flexible definition • Evolution of relationships • Familiar communication tools • Built on networking foundations (platforms) • Real time • Individualized • 2-way communication on a massive level LinkedIn and the CPA
  • 4. What is Social Media? Flattening the Earth Tipping point was identified by Neilson (2009): Social media (67%) used more than email (65%) LinkedIn and the CPA
  • 5. What is Social Media? Demographics LinkedIn and the CPA
  • 6. What is Social Media? Demographics LinkedIn and the CPA
  • 7. What is Social Media? Demographics LinkedIn and the CPA
  • 8. What is Social Media? Demographics LinkedIn and the CPA
  • 9. What is Social Media? SM Growth LinkedIn and the CPA
  • 10. What is Social Media? LinkedIn Growth LinkedIn and the CPA
  • 11. What is Social Media? Categories LinkedIn and the CPA
  • 12. About Social Media 3 Things • Each platform has a distinct personality. • Many different platforms for different purposes. • Platforms may change, good communication does not. LinkedIn and the CPA
  • 13. About Social Media Change in Communication LinkedIn and the CPA
  • 14. About Social Media Change in Communication LinkedIn and the CPA
  • 15. About Social Media Change in Communication LinkedIn and the CPA
  • 16. About Social Media Implications for Business LinkedIn and the CPA
  • 17. Effects of Social Media • Democracy • Transparency in the everyday • Meritocracy • Open sourced comments posted affect performance-based outcomes • Authentocracy • Success from true voices. Drive to be “authentic self” is a large tenant of SM. LinkedIn and the CPA
  • 18. Tools of Social Media • Search/Audit/Strategize • Create a policy for your firm. • Assign ambassadors or educate all members • Find out what you do, who does it? • What do your competitors do? How? • Track/Protect/Monitor • Google analytics. • Google alerts. • Participate/Engage • Answer the noise. • Refer and redirect if need be. LinkedIn and the CPA
  • 19. How to engage? • Determine your strategy and your audience. • Get some headshots for goodness sake. • Find yourself – what‟s your brand? • Create original content and add to the conversation. • Publish stuff worth reading. • Engage your audience continually. LinkedIn and the CPA
  • 20. About Social Media Implications • Age of radical transparency. • Lack of privacy-no one is exempt. • Longevity of practice. • Assured of change. • Flexibility required. • Evaluate and re-strategize (continually). LinkedIn and the CPA
  • 21. How? LinkedIn and the CPA
  • 22. LinkedIn Value Quick Stats • 147 Million users in the past 12 months this number is up 47% • Standard user is male (57%) aged between 29 and 54 years of age • 20% of LinkedIn users are senior level executives • 39% of LinkedIn users have titles of Manager, Director, CEO, COO, CFO, or VP • 60% are either decision makers, or have direct access to decision makers • 43% of all LinkedIn users are located in the United States • Top four professions: IT, Marketing/Advertising, Financial Services, Computer Software (all avg incomes over $60,000.00 annually) Souce: LinkedIn Ads LinkedIn and the CPA
  • 23. 9 Common LinkedIn Mistakes • Failing to take social seriously • Not achieving a 100% complete LinkedIn profile • No photo, or worse, the WRONG photo • Not developing and building your network • Not using LinkedIn to protect your clients • Not asking or getting recommended • Failing to join LinkedIn groups • Waiting for people to come to you • Letting your staff “loose” on LinkedIn without advice LinkedIn and the CPA
  • 24. 7 Essential LinkedIn Connections • Co-Workers • Current and past • Clients or Customers • Be careful of conflict of interest or privacy • Classmates • Yes, even if you haven‟t seen them in a while • Fellow Volunteers • Extracurricular connections • Members of Your Business Network • There is power in co-marketing services • Family and Friends • Ask these people to be your clients or to give a recommendation on your behalf • Fellow Members of LinkedIn Groups • Yes, even if you don‟t know them “in real life” LinkedIn and the CPA
  • 25. 7 Essential LinkedIn Activities • Sign up • Can‟t participate if you don‟t join • Maintain a complete profile • Don‟t let it stagnate • Update your status • Show you are attentive • Connect • Build your network of primary, secondary and tertiary relationships • Join a group • Connect with people of similar interests, share strategies, complain about tax season and get sympathy • Share a link or answer a question • Provide added value and items of interest • Follow a company [maybe the competitor] LinkedIn and the CPA
  • 26. 7 Essential LinkedIn Settings to Modify • Profile Photo • Everyone, network, or connections only • Public Profile • Create your branded URL then choose which items appear in a search to others • Manage Recommendations • Public or private • Member Feed Visibility • Choose who sees your updates [everyone, network or connections only] • Network Updates • Control what updates you get on your homepage • Connections Browse • Control who sees your connections [can your competition?] • Authorized Applications LinkedIn and the CPA
  • 27. 7 Essential Groups to Join • Your company‟s group • Engage members in discussion, refer people to other services and develop reciprocal relationships • AICPA [American Institute of CPAs] • Lots of groups here from YoungCPAs to Tax Section • State CPA Society • The CPA support group for the state • SocialCPAs • CPAs and social networking of all platforms, not just LinkedIn • Your practice group • What expertise do you have? Join that group. • International CPA Association • Help others and get help of a different perspective • Your competitors • Isn‟t it obvious? Research. Intel. LinkedIn and the CPA
  • 28. 5 Super Active Finance-Related Groups • Finance Club • This is a kitchen-sink group-14 subgroups according to field. • Finance and Accounting Pros • The subgroups of this group are divided into four categories: • Finance & Accounting Recruiters Only (I have a job) • Finance & Accounting Job Seekers Only (I need a job) • Finance Professionals (Jobs & Networking) • Accounting Professionals (Jobs & Networking) • Finance Services Careers • Created just days before Lehman collapsed in 2008, this group connects job seekers and hiring managers in a range of finance sectors. LinkedIn and the CPA
  • 29. 5 Super Active Finance-Related Groups • Financial Services Regulation • The group's purpose is to keep regulation officials informed, so it's a good go-to service for staying up-to-date on the labyrinth of finreg. • Real Estate Finance & Networking • This group connects individuals in commercial and residential real estate, as well as those in mortgage brokerage, asset management, distressed debt and more. LinkedIn and the CPA
  • 30. Use LinkedIn for What? • Manage existing clients • Distribution of quality info to clients • Generate referrals through clients and referring businesses • Secure new clients through search • Prevent attrition by offering additional services • Share content • Give clients valuable connections and referrals • Increase your own web visibility/SEO rank/traffic in general • Low or no cost marketing • Recruitment • Research of trends • Get/give advice LinkedIn and the CPA
  • 31. Steps to gain a referral • Social media flattens the referral process-you are already connected • Search for the client you want among your contacts • View your contacts and their contacts • Use the platform to build goodwill through a mutual connection • Message them or ask to be introduced through your mutual contact • Did someone search you? Connect with them, use their curiosity to get to their contacts • Prospect, search, connect, follow up LinkedIn and the CPA
  • 32. Peer Pressure LinkedIn and the CPA
  • 33. Peer Pressure LinkedIn and the CPA
  • 34. 15-minutes a day • Minutes 1–5: • Complete a status update. • Have you just landed a new client (no names, of course, unless your client agrees) or achieved a personal best? • It only takes a minute, but each posting is far- reaching thanks to „LinkedIn‟s Weekly Updates‟ broadcast. LinkedIn and the CPA
  • 35. 15-minutes a day • Minutes 6–10: • Browse „All Updates‟ on your „Home‟ page. • Congratulate a connection or comment on a profile update, even if it‟s just to say, “Great new photo.” • All of these comments go out to your entire network. LinkedIn and the CPA
  • 36. 15-minutes a day • Minutes 11–15: • Glance through „People You May Know‟ by clicking on „Add Connections‟ in the upper-right corner of the „Profile‟ screen and selecting it from the screen that appears. • These are people who are connected to your connections. If you see someone you know, invite him or her to join your network. • When your invitation is accepted, „All Updates‟, shown on your „Home‟ page, will reflect that and your new connection will be included in the „Weekly Updates‟ broadcast. LinkedIn and the CPA
  • 37. LinkedIn Value James Potter, Insight Marketing “When you know how to use LinkedIn well, you’ll save yourself a ton of time. You will walk through open doors instead of making cold calls; you’ll enhance your personal reputation and the profile of your practice; you’ll access outstanding information and opportunities that would previously have missed and ultimately you will increase your revenue.” LinkedIn and the CPA
  • 38. Why engage? LinkedIn and the CPA
  • 39. LinkedIn Resources • Quick tour and navigation • Questions and concerns • 834 quick consult LinkedIn and the CPA
  • 40. Sources • Socialcpas.com • Linkedin.com • InsightMarketing • Journal of Accountancy • Square Martini Media • Top Dog Social • LinkedUp Grand Rapids • Accounting Today • CPA Social Trends • http://cpat-jacksonwhelan.netdna-ssl.com/wp- content/uploads/2010/11/SocialCPAs-via- CPATrendlines.pdf • Not used but a GREAT „how to‟ [oldie but a goodie] • http://www.cpasuccess.com/2010/07/cpas-how- to-jumpstart-your-social-media-strategy.html LinkedIn and the CPA
  • 41. Connect with us! 834 Design & Marketing http://834design.com/ Kim Bode kim@834design.com @834design http://www.linkedin.com/in/kimbode Adrienne Wallace adrienne@834design.com @adriwall http://www.linkedin.com/in/adriwall Facebook https://www.facebook.com/834design LinkedIn http://www.linkedin.com/company/2609249 LinkedIn and the CPA

Notas del editor

  1. Old Model of Interpersonal Communication:One person, sending a message to other one person(s) at a time.
  2. New Model of Interpersonal Communication
  3. Creating paradigm flexibility within the way we communicate-must be able to do all types today
  4. How to get customers to spread your message-the new referral-Amplification
  5. Your clients are talking-you better be listening.
  6. “Satisfied customers are the best source of new customers,” says Guy Kawasaki. Referrals are still the biggest source of new clients for accountants. A
  7. Discuss why these are important
  8. Your clients are talking-you better be listening.
  9. Your clients are talking-you better be listening.
  10. Your clients are talking-you better be listening.