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Social Media:
                Security risk or ??


www.melkettle.com.au            @melkettle
Thursday, 27 October 2011
www.slideshare.net/melkettle




www.melkettle.com.au                @melkettle
Thursday, 27 October 2011
Doing what you have
                       always done will no
                     longer get you what you
                         have always got



www.melkettle.com.au                     @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
“By 2011 90% of
                             your sales will
                            come from word
                              of mouth or
                                 digital
                              promotion”

                            Seth Godin, 2009



www.melkettle.com.au                    @melkettle
Thursday, 27 October 2011
Socialnomics 2011




www.melkettle.com.au                            @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Social media use
           In Australia:
           • Facebook - 10.6m users
           • Blogspot - 5.6m
           • Wordpress - 2.3m
           • LinkedIn - 2m
           • Twitter - 1.9m
           • FourSquare - 63,000


       June 2011, UAV, www.socialmedianews.com.au


www.melkettle.com.au                                @melkettle
Thursday, 27 October 2011
In Australia
             • Facebook - 19.3% pages viewed in Sept 2010.
               Compared to 7.4% Google
             • Average user spent 28 minutes and 58 seconds on
               facebook
             • 77% watched video content in Oct 2010 - 26% on
               mobile
             • 36% access internet via mobile phone in 2010
             • 9% use their mobile phone to purchase
             • 5% total retail sales online in 2010, increasing by 12%
               on 2009
          http://digitalmarketinglab.com.au


www.melkettle.com.au                                         @melkettle
Thursday, 27 October 2011
Not only for kids...




www.melkettle.com.au                           @melkettle
Thursday, 27 October 2011
Brand facts

           • Facebook: 40% follow a brand. 51% of these
             will purchase brand
           • Twitter: 25% follow a brand, 67% will purchase




www.melkettle.com.au                               @melkettle
Thursday, 27 October 2011
Changing perceptions




www.melkettle.com.au              @melkettle
Thursday, 27 October 2011
What does this mean
                            for you?




www.melkettle.com.au                   @melkettle
Thursday, 27 October 2011
Social networks used by Small Business

                     Twitter                                             78%
                 Facebook                                              75%
                  LinkedIn                          30%
                      Tumblr               11%
                            Flickr          13%
             Wordpress                            22%
                     Blogger               10%

                                     0%      20%        40%   60%      80%
        Source: www.prdaily.com



www.melkettle.com.au                                                  @melkettle
Thursday, 27 October 2011
From a CPA perspective
                    • Education- tax, super, etc
                    • Recruitment
                    • Industry trends and legislation
                    • Branding
                    • Community
                    • Networking
                    • BE AWARE OF CONFIDENTIALITY
www.melkettle.com.au                                    @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Networking by finance professionals
               • 45% written communications (emails, letters)
                • 28% primarily network face-to-face
                • 15% via social media.
                • 46% use social sites to network with both personal
                  and business contacts
                • 25% approached about a career opportunity via
                  social networking (68% LinkedIn)
                • 42% research a company’s social media as part of
                  company research
www.melkettle.com.au                                         @melkettle
Thursday, 27 October 2011
Financial services and social media
       • 72% have a social media account
             • 88% facebook
             • 58% LinkedIn
             • 24% twitter
             • 20% YouTube
             • 6% blog
       • Mostly facebook to connect with family/friends
       • LinkedIn preferred for recruitment
          Source: www.mergisgroup.com



www.melkettle.com.au                           @melkettle
Thursday, 27 October 2011
Source: www.mergisgroup.com



www.melkettle.com.au                      @melkettle
Thursday, 27 October 2011
Case study: @FletcherTax
             Accountant specialising in tax compliance for
             micro and small business
             • Passion for business owners to take control of their finances
             • Increased traffic to website/blog = new prospects and clients
             • 20% of leads via twitter
             • Keep up to date with latest industry news
             • Make connections with complimentary advisors
             • Australia wide PR opportunities
             • No specific time allocated - 20 minutes 2 x a day, when on
                hold to the ATO
             • Tax is a dry subject - mix it with practical tips
             • People connect with people - great introduction/filter for
                prospects
             • Facebook and LinkedIn are less used - prefers twitter

www.melkettle.com.au                                                @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Security and risk




www.melkettle.com.au                            @melkettle
Thursday, 27 October 2011
External risk
                    • Phishing
                    • Hackers
                    • Spammers
                    • Other idiots who want your info... don’t
                      let them get it!


www.melkettle.com.au                                      @melkettle
Thursday, 27 October 2011
Internal risk
                    • General carelessness
                    • Ego
                    • Staff leaks - deliberate and accidental
                    • Blur between personal and professional
                    • Increased use of smart phones


www.melkettle.com.au                                        @melkettle
Thursday, 27 October 2011
Mitigation...
                    • Strong network security including anti-
                      virus, anti-spyware, anti-spam, firewall,
                    • Choose unique logins and passwords
                    • Keep your browser up to date
                    • Dodgy sounding emails


www.melkettle.com.au                                      @melkettle
Thursday, 27 October 2011
More mitigation...
                • Have a clear social media policy in place
                • Confidentiality agreements
                • Training and education
                      • Acceptable and proper behaviour
                      • Make sure ALL staff know
                • Monitor staff use of social media

www.melkettle.com.au                                      @melkettle
Thursday, 27 October 2011
Social media policy
             • Link to Code of conduct, IT, business policies

             • Provides structure

             • Outlines what can and can’t be done online

             • Who represents your company?

             • Empowers employees but sets limits

             • Crisis management


www.melkettle.com.au                                        @melkettle
Thursday, 27 October 2011
Consider...
                    • Boundaries
                    • Transparency
                    • Confidentiality
                    • Financials
                    • Consequences
                    • Work use


www.melkettle.com.au                       @melkettle
Thursday, 27 October 2011
A few tips
             • Have a social media policy
             • Think before you post
             • Don’t click on short links eg ow.ly/i/jUvU
             • Beware of messages from people you don’t
               know - especially DM with twitter
             • Be careful of geolocation apps such as
               Foursquare

www.melkettle.com.au                                    @melkettle
Thursday, 27 October 2011
Privacy - facebook




www.melkettle.com.au                         @melkettle
Thursday, 27 October 2011
Privacy - LinkedIn




www.melkettle.com.au                         @melkettle
Thursday, 27 October 2011
Privacy - twitter




www.melkettle.com.au                            @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Risk of
             NOT
            using
            social
            media


www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
You can buy attention (advertising).

                             You can beg for attention from the media (PR).

             You can bug people one at a time to get attention (sales).

                            Or you can earn attention by creating something
                             interesting and valuable and then publishing it
                                                              online for free.

                                                              David Meerman Scott
                                                                 Marketing legend




www.melkettle.com.au                                                  @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Old communication was one-way




www.melkettle.com.au                                    @melkettle
Thursday, 27 October 2011
Now communication is two-way
                            And conversations are with many




www.melkettle.com.au                                      @melkettle
Thursday, 27 October 2011
Business is no longer B2B.

                               It’s no longer B2C.

                                  It’s now P2P.

                                Person 2 Person.

www.melkettle.com.au                                 @melkettle
Thursday, 27 October 2011
Social media is:
                    • Instant
                    • Interactive
                    • Accessible
                    • Measurable
                    • User generated content


www.melkettle.com.au                           @melkettle
Thursday, 27 October 2011
Social media is a
                        fundamental shift in
                        how we do business


www.melkettle.com.au                      @melkettle
Thursday, 27 October 2011
4 P’s of Marketing




www.melkettle.com.au                         @melkettle
Thursday, 27 October 2011
4 P’s of Marketing




www.melkettle.com.au                         @melkettle
Thursday, 27 October 2011
4 C’s of marketing
                              and social media...

                1. Customers
                2. Content
                3. Channel
                4. Community


www.melkettle.com.au                                @melkettle
Thursday, 27 October 2011
Customers

                    • Customer is #1
                    • Know who they are!
                    • Go where they go
                    • Engage and converse with them



www.melkettle.com.au                                  @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Content
                    • Content is king - words, video, photos
                    • Provide information that is valuable to
                      your customers
                    • Be consistent with content
                    • It’s not all white papers...


www.melkettle.com.au                                      @melkettle
Thursday, 27 October 2011
Channel
                    • Which social media channel is right for you?
                    • Go where your customers go - know your
                      target market
                    • Facebook is not for everyone
                    • What suits your personality?
                    • Time and money considerations

www.melkettle.com.au                                     @melkettle
Thursday, 27 October 2011
Community
                    • Engage with customers
                    • Encourage and provide tools for them
                      to engage with each other
                    • People WANT to interact
                    • Customer generated content - for
                      customers by customers in the way
                      customers want to receive information

www.melkettle.com.au                                    @melkettle
Thursday, 27 October 2011
Changing perceptions




www.melkettle.com.au              @melkettle
Thursday, 27 October 2011
Monitoring
                            http://www.google.com/alerts




www.melkettle.com.au                                       @melkettle
Thursday, 27 October 2011
•     Engage and connect with your customers
           •     Get a greater online presence
           •     Gain greater brand credibility
           •     Be ahead of your competitors
           •     Be a part of the conversation - they are happening
                 about your business and your industry whether you
                 are there or not




www.melkettle.com.au                                         @melkettle
Thursday, 27 October 2011
How do I create a
                              social media
                               strategy ?



www.melkettle.com.au                            @melkettle
Thursday, 27 October 2011
Social media does not
                       stand alone



www.melkettle.com.au                @melkettle
Thursday, 27 October 2011
Integrate it into ALL
                        your marketing




www.melkettle.com.au                    @melkettle
Thursday, 27 October 2011
www.melkettle.com.au        @melkettle
Thursday, 27 October 2011
Promote yourself




www.melkettle.com.au                           @melkettle
Thursday, 27 October 2011
Measure what you do
                    • Quality vs quantity
                    • ROI vs ROE
                    • Number and nature of comments
                    • Visits from links to your sites
                    • Sales or new opportunities or other
                      business benefits
                    • Increased word of mouth
www.melkettle.com.au                                        @melkettle
Thursday, 27 October 2011
What’s next???



www.melkettle.com.au                         @melkettle
Thursday, 27 October 2011
Thank you.


                            @melkettle
             www.melkettle.com.au
www.melkettle.com.au                     @melkettle
Thursday, 27 October 2011

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1110 cpa bayside

  • 1. Social Media: Security risk or ?? www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 2. www.slideshare.net/melkettle www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 3. Doing what you have always done will no longer get you what you have always got www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 4. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 5. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 6. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009 www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 7. Socialnomics 2011 www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 8. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 9. Social media use In Australia: • Facebook - 10.6m users • Blogspot - 5.6m • Wordpress - 2.3m • LinkedIn - 2m • Twitter - 1.9m • FourSquare - 63,000 June 2011, UAV, www.socialmedianews.com.au www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 10. In Australia • Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google • Average user spent 28 minutes and 58 seconds on facebook • 77% watched video content in Oct 2010 - 26% on mobile • 36% access internet via mobile phone in 2010 • 9% use their mobile phone to purchase • 5% total retail sales online in 2010, increasing by 12% on 2009 http://digitalmarketinglab.com.au www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 11. Not only for kids... www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 12. Brand facts • Facebook: 40% follow a brand. 51% of these will purchase brand • Twitter: 25% follow a brand, 67% will purchase www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 13. Changing perceptions www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 14. What does this mean for you? www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 15. Social networks used by Small Business Twitter 78% Facebook 75% LinkedIn 30% Tumblr 11% Flickr 13% Wordpress 22% Blogger 10% 0% 20% 40% 60% 80% Source: www.prdaily.com www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 16. From a CPA perspective • Education- tax, super, etc • Recruitment • Industry trends and legislation • Branding • Community • Networking • BE AWARE OF CONFIDENTIALITY www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 17. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 18. Networking by finance professionals • 45% written communications (emails, letters) • 28% primarily network face-to-face • 15% via social media. • 46% use social sites to network with both personal and business contacts • 25% approached about a career opportunity via social networking (68% LinkedIn) • 42% research a company’s social media as part of company research www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 19. Financial services and social media • 72% have a social media account • 88% facebook • 58% LinkedIn • 24% twitter • 20% YouTube • 6% blog • Mostly facebook to connect with family/friends • LinkedIn preferred for recruitment Source: www.mergisgroup.com www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 20. Source: www.mergisgroup.com www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 21. Case study: @FletcherTax Accountant specialising in tax compliance for micro and small business • Passion for business owners to take control of their finances • Increased traffic to website/blog = new prospects and clients • 20% of leads via twitter • Keep up to date with latest industry news • Make connections with complimentary advisors • Australia wide PR opportunities • No specific time allocated - 20 minutes 2 x a day, when on hold to the ATO • Tax is a dry subject - mix it with practical tips • People connect with people - great introduction/filter for prospects • Facebook and LinkedIn are less used - prefers twitter www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 22. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 23. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 24. Security and risk www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 25. External risk • Phishing • Hackers • Spammers • Other idiots who want your info... don’t let them get it! www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 26. Internal risk • General carelessness • Ego • Staff leaks - deliberate and accidental • Blur between personal and professional • Increased use of smart phones www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 27. Mitigation... • Strong network security including anti- virus, anti-spyware, anti-spam, firewall, • Choose unique logins and passwords • Keep your browser up to date • Dodgy sounding emails www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 28. More mitigation... • Have a clear social media policy in place • Confidentiality agreements • Training and education • Acceptable and proper behaviour • Make sure ALL staff know • Monitor staff use of social media www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 29. Social media policy • Link to Code of conduct, IT, business policies • Provides structure • Outlines what can and can’t be done online • Who represents your company? • Empowers employees but sets limits • Crisis management www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 30. Consider... • Boundaries • Transparency • Confidentiality • Financials • Consequences • Work use www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 31. A few tips • Have a social media policy • Think before you post • Don’t click on short links eg ow.ly/i/jUvU • Beware of messages from people you don’t know - especially DM with twitter • Be careful of geolocation apps such as Foursquare www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 32. Privacy - facebook www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 33. Privacy - LinkedIn www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 34. Privacy - twitter www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 35. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 36. Risk of NOT using social media www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 37. You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free. David Meerman Scott Marketing legend www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 38. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 39. Old communication was one-way www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 40. Now communication is two-way And conversations are with many www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 41. Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 42. Social media is: • Instant • Interactive • Accessible • Measurable • User generated content www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 43. Social media is a fundamental shift in how we do business www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 44. 4 P’s of Marketing www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 45. 4 P’s of Marketing www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 46. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Community www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 47. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with them www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 48. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 49. Content • Content is king - words, video, photos • Provide information that is valuable to your customers • Be consistent with content • It’s not all white papers... www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 50. Channel • Which social media channel is right for you? • Go where your customers go - know your target market • Facebook is not for everyone • What suits your personality? • Time and money considerations www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 51. Community • Engage with customers • Encourage and provide tools for them to engage with each other • People WANT to interact • Customer generated content - for customers by customers in the way customers want to receive information www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 52. Changing perceptions www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 53. Monitoring http://www.google.com/alerts www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 54. Engage and connect with your customers • Get a greater online presence • Gain greater brand credibility • Be ahead of your competitors • Be a part of the conversation - they are happening about your business and your industry whether you are there or not www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 55. How do I create a social media strategy ? www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 56. Social media does not stand alone www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 57. Integrate it into ALL your marketing www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 58. www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 59. Promote yourself www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 60. Measure what you do • Quality vs quantity • ROI vs ROE • Number and nature of comments • Visits from links to your sites • Sales or new opportunities or other business benefits • Increased word of mouth www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 61. What’s next??? www.melkettle.com.au @melkettle Thursday, 27 October 2011
  • 62. Thank you. @melkettle www.melkettle.com.au www.melkettle.com.au @melkettle Thursday, 27 October 2011