1. Social Media Bootcamp For Accountants

2. What do you want to get out of this session? Sole practitioner? In a firm? Size? What’s your role? What’s your experience been? If don’t use it, what are your reservations What would you like to come away from the session with? Confidential 9/11/11

3. Today you’ll learn: What social media is and why you should care about it What social networks have been beneficial for accounting firms How to begin and where to start How to create a social media policy for your company How to measure the impact of your social media efforts How to use QR codes Confidential 9/11/11

4. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?

5. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? Confidential 9/11/11

6. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? Social technology allows people to talk about brands with unprecedented speed and volume… Confidential 9/11/11

7. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? … it also empowers brands to tap into the passions and needs of an audience “Fastest Time to Reach 1 Million Twitter Followers” 25 hours and 17 minutes Winning! Confidential 9/11/11

8. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? Who cares? Why should I be paying attention?

10. Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.

11. Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet. Copyright R2Integrated 2011

12. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? The Internet is a decision engine Confidential 9/11/11

13. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? On the social web, decision making is more social than ever before Confidential 9/11/11

14. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? Social is not a channel or a media It’s a behavior Allows you to engage your prospects and clients with a speed and volume never possible before

16. If Facebook were a country it would be the third largest

17. Twitter’s search engine gets 600 million queries every day

18. YouTube is the second largest search engine in the world

19. There are over 200,000 blogs

20. 25% of search results for the world’s largest brands are links to user-generated contentStatistics from social media revolution 2 & website-monitoring.com

21. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? This is where your clients and prospects are

22. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT? Allows you to go to where they are Confidential 9/11/11

24. Understand the efforts that are most effective and maximize them

26. Build Awareness Attract the best and brightest Establish position as thought leader in an area of expertise Attract new business WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Proven benefits for accounting firms

27. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Owned Properties Optimize social properties using content to provide value, engage with audience and build relationships. Advocacy, Loyalty, Acquisition Confidential 9/11/11

28. Ernst & Young’s Facebook page Henry & Horne’s blogs Freed Maxick CPAs Twitter feed WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Case studies

29. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? ERNST & YOUNG

31. Way to show their personality and what the culture is like while remaining professional

32. Anybody can post on the wall; don’t take down negative posts

33. Someone from the firm replies to queries and comments personally

34. Opportunity for recruitment season-focused campaigns

35. Promote recruitment events

37. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

38. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? HENRY & HORNE

40. Position yourself as subject matter expert and thought leader

41. Share your insights and analysis

42. Promote the insights of others

43. Encourage and engage commentary

44. Huge SEO benefits—before blogging only found if someone typed in the firm name. Now ranked on first page for specific topic- or industry-specific keywords

46. Valuation and forensic services

47. Employee benefits audit services

48. Tax insights

49. Healthcare

51. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

52. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

53. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

54. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? FREED MAXICK

56. Keep current on the pulse of what is going on locally, in accounting circles and in target industries

57. Promote own thought leadership and the work of others that people might find valuable

58. Connect with reporters to offer resources for stories

60. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

61. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Social marketing is not about silver bullets One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured. Ongoing social media engagement (Rhythm of Business) Advocates Time Confidential 9/11/11

62. 15 MINUTE BREAK

63. LINKEDIN

65. How much time a week do you spend on LinkedIn?

67. World’s largest professional network on the Internet with more than 120 million members—45 million in the US

69. Use LinkedIn for biz dev

70. Research

71. Groups

72. Answers

74. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Opportunity for thought leadership

75. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

76. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

77. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Be specific about your achievements Identify what you do and the results

78. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Be specific about your achievements Identify what you do and the results

79. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

80. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

81. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

82. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

83. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

84. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

85. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Add sections including:

86. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Add applications including:

87. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Move elements to create a custom profile Recommended sections and order for accountants 1. Basic info Thought Leadership Slideshare Box Blog Tweets 2. Summary 3. Experience 4. Certifications 5. Skills 6. Recommendations 7. Volunteer Experience 8. Organizations 9. Honors and Awards 10. Education 11. Additional info 12. Personal info 13. Contact your name for If frequent: Events Trip it

88. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Make your profile keyword rich Make it easy for search engines to fine you Make a list of your services and target markets Ex. Naden Lean Dentists Dental practice Dental accounting Dental CPA Dental tax planning and accounting Ron Ehman is a dental CPA with 10+ years experience providing dental tax planning and accounting for dentists and dental practices lawn maintenance, gardening services, and lawn mower small businesses in Maryland.

90. Use LinkedIn for biz dev

91. Research

92. Groups

93. Answers

95. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? In profile: Books read Groups, etc.

96. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?

98. Receives an award

99. Is speakingComment and congratulate!

100. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Prospect, referral source and recruiting research

101. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Prospect, referral source and recruiting research

102. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Prospect and referral research

103. WHERE HAVE ACCOUNTANTS FOUND SUCCESS? Prospect and referral research

104. 15 MINUTE BREAK

105. WHERE DO I START?

107. LinkedIn groups

108. LinkedIn answers

109. Google blog search: http://www.google.com/blogsearch

110. Twitter search

111. Google alerts: http://www.google.com/alertsConfidential 9/11/11

114. Audiences

115. Identify what networks for what audiences and goalsConfidential 9/11/11

116. WHERE DO I START? Now what? Example: LinkedIn Fifteen minutes three times a week Minutes 1–5: Update your status Minutes 6–10: Comment on network updates Minutes 11–15: One of these activities: connect, ask/answer questions, targeted research Confidential 9/11/11

117. WHERE DO I START? How would you use social media? What business goals could it help you with? What target audiences could it help you reach? What social tactics could you use? Confidential 9/11/11

118. HOW TO CREATE A SOCIAL MEDIA POLICY

119. HOW TO CREATE A SOCIAL MEDIA POLICY Should you have a social media policy? 69% of companies in the Americas don’t have a social media policy. Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010 Confidential 9/11/11

120. HOW TO CREATE A SOCIAL MEDIA POLICY What are you worried about? Productivity 78% of US at-work Internet users spent less than a half hour a day on social networking sites while at work Source: WorkPlace Media, May 2009 Reputation management Just 8% of companies in the Americas said their reputation had been hurt by employee use of social networks Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010 Confidential 9/11/11

122. Permission-based not restrictive-based

123. Empower your employees to be brand ambassadors

124. Supports a sound strategyConfidential 9/11/11

126. Respect confidentiality

127. Honor privacy

128. Provide disclaimers

129. Use common senseConfidential 9/11/11

131. Don’t comment on your company’s business performance

132. Mind copyright and fair use lawsConfidential 9/11/11

134. General descriptions of an engagement or project are ok but don’t include specific identifying details

135. Mind your own privacyConfidential 9/11/11

137. Write in the first person, use your own voice if you’re discussing your personal opinions

138. If you write about the company make it clear the views are your own

139. Be mindful of how you’re presenting yourself onlineConfidential 9/11/11

141. Help others succeed

142. Help colleagues, clients, prospects, partners increase performance and solve business challenges

143. Expand understanding of important topics

144. Promote important industry eventsConfidential 9/11/11

146. Don’t pick fights

147. Own up to your mistakes

148. Use good judgment and accept responsibility

149. Work always comes firstConfidential 9/11/11

150. HOW TO CREATE A SOCIAL MEDIA POLICY Gain Buy-In Training is crucial to making people feel invested in your social media campaign and ultimately its success Explain the thinking behind your strategy and how your policy supports it Do you need staff to sign your policy?

151. HOW TO CREATE A SOCIAL MEDIA POLICY Policy examples IBM Social Computing Guidelineshttp://www.ibm.com/blogs/zz/en/guidelines.html Coca Cola Online Social Media Principleshttp://www.thecoca-colacompany.com/socialmedia/ MACPA Social Media Policy http://www.macpa.org/Content/25247.aspx Confidential 9/11/11

152. HOW TO MEASURE SOCIAL MEDIA

153. HOW TO MEASURE SOCIAL MEDIA Know where you are now Awareness Thought leadership position Number of job inquiries each month New business closed each month How many know this information? Confidential 9/11/11

154. HOW TO MEASURE SOCIAL MEDIA Measuring social media is tricky How do you connect a sale to social media? Multiple metrics Can use Google Analytics to track to a social site but not to a specific one of your posts: http://www.google.com/analytics/ Tracking codes Manual information gathering Let’s keep it as simple as possible Confidential 9/11/11

156. HOW TO MEASURE SOCIAL MEDIA New business Ask clients how they heard about you Make that question part of initial client intake Add it to your online contact form Phone Email Confidential 9/11/11

157. HOW TO MEASURE SOCIAL MEDIA Awareness Google Adwords Keyword tool: monthly search volume Google analytics: unique visitors Number of fans, followers Number of subscribers Traffic from social sites Confidential 9/11/11

158. HOW TO MEASURE SOCIAL MEDIA Thought leadership position Comments on your blog Website downloads LinkedIn questions answered Twitter retweets Number of fans, followers Number of subscribers Confidential 9/11/11

159. HOW TO MEASURE SOCIAL MEDIA Recruiting # of fans Facebook comments # of inquiries from Facebook Traffic to your careers page from Facebook Confidential 9/11/11

160. QR CODES

162. Drive to online content: website, social network, video, etc.

163. Enable direct calls, emails

164. Download an MP3

166. QR CODES Is it audience appropriate?

167. QR CODES QR codes MicrosoftTag

169. Explain what apps they need and how to download

170. Promote the timing and details of a campaign

172. These networks are important because of their influence on buying decisions

173. Select networks to participate in based on your goals and the audiences you’re trying to reach

174. If you use nothing else, use LinkedIn

175. For thought leadership, use blogs and twitter

176. Facebook is best for recruiting

177. Measure your efforts if you can