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Ge#ng an ROI from Social
Media via ROA (Return on A:en;on) AICPA Forensic & Valua;ons Conference Orlando, FL November 13, 2012 Tom Hood, CPA.CITP.CGMA CEO Maryland Associa;on of CPAs Business Learning Ins;tute
“Unconference” • The next 9
slides (pages) are from the “unconference” por;on of this session. Tools used were www.gosoapbox.com audience par;cipa;on systems, twi:er (hashtag #AICPAFVC), and i2a: Insights to Go worksheet (h:p://www.bizlearning.net/live/i2astrategicplanning) • Par;cipants were given ;me to reﬂect and record insights and work on an immediate ac;on plan to take their learning back home.
“Leadership is the ability
to gain insights and the ap;tude to turn them into ac;on. Insight without ac;on is either useless or destruc;ve.” – Tom Hood & Gretchen Pisano developers of i2a:Insights to Ac;on Strategic Thinking System h:p://www.bizlearning.net/live/i2astrategicplanning
The DEAD trends • Demographic
trend which will make your experience irrelevant • Experience trend which will make your knowledge obsolete & irrelevant • A:en;on trend which will make your eﬀorts irrelevant • Democra;c trend which will make your power irrelevant Source: Emmanuel Gobillot author of Leadershie
Five Things Every Professional Needs
to be Good At 1. Learning and staying on the cu#ng edge. 2. Managing your career (yep, you have to take charge of your own career). 3. Doing the work (research, produc;vity, communica;on). 4. Interac;ng with your peers and colleagues. 5. Becoming a thought leader in your ﬁeld. -‐ Allen Blue co-‐founder Linked-‐In h:p://lnkd.in/HghTcX
The Tools “Use the
tools, don’t let the tools use you!” – Francine McKenna www.retheauditors.com www.twi:er.com/retheauditors
Accoun4ng Firm Use of Social
Media CPA2Biz 2012 Technology Survey 80 70 Firm Usage of Blogs and Twitter 60 each up 60% year-over-year 50 40 2011 30 2012 20 10 -‐ LinkedIn FaceBook Twi:er Blog • 34% of CPAs surveyed are using tablets (iPads) for business purposes, and another 12% plan to soon • According to recent Boomer study, this is as high as 57% for mid sized firms CPA2Biz, Inc. - Proprietary and Confidential Information
Ten things to know about
Social Media? 1. Thought Leadership (Jody Padar example) 2. Engagement with more member/customers and shared insights (AICPA Leadership Academy) 3. Real Time Focus group 4. Communica;on and connec;ng your organiza;on (Marrio: Story & MACPA CFO Conference) 5. MACPA uses of social media 6. The Power of Blogging 7. Case Studies (Connec;ng to Thought Leaders, Connec;ng to Members – Books, MACPA Beach Retreat & NE CPE Conference) 8. Top Ten (Social) Learning Technologies 9. Risk Management 10. It is bigger than you think – Social Business
The Marrio: Story “Bill’s blog
makes me feel connected to the organiza7on in a way I had not felt before. I feel more informed and closer to the organiza7on than ever before.” – from a Marrio: Finance Team member during an MACPA Professional Issues update at their HQ in Bethesda, MD ]. What if you could keep your organiza;on informed and inspired by your thoughts?
Case Study – MACPA Beach
Retreat The next three slides show the way you can use social media to engage a broader audience and create a resource for par;cipants. 1. Post preso on www.slideshare.net 2. Embed it and other resources and links in your blog post 3. Tweet it out and use the @name of people men;oned 4. Let the conversa;on con;nue!
Follow the links How
social media can be used for leadership & learning • Live session at MACPA Beach Retreat • Video interview w/ Emmanuel Gobillot, author of Leadershie h:p://youtu.be/3nUhFut5CjM • Post preso on www.slideshare.net h:p://dld.bz/afX8M • Blog post about Beach Retreat session on www.cpasuccess.com h:p://dld.bz/afX2K • Blog sends out tweet h:p://dld.bz/agc52 men;ons example from class twi:er handles • Tom Peters responds h:p://dld.bz/agc5U • Emmanuel Gobillot responds on Twi:er h:p://dld.bz/agc6v • And on www.bizlearningblog.com w/ comment h:p://dld.bz/agc6C • And involved Joe Bou:e h:p://dld.bz/agc6Q • And featured by Dr. Steve Hornik (UCF – Accoun;ng) h:p://dld.bz/agc8f
The post was even featured
in an accoun;ng educator’s “daily” distributed to his followers. http://dld.bz/agc8f Featured our blog post
Social Media to engage &
connect at the NE CPE conference Another example of using social media to engage a broader audience. In this case I used twi:er to get feedback from CPAs about the use of social media in learning. It also informed CPAs about the NE CPE Conference so they “heard” that we were working hard to improve the learning for them. The followed up with a blog post about the event and got more engagement with comments from the group.
Top Ten Learning Technologies
1. Twi:er – micro-‐upda;ng tool 2. YouTube – video hos;ng and sharing tool 3. GoogleDocs – online collabora;on tool 4. Delicious – social bookmarking tool 5. Slideshare – presenta;on hos;ng and sharing tool 6. Skype – instant messaging and VoIP call tool 7. Google Reader – RSS feed reader 8. Wordpress – blogging tool 9. Facebook – social networking site 10. Moodle – course management system Social Learning is quickly emerging as a major use of social media and a way to engage deeper with our members and par;cipants. Source: www.C4LPT.co.uk
Case Studies On the
Cover of a Magazine? • BCG & Company – blogs, twi:er • Naden/Lean – blogs, twi:er • James Carroll – facebook, twi:er • Morris & D’Angelo
Risk Management Don’t let
this happen to you This is the biggest fear of social media. You can mi;gate this fear with training and a good policy. MACPA’s social media policy incorporates the Code of Ethics of the CPA Profession and our State Board of Accountancy into the best of breed policy from IBM. On the next slide.
It’s Bigger Than You Think
– Social Organiza;ons From: To: Hierarchy Network Command & Control Connect & Collaborate Experience Curve Collabora;on Curve Lecturer Facilitator Push Pull
Where to from here?
“I don’t think it’s crazy to ask if your CEO is the next Mubarak” -‐ Gary Hamel
Are you a social business?
“A Social Business isn’t just a company that has a Facebook page and a TwiMer account. A Social Business is one that embraces and cul7vates a spirit of collabora7on and community throughout its organiza7on—both internally and externally.” h:p://www.ibm.com/blogs/zz/en/
You have 3 years at
most! h:p://cpa.tc/engagement • Cloud • Mobile • Social • Value-‐added • Collabora;ve h:p://cpa.tc/socialbiz
The challenge is how to
position our organizations for L > C “To keep pace in your L>C industry, let alone as aleader, requires your rate of LEARNING to begreater than, or equal to, the rate of CHANGE.”
Why you should care about
Social Media “In-‐forming is the individual persons analog to open-‐sourcing, outsourcing, insourcing, supply-‐chaining, and oﬀshoring. Informing is the ability to build and supply your own personal supply chain—a supply chain of informa4on, knowledge, and entertainment. In-‐ forming is about self-‐collabora4on— becoming your own self-‐directed and self-‐ empowered researcher, editor, and selector of entertainment. – Thomas Friedman
Five Ways to Get started…
1. Create your digital footprint (Linked-‐In, Facebook, Google +, Twi:er, blog) 2. Start listening (use google reader and twi:er to start listening) 3. Make friends (build your network and follow on twi:er) 4. Create & Share (join the conversa;on by commen;ng, Retwee;ng, and start a blog) 5. Recognize & Reciprocate (always recognize and a:ribute other’s work)
If you need help
Let Bill Sheridan, Na;onal Thought Leader and architect of MACPA’s award-‐ winning social media strategy, be your trusted guide to help you jump start your social media exper;se. In seven tele-‐coaching sessions, Bill will guide you through crea;ng a social strategy and hands-‐on coaching to get you up and running fast! BLI program: Social Media Strategy & Quick Start: Developing and Implemen;ng a Social Media Strategy for CPA Firms & Organiza;ons h:p://cpa.tc/8s
Start Today! “On the
ﬁeld of the Self stand a knight and a dragon. You are the knight and Resistance is the dragon” – Steven Pressﬁeld Do the Work
Some star;ng points • Michelle
Golden (Golden Prac;ces; h:p://goldenmarke;ng.typepad.com) • Paul Caron (TaxProf; h:p://taxprof.typepad.com) • Caleb Newquist & Adrienne Gonzalez (Going Concern; h:p://goingconcern.com) • Rick Telberg (CPA Trendlines; h:p://cpatrendlines.com) • Francine McKenna (re: The Auditors; h:p://retheauditors.com) • David Albrecht (The Summa; h:p://profalbrecht.wordpress.com) • Tax Policy Center (Tax Vox; h:p://taxvox.taxpolicycenter.org) • Tax Founda;on (Tax Policy; www.taxfounda;on.org /blog) • Tom Hood and Bill Sheridan (CPA Success; www.cpasuccess.com) • Blumer CPAs/THRIVEal h:p://blumercpas.com/blog • Kelly Phillips Erb Tax Girl h:p://blogs.forbes.com/kellyphillipserb • Tom Selling The Accoun;ng Onion h:p://accoun;ngonion.typepad.com • Jody Padar -‐ Accoun;ng Tomorrow h:p://www.accoun;ngtoday.com/acto_blog/ • Jeﬀ Drew – Another71 (CPA Exam blog) h:p://www.another71.com/
More Resources CPA Success posts
about social media h:p://www.cpasuccess.com/social-‐media/ Self-‐directed learning guide – 15 min a day h:p://www.cpalearning2.com/ Can Social Media Help You Learn? h:p://cpa.tc/sociallearn Making Social Media Work for You h:p://www.journalofaccountancy.com/Mul;media/TomHood.htm Social Media for Learning h:p://cpa.tc/sociallearn Social Media for CPAs and CEOs – interviews & stories h:p://cpa.tc/social How to Leverage Social Media – Journal of Accountancy h:p://cpa.tc/8u
Recommended Reading • The
Corporate Blogging Book by Debbie Weil • Crush-‐It by Gary Vaynerchuk • The Whuﬃe Factor by Tara Hunt • Here Comes Everybody by Clay Shirky • Social Media Strategies for Professionals and Their Firms by Michelle Golden • Switch: How to Change When Change is Hard – Chip & Dan Heath • Escaping Velocity by Geoﬀrey Moore
Follow me on: Tom Hood,
CPA.CITP ü Twi:er: h:p://www.Twi:er.com/tomhood CEO ü LinkedIn: h:p://www.linkedin.com/in/tomhood Maryland Associa4on of CPAs Business Learning Ins4tute ü Facebook: h:p://www.facebook.com/thoodcpa (443) 632-‐2301 ü Plaxo: h:p://tomhood.myplaxo.com E-‐mail firstname.lastname@example.org Web hWp://www.macpa.org ü Slideshare: h:p://www.slideshare.net/thoodcpa Blog hWp://www.cpasuccess.com ü Youtube: h:p://www.youtube.com/thoodcpa Blog hWp://www.bizlearningblog.com ü Second Life avatar name: Rocky Maddaloni