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Social Media:                Security risk or ??www.melkettle.com.au            @melkettleThursday, 27 October 2011
www.slideshare.net/melkettlewww.melkettle.com.au                @melkettleThursday, 27 October 2011
Doing what you have                       always done will no                     longer get you what you                 ...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
www.melkettle.com.au        @melkettleThursday, 27 October 2011
“By 2011 90% of                             your sales will                            come from word                     ...
Socialnomics 2011www.melkettle.com.au                            @melkettleThursday, 27 October 2011
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Social media use           In Australia:           • Facebook - 10.6m users           • Blogspot - 5.6m           • Wordpr...
In Australia             • Facebook - 19.3% pages viewed in Sept 2010.               Compared to 7.4% Google             •...
Not only for kids...www.melkettle.com.au                           @melkettleThursday, 27 October 2011
Brand facts           • Facebook: 40% follow a brand. 51% of these             will purchase brand           • Twitter: 25...
Changing perceptionswww.melkettle.com.au              @melkettleThursday, 27 October 2011
What does this mean                            for you?www.melkettle.com.au                   @melkettleThursday, 27 Octob...
Social networks used by Small Business                     Twitter                                             78%        ...
From a CPA perspective                    • Education- tax, super, etc                    • Recruitment                   ...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Networking by finance professionals               • 45% written communications (emails, letters)                • 28% prima...
Financial services and social media       • 72% have a social media account             • 88% facebook             • 58% L...
Source: www.mergisgroup.comwww.melkettle.com.au                      @melkettleThursday, 27 October 2011
Case study: @FletcherTax             Accountant specialising in tax compliance for             micro and small business   ...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Security and riskwww.melkettle.com.au                            @melkettleThursday, 27 October 2011
External risk                    • Phishing                    • Hackers                    • Spammers                    ...
Internal risk                    • General carelessness                    • Ego                    • Staff leaks - delibe...
Mitigation...                    • Strong network security including anti-                      virus, anti-spyware, anti-...
More mitigation...                • Have a clear social media policy in place                • Confidentiality agreements  ...
Social media policy             • Link to Code of conduct, IT, business policies             • Provides structure         ...
Consider...                    • Boundaries                    • Transparency                    • Confidentiality         ...
A few tips             • Have a social media policy             • Think before you post             • Don’t click on short...
Privacy - facebookwww.melkettle.com.au                         @melkettleThursday, 27 October 2011
Privacy - LinkedInwww.melkettle.com.au                         @melkettleThursday, 27 October 2011
Privacy - twitterwww.melkettle.com.au                            @melkettleThursday, 27 October 2011
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Risk of             NOT            using            social            mediawww.melkettle.com.au        @melkettleThursday,...
You can buy attention (advertising).                             You can beg for attention from the media (PR).           ...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Old communication was one-waywww.melkettle.com.au                                    @melkettleThursday, 27 October 2011
Now communication is two-way                            And conversations are with manywww.melkettle.com.au               ...
Business is no longer B2B.                               It’s no longer B2C.                                  It’s now P2P...
Social media is:                    • Instant                    • Interactive                    • Accessible            ...
Social media is a                        fundamental shift in                        how we do businesswww.melkettle.com.a...
4 P’s of Marketingwww.melkettle.com.au                         @melkettleThursday, 27 October 2011
4 P’s of Marketingwww.melkettle.com.au                         @melkettleThursday, 27 October 2011
4 C’s of marketing                              and social media...                1. Customers                2. Content ...
Customers                    • Customer is #1                    • Know who they are!                    • Go where they g...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Content                    • Content is king - words, video, photos                    • Provide information that is valua...
Channel                    • Which social media channel is right for you?                    • Go where your customers go ...
Community                    • Engage with customers                    • Encourage and provide tools for them            ...
Changing perceptionswww.melkettle.com.au              @melkettleThursday, 27 October 2011
Monitoring                            http://www.google.com/alertswww.melkettle.com.au                                    ...
•     Engage and connect with your customers           •     Get a greater online presence           •     Gain greater br...
How do I create a                              social media                               strategy ?www.melkettle.com.au  ...
Social media does not                       stand alonewww.melkettle.com.au                @melkettleThursday, 27 October ...
Integrate it into ALL                        your marketingwww.melkettle.com.au                    @melkettleThursday, 27 ...
www.melkettle.com.au        @melkettleThursday, 27 October 2011
Promote yourselfwww.melkettle.com.au                           @melkettleThursday, 27 October 2011
Measure what you do                    • Quality vs quantity                    • ROI vs ROE                    • Number a...
What’s next???www.melkettle.com.au                         @melkettleThursday, 27 October 2011
Thank you.                            @melkettle             www.melkettle.com.auwww.melkettle.com.au                     ...
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1110 cpa bayside

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Presentation delivered to CPA Bayside chapter, October 2011

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  1. 1. Social Media: Security risk or ??www.melkettle.com.au @melkettleThursday, 27 October 2011
  2. 2. www.slideshare.net/melkettlewww.melkettle.com.au @melkettleThursday, 27 October 2011
  3. 3. Doing what you have always done will no longer get you what you have always gotwww.melkettle.com.au @melkettleThursday, 27 October 2011
  4. 4. www.melkettle.com.au @melkettleThursday, 27 October 2011
  5. 5. www.melkettle.com.au @melkettleThursday, 27 October 2011
  6. 6. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009www.melkettle.com.au @melkettleThursday, 27 October 2011
  7. 7. Socialnomics 2011www.melkettle.com.au @melkettleThursday, 27 October 2011
  8. 8. www.melkettle.com.au @melkettleThursday, 27 October 2011
  9. 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.auwww.melkettle.com.au @melkettleThursday, 27 October 2011
  10. 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.auwww.melkettle.com.au @melkettleThursday, 27 October 2011
  11. 11. Not only for kids...www.melkettle.com.au @melkettleThursday, 27 October 2011
  12. 12. Brand facts • Facebook: 40% follow a brand. 51% of these will purchase brand • Twitter: 25% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleThursday, 27 October 2011
  13. 13. Changing perceptionswww.melkettle.com.au @melkettleThursday, 27 October 2011
  14. 14. What does this mean for you?www.melkettle.com.au @melkettleThursday, 27 October 2011
  15. 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.comwww.melkettle.com.au @melkettleThursday, 27 October 2011
  16. 16. From a CPA perspective • Education- tax, super, etc • Recruitment • Industry trends and legislation • Branding • Community • Networking • BE AWARE OF CONFIDENTIALITYwww.melkettle.com.au @melkettleThursday, 27 October 2011
  17. 17. www.melkettle.com.au @melkettleThursday, 27 October 2011
  18. 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 researchwww.melkettle.com.au @melkettleThursday, 27 October 2011
  19. 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.comwww.melkettle.com.au @melkettleThursday, 27 October 2011
  20. 20. Source: www.mergisgroup.comwww.melkettle.com.au @melkettleThursday, 27 October 2011
  21. 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 twitterwww.melkettle.com.au @melkettleThursday, 27 October 2011
  22. 22. www.melkettle.com.au @melkettleThursday, 27 October 2011
  23. 23. www.melkettle.com.au @melkettleThursday, 27 October 2011
  24. 24. Security and riskwww.melkettle.com.au @melkettleThursday, 27 October 2011
  25. 25. External risk • Phishing • Hackers • Spammers • Other idiots who want your info... don’t let them get it!www.melkettle.com.au @melkettleThursday, 27 October 2011
  26. 26. Internal risk • General carelessness • Ego • Staff leaks - deliberate and accidental • Blur between personal and professional • Increased use of smart phoneswww.melkettle.com.au @melkettleThursday, 27 October 2011
  27. 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 emailswww.melkettle.com.au @melkettleThursday, 27 October 2011
  28. 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 mediawww.melkettle.com.au @melkettleThursday, 27 October 2011
  29. 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 managementwww.melkettle.com.au @melkettleThursday, 27 October 2011
  30. 30. Consider... • Boundaries • Transparency • Confidentiality • Financials • Consequences • Work usewww.melkettle.com.au @melkettleThursday, 27 October 2011
  31. 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 Foursquarewww.melkettle.com.au @melkettleThursday, 27 October 2011
  32. 32. Privacy - facebookwww.melkettle.com.au @melkettleThursday, 27 October 2011
  33. 33. Privacy - LinkedInwww.melkettle.com.au @melkettleThursday, 27 October 2011
  34. 34. Privacy - twitterwww.melkettle.com.au @melkettleThursday, 27 October 2011
  35. 35. www.melkettle.com.au @melkettleThursday, 27 October 2011
  36. 36. Risk of NOT using social mediawww.melkettle.com.au @melkettleThursday, 27 October 2011
  37. 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 legendwww.melkettle.com.au @melkettleThursday, 27 October 2011
  38. 38. www.melkettle.com.au @melkettleThursday, 27 October 2011
  39. 39. Old communication was one-waywww.melkettle.com.au @melkettleThursday, 27 October 2011
  40. 40. Now communication is two-way And conversations are with manywww.melkettle.com.au @melkettleThursday, 27 October 2011
  41. 41. Business is no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person.www.melkettle.com.au @melkettleThursday, 27 October 2011
  42. 42. Social media is: • Instant • Interactive • Accessible • Measurable • User generated contentwww.melkettle.com.au @melkettleThursday, 27 October 2011
  43. 43. Social media is a fundamental shift in how we do businesswww.melkettle.com.au @melkettleThursday, 27 October 2011
  44. 44. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 27 October 2011
  45. 45. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 27 October 2011
  46. 46. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Communitywww.melkettle.com.au @melkettleThursday, 27 October 2011
  47. 47. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with themwww.melkettle.com.au @melkettleThursday, 27 October 2011
  48. 48. www.melkettle.com.au @melkettleThursday, 27 October 2011
  49. 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 @melkettleThursday, 27 October 2011
  50. 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 considerationswww.melkettle.com.au @melkettleThursday, 27 October 2011
  51. 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 informationwww.melkettle.com.au @melkettleThursday, 27 October 2011
  52. 52. Changing perceptionswww.melkettle.com.au @melkettleThursday, 27 October 2011
  53. 53. Monitoring http://www.google.com/alertswww.melkettle.com.au @melkettleThursday, 27 October 2011
  54. 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 notwww.melkettle.com.au @melkettleThursday, 27 October 2011
  55. 55. How do I create a social media strategy ?www.melkettle.com.au @melkettleThursday, 27 October 2011
  56. 56. Social media does not stand alonewww.melkettle.com.au @melkettleThursday, 27 October 2011
  57. 57. Integrate it into ALL your marketingwww.melkettle.com.au @melkettleThursday, 27 October 2011
  58. 58. www.melkettle.com.au @melkettleThursday, 27 October 2011
  59. 59. Promote yourselfwww.melkettle.com.au @melkettleThursday, 27 October 2011
  60. 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 mouthwww.melkettle.com.au @melkettleThursday, 27 October 2011
  61. 61. What’s next???www.melkettle.com.au @melkettleThursday, 27 October 2011
  62. 62. Thank you. @melkettle www.melkettle.com.auwww.melkettle.com.au @melkettleThursday, 27 October 2011
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