1110 cpa bayside
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Presentation delivered to CPA Bayside chapter, October 2011

Presentation delivered to CPA Bayside chapter, October 2011

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1110 cpa bayside 1110 cpa bayside Presentation Transcript

  • 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 have always gotwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 of mouth or digital promotion” Seth Godin, 2009www.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 • 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
  • 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
  • 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% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Changing perceptionswww.melkettle.com.au @melkettleThursday, 27 October 2011
  • What does this mean for you?www.melkettle.com.au @melkettleThursday, 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.comwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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
  • www.melkettle.com.au @melkettleThursday, 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 researchwww.melkettle.com.au @melkettleThursday, 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.comwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Source: www.mergisgroup.comwww.melkettle.com.au @melkettleThursday, 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 twitterwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 • Other idiots who want your info... don’t let them get it!www.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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
  • 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
  • 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
  • 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
  • Consider... • Boundaries • Transparency • Confidentiality • Financials • Consequences • Work usewww.melkettle.com.au @melkettleThursday, 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 Foursquarewww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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, 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 legendwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 @melkettleThursday, 27 October 2011
  • 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
  • Social media is: • Instant • Interactive • Accessible • Measurable • User generated contentwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Social media is a fundamental shift in how we do businesswww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 3. Channel 4. Communitywww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with themwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • www.melkettle.com.au @melkettleThursday, 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 @melkettleThursday, 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 considerationswww.melkettle.com.au @melkettleThursday, 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 informationwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Changing perceptionswww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Monitoring http://www.google.com/alertswww.melkettle.com.au @melkettleThursday, 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 notwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • How do I create a social media strategy ?www.melkettle.com.au @melkettleThursday, 27 October 2011
  • Social media does not stand alonewww.melkettle.com.au @melkettleThursday, 27 October 2011
  • Integrate it into ALL your marketingwww.melkettle.com.au @melkettleThursday, 27 October 2011
  • 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 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
  • What’s next???www.melkettle.com.au @melkettleThursday, 27 October 2011
  • Thank you. @melkettle www.melkettle.com.auwww.melkettle.com.au @melkettleThursday, 27 October 2011