Social media lessons from the accounting industry by Eric Majchrzak

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Eric tells the story of how he brought in over $6 million dollars in business to his accounting firm as marketing director. As a result he made the top 100 list of most influential people in America …

Eric tells the story of how he brought in over $6 million dollars in business to his accounting firm as marketing director. As a result he made the top 100 list of most influential people in America twice.

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  • PRESENTERThere is a four-step basic framework to creating a social media strategy: Gather intel – also known as research. How are your target audiences using social media? How are your competitors using it?Defining your goals & objectives – you should know what you’re trying to accomplish. Are you looking to generate leads? Network? Recruit? All of this will affect how you use the social media platforms.Draft a plan of action. Based on your goals, you decide how you will use the various social networking tools. You might be primarily monitoring conversations, or you might share relevant links, browse LinkedIn profiles, publish original content, and so on.Choose social media platforms – this is the last step because knowing your goals, and thus the tools you need, will instruct which social media platforms will best accomplish these goals.[][]As we stated at the beginning, knowing what you want to accomplish in social media is very important. Taking stock of where you are now and looking at how you use the tools available to you will help establish what your next steps should be. Is your Facebook page not attracting as much attention as you’d like? What sort of content are you posting? If it’s just a wall full of ads for your business, there is little reason for people to come to your page.You might use your page to publish or share, but if you don’t have the time or inclination to update regularly, you can also use your profile to just be a listener, and monitor clients, prospects, competitors, and questions in the way we discussed.If you can’t regularly update a Facebook page or a Twitter feed, a blog will almost certainly consume more resources than you can spare. But reputational and SEO benefits also represent one of the greatest opportunities to improve your online presence and thus your business.

Transcript

  • 1. Social Media Lessons from the Accounting Industry Eric Majchrzak Chief Marketing Officer BeachFleischman PC
  • 2. 9 ½ Years 1 year
  • 3. 10 Lessons Learned 1. Develop principles, framework of approach and marketing philosophy 2. Adopt a Blue Ocean Strategy or create your own space. 3. Focus on the brand values/attributes- digital vs “in person” 4. Make the intangible, tangible 5. Align marketing efforts with buy-cycle 6. Dominate online search 7. Leads and new business = Currency 8. It‟s OK to Fail – It‟s tough to be good at something never tried 9. Become a student of marketing 10. Surround yourself with people smarter than you
  • 4. Buffalo State College „87-‟91
  • 5. Accounting
  • 6. Beer
  • 7. Radio
  • 8. Over 100 concerts and 200 Remote Broadcasts
  • 9. Beer + Music =
  • 10. 1999-2002
  • 11. 1999
  • 12. Keeping up w/SEO
  • 13. 2003-present
  • 14. Buffalo, NY 2003-2012
  • 15. Old website ‟03 • Brochure website • All About the Firm • No Issues • No Solutions • No content • No calls-to-action • No value • No conversions • No results
  • 16. “People don‟t use Google to find a professional services firm”
  • 17. Comprehensive SEO/SEM Strategy Get found for searches conducted regarding: • Services • Industry Expertise • Hot-button issues • Geography First page of results on Yahoo, Google, etc. Create geographic dominance where necessary National dominance where possible Massive effort to build out content
  • 18. Volunteer Editor - DMOZ
  • 19. Early Social Media • Looking for “High Value” backlinks
  • 20. Google Groups
  • 21. Wikipedia Technical Articles
  • 22. 2006 “Rookie Marketer of the Year”
  • 23. Integrated Marketing
  • 24. Conversion Strategies
  • 25. • High value content • Visitor-centric • Tools • Events • Webinars • Survey results • White papers • Checklists • Articles • Live Chat
  • 26. 10-15 campaigns per year
  • 27. 2008-2012 “Seat Belt” Years
  • 28. Committee Chair Proposed Strategic Plan for Social Media
  • 29. Google Alerts to
  • 30. Facebook 2008
  • 31. 2008: LinkedIn Monitoring for leads on LinkedIn
  • 32. Subscribe to LinkedIn Q&A
  • 33. Twitter 2009
  • 34. Monitoring for leads on Twitter 42
  • 35. Outdoor Digital Twitter Billboard Takes Real-Time Feed From Twitter Digital Billboard Takes Real-Time Feed From Twitter
  • 36. 2009: Elected to Board of Directors Branding Task Force
  • 37. Chris Brogan Jeffrey Hayzlett 2009
  • 38. 2010: Mobile and QR Codes
  • 39. Book Reviews/Case Studies
  • 40. 2010: Real-Time Digital Facebook Billboards
  • 41. 2010: YouTube
  • 42. 2010: Named Faculty Member/Instructor Practitioners Symposium and TECH+ Conference
  • 43. 2011
  • 44. Verified
  • 45. Sponsored Presidential Primary Debates
  • 46. In 6 Months: Twitter Followers
  • 47. Twitter Case Study
  • 48. Beta Tester • Google Plus • Twitter • FacebookDeveloper‟sTimeline • Over half dozen other platforms
  • 49. 2010: Marketing Automation
  • 50. Buy Cycle Marketing AWARENESS INTEREST DESIRE ACTION
  • 51. Align Digital Strategy with Buying Cycle SCREENING (Awareness) EVALUATION (Interest) PREFERENCE (Desire) PROCUREMENT (Action) Buying Cycle Content Messaging Mass awareness Landing Pages Drip Marketing “Sales-ready” One-on-one Conversion Tactics
  • 52. • Qualifying activities • Governance Changes • Process Changes • Technology Changes • Operational Changes • Legislation, Compliance and Regulatory Matters • Changes at CEO/CFO • Board, Audit Committee Changes • M&A/Spin-offs • Restructuring • Restatements • IT security problems • Fraud • Patents • Construction • Doing business Globally • Expansion • Outsourcing/CoSourcing • Bankruptcy • IRS Audit Understanding “Change Events” and “Triggers” and what services they relate to
  • 53. Digital media strategy Gather Intel Goals and Objectives Tactics Choosing Platform Architecture Engage Measure
  • 54. Marketing Department Structure Marketing Committee MARKETING COMMITTEE CHAIR Eric Majchrzak MARKETING DIRECTOR (Overall Marketing Planning, Niche Marketing) PROPOSAL WRITER EVENT COORDINATOR GRAPHIC DESIGNER eMARKETING& COMMUNICATIONS
  • 55. Rebrand
  • 56. Branded Social Pages 90
  • 57. Over 20 National and Local Awards
  • 58. Begin Search Engine Optimization New Website Launched Intro to Social Media Wikipedia, Blogs, Google Groups 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Content Marketing $75K $140K $300K $528K $635K $800K Content build-out Facebook $900K Twitter Billboard $1 Million Hubspot Youtube Facebook Billboard $1 Million $1.3 Million Twitter Beta
  • 59. 2012: Buffalo to Arizona
  • 60. Brand Strategy Strategic Planning Institutional Marketing Business Development Marketing Infrastructure Content Marketing – Lead Nurturing
  • 61. Contact Info • Eric Majchrzak, Chief Marketing Officer • BeachFleischman PC • 1985 E. River Road, Suite 201, Tucson, AZ 85718 • (520) 618-7935 phone • emajchrzak@beachfleischman.com • linkedin.com/in/ericmajchrzak • @BeachFleischman