Building Member Loyalty - CPA Firm Associations
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Building Member Loyalty - CPA Firm Associations

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AICPA & CPA/SEA Interchange 2012 event slide deck for Michelle Golden's session on "Building Member Loyalty: Modern Marketing & the Social Web"

AICPA & CPA/SEA Interchange 2012 event slide deck for Michelle Golden's session on "Building Member Loyalty: Modern Marketing & the Social Web"

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Building Member Loyalty - CPA Firm Associations Building Member Loyalty - CPA Firm Associations Presentation Transcript

  • Building  Member  Loyalty   Modern  Marke4ng     and  the  Social  Web   By  Michelle  Golden   @michellegolden      #intchg12  
  • Today.    •  WHAT  &  WHY   •  What’s  SM,  exactly?   •  Why  does  it  maIer?  •  HOW   •  Building  community     •  What  works,  what  doesn’t  
  • yth #1  M Social  media  =  evil  fad  
  • Happy  Birthday!   9   6   11   13   8  
  • 5  
  • 6   Image:  thomaschung  (flickr)  
  • yt h# 2  M Social  media  are  for  young   people  (members  don’t  care)  
  • US:  Boomers’  Web  use   2000 2010 Using Net 40% 74% Daily traffic 24% 32% by Boomers Online daily 24% 69% Mult x per < 5% 36% day 8  Source: PEW Internet & American Life Project, Mar, 2010
  • US:  Monthly  internet  use   Age Avg Hours 35-49 92 55-64 85 65+ 73 25-34 64 12-17 26 18-24 25Source: eilsen  Source:  NPEW Internet & American Life Project, Mar, 2010 9  
  • As  of  3  years  ago.  Today?  
  • Image:  fuzzyscalyman  (flickr)  
  • Fully  integrated  
  • y th # 3  M We  need  a     social-­‐media  plan.  
  • Do  fewer  things  beIer   Leverage  Mul4ple  Channels   •  Print   •  Web   •  Email   •  Paid  media   •  Earned  media   •  Events   •  Organiza4onal  ac4vi4es  
  • Con4nue  personal  in  digital  •  LinkedIn   •  Groups,  events   •  No4fica4ons,  updates  •  TwiIer   •  Special  lists   •  Updates  &  resources  •  Facebook   •  Events,  updates,  resources  •  Content  sites  (YouTube,  Slideshare,  blogs)   •  Pre-­‐  and  post-­‐event   •  Thought  leadership   15  
  • From  digital  to  personal  •  LinkedIn   •  Introduc4ons  &  recommenda4ons  (don’t  use  automated)   •  Congrats  &  follow-­‐up  •  TwiIer   •  Tweetups  &  tweetchats  •  Facebook   •  Events  &  “likes”  •  All   •  Correspond!   •  Video  (skype,  face4me)   16  
  • Level  of  involvement  LEADS   Engaged   “proac:ve,  outreach”     Par:cipatory   “present,  resource”     Passive   “come  to  me”   INVOLVEMENT   goldenprac4ces.com   17  
  • Pick  Your  Purpose  1.  Associa4on  development   •  Build/strengthen  prospect  rela4onships   •  Credibility   •  Proof  of  strength  as  a  resource  2.  Member  resources   •  Community  development   •  Interact,  share    3.  Customer  service/member     •  Monitor   •  Make  problems  right   •  Create  proac4ve  fan  base  4.  Just  to  learn   18  
  • image: abbeychristine (flickr)
  • LinkedIn’s  all  biz   •  Reconnect  (transient)   •  Who  knows  whom?  (minus  context)     •  Load  up  &  look  up  (mini-­‐CRM)   •  Reasons  to  reach  out  (no4fica4ons)   •  Moderate  interac4on  (easy)   •  Demo  exper4se  (answers  &  groups)   •  Front  of  mind  (unobtrusive)   •  Research  (mee4ng  prep)  goldenprac4ces.com   20  
  • All  aTwiIer  for  news  &  ideas  goldenprac4ces.com   21  
  • Facebook  extra  value  •  Being  “real”  
  • SUBMIT BLOG POST Blog Aggregators Services convert to Any webpage (Yahoo, Newsgator, e-mail (Feedblitz or as dynamic contentGoogle Reader, others) Feedburner) (yours or others) 23  
  • Who’s  Cut  Out    for  Blogging?   hIp://www.slideshare.net/goldenm/anatomy-­‐blog   hIp://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart  goldenprac4ces.com   24  
  • Which  tool  for  what?   hIp://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools   25  
  • File  Sharing  Sites  -­‐  Slideshare  Subscrip4ons:  goldenm   26  
  • File  Sharing  Sites:  YouTube  Subscrip4ons:  cpatrendlines   27  
  • Build  YOUR  house   BLOGS  
  • Social  media  channels   BLOGS  
  • Channels:  online  &  off   BLOGS  
  • Decision  Where  will   members   hang  out?  
  • Implemen4ng  
  • No  spit  shine  •  Quality  products  or   •  Bringing  people   offerings   together  •  Quality  service   •  Enriching  •  Quality  experience   [professional]  lives  
  • Who  cares  
  • Image:  brian-­‐ford  (flickr)  
  • Get  found  •  LinkedIn  profile  (solid)  •  Google  profile  (claim)  •  Interact   •  Blog  comments?   •  TwiIer?     •  Facebook?   •  Google+  ?  ©  2010  Golden  Prac4ces  Inc  
  • Friends  &  followers  •  Peers,  colleagues  •  Industry  experts,  associa4on  reps  •  Local  and  na4onal  media  •  Thought  leaders  •  Members  •  Strangers  who  ask  
  • Winning  new  friends   •  Be  friendly  and  helpful   •  No  auto  DMs,  no  spammy  posts   •  Make  lists  that  people  want  to  be  on   •  RT   •  Thank   •  Promote  others’  stuff  goldenprac4ces.com   38  
  • Tune  out  the  noise  •  Lists  •  Third  party  apps     (feed  readers)  •  Time  limits  •  Turn  off  no4fica4ons   (use  separate  email)   Image:  misskelly  (flickr)  
  • Google  Reader  to  monitor  
  • iGoogle  to  watch  
  • No  
  • Yes  
  • Ac4on  plan  1.  Know  your  audienceS  (clarity)  2.  Polish  up  offerings  for  each  3.  Understand  the  channels  4.  Humanize  &  be  findable  5.  Listen  6.  Find  your  peeps  7.  Engage  8.  Share  &  build  content  9.  Tie  pieces  together  10. Nurture  community  
  • More  Info:  slideshare.net/goldenm  michelle@goldenprac4ces.com  goldenprac4cesinc.com  goldenprac4ces.com  (blog)  @michellegolden  (twiIer)