Central Chapter, AR Society of CPAs
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Transcript

  • 1. Social Media and the CPA’s Practice Central Chapter, Arkansas Society of Certified Public Accountants Jim Karrh, Ph.D.
  • 2. Background
    • I have a professional-services practice myself:
    • Consulting on marketing, sales and communication
    • Training
    • Professional speaking
    • … supported by online and offline media and networking activities!
  • 3. Perspective
    • So, from one professional services person to another…
    • Is there anything to this social media stuff? (Absolutely.)
    • Should you be using some of it for your business? (Yes, I believe so.)
    • Should you be using all of the options available to you for the business? (I highly doubt it.)
    • Which options are best for me and my business? (Let’s talk about it!)
  • 4. Our Destination
    • Review how quickly the online publishing and networking world has changed
    • Consider your marketing and communication objectives
    • Look at major social-media tools and how each might help your practice and career
    • Establish a relative hierarchy, including resource allocation and how to keep score
    • What to do next
  • 5. This World Has Changed Quickly…
    • Offline publications go online
    • Blogs get started
    • Aggregation
    • Curation
    • Sharing
    • Following
  • 6. From Pull to Push?
    • An interesting trend, at least for now:
    • Facebook is growing more quickly than is Google, and an increasing pct. of users have Facebook as their start page
  • 7. Where Do Social Media Fit For Your Practice?
    • Here are some of the questions you have about social media:
    • How to grow your network
    • What NOT to do
    • To blog or not to blog
    • Who should be on LinkedIn?
    • Managing your image online
  • 8. What is the Big Goal?
    • New Business Development?
    • Client Retention?
    • Building Reputation?
    • Media Attention?
    • Hiring?
    • Environmental Scanning?
  • 9. Facebook
    • The most-used social network, by monthly active users
    • Began only in 2004!
    • Considered mostly for social use, it has been increasingly adopted by businesses…
  • 10. Facebook Sample business page on Facebook
  • 11. Twitter
    • A social networking and microblogging service
    • Uses short text messages (up to 140 characters in length) called “tweets” to friends or “followers”
    • The short format allows for informal collaboration and quick information – beats email fatigue
  • 12. Twitter
    • “ Twitter Quitters”
    • Twitter has grown rapidly but is still in its infancy
    • User retention is a real problem – much worse than what Facebook or MySpace had at similar points on their life cycles
    • More than 60% of new U.S. users fail to return the following month ( source: Nielsen, April 2009 )
  • 13. Good Business?
    • Criticism of Facebook, Twitter etc., especially when it comes to business…
  • 14. LinkedIn
    • LinkedIn is a networking site devoted to businesses and professionals
    • Claims more than 30 million users worldwide (21 million in the U.S.)
    • I have had success with it and have been recommending it to clients
  • 15. LinkedIn
    • What can your business do with LinkedIn?
    • Who from your firm should do it?
    • Should you be a “LION”?
  • 16. Blogging
    • A blog is a particular type of website, usually maintained by one individual, with regular entries of commentary and perhaps audio, video, etc.
    • Many corporate blogs as well
    • Some people have built careers through blogging
  • 17. Blogging
    • The growth of blogging has been phenomenal:
    • 78 million unique visitors in the U.S. during 2008
    • As of the beginning of 2009, more than 26 million Americans had started a blog
  • 18. Hierarchy for Businesses and Executives
    • Exotics
      • Podcasts, video
      • Facebook, MySpace
    • Blogs: Showcase for Expertise
      • Opinions, insights on recent events and/or trends
    • Website
    • LinkedIn: Storefront for individuals and groups
    Web Presence Blogging ?
  • 19. So…What’s For You?
    • First, consider your target audience(s)
    • Who are they?
    • Where are they now?
    • What are they using now?
  • 20. So…What’s For You?
    • Next, do some research
    • Where are the relevant conversations online?
    • Which sites?
    • What are they saying?
    http://blogsearch.google.com
  • 21. So…What’s For You?
    • Consider your goals, resources and constraints
    • Is there a marketing plan in place?
    • Who would be on the team?
    • Who is going to create and maintain?
    • What is your planned cadence of messaging?
  • 22. Risks
    • You don’t want to be part of this…
  • 23. “ What NOT To Do”
    • Doing it to be cool or trendy, rather than to be strategic
    • Making it about you, rather than about creating value for others
    • Using any of these tactics without a solid marketing plan
    • Jumping into it without considering resources (especially time) and opportunity costs
    • Trying to do it all yourself
    • Failing to establish metrics and keep score
  • 24. “ What TO Do”
    • Consider social media as a set of potential communications tools that can help you grow
    • Use social media as a part of your marketing, public relations and business development efforts
    • Understand that what you say, and to whom, is more important than how you say it
    • Leverage these tools to build contacts and reputation
    • Make it a team effort, matching capabilities and accountabilities
    • Decide upon the right ways to measure the results of your investment in social media
  • 25. Thank You!
    • Email: [email_address]
    • Web: http://www.themarketingdoctors.net
    • LinkedIn: http://www.linkedin.com/in/jimkarrh
    • Facebook
    • SpeakerMatch.com