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Social Media Bootcamp<br />For Accountants<br />
What do you want to get out of this session?<br />Sole practitioner? In a firm? Size?<br />What’s your role?<br />What’s y...
Today you’ll learn:<br />What social media is and why you should care about it<br />What social networks have been benefic...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Confidential   9/11/11<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social technology allows people to talk about brands with unprecedented...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />… it also empowers brands to tap into the passions and needs of an audi...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Who cares? Why should I be paying attention?<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />New Generation B to B Buyer<br /><ul><li>The new B to B buyer starts th...
Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conve...
Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or w...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />The Internet is a decision engine<br />Confidential   9/11/11<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />On the social web, decision making is more social than ever before<br /...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social is not a channel or a media<br />It’s a behavior<br />Allows you...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Tremendous volume of conversations<br /><ul><li>Facebook tops Google fo...
If Facebook were a country it would be the third largest
Twitter’s search engine gets 600 million queries every day
YouTube is the second largest search engine in the world
There are over 200,000 blogs
25% of search results for the world’s largest brands are links to user-generated content</li></ul>Statistics from social m...
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />This is where your clients and prospects are<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Allows you to go to where they are<br />Confidential   9/11/11<br />
WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social networks can be measured<br />Improves your SEO<br />Use analyti...
Understand the efforts that are most effective and maximize them
Act on insights</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
Build Awareness<br />Attract the best and brightest<br />Establish position as thought leader in an area of expertise<br /...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Owned Properties<br />Optimize social properties using content to provide value...
Ernst & Young’s Facebook page <br />Henry & Horne’s blogs<br />Freed Maxick CPAs Twitter feed <br />WHERE HAVE ACCOUNTANTS...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />ERNST & YOUNG<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />E&Y's Facebook page for recruiting<br /><ul><li>Go to where your audience is
Way to show their personality and what the culture is like while remaining professional
Anybody can post on the wall; don’t take down negative posts
Someone from the firm replies to queries and comments personally
Opportunity for recruitment season-focused campaigns
Promote recruitment events
Send messages</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />HENRY & HORNE <br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Henry & Horne blogs<br />Net revenue: $17 million; 15 partners, 110 staff; thre...
Position yourself as subject matter expert and thought leader
Share your insights and analysis
Promote the insights of others
Encourage and engage commentary
Huge SEO benefits—before blogging only found if someone typed in the firm name. Now ranked on first page for specific topi...
Business development tool—search engine research led to one of their blogs and then called them</li></li></ul><li>WHERE HA...
Valuation and forensic services
Employee benefits audit services
Tax insights
Healthcare
Automotive</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />FREED MAXICK<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Freed Maxick Twitter account<br />Net revenue: $36 million; 36 partners, 250 to...
Keep current on the pulse of what is going on locally, in accounting circles and in target industries
Promote own thought leadership and the work of others that people might find valuable
Connect with reporters to offer resources for stories
Blend business-focus with personal anecdotes</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Social marketing is not about silver bullets<br />One hit wonder campaigns lead...
15 MINUTE BREAK<br />
LINKEDIN<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br /><ul><li>Who already has a profile?
How much time a week do you spend on LinkedIn?
What are you doing?</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br /><ul><li>Client acquisition,...
World’s largest professional network on the Internet with more than 120 million members—45 million in the US
There were nearly two billion people searches on LinkedIn in 2010.</li></ul>We’ll look at how to:<br /><ul><li>Get the mos...
Use LinkedIn for biz dev
Research
Groups
Answers
Find the best and brightest</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Opportunity for thought leadership<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Be specific about your achievements<br />Identify what you do and the results<b...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Be specific about your achievements<br />Identify what you do and the results<b...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Add sections including:<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Add applications including:<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Move elements to create a custom profile<br />Recommended sections and order fo...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Make your profile keyword rich<br />Make it easy for search engines to fine you...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br /><ul><li>Get the most out of your profile
Use LinkedIn for biz dev
Research
	Groups
Answers
Find the best and brightest</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect, referral source and rec...
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />In profile: Books read<br />Groups, etc.<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Relationship management and research<br />See when someone <br /><ul><li>Takes ...
Receives an award
Is speaking</li></ul>Comment and congratulate!<br />
WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect, referral source and recruiting research<br />
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  1. 1. Social Media Bootcamp<br />For Accountants<br />
  2. 2. What do you want to get out of this session?<br />Sole practitioner? In a firm? Size?<br />What’s your role?<br />What’s your experience been?<br />If don’t use it, what are your reservations<br />What would you like to come away from the session with?<br />Confidential 9/11/11<br />
  3. 3. Today you’ll learn:<br />What social media is and why you should care about it<br />What social networks have been beneficial for accounting firms<br />How to begin and where to start<br />How to create a social media policy for your company<br />How to measure the impact of your social media efforts <br />How to use QR codes<br />Confidential 9/11/11<br />
  4. 4. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />
  5. 5. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Confidential 9/11/11<br />
  6. 6. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social technology allows people to talk about brands with unprecedented speed and volume…<br />Confidential 9/11/11<br />
  7. 7. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />… it also empowers brands to tap into the passions and needs of an audience<br />“Fastest Time to Reach 1 Million Twitter Followers”<br />25 hours and 17 minutes<br />Winning!<br />Confidential 9/11/11<br />
  8. 8. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Who cares? Why should I be paying attention?<br />
  9. 9. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />New Generation B to B Buyer<br /><ul><li>The new B to B buyer starts the search process by turning to social media and peer connections to learn how other companies have handled similar business challenges.
  10. 10. Once those experiences are mapped, the buyer researches the websites of targeted solution providers and controls the conversation by arranging to be contacted at their preferred time and format.
  11. 11. Less than 10% of recent buyers were contacted by cold call. More than 80% said they either called the vendor directly or were contacted after they requested information on the vendor's website.</li></ul>B to B Buyer Transformation Survey conducted by DemandGen Report among 100 B to B buyers spread across a number of vertical industries including: business services, finance, healthcare, manufacturing, software/tech and media/internet. <br />Copyright R2Integrated 2011<br />
  12. 12. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />The Internet is a decision engine<br />Confidential 9/11/11<br />
  13. 13. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />On the social web, decision making is more social than ever before<br />Confidential 9/11/11<br />
  14. 14. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social is not a channel or a media<br />It’s a behavior<br />Allows you to engage your prospects and clients with a speed and volume never possible before<br />
  15. 15. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Tremendous volume of conversations<br /><ul><li>Facebook tops Google for weekly traffic in the US
  16. 16. If Facebook were a country it would be the third largest
  17. 17. Twitter’s search engine gets 600 million queries every day
  18. 18. YouTube is the second largest search engine in the world
  19. 19. There are over 200,000 blogs
  20. 20. 25% of search results for the world’s largest brands are links to user-generated content</li></ul>Statistics from social media revolution 2 & website-monitoring.com<br />
  21. 21. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />This is where your clients and prospects are<br />
  22. 22. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Allows you to go to where they are<br />Confidential 9/11/11<br />
  23. 23. WHAT IS SOCIAL MEDIA AND WHY IS IT IMPORTANT?<br />Social networks can be measured<br />Improves your SEO<br />Use analytics to <br /><ul><li>Track and analyze data
  24. 24. Understand the efforts that are most effective and maximize them
  25. 25. Act on insights</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  26. 26. Build Awareness<br />Attract the best and brightest<br />Establish position as thought leader in an area of expertise<br />Attract new business<br />WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Proven benefits for accounting firms<br />
  27. 27. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Owned Properties<br />Optimize social properties using content to provide value, engage with audience and build relationships. <br />Advocacy, Loyalty, Acquisition<br />Confidential 9/11/11<br />
  28. 28. Ernst & Young’s Facebook page <br />Henry & Horne’s blogs<br />Freed Maxick CPAs Twitter feed <br />WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Case studies<br />
  29. 29. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />ERNST & YOUNG<br />
  30. 30. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />E&Y's Facebook page for recruiting<br /><ul><li>Go to where your audience is
  31. 31. Way to show their personality and what the culture is like while remaining professional
  32. 32. Anybody can post on the wall; don’t take down negative posts
  33. 33. Someone from the firm replies to queries and comments personally
  34. 34. Opportunity for recruitment season-focused campaigns
  35. 35. Promote recruitment events
  36. 36. Send messages</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  37. 37. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  38. 38. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />HENRY & HORNE <br />
  39. 39. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Henry & Horne blogs<br />Net revenue: $17 million; 15 partners, 110 staff; three offices<br /><ul><li>Go to where your audience is
  40. 40. Position yourself as subject matter expert and thought leader
  41. 41. Share your insights and analysis
  42. 42. Promote the insights of others
  43. 43. Encourage and engage commentary
  44. 44. Huge SEO benefits—before blogging only found if someone typed in the firm name. Now ranked on first page for specific topic- or industry-specific keywords
  45. 45. Business development tool—search engine research led to one of their blogs and then called them</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Six blogs on these topics: <br /><ul><li>Non-profit
  46. 46. Valuation and forensic services
  47. 47. Employee benefits audit services
  48. 48. Tax insights
  49. 49. Healthcare
  50. 50. Automotive</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  51. 51. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  52. 52. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  53. 53. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  54. 54. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />FREED MAXICK<br />
  55. 55. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Freed Maxick Twitter account<br />Net revenue: $36 million; 36 partners, 250 total staff; three offices<br /><ul><li>Go to where your audience is
  56. 56. Keep current on the pulse of what is going on locally, in accounting circles and in target industries
  57. 57. Promote own thought leadership and the work of others that people might find valuable
  58. 58. Connect with reporters to offer resources for stories
  59. 59. Blend business-focus with personal anecdotes</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  60. 60. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  61. 61. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Social marketing is not about silver bullets<br />One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured.<br />Ongoing social media engagement<br />(Rhythm of Business)<br />Advocates<br />Time<br />Confidential 9/11/11<br />
  62. 62. 15 MINUTE BREAK<br />
  63. 63. LINKEDIN<br />
  64. 64. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br /><ul><li>Who already has a profile?
  65. 65. How much time a week do you spend on LinkedIn?
  66. 66. What are you doing?</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br /><ul><li>Client acquisition, research, recruiting and relationship management tool
  67. 67. World’s largest professional network on the Internet with more than 120 million members—45 million in the US
  68. 68. There were nearly two billion people searches on LinkedIn in 2010.</li></ul>We’ll look at how to:<br /><ul><li>Get the most out of your profile
  69. 69. Use LinkedIn for biz dev
  70. 70. Research
  71. 71. Groups
  72. 72. Answers
  73. 73. Find the best and brightest</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Overview<br />
  74. 74. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Opportunity for thought leadership<br />
  75. 75. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  76. 76. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  77. 77. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Be specific about your achievements<br />Identify what you do and the results<br />
  78. 78. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Be specific about your achievements<br />Identify what you do and the results<br />
  79. 79. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  80. 80. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  81. 81. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  82. 82. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  83. 83. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  84. 84. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  85. 85. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Add sections including:<br />
  86. 86. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Add applications including:<br />
  87. 87. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Move elements to create a custom profile<br />Recommended sections and order for accountants<br />1. Basic info<br />Thought Leadership<br />Slideshare<br />Box<br />Blog<br />Tweets<br />2. Summary<br />3. Experience<br />4. Certifications<br />5. Skills<br />6. Recommendations<br />7. Volunteer Experience<br />8. Organizations<br />9. Honors and Awards<br />10. Education<br />11. Additional info<br />12. Personal info<br />13. Contact your name for<br />If frequent:<br />Events<br />Trip it<br />
  88. 88. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Make your profile keyword rich<br />Make it easy for search engines to fine you<br />Make a list of your services and target markets<br />Ex. Naden Lean<br />Dentists<br />Dental practice<br />Dental accounting<br />Dental CPA<br />Dental tax planning and accounting<br />Ron Ehman is a dental CPA with 10+ years experience providing dental tax planning and accounting for dentists and dental practices lawn maintenance, gardening services, and lawn mower small businesses in Maryland.<br />
  89. 89. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br /><ul><li>Get the most out of your profile
  90. 90. Use LinkedIn for biz dev
  91. 91. Research
  92. 92. Groups
  93. 93. Answers
  94. 94. Find the best and brightest</li></li></ul><li>WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect, referral source and recruiting research<br />
  95. 95. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />In profile: Books read<br />Groups, etc.<br />
  96. 96. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />
  97. 97. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Relationship management and research<br />See when someone <br /><ul><li>Takes a new position
  98. 98. Receives an award
  99. 99. Is speaking</li></ul>Comment and congratulate!<br />
  100. 100. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect, referral source and recruiting research<br />
  101. 101. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect, referral source and recruiting research<br />
  102. 102. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect and referral research<br />
  103. 103. WHERE HAVE ACCOUNTANTS FOUND SUCCESS?<br />Prospect and referral research<br />
  104. 104. 15 MINUTE BREAK<br />
  105. 105. WHERE DO I START?<br />
  106. 106. WHERE DO I START?<br />1. What do you want to achieve?<br />New business? Referrals? Thought leadership?<br />2. Who are you going after?<br />Identify target audiences and markets<br />3. Listen<br />What conversations are happening in areas you’re interested in? Where can you add value?<br /><ul><li>Google search
  107. 107. LinkedIn groups
  108. 108. LinkedIn answers
  109. 109. Google blog search: http://www.google.com/blogsearch
  110. 110. Twitter search
  111. 111. Google alerts: http://www.google.com/alerts</li></ul>Confidential 9/11/11<br />
  112. 112.
  113. 113. WHERE DO I START?<br />Document your strategy<br />Could be a single page or a matrix<br /><ul><li>Goals
  114. 114. Audiences
  115. 115. Identify what networks for what audiences and goals</li></ul>Confidential 9/11/11<br />
  116. 116. WHERE DO I START?<br />Now what?<br />Example: LinkedIn<br />Fifteen minutes three times a week <br /> <br />Minutes 1–5: Update your status<br />Minutes 6–10: Comment on network updates<br />Minutes 11–15: One of these activities: connect, ask/answer questions, targeted research<br />Confidential 9/11/11<br />
  117. 117. WHERE DO I START?<br />How would you use social media?<br />What business goals could it help you with?<br />What target audiences could it help you reach?<br />What social tactics could you use?<br />Confidential 9/11/11<br />
  118. 118. HOW TO CREATE A SOCIAL MEDIA POLICY<br />
  119. 119. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Should you have a social media policy?<br />69% of companies in the Americas don’t have a social media policy.<br />Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010<br />Confidential 9/11/11<br />
  120. 120. HOW TO CREATE A SOCIAL MEDIA POLICY<br />What are you worried about?<br />Productivity<br />78% of US at-work Internet users spent less than a half hour a <br />day on social networking sites while at work<br />Source: WorkPlace Media, May 2009<br />Reputation management<br />Just 8% of companies in the Americas said their reputation had <br />been hurt by employee use of social networks<br />Source: Manpower, “Social Networks vs Management? Harness the Power of Social Media,” January 26, 2010<br />Confidential 9/11/11<br />
  121. 121. HOW TO CREATE A SOCIAL MEDIA POLICY<br />What is a social media policy?<br /><ul><li>Think communications guidelines, not just social media
  122. 122. Permission-based not restrictive-based
  123. 123. Empower your employees to be brand ambassadors
  124. 124. Supports a sound strategy</li></ul>Confidential 9/11/11<br />
  125. 125. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Tenets of a sound social media policy<br /><ul><li>Offer value
  126. 126. Respect confidentiality
  127. 127. Honor privacy
  128. 128. Provide disclaimers
  129. 129. Use common sense</li></ul>Confidential 9/11/11<br />
  130. 130. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Don’t share confidential information<br /><ul><li>Ask permission before you write about any work-related information—you never know what might be confidential or proprietary
  131. 131. Don’t comment on your company’s business performance
  132. 132. Mind copyright and fair use laws</li></ul>Confidential 9/11/11<br />
  133. 133. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Respect others’ privacy<br /><ul><li>Don’t mention specific colleagues, clients, vendors or partners without their approval
  134. 134. General descriptions of an engagement or project are ok but don’t include specific identifying details
  135. 135. Mind your own privacy</li></ul>Confidential 9/11/11<br />
  136. 136. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Speak only for yourself<br /><ul><li>Identify yourself and your role at the company if you are discussing anything company-related
  137. 137. Write in the first person, use your own voice if you’re discussing your personal opinions
  138. 138. If you write about the company make it clear the views are your own
  139. 139. Be mindful of how you’re presenting yourself online</li></ul>Confidential 9/11/11<br />
  140. 140. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Share your expertise<br /><ul><li>Show your passion
  141. 141. Help others succeed
  142. 142. Help colleagues, clients, prospects, partners increase performance and solve business challenges
  143. 143. Expand understanding of important topics
  144. 144. Promote important industry events</li></ul>Confidential 9/11/11<br />
  145. 145. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Be nice and play fair<br /><ul><li>Respect the views and values of others: Nothing inflammatory, no obscene language, no ethnic or sexual slurs.
  146. 146. Don’t pick fights
  147. 147. Own up to your mistakes
  148. 148. Use good judgment and accept responsibility
  149. 149. Work always comes first</li></ul>Confidential 9/11/11<br />
  150. 150. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Gain Buy-In<br />Training is crucial to making people feel invested in your social media campaign and ultimately its success<br />Explain the thinking behind your strategy and how your policy supports it<br />Do you need staff to sign your policy?<br />
  151. 151. HOW TO CREATE A SOCIAL MEDIA POLICY<br />Policy examples<br />IBM Social Computing Guidelineshttp://www.ibm.com/blogs/zz/en/guidelines.html<br />Coca Cola Online Social Media Principleshttp://www.thecoca-colacompany.com/socialmedia/<br />MACPA Social Media Policy<br />http://www.macpa.org/Content/25247.aspx<br />Confidential 9/11/11<br />
  152. 152. HOW TO MEASURE SOCIAL MEDIA<br />
  153. 153. HOW TO MEASURE SOCIAL MEDIA<br />Know where you are now<br />Awareness<br />Thought leadership position<br />Number of job inquiries each month<br />New business closed each month<br />How many know this information?<br />Confidential 9/11/11<br />
  154. 154. HOW TO MEASURE SOCIAL MEDIA<br />Measuring social media is tricky<br />How do you connect a sale to social media?<br />Multiple metrics<br />Can use Google Analytics to track to a social site but not to a specific one of your posts: <br /> http://www.google.com/analytics/<br />Tracking codes<br />Manual information gathering<br />Let’s keep it as simple as possible<br />Confidential 9/11/11<br />
  155. 155.
  156. 156. HOW TO MEASURE SOCIAL MEDIA<br />New business<br />Ask clients how they heard about you<br />Make that question part of initial client intake<br />Add it to your online contact form<br />Phone<br />Email<br />Confidential 9/11/11<br />
  157. 157. HOW TO MEASURE SOCIAL MEDIA<br />Awareness<br />Google Adwords Keyword tool: monthly search volume<br />Google analytics: unique visitors<br />Number of fans, followers<br />Number of subscribers<br />Traffic from social sites<br />Confidential 9/11/11<br />
  158. 158. HOW TO MEASURE SOCIAL MEDIA<br />Thought leadership position<br />Comments on your blog<br />Website downloads<br />LinkedIn questions answered<br />Twitter retweets<br />Number of fans, followers<br />Number of subscribers<br />Confidential 9/11/11<br />
  159. 159. HOW TO MEASURE SOCIAL MEDIA<br />Recruiting<br /># of fans<br />Facebook comments<br /># of inquiries from Facebook<br />Traffic to your careers page from Facebook<br />Confidential 9/11/11<br />
  160. 160. QR CODES<br />
  161. 161. QR CODES<br />QR codes<br />Bridge offline and online with quick mobile consumption<br /><ul><li>Provide more information
  162. 162. Drive to online content: website, social network, video, etc.
  163. 163. Enable direct calls, emails
  164. 164. Download an MP3
  165. 165. Access to coupons or free giveaways </li></li></ul><li>QR CODES<br />Is it audience appropriate?<br />
  166. 166. QR CODES<br />Is it audience appropriate?<br />
  167. 167. QR CODES<br />QR codes<br />MicrosoftTag<br />
  168. 168. QR CODES<br />The importance of marketing<br />Crucial to educate your audience<br /><ul><li>Describe the technology and how it works
  169. 169. Explain what apps they need and how to download
  170. 170. Promote the timing and details of a campaign
  171. 171. Prize should be significant enough to drive participation</li></li></ul><li>To sum up<br /><ul><li>Social media is about building relationships: sharing something of value and engaging others
  172. 172. These networks are important because of their influence on buying decisions
  173. 173. Select networks to participate in based on your goals and the audiences you’re trying to reach
  174. 174. If you use nothing else, use LinkedIn
  175. 175. For thought leadership, use blogs and twitter
  176. 176. Facebook is best for recruiting
  177. 177. Measure your efforts if you can
  178. 178. Be smart online</li></li></ul><li>Questions?<br />Contact Me:<br />Leigh George, PhD, Senior Digital Marketing Strategist<br />lgeorge@r2integrated.com<br />410.327.0007 x 1211<br />http://www.linkedin.com/in/leighgeorge<br />@leighgeorge<br />Image Credits:<br />Megaphone: seedmagazine.com<br />Social media woman: butterflypublisher.com/<br />Guinness Book of World Records logo : britwriters.co.uk<br />Charlie Sheen: mashable.com<br />Foodtruck: stuffnearames.pbworks.com<br />
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