Accounting social media

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  • Consider the website. We hate our websites because social media sites are move active. But they are also websites.
  • We surveyed 577 b-to-b marketing professionals who are representative of the true population of the market. These statistics were corroborated and expanded on through in-depth interviews with several social media marketing veterans.
  • 2nd law of social networking: you will share twice as much this year as you shared last year. Mark Zukerburg.
  • Social media is about word-of-mouth. Which is good.
  • Social media is about getting traffic and turning it into client. Coincidentally, so is every marketing tactic.
  • Create a persona who you want to target. Make it as detailed as possible. Add more detail.
  • Status: Complete
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  • This is the CPAmerica LinkedIn page, created by LinkedIn.
  • Encourage people to follow you.
  • Do a search for people at your firm.
  • Have people go to skills and add their skills.
  • Answers under “more” offer you a chance to ask and answer questions. To get knowledge by asking questions, or show off knowledge by answering questions.
  • There are categories to get questions.
  • Take a look at some of the experts. See what they know.
  • You get an ‘expert’ tag when you answer a question and people think it is a good answer.
  • This is my network on contacts. By adding people to LinkedIn, I get that much closer the target market.
  • This is what happens when you click on share.
  • You can also post informationto groups.
  • These are the categories for LinkedIn Today
  • AmLaw 100 attorney, Nick Ackerman, had me help him design his bio, here it is.
  • Find content on Twitter.
  • Do this search to find people with the right titles.
  • You’ll have to make a list in order to post.
  • The book Zombies vs Unicorns has a QR code that drives people to a video about the book
  • Active discovery = sending the video to people. Posting on your website. Passive discovery is getting found on search.
  • No different from Google Ads. Pay by keyword
  • You can use Facebook ads for market research.
  • Ever send an e-mail to yourself?
  • Imagine a hockey game without nets. How would you measure who won?
  • Post in a reasonably prominent place: This is a personal blog and is not affiliated with my employer, XXXX). The views expressed here are my own, and do not represent or contain any expression implied or otherwise from XXX.
  • Accounting social media

    1. 1. Winning business via social media LinkedIn Vizibility
    2. 2. Social network What is the value of a social network?
    3. 3.  For an individual, the value is in the community For a brand, the value is in harnessing the community
    4. 4.  Social media is about a change in behavior A convergence, where online stopped being about ‗websites‘ and started being about experiences
    5. 5.  Social media is having the disruptive impact of TV. But on an accelerated timeline.
    6. 6. Are people using social media?
    7. 7. Why not?
    8. 8. Does it matter if you‘re new?
    9. 9. Who has time for all this? You are here, so you care 2nd Law of Social Networking
    10. 10. TRADITIONAL MEDIA SOCIAL MEDIASpace defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way, brand speaking Two way / a conversation Repeating the message Adapting the message Focused on the brand Focused on the consumer Entertaining Involving Brand created content User created content / Co-creation
    11. 11. Recommendations
    12. 12. Sales Funnel. Traffic “SEO” CLICKS SITE VISITORS TAKE ACTION APPOINTMENTS $$$ CLIENTS
    13. 13. Target market Social media is marketing. You must target people. How many should you target?
    14. 14. 20
    15. 15. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of usefulness of the tool to add interactivity tool. context. • Feels like social media is about broadcasting one point of view. 16
    16. 16. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of usefulness of the tool to add interactivity tool. context. • Feels like social media is about broadcasting one point of view. 17
    17. 17. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 18
    18. 18. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 19
    19. 19. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 20
    20. 20. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 21
    21. 21. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 22
    22. 22. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 23
    23. 23. Martin Ferber • CEO • Wants Internet to be Martin doesnt fully understand social media, but the first think everyone understands that a lot of content meaningful to his checks in the morning company is online. He wants to know who is an expert because they want to and what they know. see what‘s going on. • Not because they have What do you know? to. Use of social Pain Wired? media? Points Goals Questions• Reluctantly. • Social media is • Time. • Understand social • How do you• Has a computer at critical to the • Effort. media promote home and at the company. • Feels like SM • Wants to highlight engagement with office. • Agrees that social doesn‘t have a retirements. the content?• Recognizes the media is a useful high level of • What do you usefulness of the tool to add interactivity know? tool. context. • Feels like social • Where are the media is about experts? broadcasting one point of view. 24
    24. 24.  Content created or shared in social media will be about attracting the people in your target market.
    25. 25. Assignment Craft a persona. This can be a real person, or a caricature of people.
    26. 26. Break
    27. 27.  110M+ professionals A new member joins every second Executives from all Fortune 500 companies
    28. 28. Google For many professionals, Google will return LinkedIn on the first page. If Google does return LinkedIn high, that says something about the person. If it doesn‘t turn LinkedIn high, that says something about the person as well.
    29. 29. LinkedIn strategy Fill out your LinkedIn profile to 100%. Connect to people. Create or share content.
    30. 30. Profile
    31. 31. Profile
    32. 32. Profile
    33. 33. LinkedIn strategy We are the only people (not generation) who will get our usernames. Get yours. We‘ll wait.
    34. 34. Skillshttp://www.linkedin.com/skills
    35. 35. Skills
    36. 36. Skills
    37. 37. Answers
    38. 38. Answers
    39. 39. Answers
    40. 40. Answers
    41. 41. Answers LinkedIn offers a reason to answer questions
    42. 42. Groups 16
    43. 43. Groups 16
    44. 44. Groups A group is a virtual meeting place of like- minded people. Ask questions, start discussions, engage with people in the group.
    45. 45. Groups
    46. 46. Groups
    47. 47. Groups
    48. 48. Groups
    49. 49. Profile recap Complete your profile to 100% Describe specific work experiences Choose your public URL and share it Give and get recommendations from trusted colleagues Find answers or ask questions Participate in relevant groups Add Skills
    50. 50. Step 2 – Add connections Once your profile is squeaky clean, add connections.
    51. 51. Add connections If you sit down at a business meeting and someone wants to connect, you don‘t ignore them. Also, if we find we have mutual connections our conversation will fundamentally change.
    52. 52. Add connections
    53. 53. Add connections
    54. 54. Add connections
    55. 55. Tip Spend 15 minutes a week adding connections. The goal is to get closer and closer to people who may be a persona.
    56. 56. Step 3: Create content Create content in many ways:  Groups  On your wall  Through applications  Twitter  Blog posting  Slideshare  Using LinkedIn Today
    57. 57. LinkedIn Today
    58. 58. LinkedIn Today
    59. 59. LinkedIn Today
    60. 60. LinkedIn Today
    61. 61. LinkedIn Advertising
    62. 62. LinkedIn Advertising
    63. 63. LinkedIn Advertising
    64. 64. Top 10 Tips for Using LinkedIn 1. Complete your profile to 100% 2. Describe specific work experiences 3. Choose your public URL and share it 4. Connect to people 5. Give and get recommendations from trusted colleagues – or presenters you like  6. Find answers or ask questions 7. Participate in relevant groups 8. Tell LinkedIn today your interests 9. Follow your customer‘s page to get updates 10. Visit www.learn.linkedin.com for more tools
    65. 65. Assignments 1. Ask a question on LinkedIn. 2. Customize LinkedIn today. 3. Create a 30-day content plan.
    66. 66. Break
    67. 67.  ―We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that‘s exactly what the product was.‖ —Jack Dorsey
    68. 68. Twitter strategy Craft a bio. Find and follow people who are category leaders. Create content.
    69. 69. Your bio
    70. 70. 3 parts to a strong online bio Focus Exceptional Genuine
    71. 71. Find and follow people search.twitter.com
    72. 72. Hashtag
    73. 73. Hashtag
    74. 74. Listen
    75. 75. Listen
    76. 76. Listen
    77. 77. Follow
    78. 78. Lists As you follow people, add them to lists.
    79. 79. My favorite list
    80. 80. Content creation Re-tweet. Post links. Create original content.
    81. 81. Re-tweet
    82. 82. Post links from the web
    83. 83. Post links from the web
    84. 84.  YouTube is the second most used search engine after Google.
    85. 85.  People choose to watch video Phones and tablets help
    86. 86.  Never say viral.
    87. 87.  Three kinds of (non-viral) videoUser Generated Quick-Post Professional
    88. 88.  So you have a video Discover Watch Share
    89. 89. Passive Discovery Active Discovery
    90. 90.  There are hundreds of places to post videos online Including video posting services like TubeMogul and Hey!Spread.
    91. 91.  But we‘re going to talk about YouTube. Because YouTube offers an opportunity for people with video content. Because the URL is meaningless, great care should be taken with the title, description and tags.
    92. 92.  Help people who are looking for content to find your content – the title and description should have keywords YouTube allows infinite amount of tags, so add as many as possible.
    93. 93.  A YouTube channel offers the ability to post videos we create, and videos created by people in one place.
    94. 94. YouTube.com/apple
    95. 95. YouTube.com/adidas
    96. 96.  Summary. Video is being created more and more. Video is the best way to show off the emotion of the brand and and involvement of fans. YouTube is one of the best places to show off video.
    97. 97. Assignments Create a Twitter profile and populate a Twitter list of category thought leaders Create a YouTube channel and Subscribe to 5 news channels
    98. 98. Break
    99. 99.  Facebook has over X million members 50% of all Canadians have a profile! Source: http://www.facebook.com/press/info.php?statistics
    100. 100.  Connecting people I already know.
    101. 101.  Facebook is after shoppers through the social graph.
    102. 102. Wall and Tab Content There are two steps to a successful page.  Wall content  Tab content
    103. 103. Content calendar
    104. 104. Using Facebook as the page
    105. 105. Facebook advertising
    106. 106. Facebook advertising
    107. 107. Assignments Create a Facebook page. With your Facebook page, like another Facebook page.
    108. 108. How Much Should I Spend? All of the above things are free. The thing you’ll spend is time.
    109. 109. Time In this book, Clay Shirky argues that we gave all our free time to TV. Give half an hour a day to networking.
    110. 110. Networking Set a goal. In 12 months, you will do the following:  1. make contact with 1-3 of the people in your target market.  2. When you make contact, you will tell them about content you created.
    111. 111. Measurement How do you measure success? Be smart before you start.
    112. 112. Content matters. The magic wand rule: Social media offers new ways to talk, not new things to say. Social media is not a magic wand to make a dullard clever or a bore interesting.
    113. 113. Know why you‘re creating content. Content created for strategic communications must be driven by clear, specific communications goals. (That‘s true for all strategic communications.) If you can‘t write down your goals for content, they‘re probably not clear and probably not specific. (That‘s also true for all strategic communications.)
    114. 114. Know your best social media voice.• Journalistic• Institutional• Funny• Scholarly• Informative
    115. 115. What content will you create? News and web aggregation. Commentary-driven. Echo-chamber content from other strategic communications vehicles. Comment-enabled. Questions.
    116. 116. The content is targeted Who will watch, read, listen to the content. Do you want them comment? Pro-tip: ask for comments if you want comments. Do you want them share it? Where?
    117. 117. Know what will trigger content. Identify specific events that will trigger social media posts –  Media stories.  Other web posts.  News about the brand.  Events.  Other communications that can be repurposed.
    118. 118. Know when you will post content. Create a content calendar to schedule content. Fill in the holes with timely posts. Core posting patterns can be regular, but it is more important to create content when there is a story to tell. Test different times of the day to deliver content.
    119. 119. Know your strategic fit. Will your content link to your main website – and vice versa? How will you cross-link between media?  Will you link to other social media?  Will you tweet all blog posts automatically?  Will you tweet in the morning and at night? Who will respond to stakeholder comments or questions? The content creator or someone else?
    120. 120. Measure. Create content for people but make sure it is clear what you want them to do. How will they find it? Who are they? Know before hitting ―post‖ what will be measured and then it can be measured.
    121. 121.  Do it right, and your only cost is time. Do it wrong, and it will cost you money.
    122. 122. Break
    123. 123. Beyond The Big Social Networks Slideshare. Delicious. Blogs.
    124. 124. Slideshare
    125. 125. Slideshare
    126. 126. Slideshare
    127. 127. Slideshare
    128. 128. Delicious
    129. 129.  Prove you are smart.
    130. 130.  Now consider how your individual smarts can work for a brand. Every single one of your bookmarks can appear on your website under the heading ―What we are reading‖.
    131. 131. How it is done Read a relevant article in the NY Times. Save the article to Delicious bookmarks Give it a unique tag: MyCompany. The website searches Delicious for anything tagged MyCompany and it is updated automatically
    132. 132. How many accountingblogs are there on theInternet?
    133. 133. 258
    134. 134. How often should you blog? When you have something to say.
    135. 135. Break
    136. 136.  What results should I expect?
    137. 137. Analytics
    138. 138. twittercounter.com
    139. 139. Bit.ly Bit.ly is a way to measure links.
    140. 140. Bit.ly
    141. 141.  LinkedIn offers paid analytics
    142. 142. Slideshare
    143. 143. Slideshare
    144. 144. Slideshare
    145. 145. On results For most of the day, we’ve talked about a few things:  Who are you targeting?  Where will you target them?  What content will you share/create
    146. 146.  We can throw all kinds of analytics at you from many tactics. Things you can measure:  Links to your firm web site  Connections  Followers  Engagement
    147. 147. Measure the goal Imagine a hockey game without nets. When you’ve set a clear goal, you will also be able to figure out how to measure it.
    148. 148. Break
    149. 149. Social media policy Don’t say stupid things Mom rule Confidentiality
    150. 150. What not to say Share your connection. When talking about your firm, a client, competitor or any related matter, share your name and connection. You should use your actual title and an appropriate photo on your profiles, which reach personal and professional networks.
    151. 151. What not to say Don’t share non-public, confidential information or opinions about clients
    152. 152. What not to say Be smart. What you publish will be online for years to come and available to anyone who searches for it.
    153. 153. What not to say Use a disclaimer for personal sites. If you publish a personal blog, make it clear to your readers that the views you express are yours alone.
    154. 154. What not to say Be wary of your tone. The words we write have the potential to embarrass someone. That means ethnic slurs, personal insults, or obscenity. Imagine the worst-case scenario (a client reading your negative blog post, for example), and act accordingly.
    155. 155. What not to say Always respect copyright and fair use. Just because you find a photo online doesn’t mean you can use it on your Facebook page, just as you couldn’t use that photo in a print ad. Of course, if you do share any content, make sure you credit the source.
    156. 156. What not to say Don’t download every app. Be very cautious when installing any application on your computer. If you’re unsure about an application, a link, a follower.
    157. 157.  Listen first. Ask second.
    158. 158. Questions This presentation is available for download at slideshare.net/mrhames

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