Leadership & Social Media NSAA


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Technology Tools for Leaders - presentation to the National State Auditors Association in Harrisburg on September 30, 2009. Features I2A - Insights to Action - a strategic thinking system, CPA Vision Project, Social Media, and Mindmanager CPA edition, XBRL.

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  • Switch to TomLearning & staying on the cutting edge (content & filtering) Managing my career (content – competencies – career paths)Doing my work (social context)Interacting with peers (web tools)Becoming a leader in my field (managing on-line identity – whuffie)Who is there , ready to leadStaying up to date, Do I know what is happening in my profession, thought leadership, collaboration,
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  • Pull information in from many disparate resourcesResearch
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  • Leadership & Social Media NSAA

    1. 1. NSAA INFORMATION TECHNOLOGY WORKSHOP & CONFERENCE Crowne Plaza Hotel – Harrisburg, Pennsylvania Use of Technology Tools to  gy Improve Leadership Tom Hood, CPA.CITP CEO – Maryland Association of CPAs September 30th, 2009
    2. 2. Government Accountant Leading the  CPA Profession f Ernie Almonte, CPA – Auditor General, State of Rhode Island http://www.twitter.com/erniealmonte
    3. 3. “As it relates to science and technology, the rate of As it relates to science and technology, the rate of  change in the next decade, is likely to be 4 to7  times faster than in the last decade.  If it is 4x faster  it would be like planning for 2006 in 1890, if it is 7x    it ld b lik l i f 2006 i 1890 if it i 7 faster it would be like planning for 2006 in 1670.” ‐Expert on Education Panel The Aspen Institute 2007 Expert on Education Panel, The Aspen Institute, 2007
    4. 4. What will the new normal look like? “It is increasingly clear that the  “I i i i l l h h current downturn is  fundamentally different from  recessions of recent decades. We  recessions of recent decades We are experiencing not merely  another turn of the business  cycle, but a restructuring of the  cycle, but a restructuring of the economic order.”  – Ian Davis, McKinsey    Quarterly March, 2009
    5. 5. What is the One Thing for CPAs?
    6. 6. Tools for Leaders Tools for Leaders
    7. 7. What is the One Thing for CPAs? What is the One Thing for CPAs? CPAs… Making sense of a changing and  complex world. l ld
    8. 8. CPA Competencies Needed 2008 – Deloitte Research 1998 – CPA Vision Project • Change Management (C) g g ( ) • Communication &  • Strategic Ability (S) Leadership • Critical Thinking (S) • Strategic & Critical Thinking • Business Perspective (C) • Focus on the Customer,  • Organizational Agility (C) Client, and Market • Dealing with Ambiguity  • Interpretation of Interpretation of  (S) Converging Information • Technologically adept C – Catalyst S ‐ Strategist
    9. 9. What do CPA Leaders look like? What do CPA Leaders look like?
    10. 10. LC “To keep pace in your industry, let alone excel as a leader, requires your rate of  learning to be greater than, or equal to, the rate of change.”                                ‐Unknown We think this means a few things:  Skills based training isn’t enough, extraordinary leaders must be able to  rapidly shift perspectives and change their own mindset.  Strategic planning isn’t enough, extraordinary leaders must be strategically  thinking, all of the time. thinking all of the time  Charisma and creativity aren’t enough; extraordinary leaders need to be  ambidextrous thinkers – able to think conceptually and sequentially, in the  abstract and in the concrete, and able to move quickly between the two. abstract and in the concrete, and able to move quickly between the two.  Extraordinary leaders cannot do it alone; they must be adept at building  and sustaining large social networks of people engaged in the work.
    11. 11. You cannot stay on the summit forever; you have to  come down again. So why bother in the first place?  come down again So why bother in the first place? Just this: What is above knows what is below, but what  is below does not know what is above. One climbs,  is below does not know what is above. One climbs, one sees. One descends, one sees no longer, but one  has seen. There is an art of conducting oneself in the  lower regions by the memory of what one saw higher  up. When one can no longer see, one can at least still  know. ‐Rene' Daumal
    12. 12. CPA Professional 2.0 CPA Professional 2.0 1. Learning & staying on the cutting edge 2. Managing my career 3. Doing my work g y 4. Interacting with peers 5. 5 Becoming a leader in my field Becoming a leader in my field
    13. 13. Social Media Social Media
    14. 14. Here comes the Net Generation "There is plenty of cause for alarm and/or optimism  when it comes to my generation; even I can see that.  Still I think the negative views of us come from a fear of  Still I thi k th ti i f f f f the unknown, a fear of change. Our world is evolving at  a rapid rate, and that can be scary for older generations a rapid rate and that can be scary for older generations — Savannah Jones, 17, Portland, Oregon NGenophobia—the irrational and morbid fear  of youth, especially with regards to their use of  the Internet
    15. 15. Among active Internet users … Among active Internet users … • 73% have read a blog 73% have read a blog • 45% have started their own blog • 39% subscribe to an RSS feed 39% b ib SS f d • 57% have joined a social network • 55% have uploaded photos • 83% have watched videos 83% have watched videos Sources: Universal McCann Comparative Study on Social  Media Trends, April 2008, and Marta Kagan
    16. 16. So why are we here?  Facebook: 250 million users  LinkedIn: 47 million users  Twitter: 32 million users … and growing.
    17. 17. Three Drivers of Change WEB 2.0 THE NET GENERATION Wikinomics ‐ The New  Economic Order Inspired by Don Tapscott
    18. 18. Social Media is a Generational Issue • Matures      64 ‐ 100 • Boomers     45 ‐ 63 • Gen X          29 ‐ 44 • Millennials   10 ‐ 28 Which one are you? "Digital 'Natives' Invade the Workplace:  Young people may be newcomers to the  world of work, but it's their bosses who  are immigrants into the digital world." 
    19. 19. Meet your future employees? “over 64% of students in  grades K 12 play online  grades K‐12 play online and/or electronics based  g games regularly” g y “Downloading music is #1 activity  by middle and high school  students” “40% of middle school students and  67% of high school students have a personal website (Facebook,  personal website (Facebook, MySpace, Xanga)” Source: Project Tomorrow – Speak Up 2007 report
    20. 20. Generation Gap? Or Generation Lap? One third (35%) of American adult internet users  Generations have a profile on an online social network site,  h fil li i l t k it four times as many as three years ago, but still  much lower than the 65% of online American teens  who use social networks  “In 1997, young people for the first time were recognized by  adults as being authorities on something truly revolutionary  – digital technology, interactive media, and collaboration.”  – Don Tapscott “Growing Up Digital”
    21. 21. Eight Net Gen Norms 1. Freedom – The freedom to work when and  where you want 2. Customization – My job my life 3. Scrutiny – I know what you did last night 4. Integrity – Be a good company to work for 5. Collaboration – Teamwork 6. Entertainment – Work should be fun 7. Speed – Let’s make things happen now! 8. Innovation – Let me invent
    22. 22. To be a guild master in a game like World of Warcraft, you need to  , g p be able to create a vision, find recruits and give them a platform  on which to learn, and orchestrate the group's strategy. To me, it  sounds a lot like the skills a corporate executive needs, doesn't it?  – Don Tapscott “Grown Up Digital”
    23. 23. This is a Social Network  Thi i S i l N t k
    24. 24. The New Math Social Networking (Old) + Social Media (New) = A change in the way we build  A change in the way we build relationships Source: Matt Goddard, CEO R2integrated 
    25. 25. Old School vs. New School Chamber of Commerce Class Reunions Friends and Family E‐mail Industry Meetings I d t M ti Newsletters
    26. 26. It s all about your Whuffie It’s all about your Whuffie Whuffie is the culmination of your reputation,  influence, bridging and bonding capital,  i fl b id i d b di i l current and potential access to ideas, talent  and resources, saved‐up favors, and  d d f d accomplishments. ‐ Tara Hunt “The Whuffie Factor”
    27. 27. It’s about the Network Effect Metcalf’s Law "states that the economic value of a  network increases like the square of  network increases like the square of the number of its nodes, or the law of  increasing returns. Usually, when  people share a piece of equipment,  the return diminishes. When more  people are engaged in the network,  more value is returned to the user."
    28. 28. It’s about the Network Effect How big is  your  network? “In a sentence {to recognize a network} means ‘To discover how A, who is in touch with C, Is affected by the relation between B and C.” – Russ Eckel “Becoming the Eye of the Tiger”
    29. 29. Whuffie Example
    30. 30. Get found  Digital Footprints Get found – Digital Footprints
    31. 31. Our Journey… • Share • Listen & Learn • Communicate • Connect
    32. 32. Meet your customers where they are
    33. 33. Results  By the Numbers Results – By the Numbers • Youtube – Defining Americas CPA Defining Americas CPA 6,513 6 513 – CPALearning2 793 – Financial Literacy 2,459 – New CPAs swearing‐in 326 • Slid h Slideshare – Professional Issues 5,304 – Web 2.0 & Second Life Web 2.0 & Second Life 3,253 • Blogs 10,000 + per month • Podcasts ???
    34. 34. Results  By the Numbers Results – By the Numbers • Facebook – MACPA 177 – NYPN 58 – Tom Hood 201 • Linked In Linked‐In – MACPA 373 – Tom Hood 412 • Second Life Second Life 483 • Twitter – MACPA 884 – Bill Sheridan 1,203 – Tom Hood 1,589
    35. 35. Benefits of Social Media Benefits of Social Media • Share & discuss information • Increase ability to connect to more people I bilit t tt l • Increase ability to manage more relationships • Customer service & support Customer service & support • Tool for recruitment & retention • Information & knowledge management • Increased findability on web (SEO) • Brand management • Accelerate your strategy Accelerate your strategy • Did I say it’s cheap?
    36. 36. And what about CPAs? • 54% are on LinkedIn • 48% are on Facebook 48% are on Facebook • 21% are on Twitter • 61% attend webinars 61% attend webinars • 36% read blogs • 28% listen to podcasts 28% listen to podcasts
    37. 37. Marketing Strategy 2.0 Website e‐mail Twitter T itt newsletters Social  Blog Networks
    38. 38. What is a blog? • A Web site of news and commentary that  allows readers to give feedback about what  allows readers to give feedback about what they are reading.
    39. 39. What can a blog do for you? What can a blog do for you?  Establish your company as a thought leader Establish your company as a thought leader  Reinvent your marketing strategy  Build communities and improve  customer relations  Enhance legislative advocacy  Expand your brand
    40. 40. James Carroll, CPA James Carroll, CPA Website Facebook Twitter
    41. 41. Last two stories Last two stories • Client contact via Client contact via  Facebook • Staff relations via  Facebook Leadership & Social Media  – panel of young professionals AICPA Leadership Academy Chicago, 2009
    42. 42. Government & Social Media
    43. 43. AGA & Social Media AGA & Social Media http://aga.typepad.com/ http://twitter.com/stlaga
    44. 44. CPAs’ “favorite?”
    45. 45. Warning! • Productivity • Resources (video & bandwidth hogs) • Security Risks ‐ Viruses & Malware S i ik i & l • Social Engineering • Reputation & Legal Liability
    46. 46. Challenges • Social media requires  loosening the reins on  technology platforms and  access • Social media management  requires constant care and  feeding, as well as  feeding, as well as monitoring • Because social media is  MASS media, mistakes  di it k and missteps are  a p ed amplified 
    47. 47. Social Notworking? Social Notworking? This is defined as “The  s s de ed as e practice of spending time  unproductively on social‐ networking websites,  k b especially when one should  be working, or When you  be working ” or “When you spend all days at your job on  social networking sites such  g as facebook,myspace and  twitter.”
    48. 48. “If you think about the media environment an average  American teenager lives in, to walk into a classroom (or  your company or firm) that doesn’t have any of that  media must be like walking into a desert.”  – Steve Maher, High School teacher PBS Special “Growing  Steve Maher, High School teacher P S Special Growing Up On‐line” • To ban or not to ban? A recent University of To ban or not to ban? A recent University of  Melbourne study showed that people who use the  internet for personal reasons at work are about 9%  more productive than those who do not. more productive than those who do not.
    49. 49. Research says… "One day at work they took away our tools, like One day at work they took away our tools, like  Facebook, Pandora, Bebo, NPR. Work is slow  now, cold and boring." —STEVE RESSLER, 27,  TAMPA, FLORIDA In a social environment based on networked individualism, the internet s internet’s capacity to maintain and cultivate social networks has real payoffs (in the workplace).”– “The Strength of Internet Ties” Report
    50. 50. Sooooo…. Social Notworking is a  managerial problem, not a  technology problem. If a salesman spends his day  making personal phone calls  rather than phoning potential  customers, the solution is not  to take away the phone. The  solution is to make clear what  is and is not acceptable  i di t t bl behavior and… Discussion at AICPA Leadership Academy Discussion at AICPA Leadership Academy Chicago, July, 2009
    51. 51. Risk Management • Educate & train your staff • S t Set security & usage policies it & li i • Restrict Access during certain  times (if you have to) • Monitor – using search &  g google alerts
    52. 52. Educate yourself http://www.cpalearning2.com
    53. 53. Next steps… 1. Educate yourself – www.cpalearning2.com 2. Create your digital footprint. Create  y g p profiles on Facebook, LinkedIn and  Google.  3. Start listening. Use Google Reader or  Bloglines to begin reading thought to begin reading thought  leaders in your profession or areas of  interest.  4. Continue listening. Create your Twitter listening. Create your Twitter account and follow your profession and  areas of interest.  5. Start sharing. Create a blog and record  your thoughts.  h h 6. Share. Recognize and promote the  people you find interesting. 
    54. 54. You can…Ignore it Fight it or Fight it or Harness it’s power
    55. 55. Transparency Now! – A Wired Manifesto Nevada N d FDIC Oregon SEC http://www.xbrl.org Source: Wired magazine  17.03 March, 2009
    56. 56. MAP it! think, plan act learn think plan, act, learn… http://www.mindjet.com/cpas/mj.aspx
    57. 57. CPA templates to help p you with...
    58. 58. synthesize information
    59. 59. manage processes
    60. 60. communicate effectively http://www.mindjet.com/cpas/mj.aspx
    61. 61. Create your future! http://www.bizlearning.net/learningcenter/ http://www bizlearning net/learningcenter/ http://www.bizlearning.net/learningcenter/customizedtraining/event_detail_inHouse.cfm?eventid=09IASTS
    62. 62. Questions? Passing  Passing Fad or  Fad or Valuable  Valuable Tool?
    63. 63. Tom Hood, CPA.CITP CEO Maryland Association of CPAs Business Learning Institute (443) 632‐2301 E mail tom@macpa org E‐mail tom@macpa.org Web http://www.macpa.org Blog http://www.cpasuccess.com
    64. 64. MACPA resources • CPA Spotlight, our daily blog www.CPASuccess.com • CPA Spotlight, our weekly podcast www.macpa.org/podcast • Other MACPA blogs: • www.CPALegislativeInsider.com • www.NewCPAs.com • www.TCPAblog.com • CPA Learning 2, a Web 2.0 playground by CPAs for CPAs www.CPALearning2.com
    65. 65. Resources  The Corporate Blogging Book, by Debbie Weil www.TheCorporateBloggingBook.com  Debbie’s blog, www.BlogWriteforCEOs.com g, g  MACPA social networks: • Twitter: Twitter.com/MACPA • Facebook: http://www.facebook.com/home.php#/macpa?ref=ts • LinkedIn: tinyurl.com/6k8xra • Flickr: tinyurl com/6meyuu Flickr: tinyurl.com/6meyuu • YouTube: tinyurl.com/66c249  Second Life resources: • CPAs on Second Life: www.SLACPA.com • CPA Island: www.CPAIsland.com
    66. 66. CPAs and Social Media – Passing Fad  or Valuable Tool? or Valuable Tool? Tom Hood, CPA.CITP CEO & Executive Director CEO & E i Di Maryland Association of CPAs http://www.MACPA.org tom@macpa.org Follow me on:  Twitter: http://www Twitter com/tomhood Twitter: http://www.Twitter.com/tomhood  LinkedIn: http://www.linkedin.com/in/tomhood  Facebook: http://www.facebook.com/thoodcpa Plaxo: http://tomhood.myplaxo.com Slideshare: http://www.slideshare.net/thoodcpa Youtube: http://www.youtube.com/thoodcpa Second Life avatar name: Rocky Maddaloni