Learn & Meet Like a Millennial - Do you have a Second Life?


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MACPA has led the CPA profession into this exciting virtual world platform. Tom Hood and his alter ego, Rocky Maddaloni will show you how virtual world’s like Second Life can be used for real training, conferences and meetings. You will learn how this fits within the Web 2.0/social media software spectrum, discuss possible uses, and see examples of real life business applications that can be done in Second Life.

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Learn & Meet Like a Millennial - Do you have a Second Life?

  1. Learn & Meet Like a  Millennial – Do You  Have a Second Life?  Presented by: Tom Hood, CPA.CITP  CEO & Executive Director  April 26, 2010  MACPA Towson CPA Center  & CPA Island 
  2. CPAs are worried about keeping up with technology, especially this social media stuff
  3. CPAs are asking is this a passing fad or something I should pay attention to?
  4. The pace of change in business today is making us all feel overwhelmed
  5.   “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 2009 in 1890, if it is 7x    faster it would be like planning for 2009 in 1670.”   ‐Expert on Education Panel, The Aspen Institute 
  6. You need new  • Communication &  skills & new  Leadership  tools to keep  • Strategic & Critical  Thinking  pace and lead  • Focus on the  Customer, Client, and  in this new  Market  • Interpretation of  environment  Converging  Information  • Technologically adept   
  7. Today, you will learn how MACPA’s experience with social media & second life can help you become a navigator of this change!
  8. Follow us on our journey of Web 2.0,  Social Media and Second Life  We will answer these questions:  1. What caused us to explore Web 2.0, social media & Second Life?  2. How did we do it?  3. What did we learn?  4. What does it mean to you and all CPAs? 
  9. What caused us to explore Web 2.0,  Social Media & Second Life 
  10. In the beginning there was the  Association Digital Now Conference  • 2000 Internet & Growing  Up Digital by Don Tapscott  • 2002 Jim Collins  • 2006 Jim Collins, Stephen  Abram ‐  Association 2.0  • 2007 Stephen Abram –  reality 2.0  • 2008 Julie Evans & Project  Tomorrow research (K‐12) 
  11. The profound impact of the new generation of digital  natives that will soon outnumber baby boomers in the  workplace (by 2010)  = 
  12. 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."  
  13. MACPA in Second Life 
  14. Generation Gap? Or Generation Lap?  One third (35%) of American adult internet users  Generations  have a profile on an online social network site,  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” 
  15. The Eight Net Gen Norms that will transform  business, education and government  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 
  16. Proliferation of Web 2.0 & Social  Media tools for free causes concern  = 
  17. Add the trend of “Wikinomics” and  these three mega‐trends forms the  Perfect Storm of Sea Change  THE NET  WEB 2.0  GENERATION  Wikinomics ‐  The New   Economic   Order  Inspired by Don Tapscott 
  18. How did we do it? 
  19. Key Questions to Think About 1) What if our we could connect to this new generation of CPAs and young professionals early on in their careers? 2) What if we could teach our older CPAs how to use this technology to reach this new generation of CPAs and enable them to share and engage better? 3) What if we (State CPA Societies) could add these tools to our arsenal and use these tools in to engage our members in new ways and help with collaboration, connection and community?
  20. MACPA’s journey  1.Goin’ virtual  2.Listen & Share  insights (blogging)  3.Sharing  4.Next Practices  5.Connect 
  21. Our Journey…starts with strategy  The MACPA is a progressive, professional  association dedicated to serving CPAs in the  Maryland region, enabling them to grow,  prosper and remain viable in a dynamic,  rapidly changing environment.               The  MACPA recognizes the diversity in the CPA  profession and will provide the necessary  resources and services to help its members  maintain the highest level of integrity,  professional ethics and knowledge for the  benefit of the public and the good of the  profession.    Connect –  Protect ‐ Achieve 
  22. What is Second Life? MACPA goes virtual  "I look at it as just another office, another  extension of our firm. It’s another touch point  where we can potentially meet with clients and  expand our geographic of where we can deliver  services.”  ‐ Byron Patrick, CPA.CITP KAWG&F First CPA Firm in Second Life   
  23. Second Life / Virtual worlds  We were first CPA group to have a presence in Second Life  
  24. Accounting Educators in Second Life  Dr. Mike Kraten, CPA  Suffolk University  Dr. Robert Bloomfield  Cornell University  Dr. Steve Hornik  University of Central Florida 
  25. Go to where the conversation is…  IBM Financial Analyst  Accounting Assistant  Member of NJSCPA 
  26. When should you start to pay attention? Moving beyond Second Life marketing, many companies are infiltrating virtual worlds for employee meetings, mixers, and recruiting – Business Week Second Life produces real training results – CLO magazine ASTD Virtual Worlds make Harvard Business Review’s breakthrough ideas for 2008
  27. When should you start to pay attention? This is not a game: Virtual Worlds coming to your business Forrester predicts – CIO Magazine Virtual worlds will be widely adopted venues for reaching customers and experimenting with new product ideas and business models – Intuit’s Future of Small Business Report
  28. FASB is there!
  29. CPA Australia is there
  30. Accounting Education Pavilion Our pavilion features a place for Colleges & Universities to showcase their accounting education and a place for accounting educators to connect, share, and learn from each other. It is also a place for prospective students to see the many options available in an exciting career as a Certified Public Accountant.
  31. New Young Professionals Network Club NYPN on CPA Island Life’s a beach at the Club NYPN on CPA island. This special area devoted to New & Young Professionals has all of the features for networking, casual meetups, and fun. Complete with a dance floor, tiki bars, beach, and a real treehouse – it is the place for students and young professionals to chill.
  32. BLI Conference Center A center facilitating the development and sharing of competencies and strategic knowledge required for leadership in the rapidly changing business environment. BLI will deliver competency-based curriculum, courses, content, and community to enhance learning and grow intellectual capital for organizational and executive leadership.
  33. Listen & Share – MACPA enters the  blogosphere  MACPA gets a coach – Sept, 2006 and launches  CPA Success blog 
  34. http://www.cpasuccess.com  http://www.newcpas.com  http://www.cpalegislativeinsider.com  http://www.bizlearningblog.com  http://www.mdbizexpoblog.com  http://www.cpaisland.com  http://www.slacpa.org   
  35. MACPA social media efforts featured in  J of A and win 3rd place in Mobbies  MACPA won 2  out of top 10 Biz  blogs in MD 
  36. Sharing ‐ MACPA launches video, Defining  America’s CPA – Maryland on Youtube and in  Second Life. 
  37. Finding Members 
  38. Building Relationships 
  39. Getting Recognized 
  40. MACPA featured in 3 sessions at Digital  Now in 2007  • Governance &  Structure – Tami  Bensky  • Generations – Byron  Patrick & Thomas  Hood  • Second Life – demo by  Byron & Thomas 
  41. Next Practices ‐ Helene Blowers and the  CML were willing to share their work in  Web 2.0 
  42. CPA Learning 2.0 – The first self‐ directed learning tool for CPAs  • Oct, 2007 Staff volunteered  to “do it”  • Feb, 2008 Staff completed  (95% participation)  • Opened up to the world 
  43. Connecting – MACPA meets its  members where they are. 
  44. Twitter & MACPA
  45. Results – By the Numbers  • Youtube  – Defining Americas CPA      7.053  – CPALearning2              979  – Financial Literacy       2,908  – New CPAs swearing‐in          460  – Others          1,933    • Slideshare  – Professional Issues       8,257  – Web 2.0 & Second Life      5,253  – Other presos        2,112  • Blogs              10,000 + per month  • Podcasts           ???     
  46. Results – By the Numbers  • Facebook  – MACPA               300  – NYPN               68  – CPA Careers (Students)         166  – Tom Hood            229        • Linked‐In  – MACPA            504  –  Tom Hood            487  • Second Life            483    • Twitter  – MACPA                         1,065  – Bill Sheridan                       1,145  – Tom Hood                                1,795          
  47. What did we learn?  1.Relationships &  the Network Effect  2.Listening &  learning  3.Builds Social  Capital (Whuffie)  4. Effective  Communication  Tool 
  48. The New Math Social Networking (Old)    +  Social Media (New)    =  A change in the way we build  relationships  Source: Matt Goddard, CEO R2integrated  
  49. 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” 
  50. Social Media builds social capital It’s all about your Whuffie  Whuffie is the culmination of your reputation,  influence, bridging and bonding capital,  current and potential access to ideas, talent  and resources, saved‐up favors, and  accomplishments.  ‐ Tara Hunt “The Whuffie Factor”   
  51. Whuffie Example 
  52. What social media did for MACPA  and can do for you?   Establish your company as a thought leader   Reinvent your marketing strategy   Build communities and improve   customer relations   Enhance legislative advocacy   Expand your brand  Get you found on search engines   Make small organizations look big   Communicate to your team   
  53. And what about CPAs?  •  54% are on LinkedIn  •  48% are on Facebook  •  21% are on Twitter  •  61% attend webinars  •  36% read blogs  •  28% listen to podcasts 
  54. Get found – Digital Footprints 
  55. Marketing Strategy 2.0  Website  e‐mail  Twitter  newsletters  Social  Blog  Networks  Source: MACPA & Business Learning Institute 
  56. James Carroll, CPA  Website  Facebook  Twitter 
  57. Dental CPAs / Naden Lean  Website  Blog  Twitter 
  58. How one small firm got on the WSJ?  “I think today demonstrated the value   of the social networks (Facebook, Twitter, etc.) and their ability  to spread the word.  Encouraging others to read our materials  and help us with our mission to Bury the Billable Hour”  ‐ Dan Morris, CPA from Verasage Blog  Website  Blog  Twitter 
  59. Time to pay attention? 
  60. Next steps…  1. Educate yourself –  www.cpalearning2.com  2. Create your digital footprint. Create  profiles on Facebook, LinkedIn and  Google.   3. Start listening. Use Google Reader or  Bloglines to begin reading thought  leaders in your profession or areas of  interest.   4. Continue listening. Create your Twitter  account and follow your profession and  areas of interest.   5. Start sharing. Create a blog and record  your thoughts.   6. Share. Recognize and promote the  people you find interesting.    
  61. But wait there’s more… “When associations and other organizations try new meeting formats, it's not just for novelty-it's a step toward better content delivery. What's more, the association brave enough to try a new take on classic offerings gives its members more than information; it gives them an experience and exposure to a new way of doing things.” -Jeff Waddle ASAE Meetings Remix – Time to Rethink the Usual Format – Association Now Magazine, Oct 2008
  62. How has Continuing Professional Education changed?
  63. Five Learning Trends for 2009 1.Mobile Learning 2.DIY - Do-it-Yourself Learning 3.Flexible Learning Environments 4.Virtual Worlds 5.Games & Simulation Chief Learning Officer Magazine – January 2009
  64. MACPA leads in CPE & CPA events in Second Life "Second Life is more compelling than a conference call, less intimidating than a video conference, and a hell of a lot better than business travel.“ -- John Zdanowski, CFO, Linden Lab
  65. Who said you can’t be in three places at once?  Digital Now, 2007  MDBIZEXPO – June, 2008  AACSB  ASTD  XBRL Int’l – June, 2009  AICPA Tech plus – June, 2009
  66. Who said you can’t be in three places at once?  AICPA Tech + XBRL International
  67. Our journey involved listening, learning,  playing and sharing  • Share    • Listen & Learn    • Communicate    • Connect 
  68. We learned that social media can be a  valuable leadership tool  Web 2.0  Association 2.0  Leadership 2.0 
  69. Leadership 2.0 requires the five qualities of extraordinary leaders 1. Sight ‐ Ability to see emerging  patterns and shift perspective when  necessary  2. Insight ‐ Ability to learn faster than  the rate of change in your industry  3. Create ‐ Ability to think strategically  and critically to gain insights that create  new opportunities  4. Communicate ‐ Ability to  collaborate inside and outside your  organization and to build and sustain  social networks of people engaged in  the work  5. Inspire – Ability to mobilize support  and engage others to join you in  ACTION 
  70. “The future is here. It's just not widely distributed yet.” – William Gibson
  71. =      Featured Videos:   CPA Island  http://www.youtube.com/watch?v=UqGLnFg86qs   AICPA Tech + Conference  http://www.youtube.com/watch?v=U88bTeBpumQ   AICPA Tech+ Flickr http://www.flickr.com/photos/macpa/sets/72157619804488776/   XBRL Int’l Conference  http://www.youtube.com/watch?v=egDhRj58FKU  Blogs:   http://www.cpaisland.com  http://www.slacpa.org  Twitter @slacpa   
  72. MACPA Resources   The Corporate Blogging Book, by Debbie Weil  www.TheCorporateBloggingBook.com   Debbie’s blog, www.BlogWriteforCEOs.com   MACPA social networks:  Twitter: Twitter.com/MACPA  Facebook: http://www.facebook.com/home.php#/macpa?ref=ts  Facebook ‐NYPN:  http://www.facebook.com/home.php#/group.php?gid=6410979354&ref=ts  LinkedIn: http://tinyurl.com/6k8xra  Flickr: http://tinyurl.com/6meyuu  MySpace: http://tinyurl.com/66c249   Second Life resources:  • CPAs on Second Life: www.SLACPA.org  • CPA Island: www.CPAIsland.com   
  73. MACPA resources  • CPA Success, our daily blog  http://www.CPASuccess.com  •  CPA Spotlight, our weekly podcast   http://www.macpa.org/Content/23333.aspx  •  Other MACPA blogs:  • www.CPALegislativeInsider.com  • www.NewCPAs.com  • www.bizlearningblog.com  •  CPA Learning 2, a Web 2.0 playground by CPAs for CPAs  http://www.CPALearning2.com     
  74. =      Follow me on:   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     
  75. Tom Hood, CPA.CITP  CEO  Maryland Association of CPAs  Business Learning Institute  (443) 632‐2301  E‐mail tom@macpa.org  Web http://www.macpa.org  Blog http://www.cpasuccess.com  Blog http://www.bizlearningblog.com