MACPA Innovation Summit - How to add value with social media #MDSUMMIT
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MACPA Innovation Summit - How to add value with social media #MDSUMMIT



MACPA's annual Innovation Summit is not only THE CPA EVENT of the year but THE MOST SOCIAL CPA Event of the year. See how MACPA had a reach of 256,256 people with almost 2 million impressions ...

MACPA's annual Innovation Summit is not only THE CPA EVENT of the year but THE MOST SOCIAL CPA Event of the year. See how MACPA had a reach of 256,256 people with almost 2 million impressions (1,816,627 to be exact).

This presentation shows how the integration of social media changed a regional conference to a national blockbuster, creating additional value for our sponsors, speakers and participants - and ultimately our members!

Follow the path to value as MACPA used social media tools like youtube, slideshare, twitter, linked-in, Facebook, and google + along wit their award-winning blog ( to create a conference experience that started well before the event and will last throughout the year.

You will see how MACPA incorporated innovative social and collaborative technology (Flybits & at the conference to increase member participation and engagement. All designed to help transform the CPA Profession by giving CPAs the tools to understand and maximize their use of technology and other innovations.



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  • These were results of our social media coaching program with a large global provider and the amplification impact of additional followers, RTs and mentions during and after the events.We will be introducing new sponsor training for our conferences and for our members ahead of this year’s 2013 MACPA Innovation Summit (May 17th, 2013 at Martin's West in Baltimore)

MACPA Innovation Summit - How to add value with social media #MDSUMMIT MACPA Innovation Summit - How to add value with social media #MDSUMMIT Presentation Transcript

  • MACPA 2013 Innovation SummitSocial Success!#MDSUMMITTom Hood, CPA, CITP, CGMACEO@tomhoodMACPA @macpaBusiness Learning Institute @bizlearn
  • First, a word from our sponsor"This event is different from any otherin the profession, so our approach tohow we engage with the show and itsparticipants is different"- Jennifer Warawa, Sages vice president of partner programsand channel sales
  • Tom HoodCEO of MACPA & BLI• Named Fourth Most InfluentialPerson by Accounting Today• Top 25 Influencers in Learning & HRby HR Examiner• Top 25 Public Accounting ThoughtLeaders by CPA Practice Adviser• Working on Learning Managementwith AICPA/CPA2Biz, CloudCurriculum, PerformanceManagement /XBRL, Leadership &GenerationsTom Hood, CPA, CITP, CGMACEOMACPABusiness Learning Institute (BLI)
  • Last year (2012) we set records for the most“social” CPA tech conference in the US…-20,00040,00060,00080,000100,000120,000140,000160,000180,000200,000California Acct. & Bus. Show PSTECH CCH Listening EventSocial Media Metrics: AmplificationMACPA Innovation Summit
  • This year we set out to beat thatrecord and tip the adoption curve Video
  • Innovative Conference Technologies used tocreate engagement, particpation & experience
  • And we did! The numbersspeak for themselves#MDSUMMIT By the numbers• Attendees 338• Pre-summit Social Media Session 382• Reach 214,709• Impressions 1,816,627• Press Release Impressions 38,190• Press Release Reads 1,083• Slideshare views 1,296• Youtube 258
  • #MDSUMMIT By the stats
  • stats
  • Are you in the {Flybits}Zone?Engagement with participantsUsing location aware app Flybits we set upzones for our Platinum sponsors wherethey loaded content and resourcesaccessed by participants on their mobiledevices when they entered their {zone}.
  • Special {zone} reporting for sponsorsZone Zone VisitsMACPA 322CPA2Biz 127Sage 151CCH 79Ziptr 121Simplified 82
  • We started with a question – how can we “tip theadoption curve” with a special ThinkTank sessionUsing the ThinkTankCollaboration we had a specialsession for sponsors and aCPA member advisory groupto talk about technologyadoption and CPAs
  • We used the feedback from this session todesign special sponsorship value packages
  • And more exposure for sponsors thrueducation of members• Development of “Road to the Cloud” curriculumfeaturing sponsored CPE designed to help CPAswith first steps• ROA – Return on Attention by adding focus onspecial curriculum via “Free CPE” and exposureduring town halls throughout the year (2,000 plusCPAs)• Social Q&A at Town Halls for polls and questionsfrom MACPA members (using
  • “Road to the Cloud” Curriculum to create a resource Centerfor CPAs to learn about the cloud.Featuring sponsored CPE sessionsthat shows how CPAs can takeadvantage of technology and stayahead of change.Courses will be designed to helpCPAs deal with the change equationD * V * F > RWith options for using ourcommunity platform MACPA Groupsto help connect members to otherCPAs and even vendors to get helpimplementing and using technology
  • Event + year-round exposure throughMACPA Town Hall Meetings Sessions per yearReaching 2,000+ CPAs4 hour Free CPE eventsFeaturing Trends and Issues in ProfessionRecap on our award winning blog (add’l reach)
  • How we did it…• Integration of Social into Conference - Social MediaGuide• Pre-conference social media training for sponsorsand members• Press release, pre-event and at event pressconferences• Twitter, blogging and social sites likeslideshare, youtube, facebook, google + & linked-in• Innovative conference technologies (Flybits & to create engagement andparticpation of attendees
  • Tools & Examples
  • Before – Social Media Guide added a specialpre-conference socialmedia quick startsession for ourmembers and anotherfor sponsors.The objective being tohelp members andsponsors leveragesocial media forlearning andconnectionsbefore, during and afterthe summit.
  • Before – Pre-conference social media training Sponsors For Members
  • Press Coverage
  • Pre-event Press Release
  • Pre-event Press Conference the leading Accountingpublications – AccountingToday, Accounting Web, CPAPractice AdvisorFeaturing our Innovativetechnologies forconnection, collaborationand engagement withconference attendees(speakers, sponsors andparticipants).And press announcementsfrom our Platinum sponsors –CCH, CPA2Biz, Sage, Ziptr, and Simplified Innovations
  • Twitter as Amplifier> 1,700 tweetsTweetdoc captures twitter stream
  • Plus: our blog
  • Thanks to our Platinum sponsors@getgroupsystems @teamflybits @conferencesio
  • Tom Hood, CPA.CITPCEOMaryland Association of CPAsBusiness Learning Institute(443) 632-2301E-mail tom@macpa.orgWeb http://www.macpa.orgBlog http://www.cpasuccess.comBlog http://www.bizlearningblog.comFollow me on: Twitter: LinkedIn: Facebook:Google +:Slideshare:Youtube:Second Life avatar name: Rocky Maddaloni