Social CEO, Tom Hood of the MACPA presents a special session for sponsors of the #MDSUMMIT13 MACPA Innovation Summit covering how to tip the adoption curve using social media to reach CPAs. Using twitter as a tool to connect and collaborate, Tom shares his insights into how sponsors can use twitter and other social media tools to connect to CPAs.

1. How
to
Tip
the
Adop-on
Curve
Using
Social
Media
to
Interact
with
CPAs
Tom
Hood,
CPA.CITP.CGMA
CEO
Maryland
Associa-on
of
CPAs
Business
Learning
Ins-tute
#MDSUMMIT13
Special
Session
for
Sponsors
&
Exhibitors

2. Tom
Hood
CEO
of
MACPA
&
BLI
• Named
Fourth
Most
Influen-al
Person
by
Accoun-ng
Today
• Top
25
Influencers
in
Learning
&
HR
by
HR
Examiner
• Top
25
Public
Accoun-ng
Thought
Leaders
by
CPA
Prac-ce
Adviser
• Working
on
Learning
Management
with
AICPA/CPA2Biz,
Cloud
Curriculum,
Performance
Management
/XBRL,
Leadership
&
Genera-ons
Tom Hood, CPA, CITP, CGMA
CEO
MACPA
Business Learning Institute (BLI)
hYp://www.linkedin.com/in/tomhood

3. hYp://www.slideshare.net/thoodcpa
And
on
our
blog
at
hYp://www.cpasuccess.com
Download
Today’s
Preso
on

5. ROA!

6. Tip
the
adop-on
curve
with
social
media
(the
MACPA
way!)
-­‐
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
California
Acct.
&
Bus.
Show
PSTECH
CCH
Listening
Event
Social
Media
Metrics:
Amplifica>on
MACPA
Innova-on
Summit

7. Virtual
Connec-ons
–
Real
People

8. Can
We
Bend
the
Adop-on
Curve?
Adoption of almost everything happens along a bell curve according to Geoffrey Moore.
Change and ideas are no different, the key is to tip the odds in your favor and pay attention to
the numbers of people in each level of your organization and within each group.
Inner Circle
Bought-in
Informed
Leaders
I support it
Pragmatists
I’ll wait & see
Skeptics
Prove it to me
No-Nos
I don’t like this

9. Finding
the
early
adopters…
On
the
Cover
of
a
Magazine?
• BCG
&
Company
–
blogs,
twiYer
• Naden/Lean
–
blogs,
twiYer
• James
Carroll
–
facebook,
twiYer
• Morris
&
D’Angelo

10. Use
Social
Media
to
turn
the
bullhorn
around

11. Three
authors
ReTweeted
this
blog
post
which
men-oned
their
books…
hYp://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html

12. Tipping
the
adop-on
curve?

13. MACPA s Journey
Tom
Bill
#1 Tom & #2 Bill – Jan 2013

14. 34
MACPA’s Social Media Map
145,714 views
80,568 views
450 members
4,966 followers
2,049 connections
571 connections
Top 50 Business Blogs - 2011
Top Accounting
Blogs – 2009, 2010, 2011,
2012

15. Five
Ways
to
Get
started…
1. Create
your
digital
footprint
(Linked-­‐In,
Facebook,
Google
+,
TwiYer,
blog)
2. Start
listening
(use
google
reader,
Flipboard,
Feedler
and
twiYer
to
start
listening)
3. Make
friends
(build
your
network
and
follow
on
twiYer)
4. Create
&
Share
(join
the
conversa-on
by
commen-ng,
Retwee-ng,
and
start
a
blog)
5. Recognize
&
Reciprocate
(always
recognize
and
aYribute
other’s
work)

16. Slideshare
–
blog
–
twiYer
Linked-­‐in
-­‐
Facebook
Social
Media
&
CPAs
-­‐
gekng
an
ROI
from
your
ROA!
hYp://cpa.tc/215
Social
Media
ROI
from
ROA
-­‐
AICPA
FVS
Conference
hYp://cpa.tc/1q6
Content
is
king
and
Context
is
the
Kingdom!

17. The
conversa-on
con-nues…
hYp://cpa.tc/214

18. Why
is
TwiDer
important?
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
1. Informa-on
2. Ci-zen
journalism
3. Customer
service
4. Communica-on
/
collabora-on

19. GeJng
started
Step
1:
Create
your
account
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

20. GeJng
started
Step
2:
Check
your
sekngs
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

21. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Be
a
power
follower!

22. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Check
out
TwiYer’s
own
sugges-ons
of
whom
to
follow
…
…
based
on
your
Twi0er
and
Internet
ac4vity.

23. TwiDer
basics
Create
some
lists
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

24. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Step
2:
Listening
What
are
your
followers
saying?

25. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Step
3:
Twee-ng
and
retwee-ng

26. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Step
4:
URL
shorteners
• Bit.ly
• Goo.gl
• Ow.ly
• TinyURL
• Su.pr
• Lnk.co
• T.co
–
TwiYer’s
built-­‐in
URL
shortener

27. Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute
TwiDer
basics
Step
5:
Direct
messages
They’re
like
Twi0er
e-­‐mail
–
one-­‐on-­‐one
conversa4ons
in
140
characters.

28. How to Crush a Conference
Using Twitter
Inspired
by
Dr.
Janet
Corral

29. Inspired
by
Dr.
Janet
Corral

30. Inspired
by
Dr.
Janet
Corral
Quote the
keynote
speaker!

31. Start with the Conference
Hashtag #MDSUMMIT13!

32. Check it out now
#MDSUMMIT13!

33. Follow the
(Thought)
leaders!
@ronaldbaker
@jenniferwarawa
@tmackintosh
@donnyitk
@byron_cpa
@jodypadarcpa
@FAFnorwalk
@gaperry
@tomhood
@reggiehenr

34. Follow the
Sponsors
& Press!@CPA2Biz
@SageNAmerica
@SageAccountants
@CCH_Whats_New
@Ziptr
@Byron_CPA
@Accoun-ngWeb
@CPAPractAdvisor
@Accoun-ngToday
@BBJonline
@smartceo
@mddailyrecord
@GoingConcern

35. Connect to our
Technology Providers!
@teamflybits
@conferencesio
@getgroupsystems
@macpa

36. Advanced
TwiDer
1. Third-­‐party
tools
• TweetDeck
• HootSuite
• Twhirl
• Mobile
apps
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

37. Advanced
TwiDer
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

39. Case
Study
–
MACPA
Beach
Retreat
The
next
three
slides
show
the
way
you
can
use
social
media
to
engage
a
broader
audience
and
create
a
resource
for
par-cipants.
1. Post
preso
on
www.slideshare.net
2. Embed
it
and
other
resources
and
links
in
your
blog
post
3. Tweet
it
out
and
use
the
@name
of
people
men-oned
4. Let
the
conversa-on
con-nue!

41. TwiYer
during
the
event,
slideshare
&
blog
post-­‐event

42. S-ll
not
convinced?
ROA
not
ROI
Top
#’s
for
last
2
weeks:
Reach
157,631
Impressions
133,151

43. • Cloud
• Mobile
• Social
• Value-­‐added
• Collabora-ve
• Big
data
What’s
Next?
Social
Business?
You
have
3
years
at
most!
hYp://www.ibm.com/blogs/zz/en/
hYp://cpa.tc/socialbiz

44. Innova-on
adop-on
=
Social
Networks
“The
degree
to
which
an
individual
in
a
social
network
is
connected
to
other
individuals
in
the
network
(actor
centrality)
has
been
shown
to
have
a
major
influence
on
that
individual’s
adop4on
of
business
innova4ons.”
–
Research
Report
by
Associa-on
of
American
Medical
Colleges

45. And
remember…
Tom’s
Top
two
rules
of
Social
Media:
Rule
#
1
–
It’s
not
about
you.
Rule
#2
–
Don’t
take
yourself
or
social
media
too
seriously
(Ben
Zander’s
Rule
#6)

46. Tom
Hood,
CPA.CITP
CEO
Maryland
Associa>on
of
CPAs
Business
Learning
Ins>tute
(443)
632-­‐2301
E-­‐mail
tom@macpa.org
Web
hDp://www.macpa.org
Blog
hDp://www.cpasuccess.com
Blog
hDp://www.bizlearningblog.com
Follow
me
on:
ü
TwiYer:
hYp://www.TwiYer.com/tomhood
ü
LinkedIn:
hYp://www.linkedin.com/in/tomhood
ü
Facebook:
hYp://www.facebook.com/thoodcpa
ü Plaxo:
hYp://tomhood.myplaxo.com
ü Slideshare:
hYp://www.slideshare.net/thoodcpa
ü Youtube:
hYp://www.youtube.com/thoodcpa
ü Second
Life
avatar
name:
Rocky
Maddaloni

47. If
you
need
help
BLI
program:
Social
Media
Strategy
&
Quick
Start:
Developing
and
Implemen-ng
a
Social
Media
Strategy
for
CPA
Firms
&
Organiza-ons
hYp://cpa.tc/8s
Let
Bill
Sheridan,
Na-onal
Thought
Leader
and
architect
of
MACPA’s
award-­‐
winning
social
media
strategy,
be
your
trusted
guide
to
help
you
jump
start
your
social
media
exper-se.
In
seven
tele-­‐coaching
sessions,
Bill
will
guide
you
through
crea-ng
a
social
strategy
and
hands-­‐on
coaching
to
get
you
up
and
running
fast!

48. Ten
things
to
know
about
Social
Media?
1. Thought
Leadership
(Jody
Padar
example)
2. Engagement
with
more
member/customers
and
shared
insights
(AICPA
Leadership
Academy)
3. Real
Time
Focus
group
4. Communica-on
and
connec-ng
your
organiza-on
(MarrioY
Story
&
MACPA
CFO
Conference)
5. MACPA
uses
of
social
media
6. The
Power
of
Blogging
7. Case
Studies
(Connec-ng
to
Thought
Leaders,
Connec-ng
to
Members
–
Books,
MACPA
Beach
Retreat
&
NE
CPE
Conference)
8. Top
Ten
(Social)
Learning
Technologies
9. Risk
Management
10. It
is
bigger
than
you
think
–
Social
Business

49. MACPA
Social
Media
Policy
hYp://cpa.tc/21c
• Based
on
social
media
best
prac-ces
• Tied
to
MACPA
Vision,
Purpose,
and
Strategy
• Includes
CPA
Code
of
Professional
Conduct

50. www.hootsuite.com

51. www.klout.com

52. Tom
Hood,
CPA.CITP
CEO
Maryland
Associa>on
of
CPAs
Business
Learning
Ins>tute
(443)
632-­‐2301
E-­‐mail
tom@macpa.org
Web
hDp://www.macpa.org
Blog
hDp://www.cpasuccess.com
Blog
hDp://www.bizlearningblog.com
Follow
me
on:
ü
TwiYer:
hYp://www.TwiYer.com/tomhood
ü
LinkedIn:
hYp://www.linkedin.com/in/tomhood
ü
Facebook:
hYp://www.facebook.com/thoodcpa
ü Slideshare:
hYp://www.slideshare.net/thoodcpa
ü Youtube:
hYp://www.youtube.com/thoodcpa
ü Second
Life
avatar
name:
Rocky
Maddaloni

53. Resources:
ü TwiYer:
twiYer.com
ü TweetDeck:
www.tweetdeck.com
ü Twhirl:
www.twhirl.org
ü HootSuite:
hootsuite.com
ü Seesmic:
seesmic.com
ü Tweetchat:
tweetchat.com
ü TwiYer
mobile:
twiYer.com/download
Videos:
ü “TwiYer
in
Plain
English,”
from
CommonCrax
bit.ly/eFtxnh
ü “How
To
use
TwiYer
for
Business
(Part
1
of
3:
'Listening'),”
from
AmazingVideoTours
bit.ly/g2xPgn
ü “How
To
use
TwiYer
for
Business
(Part
2
of
3:
Engaging'),”
from
AmazingVideoTours
bit.ly/f0l3G8
ü “How
To
use
TwiYer
for
Business
(Part
3
of
3:
Twee-ng'),”
from
AmazingVideoTours
bit.ly/hItoqb
Bill
Sheridan,
CAE
The
Business
Learning
Ins>tute

54. Recommended
Reading
• The
Corporate
Blogging
Book
by
Debbie
Weil
• Crush-­‐It
by
Gary
Vaynerchuk
• The
Whuffie
Factor
by
Tara
Hunt
• Here
Comes
Everybody
by
Clay
Shirky
• Social
Media
Strategies
for
Professionals
and
Their
Firms
by
Michelle
Golden