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Social Media For CPAs


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Social Media For CPAs

  1. 1. An Overview of Social Media Presentation for AICPA Kevin Poor September 23, 2009
  2. 2. Social Media Marketing – Monumental Market Change <ul><li>Traditional audience connection (internal, external) has changed dramatically and continues to evolve </li></ul><ul><li>A by-product is that control – over brand, over message, over response, over ownership – is being ceded, like it or not </li></ul>
  3. 3. Expectations and New Channels <ul><li>Everyone wants a say </li></ul><ul><li>Real-time response and communications is standard </li></ul><ul><li>Feedback – critical and otherwise – is the norm, and can be difficult/impossible to mitigate </li></ul><ul><li>Monitoring and insight becomes paramount </li></ul>
  4. 4. Old Model
  5. 5. New Model
  6. 6. Why Should CPAs Care? “ CPAs should care about social media for two important reasons, One, it significantly increases the ability to connect to more people, manage relationships and deal with the ever-increasing volume of information in our lives and, two, it can be a terrific tool for recruitment and retention of the millennial generation.” Tom Hood Chief Executive of the Maryland Association of CPAs
  7. 7. Twitter
  8. 8. Linkedin <ul><li>LinkedIn has over 40 million members in over 200 countries and territories around the world. </li></ul><ul><li>A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members. </li></ul>
  9. 9. Linkedin
  10. 10. Key Players <ul><li>Launched February 4 th , 2004 </li></ul><ul><li>As of November 2008, it claims to host more than 3 billion images </li></ul>
  11. 11. Key Players
  12. 12. How to get involved <ul><li>Listen </li></ul><ul><ul><li>understand where the conversation is happening around your brand </li></ul></ul><ul><li>Set goals/strategy </li></ul><ul><ul><li>Decide the role that SM can and should play to achieve overall business objectives </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Decide how and where to jump into the game </li></ul></ul><ul><li>Measure Progress </li></ul>
  14. 14. Paid monitoring tools RADIAN 6 CRIMSON HEXAGON TECHRIGY SCOUT LABS
  15. 15. Case Studies Real-World Applications for Varied Audiences
  16. 16. CPI Corp. <ul><li>Online Reputation Monitoring and Analysis </li></ul>
  17. 17. Social media program development <ul><li>Develop program based on findings from listen-and-learn phase </li></ul><ul><li>Determine where efforts make most sense </li></ul><ul><li>Find the right outlets for that outreach </li></ul>DETERMINE TOOLS DETERMINE OUTLETS
  18. 18. Sales generation & CRM COMMUNITY SITE
  19. 19. Dell <ul><li>Community building </li></ul>
  20. 20. Deloitte <ul><li>Connecting to Your People </li></ul>
  21. 21. Questions, Comments, What Are You Doing (or Thinking About Doing)? <ul><li>Staying current of changes is essential </li></ul><ul><li>Figure out right fit for the right situation, right organization </li></ul><ul><li>Adjust traditional marketing ROI components for impact in new mediums </li></ul>
  22. 22. Resources <ul><li>Blogs update </li></ul><ul><li>Altitude Branding - </li></ul><ul><li>Global Neighbourhoods - </li></ul><ul><li>Convince and Convert - </li></ul><ul><li>Shannon Paul’s Very Official Blog - </li></ul><ul><li>Chris Brogan - </li></ul><ul><li>The BrandBuilder Blog - </li></ul><ul><li>Smart Blogs - </li></ul><ul><li>Books </li></ul><ul><li>Groundswell Charlene Li & Josh Bernoff </li></ul><ul><li>The New Rules of Marketing & PR </li></ul><ul><li>David Meerman Scott </li></ul><ul><li>Naked Conversations Robert Scoble & Shel Israel </li></ul><ul><li>Social Media Trevor Cook & Lee Hopkins </li></ul><ul><li>Call to Action Jeffery & Bryan Eisenberg </li></ul><ul><li>Buzz Marketing & Blogs for Dummies Susannah Gardner </li></ul><ul><li>The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger </li></ul><ul><li>The Long Tail Chris Anderson </li></ul><ul><li>Small is the New Big Seth Godin </li></ul>
  23. 23. Questions? Kevin Poor Vice President, Dix & Eaton 216.241.4610 [email_address]