Accountex 2013 keynote presentation, my firmsapp and insight marketing


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Mobile, Blogs, Apps and the future of the profession for connected accountants

In this fast paced keynote we will lift the lid on the very latest technological changes within the profession. You'll hear about the challenges and opportunities these present and how innovative, proactive accountants are already responding to save time and money - and are significantly increasing efficiency.You will also discover how mobile technology and Apps are changing the way firms interact with clients and prospects. And how connected accountants can deliver increased responsiveness.

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Accountex 2013 keynote presentation, my firmsapp and insight marketing

  1. 1. 1WelcomeMobile, Blogs, Apps, andthe future of the professionfor connected ǀ ǀ www.insight-marketing.comKey note with David Oliverstarts at 11.00
  2. 2. 2Who am I?David Oliver2
  3. 3. 3Supporters | Promoters | ǀ ǀ
  4. 4. 4Chat to us atstand A536 & 7...Come and join us atstand A536 to Appsand Mobile sites live.Plus our expert teamare on hand to answerany questions, queriesyou might have.4
  5. 5. ǀ ǀ
  6. 6. 6A balanced ǀ ǀ
  7. 7. 7The New Mobile ǀ ǀ
  8. 8. 8Effective ǀ ǀ
  9. 9. 9Global Transformation“How can we gain newcompetitive advantages by usingmobility to transform ourbusiness processes?” ǀ ǀ
  10. 10. 10The Connected Accountant“Using mobile technology enables accountants tomeet the demands of an increasingly connected,always on, faster moving and far more competitivemarketplace.” ǀ ǀ
  11. 11. 11Industry leaders affirming the message“Marketing your firm is all about connecting,not selling but connection.”Paul Dunn | ǀ ǀ
  12. 12. 12The walls have gone! ǀ ǀ
  13. 13. 1324/7 connection to clients24Seven• Tech savvy and cool technology helps attract new clientsand retain employed talent.• Accessing real-time information allows you to service clientsfaster and more efficiently.• Make better use of your time.• More efficient with time in the office.
  14. 14. 1424/7 connection to clients• Your website made mobile enabled.• Your own Apple and Google approved app.• 24/7 access to key documents.• Save hours in time.• Differentiate yourself.• Lock clients in.24Seven
  15. 15. 15UK Smartphone & Tablet usageOver 60% of the UK population now own a smartphone& nearly a fifth own a tablet device.21% ǀ ǀ
  16. 16. 16Other ǀ ǀ www.insight-marketing.comTablet sales are set to increaseby almost 70% to 197 million units in 201370%
  17. 17. 17Other StatisticsYou won’t believe it!The height of 327 Empire StateBuildings=Number of Android phonessold per day when ǀ ǀ
  18. 18. 18Other ǀ ǀ www.insight-marketing.comYou won’t believe it!378,000 iPhones sold per day371,000 babies born per day
  19. 19. 19The Growth of Mobile95% of allaccountant’s websitesare not ǀ ǀ www.insight-marketing.comBy end 2013, mobile internet will take over desktop usage.
  20. 20. 20Accounting Practiceasked if mobile enabledwebsites and apps are the future?What do you think my answer was?
  21. 21. 2150% of local searches are from mobileenabled ǀ ǀ
  22. 22. 22How do we use our phones?64%Access theinternet daily62%Send &receive emails56%For socialmediasites53%Search enginequeries21%Video ǀ ǀ
  23. 23. 23What do mobile users want?74%Get directionsor businesshours64%Contact thecompany61%Find productinformation50%Make apurchase ororder a serviceA recent survey by Google found that ǀ ǀ
  24. 24. 24Your website made mobileDiscover a powerful solution to help your firm engage with mobile ǀ ǀ www.insight-marketing.comFriendly = More likely tobuy“A mobile friendly site makes me morelikely to buy a product or use a service.”61%Unfriendly = More likely to leave“If I don’t see what I’m looking for rightaway on a mobile site, I’ll quickly move toanother site.”
  25. 25. 25Disadvantages of non mobile enabled ǀ ǀ www.insight-marketing.comXSlow or very slow to loadContent unreadableNo click to callDifficult or impossible to navigateDirections, contact information hard to findMost forms won’t work, which equals no enquiriesFlash and other content may not be displayedForced to zoom, pinch or scroll many times= unusable for mobile viewers
  26. 26. 26Example non-mobile vs ǀ ǀ
  27. 27. 27Your website mobile ǀ ǀ✓ Automatic redirection to a display that works on that device✓ Rapid load times✓ Directions, contact information immediately available✓ Key content instantly available✓ Minimal scroll, pinch and zooming✓ Simple and clear navigation✓ Click to call✓ Mobile forms✓ Auto update with current site
  28. 28. 28Responsive Vs ǀ ǀ www.insight-marketing.comResponsiveAdjusts website to fit any screen.Displaying reduced or expanded content.Requires a complete re-build.Is expensive and time consuming.AdaptiveIdentifies mobile users automatically.Provides mobile visitors with key info.Will work on your existing site.Is low cost and effective.
  29. 29. ǀ ǀ www.insight-marketing.comAdaptive Design
  30. 30. 30Key content at a tap of the ǀ ǀ
  31. 31. 31Summary of ‘Why mobile enabled?’• Reach out to a growing number of mobile users (60% clientsand prospects)• Engage with current customers in a modern & effective way• Convert more web visitors into customers• Stay ahead of the competition• Retain clients more win more clientsALL AT LOW LOW COSTBusiness has a siteThen makes it mobileROI
  32. 32. 32What about Apps?More than half of the people you do business with areusing Apps as part of their daily lives.Over half...of businesses are making line-of-business Apps accessible frommobile devices830m enterprise...smartphone and tablet appusers by 2012.93%...of Fortune 500 are deploying ortesting the iPhone.Half of email users...reply on a browser, tablet ormobile client, instead of adesktop computer81 the average time peoplespend using Apps a day.66% of people...use their favourite app atleast once per day.
  33. 33. 33App or Mobile enabled website?• Both are critical• Do different things• Low cost, high return• Easy and hassle free to obtain• Massive benefits
  34. 34. 34Apps for Accountantsfaster.farther.cheaper.better.An App does a different job
  35. 35. 35App Vs Mobile features• Your firm’s unique design• Powerful calculators• Great Tax tables & Key dates• Blog integration• Arrange to meet• Mileage tracker• Photo receipt expense tool• Push notifications
  36. 36. 366 App providers to accountants...
  37. 37. 37Biggest hurdle is was price...The most powerful Appavailable at the very best price!XFrom just £599+VATHow many clients would you need to winto get a return on this small investment?X
  38. 38. 38Supporters | Promoters | ǀ ǀ
  39. 39. 39Ops efficiency & time saving
  40. 40. 40Stand out from the crowdDifferentiate yourself
  41. 41. 41Stand out from the crowdDifferentiate yourselfMake the intangible tangible
  42. 42. 42Learn from the innovators
  43. 43. 43Control your content
  44. 44. 44Efficient communicationIntegrated Blog or I-Blog
  45. 45. 45Blog updating everything for you45
  46. 46. 46
  47. 47. 47Communicate to all your App users inseconds with ‘Push Notifications’
  48. 48. 48Receipt Management
  49. 49. 49Save hours
  50. 50. 50Learn from the innovatorsThat’s not to say I was disappointed; after all there’s a limit to how sexy a calculator or a fact sheet canbe. Personally, I didn’t actually think or believe clients would download it, let alone use it. Like I say thatwas not my goal for the App, as it was specifically to help differentiate us.I underestimated the desire for our clients to interact, communicate and get content via theirsmartphones. Best of all it doesn’t require any of my time to manage it..........
  51. 51. 51Increase web visitors and gain ǀ ǀ✓ Tayabali Tomlin gained 5% increase inweb visitors in just two weeks via theirApp alone.✓ This became a further 5% when theyused their I-Blog.✓ Most of their best clients downloadedthe App, which means that they areinfluencing the right people, in theright way at the right time.
  52. 52. 52Increase web visitors and gain ǀ ǀ✓ Immediate free PR✓ Helped get to the right kind of new client✓ Conversation with recipients warm andeasy... prospects wanted the app✓ Differentiation - Immediately positionedTT as innovative & different✓ Intangible differentiation was madetangible✓ Easy to give and not ‘salesy’
  53. 53. 53The ‘discovery’ we made withAccounting Practice ICAS Tayabli& many others
  54. 54. 54Chat to us atstand A536...Come and join us atstand A536 to Appsand Mobile sites live.Plus our expert teamare on hand to answerany questions, queriesyou might have.54
  55. 55. 55What just two of your colleagues thought...We are delighted with our App, which was designed by theteam at MyFirmsApp. The process was simple and the costextremely competitive. It gives us great content in two sections- first the tax tables and really helpful calculators, and secondthe content we can update ourselves, which helps us keepclients and potential clients updated with news and events atAlexander & Co and the different ways we have helped clients.It’s a fantastic marketing tool with links to our blog, website andsocial media.Richard Alexander | Alexander and CoWe have had a successful website for years, but working withInsight has significantly improved our enquiry rate - and wethought that it was good before!Ian Marlow “ HfM Tax & Accounts
  56. 56. 56Get In Toucht 0800 80 30
  57. 57. 57Thank you : )Insight ǀ ǀ
  58. 58. 58Here is what the chairman of the ICPAsaid“Just to let you know I asked twoaccountants yesterday to check out theproduct, one was 22 and the other 25,both thought the product was great andvery intuitive, which proves my theoryexactly that this is the future and olddinosaurs like myself need to wake up tothis.” ǀ ǀ www.insight-marketing.comTony Margartielli | Chairman | ICPA