1110 cpa bayside

Social Media:
Security risk or ??

www.melkettle.com.au @melkettle
Thursday, 27 October 2011

www.slideshare.net/melkettle


Doing what you have
always done will no
longer get you what you
have always got


“By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”

Seth Godin, 2009


Socialnomics 2011


Social media use
In Australia:
• Facebook - 10.6m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000

June 2011, UAV, www.socialmedianews.com.au


In Australia
• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on
facebook
• 77% watched video content in Oct 2010 - 26% on
mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12%
on 2009
http://digitalmarketinglab.com.au


Not only for kids...


Brand facts

• Facebook: 40% follow a brand. 51% of these
will purchase brand
• Twitter: 25% follow a brand, 67% will purchase


Changing perceptions


What does this mean
for you?


Social networks used by Small Business

Twitter 78%
Facebook 75%
LinkedIn 30%
Tumblr 11%
Flickr 13%
Wordpress 22%
Blogger 10%

0% 20% 40% 60% 80%
Source: www.prdaily.com


From a CPA perspective
• Education- tax, super, etc
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY

Networking by ﬁnance professionals
• 45% written communications (emails, letters)
• 28% primarily network face-to-face
• 15% via social media.
• 46% use social sites to network with both personal
and business contacts
• 25% approached about a career opportunity via
social networking (68% LinkedIn)
• 42% research a company’s social media as part of
company research

Financial services and social media
• 72% have a social media account
• 88% facebook
• 58% LinkedIn
• 24% twitter
• 20% YouTube
• 6% blog
• Mostly facebook to connect with family/friends
• LinkedIn preferred for recruitment
Source: www.mergisgroup.com


Source: www.mergisgroup.com


Case study: @FletcherTax
Accountant specialising in tax compliance for
micro and small business
• Passion for business owners to take control of their finances
• Increased traffic to website/blog = new prospects and clients
• 20% of leads via twitter
• Keep up to date with latest industry news
• Make connections with complimentary advisors
• Australia wide PR opportunities
• No specific time allocated - 20 minutes 2 x a day, when on
hold to the ATO
• Tax is a dry subject - mix it with practical tips
• People connect with people - great introduction/filter for
prospects
• Facebook and LinkedIn are less used - prefers twitter


Security and risk


External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t
let them get it!


Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones


Mitigation...
• Strong network security including anti-
virus, anti-spyware, anti-spam, ﬁrewall,
• Choose unique logins and passwords
• Keep your browser up to date
• Dodgy sounding emails


More mitigation...
• Have a clear social media policy in place
• Conﬁdentiality agreements
• Training and education
• Acceptable and proper behaviour
• Make sure ALL staff know
• Monitor staff use of social media


Social media policy
• Link to Code of conduct, IT, business policies

• Provides structure

• Outlines what can and can’t be done online

• Who represents your company?

• Empowers employees but sets limits

• Crisis management


Consider...
• Boundaries
• Transparency
• Conﬁdentiality
• Financials
• Consequences
• Work use


A few tips
• Have a social media policy
• Think before you post
• Don’t click on short links eg ow.ly/i/jUvU
• Beware of messages from people you don’t
know - especially DM with twitter
• Be careful of geolocation apps such as
Foursquare


Privacy - facebook


Privacy - LinkedIn


Privacy - twitter


Risk of
NOT
using
social
media


You can buy attention (advertising).

You can beg for attention from the media (PR).

You can bug people one at a time to get attention (sales).

Or you can earn attention by creating something
interesting and valuable and then publishing it
online for free.

David Meerman Scott
Marketing legend


Old communication was one-way


Now communication is two-way
And conversations are with many


Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.


Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content


Social media is a
fundamental shift in
how we do business


4 P’s of Marketing


4 C’s of marketing
and social media...

1. Customers
2. Content
3. Channel
4. Community


Customers

• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them


Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...


Channel
• Which social media channel is right for you?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations


Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information


Monitoring
http://www.google.com/alerts


• Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not


How do I create a
social media
strategy ?


Social media does not
stand alone


Integrate it into ALL
your marketing


Promote yourself


Measure what you do
• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other
business beneﬁts
• Increased word of mouth

What’s next???


Thank you.

@melkettle
www.melkettle.com.au

1110 cpa bayside

Recommended

Recommended

More Related Content

Similar to 1110 cpa bayside

Similar to 1110 cpa bayside (20)

More from Mel Kettle

More from Mel Kettle (11)

Recently uploaded

Recently uploaded (20)

1110 cpa bayside