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Social Media Lessons from
the Accounting Industry
Eric Majchrzak
Chief Marketing Officer
BeachFleischman PC
9 ½ Years 1 year
10 Lessons Learned
1. Develop principles, framework of approach and marketing
philosophy
2. Adopt a Blue Ocean Strategy or...
Buffalo State College „87-‟91
Accounting
Beer
Radio
Over 100 concerts and 200 Remote Broadcasts
Beer + Music =
1999-2002
1999
Keeping up w/SEO
2003-present
Buffalo, NY
2003-2012
Old website ‟03
• Brochure website
• All About the Firm
• No Issues
• No Solutions
• No content
• No calls-to-action
• No ...
“People don‟t use Google to find
a professional services firm”
Comprehensive SEO/SEM Strategy
Get found for searches conducted regarding:
• Services
• Industry Expertise
• Hot-button is...
Volunteer Editor - DMOZ
Early Social Media
• Looking for “High Value” backlinks
Google Groups
Wikipedia Technical Articles
2006
“Rookie Marketer of the Year”
Integrated Marketing
Conversion Strategies
• High value content
• Visitor-centric
• Tools
• Events
• Webinars
• Survey results
• White papers
• Checklists
• Articles...
10-15 campaigns
per year
2008-2012
“Seat Belt” Years
Committee Chair
Proposed Strategic Plan for Social Media
Google Alerts to
Facebook 2008
2008: LinkedIn
Monitoring for leads on LinkedIn
Subscribe to LinkedIn Q&A
Twitter 2009
Monitoring for leads on Twitter
42
Outdoor Digital Twitter Billboard
Takes Real-Time Feed From Twitter
Digital Billboard Takes Real-Time Feed From Twitter
2009: Elected to Board of Directors
Branding Task Force
Chris Brogan Jeffrey Hayzlett
2009
2010: Mobile and QR Codes
Book Reviews/Case Studies
2010: Real-Time Digital Facebook Billboards
2010: YouTube
2010: Named Faculty
Member/Instructor
Practitioners Symposium and TECH+ Conference
2011
Verified
Sponsored Presidential
Primary Debates
In 6 Months: Twitter Followers
Twitter Case Study
Beta Tester
• Google Plus
• Twitter
• FacebookDeveloper‟sTimeline
• Over half dozen other platforms
2010: Marketing Automation
Buy Cycle
Marketing
AWARENESS
INTEREST
DESIRE
ACTION
Align Digital Strategy with Buying Cycle
SCREENING
(Awareness)
EVALUATION
(Interest)
PREFERENCE
(Desire)
PROCUREMENT
(Acti...
• Qualifying activities
• Governance Changes
• Process Changes
• Technology Changes
• Operational Changes
• Legislation, C...
Digital media strategy
Gather Intel
Goals and
Objectives
Tactics
Choosing
Platform
Architecture
Engage
Measure
Marketing Department Structure
Marketing Committee
MARKETING COMMITTEE
CHAIR
Eric Majchrzak
MARKETING DIRECTOR
(Overall Ma...
Rebrand
Branded Social Pages
90
Over 20 National and Local Awards
Begin
Search
Engine
Optimization
New
Website
Launched
Intro to
Social Media
Wikipedia,
Blogs,
Google
Groups
2003 2004 2005...
2012: Buffalo to Arizona
Brand Strategy
Strategic Planning
Institutional Marketing
Business Development
Marketing Infrastructure
Content Marketing ...
Contact Info
• Eric Majchrzak, Chief Marketing Officer
• BeachFleischman PC
• 1985 E. River Road, Suite 201, Tucson, AZ 85...
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
Social media lessons from the accounting industry by Eric Majchrzak
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Social media lessons from the accounting industry by Eric Majchrzak

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Eric tells the story of how he brought in over $6 million dollars in business to his accounting firm as marketing director. As a result he made the top 100 list of most influential people in America twice.

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Social media lessons from the accounting industry by Eric Majchrzak

  1. 1. Social Media Lessons from the Accounting Industry Eric Majchrzak Chief Marketing Officer BeachFleischman PC
  2. 2. 9 ½ Years 1 year
  3. 3. 10 Lessons Learned 1. Develop principles, framework of approach and marketing philosophy 2. Adopt a Blue Ocean Strategy or create your own space. 3. Focus on the brand values/attributes- digital vs “in person” 4. Make the intangible, tangible 5. Align marketing efforts with buy-cycle 6. Dominate online search 7. Leads and new business = Currency 8. It‟s OK to Fail – It‟s tough to be good at something never tried 9. Become a student of marketing 10. Surround yourself with people smarter than you
  4. 4. Buffalo State College „87-‟91
  5. 5. Accounting
  6. 6. Beer
  7. 7. Radio
  8. 8. Over 100 concerts and 200 Remote Broadcasts
  9. 9. Beer + Music =
  10. 10. 1999-2002
  11. 11. 1999
  12. 12. Keeping up w/SEO
  13. 13. 2003-present
  14. 14. Buffalo, NY 2003-2012
  15. 15. Old website ‟03 • Brochure website • All About the Firm • No Issues • No Solutions • No content • No calls-to-action • No value • No conversions • No results
  16. 16. “People don‟t use Google to find a professional services firm”
  17. 17. Comprehensive SEO/SEM Strategy Get found for searches conducted regarding: • Services • Industry Expertise • Hot-button issues • Geography First page of results on Yahoo, Google, etc. Create geographic dominance where necessary National dominance where possible Massive effort to build out content
  18. 18. Volunteer Editor - DMOZ
  19. 19. Early Social Media • Looking for “High Value” backlinks
  20. 20. Google Groups
  21. 21. Wikipedia Technical Articles
  22. 22. 2006 “Rookie Marketer of the Year”
  23. 23. Integrated Marketing
  24. 24. Conversion Strategies
  25. 25. • High value content • Visitor-centric • Tools • Events • Webinars • Survey results • White papers • Checklists • Articles • Live Chat
  26. 26. 10-15 campaigns per year
  27. 27. 2008-2012 “Seat Belt” Years
  28. 28. Committee Chair Proposed Strategic Plan for Social Media
  29. 29. Google Alerts to
  30. 30. Facebook 2008
  31. 31. 2008: LinkedIn Monitoring for leads on LinkedIn
  32. 32. Subscribe to LinkedIn Q&A
  33. 33. Twitter 2009
  34. 34. Monitoring for leads on Twitter 42
  35. 35. Outdoor Digital Twitter Billboard Takes Real-Time Feed From Twitter Digital Billboard Takes Real-Time Feed From Twitter
  36. 36. 2009: Elected to Board of Directors Branding Task Force
  37. 37. Chris Brogan Jeffrey Hayzlett 2009
  38. 38. 2010: Mobile and QR Codes
  39. 39. Book Reviews/Case Studies
  40. 40. 2010: Real-Time Digital Facebook Billboards
  41. 41. 2010: YouTube
  42. 42. 2010: Named Faculty Member/Instructor Practitioners Symposium and TECH+ Conference
  43. 43. 2011
  44. 44. Verified
  45. 45. Sponsored Presidential Primary Debates
  46. 46. In 6 Months: Twitter Followers
  47. 47. Twitter Case Study
  48. 48. Beta Tester • Google Plus • Twitter • FacebookDeveloper‟sTimeline • Over half dozen other platforms
  49. 49. 2010: Marketing Automation
  50. 50. Buy Cycle Marketing AWARENESS INTEREST DESIRE ACTION
  51. 51. Align Digital Strategy with Buying Cycle SCREENING (Awareness) EVALUATION (Interest) PREFERENCE (Desire) PROCUREMENT (Action) Buying Cycle Content Messaging Mass awareness Landing Pages Drip Marketing “Sales-ready” One-on-one Conversion Tactics
  52. 52. • Qualifying activities • Governance Changes • Process Changes • Technology Changes • Operational Changes • Legislation, Compliance and Regulatory Matters • Changes at CEO/CFO • Board, Audit Committee Changes • M&A/Spin-offs • Restructuring • Restatements • IT security problems • Fraud • Patents • Construction • Doing business Globally • Expansion • Outsourcing/CoSourcing • Bankruptcy • IRS Audit Understanding “Change Events” and “Triggers” and what services they relate to
  53. 53. Digital media strategy Gather Intel Goals and Objectives Tactics Choosing Platform Architecture Engage Measure
  54. 54. Marketing Department Structure Marketing Committee MARKETING COMMITTEE CHAIR Eric Majchrzak MARKETING DIRECTOR (Overall Marketing Planning, Niche Marketing) PROPOSAL WRITER EVENT COORDINATOR GRAPHIC DESIGNER eMARKETING& COMMUNICATIONS
  55. 55. Rebrand
  56. 56. Branded Social Pages 90
  57. 57. Over 20 National and Local Awards
  58. 58. Begin Search Engine Optimization New Website Launched Intro to Social Media Wikipedia, Blogs, Google Groups 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Content Marketing $75K $140K $300K $528K $635K $800K Content build-out Facebook $900K Twitter Billboard $1 Million Hubspot Youtube Facebook Billboard $1 Million $1.3 Million Twitter Beta
  59. 59. 2012: Buffalo to Arizona
  60. 60. Brand Strategy Strategic Planning Institutional Marketing Business Development Marketing Infrastructure Content Marketing – Lead Nurturing
  61. 61. Contact Info • Eric Majchrzak, Chief Marketing Officer • BeachFleischman PC • 1985 E. River Road, Suite 201, Tucson, AZ 85718 • (520) 618-7935 phone • emajchrzak@beachfleischman.com • linkedin.com/in/ericmajchrzak • @BeachFleischman

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