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Social media for accountants why bother - mark lee

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Cloud Accounting for the 21st Century, 22nd September 2011 at Mimecast, organized by CloudAdvocates.com. The seminar was intended to cut through the jargon to dispel and debunk some of the myths that distort decisions on the benefits of the Cloud. It coveedr advantages, perceived disadvantages, benefits, practicalities and last but in no way least, costs and commitments. Speakers included well known blogger/analysts Dennis Howlett and Phil Wainewright, tax specialist Mark Lee, cloud specialist David Terrar and blogging accountants Richard Messik and Philip Woodgate. Here are the various presentations.

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Social media for accountants why bother - mark lee

  1. 1. Social (and other online) Media for Accountants Why Bother? Mark Lee FCA CTA (Fellow) MMC Chairman of the TaxAdviceNetwork 07769 692890 0845 003 8780
  2. 2. <ul><li>It’s not about ME, it’s about YOU </li></ul>
  3. 3. Group leader (5) incl: Accountants – UK
  4. 4. I've got lots of business from Twitter.  Initially I did have to put in a lot of work (if chatting b0ll0x counts as work) with little financial reward, but now businesses fairly regularly get pointed my way on Twitter, due partly to my niche of being an accountant who specialises in FreeAgent clients.  it's probably >6 months since I tweeted a link to my site, or tried to sell. An accountant
  5. 5. When others say it works…. <ul><li>Success </li></ul><ul><ul><li>What does it look like for them? </li></ul></ul><ul><li>Clarity </li></ul><ul><ul><li>Of their service proposition and target audience </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>New high fee paying clients or something else? </li></ul></ul><ul><li>Profile </li></ul><ul><ul><li>How impressive/distinct is it? </li></ul></ul><ul><li>Engaging </li></ul><ul><ul><li>Business vs personal vs interests </li></ul></ul><ul><ul><li>Does their website have effective calls to action? </li></ul></ul>
  6. 6. When others say it works…. <ul><li>S uccess </li></ul><ul><ul><li>What does it look like for them? </li></ul></ul><ul><li>C larity </li></ul><ul><ul><li>Of their service proposition and target audience </li></ul></ul><ul><li>O bjectives </li></ul><ul><ul><li>New high fee paying clients or something else? </li></ul></ul><ul><li>P rofile </li></ul><ul><ul><li>How impressive/distinct is it? </li></ul></ul><ul><li>E ngaging </li></ul><ul><ul><li>Business vs personal vs interests </li></ul></ul><ul><ul><li>Does their website have effective calls to action? </li></ul></ul>
  7. 7. Newish into practice New small businesses B2C suppliers Consumers
  8. 8. Social Vs Anti- social
  9. 9. At best - ignored
  10. 10. Profiles Professional 1 –Personal 2 - Business Personal OR business Personal AND business ‘ Status’ updates As you choose Copied to ‘friends’ 140 character limit Combination Quick ROI Possible Unlikely Almost impossible Unlikely Typical activity Varies Daily Twice daily Varies Key focus Business to business Friendship and fun Your choice Small biz and solopreneurs Groups Sectors, recruiters (max 50) Fans/friends n/a As many as you like Q&A Sophisticated Across friends’ walls Only through updates In groups and blogs Blogging Imports 3 rd party apps Imports 3 rd party apps 140 character limit Yes Business benefits YES Maybe Could be Sometimes
  11. 11. LinkedIn – choose your settings Mark Lee Add Connections - Settings
  12. 14. If passive Can be found Can be contacted Waste of time Google SEO benefit only Community spirit Rare Wall, Fan pages, apps If active and many followers If active in blogs/groups People…. Use Linkedin Play on facebook Tweet on twitter Belong to ecademy Online/offline Online Online Online Both Typical contributions Marketing. CVs and groups Chatting Commentary and questions Helping, supporting Interaction Q&A, Direct messages Walls, Direct messages Replies, ReTweets (RTs) Blogs, groups, meetings, direct messages Potential reach W/wide with US emphasis Worldwide W/wide with US emphasis W/wide with UK emphasis Possible focus FIND biz contacts/staff MANAGE friends CHAT BUILD business Level of interest Professional Everywhere Widespread with media hype Less than it should be
  13. 15. Realistic objectives <ul><li>Build profile, reputation, contacts </li></ul><ul><ul><li>You as a person/expert </li></ul></ul><ul><ul><li>Your business brand (but I’m doubtful) </li></ul></ul><ul><li>LOCAL awareness only if LOCAL focus </li></ul><ul><ul><li>As distinct from unfocused activity </li></ul></ul><ul><ul><li>Most prospects are LOCAL </li></ul></ul><ul><ul><ul><li>(Regardless of your ability to work anywhere) </li></ul></ul></ul><ul><li>Increase traffic to your website </li></ul><ul><ul><li>You need to be clear what you want them to do there </li></ul></ul><ul><li>New sources of information and advice </li></ul>
  14. 16. OR
  15. 17. x = What he could stop doing y = What he could do with SM z = The impact of SM activity q = The impact of other activity Social media is NOT free ( -x) + y = z > q
  16. 18. X What can he STOP doing? ( -x) + y = z > q
  17. 19. Y What will he starting doing? Blogging ( -x) + y = z > q
  18. 20. Z The impact of the SM activity ( -x) + y = z > q
  19. 21. q The impact of other activity ( -x) + y = z > q
  20. 24. You have been found guilty of wasting time on social media
  21. 26. Dip in and out of the river
  22. 27. BookMarkLee.co.uk/twitter <ul><li>Twitter is not for accountants </li></ul><ul><li>A twitter case study and intro for professional advisers </li></ul><ul><li>The biggest misconception about twitter </li></ul><ul><li>Getting started on twitter </li></ul><ul><ul><li>for accountant type twitter virgins </li></ul></ul><ul><li>Twenty top tips for using twitter </li></ul><ul><ul><li>Key Do’s and Don’ts especially for accountants </li></ul></ul><ul><li>BookMarkLee.co.uk/blog – online networking </li></ul>
  23. 28. Social Networking is NOT a quick form of Marketing
  24. 29. Set your strategy….. …. and have fun
  25. 30. Social (and other online) Media for Accountants Why Bother? Mark Lee FCA CTA (Fellow) MMC Chairman of the TaxAdviceNetwork 07769 692890 0845 003 8780
  26. 31. Contact details <ul><li>Mark Lee FCA, CTA (Fellow) </li></ul><ul><li>M: 07769 692890 </li></ul><ul><li>T: 0845 003 8780 </li></ul><ul><li>E: M [email_address] </li></ul><ul><li>www.BookMarkLee.co.uk </li></ul><ul><ul><li>Further info re Mark’s talks </li></ul></ul><ul><ul><li>Social Media – without the hype! </li></ul></ul><ul><ul><li>Mark’s blog for ambitious professionals </li></ul></ul><ul><li>www.TaxAdviceNetwork.co.uk </li></ul><ul><ul><li>Connecting you with independent specialist tax advisers </li></ul></ul><ul><ul><li>Register for complimentary copies of weekly tax tips written specifically for accountants in general practice </li></ul></ul>

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