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Leveraging Social Media to
Develop Your Company‟s Brand
Brought to you by the AICPA Young CPA Network
April 25, 2012
Brian Swanson, MBA
14 Years in Accounting Marketing
MBA in Finance & Accounting
Marketing Experience at Big 4 &
Regional C...
Agenda
Social Media & Branding
Taking Your Brand Digital
Developing a Social Media Plan
Major Social Media Platforms
Measu...
Taking Your Brand Digital
What Is Social Media Marketing?
Attracting Interest
Engaging Stakeholders
Sharing Traffic
Genera...
Social Media & Branding - Benefits
How Social Media Can Help You!
Build Meaningful Relationships
Brand Awareness
Client Lo...
Social Media & Branding – The Facts
Why is Social Media Important?
6
Source: http://aytm.com/blog/research-junction/brandi...
Social Media & Branding – The Facts
7
Source: http://aytm.com/blog/research-junction/branding-and-how-it-works-in-the-soci...
8
What Happens Next?
A Social Media Plans Is Necessary To Guide Efforts!
Developing A Social Media Plan
Key Components Include:
Goals – What Do You Want to Accomplish?
Engagement – Content Strate...
Developing A Social Media Plan
Define Your Goals – Determine Direction
10
Branding
Reputation Management
Employee Engageme...
Developing A Social Media Plan
Establish A Content Strategy
11
Voice – Everything Posted Should Sound Like Your
Brand - (C...
Developing A Social Media Plan
Importance of Authenticity:
12
Not Authentic - “Tax season is approaching! Refer a
friend f...
Developing A Social Media Plan
ALWAYS AVOID (BLATANT) SELF PROMOTION
13
Social Media Examples - Effective
14
Social Media Examples - Effective
15
Social Media Examples – Ineffective
16
Social Media Examples – Ineffective
17
Developing A Social Media Plan
Define Your Time Investment
18
Stay Focused on Your Goals
Define Your Daily S.M. Tasks
Limi...
Developing A Social Media Plan
Identify Who Will Execute The Plan
19
Marketing?
Professional
Staff?IT?
Partners?
Human
Res...
Developing A Social Media Plan
How Are People to Be Engaged?
20
Don‟t Speak Through Canned Messages (Be
Authentic)
Offer S...
Developing A Social Media Plan
21
22
Wait Not So Fast!
Social Media Platforms
23
Social Media Platforms
#1 Visited Site Worldwide
200 Million Users
Wide Acceptance
Broad Demographics
Page Oriented – Acti...
Social Media Platforms
50 Million Tweets per Day
300 Million Users
1.6B Searches per Day
“Basic” Version of Facebook
News ...
Social Media Platforms
Professional Social Media
150 Million Members
200 Million Companies
4.2B Searches -2011
Page Orient...
Social Media Platforms
Video Sharing Site
800 Million Visitors Per Month
200 Million Companies
500 Years of YouTube Video ...
Social Media Platforms
28
Measuring Engagement
The Key to Your Success
29
Measuring Engagement
Each Platform Measures Differently :
Facebook – Total Likes, Reach, Talking About This,
Check Ins, Te...
Measuring Engagement
Key Metrics to Assess Monthly:
Audience Growth – Increase in the number of
followers, subscribers, re...
Measuring Engagement
Website Lead Tracking
32
Putting It Together
Take A Focused Approach:
Identify A Clear Objective
Select the Proper Platform
Start Small – K.I.S.S.
...
Contact Info
Brian Swanson – Flashpoint Marketing
bswanson@flashpointmarketing.biz
Twitter: @bswan775
34
Questions
35
36
Monthly Edge Newsletter
• Community Discussions
• Career Management Advice
• Leadership Articles
• Work-Life Balance Ti...
2012 AICPA Leadership Academy
October 1-4, 2012
The program offers promising young CPA
professionals a unique opportunity ...
Maximo Mukelabai Award
38
Nominations due May 15 for AICPA Maximo
Mukelabai Award
The 2012 Maximo Mukelabai Award recogniz...
39
Facebook:
http://www.facebook.com/pages/Young-CPA-
Network/84974895761?ref=ts
LinkedIn:
http://www.linkedin.com/groups?...
ThisWayToCPA.com
AICPA‟s website for college students and CPA exam
candidates.
Find tools to help become a CPA, such as:
C...
Resource
The Inside Track to Careers in Accounting
41
The Inside Track to Careers in Accounting is designed to
help new ac...
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Leveraging Social Media to Develop Your Company

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Presentation given by Brian Swanson to the AICPA on leveraging social media to develop your company's brand in 2012 - Flashpoint Marketing - Accounting Marketing.

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Leveraging Social Media to Develop Your Company

  1. 1. Leveraging Social Media to Develop Your Company‟s Brand Brought to you by the AICPA Young CPA Network April 25, 2012
  2. 2. Brian Swanson, MBA 14 Years in Accounting Marketing MBA in Finance & Accounting Marketing Experience at Big 4 & Regional CPA Firms SEMPO Certified - Search Engine Marketing SEMPO Certified in Advanced Search Engine Optimization Digital Media Committee – AAM Association of Accounting Marketing 2
  3. 3. Agenda Social Media & Branding Taking Your Brand Digital Developing a Social Media Plan Major Social Media Platforms Measuring Engagement Putting It Together Questions 3
  4. 4. Taking Your Brand Digital What Is Social Media Marketing? Attracting Interest Engaging Stakeholders Sharing Traffic Generating Content Building Relationships It‟s the New „Word of Mouth‟ Marketing 4
  5. 5. Social Media & Branding - Benefits How Social Media Can Help You! Build Meaningful Relationships Brand Awareness Client Loyalty Builds Brand Trust Reputation Management Increases Search Visibility Free to Participate! 5
  6. 6. Social Media & Branding – The Facts Why is Social Media Important? 6 Source: http://aytm.com/blog/research-junction/branding-and-how-it-works-in-the-social-media-age/ Information also obtained from Nielsen Ratings
  7. 7. Social Media & Branding – The Facts 7 Source: http://aytm.com/blog/research-junction/branding-and-how-it-works-in-the-social-media-age/ Information also obtained from Nielsen Ratings
  8. 8. 8 What Happens Next? A Social Media Plans Is Necessary To Guide Efforts!
  9. 9. Developing A Social Media Plan Key Components Include: Goals – What Do You Want to Accomplish? Engagement – Content Strategy Time – When & How Often will You Be Online? Assignment – Who will Execute the Plan? Conversation – How will You Encourage & Manage Conversation? Interest – How Many People are Being Engaged? 9
  10. 10. Developing A Social Media Plan Define Your Goals – Determine Direction 10 Branding Reputation Management Employee Engagement Client/Referral Partner Engagement Recruiting Press Engagement Promotions
  11. 11. Developing A Social Media Plan Establish A Content Strategy 11 Voice – Everything Posted Should Sound Like Your Brand - (Corporate vs. Personal) Timing – Have a Content Calendar Highlighting When You Will Discuss What Topics (Google Trends) Audience – Understand Your Audience and Why They Follow You – Provide Content That Speaks to Them Offer Solutions – Use Social Media to Offer Advice on Issues the Audience May Be Facing Authenticity – It is Essential to Be Authentic
  12. 12. Developing A Social Media Plan Importance of Authenticity: 12 Not Authentic - “Tax season is approaching! Refer a friend for 10% off your preparation fees.” Timing – Have a Content Calendar Highlighting When You Will Discuss What Topics (Google Trends) Authentic – Tax season is approaching! We’re up for a challenge, what’s your toughest tax question?”
  13. 13. Developing A Social Media Plan ALWAYS AVOID (BLATANT) SELF PROMOTION 13
  14. 14. Social Media Examples - Effective 14
  15. 15. Social Media Examples - Effective 15
  16. 16. Social Media Examples – Ineffective 16
  17. 17. Social Media Examples – Ineffective 17
  18. 18. Developing A Social Media Plan Define Your Time Investment 18 Stay Focused on Your Goals Define Your Daily S.M. Tasks Limit Your Attention Plan S.M. Efforts Into Your Day Keep Track of Your Time Remember to Stop Monitor Engagement – Acknowledge Start Small & Progress
  19. 19. Developing A Social Media Plan Identify Who Will Execute The Plan 19 Marketing? Professional Staff?IT? Partners? Human Resources? Outsourced Provider?
  20. 20. Developing A Social Media Plan How Are People to Be Engaged? 20 Don‟t Speak Through Canned Messages (Be Authentic) Offer Solutions Giveback & Reciprocate Consistently Create & Subtly Reinforce Your Value Participate In Others Social Media Outlets – Don‟t Just Focus On Yourself
  21. 21. Developing A Social Media Plan 21
  22. 22. 22 Wait Not So Fast!
  23. 23. Social Media Platforms 23
  24. 24. Social Media Platforms #1 Visited Site Worldwide 200 Million Users Wide Acceptance Broad Demographics Page Oriented – Active Mobility Brand Development/ Recruiting/Press Engagement 24
  25. 25. Social Media Platforms 50 Million Tweets per Day 300 Million Users 1.6B Searches per Day “Basic” Version of Facebook News Oriented – Passive Brand Development/ Employee Engagement/Press Engagement 25
  26. 26. Social Media Platforms Professional Social Media 150 Million Members 200 Million Companies 4.2B Searches -2011 Page Oriented - Active Features – Groups, Questions & Company Pages Recruiting/Prospecting/Brand Development 26
  27. 27. Social Media Platforms Video Sharing Site 800 Million Visitors Per Month 200 Million Companies 500 Years of YouTube Video are watched Every Day on Facebook 100 Million People Take a Social Action on YouTube (Likes, Shares) Every Week 500 Tweets per Minute Containing a YouTube Link 27
  28. 28. Social Media Platforms 28
  29. 29. Measuring Engagement The Key to Your Success 29
  30. 30. Measuring Engagement Each Platform Measures Differently : Facebook – Total Likes, Reach, Talking About This, Check Ins, Testimonials, etc. LinkedIn - Followers, Number of Posts, Likes Twitter – Number of Followers, Re-Tweets YouTube – Comments, Number of Views, Shares Google Plus – People in Your Circles, +1 Identify the Most Important Metrics To Track! 30
  31. 31. Measuring Engagement Key Metrics to Assess Monthly: Audience Growth – Increase in the number of followers, subscribers, readers, etc. Activity – Number of posts, tweets updates, and comments Engagement – Number of re-tweets, link backs, user comments, likes, shares and conversations. Web Traffic - Determine how many visitors came to your firm website from social media platforms. (Bit.Ly) Lead Generation – The total number of leads that come from social media efforts. 31
  32. 32. Measuring Engagement Website Lead Tracking 32
  33. 33. Putting It Together Take A Focused Approach: Identify A Clear Objective Select the Proper Platform Start Small – K.I.S.S. Stick to Your Plan Ensure A Consistent Flow of Content Develop/Leverage Measurement Process Make Adjustments as Needed 33
  34. 34. Contact Info Brian Swanson – Flashpoint Marketing bswanson@flashpointmarketing.biz Twitter: @bswan775 34
  35. 35. Questions 35
  36. 36. 36 Monthly Edge Newsletter • Community Discussions • Career Management Advice • Leadership Articles • Work-Life Balance Tips • Opportunities to “Get Involved” • Young CPA Events To Subscribe: • Email YoungCPANetwork@aicpa.org
  37. 37. 2012 AICPA Leadership Academy October 1-4, 2012 The program offers promising young CPA professionals a unique opportunity to dive into experiential strategic leadership exercises and forge a valuable network of relationships with thought leaders and promising professionals across the country in an intimate and interactive setting. Visit www.aicpa.org/leadershipacademy for program details and applications. Application period ends May 15th. 37
  38. 38. Maximo Mukelabai Award 38 Nominations due May 15 for AICPA Maximo Mukelabai Award The 2012 Maximo Mukelabai Award recognizes a young CPA who has demonstrated outstanding service towards the advancement, stewardship and promotion of the accounting profession and selfless contributions to the community. Maximo Mukelabai was a member of the inaugural class of the AICPA Leadership Academy. Tragically, his life ended abruptly at the age of 36. He was an extraordinary individual filled with passion, intellect and inspiration; traits immediately recognized by anyone who met him. Mukelabai was the youngest and first African-American chair for the North Carolina Association of CPAs board of directors. Peers, AICPA staff, employers or state CPA society liaisons may submit nominations for the annual award until May 15, 2012. Self-nominations are not accepted. For more information and to access the application, visit Maximo Mukelabai Award webpage.
  39. 39. 39 Facebook: http://www.facebook.com/pages/Young-CPA- Network/84974895761?ref=ts LinkedIn: http://www.linkedin.com/groups?about=&gid=1607 05&trk=anet_ug_grppro Twitter: http://www.twitter.com/YoungCPANetwork Social Networking Opportunities If you enjoyed today‟s webcast, register for our upcoming events at www.aicpa.org/YoungCPANetwork
  40. 40. ThisWayToCPA.com AICPA‟s website for college students and CPA exam candidates. Find tools to help become a CPA, such as: CPA exam rules and study pointers State requirements and other need-to-knows A community of current and future CPAs www.thiswaytocpa.com Social Media: 40
  41. 41. Resource The Inside Track to Careers in Accounting 41 The Inside Track to Careers in Accounting is designed to help new accounting professionals and students interested in accounting expand their understanding of what CPAs do and navigate the numerous opportunities that are available. This book focuses on careers in • Public accounting • Corporate accounting • Government accounting • Nonprofit accounting • Academics • Starting your own business as a sole practitioner Detailed job descriptions, typical salary ranges and career trajectories, plus invaluable background information, history, and personal insights are provided for each career path. In addition, the book includes interviews with more than 50 CPAs from every corner of the profession who share their insights on career choices, succeeding as a CPA, and the future of the profession. The companion CD contains full transcripts of each interview. Available at www.cpa2biz.com

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