Where Social Media and Traditional Marketing Intersect

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Leading Edge Alliance Young Professionals session covering basics of social media, how to weave it into individual marketing efforts, and where/how to begin.

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Where Social Media and Traditional Marketing Intersect

  1. 1. Where  Social  Media  and    Tradi0onal  Marke0ng  Intersect     Modern  Marke0ng  for  CPAs   By  Michelle  Golden  
  2. 2. Today.    •  WHAT   •  What  is  this?   •  What  has  changed?  •  WHY   •  Why  do  this  stuff?   •  Why  does  it  maDer?  •  HOW   •  How  do  we  begin  prac0cal  applica0on?   •  How  do  we  manage  concerns?  
  3. 3. WHAT  ARE            SOCIAL  MEDIA?  
  4. 4. Image:  ironrodart  (flickr)  A  con(nually  changing  set  of  tools    and  their  users(!)  that  facilitate  informa(on  sharing  and  rela(onships.  Online.  
  5. 5. Image:  thomaschung  (flickr)  
  6. 6. Effec0ve  online  presence  means:  •  You’re  findable  •  Illustrates  your  uniqueness  &  character  •  Supports  your  claims  of  exper0se  •  Demonstrates  you’re  a  thinker  &  up-­‐to-­‐date  •  Conveys  you’re  accessible  •  From  stodgy  back  to  “grassroots”  marke0ng  
  7. 7. What’s  content  marke0ng?   Image:  iang  (flickr)  
  8. 8. Social  Media     1.  Engagement   2.  Self-­‐publishing   •  Can  just  engage   •  Can  just  publish   •  But  publishing  w/out   engaging  is  merely   passive  marke0ng  goldenprac0ces.com   8  
  9. 9. Pick  Your  Purpose  1.  Business  development   •  Build/strengthen  business  rela0onships   •  Interact,  share   •  Credibility   •  Build  team,  recrui0ng  2.  Customer  service/reputa0on  enhancement   •  Create  proac0ve  fan  base   •  Monitor   •  Make  problems  right  3.  Just  to  learn  (passive,  but  OK  place  to  start)  
  10. 10. WHAT’S  CHANGED?  
  11. 11. Personal  >  Corporate  >  Personal  1977   1999  
  12. 12. Purpose?  
  13. 13. Purpose?  
  14. 14. WHAT  HASN’T  CHANGED?  
  15. 15. Visibility  +  Credibility  =  KEY   NOT  A  NEW  FORMULA,        THIS  IS  CLASSIC  MARKETING  
  16. 16. Personal  Marke0ng  Plans  Innova(on  (new  solu0ons/   Expecta(on  Management   products,  dev  processes,   Conversa(ons/Listening   improve  effec0veness)   Debriefs  (BARs/AARs)  Con(nuing  Ed  (new,   Delega(on   advanced)   Skill/Svc   Current   Face  Time  Apply  Industry  Knowledge   Dev   Clients   Industry/Org  Par(cipa(on   (id  KPIs/sector,  studies,   Succession/Transi(on   surveys)   Service  Grid  Worthiness  of  Trust     Credibility   COIs   (behavior,  impression,   Conversa(ons/Listening   respectable  ext/int)   Clarify  Messages  (educate)  Competence     Face  Time/Follow-­‐up   (write,  speak,  lead)   Reciprocity/Reward  (track)  Capability  Evidence     New  Biz   Target   (case  studies,   tes0monials,   representa0ve  clients,)  Involvement     (visible  in  core  markets)   ID/Study/Refine   Conversa(ons/Listening   Face  Time/Follow-­‐up   Demonstrate  Relevance,  Credibility,   Trustworthiness   goldenprac0ces.com   16  
  17. 17. Personal  Marke0ng  Plans  Innova(on  (new  solu0ons/   Expecta(on  Management   products,  dev  processes,   Conversa(ons/Listening   improve  effec0veness)   Debriefs  (BARs/AARs)  Con(nuing  Ed  (new,   Delega(on   advanced)   Skill/Svc   Current   Face  Time  Apply  Industry  Knowledge   Dev   Clients   Industry/Org  Par(cipa(on   (id  KPIs/sector,  studies,   Succession/Transi(on   surveys)   Service  Grid  Worthiness  of  Trust     Credibility   COIs   (behavior,  impression,   Conversa(ons/Listening   respectable  ext/int)   Clarify  Messages  (educate)  Competence     Face  Time/Follow-­‐up   (write,  speak,  lead)   Reciprocity/Reward  (track)  Capability  Evidence     New  Biz   Target   (case  studies,   tes0monials,   representa0ve  clients,)  Involvement     (visible  in  core  markets)   ID/Study/Refine   Conversa(ons/Listening   Face  Time/Follow-­‐up   Demonstrate  Relevance,  Credibility,   Trustworthiness   goldenprac0ces.com   17  
  18. 18. Levels  of  Marke0ng   Engaged     LEADS   Present   Passive   INVOLVEMENT  goldenprac0ces.com   18  
  19. 19. WHY  DEAL  WITH                    SOCIAL  MEDIA?    WHY  DOES  IT  MATTER?    
  20. 20. Image:  fuzzyscalyman  (flickr)  
  21. 21. Integrated  marke0ng.  
  22. 22. Overlay.     Begin  New  Sales    Per  Month   Twee0ng   Integrate   Launch   website  into     Facebook  Page   all  marke0ng   Launch  new   website   Teach  team   about  SM   Begin  SEO                                2003                  2004              2005                2006                2007                2008              2009    
  23. 23. HOW  DO  YOU  IMPLEMENT?  
  24. 24. image:  niclindh  (flickr)  
  25. 25. Or  Alltop.  
  26. 26. Google  Reader.  
  27. 27. Get  Found.  •  LinkedIn  profile  (solid)  •  Google  profile  (claim)  •  Bio  on  your  website?  •  TwiDer?    •  Facebook?  When  they  find  you,  what  do  people  see?  ©  2010  Golden  Prac0ces  Inc  
  28. 28. Image:  lydiaboote  (flickr)  
  29. 29. Why  posi0on  a  specialty?  1.  Stand  apart     more  appealing  +  easier  to  find  +  compelling  to     buy  from  =  higher  close  rate    2.  Develop  ‘GO-­‐TO’  status   step  to  front  of  line  for  quality  referrals  &  publicity   opportuni(es  3.  People  pay  more  for  specialists  4.  ADract  recruits  to  a  solid  clientele  5.  Create  a  more  valuable  prac0ce  ©  2010  Golden  Prac0ces  Inc   29
  30. 30. Build  YOUR  house  
  31. 31. File  Sharing  Sites  -­‐  Slideshare  Subscrip0ons:  goldenm  
  32. 32. File  Sharing  Sites:  YouTube  Subscrip0ons:  cpatrendlines  
  33. 33. Which  tool  for  what?   hDp://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools  
  34. 34. LI  for  research  &  mee0ng  prep.  •  Search  prospects  &  referral  sources   •  Load  up  and  look  up!   •  Ask  mutual  contact  for  recommenda0on  or  introduc0on   •  Spot  employees  with  #  contacts  (sign  helpful)  •  Study  compe00on   •  Do  they  link  to  your  customers?   •  Where  do  they  hang?  •  Research  customers   35  
  35. 35. Who’s  Cut  Out    for  Blogging?   hDp://www.slideshare.net/goldenm/anatomy-­‐blog   hDp://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart  ©  2011  Golden  Prac0ces  Inc   36  
  36. 36. Blog  Fodder  •  Outbound  emails  •  Search:  TwiDer,  YouTube,  Slideshare,  other  •  Skim  Feeds  (Google  Reader,  Stumble  Upon,   TwiDer  –  Flipboard)  •  Feature  guests:  clients,  referral  sources,   prospects  (ScoD  H),  academics,  industry  gurus,   media  commentators  &  journalists,  other   bloggers  or  would-­‐be  bloggers  w/no  plavorm   yet  
  37. 37. Presen0ng  yourself.  •  People  are  ALWAYS  beDer  than  logos   •  E.g.  TwiDer:  other  than  for  marke0ng  or   cust  svc  rep,  all  CPAs  s/tweet  under  their   own  name  •  Humanize  yourselves   cpa   because  it’s  “grassroots”   photo  
  38. 38. Friends  &  followers.  •  Peers,  colleagues  •  Industry  experts,  associa0on  reps  •  Local  and  na0onal  media  •  Thought  leaders  •  Customers  •  Strangers  who  ask  
  39. 39. Dos  and  Don’ts.  •  Be  conversa0onal  &  friendly  •  Be  authen0c  &  truthful—even  fallible!  (creates  trust)  •  Add  value,  don’t  just  make  noise  •  Promote  (men0on,  praise)  others,  don’t  talk  much   about  you  or  your  firm  (spam)  •  Remember  your  purpose—probably  connec0on  and   impression  ©  2010  Golden  Prac0ces  Inc   40   40
  40. 40. Policy  components  •  Liability disclaimers*•  General communications/behavior*•  Internet & email policies*•  Specific social media tool policies
  41. 41. When  SM  works.  •  Grassroots  marke0ng  builds  rela0onships  •  Expect  lead  results  only  when  engaged  •  Be  a  reliable,  credible  source  •  People  do  more  business  w/people     they  know,  like  &  trust  •  Have  content  strategies  to  keep  it  alive!   42  
  42. 42. More  Info:  slideshare.net/goldenm  michelle@goldenprac0ces.com  goldenprac0cesinc.com  goldenprac0ces.com  (blog)  @michellegolden  (twiDer)  

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