Social media for biz dev


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Social media for biz dev

  1. 1. How to Use Social Mediaas aBusiness Development Tool <br />
  2. 2. What you’ll learn: <br />What is social media and why should you care?<br />How CPAs can use social media effectively<br />How to build a smart social media strategy<br />How to protect your reputation online<br />
  3. 3. Monologuevs Dialogue<br /><br /><br />
  4. 4. Why should you care?<br />
  5. 5. Reason #1: Shear volume of conversations<br /><ul><li>Facebook tops Google for weekly traffic in the US
  6. 6. If Facebook were a country it would be the third largest
  7. 7. Twitter’s search engine gets 600 million queries every day
  8. 8. YouTube is the second largest search engine in the world
  9. 9. There are over 200,000 blogs
  10. 10. 25% of search results for the world’s largest brands are links to user-generated content</li></ul>Statistics from social media revolution 2 &<br />
  11. 11. Reason #2: Ability of online communities to shape opinion<br /><ul><li>Online communities have formed that talk aboutchallenges you </li></ul>can help with and the kinds of services you offer<br /><ul><li>Opinion leaders within these communities influence others
  12. 12. Their thoughts and opinions are amplified online, where they are
  13. 13. Easily indexed by search engines
  14. 14. Easily shared.</li></li></ul><li>Reason #3: It’s effectiveness can be measured<br /><ul><li>Improves your SEO
  15. 15. Use analytics to
  16. 16. Track and analyze data
  17. 17. Understand the efforts that are most effective and</li></ul>maximize them<br /><ul><li>Act on insights</li></li></ul><li>How can CPAs use <br />social media effectively?<br />
  18. 18. Businesses as publishers<br /><br />
  19. 19. Litmus test: Do you have valuable content to share?<br />Position yourself as subject matter expert and thought leader<br /><ul><li>Share your insights and analysis
  20. 20. Promote the insights of others
  21. 21. Encourage and engage commentary</li></li></ul><li>Litmus test: Would this person be a good professional contact or referral source?<br />Client acquisition and relationship management tool<br /><ul><li>Your online rolodex </li></ul>Features<br /><ul><li>Company profile
  22. 22. Ability to post events, presentations, tweets, your blog, etc.
  23. 23. Groups and answers</li></li></ul><li>
  24. 24.
  25. 25. Litmus test: Do you deliver presentations?<br />Position yourself as subject matter expert and thought leader<br /><ul><li>Share PPT decks, Word files and pdfs</li></ul>Features<br /><ul><li>Post to your site, blog, LinkedIn</li></li></ul><li>Litmus test:Do you have valuable content to share?<br />Client acquisition and relationship management tool<br /><ul><li>Share industry updates
  26. 26. Post industry insights
  27. 27. Promote others’ analysis
  28. 28. Boost SEO</li></ul>Features<br /><ul><li>Lists</li></li></ul><li>Litmus test: Do you have stories to tell that would be better told with video?<br />Client acquisition and relationship management tool<br /><ul><li>Position yourself as subject matter expert and thought leader
  29. 29. Give people of sense of your personality and what it would be like to work with you
  30. 30. Boost SEO</li></ul>Features<br /><ul><li>Channels</li></li></ul><li>Litmus test: Would you have a beer with this person?<br />Relationship management tool<br /><ul><li> Reconnect
  31. 31. Stay in touch
  32. 32. Build relationships</li></ul>Features<br /><ul><li>Group friends by category
  33. 33. Messaging
  34. 34. Promote events</li></li></ul><li>Communities of interest<br />Litmus test: Would you like to access communities of prospects who could use your services?<br />Client acquisition tool<br /><ul><li>Identify groups discussing services likes yours
  35. 35. Activate those communities
  36. 36. Reach influencers within those communities</li></li></ul><li>How to build a smart social media strategy<br />
  37. 37. Three important questions to ask yourself<br />Who are my target audience(s)?<br />What are my goals?<br />How do I define success?<br />
  38. 38. Putting a strategy together<br /><ul><li>Identify the tactics that best match your audiences and goals
  39. 39. Integrate online and offline efforts
  40. 40. Be realistic about the demands on your time
  41. 41. Get organized: create a calendar
  42. 42. Evaluate effectiveness regularly
  43. 43. Be patient</li></li></ul><li>How to protect your reputation online<br />
  44. 44. What is a social media policy?<br />Think communications guidelines, not just social media<br />Permission-based not restrictive-based<br />Empower your employees to be brand ambassadors<br />Supports a sound strategy<br />
  45. 45. Tenets of a sound social media policy<br />Value<br />Confidentiality<br />Privacy<br />Disclaimers<br />Common sense<br />
  46. 46. Share your expertise<br />Show your passion<br />Help others succeed<br />Help colleagues, clients, prospects, partners increase performance and solve business challenges<br />Expand understanding of important topics<br />Promote important industry events<br />Connect people and build relationships<br />
  47. 47. Don’t share confidential information<br />Ask permission before you write about any work-related information—you never know what might be confidential or proprietary<br />Don’t comment on your company’s business performance<br />Mind copyright and fair use laws<br />
  48. 48. Respect others’ privacy<br />Don’t mention specific colleagues, clients, vendors or partners without their approval<br />General descriptions of an engagement or project are ok but don’t include specific identifying details<br />Mind your own privacy<br />
  49. 49. Speak only for yourself<br />Identify yourself and your role at the company if you are discussing anything company-related<br />Write in the first person, use your own voice if you’re discussing your personal opinions<br />If you write about the company make it clear the views are your own<br />Be mindful of how you’re presenting yourself online<br />
  50. 50. Be nice and play fair<br />Respect the views and values of others: Nothing inflammatory, no obscene language, no ethnic or sexual slurs.<br />Don’t pick fights<br />Own up to your mistakes<br />Use good judgment and accept responsibility<br />Work always comes first<br />
  51. 51. Free reputation monitoring tools<br /><ul><li>Google alerts
  52. 52.
  53. 53. Tweetdeck and Hootsuite</li></li></ul><li>To sum up<br /><ul><li>Social media is about building relationships: sharing something of value and engaging others
  54. 54. These networks are important because of their influence
  55. 55. Select networks to participate in based on your goals and the audiences you’re trying to reach
  56. 56. Measure your efforts
  57. 57. Be smart online</li></li></ul><li>Questions?<br />Leigh George<br />Senior Digital Marketing Strategist at R2Integrated<br />410.327.0007 x1211<br /><br />Connect with me:<br />Twitter: @leighgeorge<br />LinkedIn: <br />