Social Business for Accountants
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Paul Harrison, Managing Partner of Carve Consulting, spoke at the ICAEW on how Accountancy Practices can use social business to drive business development.
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Social Business for Accountants
- 1. Social Business for Accountancy Practices Paul Harrison | Carve Consulting LLP @paulcharrison
- 3. In the next 30 minutes.. Challenging the perception of social Understanding your new client ‘Social Selling’ and beyond Communities & Content that create value Where does your organisation sit? 5 point action plan Q&A
- 6. > The People are the Platform
- 8. > Your new client is social, savvy, mobile, connected
- 14. > Implementing ‘Social Selling’
- 19. > Communities and content that create value
- 20. 10K Fans. 200 Reached. 2%
- 27. Systemic organisational engagement Integration to BD process Training Corporate Social Broadcasting Random acts of social
- 28. Action Plan ① Get senior level buy-in: relationship building (therefore social) is EVERYONE’S job ② Get individual profiles up to an acceptable standard. Train fee earners on how to identify opportunities and build relationships ③ Invest in content, considering who / how where / when / what ④ Promote that content to hyper targeted audiences ⑤ Ensure the whole company is always-on the business of connecting, listening, engaging. This is the new normal.
- 29. Social Business for Accountancy Practices Paul Harrison | Carve Consulting LLP @paulcharrison
Editor's Notes
- A key opportunity in leveraging owned platforms (iOPEN) will be in engaging RB’s consumers channels. We use techniques such as shared content plans and private communities to engage product social media ‘gatekeepers’ in sharing EB messages. [Nokia, private Facebook group of 125+ community managers].
- Since the rollout of #RelationshipsMatter, there have been significant shifts in the way that platforms allow organisations to reach organic owned audience. Facebook EdgeRank impact on organic reach is the most significant of these developments. Today, reach is only circa 2% Similar platform updates at Twitter, LinkedIn and other key platforms are having a similarly seismic reach on brands’ ability to reach. These updates – coupled with the growing importance of the individual channel (characterised by the LinkedIn Publisher platform for example) demand an updated approach.
- These systemic changes to owned platforms can best be expressed by re-examining iOPEN, the model for understanding the interplay between individual, owned, paid, earned and neutral networks. Previously (left) Owned was considered the pre-eminent channel which drove earned engagement, supported by paid and neutral activity. Today, the importance of the owned channel has shrunk significantly, Broadcast