May 1, 2009 Session delivered to the ASAE Membership & Marketing Conference in Baltimore, MD. Presented by Don Dea (Fusion Productions) and Tom Hood (MACPA)

1. Agenda
Where We’ve Been
Who’s Online
Association Issues/Trends
Membership and Marketing Conference
Association 2.5: Keeping Up in a Rapidly Changing Social
Digital Technologies
Networking World
Maryland Association of CPAs
Tom Hood, CPA, Executive Director / Chief
Opportunity
Executive Officer, MACPA
Don Dea, Co‐founder, Fusion Productions
April 30, 2009
Summary
Connecting Great Ideas and Great People
Where we’ve been: Then and now Who’s Online
2000 2008
46% of adults use internet 74% of adults use internet
5% with broadband at home 58% with broadband at home
50% own a cell phone 82% own a cell phone
0% connect to internet 62% connect to internet
wirelessly wirelessly
<10% use “cloud” >53% use “cloud”
= slow, stationary connections = fast, mobile connections built
built around my computer around outside servers and
storage
Generations Online in 2009 People Are Talking
Gen Y (18‐32)
Gen X (33‐44)
Younger Boomers (45‐54)
Older Boomers (55‐63)
Silent Generation (64‐72)
GI Generation (73+)
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2. The Social Technographics Ladder
They are Online with their Social Networks Publish a blog
Publish your own Web pages
18% Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
25% Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
12% Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
25% Joiners
Visit social networking sites
Base: US online adults
Source: Forrester Q2 2007
Read blogs
Social Technographics Survey Watch video from other users
48% Spectators Listen to podcasts
Read online forums
Groups include people participating in at least Read customer ratings/reviews
one of the activities monthly.
44% Inactives None of the above
Where we are today
Key Issues/Trends
Generational crossroads
Relevancy in recession & membership value
New models of engagement
Science, technology, management innovation
Creating new value as trusted source and connections
Global online connectivity/expansion
Deepening personalization/customization
Economic reset/technology transforming gov’t, business,
assn, governance
Multiple degrees of trust/truth‐context creates value
Social Networks
Web 2.0 Tools: Types
People‐Connectors (find and strengthen
relationships)
Social Publishing and Info Sharing (publish,
subscribe, discuss and link to what you know)
Collaboration and Communication (connect and
work together more powerfully)
Building Blocks (SAR) Widgets/GIS Mashups (GIS,
mini‐apps, or sensing technology to expand the
Myspace
FaceBook
functionality at the point of engagement)
Flickr
LinkedIn
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3. Social Publishing and Networks
People Connectors
Journals (blogs, podcasts)
People‐Finders (LinkedIn/Zoominfo, naymz,
Social Bookmarkers (Del.icio.us)
Reunion, Facebook)
Photo/Graphics Sharers (Flickr,
Social Network Mappers (InFlow)
SlideShare,MySpace)
Proximity Locators (Slam,Jambo,enpresence) Memediggers (Digg, Reddit)
Affinity Detectors (NTag) Product Evaluators (Wize, Last.fm)
Connections (Twitter/Utterz/Pownce) Personal Diaries (FaceBook)
Virtual Worlds (2nd Life, Whyville)
Semantic Web:Twine
Collaboration and Communication
Wikis (WikiHealthCare, Medpedia) Organize, Share,
Forums (Yahoo Groups) Discover
Project Collaboration (BaseCamp) Facebook ‐ For
Document Collaboration (Google Docs) Your Relationships
Mindmaps (Freemind)
LinkedIn ‐ For Your
Virtual Presence (Skype, GoToMeeting,vYEW)
Career
Open Space/Peer Production
Twine‐ Knowledge
Semantic Web/Knowledge Networks (Twine, EVRI)
Network
Semantic Web: EVRI Collaboration
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4. Mashups: Pageflakes
Building Blocks:Widgets/GIS Mashups/Apps
Disease Outbreaks
Home Monitoring
Travelogues
Do‐It‐Yourself Social Networking Applications
RSS, Applets
Applications
Mapping
Open Social/Facebook
Applications: Evernote
Widgets: Engage Patients
Web 2.0 Information Overload
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5. … and the “long tail” becomes more important
Changing Face of Communications
‐‐ Chris Anderson
Flattened Hierarchy
Time Shifting
Amazon, Rhapsody/iTunes, Netflix
Virtual Connections
Digital Tools
Traffic
Convergence
20%‐40% of traffic or sales
in the “long tail” Constant Change
Privacy
Culture
Content
New School Meets New School “Old School” “New School”
Worlds Collide
Elements Old School New School
Mgt & your org Members, customers,
Sources of Ideas
Maryland Association
users
Internal resources, Deep understanding of
Drivers
of CPAs
products, positioning customer/member
needs
Structured & managed Spontaneous & non‐
Interaction
linear
Go to Invite members/users to
Strategy
member/customer participate
Linear and well defined Emergent & serendpic
Processes
Market research, Communities, crowd
Methods
surveys, focus groups sourcing, peer‐
production, and social
media
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6. Our journey starts at a conference called Digital Now in
“If you think about the media environment an average
2007 at a session titled – Association 2.0
American teenager lives in, to walk into a classroom (or
one of our Associations) that doesn’t have any of that
media must be like walking into a desert.”
– Steve Maher, High School teacher PBS Special “Growing
= Up On‐line”
By 2010, Millenials/Gen Y‐ers will outnumber Baby
Boomers.
Meet our future members?
Do you want to be like this?
“over 64% of students in
grades K‐12 play online
and/or electronics based
games regularly”
“Downloading music is #1 activity
by middle and high school
students”
“40% of middle school students and 67% of high
school students have a personal website
(Facebook, MySpace, Xanga)”
Source: Project Tomorrow – Speak Up 2007 report
It’s about the Network Effect
Or This?
Metcalf’s Law
quot;states that the economic value of a network
increases like the square of the number of its
nodes, or the law of increasing returns.
Usually, when people share a piece of
equipment, the return diminishes. When more
people are engaged in the network, more
value is returned to the user.quot;
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7. Our Journey…starts with strategy Our Journey…
The MACPA is a progressive, professional
Share
association dedicated to serving CPAs in the
Maryland region, enabling them to grow,
prosper and remain viable in a dynamic,
rapidly changing environment. The
Listen & Learn
MACPA recognizes the diversity in the CPA
profession and will provide the necessary
resources and services to help its members
maintain the highest level of integrity,
professional ethics and knowledge for the
Communicate
benefit of the public and the good of the
profession.
Connect – Protect ‐ Connect
Achieve
Results – By the Numbers Results – By the Numbers
Youtube Facebook
Defining Americas CPA 5,264 MACPA 83
CPALearning2 564 NYPN 50
Financial Literacy 1,991 Tom Hood 135
Slideshare
Linked‐In
Professional Issues 1,441
MACPA 220
Web 2.0 & Second Life 2,430
Tom Hood 279
Blogs 10,000 +
Podcasts ???
Finding Members
Results – By the Numbers
Second Life 483
Twitter
MACPA 421
Bill Sheridan 613
Tom Hood 1,062
Jackie Brown 130
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8. Building Relationships Getting Recognized
Go to where the conversation is…
Twitter & MACPA
IBM Financial Analyst Accounting Assistant
Member of NJSCPA
Listening = Trust Next Steps…
1. Imagine your organization
A conversation starts connected to more members
and connecting them to each
with listening…
other
Blogs – find’em, read
2. Do some homework – where
‘em, start your own
are your members hanging out
Second Life on‐line?
3. Start listening
CPALearning2.com
4. Make your case – the cost of
Facebook
participation just got lower
Linked‐In 5. Use the tools to start the
Plaxo conversations
Twitter
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9. You can…Ignore it
Fight it or
Harness it’s power
The Big Opportunity… Silo busting
Implications: Associations
The social graph just connects people
Complexity The semantic graph connects everything
The semantic graph connects everything
Personalization/Segmentation People
Integration/Unified network Companies Emails And it uses richer
semantics to enable:
Network Effect Places Products
Better search
Differentiation (Value Proposition) More targeted ads
Interests Services
Brand (Trust)
Smarter collaboration
Web Pages
Point of Engagement Activities
Deeper integration
Context & Connections Documents
Projects
Richer content
Events Multimedia
Better personalization
Groups
Summary
Summary
Value will also be with “trusted source”
Social networks will be like air, so consider how you will
Getting started: Commitment, Scale,
operate your organization
Workflow, Recognition & Reward, Right
Marketers will pay to reach and influence
Each person will have their own “personal CPM” people, Balance management & risk
Social networks will compete to have the best experience
Help Wanted: Leadership
Not old vs new, Ensure right people on the bus
Value Adds: content, structure, organization, flexibility,
control
Difference makers: context, connections, recognition/reward, quot;Imagination is more important than knowledge.quot; Albert Einstein
“Findability”
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10. “The best time to plant a tree was 20 years ago, the
second best time is today”
Chinese proverb
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