The document discusses the need for leaders in business and government to adapt to the rapidly changing landscape brought about by technology and social media. It emphasizes essential leadership qualities such as vision, insight, strategic thinking, communication, and inspiring action, while highlighting the significant impact of the 'net generation' on workplace dynamics. Additionally, it addresses challenges and strategies for utilizing social media effectively to enhance leadership and organizational engagement.

1. Baltimore County Public Schools – Fiscal Services Division
Use of Technology Tools
Use of Technology Tools
to Improve Leadership
p p
Tom Hood, CPA.CITP
CEO – Maryland Association of CPAs
y
December 3, 2009

2. Being in
business or
government
today is like
being in
b i i
p
permanent
whitewater

3. Leadership – when the sailing was smooth

4. You need new
skills & new
tools to deal
with this
permanent
whitewater of
change

5. You feel
o e
overwhelmed
e ed
by the rapid
and turbulent
pace of change
in business
today

6. “As it relates to science and technology, the rate of
change in the next decade, is likely to be 4 to7
times faster than in the last decade. If it is 4x faster
it would be like planning for 2006 in 1890, if it is 7x
faster it would be like planning for 2006 in 1670.
faster it would be like planning for 2006 in 1670.”
‐Expert on Education Panel, The Aspen Institute, 2007

7. You want to
master the
h
skills needed
skills needed
to keep pace
and lead in
this new
this new
environment

8. Today, you will
learn to become
a navigator of
change using
h i
some new tools
and skills
Sight Insight Create Communicate Inspire!

9. Did you know?
Government Accountant Leading the
Government Accountant Leading the
CPA Profession
Ernie Almonte, CPA – Auditor General, State of Rhode Island
http://www.twitter.com/erniealmonte

10. Tools for Leaders
Tools for Leaders

11. First, Leadership in permanent
whitewater
h

12. The I2A strategic thinking system is based on the
five qualities of Extraordinary Leaders
1. Sight ‐ Ability to see emerging
p
patterns and shift perspective when
p p
necessary
2. Insight ‐ Ability to learn faster than
g y y
the rate of change in your industry
3. Create ‐ Ability to think strategically
and critically to gain insights that create
new opportunities
new opportunities
4. Communicate ‐ Ability to
collaborate inside and outside your
organization and to build and sustain
organization and to build and sustain
social networks of people engaged in
the work
5. Inspire – Ability to mobilize support
Inspire Ability to mobilize support
and engage others to join you in
ACTION

13. Sight
What is above knows what is below, but what is below
does not know what is above. One climbs, one sees.
One descends, one sees no longer, but one has seen.
One descends one sees no longer but one has seen
There is an art of conducting oneself in the lower
regions by the memory of what one saw higher up.
When one can no longer see, one can at least still
When one can no longer see, one can at least still
know.
‐Rene' Daumal
“The faster you go, the further
ahead you have to see.”
Sight

14. Insights & Opportunities
“But a time of turbulence is
also one of great
opportunity for those who
can understand, accept and
d t d t d
exploit the new realities. It is
above all a time of
above all a time of
opportunity for leadership.”
‐ Peter Drucker,
Managing in Turbulent Times
Insight

15. Create!
“The best way to
The best way to
predict the future
predict the future
is to create it.”
‐ Peter Drucker,
Managing in Turbulent Times
Create

16. Communicate
Extraordinary
leaders know how
leaders know how
to build and sustain
large social
large social
networks and
communicate
i
effectively above
the noise of the
whitewater.
Communicate

17. Inspire to Action
You must be
able to reach
the hearts
the hearts
and minds of
and minds of
the people
doing the
work.
work Inspire!

18. Second, Social Media tools

19. Here comes the Net Generation
"There is plenty of cause for alarm and/or optimism
when it comes to my generation; even I can see that.
Still I think the negative views of us come from a fear of
Still I thi k th ti i f f f f
the unknown, a fear of change. Our world is evolving at
a rapid rate, and that can be scary for older generations
a rapid rate and that can be scary for older generations
— Savannah Jones, 17, Portland, Oregon
NGenophobia—the irrational and morbid fear
of youth, especially with regards to their use of
the Internet

20. Three Drivers of Change
WEB 2.0 THE NET
GENERATION
Wikinomics ‐
The New
Economic
Order
Inspired by Don Tapscott

21. Social Media is a Generational Issue
• Matures 64 ‐ 100
• Boomers 45 ‐ 63
• Gen X 29 ‐ 44
• Millennials 10 ‐ 28
Which one are you?
"Digital 'Natives' Invade the Workplace:
Young people may be newcomers to the
world of work, but it's their bosses who
are immigrants into the digital world."

22. Meet your future employees?
“over 64% of students in
grades K 12 play online
grades K‐12 play online
and/or electronics based
g
games regularly”
g y
“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,
personal website (Facebook,
MySpace, Xanga)”
Source: Project Tomorrow – Speak Up 2007 report

23. Generation Gap? Or Generation Lap?
One third (35%) of American adult internet users
Generations
have a profile on an online social network site,
h fil li i l t k it
four times as many as three years ago, but still
much lower than the 65% of online American teens
who use social networks
“In 1997, young people for the first time were recognized by
adults as being authorities on something truly revolutionary
– digital technology, interactive media, and collaboration.”
– Don Tapscott “Growing Up Digital”

24. Eight Net Gen Norms
1. Freedom – The freedom to work when
and where you want
2. Customization – My job my life
3. Scrutiny – I know what you did last night
4. Integrity – Be a good company to work for
5. Collaboration – Teamwork
6. Entertainment – Work should be fun
7. Speed – Let’s make things happen now!
8. Innovation – Let me invent

25. To be a guild master in a game like World of Warcraft, you need to
, g p
be able to create a vision, find recruits and give them a platform
on which to learn, and orchestrate the group's strategy. To me, it
sounds a lot like the skills a corporate executive needs, doesn't it?
– Don Tapscott “Grown Up Digital”

26. This is a Social Network
Thi i S i l N t k

27. The New Math
Social Networking (Old)
+ Social Media (New)
= A change in the way we build
A change in the way we build
relationships
Source: Matt Goddard, CEO R2integrated

28. Old School vs. New School
Chamber of Commerce
Class Reunions
Friends and Family
E‐mail
Industry Meetings
I d t M ti
Newsletters

29. It s all about your Whuffie
It’s all about your Whuffie
Whuffie is the culmination of your reputation,
influence, bridging and bonding capital,
i fl b id i d b di i l
current and potential access to ideas, talent
and resources, saved‐up favors, and
d d f d
accomplishments.
‐ Tara Hunt “The Whuffie Factor”

30. It’s about the Network Effect
Metcalf’s Law
"states that the economic value of a
network increases like the square of
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."

31. It’s about the Network Effect
How big is
your
network?
“In a sentence {to recognize a network} means ‘To discover how A, who is in touch with C,
Is affected by the relation between B and C.” – Russ Eckel “Becoming the Eye of the Tiger”

32. Whuffie Example

33. Get found Digital Footprints
Get found – Digital Footprints

34. Our Journey…
• Share
• Listen & Learn
• Communicate
• Connect

35. Meet your customers where they are

36. Benefits of Social Media
Benefits of Social Media
• Share & discuss information
• Increase ability to connect to more people
I bilit t tt l
• Increase ability to manage more relationships
• Customer service & support
Customer service & support
• Tool for recruitment & retention
• Information & knowledge management
• Increased findability on web (SEO)
• Brand management
• Accelerate your strategy
Accelerate your strategy
• Did I say it’s cheap?

37. Marketing Strategy 2.0
Website
e‐mail
Twitter
T itt
newsletters
Social
Blog
Networks

39. James Carroll, CPA
James Carroll, CPA
Website Facebook
Twitter

41. Last two stories
Last two stories
• Client contact via
Client contact via
Facebook
• Staff relations via
Facebook
Leadership & Social Media
– panel of young professionals
AICPA Leadership Academy
Chicago, 2009

42. Government & Social Media

43. AGA & Social Media
AGA & Social Media
http://aga.typepad.com/ http://twitter.com/stlaga

44. CPAs’ “favorite?”

45. Challenges
• Social media requires
loosening the reins on
technology platforms and
access
• Social media management
requires constant care and
feeding, as well as
feeding, as well as
monitoring
• Because social media is
MASS media, mistakes
di it k
and missteps are
a p ed
amplified

46. Social Notworking?
Social Notworking?
This is defined as “The
s s de ed as e
practice of spending time
unproductively on social‐
networking websites,
k b
especially when one should
be working, or When you
be working ” or “When you
spend all days at your job on
social networking sites such
g
as facebook,myspace and
twitter.”

47. Research says…
"One day at work they took away our tools, like
One day at work they took away our tools, like
Facebook, Pandora, Bebo, NPR. Work is slow
now, cold and boring." —STEVE RESSLER, 27,
TAMPA, FLORIDA
In a social environment based on networked individualism, the
internet s
internet’s capacity to maintain and cultivate social networks has real
payoffs (in the workplace).”– “The Strength of Internet Ties” Report

48. Sooooo….
Social Notworking is a
managerial problem, not a
technology problem.
If a salesman spends his day
making personal phone calls
rather than phoning potential
customers, the solution is not
to take away the phone. The
solution is to make clear what
is and is not acceptable
i di t t bl Discussion at AICPA Leadership Academy
behavior and… Chicago, July, 2009

49. Risk Management
• Educate & train your staff
• S t
Set security & usage policies
it & li i
• Restrict Access during certain
times (if you have to)
• Monitor – using search &
g
google alerts

50. Next steps…
1. Educate yourself –
www.cpalearning2.com
2. Create your digital footprint. Create
y g p
profiles on Facebook, LinkedIn and
Google.
3. Start listening. Use Google Reader or
Bloglines to begin reading thought
to begin reading thought
leaders in your profession or areas of
interest.
4. Continue listening. Create your Twitter
listening. Create your Twitter
account and follow your profession and
areas of interest.
5. Start sharing. Create a blog and record
your thoughts.
h h
6. Share. Recognize and promote the
people you find interesting.

51. Educate yourself
http://www.cpalearning2.com

52. You can…Ignore it
Fight it or
Fight it or
Harness it’s power

53. Third, Communicate Visually

54. visual communication
is
more
effective

55. 90
6x Retention
80
70
60
50
40
30
20
10
0
Oral Visual Oral + Visual
Source: ”Presenting Effective Presentations with Visual Aids,” U.S. Department of Labor, OSHA Office of Training and Education

56. 83%
of learning occurs visually
Source: ”Presenting Effective Presentations with Visual Aids,” U.S. Department of Labor, OSHA Office of Training and Education

57. 67%
more persuasive
p
Source: ”Effectiveness of Visual Language Presentations,” MacroVU, Inc., www.macrovu.com.

58. 80%
increase in willingness to read
using color visuals
Vs.
Source: Ronald E. Green: “The Persuasive Properties of Color” Marketing Communications

59. MAP it! think, plan act learn
think plan, act, learn…
http://www.mindjet.com/cpas/mj.aspx

60. CPA
templates
to help
p
you with...

61. connect your productivity tools

62. Fourth, Learn XBRL

63. Transparency Now! – A Wired Manifesto
Nevada
N d FDIC
Oregon SEC
http://www.xbrl.org
Source: Wired magazine 17.03 March, 2009

64. XBRL is already here!
• FDIC
• SEC
• Oregon
• Netherlands Australia New Zealand
Netherlands – Australia – New Zealand
• Nevada

65. 1. I2A Insights to
Action
2. Social media
3. Communicate
visually
4. XBRL
Use
U your new skills +
kill
technology…
technology
to innovate to lead!

66. Accounting Professional 2.0
1. Learning & staying
1 L i & t i
on the cutting edge
2. Managing my
2 M i
career
3. Doing my work
3 D i k
4. Interacting with
peers
5. Becoming a leader
in my field
i fi ld
Allen Blue – Linked In

67. Create your future!
http://www.bizlearning.net/learningcenter/
http://www bizlearning net/learningcenter/
http://www.bizlearning.net/learningcenter/customizedtraining/event_detail_inHouse.cfm?eventid=09IASTS

68. Questions?
Technology
Tools for
Leaders

69. Tom Hood, CPA.CITP
CEO
Maryland Association of CPAs
Business Learning Institute
(443) 632‐2301
E mail tom@macpa org
E‐mail tom@macpa.org
Web http://www.macpa.org
Blog http://www.cpasuccess.com

70. MACPA resources
• CPA Spotlight, our daily blog
www.CPASuccess.com
• CPA Spotlight, our weekly podcast
www.macpa.org/podcast
• Other MACPA blogs:
• www.CPALegislativeInsider.com
• www.NewCPAs.com
• www.TCPAblog.com
• CPA Learning 2, a Web 2.0 playground by CPAs for CPAs
www.CPALearning2.com

71. Tools
• I2A – Insights to Action – a strategic thinking system
– http://www.bizlearning.net/learningcenter/customizedtraining/event_detail_inHouse.cfm?eventid=09IASTS
• CPA Vision project
CPA Vision project
– http://www.cpavision.org
• Social media – How are CPAs using social media
Social media How are CPAs using social media
– http://www.cpasuccess.com/2009/09/how‐are‐cpas‐using‐social‐media.html
– Social Media Quick Start Program
– http://www.bizlearning.net/learningcenter/customizedtraining/event_detail_inHouse.cfm?eventid=09SOCMED
• XBRL
– http://www.xbrl.org
– Blog posts from CPA Success
– http://www.cpasuccess.com/2009/06/xbrl‐and‐government‐a‐marriage‐made‐in‐nevada.html
– http://www.cpasuccess.com/xbrl/
• Mindmanager CPA edition
Mindmanager CPA edition
– http://www.mindjet.com/cpas/mj.aspx

72. CPAs and Social Media – Passing Fad
or Valuable Tool?
or Valuable Tool?
Tom Hood, CPA.CITP
CEO & Executive Director
Maryland Association of CPAs
http://www.MACPA.org
tom@macpa.org
t @
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