Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.

1. SOCIAL MEDIA ROI
SESSION E-1
Brian D. Swanson - Flashpoint
Marketing

2. Speaker Introduction
 15 Years Accounting Marketing &
Business Development Experience
 Former Big 4 & Regional Firm Marketing
Director
 SEMPO Certified in Internet Marketing
 SEMPO Certified in Advanced Search
Engine Optimization
 5 Years Social Media Marketing

3. Group Audience Poll
How Many Are Currently Using Social Media
to Market Your Firm?

4. How Social Media Works
Let’s Get Very Specific Today!

5. Purpose of Social Media

6. Functions of Social Media
Purpose for Using Social Media:
 Enhance Search Engine
Optimization(SEO)
 Share Thought Leadership
 Engage Clients & Prospects
 Recruiting
 Manage the Firm’s Brand – Informal
Access
 Advertising - LinkedIn

7. Focus & ROI
How You Use Social
Media Will Determine
How You Measure ROI
Let’s Discuss Strategy!

8. Effective Social Media Marketing
What are you
sharing?
Engaging
Content
Proper
Targeting
Where are you
sharing it?
Measurement
How are you
measuring
activity?
Interaction
How are you
interacting?

9. How Do People React?
How Alluring is The Content Your Sharing?

10. Assess Your Existing Content
Reflect on Your Content:
 Us versus You
 Audience Relevant versus Irrelevant
 Overly Technical vs. Common Language
 Current Events versus Months Old News
 Interactive vs. Static
Social Media is The Tool Through Which Content is Shared!

11. Develop A Strategy
• What is/are the objectives of our strategy?
• Who Are You Targeting – Different Platforms for
Different Targets (Recruiting, Clients, etc.)
• What Type of Content Does Our Target Want?
• What Information is Our Audience Searching
For?
• How is Our Content Reinforcing Our Brand
Promise?

12. Social Media Examples

13. Social Media Examples

14. Content Sharing Ideas
• News – Firm or Industry
• Behind the Scenes Content
• Top 10 Lists
• Presentations
• Infographics
• Videos & Images
• Stats & Facts – Industry Studies, Surveys

15. Proper Targeting
There Are So Many Social
Media Platforms Available
Where Should You Be
Targeting Your Efforts?
Should I Invest Time On
New Platforms?

16. Social Media Participation
Assess How Your Audience Spends Their
Time

17. Most Effective Platforms
• Facebook – 845 Million Users
• Twitter – 300 Million Users
• LinkedIn – 135 Million Users
• Google Plus – 62 Million Users
• YouTube – 3 Billion Video Views Everyday

18. Talking vs. Conversation
Are You Engaging Your Social Media Audience?

19. Your Approach Creates Value
Reflect on Your Approach:
 Manually vs. Auto Managed
 One Person vs. Multiple People
 Commercialized vs. Authentic
 Business vs. Personal Focus
 Firm Centric vs. Topic/Audience Centric
 Questions/Surveys vs. Firm News Items

20. Authenticity
 Focus On Audience - Individualized
 Listen To Your Audience - Content
 Interact With Followers– Respond to
Posts, Comments, Re-Tweets, etc.
 Genuine & Consistent Content
 Create A Good Experience – Keep Them
Coming Back

21. Strike A Balance
Marketing Authenticity &
Engagement
The
Sweet
Spot
There Is a Proper Balance For Your Audience!
Authentic vs.
Transparency

22. Authenticity Examples
Demonstrating The
Firm’s Commitment to
The Community

23. Authenticity Examples

24. Group Audience Poll
How Are You Currently Measuring ROI for
Social Media?

25. Measuring Return

26. Measuring Return
Important Social Media Metrics:
 Mentions
 Sentiment
 Reach - Fans/Connections
 Action - SEO Impact
 Introductions Made
 Questions Answered
 Engagement - Number of Leads

27. Measuring Return

28. Google Analytics
Provides Metrics
on How Social is
Impacting SEO
Click Here to
View Social
Analytics

29. Google Analytics
Very Detailed Traffic
& Site Performance
Metrics

30. Google Analytics

31. Facebook Insights

32. LinkedIn Analytics

33. LinkedIn Analytics

34. Twitter Analytics
Favorites
Mentions

35. In Perspective
Key Takeaways
 Measurement = on How You Use Social Media
 Leverage Effective Content for Sharing
 Interaction - Be Authentic and Audience Centric
 Right Platform = Right Engagement
 Measuring Return is Not Always “Black & White”
 Platform vs. Global Measurement Tools

36. Questions
Brian Swanson
Flashpoint Marketing
bswanson@flashpointmarketing.biz
612-886-3561