Webinar presentation given to members of the Virginia Society of Certified Public Accounts on using social media for professional success.

1. Social Media for Professional Success
Tina Lambert, CAE, VSCPA Vice President
VSCPA Webinar
October 2, 2009

2. What the heck is Web 2.0
& social media?

3. BlackPlanet.com, Flickr.com , Reunion.com, aSmallWorld, Bebo , Blue Dot, Bolt, Broadcaster.com, Buzznet,
CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang,
Ecademy, eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online,
Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google , Infield Parking, IRC-Galleria, iWiW,
Joga, Bonito, Last.fm, LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,
My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,
Pownce, RateItAll , Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,
TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,
Vox, WAYN, WebBiographies, Windows Live Spaces, Woophy, XING

4. The Social Media Landscape

5. SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS
ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL INTERACTION
AND THE CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO.
http://www.wikipedia.org

6. More simply put:
“Social media
is people having
conversations online.”

7. The conversations are powered by…
• Blogs
• Online Chat & Listservs
• RSS
• Widgets
• Wikis
• Social Networks
• Social Bookmarks
• Message Boards
• Podcasts & Videocasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds

8. Why should I care about
Web 2.0 & social media?

9. Is Social Media a Fad? Socialnomics.net (Qualm)

10. Reason #1
SOCIAL NETWORKING SITES ARE
MOST POPULAR SITES NEXT TO
GOOGLE AND YAHOO – AHEAD
OF PERSONAL E-MAIL.

11. Social Media Usage is Exploding!
75% of all Americans have joined a social
networking site (MySpace, Facebook) > 99% of
18-24 year olds
7 million users > 1,382% increase in one year >
largest age group is 35-49
200 million blogs in 2009 > 77% of active
online users read a blog > 45% have started
their own blog

12. Social Media Usage is Exploding!
YouTube has 100 million videos (65,000 new
videos per day) > 83% of internet users watch
video clips
39% of internet users subscribe to an
RSS feed
55% of internet users have uploaded
photos online

13. Social Media Usage in the Workplace
69% of businesses allow employees to use
social media for business
63% use social media to build and promote
their brand
61% use social media to improve
communication and collaboration
REALITY: IT’S A MOBILE WORLD>>>

14. Social Media is a Business Changer
Social media is changing the business of
employers, long-standing industries,
marketing and communications
People trust the opinions of other people as
much as, or sometimes more than the
“experts” – and definitely more than
spokespeople
RELATIONSHIPS ARE CRITICAL TO TODAY’S
COMMERCE>>>

15. What about Social Media and CPAs?
• 54% are on LinkedIn
• 48% are on Facebook
• 21% are on Twitter
• 61% attend webinars
• 36% read blogs
• 28% listen to podcasts

16. Reason #2
IN 2008, IF YOU’RE NOT ON A
SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE INTERNET.
IBM, April 2008

17. IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT
IN THE WAY WE COMMUNICATE.
The old
communication
model was a
MONOLOGUE.
A >>> B

18. The new communication model
is a DIALOGUE. A<<<>>>B

19. Reason #3
SOCIAL MEDIA HAS BECOME A
FUNDAMENTAL PART OF GLOBAL
BUSINESS AND WILL CONTINUE TO
ALTER THE CONSUMER EXPERIENCE.
John Burbank, CEO of Nielson Online, March 2009

20. Welcome to the future…
McCann Study on Social Media Trends, April 2008

21. By 2010, MILLENIALS/GEN Y-ERS
will outnumber BABY BOOMERS.
They already wield $350 BILLION/
YEAR in direct spending power.

22. Meet your FUTURE EMPLOYEES.
Over 64% of students in
grades K-12 are online
and accessing the
internet regularly
Downloading music is #1
recreational activity by
middle and high school
students

23. What are some of the advantages
of Web 2.0 & social media?

24. Old way… New way…
• Controlled • Transparent/open
• Organized • Inclusive
• Exclusive • Authentic
• One sided • Vibrant
• Product-driven • Consumer-driven
Only 14% of 78% of people trust
people trust RECOMMENDATIONS
ADVERTISEMENTS. of other consumers.
A >>> B A<<< >>> B

25. For the first time, it’s all about ME!
• What I want to talk
about
• Who I want to talk to
• What I want to say…
about them

26. And it’s also about US!
Our relationships! What we want to say!

27. Some more ADVANTAGES…
• Cheaper than traditional media
• Stickier than traditional media
• Viral nature
• Highly interactive
• Highly visible
• Global
• Can quickly change, morph
and respond to environment
and feedback

28. And more ADVANTAGES…
• Enhance your professional
networks and competency
• Get information faster and
in more digestible formats
• Connect to other CPAs
• Connect to other business
colleagues
• Connect to your
professional associations

29. The NEW MATH…
Social Networking (OLD)
+ Social Media (NEW)
------------------------------------------------------------
= A change in the way we BUILD
RELATIONSHIPS

30. Perceived BARRIERS…
• Fear of “the negative”
• Legal
• Time
• Return on investment
• Measurement

31. Overcoming BARRIERS…
• The negative conversation is
happening WITH you or
WITHOUT you
• “Direct” response in crisis
• Start slow and build –
monitor at the very least
• Set goals for followers,
friends, etc.
• Set goals/plans for social
media tool you are using

32. How do I get on the
Web 2.0 & social media train?

33. A. Listen
• Immerse yourself in conversations
• Visit social sites to observe
• Ask your coworkers, kids who…
B. Participate
• Remember it’s a dialogue not a
monologue
C. Getting Started
• Set up a profile
• Friend 25 people you know
• Begin to converse

34. D. Traffic Signs
• Privacy: Customize what the public and your 'Friend' lists can
see about you (professional v. personal)
> Create ‘Friend’ groups
> Edit privacy settings
• Etiquette: Once you’re riding the social media highway,
remember to obey common internet traffic rules of thumb
• Policy: Obey or set company guidelines for participation

35. www.facebook.com

36. www.facebook.com

37. www.linkedin.com

38. www.twitter.com

39. www.mystarbucksidea.com

40. www.amazon.com

41. How is the VSCPA involved
in Web 2.0 & social media?

42. New MULTIMEDIA & ONLINE OFFERINGS
to enhance membership
> RSS
> Podcasts
> Blog (CPACafe.com)
> Microblog (Twitter)
> Photo sharing (Flickr)
> Video, Videocasts (YouTube. Coming Soon!)
> Social networking (LinkedIn, Facebook groups)
> Online communities targeted to different practice areas,
including e-mail listserves
> And more! Visit “Social Media” section of www.vscpa.com

43. VSCPA RSS Feeds: www.vscpa.com/rss

44. VSCPA Podcasts: www.vscpa.com/podcasts

45. VSCPA Blog: www.cpacafe.com

46. VSCPA Twitter Account: @VSCPANews

47. VSCPA Flickr: www.flickr.comphotosvscpa

48. VSCPA Facebook and LinkedIn Groups
Once logged in, visit
“groups” and search
for “Virginia Society
of CPAs”

49. VSCPA Online Communities:
www.vscpa.com in “Members Only”

50. OTHER social media for CPAs
• Wiki: www.wikicpa.com
• Blogs: www.cpacafe.com > www.cpablogger.com >
www.cpasuccess.com > http://bigfouralumni.blogspot.com/
• Videos & Media: www.financialfitness.com >
www.aicpa.org/Media+Center/ > www.feedthepig.com
• Learning: www.cpalearning2.com

51. RESOURCES on social media
Blogs
•www.TypePad.com
•www.WordPress.com
•www.BlogLines.com
Microblogging/Tracking
•Twitter: www.Twitter.com
•TweetDeck: www.TweetDeck.com
•TwitterBerry: www.orangatame.com/products/twitterberry/
•HootSuite: www.HootSuite.com
•Tweetie: www.atebits.com/tweetie-iphone/
•Hashtag: http://hashtag.org
•Google Alerts: www.google.com/alerts

52. RESOURCES on social media
Social networks
•Facebook: www.Facebook.com
•LinkedIn: www.LinkedIn.com
•Plaxo: www.Plaxo.com
•HubStreet: www.HubStreet.com (a new one for CPAs and
lawyers)
Multimedia sharing sites
• YouTube: www.YouTube.com (videos)
• Flickr: www.Flickr.com (photos)
• Picasa: Picasa.Google.com (photos)
• SlideShare: www.Slideshare.com (slidedecks)

53. RESOURCES on social media
Podcasting
• iTunes: www.apple.com/itunes (for finding and listening to
podcasts)
• Audacity: audacity.sourceforge.net (for recording / editing
podcasts)
Wikis
• PB Wiki: www.PBWiki.com
• WikiSpaces: www.WikiSpaces.com
Virtual worlds
• Second Life: www.SecondLife.com

54. CONNECT with me/us
Tina Lambert, CAE
VSCPA Vice President, Member & Public Relations
• Phone: (804) 612.9416
• E-mail: tlambert@vscpa.com
• Web: www.vscpa.com
• LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com and search for “Virginia Society of CPAs”
• Facebook: www.facebook.com/TinaLambert1
www.facebook.com and search for “Virginia Society of CPAs”
• Twitter: www.twitter.com/TinaLambert
www.twitter.com/VSCPANews

55. THANK YOU
very, very much!