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Social Media & CPAs NYSSCPA


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Social Media - Passing Fad or Valuable Tool - Update for NYSSCPA Higher Education Conference on March 25, 2011.

Using case studies from CPAs using social media, MACPA's experience with three major benefits - communication, marketing, and learning. Also featuring our groundbreaking work in Second Life with the AICPA Tech + Conference adn XBRL International

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Social Media & CPAs NYSSCPA

  1. CPAs & Social Media – Passing Fad or Valuable Tool 2011 NYSSCPA Higher Ed Conference New York, NY March 25, 2011 Tom Hood, CPA.CITP CEO Business Learning Institute Maryland Association of CPAs
  2. Will the pace of change increase or decrease? Will complexity increase or decrease?Welcome to the New Normal
  3. “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 2010 in 1890, if it is 7x fasterit would be like planning for 2010 in 1670.” -Expert on Education Panel, The Aspen Institute
  4. We feel overwhelmed by a big wave of changes The 5 C’s• Competition• Compliance• Convergence• Change• Complexity
  5. Three Drivers of Change WEB 2.0 THE NET GENERATI ON Wikinomics - The New Economic Order Inspired by Don Tapscott
  6. Turbulent times require new skills and new ways of thinking“You can’t stop the waves, but you can learn to surf” - Jon Kabat-Zinn Photo: Pratt’s surfing page
  7. Meet your future employees? “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
  8. Generation Gap? Or Generation Lap? One third (35%) of American adult internet users have a Generations profile on an online social network site, 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”
  9. Eight Net Gen Norms1. Freedom – The freedom to work when and where you want2. Customization – My job my life3. Scrutiny – I know what you did last night4. Integrity – Be a good company to work for5. Collaboration – Teamwork6. Entertainment – Work should be fun7. Speed – Let’s make things happen now!8. Innovation – Let me invent
  10. To be a guild master in a game like World ofWarcraft, you need to be able to create a vision, find recruits and give them a platform on which tolearn, and orchestrate the groups strategy. To me, it sounds a lot like the skills a corporate executive
  11. Why we are here...
  12. Fear? What if informal & social learningcould be the key to success in this new normal?
  13. The challenge is how to position our organizations for L > C “To keep pace in your industry, let alone as aleader, requires your rate L>C of LEARNING to be greater than, or equalto, the rate of CHANGE.”
  14. Learning 2.0 Tools
  15. The New Math Social Networking (Old)+ Social Media (New)= A change in the way we build relationshipsSource: Matt Goddard, CEO R2integrated
  16. Social Media supplements & extends the Social Network
  17. Old School vs. New SchoolChamber of Commerce Class Reunions Friends and Family E-mail Industry Meetings Newsletters
  18. It’s about the Network Effect Metcalf’s Law "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."
  19. Get found – Digital Footprints
  20. Marketing Strategy 2.0 Website e-mail Twitter newsletters Social Blog Networks Source: MACPA & Business Learning Institute
  21. James Carroll, CPAWebsite Facebook Twitter
  22. How one small firm got on the WSJ? “I think today demonstrated the valueof the social networks (Facebook, Twitter, etc.) and their ability to spreadthe word. Encouraging others to read our materials and help us with our mission to Bury the Billable Hour” - Dan Morris, CPA from Verasage BlogWebsite Blog Twitter
  23. Time to pay attention?
  24. Bill TomMACPA’s Journey
  25. MACPA’s Social Media Map45,000 views 900+ connections 450 connections43,000 views 2,943 followers 450 members Top Accounting Blogs Top 75 Business Blogs - 2010 34
  26. Our journey started with blogging
  27. Social Media connects us to thought leaders
  28. Learning 2.0The connected learner
  29. AICPA Leadership Academy
  30. Social Media Engages & Shares Insights 35
  31. Social Media can take notes! 36
  32. The learning continues by using social media tools to connect the learners
  33. Using a blog to support continuousinformal learning - AICPA EDMAX
  34. Comments on BizLearningBlog include a participant and author of book Jane Bozarth - author
  35. Twitter during the event, slideshare & blog post-event
  36. Building “Real” Relationships
  37. Blogs supporting training
  38. Communication
  39. Accounting Education Pavilion
  40. 2009 AICPA Tech-Plus ConferenceVideo: “CPAs in Second Life at the AICPA Tech + Conference,” from the Maryland Association of CPAs:
  41. We learned that social media can be a valuable leadership tool Web 2.0 Association 2.0Leadership 2.0
  42. The world is changing From: To:• Hierarchy • Network• Command & Control • Connect & Collaborate• Experience Curve • Collaboration Curve• Lecturer • Facilitator• Push • Pull
  43. Next Steps - It’s all about you!1. Create a digital footprint2. Start listening3. Make friends4. Create & Share5. Recognize & Reciprocate
  44. CPA Learning 2.0 – The first self-directed learning tool for CPAs• Got Permission from http://www.cpalearning2.comHelen Blowers atLibrary Association toborrow with attribution- Bill Sheridan & Tom Hood worked on exercises and used blog to support self- directed learning- Oct, 2007 Staff volunteered to “do it”- Feb, 2008 Staff completed (95% participation)- Opened up to the world
  45. Top Ten Learning Technologies 1. Twitter – micro-updating tool 2. YouTube – video hosting and sharing tool 3. GoogleDocs – online collaboration tool 4. Delicious – social bookmarking tool 5. Slideshare – presentation hosting and sharing tool 6. Skype – instant messaging and VoIP call tool 7. Google Reader – RSS feed reader 8. Wordpress – blogging tool 9. Facebook – social networking site10. Moodle – course management system Source:
  46. It is really about peopleLearning + Leadership x New Tools > C
  47. The Leader’s job is... To provide hope & inspiration and tomake your follower’s feel stronger and more capable
  48. Tom Hood, CPA.CITP CEO Business Learning Institute Maryland Association of CPAs http://www.bizlearning,net (800) 888-481-3500 Follow me on: Twitter: LinkedIn: Facebook: Plaxo: Slideshare: Youtube: Second Life avatar name: Rocky Maddaloni