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How	  to	  Tip	  the	  Adop-on	  Curve	  Using	  Social	  Media	  to	  Interact	  with	  CPAs	  Tom	  Hood,	  CPA.CITP.CGM...
Tom	  Hood	  CEO	  of	  MACPA	  &	  BLI	  •  Named	  Fourth	  Most	  Influen-al	  Person	  by	  Accoun-ng	  Today	  •  Top	...
hYp://www.slideshare.net/thoodcpa	  And	  on	  our	  blog	  at	  hYp://www.cpasuccess.com	  Download	  Today’s	  Preso	  o...
ROA!	  
Tip	  the	  adop-on	  curve	  with	  social	  media	  (the	  MACPA	  way!)	  	  -­‐	  	  	  	  	  20,000	  	  	  40,000	  ...
Virtual	  Connec-ons	  –	  Real	  People	  
Can	  We	  Bend	  the	  Adop-on	  Curve?	  Adoption of almost everything happens along a bell curve according to Geoffrey ...
Finding	  the	  early	  adopters…	  On	  the	  Cover	  of	  a	  Magazine?	  •  BCG	  &	  Company	  –	  blogs,	  twiYer	  •...
Use	  Social	  Media	  to	  turn	  the	  bullhorn	  around	  
Three	  authors	  ReTweeted	  this	  blog	  post	  which	  men-oned	  their	  books…	  hYp://www.cpasuccess.com/2012/01/th...
Tipping	  the	  adop-on	  curve?	  
MACPA s Journey	Tom	Bill	#1 Tom & #2 Bill – Jan 2013
34MACPA’s Social Media Map145,714 views80,568 views450 members4,966 followers2,049 connections571 connectionsTop 50 Busine...
Five	  Ways	  to	  Get	  started…	  1.  Create	  your	  digital	  footprint	  (Linked-­‐In,	  Facebook,	  Google	  +,	  Tw...
Slideshare	  –	  blog	  –	  twiYer	  Linked-­‐in	  -­‐	  Facebook	  Social	  Media	  &	  CPAs	  -­‐	  gekng	  an	  ROI	  f...
The	  conversa-on	  con-nues…	  hYp://cpa.tc/214	  	  
Why	  is	  TwiDer	  important?	  Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  1.  Informa-on	  2.  Ci-z...
GeJng	  started	  Step	  1:	  Create	  your	  account	  Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  
GeJng	  started	  Step	  2:	  Check	  your	  sekngs	  Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Be	  a	  power	  follower!	  	  	  
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Check	  out	  TwiYer’s	  own	  sugges-on...
TwiDer	  basics	  Create	  some	  lists	  Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Step	  2:	  Listening	  	  What	  are	  ...
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Step	  3:	  Twee-ng	  and	  retwee-ng	  ...
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Step	  4:	  URL	  shorteners	  	  •  Bit...
Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  TwiDer	  basics	  Step	  5:	  Direct	  messages	  	  They’...
How to Crush a ConferenceUsing TwitterInspired	  by	  Dr.	  Janet	  Corral	  	  
Inspired	  by	  Dr.	  Janet	  Corral	  	  
Inspired	  by	  Dr.	  Janet	  Corral	  	  Quote thekeynotespeaker!
Start with the ConferenceHashtag #MDSUMMIT13!
Check it out now#MDSUMMIT13!
Follow the(Thought)leaders!@ronaldbaker	  @jenniferwarawa	  @tmackintosh	  @donnyitk	  @byron_cpa	  @jodypadarcpa	  @FAFno...
Follow theSponsors& Press!@CPA2Biz	  @SageNAmerica	  @SageAccountants	  @CCH_Whats_New	  @Ziptr	  @Byron_CPA	  @Accoun-ngW...
Connect to ourTechnology Providers!@teamflybits	  @conferencesio	  @getgroupsystems	  @macpa	  	  
Advanced	  TwiDer	  1.  Third-­‐party	  tools	  •  TweetDeck	  •  HootSuite	  •  Twhirl	  •  Mobile	  apps	  Bill	  Sherid...
Advanced	  TwiDer	  Bill	  Sheridan,	  CAE	  The	  Business	  Learning	  Ins>tute	  
Case	  Study	  –	  MACPA	  Beach	  Retreat	  The	  next	  three	  slides	  show	  the	  way	  you	  can	  use	  social	  m...
TwiYer	  during	  the	  event,	  slideshare	  &	  blog	  post-­‐event	  
S-ll	  not	  convinced?	  ROA	  not	  ROI	  Top	  #’s	  for	  last	  2	  weeks:	  Reach	  157,631	  Impressions	  133,151	  
•  Cloud	  •  Mobile	  •  Social	  •  Value-­‐added	  •  Collabora-ve	  •  Big	  data	  What’s	  Next?	  Social	  Business...
Innova-on	  adop-on	  =	  Social	  Networks	  	  “The	  degree	  to	  which	  an	  individual	  in	  a	  social	  network	...
And	  remember…	  Tom’s	  Top	  two	  rules	  of	  Social	  Media:	  	  Rule	  #	  1	  –	  It’s	  not	  about	  you.	  	  ...
Tom	  Hood,	  CPA.CITP	  CEO	  Maryland	  Associa>on	  of	  CPAs	  Business	  Learning	  Ins>tute	  (443)	  632-­‐2301	  E...
If	  you	  need	  help	  BLI	  program:	  Social	  Media	  Strategy	  &	  Quick	  Start:	  Developing	  and	  Implemen-ng	...
Ten	  things	  to	  know	  about	  Social	  Media?	  1.  Thought	  Leadership	  (Jody	  Padar	  example)	  2.  Engagement	...
MACPA	  Social	  Media	  Policy	  hYp://cpa.tc/21c	  	  •  Based	  on	  social	  media	  best	  prac-ces	  •  Tied	  to	  ...
www.hootsuite.com	  
www.klout.com	  
Tom	  Hood,	  CPA.CITP	  CEO	  Maryland	  Associa>on	  of	  CPAs	  Business	  Learning	  Ins>tute	  (443)	  632-­‐2301	  E...
Resources:	  ü  TwiYer:	  twiYer.com	  ü  TweetDeck:	  www.tweetdeck.com	  	  ü  Twhirl:	  www.twhirl.org	  	  ü  Hoot...
Recommended	  Reading	  •  The	  Corporate	  Blogging	  Book	  by	  Debbie	  Weil	  •  Crush-­‐It	  by	  Gary	  Vaynerchuk...
Tipping the Adoption Curve - How to Reach CPAs Using Social Media #MDSUMMIT13
Tipping the Adoption Curve - How to Reach CPAs Using Social Media #MDSUMMIT13
Tipping the Adoption Curve - How to Reach CPAs Using Social Media #MDSUMMIT13
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Tipping the Adoption Curve - How to Reach CPAs Using Social Media #MDSUMMIT13

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Social CEO, Tom Hood of the MACPA presents a special session for sponsors of the #MDSUMMIT13 MACPA Innovation Summit covering how to tip the adoption curve using social media to reach CPAs. Using twitter as a tool to connect and collaborate, Tom shares his insights into how sponsors can use twitter and other social media tools to connect to CPAs.

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Tipping the Adoption Curve - How to Reach CPAs Using Social Media #MDSUMMIT13

  1. How  to  Tip  the  Adop-on  Curve  Using  Social  Media  to  Interact  with  CPAs  Tom  Hood,  CPA.CITP.CGMA  CEO  Maryland  Associa-on  of  CPAs  Business  Learning  Ins-tute  #MDSUMMIT13  Special  Session  for  Sponsors  &  Exhibitors  
  2. Tom  Hood  CEO  of  MACPA  &  BLI  •  Named  Fourth  Most  Influen-al  Person  by  Accoun-ng  Today  •  Top  25  Influencers  in  Learning  &  HR  by  HR  Examiner  •  Top  25  Public  Accoun-ng  Thought  Leaders  by  CPA  Prac-ce  Adviser  •  Working  on    Learning  Management  with  AICPA/CPA2Biz,    Cloud  Curriculum,  Performance  Management  /XBRL,  Leadership  &  Genera-ons  Tom Hood, CPA, CITP, CGMACEOMACPABusiness Learning Institute (BLI)hYp://www.linkedin.com/in/tomhood  
  3. hYp://www.slideshare.net/thoodcpa  And  on  our  blog  at  hYp://www.cpasuccess.com  Download  Today’s  Preso  on  
  4. ROA!  
  5. Tip  the  adop-on  curve  with  social  media  (the  MACPA  way!)    -­‐          20,000      40,000      60,000      80,000      100,000      120,000      140,000      160,000      180,000      200,000    California  Acct.  &  Bus.  Show   PSTECH   CCH  Listening  Event  Social  Media  Metrics:  Amplifica>on  MACPA  Innova-on  Summit  
  6. Virtual  Connec-ons  –  Real  People  
  7. Can  We  Bend  the  Adop-on  Curve?  Adoption of almost everything happens along a bell curve according to Geoffrey Moore.Change and ideas are no different, the key is to tip the odds in your favor and pay attention tothe numbers of people in each level of your organization and within each group.Inner CircleBought-inInformedLeadersI support itPragmatistsI’ll wait & seeSkepticsProve it to meNo-NosI don’t like this
  8. Finding  the  early  adopters…  On  the  Cover  of  a  Magazine?  •  BCG  &  Company  –  blogs,  twiYer  •  Naden/Lean  –  blogs,  twiYer  •  James  Carroll  –  facebook,  twiYer  •  Morris  &  D’Angelo  
  9. Use  Social  Media  to  turn  the  bullhorn  around  
  10. Three  authors  ReTweeted  this  blog  post  which  men-oned  their  books…  hYp://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html    
  11. Tipping  the  adop-on  curve?  
  12. MACPA s Journey Tom Bill #1 Tom & #2 Bill – Jan 2013
  13. 34MACPA’s Social Media Map145,714 views80,568 views450 members4,966 followers2,049 connections571 connectionsTop 50 Business Blogs - 2011Top AccountingBlogs – 2009, 2010, 2011,2012
  14. Five  Ways  to  Get  started…  1.  Create  your  digital  footprint  (Linked-­‐In,  Facebook,  Google  +,  TwiYer,  blog)  2.  Start  listening  (use  google  reader,  Flipboard,  Feedler  and  twiYer  to  start  listening)  3.  Make  friends  (build  your  network  and  follow  on  twiYer)  4.  Create  &  Share  (join  the  conversa-on  by  commen-ng,  Retwee-ng,  and  start  a  blog)  5.  Recognize  &  Reciprocate  (always  recognize  and  aYribute  other’s  work)  
  15. Slideshare  –  blog  –  twiYer  Linked-­‐in  -­‐  Facebook  Social  Media  &  CPAs  -­‐  gekng  an  ROI  from  your  ROA!  hYp://cpa.tc/215    Social  Media  ROI  from  ROA  -­‐  AICPA  FVS  Conference  hYp://cpa.tc/1q6    Content  is  king  and  Context  is  the  Kingdom!  
  16. The  conversa-on  con-nues…  hYp://cpa.tc/214    
  17. Why  is  TwiDer  important?  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  1.  Informa-on  2.  Ci-zen  journalism  3.  Customer  service  4.  Communica-on  /  collabora-on  
  18. GeJng  started  Step  1:  Create  your  account  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  19. GeJng  started  Step  2:  Check  your  sekngs  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  20. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Be  a  power  follower!      
  21. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Check  out  TwiYer’s  own  sugges-ons  of  whom  to  follow  …    …  based  on  your  Twi0er  and  Internet  ac4vity.      
  22. TwiDer  basics  Create  some  lists  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  23. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Step  2:  Listening    What  are  your  followers  saying?    
  24. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Step  3:  Twee-ng  and  retwee-ng    
  25. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Step  4:  URL  shorteners    •  Bit.ly  •  Goo.gl  •  Ow.ly  •  TinyURL  •  Su.pr  •  Lnk.co  •  T.co  –  TwiYer’s  built-­‐in  URL  shortener    
  26. Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  TwiDer  basics  Step  5:  Direct  messages    They’re  like  Twi0er  e-­‐mail  –  one-­‐on-­‐one  conversa4ons  in  140  characters.  
  27. How to Crush a ConferenceUsing TwitterInspired  by  Dr.  Janet  Corral    
  28. Inspired  by  Dr.  Janet  Corral    
  29. Inspired  by  Dr.  Janet  Corral    Quote thekeynotespeaker!
  30. Start with the ConferenceHashtag #MDSUMMIT13!
  31. Check it out now#MDSUMMIT13!
  32. Follow the(Thought)leaders!@ronaldbaker  @jenniferwarawa  @tmackintosh  @donnyitk  @byron_cpa  @jodypadarcpa  @FAFnorwalk  @gaperry  @tomhood  @reggiehenr    
  33. Follow theSponsors& Press!@CPA2Biz  @SageNAmerica  @SageAccountants  @CCH_Whats_New  @Ziptr  @Byron_CPA  @Accoun-ngWeb  @CPAPractAdvisor  @Accoun-ngToday  @BBJonline  @smartceo  @mddailyrecord  @GoingConcern  
  34. Connect to ourTechnology Providers!@teamflybits  @conferencesio  @getgroupsystems  @macpa    
  35. Advanced  TwiDer  1.  Third-­‐party  tools  •  TweetDeck  •  HootSuite  •  Twhirl  •  Mobile  apps  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  36. Advanced  TwiDer  Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  37. Case  Study  –  MACPA  Beach  Retreat  The  next  three  slides  show  the  way  you  can  use  social  media  to  engage  a  broader  audience  and  create  a  resource  for  par-cipants.      1.  Post  preso  on  www.slideshare.net  2.  Embed  it  and  other  resources  and  links  in  your  blog  post  3.  Tweet  it  out  and  use  the  @name  of  people  men-oned  4.  Let  the  conversa-on  con-nue!  
  38. TwiYer  during  the  event,  slideshare  &  blog  post-­‐event  
  39. S-ll  not  convinced?  ROA  not  ROI  Top  #’s  for  last  2  weeks:  Reach  157,631  Impressions  133,151  
  40. •  Cloud  •  Mobile  •  Social  •  Value-­‐added  •  Collabora-ve  •  Big  data  What’s  Next?  Social  Business?  You  have  3  years  at  most!  hYp://www.ibm.com/blogs/zz/en/  hYp://cpa.tc/socialbiz    
  41. Innova-on  adop-on  =  Social  Networks    “The  degree  to  which  an  individual  in  a  social  network  is  connected  to  other  individuals  in  the  network  (actor  centrality)  has  been  shown  to  have  a  major  influence  on  that  individual’s  adop4on  of  business  innova4ons.”                  –  Research  Report  by  Associa-on  of  American  Medical  Colleges  
  42. And  remember…  Tom’s  Top  two  rules  of  Social  Media:    Rule  #  1  –  It’s  not  about  you.    Rule  #2  –  Don’t  take  yourself  or  social  media  too  seriously  (Ben  Zander’s  Rule  #6)  
  43. Tom  Hood,  CPA.CITP  CEO  Maryland  Associa>on  of  CPAs  Business  Learning  Ins>tute  (443)  632-­‐2301  E-­‐mail  tom@macpa.org  Web  hDp://www.macpa.org  Blog  hDp://www.cpasuccess.com  Blog  hDp://www.bizlearningblog.com      Follow  me  on:  ü   TwiYer:  hYp://www.TwiYer.com/tomhood  ü   LinkedIn:  hYp://www.linkedin.com/in/tomhood  ü   Facebook:  hYp://www.facebook.com/thoodcpa  ü Plaxo:  hYp://tomhood.myplaxo.com  ü Slideshare:  hYp://www.slideshare.net/thoodcpa  ü Youtube:  hYp://www.youtube.com/thoodcpa  ü Second  Life  avatar  name:  Rocky  Maddaloni  
  44. If  you  need  help  BLI  program:  Social  Media  Strategy  &  Quick  Start:  Developing  and  Implemen-ng  a  Social  Media  Strategy  for  CPA  Firms  &  Organiza-ons    hYp://cpa.tc/8s    Let  Bill  Sheridan,  Na-onal  Thought  Leader  and  architect  of  MACPA’s  award-­‐winning  social  media  strategy,  be  your  trusted  guide  to  help  you  jump  start  your  social  media  exper-se.    In  seven  tele-­‐coaching  sessions,  Bill  will  guide  you  through  crea-ng  a  social  strategy  and  hands-­‐on  coaching  to  get  you  up  and  running  fast!  
  45. Ten  things  to  know  about  Social  Media?  1.  Thought  Leadership  (Jody  Padar  example)  2.  Engagement  with  more  member/customers  and  shared  insights  (AICPA  Leadership  Academy)  3.  Real  Time  Focus  group  4.  Communica-on  and  connec-ng  your  organiza-on  (MarrioY  Story  &  MACPA  CFO  Conference)  5.  MACPA  uses  of  social  media  6.  The  Power  of  Blogging  7.  Case  Studies  (Connec-ng  to  Thought  Leaders,  Connec-ng  to  Members  –  Books,  MACPA  Beach  Retreat  &  NE  CPE  Conference)  8.  Top  Ten  (Social)  Learning  Technologies  9.  Risk  Management  10. It  is  bigger  than  you  think  –  Social  Business  
  46. MACPA  Social  Media  Policy  hYp://cpa.tc/21c    •  Based  on  social  media  best  prac-ces  •  Tied  to  MACPA  Vision,  Purpose,  and  Strategy  •  Includes  CPA  Code  of  Professional  Conduct    
  47. www.hootsuite.com  
  48. www.klout.com  
  49. Tom  Hood,  CPA.CITP  CEO  Maryland  Associa>on  of  CPAs  Business  Learning  Ins>tute  (443)  632-­‐2301  E-­‐mail  tom@macpa.org  Web  hDp://www.macpa.org  Blog  hDp://www.cpasuccess.com  Blog  hDp://www.bizlearningblog.com      Follow  me  on:  ü   TwiYer:  hYp://www.TwiYer.com/tomhood  ü   LinkedIn:  hYp://www.linkedin.com/in/tomhood  ü   Facebook:  hYp://www.facebook.com/thoodcpa  ü Slideshare:  hYp://www.slideshare.net/thoodcpa  ü Youtube:  hYp://www.youtube.com/thoodcpa  ü Second  Life  avatar  name:  Rocky  Maddaloni  
  50. Resources:  ü  TwiYer:  twiYer.com  ü  TweetDeck:  www.tweetdeck.com    ü  Twhirl:  www.twhirl.org    ü  HootSuite:  hootsuite.com    ü  Seesmic:  seesmic.com    ü  Tweetchat:  tweetchat.com    ü  TwiYer  mobile:  twiYer.com/download      Videos:    ü  “TwiYer  in  Plain  English,”  from  CommonCrax  bit.ly/eFtxnh  ü  “How  To  use  TwiYer  for  Business  (Part  1  of  3:  Listening),”  from  AmazingVideoTours  bit.ly/g2xPgn    ü  “How  To  use  TwiYer  for  Business  (Part  2  of  3:  Engaging),”  from  AmazingVideoTours  bit.ly/f0l3G8    ü  “How  To  use  TwiYer  for  Business  (Part  3  of  3:  Twee-ng),”  from  AmazingVideoTours  bit.ly/hItoqb    Bill  Sheridan,  CAE  The  Business  Learning  Ins>tute  
  51. Recommended  Reading  •  The  Corporate  Blogging  Book  by  Debbie  Weil  •  Crush-­‐It  by  Gary  Vaynerchuk  •  The  Whuffie  Factor  by  Tara  Hunt  •  Here  Comes  Everybody  by  Clay  Shirky  •  Social  Media  Strategies  for  Professionals  and  Their  Firms  by  Michelle  Golden  

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