leveraging social media to develop your company

Leveraging Social Media to Develop Your Company’s Brand

Brought to you by the AICPA Young CPA NetworkApril 25, 2012

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Brian Swanson, MBA

14 Years in Accounting Marketing

MBA in Finance & Accounting

Marketing Experience at Big 4 & Regional CPA Firms

SEMPO Certified - Search Engine Marketing

SEMPO Certified in Advanced Search Engine Optimization

Digital Media Committee – AAM Association of Accounting Marketing

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Agenda

Social Media & Branding

Taking Your Brand Digital

Developing a Social Media Plan

Major Social Media Platforms

Measuring Engagement

Putting It Together

Questions

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Taking Your Brand Digital

What Is Social Media Marketing?

Attracting Interest

Engaging Stakeholders

Sharing Traffic

Generating Content

Building Relationships

It’s the New ‘Word of Mouth’ Marketing

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Social Media & Branding - Benefits

How Social Media Can Help You!

Build Meaningful Relationships

Brand Awareness

Client Loyalty

Builds Brand Trust

Reputation Management

Increases Search Visibility

Free to Participate!

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Social Media & Branding – The Facts

Why is Social Media Important?

Source: http://aytm.com/blog/research-junction/branding-and-how-it-works-in-the-social-media-age/Information also obtained from Nielsen Ratings

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Social Media & Branding – The Facts

Source: http://aytm.com/blog/research-junction/branding-and-how-it-works-in-the-social-media-age/Information also obtained from Nielsen Ratings

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What Happens Next?

A Social Media Plans Is Necessary To Guide Efforts!

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Developing A Social Media Plan

Key Components Include:

Goals – What Do You Want to Accomplish?

Engagement – Content Strategy

Time – When & How Often will You Be Online?

Assignment – Who will Execute the Plan?

Conversation – How will You Encourage & Manage Conversation?

Interest – How Many People are Being Engaged?

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Developing A Social Media Plan

Define Your Goals – Determine Direction

Branding

Reputation Management

Employee Engagement

Client/Referral Partner Engagement

Recruiting

Press Engagement

Promotions

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Developing A Social Media Plan

Establish A Content Strategy

Voice – Everything Posted Should Sound Like Your Brand - (Corporate vs. Personal)

Timing – Have a Content Calendar Highlighting When You Will Discuss What Topics (Google Trends)

Audience – Understand Your Audience and Why They Follow You – Provide Content That Speaks to Them

Offer Solutions – Use Social Media to Offer Advice on Issues the Audience May Be Facing

Authenticity – It is Essential to Be Authentic

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Developing A Social Media Plan

Importance of Authenticity:

Not Authentic - “Tax season is approaching! Refer a friend for 10% off your preparation fees.” Timing – Have a Content Calendar Highlighting When You Will Discuss What Topics (Google Trends)

Authentic – Tax season is approaching! We’re up for a challenge, what’s your toughest tax question?”

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Developing A Social Media Plan

ALWAYS AVOID (BLATANT) SELF PROMOTION

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Social Media Examples - Effective

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Social Media Examples - Effective

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Social Media Examples – Ineffective

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Social Media Examples – Ineffective

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Developing A Social Media Plan

Define Your Time Investment

Stay Focused on Your Goals

Define Your Daily S.M. Tasks

Limit Your Attention

Plan S.M. Efforts Into Your Day

Keep Track of Your Time

Remember to Stop

Monitor Engagement – Acknowledge

Start Small & Progress

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Developing A Social Media Plan

Identify Who Will Execute The Plan

Marketing?

Professional Staff?IT?

Partners?

Human Resources?

Outsourced Provider?

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Developing A Social Media Plan

How Are People to Be Engaged?

Don’t Speak Through Canned Messages (Be Authentic)

Offer Solutions

Giveback & Reciprocate

Consistently Create & Subtly Reinforce Your Value

Participate In Others Social Media Outlets – Don’t Just Focus On Yourself

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Developing A Social Media Plan

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Wait Not So Fast!

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Social Media Platforms

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Social Media Platforms

#1 Visited Site Worldwide

200 Million Users

Wide Acceptance

Broad Demographics

Page Oriented – Active

Mobility

Brand Development/ Recruiting/Press Engagement

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Social Media Platforms

50 Million Tweets per Day

300 Million Users

1.6B Searches per Day

“Basic” Version of Facebook

News Oriented – Passive

Brand Development/ Employee Engagement/Press Engagement

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Social Media Platforms

Professional Social Media

150 Million Members

200 Million Companies

4.2B Searches -2011

Page Oriented - Active

Features – Groups, Questions & Company Pages

Recruiting/Prospecting/Brand Development

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Social Media Platforms

Video Sharing Site

800 Million Visitors Per Month

200 Million Companies

500 Years of YouTube Video are watched Every Day on Facebook

100 Million People Take a Social Action on YouTube (Likes, Shares) Every Week

500 Tweets per Minute Containing a YouTube Link

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Social Media Platforms

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Measuring Engagement

The Key to Your Success

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Measuring Engagement

Each Platform Measures Differently :

Facebook – Total Likes, Reach, Talking About This, Check Ins, Testimonials, etc.

LinkedIn - Followers, Number of Posts, Likes

Twitter – Number of Followers, Re-Tweets

YouTube – Comments, Number of Views, Shares

Google Plus – People in Your Circles, +1

Identify the Most Important Metrics To Track!

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Measuring Engagement

Key Metrics to Assess Monthly:

Audience Growth – Increase in the number of followers, subscribers, readers, etc.

Activity – Number of posts, tweets updates, and comments

Engagement – Number of re-tweets, link backs, user comments, likes, shares and conversations.

Web Traffic - Determine how many visitors came to your firm website from social media platforms. (Bit.Ly)

Lead Generation – The total number of leads that come from social media efforts.

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Measuring Engagement

Website Lead Tracking

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Putting It Together

Take A Focused Approach:

Identify A Clear Objective

Select the Proper Platform

Start Small – K.I.S.S.

Stick to Your Plan

Ensure A Consistent Flow of Content

Develop/Leverage Measurement Process

Make Adjustments as Needed

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Contact Info

Brian Swanson – Flashpoint Marketing

bswanson@flashpointmarketing.biz

Twitter: @bswan775

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Questions

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2012 AICPA Leadership AcademyOctober 1-4, 2012

The program offers promising young CPA professionals a unique opportunity to dive into experiential strategic leadership exercises and forge a valuable network of relationships with thought leaders and promising professionals across the country in an intimate and interactive setting.

Visit www.aicpa.org/leadershipacademy for program details and applications.

Application period ends May 15th.

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Maximo Mukelabai Award

Nominations due May 15 for AICPA Maximo Mukelabai Award The 2012 Maximo Mukelabai Award recognizes a young CPA who has demonstrated outstanding service towards the advancement, stewardship and promotion of the accounting profession and selfless contributions to the community. Maximo Mukelabai was a member of the inaugural class of the AICPA Leadership Academy. Tragically, his life ended abruptly at the age of 36. He was an extraordinary individual filled with passion, intellect and inspiration; traits immediately recognized by anyone who met him. Mukelabai was the youngest and first African-American chair for the North Carolina Association of CPAs board of directors. Peers, AICPA staff, employers or state CPA society liaisons may submit nominations for the annual award until May 15, 2012. Self-nominations are not accepted. For more information and to access the application, visit Maximo Mukelabai Award webpage.

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Find tools to help become a CPA, such as:

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Resource The Inside Track to Careers in Accounting

The Inside Track to Careers in Accounting is designed to help new accounting professionals and students interested in accounting expand their understanding of what CPAs do and navigate the numerous opportunities that are available.  This book  focuses on careers in• Public accounting• Corporate accounting• Government accounting• Nonprofit accounting• Academics• Starting your own business as a sole practitioner

Detailed job descriptions, typical salary ranges and career trajectories, plus invaluable background information, history, and personal insights are provided for each career path. In addition, the book includes interviews with more than 50 CPAs from every corner of the profession who share their insights on career choices, succeeding as a CPA, and the future of the profession. The companion CD contains full transcripts of each interview.

Available at www.cpa2biz.com