leveraging social media to develop your company
TRANSCRIPT
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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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.
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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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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
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