advanced social media: some best practices for accountants … · 2010-08-18 · advanced social...
TRANSCRIPT
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Advanced Social Media: Some Best Practices For Accountants
GSCPA 2010
Contact Information:(617)[email protected]: @617patrick
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Introduction (Part 1)
• Thanks• Handouts, “college style”
– http://www.617-PATRICK.com/gscpa.html
Copyright 2010 617-PATRICK Social Media Training
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Goals/Objectives
• You will learn more about – LinkedIn (40%)– YouTube (15%)– Facebook (10%)– Twitter (25%)
• Amber Alert – great Twitter story
– Others (10%)• Blogging• Google Advertising
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4Copyright 2010 617-PATRICK Social Media Training
Business Problems 20 Years Ago
• Want something?– Who do I know that …
• Business cards– People move…– Can’t be searched
• Advertising – expensive– TV commercials
• Word of mouth
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5Copyright 2010 617-PATRICK Social Media Training
• Scale of 1-10– 10 is expert– 1 never used it
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Strategies For Using LinkedIn?
1. Rolodex that gets updated when people move
2. Powerful research tool3. “Friends of friends” network4. More …
Copyright 2010 617-PATRICK Social Media Training
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LinkedIn Strategy #1
1. Rolodex that gets updated when people move
• Maintain relationships 2. Powerful research tool3. “Friends of friends” network4. More …
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LinkedIn Strategy #2
1. Rolodex that gets updated when people move
• Maintain relationships 2. Powerful research tool3. “Friends of friends” network4. More …
Copyright 2010 617-PATRICK Social Media Training
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Details
• If you care…• Example
– Chief Financial Officer
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LinkedIn Advanced Search
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Homework - Search People
• You can search LinkedIn profiles• “People” in upper right should say “Search
Profiles”– By name – By company, position, skill
• http://www.the-linkedin-speaker.com/blog/2009/05/04/linkedin-training-tip-search-people-search-profiles/
Copyright 2010 617-PATRICK Social Media Training
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LinkedIn Strategy #3
1. Rolodex that gets updated when people move
2. Powerful research tool3. “Friends of friends” network4. More …
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Friends = LinkedIn “Connections”
Copyright 2010 617-PATRICK Social Media Training
You
Patrick O’MalleySocial Media Speaker
Northern LightZiff
Univ Of MassCornell
Selfish view of LinkedIn
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Friends = LinkedIn “Connections”
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You
1st Level Connections
“Rolodex” view of LinkedIn
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Friends = LinkedIn “Connections”
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You
1st Level Connections
2nd Level Connections
CEO, Death Star
Pilot
Attorney
Hitman
Soup Nazi, New York
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Friends = LinkedIn “Connections”
Copyright 2010 617-PATRICK Social Media Training
You
1st Level Connections
2nd Level Connections
CEO, Death Star
Pilot
Attorney
Hitman
Soup Nazi, New York
200 40,000
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Friends = LinkedIn “Connections”
Copyright 2010 617-PATRICK Social Media Training
You
1st Level Connections
2nd Level Connections
VP of Sales at EMC
CFO at CNN
200 40,000
Accountant, Oracle
Accountant, 401K Rollover expert
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Advanced LinkedIn
• You can only see 1st, 2nd, and 3rd
level connections– Avoid paying LinkedIn $25
• http://www.the-linkedin-speaker.com/blog/2010/02/02/linkedin-expert-tip-find-out-of-network-without-paying-25-dollars/
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Who Would You Connect To?
• Who would you connect to?– Former workers– College roommates, friends, social club members,
teammates– High school friends– Neighborhood groups– Parent groups– Military friends– Childhood friends, i.e. Cub Scout, Girl Scout, Baseball,
Gymnastics, …– People you met at conventions– Relatives– Others
Copyright 2010 617-PATRICK Social Media Training
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Miscellaneous LinkedIn Features
• Questions & Answers– Show potential clients your expertise
• Groups– Yours– Your customers
• Events• Lots more…
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Advanced “Pat Tricks”
• Profile Tips– How many know how to spell your last name?
• http://www.the-linkedin-speaker.com/blog/2009/01/27/missing-linkedin-tip-%e2%80%93-misspell-your-last-name-in-your-linkedin-profile/
– Maiden name• http://www.the-linkedin-speaker.com/blog/2009/04/15/linkedin-training-best-
way-to-put-your-maiden-name-linkedin-profile/
Copyright 2010 617-PATRICK Social Media Training
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Advanced “Pat Tricks”
• Professional Headline – not title– 10-15 word marketing slogan– Things to include?
• Job – What you do, flavored
• Company • City
– Choice • “Accountant, Patrick O’Malley and Associates”• “Tax accountant at the best CPA firm in Smyrna, GA”
– http://www.the-linkedin-speaker.com/blog/2009/05/07/linkedin-training-tip-professional-headline-should-be-a-marketing-phrase-not-your-job-title/
Copyright 2010 617-PATRICK Social Media Training
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Advanced “Pat Tricks”
• Build your profile to be found• Add keywords
– What is your potential customer looking for?• Certified Public Accountant• CPA• Tax accountant• 401 K and 401K• IFRIS• What else?
– Put these keywords anywhere• Summary field, within current job
Copyright 2010 617-PATRICK Social Media Training
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Advanced “Pat Tricks”
• Don’t invite people you don’t know!– If 5 people say “IDK” you, you are “blacklisted”
• http://www.patrickomalley.com/linkedin-speaker-why-email-IDK-1.html
– ** changed in the past month so you can invite people more liberally now
• Privacy settings (block people from “browsing” your network)
– http://www.the-linkedin-speaker.com/blog/2009/05/29/linkedin-training-tip-hiding-your-connections/
Copyright 2010 617-PATRICK Social Media Training
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Advanced “Pat Tricks”
• Put full spelling of your city, like Atlanta, Smyrna, etc in your LinkedIn profile– http://www.the-linkedin-speaker.com/blog/2009/12/17/linkedin-training-tip-
put-the-name-of-your-city-in-text-somewhere-in-your-profile/
Copyright 2010 617-PATRICK Social Media Training
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Advanced “Pat Tricks”
• Get LinkedIn recommendations– Bold?
• You can then approach their connections– Go to their profile– Click connections– Request an introduction or just do some research and
contact them directly
• Get referrals– Flaunt recommendations on your web page
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30Copyright 2010 617-PATRICK Social Media Training
LinkedIn Q & A – Details
• Top navigation• More…
• Answers• Can do search for hotel questions, Boston
questions
• “Advertise” your expertise• Get business
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33Copyright 2010 617-PATRICK Social Media Training
LinkedIn Q & A
• You can become a recognized expert
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LinkedIn - A Bad Name
• What do you need?• You are
– looking for knowledge– relevant information– fast
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Should have called it …P
A
T
R
I
C
K
Copyright 2010 617-PATRICK Social Media Training
rompt
ccess
o
elevant
nformation
ontaining
nowledge
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Conclusion - LinkedIn
• Linkedin– Powerful research tool
• find someone to help you
– “Friends of friends” network• Who do I know …
– Rolodex• Bye, bye business cards
– Build your network– More…
• Answer questions in Q&A
• Planners and Suppliers
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?
Copyright 2010 617-PATRICK Social Media Training
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Introduction (Part 2)
• Seen a sample• Pace of presentation• Handful of questions• Email addresses or business cards• Behind curve?• Show what you can do with social media
Copyright 2010 617-PATRICK Social Media Training
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My Bio
• I do speeches and consulting on – Social Media
• LinkedIn, Facebook, Twitter, YouTube, …
– Google ranking (SEO & PPC)
• VP of Operations for search engine that was tied with Google in 2000
• I do NOT work for LinkedIn, Twitter, etc
Copyright 2010 617-PATRICK Social Media Training
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You
• Accountants– CPAs– Independent?– For companies?– CFOs?
• Any specific things??
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YouTube
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YouTube
• A picture says a thousand words…• Make a “TV commercial”• Free
Copyright 2010 617-PATRICK Social Media Training
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YouTube Technical
• Videos on YouTube – can point to your web page– can be “embedded” on your web page– are often ranked by Google
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YouTube Technical
• Process– Get a $200 camcorder
• Flip– Careful: 63 minutes max, not 120– They create mp4 files
• Kodak ZI8 – Careful: less than 90 minutes max– Creates MOV files, which don’t work on Microsoft
• Others
– Create an account at www.Youtube.com• Upload • Give Title, Description
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YouTube Technical
• Can be “embedded” on your web page– Code is to the right of the video at YouTube
Copyright 2010 617-PATRICK Social Media Training
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Embedded Video
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YouTube
• Uses of video for accountants– Testimonials– Show tips if they can be visual
• Software tips for Quickbooks, Excel, Tax software?
Copyright 2010 617-PATRICK Social Media Training
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YouTube
• Videos now rank on Google– 53 times more likely to get on first page– Use keywords that your potential clients
might use• If you think they would search for
– CPA Macon, GA– Then make sure the title of your video is
» CPA Macon, GA
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YouTube – Conclusions
• Videos– 30 second to 5 minute “TV commercials”
• Testimonials• Sample tax tips or Quickbooks tips
• Mistake everyone makes …
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20 Years Ago, You Wished…
• Free TV commercials• Show your product• Pass word of mouth
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?• Having a good time?
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• Scale of 1-10– 10 is expert– 1 never used it
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• For businesses– “Facebook page”
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• Upper left navigation• “Facebook pages”
– http://www.patrickomalley.com/facebook-create-a-fan-page-for-business.html
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Advanced Facebook
• Promoting your business– Facebook advertising
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Facebook – Bad Name
• Made up by a college kid to be used by other college kids
• Used it for– Pictures – Sharing stories
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Should have called it…
P
A
T
R
I
C
K
ictures
nd
ales
eally
nspiring
ollege
ids
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Whoah…
• Too fast?• Too slow?• Too loud?• Too soft?• Missing anything?
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Blogging
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Blogging
• “Weblog”• Like a newspaper article, diary, essay
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Blogging
• Google loves them• Put blog on your website
– Wordpress– Get SEO all in One plug in
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Advanced Blogging
• Strategy for higher Google ranking– What is our client looking for?
• Macon, GA Corporate Tax Accountant– Blog your good content
• 300-600 words about details• Write your tax accounting tips
– Title: Macon, GA Corporate Tax Accountant Planning tip – home deductions
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• Scale of 1-10– 10 is expert– 1 never used it
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• “Micro-blogging”– 140 character messages, called “tweets”– Junk
• Like Facebook “status updates”• You “follow” people
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• If I only followed– Ashton Kutcher. i.e. aplusk– Coldplay, i.e. coldplay– Chris Brogan, i.e. chrisbrogan
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• Rules of Twitter– Anyone can follow anyone– You see tweets from the people you follow– 140 characters
• Can’t say much• Lots of junk
– More than 140? Pointer to web page• www.bit.ly makes short URLs
– Twitter stands for …Copyright 2010 617-PATRICK Social Media Training
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What Does Twitter Stand For?
T
W
I
T
T
E
R
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ime
asted
n
racking
iny
gotistical
ants
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Twitter Search
• search.twitter.com– Look for keywords that your customers would
say
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Twitter – Marketing Magic
• Now talk to the prospects that you found during search– i.e. get “engaged” with them– talk to jaykeith from the previous example
• Use the @reply• @jaykeith Congratulations! ……..
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Advanced Twitter
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Twitter – The @reply
• You can yell to someone you don’t know– Example
• @oprah AMBER ALERT, New England, left Swansea, MA @11:40, Silver Ford Focus, MINN plate 677-AVP http://bit.ly/dlLQDy RETWEET
– If they search for their @replies (on right), they see it
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Twitter – ReTweet
• ReTweet– Repeat someone’s Tweet to your followers
• Examples– RT @emophilips: A computer once beat me
at chess .... but it was no match for me at kick boxing
• “Word of mouth”
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Twitter – Conclusions
• Waste of time for many• Good for meeting people with
common interests• Great for marketing/sales
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• Greatest story– Thursday, February 18th
• radio Amber Alert in Massachusetts
– My Tweet • AMBER ALERT, New England, left Swansea, MA @11:40, Silver
Ford Focus, MINN plate 677-AVP http://bit.ly/dlLQDy RETWEET
– People with most followers• www.twitterholic.com
– People in Boston• www.twellow.com
– Keep tweeting updates
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• Greatest story– http://www.617-patrick.com/baby
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TONS More…
• Handout– http://www.617-PATRICK.com/gscpa.html
• My website– http://www.617-PATRICK.com/
• I will send you a LinkedIn invite, or invite me– List of emails
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Biggest Changes In Last 20 Years
• Amazing technology is free or cheap• Searching is easier• Power of a single voice• Word of mouth is faster
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Motivational
• Economy– can’t do anything about it
• Greatest time in history to be heard if you have quality content– Promote your meeting
• YouTube, Blogging, LinkedIn, Twitter, Facebook
– Network with leaders in your field
• Technology will get better– Twitter especially
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Summary – What You Can Do…
• LinkedIn – Replace your Rolodex– Search or research tool– “Friends of friends” network
• YouTube – Promote your knowledge, show testimonials– Show online examples if you have them
• Facebook– Advertising– Business page, i.e. fan page
• Twitter– Find your target market and talk to them– Fast word of mouth
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Conclusions
• Types of social media for everyone…• How many
– believe in relationships for business?– have friends?– have something to say?– … don’t have time?– look good?
• Social media for business – If you don’t …
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The End
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