building your following a social media guide for accountants and bookkeepers
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Building Your Following
Intuit Insider Academy: Lesson 4
September 6, 2016
Ready AimAndrew Wall, CPA, CMA
• Owner and operater of
WallCPA
• Technology enthusiast
• Social media fanatic
Chartered Professional Accountants
@WallCPA25k+
Followers
@ca4it28K+
Followers
/in/Smallbusiness
accountant4.3k
followers
50k Views
My Street Cred
Curriculum
PLATFORMSPRODUCT
ELECTIVES
FIRM OF THE FUTUREScott ZandbergenDate: July 26
THE DIGITAL LANDSCAPEDave FleetDate: August 9
ESTABLISHING YOUR ONLINE VOICENeil Mohan & Leilah AmbroseDate: August 23
BUILDING YOUR FOLLOWINGAndrew WallDate: September 6
SEO 101Leandro DumlaoDate: September 20
LINKEDIN 101Michael ThomsonDate: November 15
BLOGS 101Jennie MooreDate: November 1
FACEBOOK 101Mitch BellDate: October 18
TWITTER 101Devon BurkeDate: October 4
YOUTUBE 101Jill De LarzacDate: November 29
INSTAGRAM 101Bianca FreedmanDate: TBA
FACEBOOK & TWITTER ADSAlexandra KrivovDate: TBA
PODCASTS 101Michelle LongDate: TBA
BYLINES 101Sarah TriantafillouDate: TBA
GOOGLE+Bryan TrittDate: TBA
According to a survey conducted
by research firm Clutch, almost
half (47%) of small businesses
aren’t actively using social
media.
Leveraging the Opportunity
Ready
Identify Your Audience
• Know your customer
• Know what your
customer likes
• Know where your
customer engages
Aim
Prepare Your Content
• Develop great content
• Currate relevant
content
• Create engagement
Fire
Grow Your Network
Identify Your Audience
“Without an audience, there’s not
much use for a social media
strategy. In today’s marketing
age, your audience matters more
than ever. Every business needs
one to survive.” Audience: Marketing in the Age of Subscribers, Fans & Followers” by Jeffrey Rohrs
Know Your
Customer
“Everyone is not your
customer”
Seth Godin
• Be specific
• Create a picture
• How can you add value
Know What
Your Customer
Likes
“All you have to do is
stop thinking like a
marketer and start
thinking like your
consumer”
Dave Kerpen
• Respond quickly
• Be authentic
• Be honest and transparent
Know Where
Your Customer
Engages
“Engage your customers
and persuade them to
spread the word”
Dave Kerpen
• What platform
• What time of day
• What tone
Action Items
1. Write down description of target
audience
2. Write down a list of other
marketing initiatives that you
can cut back on
3. Look for and find your audience
Prepare Your Content
“One of the fastest ways to turn
off an audience is to serve them
irrelevant content.”
“Epic Content Marketing” by Joe Pulizzi
“Content needs to be
tailored to the specific
audience at each
segment of a sales
funnel”
Kissmetrics
• Define your goals
• Create an editorial calendar
• Check your metrics
Develop
Content
Collect relevant research
on a key topic for your
readers.
Great tools
• TweetDeck
• Buffer
Curate Content
Create
Engagement
Jun Jul Aug Sep Oct Nov Dec Jan
Editorial Calendar
Develop content Scheduled posts
Real time posts
#Thrive
#QbConnect
Action Items
1. Write down a list of questions to
ask your customers
2. Take existing content and re-
write it for the web
3. Create a plan for creating
content
Grow Your Network
“Social media is about the
people! Not about your business.
Provide for the people and the
people will provide you.”
Matt Goulart
The Platforms
72% of online American
adults use Facebook, a
proportion unchanged from
September 2014
LinkedIn is the only major social
media platform for which usage
rates are higher among 30- to
49-year-olds than among 18- to
29-year-olds
Twitter is more popular
among younger adults —
30% of online adults under
50 use Twitter
Facebook“Activate your fans don’t just collect them like baseball
cards”
Jay Baer
“Facebook is the most
viral platform in
marketing history”
Dave Kerpen
• Add value
• Be authentic
• Be honest and transparent
Connect
Share interesting and
enjoyable stories so
customers can share
them with their friends.
• Tell your story
• Inspire customers to tell stories
• Ask Questions
Share Stories
Facebook advertising
provides you the
opportunity to really
hone in on your
audience.
• Nano target
• Experiment
• Monitor
Advertise
LinkedIn“Active participation on LinkedIn is the best way to say,
'Look at me!' without saying 'Look at me!”
Bobby Darnell
“On LinkedIn, it’s your
picture, name and
professional headline
most times that people
see”
Viveka von Rosen
• Start with a professional photo
• Make your headline stands out
• Fill out as much of the profile as possible
Build Your
Profile
“Make sure that you can
be found by the right
people at the right time.”
• Import your address book
• Discover “people you may know”
• Advertise
Build Your
Network
“It’s important to be
active on LinkedIn, and
that starts with posting
status updates
Social Media Examiner
• Share an update
• Write an article
• Leverage notifications
Stay Connected
Twitter“The viral power of online media has proven how fast
creative ideas can be spread and adopted”
Tina Brown
“User follower bases
directly correlate with
how much they tweet”
Beevolve
The Anatomy of a perfect Tweet
• A link
• A picture
• 3 hashtags
Engage
In the #Discover section
of your dashboard,
Twitter recommends
“Who to follow” for your
account.
• Add your contacts
• Follow industry leaders
• Follow your followers followers
Follow
Repeat
“Unless you’re a
celebrity like Justin
Bieber or Hilary Clinton,
you’re going to have to
work at building an initial
following on Twitter”
Forbes
• Remove non-followers
• Stay Nano targeted
• Monitor your stats
Action Items
Know Your Customer
• Describe your target audience
• Use ad platforms to define market size
• Listen to your community
Prepare Your Content
• Write a list of topics your customers like
• Write a list of questions to ask
• Ask how you can help your community
Grow Your Network
• Actively seek out your customers
• Respond to every customer
• Provided value (for free)
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