macpa innovation summit - how to add value with social media #mdsummit

MACPA 2013 Innovation SummitSocial Success!#MDSUMMIT

Tom Hood, CPA, CITP, CGMACEO

@tomhoodMACPA @macpa

Business Learning Institute @bizlearn

First, a word from our sponsor

"This event is different from any other in the profession, so our approach to how we engage with the show and its participants is different"

- Jennifer Warawa, Sage's vice president of partner programs and channel sales

Tom HoodCEO of MACPA & BLI

• Named Fourth Most Influential Person by Accounting Today

• Top 25 Influencers in Learning & HR by HR Examiner

• Top 25 Public Accounting Thought Leaders by CPA Practice Adviser

• Working on Learning Management with AICPA/CPA2Biz, Cloud Curriculum, Performance Management /XBRL, Leadership & Generations

Tom Hood, CPA, CITP, CGMA CEOMACPA

Business Learning Institute (BLI)

http://www.linkedin.com/in/tomhood

Last year (2012) we set records for the most “social” CPA tech conference in the US…

California Acct. & Bus. Show PSTECH CCH Listening Event -

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Social Media Metrics: Amplification

MACPA Innovation Summit

This year we set out to beat that record and tip the adoption curve

http://www.macpa.org/Content/summitsponsorship.aspxSponsorship Video http://cpa.tc/2p4

Innovative Conference Technologies used to create engagement, particpation & experience

And we did! The numbers speak for themselves

#MDSUMMIT By the numbers

• Attendees 338• Pre-summit Social Media Session 382• Reach 214,709• Impressions 1,816,627• Press Release Impressions 38,190• Press Release Reads

1,083• Slideshare views 1,296• Youtube 258Total Reach 256,256

Impressions 1,816,627

#MDSUMMIT By the numbersConferences.io stats

http://www.conferences.io

Conferences.io stats

Are you in the {Flybits} Zone?Engagement with participants

Using location aware app Flybits we set up zones for our Platinum sponsors where they loaded content and resources accessed by participants on their mobile devices when they entered their {zone}.

Special {zone} reporting for sponsors

Zone Zone VisitsMACPA 322CPA2Biz 127Sage 151CCH 79Ziptr 121Simplified 82

http://www.flybits.com

We started with a question – how can we “tip the adoption curve” with a special ThinkTank session

Using the ThinkTank Collaboration we had a special session for sponsors and a CPA member advisory group to talk about technology adoption and CPAs

We used the feedback from this session to design special sponsorship value packages

And more exposure for sponsors thru education of members

• Development of “Road to the Cloud” curriculum featuring sponsored CPE designed to help CPAs with first steps

• ROA – Return on Attention by adding focus on special curriculum via “Free CPE” and exposure during town halls throughout the year (2,000 plus CPAs)

• Social Q&A at Town Halls for polls and questions from MACPA members (using conferences.io)

“Road to the Cloud” Curriculum

http://www.macpa.org/Content/free-cpe.aspx

Objective to create a resource Center for CPAs to learn about the cloud. Featuring sponsored CPE sessions that shows how CPAs can take advantage of technology and stay ahead of change.

Courses will be designed to help CPAs deal with the change equationD * V * F > R

With options for using our community platform MACPA Groups to help connect members to other CPAs and even vendors to get help implementing and using technology

Event + year-round exposure through MACPA Town Hall Meetings

http://cpa.tc/2p6 http://cpa.tc/2p7

12-16 Sessions per yearReaching 2,000+ CPAs4 hour Free CPE eventsFeaturing Trends and Issues in ProfessionRecap on our award winning blog (add’l reach)

How we did it…• Integration of Social into Conference - Social Media

Guide• Pre-conference social media training for sponsors and

members• Press release, pre-event and at event press conferences• Twitter, blogging and social sites like slideshare,

youtube, facebook, google + & linked-in• Innovative conference technologies (Flybits &

Conferences.io) to create engagement and particpation of attendees

Tools & Examples

Before – Social Media Guide

http://www.slideshare.net/thoodcpa/2013-macpa-innovation-summit-social-media-guide

We added a special pre-conference social media quick start session for our members and another for sponsors.

The objective being to help members and sponsors leverage social media for learning and connections before, during and after the summit.

Before – Pre-conference social media training

http://www.youtube.com/watch?v=yQatdVl7-7c

http://www.slideshare.net/thoodcpa/macpa-social-media-quick-start

For Sponsors For Members

http://www.slideshare.net/thoodcpa/tipping-the-adoption-curve-how-to-reach-cpas

http://cpa.tc/2p5

http://cpa.tc/2fihttp://www.youtube.com/watch?v=7ogDU5L5sw8

National Press Coverage

Pre-event Press Release

38,190 Impressions 1,083 Reads

Pre-event Press Conference

http://www.slideshare.net/thoodcpa/macpa-2013-innovation-summit-press-conference

With the leading Accounting publications – Accounting Today, Accounting Web, CPA Practice Advisor

Featuring our Innovative technologies for connection, collaboration and engagement with conference attendees (speakers, sponsors and participants).

And press announcements from our Platinum sponsors – CCH, CPA2Biz, Sage, Ziptr, and Simplified Innovations

Twitter as Amplifier

> 1,700 tweets

Tweetdoc captures twitter stream

Plus: our blog www.cpasuccess.com

Thanks to our Platinum sponsors

@getgroupsystems @teamflybits @conferencesio

Tom Hood, CPA.CITPCEOMaryland Association of CPAsBusiness Learning Institute(443) 632-2301E-mail tom@macpa.orgWeb http://www.macpa.orgBlog http://www.cpasuccess.comBlog http://www.bizlearningblog.com

Follow me on:

Twitter: http://www.Twitter.com/tomhood

LinkedIn: http://www.linkedin.com/in/tomhood

Facebook: http://www.facebook.com/thoodcpa

Google +: https://plus.google.com/104372556333854919205

Slideshare: http://www.slideshare.net/thoodcpa

Youtube: http://www.youtube.com/thoodcpa

Second Life avatar name: Rocky Maddaloni