social media for accountants 01.12.12
DESCRIPTION
A presentation on social media for accountants by Lisa Johnson of Healthy Dose Media. Presented on January 12, 2012 in Newton, MA.TRANSCRIPT
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Social Media for CPAs
Lisa JohnsonHealthy Dose Media
January 12, 2012
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27%
44%
20%
9%
less than 1 hour 1 - 5 hours 6 - 10 hours 10+ hours
On a weekly basis, how much time do you spend on social media?
SocialCPAs.com
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On a weekly basis, how much time do you spend on traditional networking?
32%
50%
13%5%
less than 1 hour 1 - 5 hours 6 - 10 hours 10+ hours
SocialCPAs.com
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What social media sites do you actively use?
91
80
52
40
0 20 40 60 80 100
YouTube
SocialCPAs.com
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What are your goals for your social media efforts?
7054
49
4233
19
11
0 20 40 60 80
Connect w/ Business Assoicates
Keep up w/ Family & Friends
Identify & Attract New Clients
Reconnect w/ Old Friends
Develop Personal Brand
Attract New Employees
Not Sure Yet
SocialCPAs.com
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What are your biggest concerns about social media?
5341
3633
22
10
10
5
0 10 20 30 40 50 60
Takes Too Much Time
Confidential Information
Decreased Productivity
Lack of Experience
Don't Understand ROI
Criticism of Me
Criticism of Company
Cost
SocialCPAs.com
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What is the ROI of social media?
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What is the ROI of social media?
• Attract clients
• Develop visibility in your niche
• Become an industry leader
• Understanding customers
• Attract talented staff
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Healthy Dose Media
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Healthy Dose Media
• We establish brands, personal & professional– Lisa Johnson
• top fitness professional in socal media • 20K followers on Twitter, 100K+ pg views
– ActivewearUSA: • 400% increase in Facebook fans in six months• 10% of sales now come via click-throughs from FB
– Brandeis University:• Tomorrow, launching social media presence and re-launching
blog of President Fred M. Lawrence• Connect with students, faculty, staff, alumni• Establish him as a leader in academia
• We drive eyeballs!
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Where should you be?
Go where you’re the most comfortable.
Go where “your people” are.
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What are your goals?
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What are your goals?
• Attract business
• Be an industry leader
• Understand your customers better
• Become a speaker
• Find a better job
• Share knowledge
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• Set up an account (personal email)
• Look for friends, colleagues, business associates (past & present)
• Invite, connect & network
• Request recommendations from trusted sources
• Find LinkedIn Groups in your field
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LinkedIn Groups
• 2042 people identify as “Boston CPA”
• Boston placement firm BNG Consulting has 642 members
• 35,740 in American Institute of CPAs
• 29,838 in Tax Professionals
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“If you regularly update your profile, your contacts will be able to keep up with
you, and it won’t LOOK like you’re job searching WHEN you actually are.”
• Update at least weekly• Post relevant topics or news• Business only, not personal
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64% of B2C companies have acquired a customer through
Facebook.
54% of B2B companies have too.
HubSpot.com
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• Separate friends and family from business contacts using FB lists tool
• Keep content friendly and upbeat
• Share industry news
• Share business accomplishments
• Look for relevant Pages to Like
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What do Facebook Pages do?
• Create personal credibility
• Promote you and your firm
• Become the hub of connection for your niche
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Few accountants on Twitter = opportunity!• Write a “snappy” bio, use keywords• Customize Twitter background• Avatar should be your smiling face• Search for other CPAs and relevant business
contacts• Follow people that THEY follow• Check at least 2x, morning and evening
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Blogging
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Blogging
• Fabulous way to get your voice heard
• Establishes you as an expert
• Blogs can increase traffic to your website by up to 55%
• More traffic = more customers
• The power of the long tail
• Unexpected business opportunities
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What is the minimum time commitment?
• LinkedIn: 10 minutes per week
• Facebook: 10 minutes per day
• Twitter: 15 minutes per day
• Blogging: 1 hour per week
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What is the optimal time commitment?
• LinkedIn: 1 hour per week – Networking, posting to groups
• Facebook: 3x/day, 5-10 minutes each– Friend people you interact with
• Twitter: 2x/day, 5-10 minutes each– Try to find 10 new people to follow
• Blogging: 1 hour per day – To write and push out via social media
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All of this will grow your personal brand or your businesses profile effectively and quickly.
No matter which path you take, give yourself 90 days before
you throw in the towel.
While social media is immediate, results vary.
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Blogs to Read
• SocialCPAs.comsocialcpas.com
– how CPAs can use social media for business
• Small Business Blog blogs.cbh.com/business
– great blog from an accounting firm
• The Leadership Notebookwernercoaching.typepad.com/theleadershipnotebook
– career coach focused on the finance industry and helping folks expand their careers
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Twitter Feeds to Follow
@CPA_Trendlines
@NerdEnterprises
@HartleyBSinger
@theCommonCents
@AICPANews
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Thank you for your time!
617.308.7337