social media for accountants
DESCRIPTION
Fred Caballero @fredchannel presents at the CPA Ireland event Cork - DublinTRANSCRIPT
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How to Improve Business Results with Social Media
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channelship.ie Channelship Web Agency
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Useful blogs & books
Socialmediaexaminer.com
thebrandbuilder.wordpress.com
chrisbrogan.com
garyvaynerchuk.com
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Expectations
What would you like social media to do for you?
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Key areas you can leverage with social media
Thought leadership
Idea sharing
Recruitment
Business development
Client retention
Reputation management
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4 basic reasons why your company should be online
Your customers and prospects are online
Some people are already talking about your company
and your competitors
You are interested in increasing traffic to your website
Networking is vital for your business
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Social Media Examiner surveyed 3300 businesses
Is social media important for my business? Top benefits perceived
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…through social networking tools Information sharing has changed
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Anyone can BREAK the news
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Source http://wearesocial.net/blog/2010/08/uks-media-consumption-habits/
Media fragmentation throughout the day
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Big announcement: 1876
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Western Union internal memo, 1876.
“This 'telephone' has too many
shortcomings to be seriously
considered as a means of
communication. The device is
inherently of no value to us”
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British Parliament, 1885.
“There is no need for
telephones. We have
enough messengers here”
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Charles H. Duell, Commissioner of US patent office, 1899
“Everything that can be
invented has been
invented."
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…back to the future
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Social media is not about Facebook, Twitter, etc
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It’s about them
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Customer focus in social media
Get this image here: bit.ly/customerfocus
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Social media marketing funnel
Attract
Engage
Nurture
Convert
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How can you attract relevant people?
"You can make more friends in two
months by becoming interested in
other people than you can in two
years by trying to get other people
interested in you."
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Think about your customers and prospects’ problems.
Give them content (gifts) that they’ll value. (ATTRACT)
Don’t pitch your company when offering value.
Don’t talk about yourself all the time. Don’t be boring.
The aim? (next slide)
How can you attract relevant people?
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Building trust is everything
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Social Media is just a set of tools
Build – Disassemble – Adjust - Repair
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Communications changed from top-down…
Company
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…to vertical and lateral engagement
Company
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Brands & companies’ race for attention
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What if just relevant people got closer voluntarily?
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How will you differentiate your business?
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Step by step
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• Financial institutions
• Revenue
• Accounting tools
• Financial news sites
• …
First step: Define your customer & community
My prospect / customer Relevant to “accounting”
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Monitor & publish: Hootsuite.com
bit.ly/smlisteningstation
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Business blogging
1
Your content hub
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Can you share any experience with blogs?
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The weight of blogging
• Give company a human voice
• Get more business from Google
• Get more exposure
• Position your company as an authority
• Spreads the word easier, cheaper & more effectively
• KEY: Connect easier in social networking sites…
Your blog is your
HOMEBASE!
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A simple picture
YOUR BLOG
(Home base)
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Great content pulls qualified traffic
YOUR BLOG
(Home base)
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Industry blogs in Ireland
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Industry blogs in Ireland
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Good example: a4g-llp.co.uk
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But… what do we talk about?
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You already count with a wealth of ideas!
Really?
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TOP 50 Business accounting blogs
Best General Business Accounting Blogs
Best Small Business Accounting Blogs
Best Tax Business Accounting Blogs
Best Specialty Business Accounting Blogs
Go to: bit.ly/topaccountingblogs
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Blogging: 3 key practices
Comment
Write
Read
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What if I need help with content?
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What if I need help with content?
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Your content should build an email database
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Improving internal communication
2
Private networks
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Better collaboration: Yammer.com
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LinkedIn.com
Business networking
3
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Starting point
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A good analogy
1. You are not visible to your
network
2. You cannot see your
network’s activity
3. Spontaneous connections
are not likely to happen in
this format
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What’s my network doing and who are they connected with?
?
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The meeting scenario
How much do we know before and
after that meeting?
?
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First step: Have a 100% complete profile
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LinkedIn Applications
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LinkedIn Sections
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How to invite people
When inviting people always customise your message and include contact information in your signature
Note: you cannot include links or emails so leave a space between characters
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Publish via status updates
Every status update gets exposed to your business
network
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Now your company can also publish status updates
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Business networking in 5 Minutes per day
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Useful resources
bit.ly/linkedinopportunities bit.ly/3linkedinmistakes bit.ly/listeningonlinkedin
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Get recommendations!
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Recommendations in action
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Taking action
Complete your profile to 100%
Add a blog and/or video
Connect with prospects, customers & colleagues
Visualise business network activity
Post one or two updates weekly
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Seth Godin about “Networking”
“…Not everything you do
actually gets a response. In
fact, most of it doesn't. But
each effort is a tiny brick
in the wall of perception,
even when it appears to be
dumb and even senseless.”
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YouTube.com
4
Online video
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…that people remember:
20% of what they hear…
30% of what they see…
70% of what they both hear and see?
Source: http://www.eyespot.com/WhyVideo/
Did you know?
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Communicate easier: Click
After Google, the second search spot is
Build trust and reputation
Facilitate decision making
Why go video?
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Online video optimisation
Enter title, tags and description, including links pointing to your site
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Next… Online video ideas!
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In front of the camera
Creating valuable videos
Screen recording Webinars LIVE video
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Taking action
Open a free YouTube account
Start small: produce simple video content
Upload videos to YouTube and create good titles
Embed your videos on your blog to get traffic
Be patient: videos build trust over time
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BONUS tips…
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1. Your email signature could look like this…
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2. Google apps is more flexible for your business
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2. Google Docs will transform the way you work
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3. Slideshare.net: Your hub to share presentations
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Wrapping up
Attract
Engage
Nurture
Convert
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Thank you!
Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. London, W4 5RG, UK. +353 1 5241415 +44 207 9935601 www.channelship.ie www.channelship.co.uk
DUBLIN LONDON