Accounting social media

Winning business via social media

LinkedIn Vizibility

Social network

What is the value of a social network?

For an individual, the value is in the community

For a brand, the value is in harnessing the community

Social media is about a change in behaviorA convergence, where online stopped

being about ‘websites’ and started being about experiences

Social media is having the disruptive impact of TV.

But on an accelerated timeline.

Are people using social media?

Why not?

Does it matter if you’re new?

Who has time for all this?

You are here, so you care2nd Law of Social Networking

TRADITIONAL MEDIA SOCIAL MEDIA

One way, brand speaking Two way / a conversation

Focused on the brand Focused on the consumer

Brand in control Consumer in control

Repeating the message Adapting the message

Entertaining Involving

Brand created content User created content / Co-creation

Space defined by Media Owner Space defined by Consumer

Recommendations

Sales Funnel

. Traffic “SEO”

CLICKS

SITE VISITORS

TAKE ACTION

APPOINTMENTS

$$$ CLIENTS

Target market

Social media is marketing. You must target people.How many should you target?

• CEO• Wants Internet to be

the first think everyone checks in the morning because they want to see what’s going on.

• Not because they have to.

• Understand social media

• Wants to highlight retirements.

GoalsUse of social media?

Pain Points Questions

• Reluctantly.• Has a computer at

home and at the office.

• Recognizes the usefulness of the tool.

• How do you promote engagement with the content?

Martin Ferber

Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.

What do you know?

• Time. • Effort.• Feels like SM

doesn’t have a high level of interactivity

• Feels like social media is about broadcasting one point of view.

• Social media is critical to the company.

• Agrees that social media is a useful tool to add context.

Wired?

Martin Ferber

What do you know?

Wired?

• What do you know?

• Where are the experts?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Martin Ferber

What do you know?

Wired?

Content created or shared in social media will be about attracting the people in your target market.

Assignment

Craft a persona. This can be a real person, or a

caricature of people.

110M+ professionalsA new member joins every secondExecutives from all Fortune 500 companies

Google

For many professionals, Google will return LinkedIn on the first page.

If Google does return LinkedIn high, that says something about the person.

If it doesn’t turn LinkedIn high, that says something about the person as well.

LinkedIn strategy

Fill out your LinkedIn profile to 100%.Connect to people. Create or share content.

Profile

LinkedIn strategy

We are the only people (not generation) who will get our usernames.

Get yours. We’ll wait.

http://www.linkedin.com/skills

Skills

Answers

LinkedIn offers a reason to answer questions

Groups

A group is a virtual meeting place of like-minded people.

Ask questions, start discussions, engage with people in the group.

Groups

Profile recap

Complete your profile to 100%Describe specific work experiencesChoose your public URL and share itGive and get recommendations from

trusted colleaguesFind answers or ask questionsParticipate in relevant groupsAdd Skills

Step 2 – Add connections

Once your profile is squeaky clean, add connections.

Add connections

If you sit down at a business meeting and someone wants to connect, you don’t ignore them.

Also, if we find we have mutual connections our conversation will fundamentally change.

Add connections

Spend 15 minutes a week adding connections.

The goal is to get closer and closer to people who may be a persona.

Step 3: Create content

Create content in many ways: Groups On your wall Through applications

TwitterBlog postingSlideshare

Using LinkedIn Today

LinkedIn Today

LinkedIn Advertising

Top 10 Tips for Using LinkedIn

1. Complete your profile to 100%

2. Describe specific work experiences

3. Choose your public URL and share it

4. Connect to people

5. Give and get recommendations from trusted colleagues – or presenters you like

6. Find answers or ask questions

7. Participate in relevant groups

8. Tell LinkedIn today your interests

9. Follow your customer’s page to get updates

10. Visit www.learn.linkedin.com for more tools

Assignments

1. Ask a question on LinkedIn.

2. Customize LinkedIn today.

3. Create a 30-day content plan.

“We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that’s exactly what the product was.”

—Jack Dorsey

Twitter strategy

Craft a bio.Find and follow people who are

category leaders. Create content.

Your bio

3 parts to a strong online bio

Exceptional

Genuine

Find and follow people

search.twitter.com

Hashtag

Listen

Follow

As you follow people, add them to lists.

My favorite list

Content creation

Re-tweet. Post links. Create original content.

Re-tweet

Post links from the web

YouTube is the second most used search engine after Google.

People choose to watch video Phones and tablets help

Never say viral.

Three kinds of (non-viral) video

User Generated

Quick-Post

Professional

So you have a video

Discover Watch Share

Passive Discovery Active Discovery

There are hundreds of places to post videos online

Including video posting services like TubeMogul and Hey!Spread.

But we’re going to talk about YouTube. Because YouTube offers an opportunity

for people with video content. Because the URL is meaningless, great

care should be taken with the title, description and tags.

Help people who are looking for content to find your content – the title and description should have keywords

YouTube allows infinite amount of tags, so add as many as possible.

A YouTube channel offers the ability to post videos we create, and videos created by people in one place.

YouTube.com/apple

YouTube.com/adidas

Summary. Video is being created more and more. Video is the best way to show off the

emotion of the brand and and involvement of fans.

YouTube is one of the best places to show off video.

Assignments

Create a Twitter profile and populate a Twitter list of category thought leaders

Create a YouTube channel and Subscribe to 5 news channels

Facebook has over X million members 50% of all Canadians have a profile!

Source: http://www.facebook.com/press/info.php?statistics

Connecting people I already know.

Facebook is after shoppers through the social graph.

Wall and Tab Content

There are two steps to a successful page. Wall contentTab content

Content calendar

Using Facebook as the page

Facebook advertising

Assignments

Create a Facebook page.With your Facebook page, like another

Facebook page.

How Much Should I Spend?

All of the above things are free. The thing you’ll spend is time.

In this book, Clay Shirky argues that we gave all our free time to TV.

Give half an hour a day to networking.

Networking

Set a goal. In 12 months, you will do the

following: 1. make contact with 1-3 of the

people in your target market. 2. When you make contact, you will

tell them about content you created.

Measurement

How do you measure success?Be smart before you start.

Content matters.

The magic wand rule: Social media offers new ways to talk, not new things to say.

Social media is not a magic wand to make a dullard clever or a bore interesting.

Know why you’re creating content.

Content created for strategic communications must be driven by clear, specific communications goals. (That’s true for all strategic communications.)

If you can’t write down your goals for content, they’re probably not clear and probably not specific. (That’s also true for all strategic communications.)

Know your best social media voice.

• Journalistic• Institutional• Funny• Scholarly• Informative

What content will you create?

News and web aggregation.Commentary-driven.Echo-chamber content from other strategic

communications vehicles.Comment-enabled. Questions.

The content is targeted

Who will watch, read, listen to the content.Do you want them comment? Pro-tip: ask

for comments if you want comments. Do you want them share it? Where?

Know what will trigger content.

Identify specific events that will trigger social media posts – Media stories. Other web posts.News about the brand. Events.Other communications that can be repurposed.

Know when you will post content.

Create a content calendar to schedule content.

Fill in the holes with timely posts. Core posting patterns can be regular, but it

is more important to create content when there is a story to tell.

Test different times of the day to deliver content.

Know your strategic fit.

Will your content link to your main website – and vice versa?

How will you cross-link between media?Will you link to other social media? Will you tweet all blog posts automatically? Will you tweet in the morning and at night?

Who will respond to stakeholder comments or questions? The content creator or someone else?

Measure.

Create content for people but make sure it is clear what you want them to do.

How will they find it? Who are they? Know before hitting “post” what will be

measured and then it can be measured.

Do it right, and your only cost is time. Do it wrong, and it will cost you money.

Beyond The Big Social Networks

Slideshare. Delicious. Blogs.

Slideshare

Delicious

Prove you are smart.

Now consider how your individual smarts can work for a brand.

Every single one of your bookmarks can appear on your website under the heading “What we are reading”.

How it is done

Read a relevant article in the NY Times. Save the article to Delicious bookmarks Give it a unique tag: MyCompany.The website searches Delicious for

anything tagged MyCompany and it is updated automatically

How many accounting blogs are there on the Internet?

How often should you blog?

When you have something to say.

What results should I expect?

Analytics

twittercounter.com

Bit.ly

Bit.ly is a way to measure links.

Bit.ly

LinkedIn offers paid analytics

Slideshare

On results

For most of the day, we’ve talked about a few things: Who are you targeting? Where will you target them? What content will you share/create

We can throw all kinds of analytics at you from many tactics.

Things you can measure: Links to your firm web siteConnectionsFollowersEngagement

Measure the goal

Imagine a hockey game without nets. When you’ve set a clear goal, you will

also be able to figure out how to measure it.

Social media policy

Don’t say stupid thingsMom ruleConfidentiality

What not to say

Share your connection. When talking about your firm, a client, competitor or any related matter, share your name and connection.

You should use your actual title and an appropriate photo on your profiles, which reach personal and professional networks.

What not to say

Don’t share non-public, confidential information or opinions about clients

What not to say

Be smart. What you publish will be online for years to come and available to anyone who searches for it.

What not to say

Use a disclaimer for personal sites. If you publish a personal blog, make it clear to your readers that the views you express are yours alone.

What not to say

Be wary of your tone. The words we write have the potential to embarrass someone. That means ethnic slurs, personal insults, or obscenity. Imagine the worst-case scenario (a client reading your negative blog post, for example), and act accordingly.

What not to say

Always respect copyright and fair use. Just because you find a photo online doesn’t mean you can use it on your Facebook page, just as you couldn’t use that photo in a print ad. Of course, if you do share any content, make sure you credit the source.

What not to say

Don’t download every app. Be very cautious when installing any application on your computer. If you’re unsure about an application, a link, a follower.

Listen first.

Ask second.

Questions

This presentation is available for download at slideshare.net/mrhames

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