Embed Size (px)
DESCRIPTION
How can CPAs use social media to build their practices? Become thought leaders? Engage customers and employees? Tom Hood, CPA,CITP,CGMA shares his experiences as one of the top social media leaders in the CPA Profession since he started with his blog in 2006. He updates us with real stories of CPAs and adds the latest research on social media. He also highlights more resources to get you started, including e-learning, and on-site training available from the Business Learning Institute (BLI). This presentation was made for the AICPA FVS (Forensic & Valuation Services Conference in Orlando).
Citation preview
Ge#ng an ROI from Social Media via ROA (Return on A:en;on)
Tom Hood, CPA.CITP.CGMA CEO
Maryland Associa;on of CPAs Business Learning Ins;tute
AICPA Forensic & Valua;ons Conference Orlando, FL
November 13, 2012
“Unconference” • The next 9 slides (pages) are from the “unconference” por;on of
this session. Tools used were www.gosoapbox.com audience par;cipa;on systems, twi:er (hashtag #AICPAFVC), and i2a: Insights to Go worksheet (h:p://www.bizlearning.net/live/i2astrategicplanning)
• Par;cipants were given ;me to reflect and record insights and work on an immediate ac;on plan to take their learning back home.
app.gosoapbox.com
AICPAFVS
Respond to a Poll
Ask a Question
Vote up a Question
“Leadership is the ability to gain insights and the ap;tude to turn them into ac;on. Insight without ac;on is either useless or destruc;ve.” – Tom Hood & Gretchen Pisano developers of i2a:Insights to Ac;on Strategic Thinking System
h:p://www.bizlearning.net/live/i2astrategicplanning
Download today’s slides at …
www.SlideShare.net/thoodcpa
ROI?
Source: Brian Solis author of The End of Business as Usual
Are you ready for the Zombie Apocalypse?
ROA! Or will you s;ll be in business in three (3) years?
The DEAD trends • Demographic trend which will make your experience irrelevant
• Experience trend which will make your knowledge obsolete & irrelevant
• A:en;on trend which will make your efforts irrelevant
• Democra;c trend which will make your power irrelevant
Source: Emmanuel Gobillot author of Leadershie
Five Things Every Professional Needs to be Good At
1. Learning and staying on the cu#ng edge. 2. Managing your career (yep, you have to
take charge of your own career). 3. Doing the work (research, produc;vity,
communica;on). 4. Interac;ng with your peers and
colleagues. 5. Becoming a thought leader in your field. -‐ Allen Blue co-‐founder Linked-‐In
h:p://lnkd.in/HghTcX
MACPA’s Journey
Tom Bill
34
MACPA’s Social Media Map
131,370 views
80,568 views
450 members 4,496 followers
1,907 connections
450 connections
Top 50 Business Blogs - 2011
Top Accounting Blogs – 2009, 2010, 2011
The Tools
“Use the tools, don’t let the tools use you!” – Francine McKenna
www.retheauditors.com www.twi:er.com/retheauditors
CPA2Biz, Inc. - Proprietary and Confidential Information
Accoun4ng Firm Use of Social Media CPA2Biz 2012 Technology Survey
• 34% of CPAs surveyed are using tablets (iPads) for business purposes, and another 12% plan to soon
• According to recent Boomer study, this is as high as 57% for mid sized firms
-‐
10
20
30
40
50
60
70
80
LinkedIn FaceBook Twi:er Blog
2011
2012
Firm Usage of Blogs and Twitter each up 60% year-over-year
Success in a Connected World
CPA Success – our Blog
www.slideshare.net/thoodcpa
Top 10 Tweeters – Accoun;ng Today
@rfchambers / @theiia @taxgirl @gregkyte @gabrielleluoma @retheauditors @jenniferwarawa / @sage @evananerd @ACFE @IRSNews
www.hootsuite.com
www.klout.com
Ten things to know about Social Media? 1. Thought Leadership (Jody Padar example)
2. Engagement with more member/customers and shared insights (AICPA Leadership Academy)
3. Real Time Focus group 4. Communica;on and connec;ng your
organiza;on (Marrio: Story & MACPA CFO Conference)
5. MACPA uses of social media 6. The Power of Blogging 7. Case Studies (Connec;ng to Thought Leaders, Connec;ng to
Members – Books, MACPA Beach Retreat & NE CPE Conference)
8. Top Ten (Social) Learning Technologies 9. Risk Management 10. It is bigger than you think – Social Business
Thought Leadership
35
Social Media Engages & Shares Insights
The twi:er stream from AICPA Leadership Academy
Seth Godin and Tom Peters on blogging
h:p://www.youtube.com/watch?v=livzJTIWlmY
Social Media connects us to thought leaders
Real Time Focus Group
Example of using Twi:er to get immediate real ;me feedback for this preso
Advice for today
The Marrio: Story
“Bill’s blog makes me feel connected to the organiza7on in a way I had not felt before. I feel more informed and closer to the organiza7on than ever before.” – from a Marrio: Finance Team member during an MACPA Professional Issues update at their HQ in Bethesda, MD ].
What if you could keep your organiza;on informed and inspired by your thoughts?
Three authors ReTweeted this blog post which men;oned their books…
h:p://www.cpasuccess.com/2012/01/the-‐top-‐ten-‐business-‐books-‐of-‐2011.html
Case Study – MACPA Beach Retreat
The next three slides show the way you can use social media to engage a broader audience and create a resource for par;cipants. 1. Post preso on
www.slideshare.net 2. Embed it and other
resources and links in your blog post
3. Tweet it out and use the @name of people men;oned
4. Let the conversa;on con;nue!
Follow the links How social media can be used for leadership &
learning • Live session at MACPA Beach Retreat • Video interview w/ Emmanuel Gobillot, author of Leadershie
h:p://youtu.be/3nUhFut5CjM • Post preso on www.slideshare.net h:p://dld.bz/afX8M • Blog post about Beach Retreat session on www.cpasuccess.com
h:p://dld.bz/afX2K • Blog sends out tweet h:p://dld.bz/agc52 men;ons example from
class twi:er handles • Tom Peters responds h:p://dld.bz/agc5U • Emmanuel Gobillot responds on Twi:er h:p://dld.bz/agc6v • And on www.bizlearningblog.com w/ comment h:p://dld.bz/agc6C • And involved Joe Bou:e h:p://dld.bz/agc6Q • And featured by Dr. Steve Hornik (UCF – Accoun;ng)
h:p://dld.bz/agc8f
Featured our blog post
http://dld.bz/agc8f
The post was even featured in an accoun;ng educator’s “daily” distributed to his followers.
Social Media to engage & connect at the NE CPE conference
Another example of using social media to engage a broader audience. In this case I used twi:er to get feedback from CPAs about the use of social media in learning. It also informed CPAs about the NE CPE Conference so they “heard” that we were working hard to improve the learning for them. The followed up with a blog post about the event and got more engagement with comments from the group.
Twi:er during the event, slideshare & blog post-‐event
Source: www.C4LPT.co.uk
Top Ten Learning Technologies 1. Twi:er – micro-‐upda;ng tool 2. YouTube – video hos;ng and sharing tool 3. GoogleDocs – online collabora;on tool 4. Delicious – social bookmarking tool 5. Slideshare – presenta;on hos;ng and sharing tool 6. Skype – instant messaging and VoIP call tool 7. Google Reader – RSS feed reader 8. Wordpress – blogging tool 9. Facebook – social networking site 10. Moodle – course management system
Social Learning is quickly emerging as a major use of social media and a way to engage deeper with our members and par;cipants.
Case Studies On the Cover of a Magazine?
• BCG & Company – blogs, twi:er • Naden/Lean – blogs, twi:er • James Carroll – facebook, twi:er • Morris & D’Angelo
Dental CPAs / Naden-‐Lean
Morris & D’Angelo
Risk Management Don’t let this happen to you
This is the biggest fear of social media. You can mi;gate this fear with training and a good policy. MACPA’s social media policy incorporates the Code of Ethics of the CPA Profession and our State Board of Accountancy into the best of breed policy from IBM. On the next slide.
h:p://www.macpa.org/Content/25247.aspx
It’s Bigger Than You Think – Social Organiza;ons
From: To: Hierarchy Network Command & Control Connect & Collaborate Experience Curve Collabora;on Curve Lecturer Facilitator Push Pull
Where to from here?
“I don’t think it’s crazy to ask if your CEO is the next Mubarak” -‐ Gary Hamel
Are you a social business? “A Social Business isn’t just a company that has a Facebook page and a TwiMer account. A Social Business is one that embraces and cul7vates a spirit of collabora7on and community throughout its organiza7on—both internally and externally.”
h:p://www.ibm.com/blogs/zz/en/
You have 3 years at most!
• Cloud • Mobile • Social • Value-‐added • Collabora;ve
h:p://cpa.tc/socialbiz
h:p://cpa.tc/engagement
The challenge is how to position our organizations for L > C
L > C�“To keep pace in your industry, let alone as a
leader, requires your rate of LEARNING to be
greater than, or equal to, the rate of CHANGE.”�
L � C�
Why you should care about Social Media
“In-‐forming is the individual person's analog to open-‐sourcing, outsourcing, insourcing, supply-‐chaining, and offshoring. Informing is the ability to build and supply your own personal supply chain—a supply chain of informa4on, knowledge, and entertainment. In-‐forming is about self-‐collabora4on—becoming your own self-‐directed and self-‐empowered researcher, editor, and selector of entertainment.
– Thomas Friedman
Five Ways to Get started… 1. Create your digital
footprint (Linked-‐In, Facebook, Google +, Twi:er, blog)
2. Start listening (use google reader and twi:er to start listening)
3. Make friends (build your network and follow on twi:er)
4. Create & Share (join the conversa;on by commen;ng, Retwee;ng, and start a blog)
5. Recognize & Reciprocate (always recognize and a:ribute other’s work)
If you need help
BLI program: Social Media Strategy & Quick Start: Developing and Implemen;ng a Social Media Strategy for CPA Firms & Organiza;ons
h:p://cpa.tc/8s
Let Bill Sheridan, Na;onal Thought Leader and architect of MACPA’s award-‐winning social media strategy, be your trusted guide to help you jump start your social media exper;se. In seven tele-‐coaching sessions, Bill will guide you through crea;ng a social strategy and hands-‐on coaching to get you up and running fast!
“On the field of the Self stand a knight and a
dragon. You are the knight and Resistance is the
dragon” – Steven Pressfield Do the Work
Start Today!
Some star;ng points • Michelle Golden (Golden Prac;ces; h:p://goldenmarke;ng.typepad.com) • Paul Caron (TaxProf; h:p://taxprof.typepad.com) • Caleb Newquist & Adrienne Gonzalez (Going Concern; h:p://goingconcern.com) • Rick Telberg (CPA Trendlines; h:p://cpatrendlines.com) • Francine McKenna (re: The Auditors; h:p://retheauditors.com) • David Albrecht (The Summa; h:p://profalbrecht.wordpress.com) • Tax Policy Center (Tax Vox; h:p://taxvox.taxpolicycenter.org) • Tax Founda;on (Tax Policy; www.taxfounda;on.org /blog) • Tom Hood and Bill Sheridan (CPA Success; www.cpasuccess.com) • Blumer CPAs/THRIVEal h:p://blumercpas.com/blog • Kelly Phillips Erb Tax Girl h:p://blogs.forbes.com/kellyphillipserb • Tom Selling The Accoun;ng Onion h:p://accoun;ngonion.typepad.com • Jody Padar -‐ Accoun;ng Tomorrow h:p://www.accoun;ngtoday.com/acto_blog/ • Jeff Drew – Another71 (CPA Exam blog) h:p://www.another71.com/
More Resources CPA Success posts about social media h:p://www.cpasuccess.com/social-‐media/ Self-‐directed learning guide – 15 min a day h:p://www.cpalearning2.com/ Can Social Media Help You Learn? h:p://cpa.tc/sociallearn Making Social Media Work for You h:p://www.journalofaccountancy.com/Mul;media/TomHood.htm Social Media for Learning h:p://cpa.tc/sociallearn Social Media for CPAs and CEOs – interviews & stories h:p://cpa.tc/social How to Leverage Social Media – Journal of Accountancy h:p://cpa.tc/8u
Recommended Reading • The Corporate Blogging Book by Debbie Weil
• Crush-‐It by Gary Vaynerchuk • The Whuffie Factor by Tara Hunt • Here Comes Everybody by Clay Shirky • Social Media Strategies for Professionals and Their Firms by Michelle Golden
• Switch: How to Change When Change is Hard – Chip & Dan Heath
• Escaping Velocity by Geoffrey Moore
Tom Hood, CPA.CITP CEO Maryland Associa4on of CPAs Business Learning Ins4tute (443) 632-‐2301 E-‐mail [email protected] Web hWp://www.macpa.org Blog hWp://www.cpasuccess.com Blog hWp://www.bizlearningblog.com
Follow me on:
ü Twi:er: h:p://www.Twi:er.com/tomhood
ü LinkedIn: h:p://www.linkedin.com/in/tomhood
ü Facebook: h:p://www.facebook.com/thoodcpa
ü Plaxo: h:p://tomhood.myplaxo.com
ü Slideshare: h:p://www.slideshare.net/thoodcpa ü Youtube: h:p://www.youtube.com/thoodcpa
ü Second Life avatar name: Rocky Maddaloni
![Untitled-1 []©cnica-conjunta-08-fvs-s… · U07.1 de OBITO por CIEVSFVS-AM LACEN/FVS-AM Ficha Gerência intermédio dualFVS-AM: uscievs@qmail VDT/DVEIFVS-AM cen@fvs lacenam.blomedtca@vahoo](https://img.pdfslide.us/doc/110x75/5f916126e05dd635742566dc/untitled-1-cnica-conjunta-08-fvs-s-u071-de-obito-por-cievsfvs-am-lacenfvs-am.jpg)
