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SOCIAL MEDIA:REAL ROI
RICK TELBERG | CPATRENDLINES. COM | [email protected]
2014 ACCOUNTING TECHNOLOGY NEW YORK SHOW & CONFERENCE
WEDNESDAY, APRIL 30, 4-4:50 PM
Facts. Figures. Insights. Implications.
Exclusive information.Extraordinary Insight.CPATRENDLINES.COM
THE DATABARRY MACQUARRIE
It’s like radio. 1010Wins, CBS NewsRadio 88
@cpatrendlines
Freed Maxick on Twitter
Challenge: Amplify expertise to generate new business and expand into new markets.
Solution: Used Promoted Tweets in search to join real-time conversations and deliver timely thought leadership pieces.
Results:
110% increase in revenue from Twitter generated leads
95% of incremental revenue from new markets
Freed Maxick on TwitterPromoted Tweets in search with the hashtags #tax and #Obama
Freed Maxick on Twitter3 keys to success
1. Show them the right message at the right time.
Target search results for words, phrases and trends that align with your business to capture consumers further along in the buying cycle. With Promoted Tweets in search, @FreedMaxickCPAs put their messages front and center with consumers who were actively seeking information on taxes and tax reform.
Freed Maxick on Twitter3 keys to success
2. Become indispensable.
Build loyalty with your followers and establish industry leadership by becoming a trusted and consistent source of information.
@FreedMaxickCPAs demonstrated expertise,
provided useful information and
gave meaningful advice
to generate leads.
Freed Maxick on Twitter3 keys to success
3. Seize the moment.
Recognise important opportunities to align your business with conversations that are happening on Twitter.
@FreedMaxickCPAs grew their business by
providing relevant information
to consumers who were already talking about their area of expertise.
https://business.twitter.com/success-stories/freed-maxick-cpas
Facebook for Accountants
Facebook for Accountants
Facebook for Accountants
SOCIAL MEDIA SUCCESS TIPSSCOTT CYTRON AND HUGH DUFFY
Social Media Success TipsSecret 1: Don’t spend any money
no one can do social media as well as you can do it yourself.
the person who possesses the knowledge should be the one posting
Social Media Success Tips Secret 2: Keep it simple
positioning yourself as an expert
If you can’t say it in 140 characters, then you need to rewrite what you want to say
to the point
Social Media Success Tips Secret 3: Connect to others
“duh”
create conversations
spend the time with others who share the same passions you do.
ten minutes a day on LinkedIn
double or even triple your network in a very short time
how to connect to someone you don’t know
connect directly and mention that you have the connection in common
pick up the phone
Social Media Success Tips Secret 4: Focus on LinkedIn
prioritize social media apps
can’t succeed at all of them
“professional”
Social Media Success Tips Secret 5: Track your activity
“engagement” and “touch”
How to track what you’re doing:
Set a goal of the number of connections you want to make in any given week or month on LinkedIn, Twitter, or Facebook.
Any time you get a referral, spend a few minutes determining where that referral came from.
Include social media buttons to LinkedIn, Facebook, Twitter, and any other application on your website
keep count of how many clicks you’re getting
Social Media Success Tips Bottom Line: Be Yourself
be authentic
Genuine
above all, be true to yourself.
If you like humor, keep it light.
If you’re more serious, go for the facts.
5 Linkedin Tools
1. Products and services tab
2. Audience variations
3. Status updates
4. Company page statistics
5. LinkedIn ads
5 Linkedin Tools1. Products and services tab
company pages
link directly to internal pages on your website, such as product pages or demo landing pages.
encourage viewers to recommend your products and leave testimonials
5 Linkedin Tools1. Products and services tab
Get started:
add five products
feature a specific product
drive traffic to that page from other social networks by posting about it—with a link, of course.
Why not encourage your customers to recommend one of the products in your post?
5 Linkedin Tools2. Audience variations
create variations of your page to target specific personas.
define a persona based on LinkedIn profile information
create a variation of your products and services page to resonate well with that specific persona.
display the information and products most relevant to your viewers
5 Linkedin Tools2. Audience variations
Get started:
create two personas based on your main target audiences
create custom products and services pages that are relevant to those personas
Monitor your results with custom tracking tokens
5 Linkedin Tools3. Status updates
include a link and a photo
Get started:
post status updates regularly
measure how well they drive traffic and leads to your website
consider using the questions your customers regularly ask
5 Linkedin Tools4. Company page statistics
data, data, data
measure engagement
track who visits your page
5 Linkedin Tools4. Company page statistics
Get started:
visit your company page statistics
how many people visit your page each month
the job roles
industries
tabs they view
Bonus: data for LinkedIn groups
5 Linkedin Tools5. LinkedIn ads
paid ads to support your organic efforts
never the sole focus
self-service
target specific personas
drive visitors to a landing page on your website
significantly lower cost-per-lead for LinkedIn ads compared to other paid channels
5 Linkedin Tools5. LinkedIn ads
Get started:
controlled experiment
go to https://www.linkedin.com/ads
set up a limited
specific landing page on your website
small budget to a campaign test
use tracking tokens
Get the Most Out of LinkedIn
built-in tools
small firms
Get the Most Out of LinkedIn 1. Increase your visibility
adding connections
increase the likelihood that prospects or referral sources will see your profile first
people would much rather work with people who their friends know and trust
Get the Most Out of LinkedIn 2. Improve your connectability
Rookie error: only current firm or company in their profile
fill out your profile like it's an executive bio
include past companies
education
affiliations
activities
e-mail signature
Get the Most Out of LinkedIn3. Increase traffic to your Website. profile
create a public profile and select "Full View."
instead of using the default URL, customize your public profile's URL to be your actual firm name or something descriptive (e.g, My Accounting Firm, etc.)
Get the Most Out of LinkedIn 4. Ask for advice, answer questions. LinkedIn Answers (under the "More" tab)
broadcast your business-related questions to your network
answering a question someone else has asked may give you "expert" status.
Get the Most Out of LinkedIn5. Join a LinkedIn Group.
thousands of
receive e-mails whenever someone posts any information to the group's page
opt-in on this with once-daily, batch e-mails
every time someone posts
CPA Trendlines at https://www.linkedin.com/groups?gid=115382
Get the Most Out of LinkedIn 6. Use "advanced search."
Prospect for new business by searching
industries,
professions and
businesses
Get the Most Out of LinkedIn 7. Get recommendations
prospects want to see your qualifications
how you position yourself professionally
how many recommendations you have
Get the Most Out of LinkedIn 8. Your picture
must have
bottom of searches
not be taken seriously
Get the Most Out of LinkedIn9. Upgrade account?
"Business" account is $24.95/month
"Business Plus" account is $49.95/month
"Executive" account, $99.95/month.
discounts if you pay annually
It depends
ALL BUSINESS IS SOCIAL BUSINESS
