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Webinar presentation given to members of the Virginia Society of Certified Public Accounts on using social media for professional success.
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Social Media for Professional SuccessTina Lambert, CAE, VSCPA Vice President
VSCPA WebinarOctober 2, 2009
What the heck is Web 2.0 & social media?
BlackPlanet.com, Flickr.com, Reunion.com, aSmallWorld, Bebo, Blue Dot, Bolt, Broadcaster.com, Buzznet,
CarDomain, Consumating, Couchsurfing, Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang,
Ecademy, eSPIN, Facebook, Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited, Gaia Online,
Geni.com, GoPets, Graduates.com, Grono.net, Hyves, imeem, Google, Infield Parking, IRC-Galleria, iWiW,
Joga, Bonito, Last.fm, LibraryThing, LinkedIn, LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply,
My Opera Community, myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven,
Pownce, RateItAll, Reunion.com, Searchles, Sconex, Shelfari,Soundpedia, Sportsvite, Studivz, TagWorld,
TakingITGlobal, The Doll Palace, The Student Center, Threadless, TravBuddy.com, Travellerspoint, Tribe.net, Vampire Freaks,
Vox, WAYN, WebBiographies, Windows Live Spaces, Woophy, XING
The Social Media Landscape
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL INTERACTION AND THE CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO.
http://www.wikipedia.org
More simply put:
“Social media is people having
conversations online.”
• Blogs
• Online Chat & Listservs
• RSS
• Widgets
• Wikis
• Social Networks
• Social Bookmarks
• Message Boards
• Podcasts & Videocasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
The conversations are powered by…
Why should I care aboutWeb 2.0 & social media?
Is Social Media a Fad? Socialnomics.net (Qualm)
Reason #1
SOCIAL NETWORKING SITES ARE MOST POPULAR SITES NEXT TO GOOGLE AND YAHOO – AHEAD OF PERSONAL E-MAIL.
75% of all Americans have joined a social networking site (MySpace, Facebook) > 99% of 18-24 year olds
7 million users > 1,382% increase in one year > largest age group is 35-49
200 million blogs in 2009 > 77% of active online users read a blog > 45% have started their own blog
Social Media Usage is Exploding!
YouTube has 100 million videos (65,000 new videos per day) > 83% of internet users watch video clips
39% of internet users subscribe to anRSS feed
55% of internet users have uploaded photos online
Social Media Usage is Exploding!
69% of businesses allow employees to use social media for business
63% use social media to build and promote their brand
61% use social media to improve communication and collaboration
REALITY: IT’S A MOBILE WORLD>>>
Social Media Usage in the Workplace
Social media is changing the business of employers, long-standing industries, marketing and communications
People trust the opinions of other people as much as, or sometimes more than the “experts” – and definitely more than spokespeople
RELATIONSHIPS ARE CRITICAL TO TODAY’S COMMERCE>>>
Social Media is a Business Changer
• 54% are on LinkedIn
• 48% are on Facebook
• 21% are on Twitter
• 61% attend webinars
• 36% read blogs
• 28% listen to podcasts
What about Social Media and CPAs?
Reason #2
IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.
IBM, April 2008
IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
The old communication model was aMONOLOGUE.A >>> B
The new communication model is a DIALOGUE. A<<<>>>B
Reason #3
SOCIAL MEDIA HAS BECOME A FUNDAMENTAL PART OF GLOBAL BUSINESS AND WILL CONTINUE TO ALTER THE CONSUMER EXPERIENCE.
John Burbank, CEO of Nielson Online, March 2009
Welcome to the future…
McCann Study on Social Media Trends, April 2008
They already wield $350 BILLION/ YEAR in direct spending power.
By 2010, MILLENIALS/GEN Y-ERSwill outnumber BABY BOOMERS.
Over 64% of students in grades K-12 are online and accessing the internet regularly
Downloading music is #1 recreational activity by middle and high school students
Meet your FUTURE EMPLOYEES.
What are some of the advantagesof Web 2.0 & social media?
• Transparent/open
• Inclusive
• Authentic
• Vibrant
• Consumer-driven
Old way… New way…
• Controlled
• Organized
• Exclusive
• One sided
• Product-driven
Only 14% of people trustADVERTISEMENTS.A >>> B
78% of people trust RECOMMENDATIONSof other consumers.A<<< >>> B
For the first time, it’s all about ME!
• What I want to talk about
• Who I want to talk to
• What I want to say…about them
Our relationships! What we want to say!
And it’s also about US!
• Cheaper than traditional media
• Stickier than traditional media
• Viral nature
• Highly interactive
• Highly visible
• Global
• Can quickly change, morph and respond to environment and feedback
Some more ADVANTAGES…
And more ADVANTAGES…
• Enhance your professional networks and competency
• Get information faster and in more digestible formats
• Connect to other CPAs
• Connect to other business colleagues
• Connect to your professional associations
The NEW MATH…
Social Networking (OLD)
+ Social Media (NEW)
------------------------------------------------------------
= A change in the way we BUILD RELATIONSHIPS
Perceived BARRIERS…
• Fear of “the negative”
• Legal
• Time
• Return on investment
• Measurement
Overcoming BARRIERS…
• The negative conversation is happening WITH you or WITHOUT you
• “Direct” response in crisis
• Start slow and build –monitor at the very least
• Set goals for followers, friends, etc.
• Set goals/plans for social media tool you are using
How do I get on theWeb 2.0 & social media train?
A. Listen
• Immerse yourself in conversations
• Visit social sites to observe
• Ask your coworkers, kids who…
• Remember it’s a dialogue not a monologue
• Set up a profile
• Friend 25 people you know
• Begin to converse
B. Participate
C. Getting Started
D. Traffic Signs
• Privacy: Customize what the public and your 'Friend' lists can see about you (professional v. personal)> Create ‘Friend’ groups
> Edit privacy settings
• Etiquette: Once you’re riding the social media highway, remember to obey common internet traffic rules of thumb
• Policy: Obey or set company guidelines for participation
www.facebook.com
www.facebook.com
www.linkedin.com
www.twitter.com
www.mystarbucksidea.com
www.amazon.com
How is the VSCPA involvedin Web 2.0 & social media?
New MULTIMEDIA & ONLINE OFFERINGSto enhance membership
> RSS
> Podcasts
> Blog (CPACafe.com)
> Microblog (Twitter)
> Photo sharing (Flickr)
> Video, Videocasts (YouTube. Coming Soon!)
> Social networking (LinkedIn, Facebook groups)
> Online communities targeted to different practice areas, including e-mail listserves
> And more! Visit “Social Media” section of www.vscpa.com
VSCPA RSS Feeds: www.vscpa.com/rss
VSCPA Podcasts: www.vscpa.com/podcasts
VSCPA Blog: www.cpacafe.com
VSCPA Twitter Account: @VSCPANews
VSCPA Flickr: www.flickr.com\photos\vscpa
VSCPA Facebook and LinkedIn Groups
Once logged in, visit “groups” and search for “Virginia Society of CPAs”
VSCPA Online Communities: www.vscpa.com in “Members Only”
OTHER social media for CPAs
• Wiki: www.wikicpa.com
• Blogs: www.cpacafe.com > www.cpablogger.com > www.cpasuccess.com > http://bigfouralumni.blogspot.com/
• Videos & Media: www.financialfitness.com > www.aicpa.org/Media+Center/ > www.feedthepig.com
• Learning: www.cpalearning2.com
RESOURCES on social mediaBlogs•www.TypePad.com
•www.WordPress.com
•www.BlogLines.com
Microblogging/Tracking•Twitter: www.Twitter.com
•TweetDeck: www.TweetDeck.com
•TwitterBerry: www.orangatame.com/products/twitterberry/
•HootSuite: www.HootSuite.com
•Tweetie: www.atebits.com/tweetie-iphone/
•Hashtag: http://hashtag.org
•Google Alerts: www.google.com/alerts
RESOURCES on social media
Social networks•Facebook: www.Facebook.com
•LinkedIn: www.LinkedIn.com
•Plaxo: www.Plaxo.com
•HubStreet: www.HubStreet.com (a new one for CPAs and lawyers)
Multimedia sharing sites• YouTube: www.YouTube.com (videos)
• Flickr: www.Flickr.com (photos)
• Picasa: Picasa.Google.com (photos)
• SlideShare: www.Slideshare.com (slidedecks)
RESOURCES on social mediaPodcasting
• iTunes: www.apple.com/itunes (for finding and listening to podcasts)
• Audacity: audacity.sourceforge.net (for recording / editing podcasts)
Wikis• PB Wiki: www.PBWiki.com
• WikiSpaces: www.WikiSpaces.com
Virtual worlds• Second Life: www.SecondLife.com
CONNECT with me/us
Tina Lambert, CAE
VSCPA Vice President, Member & Public Relations
• Phone: (804) 612.9416
• E-mail: [email protected]
• Web: www.vscpa.com
• LinkedIn: www.linkedin.com/in/tinalambertwww.linkedin.com and search for “Virginia Society of CPAs”
• Facebook: www.facebook.com/TinaLambert1www.facebook.com and search for “Virginia Society of CPAs”
• Twitter: www.twitter.com/TinaLambertwww.twitter.com/VSCPANews
THANK YOUvery, very much!