Michelle Golden's session at Accounting Today's 2011 Growth & Profitability Summit

1. 3 Steps to Starting
Your (Effective)
Social Media Presence
By Michelle Golden, Golden Practices Inc
#GroPro11

2. 3 Steps to Starting
Your (Effective)
Social Media Presence
By Michelle Golden, Golden Practices Inc
#GroPro11

3. Today
1. PICK
THE
RIGHT
HANGOUT
• Find
your
peeps
• Why
content
is
key
2. LEARN
THE
LINGO
• Understand
the
tools
to
use
them
effec+vely
• On
being
“real”
3. BUILD
RELATIONSHIPS,
BRING
VALUE
• Old
rules
hold
true:
listening
and
giving
• Digital
to
personal
goldenprac+ces.com 3

4. WHAT
ARE
SOCIAL
MEDIA?
4

5. Image:
ironrodart
(flickr)
A
con&nually
changing
set
of
tools
and
their
users(!)
that
facilitate
informa&on
sharing
and
rela&onships.
Online.
goldenprac+ces.com

6. Image:
fuzzyscalyman
(flickr)
goldenprac+ces.com

7. The
holy
grail
of
marke+ng
But
publishing
w/out
• Can
just
engage engaging
is
merely
• Can
just
publish passive
marke+ng
And
engaging
w/out
publishing
is
missing
a
huge
opportunity
goldenprac+ces.com 7

8. Paul
Neiffer’s
agripreneurs
Nov
‘08
Jan
‘09
by
Nov
‘09
Feb
‘10
goldenprac+ces.com

9. Levels
of
marke+ng
Outreach
&
Engage
LEADS
Par+cipant
&
Expert
Resource
Passive
INVOLVEMENT
goldenprac+ces.com 9

10. 1.
PICK
THE
RIGHT
HANGOUT

11. Clarify
your
purpose
1. Business
development
• Build/strengthen
business
rela+onships
• Interact
and/or
share
content
• Credibility
• Build
team,
recrui+ng
2. Customer
svc/reputa+on
enhancement
• Create
proac+ve
fan
base
• Monitor
• Make
problems
right
3. Just
to
learn
(passive,
but
OK
place
to
start)
goldenprac+ces.com 11

12. Image:
lydiaboote
(flickr)
WHO
ARE
YOU?
WHY
SHOULD
WE
CARE?
goldenprac+ces.com

13. Choosing
a
niche
• Enjoyment
level
(aka
PASSION)
• Prac<ce
composi<on
• Service
mix
• Scalability
• Capacity
• Compe<<on
• Economy
13
goldenprac+ces.com

14. Channels:
online
&
off
BLOGS
14

15. FINDING YOUR PEEPS
ON THE WEB
Image:
brian-­‐ford
(flickr)

16. Start
here
goldenprac+ces.com 16

17. Den+stry
(Alltop)
goldenprac+ces.com

18. Blog
to
follow,
comment
on
goldenprac+ces.com

19. Financial
post
to
link
to
MORE
TO
EXPLORE!
goldenprac+ces.com

20. Biz
growth
post
to
share
goldenprac+ces.com

21. Search
• Google
&
Google
Blog
Search
• “Dental
associaAons”
• “Dental
community
online”
• “Dental
forum”
• “Dental
conference”
• “DenAst
pracAce
management”
• Look
for
blogs,
blog
rolls,
groups,
events,
associaAon
news,
resource
lists
• LinkedIn:
“Den+st
groups”
and
events
• TwiPer:
“Den+st”
“dental”
“den+stry”
and
“den+st
tweetups”
or
“den+st
tweetchat”
• Facebook,
Amazon,
Slideshare,
YouTube:
seek
prac+ce
management
and
other
industry
specific
topics
goldenprac+ces.com

22. Listen
here
goldenprac+ces.com 22

23. Share
liberally
• Stuff
they
(and
you)
take
for
granted
like
judgments
applied
in
day-­‐to-­‐day
work
• Address
“common
ques<ons”
(if
not
already
out
there
in
abundance)
• Clear
up
misconcep<ons
• Change
paradigms
• Share
as
you
learn
goldenprac+ces.com 23

24. 2.
LEARN
THE
LINGO
Buy this cuz we Buy this cuz
kick ass. you kick ass.

25. Your
job
=
reassure
Am
I
making
the
right
decision
hiring
you?
• Evidence
of
knowledge
• Helpfulness
&
accessibility
• Coolness
• Synergy
• Third-­‐party
endorsements
goldenprac+ces.com

26. Keep
content
in
YOUR
house
goldenprac+ces.com 26

27. File
sharing
site:
YouTube
Subscrip+ons:
cpatrendlines
goldenprac+ces.com 27

28. File
sharing
site:
Slideshare
Subscrip+ons:
goldenm
goldenprac+ces.com 28

29. Embed
files
PowerPoint
PDF
doc
goldenprac+ces.com 29

30. Get
found
elsewhere
• LinkedIn
profile
(solid)
• Google
profile
(hub)
• Bio
on
your
firm’s
website
• TwiVer?
• Facebook?
Let
them
find
you.
Guide
what
they
see.
goldenprac+ces.com 30

31. Google
you
goldenprac+ces.com 31

32. LinkedIn’s
all
biz
• Reconnect
(transient)
• Who
knows
whom?
(minus
context)
• Load
up
&
look
up
(mini-­‐CRM)
• Reasons
to
reach
out
(noAficaAons)
• Moderate
interacAon
(easy)
• Demo
experAse
(answers
&
groups)
• Front
of
mind
(unobtrusive)
• Research
(meeAng
prep)
goldenprac+ces.com 32

33. All
atwioer
for
news
&
ideas
goldenprac+ces.com 33

34. Facebook
extra
value
• Being
“real”
goldenprac+ces.com

35. Who’s
Cut
Out
for
Blogging?
hop://www.slideshare.net/goldenm/anatomy-­‐blog
hop://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart
35

36. Which
tool
for
what?
hop://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools 36
goldenprac+ces.com

37. 10:1
goldenprac+ces.com

38. 3.
BUILD
RELATIONSHIPS
…
BRING
VALUE

39. Friends
&
followers
• Peers,
colleagues
• Industry
experts,
associa<on
reps
• Local
and
na<onal
media
• Thought
leaders
• Customers
• Strangers
who
ask
goldenprac+ces.com 39

40. Presen+ng
yourself
• People
are
ALWAYS
beVer
than
logos
• E.g.
Twioer:
other
than
for
marke+ng
or
cust
svc
rep,
all
CPAs
s/tweet
under
their
own
name
• Humanize
yourselves
because
it’s
“grassroots” cpa
photo
goldenprac+ces.com 40

41. PROTECTED TWEETS?
IMPERSONAL
FACEBOOK?
DON’T BOTHER.
Image:
mythoto
(flickr)
goldenprac+ces.com

42. Winning
new
friends
• Be
friendly
and
helpful
• No
auto
DMs,
no
spammy
posts
• Make
lists
that
people
want
to
be
on
• RT
• Thank
• Promote
others’
stuff
goldenprac+ces.com 42

43. NOT WHY SM created.
Not
why
SM
were
WERE MADE
Image:
rthakrar
(flickr)

44. ParAcipate
in
groups
&
acAviAes
goldenprac+ces.com 44

45. From
digital
to
personal
• LinkedIn
• Introduc+ons
&
recommenda+ons
(don’t
use
automated)
• Congrats
&
follow-­‐up
• Twioer
• Tweetups
&
tweetchats
• Facebook
• Events
&
“likes”
• All
• Correspond!
• Video
(skype,
face+me)
goldenprac+ces.com
goldenprac+ces.com 45

46. Effec+ve
online
presence
Be
present
• You’re
findable
• Connects
your
“pieces”
together
Share
content
• Illustrates
your
uniqueness
&
character
• Supports
your
claims
of
exper+se
• Shows
you’re
a
thinker
&
stay
up-­‐to-­‐date
Engage
• Conveys
you’re
accessible
• From
stodgy
back
to
“grassroots”
marke+ng
goldenprac+ces.com 46

47. More
Info:
slideshare.net/goldenm
michelle@goldenprac+ces.com
goldenprac+cesinc.com
goldenprac+ces.com
(blog)
@michellegolden
(twioer)