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VSCPA Power of Social Media 2012
- 1. The Power of Social Media May 22, 2012 > Tina Lambert, CAE > Vice President of Member & Public Relations | Virginia Society of CPAs
- 2. D D d Why should I care about SOCIAL MEDIA?
- 3. D D d ROI = Return on Investment Return on Ideas
- 4. D D d
- 5. D D d Some GOALS for this session… • Overview of social media • Importance and advantages of social media • Tips for getting started • Resources and tools for success
- 6. D D d What the heck is SOCIAL MEDIA?
- 7. D D d SOCIAL MEDIA IS AN UMBRELLA TERM… THAT INCLUDES WEB-BASED AND MOBILE TECHNOLOGIES USED TO TURN COMMUNICATION INTO INTERACTIVE DIALOGUE BETWEEN ORGANIZATIONS, COMMUNITIES AND INDIVIDUALS. D D d
- 8. D also a fancy way to It’s D describe d PEOPLE having CONVERSATIONS online.
- 9. D The CONVERSATIONS are powered by… D d • Blogs • Podcasts & Videocasts • RSS • Photo & Video Sharing • Online Chat & Sites Listserves • Virtual Worlds • Wikis • Social Networks
- 10. D A shift in COMMUNICATION & D d CONVERSATION D Traditional Model Social Media Model D d
- 11. D D People are consuming d information differently… • 92 % use multiple platforms each day to get news • Facebook is reaching one BILLION users • Recent study shows students using Twitter for educational purposes outperformed, with higher GPAs and 2x more engaged in the classroom D D d Source: Pew Research Center
- 12. Is SOCIAL MEDIA a fad? You decide!
- 13. D D d Reason #1 SOCIAL NETWORKING SITES ARE THE MOST POPULAR SITES NEXT TO GOOGLE AND YAHOO — AHEAD OF PERSONAL EMAIL. Nielsen, Global Faces & Networked Places
- 14. D D d Reason #2 SOCIAL MEDIA HAS BECOME A FUNDAMENTAL PART OF GLOBAL BUSINESS AND WILL CONTINUE TO ALTER THE CONSUMER EXPERIENCE. John Burbank, CEO of Nielson Online
- 15. D D d Reason #3 TIME SPENT ON SOCIAL NETWORKS IS EXPLODING — 3X FASTER THAN OVERALL INTERNET RATE. Nielson, Global Faces & Network Places, 2009
- 16. R eason #4 D MEET YOUR FUTURE EMPLOYEES, PARTNERS, CFOs, D CEOs… d
- 17. D D Some Other ADVANTAGES… d • Cheaper • Viral • Interactive • Visible • Global • Changes quickly • Connects • SEO/Mobile
- 18. D D d Let’s pretend… •You went to a re a lly nic e hotel •Have a no t s o nic e experience •What do you do?
- 23. tweet
- 25. D D d How do I get on the SOCIAL MEDIA highway?
- 26. D D d Before you dive in with both feet… • What is your goal? • Who will represent you/your company? • When will you find time to participate? • How will you measure success?
- 27. D D d A. Listen B. Participate C. Drive D. Use Caution
- 29. D NLRB Social Media Guidance D d • Prohibit social media while at work? Or on company equipment? • Prohibit “friending” other employees? • Prohibit posting about the company? • Prohibit talking about coworkers? • Prohibit use of intellectual property? (trademarks, video) • Prohibit talking to the media? D • Prohibit talking in an indecent D manner or about inflammatory d topics?
- 30. D D E. Test Drive: Leading Social Media Tools d • Twitter • LinkedIn • Facebook • Private networks D D d
- 31. D D d • Communicate short (140-character) bursts of information to the people that subscribe to your updates (tweets) • Monitor trends, thought leadership, industry news, links to generate viral marketing • Examples D > @VSCPANews D > @TinaLambert d > @WendroffCPA
- 32. D D d • Professional, job lists, referrals, groups, networking, discussion boards, • Links social networks • Elevates firm in search lists • Moderate interaction • Examples > VSCPA D > AICPA D > CPA d
- 33. D D d • More personal interactions • Groups, pages, updates (customizable), • Links social networks • Large audience, activity • Robust privacy settings for mixing professional • Examples > VSCPA (and other state D societies) D > AICPA d > Becker CPA Review
- 35. D D d D D d
- 36. D D d • Post things of interest • Others can view, “pin” if they like • Great place for engagement D D d
- 37. D D Private Networks d • Engage groups in a secure forum • Enhance engagement • Targeted audience • Robust settings for communicating/sharing • Examples > VSCPA > ASAE
- 39. Connect by… • Creating a personalized profile • Connecting with colleagues • Joining or creating special interest communities • Sharing resources, including Word documents, PowerPoints, webinars, URLs and more • Interacting with volunteer groups on a more personal level • Opening select profile information, blogs and other info to the public
- 40. D D d What are some SOCIAL MEDIA resources?
- 41. D RESOURCES on social media D d Blogs 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 D Tweetie: www.atebits.com/tweetie-iphone D Hashtag: http://hashtag.org d Google Alerts: www.google.com/alerts
- 42. D RESOURCES on social media D d Social networks Facebook: www.Facebook.com LinkedIn: www.LinkedIn.com Plaxo: www.Plaxo.com HubStreet: www.HubStreet.com (for CPAs and lawyers) Multimedia sharing sites YouTube: www.YouTube.com (videos) Flickr: www.Flickr.com (photos) D Picasa: Picasa.Google.com (photos) D SlideShare: www.Slideshare.com (slidedecks) d
- 43. D RESOURCES on social media D d Podcasting 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 D Policies & Articles D Mashable: www.mashable.com d Governance: www.socialmediagovernance.com/policies.php
- 44. D D RESOURCES from the AICPA d AICPA Marketing Toolkit •Marketing and communications resources •Print ads, client brochures, posters, marketing articles and guides, customer service and selling tips, client satisfaction surveys and tips for working with the media. AICPA Social Media Toolkit •Sample strategic plans, policies and guidelines •Types of metrics •“How to” guides •Articles
- 45. D D RESOURCES from the VSCPA d > RSS > Podcasts > Blog (CPACafe.com) > Microblog (Twitter.com/VSCPANews) > Photo sharing (Flickr.com) > Video, Videocasts (YouTube) > Social networking (LinkedIn, Facebook) > Private network (VSCPA Connect) > Visit www.vscpa.com/SocialMedia
- 46. D D CONNECT with me d Tina Lambert, CAE VSCPA Vice President, Member & Public Relations • Phone: (804) 612-9416 • E-mail: tlambert@vscpa.com • Web: www.vscpa.com • LinkedIn: www.linkedin.com/in/tinalambert www.linkedin.com / search for “Virginia Society of CPAs” • Facebook: www.facebook.com/TinaLambert1 www.facebook.com / search for “Virginia Society of CPAs” D • Twitter: www.twitter.com/TinaLambert D www.twitter.com/VSCPANews d
- 47. D D d THANK YOU very much!
Notas do Editor
- One of the strongest ways to build your PERSONAL and BUSINESS brand, is through social media. Let’s take a poll of who is involved in social media right now. Show of hands: How many people have heard of social media? How many people read blogs? How many people have commented on a blog? How many people belong to LinkedIn? How many people belong to Facebook? How many people belong to Twitter? How many people have made a business contact, or done something to further their business or career, in any of these media? You’re going to get an overview of social media and why it’s important, and then four ways social media can help you in your career and business.
- Attention is the new currency · We live in a state of information overload. · Statistics show we are interrupted every 3 minutes during the course of the work day. · Average American is exposed to over 3,000 messages in a day. · In the last 30 years mankind has produced more information than in the previous 5,000 years. · We’ve become information rich and time poor. · Breaking through the clutter is both more challenging and more important than ever before.
- Is this out of control? Today's social media environment is crowded and noisy! New tools are appearing every day and social media hype and jargon is confusing to most of us. Too many people are focused on the technology of social networks, or which platform should they be using. The real value of a social network is within the value of the content , the level of engagement of the community and how the network is cultivated. A successful network leverages existing technologies but technology alone does not deliver real value … it is a tool.
- So going back to the original question: What is all this? According to Wikipedia: SOCIAL MEDIA INCLUDES WEB-BASED AND MOBILE TECHNOLOGIES USED TO TURN COMMUNICATION INTO INTERACTIVE DIALOGUE BETWEEN ORGANIZATIONS, COMMUNITIES AND INDIVIDUALS . Community : Having conversations Collaboration : Sharing ideas Creativity : Using conversations and idea sharing to facilitate innovative thinking Using all three things to ignite passion about topics, new ideas, etc.
- Social media is NOT about technology, it’s about PEOPLE and RELATIONSHIPS.
- So, what are these tools? Blog: web log, online diary RSS: really simple syndication. RSS feeds push news and information from websites into an RSS reader; you sign up for these. Online chat/listservers: Questions/answers/conversations via e-mail or web interface Wiki: Wikis are simply web pages that anyone who logs on to a site can edit. Social Networks: peer-to-peers sites, e.g. Myspace, Facebook, LinkedIn Podcasts and videocasts: streaming audio and video Video and photosharing sites: YouTube, Flickr Virtual worlds: graphic peer-to-peer network, SecondLife
- A new landscape where everyone has a voice, everything is immediate, discussions are global.
- Some of you may have seen this already … because it’s been viewed, oh, I don’t know, about 3 million times on YouTube already. But I love this video and I’m gonna show it to you anyway. It was created by Erik Qualm, wrote a book called Socialnomics, and I think it kind of captures the reason we’re here today. So indulge me for a few minutes and check this out. http://www.youtube.com/watch?v=sIFYPQjYhv8 You’ve gotten the overview of what this all means. Now, why should you care? We’ll discuss why this is importance in a cultural and global sense, and then we’ll talk about some real, practical ways social media can help you in your career.
- If THAT didn’t convince you, here are a few more reasons! Myspace and Facebook are listed directly under Google and Yahoo as most visited sites on the web.
- 2/3 of global Internet population use a social networking site Boomers, and specifically women 54+ are the fastest growing adopters
- 79% of business communicators report using social tools frequently to engage employees and foster productivity 75% of employees have used social networking sites (Facebook, Twitter and LinkedIn) for business purposes 70% of companies allow / encourage employees to use social media 50% of employers allow employees to speak freely (without moderation) on social networking sites
- In 2010, Millenials/Gen Y’ers outnumbered baby boomers!! Millenials have grown up on the Internet. The already wield $350 billion/year in direct spending power.
- Edelman's Digital Public Affairs team in DC has authored an awesome white paper that takes you inside the Obama campaign. He had 3 million online donors during the election and 2 million people were passionate enough to create profiles on my.barackobama.com. Well at his Web site he lists no fewer than 16 social media sites where he has a presence, including MySpace, Facebook and Twitter.
- Listen Immerse yourself in conversations Monitor trends & competition Google alerts, Twitter searches Determine process Participate Set up a profile Friend 25 people Comment on blogs Answer questions The rule of thirds: personal, professional, profitable Drive conversations Share your expertise Create content/ideas Write a blog Think MULTIMEDIA Use Caution Privacy : Customize what others 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.
- Right to Privacy You may have heard recently about employers asking job candidates for Facebook login information, including passwords. Legislators in two states, New Jersey and Illinois, as well as Sen. Richard Blumenthal (D) of Connecticut are drafting laws outlawing employers from asking for social media passwords. In a May 30, 2012, report whose guidance is likely to be challenged in the courts, the National Labor Relations Board (NLRB) cautioned that it believes that numerous common clauses in social media policies violate the National Labor Relations Act (NLRA). While Acting General Counsel Lafe Solomon’s report outlined six cases where it found clauses in employers’ social media policies to violate Section 7 of the NLRA, it provided in full one social media policy that was deemed lawful in its entirety. Facebook: “That’s why we’ve made it a violation of Facebook’s Statement of Rights and Responsibilities to share or solicit a Facebook password.” Stay tuned on this issue. But this truly illustrates how desirable this information is to potential employers, clients, business partners, etc. The bottom line is: Protect your privacy. Portray yourself how you want to be portrayed.
- In a May 30, 2012, report whose guidance is likely to be challenged in the courts, the National Labor Relations Board (NLRB) cautioned that it believes that numerous common clauses in social media policies violate the National Labor Relations Act (NLRA). While Acting General Counsel Lafe Solomon’s report outlined six cases where it found clauses in employers’ social media policies to violate Section 7 of the NLRA, it provided in full one social media policy that was deemed lawful in its entirety.
- Wendroff & Associates, LLC, a leading full service CPA firm offering Tax Consulting, CFO Services and Bookkeeping, was recently chosen as number 52 of the Top 100 Most Insightful People to Follow on Twitter by OnlineCollegeDegree.org, a website that helps people choose the best online degree program. The list, which was announced July 30th, included President Barack Obama and CNBC Financial Commentator Suze Orman. Going by the name WendroffCPA on Twitter, the firm answers any tax questions posted by its Twitter fans and tweets about tax legislation, business advice and firm news. At more than 7000 followers, Wendroff CPA is one of the most followed CPA’s on Twitter. Darren, director of communications, almost three closed clients. 3 were in DC Metro area. Darren is a journalist. Very good at delivering good content. Most important is that your giving good content and information. “The E-Myth” … working on the business vs. in the business. To grow the business, they have to leave their duty of being the technician and become the business owner. Awesome company called CommonCraft.com that has developed tons of videos that break social media tools into layman’s terms. Very simple, but very effective.
- Facebook rolled out the timeline feature for all brand/business pages on March 30. And it’s all about storytelling and sharing. And individual accounts will eventually be transitioned to timeline as well. Be sure to think strategically about your cover photo to ensure it shows the personality of your brand. Visit www.mashable.com for articles and to view some excellent examples like Coke, Toyota, Starbucks.
- VSCPA timeline has member focus
- Pinterest is exploding – Lately, there has been a lot of buzz about www.Pinterest.com , the social media platform where you post images and things of interest you find that others can view and “pin” if they like. With more than 11 million unique visitors in the U.S. alone, it’s competing with Facebook and Tumblr for engagement. Many businesses and professionals are finding a place there for brand promotion.
- As you heard, Connect, the VSCPA’s new private social network just for members, launched in March 2012.
- So why did we feel this was a strategic and worthwhile endeavor? Associations are all about connections — to the profession, to resources, to each other. … which is why private social networks are a current association trend, one which we’re truly at the forefront of. The American Society of Association Executives, for example, launched its social network not long before we launched ours. Plus, ASAE uses the same powering technology provided by Higher Logic. We were the second state CPA society to launch, just behind New Jersey. Two others have followed suit since.
- A private social network allows members to create a personal profile, connect with one another on a more personal level despite geographic hurdles, meet virtually and share resources and information…all in a safe, private environment. The beauty of our social network is that members can choose to make certain information public, too, if they’d like to, which can be a strategic marketing decision.