Presentation that provides practical methods for accounting firms seeking to measure the ROI on their social media marketing activities - Flashpoint Marketing - Accounting Firm Marketing.
2. Speaker Introduction
15 Years Accounting Marketing &
Business Development Experience
Former Big 4 & Regional Firm Marketing
Director
SEMPO Certified in Internet Marketing
SEMPO Certified in Advanced Search
Engine Optimization
5 Years Social Media Marketing
6. Functions of Social Media
Purpose for Using Social Media:
Enhance Search Engine
Optimization(SEO)
Share Thought Leadership
Engage Clients & Prospects
Recruiting
Manage the Firm’s Brand – Informal
Access
Advertising - LinkedIn
7. Focus & ROI
How You Use Social
Media Will Determine
How You Measure ROI
Let’s Discuss Strategy!
8. Effective Social Media Marketing
What are you
sharing?
Engaging
Content
Proper
Targeting
Where are you
sharing it?
Measurement
How are you
measuring
activity?
Interaction
How are you
interacting?
9. How Do People React?
How Alluring is The Content Your Sharing?
10. Assess Your Existing Content
Reflect on Your Content:
Us versus You
Audience Relevant versus Irrelevant
Overly Technical vs. Common Language
Current Events versus Months Old News
Interactive vs. Static
Social Media is The Tool Through Which Content is Shared!
11. Develop A Strategy
• What is/are the objectives of our strategy?
• Who Are You Targeting – Different Platforms for
Different Targets (Recruiting, Clients, etc.)
• What Type of Content Does Our Target Want?
• What Information is Our Audience Searching
For?
• How is Our Content Reinforcing Our Brand
Promise?
14. Content Sharing Ideas
• News – Firm or Industry
• Behind the Scenes Content
• Top 10 Lists
• Presentations
• Infographics
• Videos & Images
• Stats & Facts – Industry Studies, Surveys
15. Proper Targeting
There Are So Many Social
Media Platforms Available
Where Should You Be
Targeting Your Efforts?
Should I Invest Time On
New Platforms?
17. Most Effective Platforms
• Facebook – 845 Million Users
• Twitter – 300 Million Users
• LinkedIn – 135 Million Users
• Google Plus – 62 Million Users
• YouTube – 3 Billion Video Views Everyday
19. Your Approach Creates Value
Reflect on Your Approach:
Manually vs. Auto Managed
One Person vs. Multiple People
Commercialized vs. Authentic
Business vs. Personal Focus
Firm Centric vs. Topic/Audience Centric
Questions/Surveys vs. Firm News Items
20. Authenticity
Focus On Audience - Individualized
Listen To Your Audience - Content
Interact With Followers– Respond to
Posts, Comments, Re-Tweets, etc.
Genuine & Consistent Content
Create A Good Experience – Keep Them
Coming Back
21. Strike A Balance
Marketing Authenticity &
Engagement
The
Sweet
Spot
There Is a Proper Balance For Your Audience!
Authentic vs.
Transparency
26. Measuring Return
Important Social Media Metrics:
Mentions
Sentiment
Reach - Fans/Connections
Action - SEO Impact
Introductions Made
Questions Answered
Engagement - Number of Leads
35. In Perspective
Key Takeaways
Measurement = on How You Use Social Media
Leverage Effective Content for Sharing
Interaction - Be Authentic and Audience Centric
Right Platform = Right Engagement
Measuring Return is Not Always “Black & White”
Platform vs. Global Measurement Tools
Facebook is not just personal profiles for sharing photos of your dinner with your uninterested friends. It is actually a hugely important way to get thousands of people interacting with your business online and offline.Twitter – Excellent for following people in your industry, thought leaders, reporters and even for lead generation.LinkedIn – Excellent for recruiting and attracting prospects to your firm. Also a good forum for connecting people. This is Google’s reply to fears that Facebook is taking over. Its all about integrating your online social media life with your search engine
Measuring ROI on Social Media is Like Measuring the ROI of a Relationship.Similar to Putting a ROI Measurement on Your Office Phone System