How can CPAs use social media to build their practices? Become thought leaders? Engage customers and employees? Tom Hood, CPA,CITP,CGMA shares his experiences as one of the top social media leaders in the CPA Profession since he started with his blog in 2006. He updates us with real stories of CPAs and adds the latest research on social media. He also highlights more resources to get you started, including e-learning, and on-site training available from the Business Learning Institute (BLI).
This presentation was made for the AICPA FVS (Forensic & Valuation Services Conference in Orlando).
1. Ge#ng
an
ROI
from
Social
Media
via
ROA
(Return
on
A:en;on)
AICPA
Forensic
&
Valua;ons
Conference
Orlando,
FL
November
13,
2012
Tom
Hood,
CPA.CITP.CGMA
CEO
Maryland
Associa;on
of
CPAs
Business
Learning
Ins;tute
2. “Unconference”
• The
next
9
slides
(pages)
are
from
the
“unconference”
por;on
of
this
session.
Tools
used
were
www.gosoapbox.com
audience
par;cipa;on
systems,
twi:er
(hashtag
#AICPAFVC),
and
i2a:
Insights
to
Go
worksheet
(h:p://www.bizlearning.net/live/i2astrategicplanning)
• Par;cipants
were
given
;me
to
reflect
and
record
insights
and
work
on
an
immediate
ac;on
plan
to
take
their
learning
back
home.
4. Respond to a Poll
Ask a Question
Vote up a Question
5.
6.
7.
8.
9.
10.
11. “Leadership
is
the
ability
to
gain
insights
and
the
ap;tude
to
turn
them
into
ac;on.
Insight
without
ac;on
is
either
useless
or
destruc;ve.”
–
Tom
Hood
&
Gretchen
Pisano
developers
of
i2a:Insights
to
Ac;on
Strategic
Thinking
System
h:p://www.bizlearning.net/live/i2astrategicplanning
18. ROA!
Or
will
you
s;ll
be
in
business
in
three
(3)
years?
19. The
DEAD
trends
• Demographic
trend
which
will
make
your
experience
irrelevant
• Experience
trend
which
will
make
your
knowledge
obsolete
&
irrelevant
• A:en;on
trend
which
will
make
your
efforts
irrelevant
• Democra;c
trend
which
will
make
your
power
irrelevant
Source:
Emmanuel
Gobillot
author
of
Leadershie
20. Five
Things
Every
Professional
Needs
to
be
Good
At
1. Learning
and
staying
on
the
cu#ng
edge.
2. Managing
your
career
(yep,
you
have
to
take
charge
of
your
own
career).
3. Doing
the
work
(research,
produc;vity,
communica;on).
4. Interac;ng
with
your
peers
and
colleagues.
5. Becoming
a
thought
leader
in
your
field.
-‐
Allen
Blue
co-‐founder
Linked-‐In
h:p://lnkd.in/HghTcX
22. MACPA’s Social Media Map
131,370 views
1,907 connections
450 connections
80,568 views
4,496 followers
450 members
Top Accounting
Blogs – 2009, 2010, 2011
Top 50 Business Blogs - 2011 34
23. The
Tools
“Use
the
tools,
don’t
let
the
tools
use
you!”
–
Francine
McKenna
www.retheauditors.com
www.twi:er.com/retheauditors
24. Accoun4ng
Firm
Use
of
Social
Media
CPA2Biz
2012
Technology
Survey
80
70
Firm Usage of Blogs and Twitter
60
each up 60% year-over-year
50
40
2011
30
2012
20
10
-‐
LinkedIn
FaceBook
Twi:er
Blog
• 34% of CPAs surveyed are using tablets (iPads) for business purposes,
and another 12% plan to soon
• According to recent Boomer study, this is as high as 57% for mid sized firms
CPA2Biz, Inc. - Proprietary and Confidential Information
32. Ten
things
to
know
about
Social
Media?
1. Thought
Leadership
(Jody
Padar
example)
2. Engagement
with
more
member/customers
and
shared
insights
(AICPA
Leadership
Academy)
3. Real
Time
Focus
group
4. Communica;on
and
connec;ng
your
organiza;on
(Marrio:
Story
&
MACPA
CFO
Conference)
5. MACPA
uses
of
social
media
6. The
Power
of
Blogging
7. Case
Studies
(Connec;ng
to
Thought
Leaders,
Connec;ng
to
Members
–
Books,
MACPA
Beach
Retreat
&
NE
CPE
Conference)
8. Top
Ten
(Social)
Learning
Technologies
9. Risk
Management
10. It
is
bigger
than
you
think
–
Social
Business
39. The
Marrio:
Story
“Bill’s
blog
makes
me
feel
connected
to
the
organiza7on
in
a
way
I
had
not
felt
before.
I
feel
more
informed
and
closer
to
the
organiza7on
than
ever
before.”
–
from
a
Marrio:
Finance
Team
member
during
an
MACPA
Professional
Issues
update
at
their
HQ
in
Bethesda,
MD
].
What
if
you
could
keep
your
organiza;on
informed
and
inspired
by
your
thoughts?
40. Three
authors
ReTweeted
this
blog
post
which
men;oned
their
books…
h:p://www.cpasuccess.com/2012/01/the-‐top-‐ten-‐business-‐books-‐of-‐2011.html
41. Case
Study
–
MACPA
Beach
Retreat
The
next
three
slides
show
the
way
you
can
use
social
media
to
engage
a
broader
audience
and
create
a
resource
for
par;cipants.
1. Post
preso
on
www.slideshare.net
2. Embed
it
and
other
resources
and
links
in
your
blog
post
3. Tweet
it
out
and
use
the
@name
of
people
men;oned
4. Let
the
conversa;on
con;nue!
42. Follow
the
links
How
social
media
can
be
used
for
leadership
&
learning
• Live
session
at
MACPA
Beach
Retreat
• Video
interview
w/
Emmanuel
Gobillot,
author
of
Leadershie
h:p://youtu.be/3nUhFut5CjM
• Post
preso
on
www.slideshare.net
h:p://dld.bz/afX8M
• Blog
post
about
Beach
Retreat
session
on
www.cpasuccess.com
h:p://dld.bz/afX2K
• Blog
sends
out
tweet
h:p://dld.bz/agc52
men;ons
example
from
class
twi:er
handles
• Tom
Peters
responds
h:p://dld.bz/agc5U
• Emmanuel
Gobillot
responds
on
Twi:er
h:p://dld.bz/agc6v
• And
on
www.bizlearningblog.com
w/
comment
h:p://dld.bz/agc6C
• And
involved
Joe
Bou:e
h:p://dld.bz/agc6Q
• And
featured
by
Dr.
Steve
Hornik
(UCF
–
Accoun;ng)
h:p://dld.bz/agc8f
43.
44. The
post
was
even
featured
in
an
accoun;ng
educator’s
“daily”
distributed
to
his
followers.
http://dld.bz/agc8f
Featured
our
blog
post
45. Social
Media
to
engage
&
connect
at
the
NE
CPE
conference
Another
example
of
using
social
media
to
engage
a
broader
audience.
In
this
case
I
used
twi:er
to
get
feedback
from
CPAs
about
the
use
of
social
media
in
learning.
It
also
informed
CPAs
about
the
NE
CPE
Conference
so
they
“heard”
that
we
were
working
hard
to
improve
the
learning
for
them.
The
followed
up
with
a
blog
post
about
the
event
and
got
more
engagement
with
comments
from
the
group.
47. Top
Ten
Learning
Technologies
1.
Twi:er
–
micro-‐upda;ng
tool
2.
YouTube
–
video
hos;ng
and
sharing
tool
3.
GoogleDocs
–
online
collabora;on
tool
4.
Delicious
–
social
bookmarking
tool
5.
Slideshare
–
presenta;on
hos;ng
and
sharing
tool
6.
Skype
–
instant
messaging
and
VoIP
call
tool
7.
Google
Reader
–
RSS
feed
reader
8.
Wordpress
–
blogging
tool
9.
Facebook
–
social
networking
site
10.
Moodle
–
course
management
system
Social
Learning
is
quickly
emerging
as
a
major
use
of
social
media
and
a
way
to
engage
deeper
with
our
members
and
par;cipants.
Source:
www.C4LPT.co.uk
48. Case
Studies
On
the
Cover
of
a
Magazine?
• BCG
&
Company
–
blogs,
twi:er
• Naden/Lean
–
blogs,
twi:er
• James
Carroll
–
facebook,
twi:er
• Morris
&
D’Angelo
52. Risk
Management
Don’t
let
this
happen
to
you
This
is
the
biggest
fear
of
social
media.
You
can
mi;gate
this
fear
with
training
and
a
good
policy.
MACPA’s
social
media
policy
incorporates
the
Code
of
Ethics
of
the
CPA
Profession
and
our
State
Board
of
Accountancy
into
the
best
of
breed
policy
from
IBM.
On
the
next
slide.
54. It’s
Bigger
Than
You
Think
–
Social
Organiza;ons
From:
To:
Hierarchy
Network
Command
&
Control
Connect
&
Collaborate
Experience
Curve
Collabora;on
Curve
Lecturer
Facilitator
Push
Pull
55. Where
to
from
here?
“I
don’t
think
it’s
crazy
to
ask
if
your
CEO
is
the
next
Mubarak”
-‐
Gary
Hamel
56. Are
you
a
social
business?
“A
Social
Business
isn’t
just
a
company
that
has
a
Facebook
page
and
a
TwiMer
account.
A
Social
Business
is
one
that
embraces
and
cul7vates
a
spirit
of
collabora7on
and
community
throughout
its
organiza7on—both
internally
and
externally.”
h:p://www.ibm.com/blogs/zz/en/
57. You
have
3
years
at
most!
h:p://cpa.tc/engagement
• Cloud
• Mobile
• Social
• Value-‐added
• Collabora;ve
h:p://cpa.tc/socialbiz
58. The challenge is how to position
our organizations for L > C
“To keep pace in your
L>C
industry, let alone as a
leader, requires your rate
of LEARNING to be
greater than, or equal to,
the rate of CHANGE.”
59. Why
you
should
care
about
Social
Media
“In-‐forming
is
the
individual
person's
analog
to
open-‐sourcing,
outsourcing,
insourcing,
supply-‐chaining,
and
offshoring.
Informing
is
the
ability
to
build
and
supply
your
own
personal
supply
chain—a
supply
chain
of
informa4on,
knowledge,
and
entertainment.
In-‐
forming
is
about
self-‐collabora4on—
becoming
your
own
self-‐directed
and
self-‐
empowered
researcher,
editor,
and
selector
of
entertainment.
–
Thomas
Friedman
60. Five
Ways
to
Get
started…
1. Create
your
digital
footprint
(Linked-‐In,
Facebook,
Google
+,
Twi:er,
blog)
2. Start
listening
(use
google
reader
and
twi:er
to
start
listening)
3. Make
friends
(build
your
network
and
follow
on
twi:er)
4. Create
&
Share
(join
the
conversa;on
by
commen;ng,
Retwee;ng,
and
start
a
blog)
5. Recognize
&
Reciprocate
(always
recognize
and
a:ribute
other’s
work)
61. If
you
need
help
Let
Bill
Sheridan,
Na;onal
Thought
Leader
and
architect
of
MACPA’s
award-‐
winning
social
media
strategy,
be
your
trusted
guide
to
help
you
jump
start
your
social
media
exper;se.
In
seven
tele-‐coaching
sessions,
Bill
will
guide
you
through
crea;ng
a
social
strategy
and
hands-‐on
coaching
to
get
you
up
and
running
fast!
BLI
program:
Social
Media
Strategy
&
Quick
Start:
Developing
and
Implemen;ng
a
Social
Media
Strategy
for
CPA
Firms
&
Organiza;ons
h:p://cpa.tc/8s
62. Start
Today!
“On
the
field
of
the
Self
stand
a
knight
and
a
dragon.
You
are
the
knight
and
Resistance
is
the
dragon”
–
Steven
Pressfield
Do
the
Work
63. Some
star;ng
points
• Michelle
Golden
(Golden
Prac;ces;
h:p://goldenmarke;ng.typepad.com)
• Paul
Caron
(TaxProf;
h:p://taxprof.typepad.com)
• Caleb
Newquist
&
Adrienne
Gonzalez
(Going
Concern;
h:p://goingconcern.com)
• Rick
Telberg
(CPA
Trendlines;
h:p://cpatrendlines.com)
• Francine
McKenna
(re:
The
Auditors;
h:p://retheauditors.com)
• David
Albrecht
(The
Summa;
h:p://profalbrecht.wordpress.com)
• Tax
Policy
Center
(Tax
Vox;
h:p://taxvox.taxpolicycenter.org)
• Tax
Founda;on
(Tax
Policy;
www.taxfounda;on.org
/blog)
• Tom
Hood
and
Bill
Sheridan
(CPA
Success;
www.cpasuccess.com)
• Blumer
CPAs/THRIVEal
h:p://blumercpas.com/blog
• Kelly
Phillips
Erb
Tax
Girl
h:p://blogs.forbes.com/kellyphillipserb
• Tom
Selling
The
Accoun;ng
Onion
h:p://accoun;ngonion.typepad.com
• Jody
Padar
-‐
Accoun;ng
Tomorrow
h:p://www.accoun;ngtoday.com/acto_blog/
• Jeff
Drew
–
Another71
(CPA
Exam
blog)
h:p://www.another71.com/
64. More
Resources
CPA
Success
posts
about
social
media
h:p://www.cpasuccess.com/social-‐media/
Self-‐directed
learning
guide
–
15
min
a
day
h:p://www.cpalearning2.com/
Can
Social
Media
Help
You
Learn?
h:p://cpa.tc/sociallearn
Making
Social
Media
Work
for
You
h:p://www.journalofaccountancy.com/Mul;media/TomHood.htm
Social
Media
for
Learning
h:p://cpa.tc/sociallearn
Social
Media
for
CPAs
and
CEOs
–
interviews
&
stories
h:p://cpa.tc/social
How
to
Leverage
Social
Media
–
Journal
of
Accountancy
h:p://cpa.tc/8u
65. Recommended
Reading
• The
Corporate
Blogging
Book
by
Debbie
Weil
• Crush-‐It
by
Gary
Vaynerchuk
• The
Whuffie
Factor
by
Tara
Hunt
• Here
Comes
Everybody
by
Clay
Shirky
• Social
Media
Strategies
for
Professionals
and
Their
Firms
by
Michelle
Golden
• Switch:
How
to
Change
When
Change
is
Hard
–
Chip
&
Dan
Heath
• Escaping
Velocity
by
Geoffrey
Moore
66. Follow
me
on:
Tom
Hood,
CPA.CITP
ü
Twi:er:
h:p://www.Twi:er.com/tomhood
CEO
ü
LinkedIn:
h:p://www.linkedin.com/in/tomhood
Maryland
Associa4on
of
CPAs
Business
Learning
Ins4tute
ü
Facebook:
h:p://www.facebook.com/thoodcpa
(443)
632-‐2301
ü Plaxo:
h:p://tomhood.myplaxo.com
E-‐mail
tom@macpa.org
Web
hWp://www.macpa.org
ü Slideshare:
h:p://www.slideshare.net/thoodcpa
Blog
hWp://www.cpasuccess.com
ü Youtube:
h:p://www.youtube.com/thoodcpa
Blog
hWp://www.bizlearningblog.com
ü Second
Life
avatar
name:
Rocky
Maddaloni