Should CEOs blog? and Tweet?
You will learn why the answer is yes and see examples of social media for learning, communicating and possibly changing our organizations in major ways. We are truly experiencing a social media revolution (Eric Qualman)
This preso is my latest on Social Media & the Role of the Chief Executive given to the CPA-SEA meeting of State Society CEOs and the AICPA at the mid-winter meeting 2012.
Full of links and resources, including the five steps to get started now, reading list, and videos to inspire you and provoke you to action!
1. Social Media & the Role of the
Chief Executive
CPA-SEA Mid-winter Meeting
Tucson, AZ
Tom Hood, CPA.CITP
CEO
Maryland Association of CPAs
Business Learning Institute
2. Why CEOs 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 information,
knowledge, and entertainment. In-
forming is about self-collaboration—
becoming your own self-directed and self-
empowered researcher, editor, and
selector of entertainment.
– Thomas Friedman
3.
4. I don’t know the future. I didn’t come here to tell
you how this is going to end. I came here to tell you
how it’s going to begin.
I am going to hang up this phone and then I am
going to show these people what you don’t want
them to see. I am going to show them a world
without you. A world without rules and controls,
without borders or boundaries. A world where
anything is possible. Where we go from there is a
choice I leave to you.
http://www.youtube.com/watch?v=aOg9IcxuV2g
5. The single most important trend in the world today
"It starts with the fact that globalization and the
information technology revolution have gone to a whole
new level. Thanks to cloud computing, robotics, 3G
wireless connectivity, Skype, Facebook, Google,
LinkedIn, Twitter, the iPad, and cheap Internet-enabled
smartphones, the world has gone from connected to
hyper-connected.”
- Thomas Friedman NY Times
author
The World is Flat
American Institute of CPAs
8. Social Media & Web 2.0 – Threat or Opportunity
Associations:
Road Kill on the
Information
Super Highway
“Tools that provide simple ways of creating groups lead to new groups, [...]
and not just more groups but more kinds of groups. […] New social tools are
altering this equation by lowering the costs of coordinating group action.” –
Clay Shirky – Here Comes Everybody (picture from Digital Now 2009)
9. Example of new group formed with new tools
http://thriveal.com/
10. Why CEOs should blog?
1. Thought Leadership (Jody Padar example)
2. Engagement with more members and shared
insights (AICPA Leadership Academy)
3. Real Time Focus group
4. Communication and connecting your
organization (Marriott Story & MACPA CFO Conference)
5. MACPA uses of social media
6. The Power of Blogging
7. Case Studies (Connecting to Thought Leaders, Connecting 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 Organizations
11. Getting Started
12. If you Need Help & Resources
13. Social Media Engages & Shares Insights
The twitter stream from AICPA Leadership Academy
35
14. Real Time Focus Group
Example of using Twitter to get immediate real time feedback for this preso
15. The Marriott Story
“Bill’s blog makes me feel
connected to the organization
in a way I had not felt before. I
feel more informed and closer
to the organization than ever
before.” – from a Marriott
Finance Team member during
an MACPA Professional Issues
update at their HQ in
Bethesda, MD ].
What if you could keep your organization informed and inspired
by your thoughts?
16. MACPA’s Social Media Map
82,027 views
1,251 connections
450 connections
80,568 views
3,570 followers
450 members
Top Accounting
Blogs – 2009, 2010,
2011
Top 50 Business Blogs - 2011 34
17. Seth Godin and Tom Peters on blogging
http://www.youtube.com/watch?v=livzJTIWlmY
19. Three authors
ReTweeted this
blog post which
mentioned their
books…
http://www.cpasuccess.com/2012/01/the-top-ten-business-books-of-2011.html
20. 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
participants.
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 mentioned
4. Let the conversation
continue!
21. 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 Leadershift
http://youtu.be/3nUhFut5CjM
• Post preso on www.slideshare.net http://dld.bz/afX8M
• Blog post about Beach Retreat session on www.cpasuccess.com
http://dld.bz/afX2K
• Blog sends out tweet http://dld.bz/agc52 mentions example from
class twitter handles
• Tom Peters responds http://dld.bz/agc5U
• Emmanuel Gobillot responds on Twitter http://dld.bz/agc6v
• And on www.bizlearningblog.com w/ comment http://dld.bz/agc6C
• And involved Joe Boutte http://dld.bz/agc6Q
• And featured by Dr. Steve Hornik (UCF – Accounting)
http://dld.bz/agc8f
22.
23. The post was even featured in an accounting
educator’s “daily” distributed to his followers.
http://dld.bz/agc8f
Featured
our blog
post
24. 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 twitter 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.
26. Should CEOs blog themselves?
The best advice is to blog yourself – find your authentic voice so you are part of the
conversation
27. Top Ten Learning Technologies
1. Twitter – micro-updating tool
2. YouTube – video hosting and sharing tool
3. GoogleDocs – online collaboration tool
4. Delicious – social bookmarking tool
5. Slideshare – presentation hosting 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 participants. Source: www.C4LPT.co.uk
28. Risk Management
Don’t let this happen to you
This is the biggest fear of
social media. You can
mitigate 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.
30. It’s Bigger Than You Think – Social
Organizations
From: To:
Hierarchy Network
Command & Control Connect & Collaborate
Experience Curve Collaboration Curve
Lecturer Facilitator
Push Pull
31. Where to from here?
“I don’t think it’s
crazy to ask if
your CEO is the
next Mubarak”
- Gary Hamel
32. Are you a social business?
“A Social Business isn’t just a
company that has a Facebook page
and a Twitter account. A Social
Business is one that embraces and
cultivates a spirit of collaboration
and community throughout its
organization—both internally and
externally.”
http://www.ibm.com/blogs/zz/en/
33. From Push to Pull
Engaged – Transparent - Nimble
34. Five Ways to Get started…
1. Create your digital
footprint (Linked-In, Facebook,
Google +, Twitter)
2. Start listening (use google
reader and twitter to start listening)
3. Make friends (build your
network and follow on twitter)
4. Create & Share (join the
conversation by commenting,
Retweeting, and start a blog)
5. Recognize &
Reciprocate (always recognize
and attribute other’s work)
35. If you need help
Let Bill Sheridan, National Thought
Leader and architect of MACPA’s award-
winning social media strategy, be your
trusted guide to help you jump start
your social media expertise.
In seven tele-coaching session, Bill will
guide you through creating a social
strategy and hands-on coaching to get
you up and running fast!
BLI program: Social Media Strategy &
Quick Start: Developing and
Implementing a Social Media Strategy
for CPA Firms & Organizations
http://cpa.tc/8s
36. 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
37. More Resources
CPA Success posts about social media
http://www.cpasuccess.com/social-media/
Self-directed learning guide – 15 min a day
http://www.cpalearning2.com/
Can Social Media Help You Learn?
http://cpa.tc/sociallearn
Making Social Media Work for You
http://www.journalofaccountancy.com/Multimedia/TomHood.htm
Social Media for Learning
http://cpa.tc/sociallearn
Social Media for CPAs and CEOs – interviews & stories
http://cpa.tc/social
How to Leverage Social Media – Journal of Accountancy
http://cpa.tc/8u
38. 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
39. Follow me on:
Tom Hood, CPA.CITP
CEO Twitter: http://www.Twitter.com/tomhood
Maryland Association of CPAs
LinkedIn: http://www.linkedin.com/in/tomhood
Business Learning Institute
(443) 632-2301 Facebook: http://www.facebook.com/thoodcpa
E-mail tom@macpa.org
Plaxo: http://tomhood.myplaxo.com
Web http://www.macpa.org
Blog http://www.cpasuccess.com Slideshare: http://www.slideshare.net/thoodcpa
Blog http://www.bizlearningblog.com
Youtube: http://www.youtube.com/thoodcpa
Second Life avatar name: Rocky Maddaloni
Hinweis der Redaktion
http://www.youtube.com/watch?v=aOg9IcxuV2gArewe in the Matrix? Remember the final scene where Neo answers the phone and flies off into the future?In know you out there. I can feel you know. You’re afraid. You’re afraid of us. You’re afraid of change.I don’t know the future. I didn’t come here to tell you how this is going to end. I came here to tell you how it’s going to begin. I am going to hang up this phone and then I am going to show these people what you don’t want them to see. I am going to show them a world without you. A world without rules and controls, without borders or boundaries. A world where anything is possible. Where we go from there is a choice I leave to you.
The most important trend in the world
This is the real issue – getting a grip on social media.
Red Herringmagazine had a feature article around 2002 in the early stages of the internet titled, Associations: Road-kill on the information superhighway. That article scared me as it foretold the disintermediation of associations.In 2009, Clay Shirky (author of Here Comes Everybody) spoke at the Digital Now Conference in Orlando, FL where he spoke about how there are no barriers to forming “associations” with all of the social media tools. There is a grate example of that with the Thriveal networks of CPAs started by Jason Blumer in SC. http://www.thriveal.com
Jody Padar made it to the Accounting Today Top 100 list in a very short time propelled by her ability to get heard via social media. It used to take decades to make that influential list – she did it in 2-3 years.
Example of engagement by the AICPA Leadership Academy in a twitterstream. Young Professionals share insights with each other in real time.
MACPA Social Media MAP – we elected to throw our “lines’ into every fishing hole. Notice slideshare stats which is one of the most powerful social media tools you can use for finadability and pull.
Engaged - A Social Business connects people to expertise. It enable individuals – whether customers, partners or employees – to form networks to generate new sources of innovation, foster creativity, and establish greater reach and exposure to new business opportunities. It establishes a foundational level of trust across these business networks and, thus, a willingness to openly share information. It empowers these networks with the collaborative, gaming and analytical tools needed for members to engage each other and creatively solve business challenges. Transparent - A Social business strives to remove unnecessary boundaries between experts inside the company and experts in the marketplace. It embraces the tools and leadership models that support capturing knowledge and insight from many sources, allowing it to quickly sense changes in customer mood, employee sentiment or process efficiencies. It utilizes analytics and social connections inside and outside the company to solve business problems and capture new business opportunities. Nimble - A Social Business leverages these social networks to speed up business, gaining realtime insight to make quicker and better decisions. It gets information to customers and partners in new ways -- faster. Supported by ubiquitous access on mobile devices and new ways of connecting and working together in the Cloud and on open platforms, a Social Business turns time and location from constraints into advantages. Business is free to occur when and where it delivers the greatest value, allowing the organization to adapt quickly to the changing marketplace.
Create a digital footprint – Create profiles on Facebook, LinkedIn, Google and Twitter. It is almost as important now to reserve firm and individual names as it was to take ownership of your firm’s unique URL back when the web was in its infancy. Start listening – Use Google Reader or Bloglines to read (and listen) to conversations in the blogosphere. Find and follow people on Twitter whom you find interesting. Consider your firm’s niches, CPA professionals, your clients’ industries as well as media. Some good resources are 1) the Top50 Blogs in Accounting by Biz.edu (http://www.onlinembarankings.net/ blog/2008/08/the-numbers-top-50-accounting-blogs/); 2) Blog search www.blogsearch.google.com; and 3) Twitter search www.search.twitter.com. Make friends – “Power friending” is a term used by social media users when one finds a person of interest and explores his or her connections and networks to find even more thought leaders. This process includes leaving comments on blogs, “retweeting” links and comments and referencing content (and links) when you post to any of your chosen social network platforms (e.g., Twitter, Facebook, LinkedIn). Create and share – Start a blog and share articles, links, and other items of note. It’s important to offer perspective as well as invite conversation (comments and questions). Recognize & reciprocate – One of the most important concepts in social media is to promote yourself (or your firm) by promoting others first. Make sure you are attributing any content or references to the appropriate authors or sources. This is an ethical “must” and powerful way to build an online network. When you make references, it draws others to the source along with you you. Before long you will have a diverse and helpful network if you follow this plan.