Where Social Media and Traditional Marketing Intersect
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Leading Edge Alliance Young Professionals session covering basics of social media, how to weave it into individual marketing efforts, and where/how to begin.
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Where Social Media and Traditional Marketing Intersect
- 1. Where Social Media and Tradi0onal Marke0ng Intersect Modern Marke0ng for CPAs By Michelle Golden
- 2. Today. • WHAT • What is this? • What has changed? • WHY • Why do this stuff? • Why does it maDer? • HOW • How do we begin prac0cal applica0on? • How do we manage concerns?
- 3. WHAT ARE SOCIAL MEDIA?
- 4. Image: ironrodart (flickr) A con(nually changing set of tools and their users(!) that facilitate informa(on sharing and rela(onships. Online.
- 6. Effec0ve online presence means: • You’re findable • Illustrates your uniqueness & character • Supports your claims of exper0se • Demonstrates you’re a thinker & up-‐to-‐date • Conveys you’re accessible • From stodgy back to “grassroots” marke0ng
- 7. What’s content marke0ng? Image: iang (flickr)
- 8. Social Media 1. Engagement 2. Self-‐publishing • Can just engage • Can just publish • But publishing w/out engaging is merely passive marke0ng goldenprac0ces.com 8
- 9. Pick Your Purpose 1. Business development • Build/strengthen business rela0onships • Interact, share • Credibility • Build team, recrui0ng 2. Customer service/reputa0on enhancement • Create proac0ve fan base • Monitor • Make problems right 3. Just to learn (passive, but OK place to start)
- 10. WHAT’S CHANGED?
- 11. Personal > Corporate > Personal 1977 1999
- 12. Purpose?
- 13. Purpose?
- 15. Visibility + Credibility = KEY NOT A NEW FORMULA, THIS IS CLASSIC MARKETING
- 16. Personal Marke0ng Plans Innova(on (new solu0ons/ Expecta(on Management products, dev processes, Conversa(ons/Listening improve effec0veness) Debriefs (BARs/AARs) Con(nuing Ed (new, Delega(on advanced) Skill/Svc Current Face Time Apply Industry Knowledge Dev Clients Industry/Org Par(cipa(on (id KPIs/sector, studies, Succession/Transi(on surveys) Service Grid Worthiness of Trust Credibility COIs (behavior, impression, Conversa(ons/Listening respectable ext/int) Clarify Messages (educate) Competence Face Time/Follow-‐up (write, speak, lead) Reciprocity/Reward (track) Capability Evidence New Biz Target (case studies, tes0monials, representa0ve clients,) Involvement (visible in core markets) ID/Study/Refine Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness goldenprac0ces.com 16
- 17. Personal Marke0ng Plans Innova(on (new solu0ons/ Expecta(on Management products, dev processes, Conversa(ons/Listening improve effec0veness) Debriefs (BARs/AARs) Con(nuing Ed (new, Delega(on advanced) Skill/Svc Current Face Time Apply Industry Knowledge Dev Clients Industry/Org Par(cipa(on (id KPIs/sector, studies, Succession/Transi(on surveys) Service Grid Worthiness of Trust Credibility COIs (behavior, impression, Conversa(ons/Listening respectable ext/int) Clarify Messages (educate) Competence Face Time/Follow-‐up (write, speak, lead) Reciprocity/Reward (track) Capability Evidence New Biz Target (case studies, tes0monials, representa0ve clients,) Involvement (visible in core markets) ID/Study/Refine Conversa(ons/Listening Face Time/Follow-‐up Demonstrate Relevance, Credibility, Trustworthiness goldenprac0ces.com 17
- 18. Levels of Marke0ng Engaged LEADS Present Passive INVOLVEMENT goldenprac0ces.com 18
- 19. WHY DEAL WITH SOCIAL MEDIA? WHY DOES IT MATTER?
- 22. Overlay. Begin New Sales Per Month Twee0ng Integrate Launch website into Facebook Page all marke0ng Launch new website Teach team about SM Begin SEO 2003 2004 2005 2006 2007 2008 2009
- 23. HOW DO YOU IMPLEMENT?
- 25. Or Alltop.
- 26. Google Reader.
- 27. Get Found. • LinkedIn profile (solid) • Google profile (claim) • Bio on your website? • TwiDer? • Facebook? When they find you, what do people see? © 2010 Golden Prac0ces Inc
- 29. Why posi0on a specialty? 1. Stand apart more appealing + easier to find + compelling to buy from = higher close rate 2. Develop ‘GO-‐TO’ status step to front of line for quality referrals & publicity opportuni(es 3. People pay more for specialists 4. ADract recruits to a solid clientele 5. Create a more valuable prac0ce © 2010 Golden Prac0ces Inc 29
- 30. Build YOUR house
- 31. File Sharing Sites -‐ Slideshare Subscrip0ons: goldenm
- 32. File Sharing Sites: YouTube Subscrip0ons: cpatrendlines
- 33. Which tool for what? hDp://www.slideshare.net/goldenm/comparing-‐social-‐media-‐tools
- 34. LI for research & mee0ng prep. • Search prospects & referral sources • Load up and look up! • Ask mutual contact for recommenda0on or introduc0on • Spot employees with # contacts (sign helpful) • Study compe00on • Do they link to your customers? • Where do they hang? • Research customers 35
- 35. Who’s Cut Out for Blogging? hDp://www.slideshare.net/goldenm/anatomy-‐blog hDp://www.slideshare.net/goldenm/new-‐blog-‐process-‐chart © 2011 Golden Prac0ces Inc 36
- 36. Blog Fodder • Outbound emails • Search: TwiDer, YouTube, Slideshare, other • Skim Feeds (Google Reader, Stumble Upon, TwiDer – Flipboard) • Feature guests: clients, referral sources, prospects (ScoD H), academics, industry gurus, media commentators & journalists, other bloggers or would-‐be bloggers w/no plavorm yet
- 37. Presen0ng yourself. • People are ALWAYS beDer than logos • E.g. TwiDer: other than for marke0ng or cust svc rep, all CPAs s/tweet under their own name • Humanize yourselves cpa because it’s “grassroots” photo
- 38. Friends & followers. • Peers, colleagues • Industry experts, associa0on reps • Local and na0onal media • Thought leaders • Customers • Strangers who ask
- 39. Dos and Don’ts. • Be conversa0onal & friendly • Be authen0c & truthful—even fallible! (creates trust) • Add value, don’t just make noise • Promote (men0on, praise) others, don’t talk much about you or your firm (spam) • Remember your purpose—probably connec0on and impression © 2010 Golden Prac0ces Inc 40 40
- 40. Policy components • Liability disclaimers* • General communications/behavior* • Internet & email policies* • Specific social media tool policies
- 41. When SM works. • Grassroots marke0ng builds rela0onships • Expect lead results only when engaged • Be a reliable, credible source • People do more business w/people they know, like & trust • Have content strategies to keep it alive! 42
- 42. More Info: slideshare.net/goldenm michelle@goldenprac0ces.com goldenprac0cesinc.com goldenprac0ces.com (blog) @michellegolden (twiDer)