Where Social Media and Traditional Marketing Intersect
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Transcript of Where Social Media and Traditional Marketing Intersect
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Where Social Media and Tradi0onal Marke0ng Intersect
Modern Marke0ng for CPAs
By Michelle Golden
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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?
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WHAT ARE SOCIAL MEDIA?
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A con(nually changing set of tools and their users(!) that facilitate informa(on sharing and rela(onships. Online.
Image: ironrodart (flickr)
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Image: thomaschung (flickr)
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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
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What’s content marke0ng?
Image: iang (flickr)
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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
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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)
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WHAT’S CHANGED?
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Personal > Corporate > Personal
1977 1999
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Purpose?
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Purpose?
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WHAT HASN’T CHANGED?
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Visibility + Credibility = KEY
NOT A NEW FORMULA, THIS IS CLASSIC MARKETING
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Current Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid
Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target
Innova(on (new solu0ons/ products, dev processes, improve effec0veness)
Con(nuing Ed (new, advanced)
Apply Industry Knowledge (id KPIs/sector, studies, surveys)
Worthiness of Trust (behavior, impression, respectable ext/int)
Competence (write, speak, lead)
Capability Evidence (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
Personal Marke0ng Plans
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Current Clients
COIs
New Biz
Credibility
Skill/Svc Dev
Expecta(on Management Conversa(ons/Listening Debriefs (BARs/AARs) Delega(on Face Time Industry/Org Par(cipa(on Succession/Transi(on Service Grid
Conversa(ons/Listening Clarify Messages (educate) Face Time/Follow-‐up Reciprocity/Reward (track) Target
Innova(on (new solu0ons/ products, dev processes, improve effec0veness)
Con(nuing Ed (new, advanced)
Apply Industry Knowledge (id KPIs/sector, studies, surveys)
Worthiness of Trust (behavior, impression, respectable ext/int)
Competence (write, speak, lead)
Capability Evidence (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
Personal Marke0ng Plans
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LEADS
INVOLVEMENT
Levels of Marke0ng
Passive
Present
Engaged
goldenprac0ces.com 18
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WHY DEAL WITH SOCIAL MEDIA?
WHY DOES IT MATTER?
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Image: fuzzyscalyman (flickr)
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Integrated marke0ng.
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Overlay. New Sales Per Month
2003 2004 2005 2006 2007 2008 2009
Begin SEO
Teach team about SM
Launch new website
Integrate website into all marke0ng
Begin Twee0ng
Launch Facebook Page
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HOW DO YOU IMPLEMENT?
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image: niclindh (flickr)
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Or Alltop.
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Google Reader.
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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
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Image: lydiaboote (flickr)
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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
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Build YOUR house
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File Sharing Sites -‐ Slideshare Subscrip0ons: goldenm
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File Sharing Sites: YouTube Subscrip0ons: cpatrendlines
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Which tool for what?
hDp://www.slideshare.net/goldenm/comparing-‐social-‐media-‐tools
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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
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Who’s Cut Out for Blogging?
© 2011 Golden Prac0ces Inc 36
hDp://www.slideshare.net/goldenm/anatomy-‐blog hDp://www.slideshare.net/goldenm/new-‐blog-‐process-‐chart
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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
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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 because it’s “grassroots”
photo
cpa
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Friends & followers.
• Peers, colleagues • Industry experts, associa0on reps • Local and na0onal media
• Thought leaders • Customers
• Strangers who ask
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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
40 © 2010 Golden Prac0ces Inc 40
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Policy components
• Liability disclaimers*
• General communications/behavior*
• Internet & email policies*
• Specific social media tool policies
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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!
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[email protected] goldenprac0cesinc.com goldenprac0ces.com (blog) @michellegolden (twiDer)
More Info: slideshare.net/goldenm