1110 cpa bayside

www.melkettle.com.au @melkettle

Social Media:Security risk or ??

Thursday, 27 October 2011

http://www.melkettle.com.au



www.slideshare.net/melkettle




http://www.slideshare.net/melkettle

http://www.slideshare.net/melkettle


Doing what you have always done will no

longer get you what you have always got

www.melkettle.com.au @melkettle Thursday, 27 October 2011




And age old idioms have been redefined





“By 2011 90% of your sales will

come from word of mouth or

digital promotion”

Seth Godin, 2009





Socialnomics 2011





In Australia:

• Facebook - 10.6m users

• Blogspot - 5.6m

• Wordpress - 2.3m

• LinkedIn - 2m

• Twitter - 1.9m

• FourSquare - 63,000

Social media use

June 2011, UAV, www.socialmedianews.com.au




http://www.socialmedianews.com.au

http://www.socialmedianews.com.au


In Australia• Facebook - 19.3% pages viewed in Sept 2010.

Compared to 7.4% Google• Average user spent 28 minutes and 58 seconds on

facebook• 77% watched video content in Oct 2010 - 26% on

mobile• 36% access internet via mobile phone in 2010• 9% use their mobile phone to purchase• 5% total retail sales online in 2010, increasing by 12%

on 2009http://digitalmarketinglab.com.au





http://digitalmarketinglab.com.au

http://digitalmarketinglab.com.au


Not only for kids...





Brand facts

•Facebook: 40% follow a brand. 51% of these will purchase brand

•Twitter: 25% follow a brand, 67% will purchase





Changing perceptions





What does this mean for you?





Twitter FacebookLinkedIn

TumblrFlickr

WordpressBlogger

0% 20% 40% 60% 80%

10%22%

13%11%

30%75%

78%

Social networks used by Small Business

Source: www.prdaily.com




http://www.prdaily.com

http://www.prdaily.com


• Education- tax, super, etc

• Recruitment

• Industry trends and legislation

• Branding

• Community

• Networking

• BE AWARE OF CONFIDENTIALITY

From a CPA perspective





Networking by finance professionals• 45% written communications (emails, letters)• 28% primarily network face-to-face• 15% via social media.• 46% use social sites to network with both personal

and business contacts• 25% approached about a career opportunity via

social networking (68% LinkedIn)• 42% research a company’s social media as part of

company research






Financial services and social media• 72% have a social media account

• 88% facebook• 58% LinkedIn• 24% twitter• 20% YouTube• 6% blog

• Mostly facebook to connect with family/friends• LinkedIn preferred for recruitment

Source: www.mergisgroup.com




http://www.mergisgroup.com


www.melkettle.com.au @melkettle Source: www.mergisgroup.com







Case study: @FletcherTaxAccountant specialising in tax compliance for micro and small business• Passion for business owners to take control of their finances • Increased traffic to website/blog = new prospects and clients • 20% of leads via twitter• Keep up to date with latest industry news• Make connections with complimentary advisors • Australia wide PR opportunities• No specific time allocated - 20 minutes 2 x a day, when on

hold to the ATO• Tax is a dry subject - mix it with practical tips• People connect with people - great introduction/filter for

prospects• Facebook and LinkedIn are less used - prefers twitter





Security and risk





External risk

• Phishing

• Hackers

• Spammers

• Other idiots who want your info... don’t let them get it!





Internal risk

• General carelessness

• Ego

• Staff leaks - deliberate and accidental

• Blur between personal and professional

• Increased use of smart phones





Mitigation...

• Strong network security including anti-virus, anti-spyware, anti-spam, firewall,

• Choose unique logins and passwords

• Keep your browser up to date

• Dodgy sounding emails





More mitigation...• Have a clear social media policy in place

• Confidentiality agreements

• Training and education

• Acceptable and proper behaviour

• Make sure ALL staff know

• Monitor staff use of social media





Social media policy• Link to Code of conduct, IT, business policies

• Provides structure

• Outlines what can and can’t be done online

• Who represents your company?

• Empowers employees but sets limits

• Crisis management





Consider...• Boundaries

• Transparency

• Confidentiality

• Financials

• Consequences

• Work use





A few tips• Have a social media policy

• Think before you post

• Don’t click on short links eg ow.ly/i/jUvU

• Beware of messages from people you don’t know - especially DM with twitter

• Be careful of geolocation apps such as Foursquare





Privacy - facebook





Privacy - LinkedIn





Privacy - twitter





Risk of NOT using social media





You can buy attention (advertising).

You can beg for attention from the media (PR).

You can bug people one at a time to get attention (sales).

Or you can earn attention by creating something interesting and valuable and then publishing it

online for free.

David Meerman ScottMarketing legend





Old communication was one-way





Now communication is two-wayAnd conversations are with many





Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.





• Instant

• Interactive

• Accessible

• Measurable

• User generated content

Social media is:





Social media is a fundamental shift in how we do business





4 P’s of Marketing





4 C’s of marketing and social media...

1. Customers

2. Content

3. Channel

4. Community





Customers

• Customer is #1

• Know who they are!

• Go where they go

• Engage and converse with them





Content

• Content is king - words, video, photos

• Provide information that is valuable to your customers

• Be consistent with content

• It’s not all white papers...





Channel• Which social media channel is right for you?

• Go where your customers go - know your target market

• Facebook is not for everyone

• What suits your personality?

• Time and money considerations





Community• Engage with customers

• Encourage and provide tools for them to engage with each other

• People WANT to interact

• Customer generated content - for customers by customers in the way customers want to receive information





Changing perceptions





Monitoringhttp://www.google.com/alerts




http://www.google.com/alerts

http://www.google.com/alerts


• Engage and connect with your customers• Get a greater online presence • Gain greater brand credibility• Be ahead of your competitors • Be a part of the conversation - they are happening

about your business and your industry whether you are there or not





How do I create a social media

strategy ?





Social media does not stand alone





Integrate it into ALL your marketing





Promote yourself





Measure what you do• Quality vs quantity

• ROI vs ROE

• Number and nature of comments

• Visits from links to your sites

• Sales or new opportunities or other business benefits

• Increased word of mouth





What’s next???





Thank you.

@melkettlewww.melkettle.com.au


