social media - how to move people & tip the adoption curve
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Presentation to major accounting & tax providers at AICPA CPA2Biz SaaS Roundtable in NYC on January 30, 2013. Covers three major themes: 1) Social Media adoption can be used to find and connect to early adopters/innovators; 2) A recent Deloitte/Sloan MIT study says business have three years to get "social"; 3) MACPA case study shows how to use social technologies to bend the adoption curve and establish your brand in a meaningful way.TRANSCRIPT
How to Succeed Using Social Media to Interact with CPAs
Tom Hood, CPA.CITP.CGMA CEO
Maryland AssociaAon of CPAs Business Learning InsAtute
AICPA / CPA2Biz Cloud in Tax & AccounAng ExecuAve Roundtable
January 30, 2013
Tom Hood CEO of MACPA & BLI
• Named Fourth Most InfluenAal Person by AccounAng Today
• Top 25 Influencers in Learning & HR by HR Examiner
• Top 25 Public AccounAng Thought Leaders by CPA PracAce Adviser
• Working on Learning Management with AICPA/CPA2Biz, Cloud Curriculum, Performance Management /XBRL, Leadership & GeneraAons
Tom Hood, CPA, CITP, CGMA CEO MACPA Business Learning Institute (BLI)
hYp://www.linkedin.com/in/tomhood
hYp://www.slideshare.net/thoodcpa
And on our blog at hYp://www.cpasuccess.com
Download Today’s Preso on
hYp://www.macpa.conferences.io
What would happen if we applied social tools to learning? What kind of impact will that have in adopAon? Wanna play?
The Tornado Lives!
CPA Vision Story Map circa 2000 capturing the major trends facing the CPA Profession from the CPA Vision Project 2011
ROA!
We’re all in the Moving Business!
Virtual ConnecAons – Real People
Can We Bend the AdopAon Curve?
Adoption of almost everything happens along a bell curve according to Geoffrey Moore. Change and ideas are no different, the key is to tip the odds in your favor and pay attention to
the numbers of people in each level of your organization and within each group.
Inner Circle Bought-in
Informed Leaders I support it
Pragmatists I’ll wait & see
Skeptics Prove it to me
No-Nos I don’t like this
Finding the early adopters… On the Cover of a Magazine?
• BCG & Company – blogs, twiYer • Naden/Lean – blogs, twiYer • James Carroll – facebook, twiYer • Morris & D’Angelo
Use Social Media to turn the bullhorn around
Three authors ReTweeted this blog post which menAoned their books…
hYp://www.cpasuccess.com/2012/01/the-‐top-‐ten-‐business-‐books-‐of-‐2011.html
InnovaAon adopAon = Social Networks
“The degree to which an individual in a social network is connected to other individuals in the network (actor centrality) has been shown to have a major influence on that individual’s adop>on of business innova>ons.” – Research Report by AssociaAon of American Medical Colleges
Tipping the adopAon curve?
MACPA’s Journey
Tom Bill
#1 Tom & #2 Bill – Jan 2013
34
MACPA’s Social Media Map
145,714 views
80,568 views
450 members 4,966 followers
2,049 connections
571 connections
Top 50 Business Blogs - 2011
Top Accounting Blogs – 2009, 2010, 2011,
2012
Five Ways to Get started… 1. Create your digital
footprint (Linked-‐In, Facebook, Google +, TwiYer, blog)
2. Start listening (use google reader, Flipboard, Feedler and twiYer to start listening)
3. Make friends (build your network and follow on twiYer)
4. Create & Share (join the conversaAon by commenAng, RetweeAng, and start a blog)
5. Recognize & Reciprocate (always recognize and aYribute other’s work)
Slideshare – blog – twiYer Linked-‐in -‐ Facebook
Social Media & CPAs -‐ gejng an ROI from your ROA! hYp://cpa.tc/215
Social Media ROI from ROA -‐ AICPA FVS Conference hYp://cpa.tc/1q6
Content is king and Context is the Kingdom!
The conversaAon conAnues…
hYp://cpa.tc/214
Top 10 Tweeters – AccounAng Today
@rfchambers / @theiia @taxgirl @gregkyte @gabrielleluoma @retheauditors @jenniferwarawa / @sage @evananerd @ACFE @IRSNews
www.slideshare.net/thoodcpa
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 parAcipants. 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 menAoned
4. Let the conversaAon conAnue!
TwiYer during the event, slideshare & blog post-‐event
Tip the adopAon curve with social media (the MACPA way!)
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20,000
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California Acct. & Bus. Show PSTECH CCH Listening Event
Social Media Metrics: Amplifica>on
MACPA InnovaAon Summit
SAll not convinced? ROA not ROI
Top #’s for last 2 weeks: Reach 157,631 Impressions 133,151
Five Ways to Get started… 1. Create your digital
footprint (Linked-‐In, Facebook, Google +, TwiYer, blog)
2. Start listening (use google reader and twiYer to start listening)
3. Make friends (build your network and follow on twiYer)
4. Create & Share (join the conversaAon by commenAng, RetweeAng, and start a blog)
5. Recognize & Reciprocate (always recognize and aYribute other’s work)
And remember…
Tom’s Top two rules of Social Media: Rule # 1 – It’s not about you. Rule #2 – Don’t take yourself or social media too seriously (Ben Zander’s Rule #6)
• Cloud • Mobile • Social • Value-‐added • CollaboraAve • Big data
What’s Next? Social Business? You have 3 years at most!
hYp://www.ibm.com/blogs/zz/en/
hYp://cpa.tc/socialbiz
Tom Hood, CPA.CITP CEO Maryland Associa>on of CPAs Business Learning Ins>tute (443) 632-‐2301 E-‐mail [email protected] Web hRp://www.macpa.org Blog hRp://www.cpasuccess.com Blog hRp://www.bizlearningblog.com
Follow me on:
ü TwiYer: hYp://www.TwiYer.com/tomhood
ü LinkedIn: hYp://www.linkedin.com/in/tomhood
ü Facebook: hYp://www.facebook.com/thoodcpa
ü Plaxo: hYp://tomhood.myplaxo.com
ü Slideshare: hYp://www.slideshare.net/thoodcpa ü Youtube: hYp://www.youtube.com/thoodcpa
ü Second Life avatar name: Rocky Maddaloni
If you need help
BLI program: Social Media Strategy & Quick Start: Developing and ImplemenAng a Social Media Strategy for CPA Firms & OrganizaAons
hYp://cpa.tc/8s
Let Bill Sheridan, NaAonal Thought Leader and architect of MACPA’s award-‐winning social media strategy, be your trusted guide to help you jump start your social media experAse. In seven tele-‐coaching sessions, Bill will guide you through creaAng a social strategy and hands-‐on coaching to get you up and running fast!
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. CommunicaAon and connecAng your
organizaAon (MarrioY Story & MACPA CFO Conference)
5. MACPA uses of social media 6. The Power of Blogging 7. Case Studies (ConnecAng to Thought Leaders, ConnecAng 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
www.hootsuite.com
www.klout.com
MACPA Social Media Policy
hYp://cpa.tc/21c
• Based on social media best pracAces
• Tied to MACPA Vision, Purpose, and Strategy
• Includes CPA Code of Professional Conduct
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