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Ge#ng	
  an	
  ROI	
  from	
  Social	
  Media	
  
 via	
  ROA	
  (Return	
  on	
  A:en;on)	
  

   AICPA	
  Forensic	
  &	
  Valua;ons	
  Conference	
  
                   Orlando,	
  FL	
  
               November	
  13,	
  2012	
  	
  
           Tom	
  Hood,	
  CPA.CITP.CGMA	
  
                           CEO	
  
           Maryland	
  Associa;on	
  of	
  CPAs	
  
            Business	
  Learning	
  Ins;tute	
  
“Unconference”	
  
•  The	
  next	
  9	
  slides	
  (pages)	
  are	
  from	
  the	
  “unconference”	
  por;on	
  of	
  
   this	
  session.	
  Tools	
  used	
  were	
  www.gosoapbox.com	
  audience	
  
   par;cipa;on	
  systems,	
  twi:er	
  (hashtag	
  #AICPAFVC),	
  and	
  i2a:	
  
   Insights	
  to	
  Go	
  worksheet	
  (h:p://www.bizlearning.net/live/i2astrategicplanning)	
  
•  Par;cipants	
  were	
  given	
  ;me	
  to	
  reflect	
  and	
  record	
  insights	
  and	
  
   work	
  on	
  an	
  immediate	
  ac;on	
  plan	
  to	
  take	
  their	
  learning	
  back	
  
   home.	
  
app.gosoapbox.com	




         AICPAFVS
Respond to a Poll	

    Ask a Question	

Vote up a Question
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
“Leadership	
  is	
  the	
  ability	
  
       to	
  gain	
  insights	
  and	
  the	
  
       ap;tude	
  to	
  turn	
  them	
  into	
  
       ac;on.	
  Insight	
  without	
  
       ac;on	
  is	
  either	
  useless	
  or	
  
       destruc;ve.”	
  	
  
       	
  
       –	
  Tom	
  Hood	
  &	
  Gretchen	
  Pisano	
  
       developers	
  of	
  i2a:Insights	
  to	
  Ac;on	
  
       Strategic	
  Thinking	
  System	
  




h:p://www.bizlearning.net/live/i2astrategicplanning	
  
	
  
Download	
  today’s	
  slides	
  at	
  …	
  

www.SlideShare.net/thoodcpa	
  
Social Media ROI from ROA - AICPA FVS Conference
Social Media ROI from ROA - AICPA FVS Conference
ROI?	
  
Source:	
  Brian	
  Solis	
  author	
  of	
  The	
  End	
  of	
  Business	
  as	
  Usual	
  
Are	
  you	
  ready	
  for	
  the	
  Zombie	
  
              Apocalypse?	
  
ROA!	
  
Or	
  will	
  you	
  s;ll	
  be	
  in	
  business	
  in	
  three	
  (3)	
  years?	
  
The	
  DEAD	
  trends	
  
•  Demographic	
  trend	
  which	
  will	
  make	
  
   your	
  experience	
  irrelevant	
  
•  Experience	
  trend	
  which	
  will	
  make	
  your	
  
   knowledge	
  obsolete	
  &	
  irrelevant	
  
•  A:en;on	
  trend	
  which	
  will	
  make	
  your	
  
   efforts	
  irrelevant	
  
• Democra;c	
  trend	
  which	
  will	
  make	
  your	
  
   power	
  irrelevant	
  

 Source:	
  Emmanuel	
  Gobillot	
  author	
  of	
  Leadershie	
  
Five	
  Things	
  Every	
  Professional	
  Needs	
  
                to	
  be	
  Good	
  At	
  
          1.  Learning	
  and	
  staying	
  on	
  the	
  cu#ng	
  edge.	
  
          2.  Managing	
  your	
  career	
  (yep,	
  you	
  have	
  to	
  
                    take	
  charge	
  of	
  your	
  own	
  career).	
  
          3.  Doing	
  the	
  work	
  (research,	
  produc;vity,	
  
                    communica;on).	
  
          4.  Interac;ng	
  with	
  your	
  peers	
  and	
  
                    colleagues.	
  
          5.  Becoming	
  a	
  thought	
  leader	
  in	
  your	
  field.	
  
          	
  	
  
          -­‐	
  Allen	
  Blue	
  co-­‐founder	
  Linked-­‐In	
  
                  h:p://lnkd.in/HghTcX	
  
Bill	

   Tom	





MACPA s Journey
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The	
  Tools	
  

                                   “Use	
  the	
  tools,	
  don’t	
  
                                   let	
  the	
  tools	
  use	
  you!”	
  	
  
                                   	
  	
  –	
  Francine	
  McKenna	
  

www.retheauditors.com	
  
www.twi:er.com/retheauditors	
  
	
  
	
  
Accoun4ng	
  Firm	
  Use	
  of	
  Social	
  Media	
  
                                                                                 	
  
                                           CPA2Biz	
  2012	
  Technology	
  Survey

	
  80	
  	
  

	
  70	
  	
  
                                                   Firm Usage of Blogs and Twitter
	
  60	
  	
  
                                                   each up 60% year-over-year
	
  50	
  	
  

	
  40	
  	
                                                                                                                       2011	
  

	
  30	
  	
                                                                                                                       2012	
  

	
  20	
  	
  

	
  10	
  	
  

  	
  -­‐	
  	
  	
  	
  
                            LinkedIn	
        FaceBook	
                      Twi:er	
                                  Blog	
  
           •  34% of CPAs surveyed are using tablets (iPads) for business purposes,
              and another 12% plan to soon
           •  According to recent Boomer study, this is as high as 57% for mid sized firms

                                                             CPA2Biz, Inc. - Proprietary and Confidential Information
Success	
  in	
  a	
  Connected	
  World	
  
CPA	
  Success	
  –	
  our	
  Blog	
  
www.slideshare.net/thoodcpa	
  
Top	
  10	
  Tweeters	
  –	
  Accoun;ng	
  Today	
  




                               @rfchambers	
  /	
  @theiia	
  
                               @taxgirl	
  
                               @gregkyte	
  
                               @gabrielleluoma	
  
                               @retheauditors	
  
                               @jenniferwarawa	
  /	
  @sage	
  
                               @evananerd	
  
                               @ACFE	
  
                               @IRSNews	
  
                               	
  
Social Media ROI from ROA - AICPA FVS Conference
www.hootsuite.com	
  
www.klout.com	
  
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.  Communica;on	
  and	
  connec;ng	
  your	
  
    organiza;on	
  (Marrio:	
  Story	
  &	
  MACPA	
  CFO	
  Conference)	
  
5.  MACPA	
  uses	
  of	
  social	
  media	
  
6.  The	
  Power	
  of	
  Blogging	
  
7.  Case	
  Studies	
  (Connec;ng	
  to	
  Thought	
  Leaders,	
  Connec;ng	
  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	
  
Thought	
  Leadership	
  
Social	
  Media	
  Engages	
  &	
  Shares	
  Insights	
  




       The	
  twi:er	
  stream	
  from	
  AICPA	
  Leadership	
  Academy	
  
                                                                               35
Seth	
  Godin	
  and	
  Tom	
  Peters	
  on	
  blogging	
  




          h:p://www.youtube.com/watch?v=livzJTIWlmY	
  
          	
  
Social	
  Media	
  connects	
  us	
  to	
  thought	
  leaders	
  
Real	
  Time	
  Focus	
  Group	
  




Example	
  of	
  using	
  Twi:er	
  to	
  get	
  immediate	
  real	
  ;me	
  feedback	
  for	
  this	
  preso	
  
Advice	
  for	
  today	
  
The	
  Marrio:	
  Story	
  

“Bill’s	
  blog	
  makes	
  me	
  feel	
  
connected	
  to	
  the	
  organiza7on	
  
in	
  a	
  way	
  I	
  had	
  not	
  felt	
  before.	
  I	
  
feel	
  more	
  informed	
  and	
  closer	
  
to	
  the	
  organiza7on	
  than	
  ever	
  
before.”	
  –	
  from	
  a	
  Marrio:	
  
Finance	
  Team	
  member	
  during	
  
an	
  MACPA	
  Professional	
  Issues	
  
update	
  at	
  their	
  HQ	
  in	
  
Bethesda,	
  MD	
  ].	
  




           What	
  if	
  you	
  could	
  keep	
  your	
  organiza;on	
  informed	
  and	
  inspired	
  
                                             by	
  your	
  thoughts?	
  
Three	
  authors	
  
ReTweeted	
  this	
  
blog	
  post	
  which	
  
men;oned	
  their	
  
books…	
  




         h:p://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html	
  
         	
  
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	
  
par;cipants.	
  	
  
	
  
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	
  men;oned	
  
4.  Let	
  the	
  conversa;on	
  
     con;nue!	
  
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	
  Leadershie	
  
   h:p://youtu.be/3nUhFut5CjM	
  
•  Post	
  preso	
  on	
  www.slideshare.net	
  h:p://dld.bz/afX8M	
  
•  Blog	
  post	
  about	
  Beach	
  Retreat	
  session	
  on	
  www.cpasuccess.com	
  	
  
   h:p://dld.bz/afX2K	
  
•  Blog	
  sends	
  out	
  tweet	
  h:p://dld.bz/agc52	
  men;ons	
  example	
  from	
  
   class	
  twi:er	
  handles	
  
•  Tom	
  Peters	
  responds	
  h:p://dld.bz/agc5U	
  
•  Emmanuel	
  Gobillot	
  responds	
  on	
  Twi:er	
  h:p://dld.bz/agc6v	
  
•  And	
  on	
  www.bizlearningblog.com	
  w/	
  comment	
  h:p://dld.bz/agc6C	
  
•  And	
  involved	
  Joe	
  Bou:e	
  h:p://dld.bz/agc6Q	
  
•  And	
  featured	
  by	
  Dr.	
  Steve	
  Hornik	
  (UCF	
  –	
  Accoun;ng)	
  
   h:p://dld.bz/agc8f	
  
Social Media ROI from ROA - AICPA FVS Conference
The	
  post	
  was	
  even	
  featured	
  in	
  an	
  accoun;ng	
  
educator’s	
  “daily”	
  distributed	
  to	
  his	
  followers.	
  


                                                                      http://dld.bz/agc8f




                                                                       Featured	
  
                                                                       our	
  blog	
  
                                                                         post	
  
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	
  twi:er	
  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.	
  
	
  
	
  
Twi:er	
  during	
  the	
  event,	
  slideshare	
  &	
  blog	
  post-­‐event	
  
Top	
  Ten	
  Learning	
  Technologies	
  
	
  	
  1.	
  Twi:er	
  –	
  micro-­‐upda;ng	
  tool	
  	
  	
  	
  
	
  	
  2.	
  YouTube	
  –	
  video	
  hos;ng	
  and	
  sharing	
  tool	
  	
  	
  	
  
	
  	
  3.	
  GoogleDocs	
  –	
  online	
  collabora;on	
  tool	
  	
  	
  	
  
	
  	
  4.	
  Delicious	
  –	
  social	
  bookmarking	
  tool	
  	
  	
  	
  
	
  	
  5.	
  Slideshare	
  –	
  presenta;on	
  hos;ng	
  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	
  par;cipants.	
                             Source:	
  www.C4LPT.co.uk	
  
Case	
  Studies	
  
               On	
  the	
  Cover	
  of	
  a	
  Magazine?	
  
•    BCG	
  &	
  Company	
  –	
  blogs,	
  twi:er	
  
•    Naden/Lean	
  –	
  blogs,	
  twi:er	
  
•    James	
  Carroll	
  –	
  facebook,	
  twi:er	
  
•    Morris	
  &	
  D’Angelo	
  
Social Media ROI from ROA - AICPA FVS Conference
Dental	
  CPAs	
  /	
  Naden-­‐Lean	
  
Morris	
  &	
  D’Angelo	
  
Risk	
  Management	
  
                     Don’t	
  let	
  this	
  happen	
  to	
  you	
  

This	
  is	
  the	
  biggest	
  fear	
  of	
  
social	
  media.	
  You	
  can	
  
mi;gate	
  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.	
  
h:p://www.macpa.org/Content/25247.aspx	
  
	
  
It’s	
  Bigger	
  Than	
  You	
  Think	
  –	
  Social	
  
                  Organiza;ons	
  
From:	
   	
   	
   	
   	
   	
     	
     	
  To:	
  
Hierarchy 	
   	
   	
   	
          	
     	
  Network	
  
Command	
  &	
  Control              	
     	
  Connect	
  &	
  Collaborate	
  
Experience	
  Curve	
   	
           	
     	
  Collabora;on	
  Curve	
  
Lecturer 	
   	
   	
   	
   	
      	
     	
  Facilitator	
  
Push 	
   	
   	
   	
   	
   	
     	
     	
  Pull	
  
Where	
  to	
  from	
  here?	
  

                      “I	
  don’t	
  think	
  it’s	
  
                      crazy	
  to	
  ask	
  if	
  
                      your	
  CEO	
  is	
  the	
  
                      next	
  Mubarak”	
  
                      	
  -­‐	
  	
  Gary	
  Hamel	
  
Are	
  you	
  a	
  social	
  business?	
  
“A	
  Social	
  Business	
  isn’t	
  just	
  a	
  
company	
  that	
  has	
  a	
  Facebook	
  page	
  
and	
  a	
  TwiMer	
  account.	
  A	
  Social	
  
Business	
  is	
  one	
  that	
  embraces	
  and	
  
cul7vates	
  a	
  spirit	
  of	
  collabora7on	
  
and	
  community	
  throughout	
  its	
  
organiza7on—both	
  internally	
  and	
  
externally.”	
  




                                                  h:p://www.ibm.com/blogs/zz/en/	
  
                                                  	
  
You	
  have	
  3	
  years	
  at	
  most!	
  
                             h:p://cpa.tc/engagement	
  
•    Cloud	
  
•    Mobile	
  
•    Social	
  
•    Value-­‐added	
  
•    Collabora;ve	
  

h:p://cpa.tc/socialbiz	
  
The challenge is how to position
   our organizations for L > C	


   “To keep pace in your


                             L>C
  industry, let alone as a
leader, requires your rate
    of LEARNING to be
greater than, or equal to,
   the rate of CHANGE.”
Why	
  you	
  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	
  informa4on,	
  
                knowledge,	
  and	
  entertainment.	
  In-­‐
                forming	
  is	
  about	
  self-­‐collabora4on—
                becoming	
  your	
  own	
  self-­‐directed	
  and	
  self-­‐
                empowered	
  researcher,	
  editor,	
  and	
  
                selector	
  of	
  entertainment.	
  
                    	
   	
   	
   	
   	
   	
  	
  –	
  Thomas	
  Friedman	
  
Five	
  Ways	
  to	
  Get	
  started…	
  
1.  Create	
  your	
  digital	
  
    footprint	
  (Linked-­‐In,	
  Facebook,	
  
     Google	
  +,	
  Twi:er,	
  blog)	
  

2.  Start	
  listening	
  (use	
  google	
  
     reader	
  and	
  twi:er	
  to	
  start	
  listening)	
  

3.  Make	
  friends	
  (build	
  your	
  
     network	
  and	
  follow	
  on	
  twi:er)	
  

4.  Create	
  &	
  Share	
  (join	
  the	
  
     conversa;on	
  by	
  commen;ng,	
  
     Retwee;ng,	
  and	
  start	
  a	
  blog)	
  

5.  Recognize	
  &	
  
    Reciprocate	
  (always	
  recognize	
  
     and	
  a:ribute	
  other’s	
  work)	
  
If	
  you	
  need	
  help	
  
         Let	
  Bill	
  Sheridan,	
  Na;onal	
  Thought	
  
         Leader	
  and	
  architect	
  of	
  MACPA’s	
  award-­‐
         winning	
  social	
  media	
  strategy,	
  be	
  your	
  
         trusted	
  guide	
  to	
  help	
  you	
  jump	
  start	
  
         your	
  social	
  media	
  exper;se.	
  
         	
  
         In	
  seven	
  tele-­‐coaching	
  sessions,	
  Bill	
  will	
  
         guide	
  you	
  through	
  crea;ng	
  a	
  social	
  
         strategy	
  and	
  hands-­‐on	
  coaching	
  to	
  get	
  
         you	
  up	
  and	
  running	
  fast!	
  

         BLI	
  program:	
  Social	
  Media	
  Strategy	
  &	
  
         Quick	
  Start:	
  Developing	
  and	
  
         Implemen;ng	
  a	
  Social	
  Media	
  Strategy	
  
         for	
  CPA	
  Firms	
  &	
  Organiza;ons	
  	
  

                      h:p://cpa.tc/8s	
  
                      	
  
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	
  
Some	
  star;ng	
  points	
  
•      Michelle	
  Golden	
  (Golden	
  Prac;ces;	
  h:p://goldenmarke;ng.typepad.com)	
  
•      Paul	
  Caron	
  (TaxProf;	
  h:p://taxprof.typepad.com)	
  
•      Caleb	
  Newquist	
  &	
  Adrienne	
  Gonzalez	
  (Going	
  Concern;	
  h:p://goingconcern.com)	
  
•      Rick	
  Telberg	
  (CPA	
  Trendlines;	
  h:p://cpatrendlines.com)	
  
•      Francine	
  McKenna	
  (re:	
  The	
  Auditors;	
  h:p://retheauditors.com)	
  
•      David	
  Albrecht	
  (The	
  Summa;	
  h:p://profalbrecht.wordpress.com)	
  
•      Tax	
  Policy	
  Center	
  (Tax	
  Vox;	
  h:p://taxvox.taxpolicycenter.org)	
  
•      Tax	
  Founda;on	
  (Tax	
  Policy;	
  www.taxfounda;on.org	
  /blog)	
  
•      Tom	
  Hood	
  and	
  Bill	
  Sheridan	
  (CPA	
  Success;	
  www.cpasuccess.com)	
  
•      Blumer	
  CPAs/THRIVEal	
  h:p://blumercpas.com/blog	
  
•      Kelly	
  Phillips	
  Erb	
  Tax	
  Girl	
  h:p://blogs.forbes.com/kellyphillipserb	
  
•      Tom	
  Selling	
  The	
  Accoun;ng	
  Onion	
  h:p://accoun;ngonion.typepad.com	
  
•      Jody	
  Padar	
  -­‐	
  Accoun;ng	
  Tomorrow	
  h:p://www.accoun;ngtoday.com/acto_blog/	
  
•      Jeff	
  Drew	
  –	
  Another71	
  (CPA	
  Exam	
  blog)	
  h:p://www.another71.com/	
  


	
  
	
  
More	
  Resources	
  
CPA	
  Success	
  posts	
  about	
  social	
  media	
  
h:p://www.cpasuccess.com/social-­‐media/	
  
Self-­‐directed	
  learning	
  guide	
  –	
  15	
  min	
  a	
  day	
  
h:p://www.cpalearning2.com/	
  
Can	
  Social	
  Media	
  Help	
  You	
  Learn?	
  
h:p://cpa.tc/sociallearn	
  
Making	
  Social	
  Media	
  Work	
  for	
  You	
  
h:p://www.journalofaccountancy.com/Mul;media/TomHood.htm	
  
Social	
  Media	
  for	
  Learning	
  
h:p://cpa.tc/sociallearn	
  
Social	
  Media	
  for	
  CPAs	
  and	
  CEOs	
  –	
  interviews	
  &	
  stories	
  
h:p://cpa.tc/social	
  
How	
  to	
  Leverage	
  Social	
  Media	
  –	
  Journal	
  of	
  Accountancy	
  
h:p://cpa.tc/8u	
  
	
  
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	
  
Follow	
  me	
  on:	
  
Tom	
  Hood,	
  CPA.CITP	
                ü 	
  Twi:er:	
  h:p://www.Twi:er.com/tomhood	
  
CEO	
  
                                          ü 	
  LinkedIn:	
  h:p://www.linkedin.com/in/tomhood	
  
Maryland	
  Associa4on	
  of	
  CPAs	
  
Business	
  Learning	
  Ins4tute	
        ü 	
  Facebook:	
  h:p://www.facebook.com/thoodcpa	
  
(443)	
  632-­‐2301	
  
                                          ü Plaxo:	
  h:p://tomhood.myplaxo.com	
  
E-­‐mail	
  tom@macpa.org	
  
Web	
  hWp://www.macpa.org	
              ü Slideshare:	
  h:p://www.slideshare.net/thoodcpa	
  
Blog	
  hWp://www.cpasuccess.com	
  
                                          ü Youtube:	
  h:p://www.youtube.com/thoodcpa	
  
Blog	
  hWp://www.bizlearningblog.com	
  
	
                                        ü Second	
  Life	
  avatar	
  name:	
  Rocky	
  Maddaloni	
  
	
  

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Social Media ROI from ROA - AICPA FVS Conference

  • 1. Ge#ng  an  ROI  from  Social  Media   via  ROA  (Return  on  A:en;on)   AICPA  Forensic  &  Valua;ons  Conference   Orlando,  FL   November  13,  2012     Tom  Hood,  CPA.CITP.CGMA   CEO   Maryland  Associa;on  of  CPAs   Business  Learning  Ins;tute  
  • 2. “Unconference”   •  The  next  9  slides  (pages)  are  from  the  “unconference”  por;on  of   this  session.  Tools  used  were  www.gosoapbox.com  audience   par;cipa;on  systems,  twi:er  (hashtag  #AICPAFVC),  and  i2a:   Insights  to  Go  worksheet  (h:p://www.bizlearning.net/live/i2astrategicplanning)   •  Par;cipants  were  given  ;me  to  reflect  and  record  insights  and   work  on  an  immediate  ac;on  plan  to  take  their  learning  back   home.  
  • 3. app.gosoapbox.com AICPAFVS
  • 4. Respond to a Poll Ask a Question Vote up a Question
  • 11. “Leadership  is  the  ability   to  gain  insights  and  the   ap;tude  to  turn  them  into   ac;on.  Insight  without   ac;on  is  either  useless  or   destruc;ve.”       –  Tom  Hood  &  Gretchen  Pisano   developers  of  i2a:Insights  to  Ac;on   Strategic  Thinking  System   h:p://www.bizlearning.net/live/i2astrategicplanning    
  • 12. Download  today’s  slides  at  …   www.SlideShare.net/thoodcpa  
  • 16. Source:  Brian  Solis  author  of  The  End  of  Business  as  Usual  
  • 17. Are  you  ready  for  the  Zombie   Apocalypse?  
  • 18. ROA!   Or  will  you  s;ll  be  in  business  in  three  (3)  years?  
  • 19. The  DEAD  trends   •  Demographic  trend  which  will  make   your  experience  irrelevant   •  Experience  trend  which  will  make  your   knowledge  obsolete  &  irrelevant   •  A:en;on  trend  which  will  make  your   efforts  irrelevant   • Democra;c  trend  which  will  make  your   power  irrelevant   Source:  Emmanuel  Gobillot  author  of  Leadershie  
  • 20. Five  Things  Every  Professional  Needs   to  be  Good  At   1.  Learning  and  staying  on  the  cu#ng  edge.   2.  Managing  your  career  (yep,  you  have  to   take  charge  of  your  own  career).   3.  Doing  the  work  (research,  produc;vity,   communica;on).   4.  Interac;ng  with  your  peers  and   colleagues.   5.  Becoming  a  thought  leader  in  your  field.       -­‐  Allen  Blue  co-­‐founder  Linked-­‐In   h:p://lnkd.in/HghTcX  
  • 21. Bill Tom MACPA s Journey
  • 22. MACPA’s Social Media Map 131,370 views 1,907 connections 450 connections 80,568 views 4,496 followers 450 members Top Accounting Blogs – 2009, 2010, 2011 Top 50 Business Blogs - 2011 34
  • 23. The  Tools   “Use  the  tools,  don’t   let  the  tools  use  you!”        –  Francine  McKenna   www.retheauditors.com   www.twi:er.com/retheauditors      
  • 24. Accoun4ng  Firm  Use  of  Social  Media     CPA2Biz  2012  Technology  Survey  80      70     Firm Usage of Blogs and Twitter  60     each up 60% year-over-year  50      40     2011    30     2012    20      10      -­‐         LinkedIn   FaceBook   Twi:er   Blog   •  34% of CPAs surveyed are using tablets (iPads) for business purposes, and another 12% plan to soon •  According to recent Boomer study, this is as high as 57% for mid sized firms CPA2Biz, Inc. - Proprietary and Confidential Information
  • 25. Success  in  a  Connected  World  
  • 26. CPA  Success  –  our  Blog  
  • 28. Top  10  Tweeters  –  Accoun;ng  Today   @rfchambers  /  @theiia   @taxgirl   @gregkyte   @gabrielleluoma   @retheauditors   @jenniferwarawa  /  @sage   @evananerd   @ACFE   @IRSNews    
  • 32. 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.  Communica;on  and  connec;ng  your   organiza;on  (Marrio:  Story  &  MACPA  CFO  Conference)   5.  MACPA  uses  of  social  media   6.  The  Power  of  Blogging   7.  Case  Studies  (Connec;ng  to  Thought  Leaders,  Connec;ng  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  
  • 34. Social  Media  Engages  &  Shares  Insights   The  twi:er  stream  from  AICPA  Leadership  Academy   35
  • 35. Seth  Godin  and  Tom  Peters  on  blogging   h:p://www.youtube.com/watch?v=livzJTIWlmY    
  • 36. Social  Media  connects  us  to  thought  leaders  
  • 37. Real  Time  Focus  Group   Example  of  using  Twi:er  to  get  immediate  real  ;me  feedback  for  this  preso  
  • 39. The  Marrio:  Story   “Bill’s  blog  makes  me  feel   connected  to  the  organiza7on   in  a  way  I  had  not  felt  before.  I   feel  more  informed  and  closer   to  the  organiza7on  than  ever   before.”  –  from  a  Marrio:   Finance  Team  member  during   an  MACPA  Professional  Issues   update  at  their  HQ  in   Bethesda,  MD  ].   What  if  you  could  keep  your  organiza;on  informed  and  inspired   by  your  thoughts?  
  • 40. Three  authors   ReTweeted  this   blog  post  which   men;oned  their   books…   h:p://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html    
  • 41. 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   par;cipants.       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  men;oned   4.  Let  the  conversa;on   con;nue!  
  • 42. 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  Leadershie   h:p://youtu.be/3nUhFut5CjM   •  Post  preso  on  www.slideshare.net  h:p://dld.bz/afX8M   •  Blog  post  about  Beach  Retreat  session  on  www.cpasuccess.com     h:p://dld.bz/afX2K   •  Blog  sends  out  tweet  h:p://dld.bz/agc52  men;ons  example  from   class  twi:er  handles   •  Tom  Peters  responds  h:p://dld.bz/agc5U   •  Emmanuel  Gobillot  responds  on  Twi:er  h:p://dld.bz/agc6v   •  And  on  www.bizlearningblog.com  w/  comment  h:p://dld.bz/agc6C   •  And  involved  Joe  Bou:e  h:p://dld.bz/agc6Q   •  And  featured  by  Dr.  Steve  Hornik  (UCF  –  Accoun;ng)   h:p://dld.bz/agc8f  
  • 44. The  post  was  even  featured  in  an  accoun;ng   educator’s  “daily”  distributed  to  his  followers.   http://dld.bz/agc8f Featured   our  blog   post  
  • 45. 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  twi:er  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.      
  • 46. Twi:er  during  the  event,  slideshare  &  blog  post-­‐event  
  • 47. Top  Ten  Learning  Technologies      1.  Twi:er  –  micro-­‐upda;ng  tool            2.  YouTube  –  video  hos;ng  and  sharing  tool            3.  GoogleDocs  –  online  collabora;on  tool            4.  Delicious  –  social  bookmarking  tool            5.  Slideshare  –  presenta;on  hos;ng  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  par;cipants.   Source:  www.C4LPT.co.uk  
  • 48. Case  Studies   On  the  Cover  of  a  Magazine?   •  BCG  &  Company  –  blogs,  twi:er   •  Naden/Lean  –  blogs,  twi:er   •  James  Carroll  –  facebook,  twi:er   •  Morris  &  D’Angelo  
  • 50. Dental  CPAs  /  Naden-­‐Lean  
  • 52. Risk  Management   Don’t  let  this  happen  to  you   This  is  the  biggest  fear  of   social  media.  You  can   mi;gate  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.  
  • 54. It’s  Bigger  Than  You  Think  –  Social   Organiza;ons   From:                To:   Hierarchy            Network   Command  &  Control    Connect  &  Collaborate   Experience  Curve        Collabora;on  Curve   Lecturer              Facilitator   Push                Pull  
  • 55. Where  to  from  here?   “I  don’t  think  it’s   crazy  to  ask  if   your  CEO  is  the   next  Mubarak”    -­‐    Gary  Hamel  
  • 56. Are  you  a  social  business?   “A  Social  Business  isn’t  just  a   company  that  has  a  Facebook  page   and  a  TwiMer  account.  A  Social   Business  is  one  that  embraces  and   cul7vates  a  spirit  of  collabora7on   and  community  throughout  its   organiza7on—both  internally  and   externally.”   h:p://www.ibm.com/blogs/zz/en/    
  • 57. You  have  3  years  at  most!   h:p://cpa.tc/engagement   •  Cloud   •  Mobile   •  Social   •  Value-­‐added   •  Collabora;ve   h:p://cpa.tc/socialbiz  
  • 58. The challenge is how to position our organizations for L > C “To keep pace in your L>C industry, let alone as a leader, requires your rate of LEARNING to be greater than, or equal to, the rate of CHANGE.”
  • 59. Why  you  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  informa4on,   knowledge,  and  entertainment.  In-­‐ forming  is  about  self-­‐collabora4on— becoming  your  own  self-­‐directed  and  self-­‐ empowered  researcher,  editor,  and   selector  of  entertainment.                –  Thomas  Friedman  
  • 60. Five  Ways  to  Get  started…   1.  Create  your  digital   footprint  (Linked-­‐In,  Facebook,   Google  +,  Twi:er,  blog)   2.  Start  listening  (use  google   reader  and  twi:er  to  start  listening)   3.  Make  friends  (build  your   network  and  follow  on  twi:er)   4.  Create  &  Share  (join  the   conversa;on  by  commen;ng,   Retwee;ng,  and  start  a  blog)   5.  Recognize  &   Reciprocate  (always  recognize   and  a:ribute  other’s  work)  
  • 61. If  you  need  help   Let  Bill  Sheridan,  Na;onal  Thought   Leader  and  architect  of  MACPA’s  award-­‐ winning  social  media  strategy,  be  your   trusted  guide  to  help  you  jump  start   your  social  media  exper;se.     In  seven  tele-­‐coaching  sessions,  Bill  will   guide  you  through  crea;ng  a  social   strategy  and  hands-­‐on  coaching  to  get   you  up  and  running  fast!   BLI  program:  Social  Media  Strategy  &   Quick  Start:  Developing  and   Implemen;ng  a  Social  Media  Strategy   for  CPA  Firms  &  Organiza;ons     h:p://cpa.tc/8s    
  • 62. 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  
  • 63. Some  star;ng  points   •  Michelle  Golden  (Golden  Prac;ces;  h:p://goldenmarke;ng.typepad.com)   •  Paul  Caron  (TaxProf;  h:p://taxprof.typepad.com)   •  Caleb  Newquist  &  Adrienne  Gonzalez  (Going  Concern;  h:p://goingconcern.com)   •  Rick  Telberg  (CPA  Trendlines;  h:p://cpatrendlines.com)   •  Francine  McKenna  (re:  The  Auditors;  h:p://retheauditors.com)   •  David  Albrecht  (The  Summa;  h:p://profalbrecht.wordpress.com)   •  Tax  Policy  Center  (Tax  Vox;  h:p://taxvox.taxpolicycenter.org)   •  Tax  Founda;on  (Tax  Policy;  www.taxfounda;on.org  /blog)   •  Tom  Hood  and  Bill  Sheridan  (CPA  Success;  www.cpasuccess.com)   •  Blumer  CPAs/THRIVEal  h:p://blumercpas.com/blog   •  Kelly  Phillips  Erb  Tax  Girl  h:p://blogs.forbes.com/kellyphillipserb   •  Tom  Selling  The  Accoun;ng  Onion  h:p://accoun;ngonion.typepad.com   •  Jody  Padar  -­‐  Accoun;ng  Tomorrow  h:p://www.accoun;ngtoday.com/acto_blog/   •  Jeff  Drew  –  Another71  (CPA  Exam  blog)  h:p://www.another71.com/      
  • 64. More  Resources   CPA  Success  posts  about  social  media   h:p://www.cpasuccess.com/social-­‐media/   Self-­‐directed  learning  guide  –  15  min  a  day   h:p://www.cpalearning2.com/   Can  Social  Media  Help  You  Learn?   h:p://cpa.tc/sociallearn   Making  Social  Media  Work  for  You   h:p://www.journalofaccountancy.com/Mul;media/TomHood.htm   Social  Media  for  Learning   h:p://cpa.tc/sociallearn   Social  Media  for  CPAs  and  CEOs  –  interviews  &  stories   h:p://cpa.tc/social   How  to  Leverage  Social  Media  –  Journal  of  Accountancy   h:p://cpa.tc/8u    
  • 65. 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  
  • 66. Follow  me  on:   Tom  Hood,  CPA.CITP   ü   Twi:er:  h:p://www.Twi:er.com/tomhood   CEO   ü   LinkedIn:  h:p://www.linkedin.com/in/tomhood   Maryland  Associa4on  of  CPAs   Business  Learning  Ins4tute   ü   Facebook:  h:p://www.facebook.com/thoodcpa   (443)  632-­‐2301   ü Plaxo:  h:p://tomhood.myplaxo.com   E-­‐mail  tom@macpa.org   Web  hWp://www.macpa.org   ü Slideshare:  h:p://www.slideshare.net/thoodcpa   Blog  hWp://www.cpasuccess.com   ü Youtube:  h:p://www.youtube.com/thoodcpa   Blog  hWp://www.bizlearningblog.com     ü Second  Life  avatar  name:  Rocky  Maddaloni