3. Some GOALS for this session
Mastering marketing basics and
successful awareness efforts
Power of social media and online
marketing
Dos and don ts of presenting like a pro
Effective resources and tools
4. Even the best of
the best have a
COACH
and need to
PRACTICE.
6. BRANDING 101: more than visuals
A brand is not a logo, a
corporate identity system or
a product.
A brand is a person s gut
feeling about your company.
It s not what you say it is, it s
what they say it is.
7. What are your strengths?
What are your weaknesses?
How do clients, colleagues perceive you?
How does the competition perceive you?
How do you perceive your competition?
What 20% of your efforts are generating
80% of your revenue?
14. 10 marketing lessons from Zappos
1. Deliver WOW through service.
2. Embrace and drive change.
3. Create fun and little weirdness.
4. Be adventurous, creative and
open-minded.
5. Pursue growth and learning.
6. Have open and honest
relationships.
7. Build positive team and family
spirit.
8. Do more with less.
9. Be passionate and determined.
10. Be humble.
15. 10 marketing tactics that get RESULTS
1. Networking Referrals, relationships
2. Direct mail Response, awareness
3. E-newsletters Cheap, news/info
4. E-mail marketing Cheap, fast,
targeted
5. Website First impressions
6. Search engine optimization Drive
web traffic
7. Blogging Thought leadership
8. Social media Global, power in
numbers
9. Speaking & writing Showcase
expertise
10. Webinars Easy, growing demand
19. It takes 7 seconds to
make a first
impression.
20. How do you build a PERSONAL BRAND?
Dress at the office?
Your grooming?
Your 5 second introduction?
Your 30 second introduction?
Your presentation skills?
Office environment?
Your car?
Your interactions?
(coworkers, clients, etc.)
Your business collateral?
Your social media?
21. How do you build a PERSONAL BRAND?
Versatility is KEY!
Versatility = the ability to
deal well with many
different types of people
in different situations
A versatile person
modifies their behavior
so that the other
person/people feel
comfortable interacting
with them
22. How do I maximize
SOCIAL MEDIA
& ONLINE MARKETING?
23.
24. SOCIAL MEDIA
IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY, SOCIAL
INTERACTION AND THE CONSTRUCTION
OF WORDS, PICTURES, VIDEOS AND
AUDIO.
25. It s also a fancy
way to describe
PEOPLE
having
CONVERSATIONS
online.
Photo by Kris Hoet
26. The CONVERSATIONS are powered by
Blogs Podcasts & Videocasts
RSS Photo & Video Sharing
Online Chat & Sites
Listserves Virtual Worlds
Wikis
Social Networks
27. A shift in COMMUNICATION &
CONVERSATION
Social Media
Traditional Model
Model
28. People are consuming
information differently
92 % use multiple platforms
each day to get news
60 % get news from online and
offline sources each day
33 % of cell phone owners
access news on mobile device
80 % of online news consumers
get or share links via emails
Source: Pew Research Center
32. A. Listen
Immerse yourself in
conversations
Monitor trends &
competition
Google alerts, Twitter
searches
Determine process
for responding
33. B. Participate
Set up a profile
Friend 25 people
Comment on
blogs
Answer questions
The rule of thirds:
personal,
professional,
profitable
34. C. Drive
Share your expertise
Create content/ideas
Write a blog
Create home for
news, opinion,
content
Establish as experts
Promote
Connect with
community
Drive conversations
Think MULTIMEDIA
35. D. Obey Traffic
Signs
Privacy: Customize what
others can see about you
(professional v. personal)
Create Friend groups
Edit privacy settings
Etiquette: Once you re riding
the social media highway,
remember to obey common
Internet traffic rules of thumb.
Policy: Obey or set company
guidelines for participation.
socialmediagovernance.com/policies.php
37. Triangle of Persuasion
Message/ Prove It
-3x3
- VIP
- Sound Bites
- Anecdotes,
Analogies, Third
Party
Audience -- Listen, Translate, Edit -- You
Interest C, C, C
5W s + Body
So What, Who Cares, WIIFM Language,
Voice
38. What s PERSUASIVE? Three elements in
overall impression of speakers
Verbal (word choice, content) = 7%
Vocal (voice, tone, pace) = 38%
Visual (body language) = 55%
Content is still king,
but 93% of overall
impression is
DELIVERY
39. TO:
FROM:
RE: State problem &
possible solutions
Support your
The two minute problem: data,
TALKING statistics, analysis,
examples
MEMO Bottom Line
40. Ideas for
OPENERS
Weather
Kids/Pets
News
Common interests
True stories
Questions
41. A man walks into a
bar OUCH!
Not so great OPENER
43. 10 SIMPLE SECRETS of the
World s Greatest Business
Communicators
Book by Carmine Gallo
www.carminergallo.com
Great, short read!
Lots of helpful advice
from top CEOs and
leaders in business
54. OTHER IDEAS to spice
up
technical trainings
Straw polls, hands up
Videos, props open or close
Interaction table talks, asking
audience to do something
physical
Games, prizes ethics bingo,
true/false, truth/lies
Fun breaks music, stretches
CHOCOLATE!
55. Handling the
Q&A
Set ground rules
Anticipate the questions
Restate questions for
the audience
Don t be a politician
Summarize and close
56. Crossing the Finish Line
Repeat objectives and key
learning points (3x3)
Tell them about additional
resources
Tell them you re available
for follow up & provide
contact info
Stay for 5-10 minutes
57. "Do not wish to be
anything but what you are,
and try to be that
perfectly."
-St Francis of De Sales
60. RESOURCES from the
VSCPA
Financial Fitness
Speakers Bureau
Media relations
Ask a CPA E-mail Program
Tax season community service
Virginia CPA Week
CPA Day of Service
Nonprofit Pro Bono Assistance
Find a CPA
www.vscpa.com for more info!
61. RESOURCES from the
AICPA
AICPA Marketing Toolkit
Marketing and communications
resources
Print ads, client brochures, posters,
marketing articles and guides,
customer service and selling tips,
client satisfaction surveys and tips for
working with the media.
AICPA Social Media Toolkit
Sample strategic plans, policies and
guidelines
Types of metrics
How to guides
Articles
62. CONNECT with me
Tina Lambert, CAE
VSCPA Vice President, Member & Public Relations
Phone: (804) 612-9416
E-mail: tlambert@vscpa.com
Web: www.vscpa.com
LinkedIn: www.linkedin.com/in/tinalambert
www.linkedin.com / search for Virginia Society of CPAs
Facebook: www.facebook.com/TinaLambert1
www.facebook.com / search for Virginia Society of CPAs
Twitter: www.twitter.com/TinaLambert
www.twitter.com/VSCPANews
