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Social Media – Just Another Way of Doing BusinessAICPA Leadership Academy,[object Object]
Agenda,[object Object],Setting the context,[object Object],Social media – a generational issue,[object Object],Social media is a business changer,[object Object],Using social media to forward your career,[object Object],Who’s doing what?,[object Object],Challenges,[object Object],Tools ,[object Object]
                            Iran,[object Object]
Twitter,[object Object],Number of Users: 7 million,[object Object], (1,382% increase in a year),[object Object],In February, the largest age group on Twitter was 35-49, comprising almost 42% of the site’s audience. ,[object Object]
Social Media Usage,[object Object],87% more online social media users now than in 2003, with 883% more time devoted to those sites. ,[object Object],In the last year, time spent on social networking sites has surged 73%. ,[object Object],In February 2009, social network usage exceeded Web-based e-mail usage for the first time,[object Object],Source: Nielson,[object Object]
Social Media Usage,[object Object],69% of businesses allow employees to use social media for business.,[object Object],63% use social media to build and promote their brand,[object Object],61% use social media to improve communication and collaboration,[object Object],75% of employees use social networking sites such as Facebook and LinkedIn, up from 15 percent in 2007,[object Object],								Source: Awareness Inc,[object Object]
Forrester Youth Media & Marketing and Finance Online Survey Results,[object Object]
Usage Overview-Video (Nielson),[object Object],Number of Americans using online video destinations has climbed 339% since 2003. ,[object Object],Time spent on video sites has shot up almost 2,000%  over same period. ,[object Object],In the last year alone –,[object Object],Unique viewers of online video grew 10%,[object Object],Number of streams grew 41%,[object Object],Streams per user grew 27%,[object Object],Total minutes engaged grew 71% ,[object Object]
Social Media Usage,[object Object],Source: Forrester Research study of 114 companies with 250 or more employees who have planned 2009 budgets,[object Object]
Social Media is a Generational Issue,[object Object]
Social Media is a Generational Issue,[object Object],In Deloitte survey, 60% of managers felt that businesses have a right to knowhow employees portray themselves or their companies on sites like Facebook and MySpace.,[object Object],53% of employees said their profiles are none of their employers’ business,[object Object],61% said that they wouldn’t change what they were doing online even if their boss was monitoring their activities.,[object Object]
Meet your future employees?,[object Object],“over 64% of students in grades K-12 play online and/or electronics based games regularly”,[object Object],“Downloading music is #1 activity by middle and high school students”,[object Object],“40% of middle school students and 67% of high school students have apersonal website(Facebook, MySpace, Xanga)”,[object Object],Source: Project Tomorrow – Speak Up 2007 report,[object Object]
Social Media is a Business Changer,[object Object],Social media is changing the business of your employers, long-standing industries, marketing and communications,[object Object],People trust the opinions of other people as much as, or sometimes more than the “experts” – and definitely more than spokespeople,[object Object],Relationships are an important part of today’s commerce,[object Object]
IBM Communities of Practice – Benefit from Social Software ,[object Object],*Source: IBM Global Technical Services Knowledge Community of Practice Business Impact Survey 2007 completed by approximately 2,300 respondents.,[object Object]
Old School vs. New School,[object Object],Chamber of Commerce,[object Object],Class Reunions,[object Object],Friends and Family,[object Object],E-mail,[object Object],Industry Meetings,[object Object],Newsletters,[object Object]
Social Media Pyramid,[object Object],Typically, 1% of audience, but ,[object Object],they drive active engagement,[object Object],of base,[object Object],Where do you fall?,[object Object]
“People don’t go online to give attention, but to get it.  They want to perform and to be heard, to be present.”,[object Object],                                 	--Esther Dyson, journalist 								 and commentator on 									 emerging digital technology,[object Object]
Social Media Framework,[object Object]
Listen,[object Object],Monitor social networks of CPAs,[object Object],Monitor and identify themes covered by CPA-written blogs and social media entries,[object Object]
Talk,[object Object],Blogs,[object Object],E-mails,[object Object],RSS feeds,[object Object],Podcasts and videos,[object Object],Tweets & Re-Tweets,[object Object],Comments on posts,[object Object]
Energize,[object Object],Create buzz around programs and services,[object Object],Share your knowledge and engage in conversations,[object Object],Become a part of a community,[object Object],Make change happen,[object Object],60x = 4,029,[object Object]
Support,[object Object],Use social media to enhance your ,[object Object],Professional networks and competency,[object Object],Get information faster and in more digestible formats,[object Object],Connect to other CPAs,[object Object],Connect to your professional associations,[object Object]
CPA Professional 2.0,[object Object],Learning & staying on the cutting edge,[object Object],Managing my career,[object Object],Doing my work,[object Object],Interacting with peers,[object Object],Becoming a leader in my field,[object Object]
This is a Social Network ,[object Object]
The New Math,[object Object],Social Networking (Old),[object Object],Social Media (New),[object Object],A change in the way we build relationships,[object Object],+,[object Object],=,[object Object],Source: Matt Goddard, CEO R2integrated ,[object Object]
It’s all about your Whuffie,[object Object],Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential access to ideas, talent and resources, saved-up favors, and accomplishments.,[object Object],- Tara Hunt “The Whuffie Factor”,[object Object]
It’s about the Network Effect,[object Object],Metcalf’s Law,[object Object],"states that the economic value of a network increases like the square of the number of its nodes, or the law of increasing returns. Usually, when people share a piece of equipment, the return diminishes. When more people are engaged in the network, more value is returned to the user.",[object Object]
Tools,[object Object],Social Networking,[object Object],Blogs / Wikis,[object Object],Microblogs,[object Object],Video & Content Sharing,[object Object]
Using Social Media to Further Your Career,[object Object],From Guy Kawasaki’s blog,[object Object],Update your profile and build your network.,[object Object],Start with at least twenty quality connections ,[object Object],Get the word out.,[object Object],If you’re looking, don’t hesitate to let people know.,[object Object],Get LinkedIn recommendations from your colleagues.,[object Object],If you are laid off, recommendations from a prior employer, superiors or staff are especially valuable.,[object Object]
Using Social Media to Further Your Career,[object Object],Find out where people with your backgrounds are working.,[object Object],Find out where people at a company came from.,[object Object],LinkedIn “Company Profiles” show the career path of people before they began work there. ,[object Object],Check if a company is still hiring.,[object Object],Company pages on LinkedIn include a section called “New Hires” that lists people who have recently joined the company. ,[object Object]
Using Social Media to Further Your Career,[object Object],Find out where people from a company go next.,[object Object],LinkedIn’s “Company Profiles” also tell you where people go after leaving the company. ,[object Object],Get to the hiring manager.,[object Object],Find companies that you have ties to by looking at the “Companies in Your Network” section on LinkedIn’s Job Search page. ,[object Object],Get to the right HR person.,[object Object],The best case is getting to the hiring manager via someone who knows him.,[object Object]
Using Social Media to Further Your Career,[object Object],Find out the secret job requirements.,[object Object],Find a connection at the company who can get the inside scoop on what really matters for the job.  ,[object Object],If you don’t have an inside connection, look at profiles of the people who work at the company to get an idea of their backgrounds and skills. ,[object Object],Find startups to join.,[object Object],Build your network before you need it.,[object Object],As a last tip, no matter how the economy or your career is doing, having a strong network is a good form of job security. ,[object Object]
Who is doing what?,[object Object]
CPA Trendlines ResearchCPAs Online,[object Object],Bay Street Group LLC for the AICPA,[object Object],678 valid responses,[object Object],April – June 2009,[object Object],Online questionnaire,[object Object],Incentive: Topline results,[object Object],34,[object Object]
CPA Trendlines ResearchCPAs Online,[object Object],Sector,[object Object],59% Public Accounting,[object Object],23% Business and Industry,[object Object],35,[object Object]
CPA Trendlines ResearchCPAs Online,[object Object],Firm Size,[object Object],37% Under 10 Persons,[object Object],36% 11 – 100 Persons,[object Object],27% Over 100,[object Object],36,[object Object]
CPA Trendlines ResearchCPAs Online,[object Object],Title,[object Object],30% CEO/Manging Partner,[object Object],24% Partner/C-Level,[object Object],23% Senior,[object Object],37,[object Object]
38,[object Object],CPA Trendlines ResearchCPAs Online,[object Object]
39,[object Object],CPA Trendlines ResearchCPAs Online,[object Object]
40,[object Object],CPA Trendlines ResearchCPAs Online,[object Object]
41,[object Object],CPA Trendlines ResearchCPAs Online,[object Object]
42,[object Object],CPAs’ “favorite?”,[object Object]
Key Accounting Channels,[object Object],State Societies – twitter, facebook, linked-in,[object Object],Blogs,[object Object],http://economyblog.aicpa.org/,[object Object],www.cpasuccess.com,[object Object],www.cpatrendlines.com,[object Object],http://financialexecutives.blogspot.com/,[object Object],http://cpamanagement.blogspot.com/,[object Object],Twitter,[object Object],AICPA Presence,[object Object],FeedthePig - 1,413,[object Object],AICPA_JofA - 1,265,[object Object],YoungCPANetwork - 1,211,[object Object],AICPANews - 1,181,[object Object],CPALetter_Daily - 345,[object Object],360CPAVolunteer - 76,[object Object],360finances - 21,[object Object],Conferences,[object Object],Individual staff, volunteer leaders,[object Object],Social Networks,[object Object]
Social Networks,[object Object],Linked In,[object Object],LinkedIn is almost entirely business focused. ,[object Object],People use it to keep in touch with current customers, find new clients, get referrals, maintain an online resume and reconnect with former colleagues and co-workers.,[object Object],Facebook,[object Object],Facebook is less formal,[object Object],Still, many savvy businesspeople already capitalize on relationships made and nurtured in informal social networking sites like Facebook.,[object Object]
Discussion Opportunity,[object Object]
cHALLENGES,[object Object]
Issues to consider,[object Object],Freedom of expression,[object Object],Privacy,[object Object],Copyright infringement,[object Object],Libel,[object Object],Content licensing,[object Object],Unlawful competition,[object Object]
Challenges,[object Object],Social media requires loosening the reins on technology platforms and access,[object Object],Social media management requires constant care and feeding, as well as monitoring,[object Object],Because social media is MASS media, mistakes and missteps are amplified ,[object Object]
Challenges:Examples of Social Media Risks,[object Object],CNN made a deal to acquire CNNbrk Twitter handle from a web developer that had 900,000 followers, and subsequently faced a public challenge from actor Ashton Kutcher to race to reach 1 million followers. ,[object Object],Upon his victory, Kutcher described the moment as a "changing of the guard" and added: ,[object Object],"I think it's a huge statement about social media for one person to actually have the ability to broadcast to as many people as a major media network." ,[object Object]
Challenges:Examples of Social Media Risks,[object Object],Two employees of Domino’s Pizza chain filmed and posted a YouTube video of a prank on a customer’s food.,[object Object],Video made its way to as many as 500,000 would-be customers with the help of social media. ,[object Object],Both employees lost their jobs and are facing charges,[object Object],Domino’s decision to defer comment initially resulted in its brand and online reputation taking the bigger hit. ,[object Object]
Challenges:Examples of Social Media Risks,[object Object],A gate worker for the Philadelphia Eagles was fired for posting a Facebook expletive-laced rant because the team refused to re-sign one of its star players. ,[object Object],A job candidate recently Tweeted doubt about taking a job at Cisco for "a fatty paycheck," since she wouldn't like the commute or the work. Cisco rescinded its offer.,[object Object],Mavericks owner Mark Cuban Tweeted a complaint that Denver's J.R. Smith was not called for coming off the bench to taunt Antoine Wright after he missed a shot near the Nuggets bench.  The NBA slapped Cuban with a $25,000 fine publicly criticizing the officials after Denver's 103-101 win over Dallas.,[object Object]
Challenges:Examples of Social Media Risks,[object Object],A top PR executive visiting Memphis, the headquarters of his client FedEx, wrote: “True confession but I'm in one of those towns where I scratch my head and say ‘I would die if I had to live here!”  This tweet got back to FedEx, and the company was not pleased with the public disparagement of its hometown.,[object Object]
Getting Started,[object Object],Setup your accounts (business or personal),[object Object],Powerfriend – pay attention to who they are quoting and re-tweeting,[object Object],Listen to the conversations,[object Object],Add your insights,[object Object],You are on your way….,[object Object]
Tools, Links and Resources,[object Object],Virtual Work Force,[object Object],Mturk.com,[object Object],Blogs,[object Object],Technorati,[object Object],Squarespace,[object Object],Social Networking Collaboration Platform,[object Object],Socialtext.com,[object Object],Ning,[object Object],Howsocialble.com,[object Object],Information on social media,[object Object],Readwriteweb,[object Object],Mashable,[object Object],Techcrunch,[object Object],Smartbrief on Social Media,[object Object]
Tools, Links and Resources,[object Object],Social Media and Twitter Tracking/Management Tools:,[object Object],http://search.twitter.com/ ,[object Object],Radian6,[object Object],Tweebase,[object Object],Hootsuite,[object Object],http://hashtags.org/,[object Object],Tweetbeep,[object Object],Tweetdeck,[object Object],WeFollow.com,[object Object],www.searchme.com,[object Object],Seesmic,[object Object],Find Influencers,[object Object],Buzz Logic,[object Object],Customer Service Comments,[object Object],Visible Technologies,[object Object],Video,[object Object],http://12seconds.tv/,[object Object]
Leadership & Social Media   Aicpa Leadership Academy
Young Professionals and Social Media: What's Your Personal ROI Strategy?,[object Object],“The challenge continues in this space to figure out just what social media is, how to use the new tools to make a profit, or whether social media is connecting or disconnecting us. Young professionals, a majority of whom are considered digital natives, are in a position to not only contribute to the conversation, but to use social media to its fullest degree.”,[object Object],					--Kait Swanson, April 18, 2008 ,[object Object]

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Notes de l'éditeur

  1. Twitter enables revolution. Changes world politics. Obama asked company to not take done the service for maintenance because of its importance to the Iranian expression of voter rights.
  2. Twitter’s growth is significant. Speaks to the function, not just the specific application or company. Similar to dot com era, where many rushed in. Not all survived, but the bottom line is that it changed communications norms and business practices, not to mention commerce.
  3. Wont read all of these statistics, but important to note the extent to which social media is being adapted. Note this last bullet.
  4. Switch to TomLearning & staying on the cutting edge (content & filtering) Managing my career (content – competencies – career paths)Doing my work (social context)Interacting with peers (web tools)Becoming a leader in my field (managing on-line identity – whuffie)Who is there , ready to leadStaying up to date, Do I know what is happening in my profession, thought leadership, collaboration,
  5. Facebook: A free, online, social utility that helps people communicate more efficiently with their friends, family and coworkers. Capabilities include status updates, picture and “note” posts, a news feed of network activity, event invitations, fan followings and “causes” participation in social activism.LinkedIn: A free, online, interconnected network of experienced professionals from around the world, with an emphasis on the professional as opposed to the social. Includes tools for resume building, professional Q&A, and communication with colleagues, friends, etc. Can be linked to a variety of e-mail services with convenient toolbars.TypePad: A blog service offering premium formatting, content and optimization features with advertising de-emphasized.WordPress: A free, open source blogging software allowing users great freedom of formatting and site placement, WordPress.com.Blogger: Google’s free blog service, most beginner-blogger friendly and with best optimization (since Google owns it).Twitter: Self-described as a “real-time short messaging service” that is free. Used primarily as a “status update” style microblog, posts in 140 characters or less w/ messaging capabilities and a real-time feed of “tweets” to keep users’ networks of contacts up-to-date regarding their daily activities.Yammer:Essentially Twitter for the workplace, replacing the question “What are you doing?” with “What are you working on?” Companies can purchase the ability to monitor and administer their own networks.Friendfeed: A freemicroblogging tool to post content, such as, text, video, photos, etc. that can be embedded on another social networking site, emphasis on the Twitter-esque qualities, but with the ability to see comments and others’ posts like a Facebook wall or News Feed post.YouTube: A site allowing people to upload and view video content for free, now the 3rd most commonly visited website globally according to Alexa (a company that tracks Web content and visiting), contains “channel” capabilities for users as well as commenting options as well as “response” posts.Vimeo: The “snob’s YouTube”, boasts better quality and HD capabilities as well as somewhat more “selective” content.Ustream.TV:A free live video content host site, includes interactive features since it is broadcast in real time with various messaging capabilities.Slideshare: A community for sharing business presentations such as PowerPoint and OpenOffice presentations, with webinar, downloading and embedding capabilities.