Social (and other online) Media for Accountants Why Bother? Mark Lee FCA CTA (Fellow) MMC Chairman of the TaxAdviceNetwork 07769 692890 0845 003 8780
May 08, 2015
Social (and other online) Media for Accountants
Why Bother?
Mark Lee FCA CTA (Fellow) MMCChairman of the TaxAdviceNetwork
07769 6928900845 003 8780
BookMarkLee.co.uk #cloudaccounting21
It’s not about ME, it’s about YOU
BookMarkLee.co.uk #cloudaccounting21
Group leader (5) incl: Accountants – UK
BookMarkLee.co.uk #cloudaccounting21
I've got lots of business from Twitter.
Initially I did have to put in a lot of work (if chatting b0ll0x counts as work) with little financial reward, but now businesses fairly regularly get pointed my way on Twitter, due partly to my niche of being an accountant who specialises in FreeAgent clients.
it's probably >6 months since I tweeted a link to my site, or tried to sell.
An accountant
BookMarkLee.co.uk #cloudaccounting21
When others say it works….
• Success• What does it look like for them?
• Clarity• Of their service proposition and target audience
• Objectives• New high fee paying clients or something else?
• Profile• How impressive/distinct is it?
• Engaging• Business vs personal vs interests• Does their website have effective calls to action?
BookMarkLee.co.uk #cloudaccounting21
When others say it works….
• Success• What does it look like for them?
• Clarity• Of their service proposition and target audience
• Objectives• New high fee paying clients or something else?
• Profile• How impressive/distinct is it?
• Engaging• Business vs personal vs interests• Does their website have effective calls to action?
BookMarkLee.co.uk #cloudaccounting21
Newish into practice
New small businesses
B2C suppliers
Consumers
BookMarkLee.co.uk #cloudaccounting21
SocialVs
Anti-social
BookMarkLee.co.uk #cloudaccounting21
At best - ignored
BookMarkLee.co.uk #cloudaccounting21
Profiles Professional 1 –Personal2 - Business
Personal OR business
Personal AND business
‘Status’ updates
As you choose
Copied to ‘friends’
140 character limit
Combination
Quick ROI Possible Unlikely Almost impossible
Unlikely
Typical activity Varies Daily Twice daily Varies
Key focus Business to business
Friendship and fun
Your choice Small biz and solopreneurs
Groups Sectors, recruiters (max 50)
Fans/friends n/a As many as you like
Q&A Sophisticated Across friends’ walls
Only through updates
In groups and blogs
Blogging Imports 3rd party apps
Imports 3rd party apps
140 character limit
Yes
Business benefits
YES Maybe Could be Sometimes
BookMarkLee.co.uk #cloudaccounting21
LinkedIn – choose your settingsMark Lee Add Connections- Settings
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk #cloudaccounting21
If passive Can be found Can be contacted
Waste of time Google SEO benefit only
Community spirit
Rare Wall, Fan pages, apps
If active and many followers
If active in blogs/groups
People…. Use Linkedin Play on facebook
Tweet on twitter
Belong to ecademy
Online/offline Online Online Online Both
Typical contributions
Marketing. CVs and groups
Chatting Commentary and questions
Helping, supporting
Interaction Q&A, Direct messages
Walls, Direct messages
Replies, ReTweets (RTs)
Blogs, groups, meetings, direct
messages
Potential reach W/wide with US emphasis
Worldwide W/wide with US emphasis
W/wide with UK emphasis
Possible focus FIND biz contacts/staff
MANAGE friends
CHAT BUILD business
Level of interest
Professional Everywhere Widespread with media
hype
Less than it should be
BookMarkLee.co.uk #cloudaccounting21
Realistic objectives• Build profile, reputation, contacts• You as a person/expert• Your business brand (but I’m doubtful)
• LOCAL awareness only if LOCAL focus• As distinct from unfocused activity• Most prospects are LOCAL• (Regardless of your ability to work anywhere)
• Increase traffic to your website• You need to be clear what you want them to do
there
• New sources of information and advice
BookMarkLee.co.uk #cloudaccounting21
OR
BookMarkLee.co.uk #cloudaccounting21
( -x) + y = z > q
x = What he could stop doingy = What he could do with SMz = The impact of SM activityq = The impact of other activity
Social media is NOT free
BookMarkLee.co.uk #cloudaccounting21
( -x) + y = z > q
X What can he STOP doing?
BookMarkLee.co.uk #cloudaccounting21
( -x) + y = z > q
Y What will he starting doing?
Blogging
BookMarkLee.co.uk #cloudaccounting21
( -x) + y = z > q
Z The impact of the SM activity
BookMarkLee.co.uk #cloudaccounting21
( -x) + y = z > q
q The impact of other activity
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk #cloudaccounting21
You have been found guilty of wasting time on social media
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk #cloudaccounting21
Dip in and out of the river
BookMarkLee.co.uk #cloudaccounting21
BookMarkLee.co.uk/twitter
• Twitter is not for accountants
• A twitter case study and intro for professional advisers
• The biggest misconception about twitter
• Getting started on twitter• for accountant type twitter virgins
• Twenty top tips for using twitter• Key Do’s and Don’ts especially for accountants
• BookMarkLee.co.uk/blog – online networking
BookMarkLee.co.uk #cloudaccounting21
Social Networking
is NOT a quick form
of
Marketing
BookMarkLee.co.uk #cloudaccounting21
Set your strategy….. …. and have fun
Social (and other online) Media for Accountants
Why Bother?
Mark Lee FCA CTA (Fellow) MMCChairman of the TaxAdviceNetwork
07769 6928900845 003 8780
BookMarkLee.co.uk #cloudaccounting21
Contact details• Mark Lee FCA, CTA (Fellow)
• M: 07769 692890
• T: 0845 003 8780
• E: [email protected]
• www.BookMarkLee.co.uk• Further info re Mark’s talks• Social Media – without the hype!• Mark’s blog for ambitious professionals
• www.TaxAdviceNetwork.co.uk• Connecting you with independent specialist tax advisers• Register for complimentary copies of weekly tax tips written specifically
for accountants in general practice