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.

1. How
to
Succeed
Using
Social
Media
to
Interact
with
CPAs
AICPA
/
CPA2Biz
Cloud
in
Tax
&
AccounAng
ExecuAve
Roundtable
January
30,
2013
Tom
Hood,
CPA.CITP.CGMA
CEO
Maryland
AssociaAon
of
CPAs
Business
Learning
InsAtute

2. Tom
Hood
CEO
of
MACPA
&
BLI
• Named
Fourth
Most
InfluenAal
Person
by
AccounAng
Today
• Top
25
Influencers
in
Learning
&
HR
by
HR
Examiner
Tom Hood, CPA, CITP, CGMA • Top
25
Public
AccounAng
Thought
CEO
MACPA Leaders
by
CPA
PracAce
Adviser
• Working
on
Learning
Management
with
AICPA/CPA2Biz,
Cloud
Business Learning Institute (BLI)
Curriculum,
Performance
Management
/XBRL,
Leadership
&
GeneraAons
hYp://www.linkedin.com/in/tomhood

3. Download
Today’s
Preso
on
hYp://www.slideshare.net/thoodcpa
And
on
our
blog
at
hYp://www.cpasuccess.com

4. 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?

5. The
Tornado
Lives!
CPA
Vision
Story
Map
circa
2000
capturing
the
major
trends
facing
the
CPA
Profession
from
the
CPA
Vision
Project
2011

6. ROA!

7. We’re
all
in
the
Moving
Business!

8. Virtual
ConnecAons
–
Real
People

9. Can
We
Bend
the
AdopAon
Curve?
Informed
Inner Circle Leaders Pragmatists Skeptics No-Nos
Bought-in I support it I’ll wait & see Prove it to me I don’t like this
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.

10. 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

11. Use
Social
Media
to
turn
the
bullhorn
around

12. Three
authors
ReTweeted
this
blog
post
which
menAoned
their
books…
hYp://www.cpasuccess.com/2012/01/the-­‐top-­‐ten-­‐business-­‐books-­‐of-­‐2011.html

13. 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

14. Tipping
the
adopAon
curve?

15. Bill
Tom
#1 Tom & #2 Bill – Jan 2013
MACPA s Journey

16. MACPA’s Social Media Map
145,714 views
2,049 connections
571 connections
80,568 views
4,966 followers
450 members
Top Accounting
Blogs – 2009, 2010, 2011,
Top 50 Business Blogs - 2011 2012
34

17. 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)

18. Content
is
king
and
Context
is
the
Kingdom!
Social
Media
ROI
from
ROA
-­‐
AICPA
FVS
Social
Media
&
CPAs
-­‐
gejng
an
ROI
Conference
from
your
ROA!
hYp://cpa.tc/1q6
hYp://cpa.tc/215
Slideshare
–
blog
–
twiYer
Linked-­‐in
-­‐
Facebook

19. The
conversaAon
conAnues…
hYp://cpa.tc/214

20. Top
10
Tweeters
–
AccounAng
Today
@rfchambers
/
@theiia
@taxgirl
@gregkyte
@gabrielleluoma
@retheauditors
@jenniferwarawa
/
@sage
@evananerd
@ACFE
@IRSNews

21. www.slideshare.net/thoodcpa

23. 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!

25. TwiYer
during
the
event,
slideshare
&
blog
post-­‐event

26. Tip
the
adopAon
curve
with
social
media
(the
MACPA
way!)
Social
Media
Metrics:
Amplifica>on
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
-­‐
California
Acct.
&
Bus.
Show
PSTECH
CCH
Listening
Event
MACPA
InnovaAon
Summit

27. SAll
not
convinced?
ROA
not
ROI
Top
#’s
for
last
2
weeks:
Reach
157,631
Impressions
133,151

28. 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)

29. 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)

30. What’s
Next?
Social
Business?
You
have
3
years
at
most!
hYp://cpa.tc/socialbiz
• Cloud
• Mobile
• Social
• Value-­‐added
• CollaboraAve
• Big
data
hYp://www.ibm.com/blogs/zz/en/

31. Follow
me
on:
Tom
Hood,
CPA.CITP
ü
TwiYer:
hYp://www.TwiYer.com/tomhood
CEO
ü
LinkedIn:
hYp://www.linkedin.com/in/tomhood
Maryland
Associa>on
of
CPAs
Business
Learning
Ins>tute
ü
Facebook:
hYp://www.facebook.com/thoodcpa
(443)
632-­‐2301
ü Plaxo:
hYp://tomhood.myplaxo.com
E-­‐mail
tom@macpa.org
Web
hRp://www.macpa.org
ü Slideshare:
hYp://www.slideshare.net/thoodcpa
Blog
hRp://www.cpasuccess.com
ü Youtube:
hYp://www.youtube.com/thoodcpa
Blog
hRp://www.bizlearningblog.com
ü Second
Life
avatar
name:
Rocky
Maddaloni

32. If
you
need
help
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!
BLI
program:
Social
Media
Strategy
&
Quick
Start:
Developing
and
ImplemenAng
a
Social
Media
Strategy
for
CPA
Firms
&
OrganizaAons
hYp://cpa.tc/8s

33. 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

34. www.hootsuite.com

35. www.klout.com

36. MACPA
Social
Media
Policy
• Based
on
social
media
best
pracAces
• Tied
to
MACPA
Vision,
Purpose,
and
Strategy
• Includes
CPA
Code
of
Professional
Conduct
hYp://cpa.tc/21c

37. 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