Social Media & the Role of the Chief Executive

Tom Hood, CPA.CITPCEO

Maryland Association of CPAsBusiness Learning Institute

CPA-SEA Mid-winter MeetingTucson, AZ

Why CEOs 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 information, knowledge, and entertainment. In-forming is about self-collaboration—becoming your own self-directed and self-empowered researcher, editor, and selector of entertainment.

– Thomas Friedman

I don’t know the future. I didn’t come here to tell you how this is going to end. I came here to tell you how it’s going to begin.

I am going to hang up this phone and then I am going to show these people what you don’t want them to see. I am going to show them a world without you. A world without rules and controls, without borders or boundaries. A world where anything is possible. Where we go from there is a choice I leave to you.

http://www.youtube.com/watch?v=aOg9IcxuV2g

American Institute of CPAs

"It starts with the fact that globalization and the information technology revolution have gone to a whole new level. Thanks to cloud computing, robotics, 3G wireless connectivity, Skype, Facebook, Google, LinkedIn, Twitter, the iPad, and cheap Internet-enabled smartphones, the world has gone from connected to hyper-connected.”

- Thomas Friedman NY Times author

The World is Flat

The single most important trend in the world today

Social Media Revolution 3.0 by Eric Qualman

http://www.youtube.com/watch?v=x0EnhXn5boM

Associations:Road Kill on the

InformationSuper Highway

Social Media & Web 2.0 – Threat or Opportunity

“Tools that provide simple ways of creating groups lead to new groups, [...] and not just more groups but more kinds of groups. […] New social tools are altering this equation by lowering the costs of coordinating group action.” – Clay Shirky – Here Comes Everybody (picture from Digital Now 2009)

Example of new group formed with new tools

http://thriveal.com/

Why CEOs should blog?1. Thought Leadership (Jody Padar example)

2. Engagement with more members and shared insights (AICPA Leadership Academy)

3. Real Time Focus group4. Communication and connecting your organization

(Marriott Story & MACPA CFO Conference)

5. MACPA uses of social media6. The Power of Blogging7. Case Studies (Connecting to Thought Leaders, Connecting to Members –

Books, MACPA Beach Retreat & NE CPE Conference)

8. Top Ten (Social) Learning Technologies9. Risk Management10. It is bigger than you think - Social Organizations11. Getting Started12. If you Need Help & Resources

Success in a Connected World

Thought Leadership

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Social Media Engages & Shares Insights

The twitter stream from AICPA Leadership Academy

Real Time Focus Group

Example of using Twitter to get immediate real time feedback for this preso

The Marriott Story

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

What if you could keep your organization informed and inspired by your thoughts?

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MACPA’s Social Media Map

82,027 views

80,568 views

450 members3,570 followers

1,251 connections

450 connections

Top 50 Business Blogs - 2011

Top AccountingBlogs – 2009, 2010, 2011

Seth Godin and Tom Peters on blogging

http://www.youtube.com/watch?v=livzJTIWlmY

Social Media connects us to thought leaders

Three authors ReTweeted this blog post which mentioned their books…

http://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 participants.

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 mentioned

4. Let the conversation continue!

Follow the linksHow social media can be used for leadership & learning

• Live session at MACPA Beach Retreat• Video interview w/ Emmanuel Gobillot, author of Leadershift

http://youtu.be/3nUhFut5CjM• Post preso on www.slideshare.net http://dld.bz/afX8M• Blog post about Beach Retreat session on www.cpasuccess.com

http://dld.bz/afX2K• Blog sends out tweet http://dld.bz/agc52 mentions example from class

twitter handles• Tom Peters responds http://dld.bz/agc5U• Emmanuel Gobillot responds on Twitter http://dld.bz/agc6v• And on www.bizlearningblog.com w/ comment http://dld.bz/agc6C• And involved Joe Boutte http://dld.bz/agc6Q• And featured by Dr. Steve Hornik (UCF – Accounting) http://dld.bz/agc8f

45,600 people saw this

Featured our blog

post

http://dld.bz/agc8f

The post was even featured in an accounting educator’s “daily” distributed to his followers.

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 twitter 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.

Twitter during the event, slideshare & blog post-event

The best advice is to blog yourself – find your authentic voice so you are part of the conversation

Should CEOs blog themselves?

Source: www.C4LPT.co.uk

Top Ten Learning Technologies 1. Twitter – micro-updating tool 2. YouTube – video hosting and sharing tool 3. GoogleDocs – online collaboration tool 4. Delicious – social bookmarking tool 5. Slideshare – presentation hosting 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 site10. 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 participants.

Risk ManagementDon’t let this happen to you

This is the biggest fear of social media. You can mitigate 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.

http://www.macpa.org/Content/25247.aspx

It’s Bigger Than You Think – Social Organizations

From:To:Hierarchy NetworkCommand & Control Connect & CollaborateExperience CurveCollaboration CurveLecturerFacilitatorPush 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 Twitter account. A Social Business is one that embraces and cultivates a spirit of collaboration and community throughout its organization—both internally and externally.”

http://www.ibm.com/blogs/zz/en/

From Push to PullEngaged – Transparent - Nimble

Five Ways to Get started…1. Create your digital

footprint (Linked-In, Facebook, Google +, Twitter)

2. Start listening (use google reader and twitter to start listening)

3. Make friends (build your network and follow on twitter)

4. Create & Share (join the conversation by commenting, Retweeting, and start a blog)

5. Recognize & Reciprocate (always recognize and attribute other’s work)

If you need help

BLI program: Social Media Strategy & Quick Start: Developing and Implementing a Social Media Strategy for CPA Firms & Organizations

http://cpa.tc/8s

Let Bill Sheridan, National Thought Leader and architect of MACPA’s award-winning social media strategy, be your trusted guide to help you jump start your social media expertise.

In seven tele-coaching session, Bill will guide you through creating a social strategy and hands-on coaching to get you up and running fast!

“On the field of the Self stand a knight and a dragon. You are the knight and Resistance is

the dragon” – Steven PressfieldDo the Work

Start Today!

More ResourcesCPA Success posts about social mediahttp://www.cpasuccess.com/social-media/Self-directed learning guide – 15 min a dayhttp://www.cpalearning2.com/Can Social Media Help You Learn?http://cpa.tc/sociallearnMaking Social Media Work for Youhttp://www.journalofaccountancy.com/Multimedia/TomHood.htmSocial Media for Learninghttp://cpa.tc/sociallearnSocial Media for CPAs and CEOs – interviews & storieshttp://cpa.tc/socialHow to Leverage Social Media – Journal of Accountancyhttp://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

Tom Hood, CPA.CITPCEOMaryland Association of CPAsBusiness Learning Institute(443) 632-2301E-mail tom@macpa.orgWeb http://www.macpa.orgBlog http://www.cpasuccess.comBlog http://www.bizlearningblog.com

Follow me on: Twitter: http://www.Twitter.com/tomhood LinkedIn: http://www.linkedin.com/in/tomhood Facebook: http://www.facebook.com/thoodcpaPlaxo: http://tomhood.myplaxo.comSlideshare: http://www.slideshare.net/thoodcpaYoutube: http://www.youtube.com/thoodcpaSecond Life avatar name: Rocky Maddaloni