19th September 2016
Intercontinental, Dublin
David Sneddon
Director of Sales, Google
“Using Social Media Data received by firms to sell
professional services”
& Overview on current trends in technology
Overview of Social Media
What do the different networks do…
The Academic Perspective?
Lumascape shows the breadth and depth of social media
Source: http://www.chandlernguyen.com/wp-content/uploads/2013/05/search-lumascape.jpg
Conversation Prism
Source: http://digitalintelligencetoday.com/skinning-the-social-media-cat-in-26-dimensions-the-conversation-prism-2013/
What do the different networks do?
What do the different networks do?
What do the different networks do?
What
thethe
different
Whatdodo
? networks do?
Source: https://www.entrepreneur.com/article/227325
How are the global firms using using social media?
What happens when you research the social media usage of
the global firms in more detail?
Winners and losers of the global firms : what can we learn?
Winners and losers of the global firms : what can we learn?
1.
McKinsey
Source:http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/mckinsey-tweet.png
Winners and losers of the global firms : what can we learn?
2.
KPMG
Source: http://blog.talkwalker.com/en/wp-content/uploads/sites/2/2016/02/KPMG-video.png
Winners and losers of the global firms : what can we learn?
3.
General Observations
How are small to medium sized professional services firms
faring?
The current state of play : How are accountancy firms using
social media
■
● LinkedIn #1 network
● Activity low
■
77.6% of respondents were
either marketers or partners.
In terms of participants and
participant size, 85% of
● Social media management is manual respondents represented a CPA
chart below
shows that
● Very few organizations are advertisingfirm.
onThe
social
media
● E-mail still by far most popular
of the CPA firms participating,
almost 2/3 of those firms were
under 10 partners.
Source: “2014 survey by SocialCPAs and the Association for Accounting Marketing (AAM)”
What are they not doing well?
1. Not looking at analytics
2. Little automation
3. Not tracking rigorously enough
4. Generally low usage with little understanding of what they are trying to achieve
How they can compete better in this space
1.
Build a basic approach and avoid common pitfalls
2.
Move your business into the data analytics business by really gaining a competitive advantage
through the insights from social media
3.
Deepdive into the potential for transformative change of the accountancy profession in the next
5-10 years
1. Build a basic approach: What does The Journal of
Accountancy advise?
1.
Training
2.
Adopt a formal social media policy
3.
Use tools to scale
4.
Monitor analytics
5.
Take a deliberate approach; don’t hurry; hire in
expertise to avoid common mistakes
1. Build a basic approach: B2B Social Media Consultancy
Sweetfish
1.
Let’s Talk Basics
2.
Multi-platform Presence
3.
Deadline reminders
4.
Ask questions to engage your readers
5.
Vary your content
6.
Make it personal
7.
Inspire your audience
1. Build a basic approach: what not to do…
DON’T…
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
...expect very much to happen without a plan.
...expect to win new clients quickly.
...assume anyone is interested in your practice on social media.
...believe what you read in the general media.
...believe everything social media "experts" tell you.
...chase random followers all over the world.
...focus on broadcasting promotional messages.
...forget how much time social media can consume.
...outsource your social media activity.
...confuse social media metrics with what really matters.
1. Build a basic approach: think about your Social Media
Calendar
FOCUS ON TUESDAY
2. Move your business into the Data Analytics Business
1. Manage content
3. Social Media scheduling
2. Analytics
4. Great single source dashboard
2. Move your business into the Data Analytics Business
1.
DEEPDIVE INTO SOCIAL STATS
Source: https://www.webmatros.com/moz-social-analytics-review/
2. Move your business into the Data Analytics Business
2.
KEY FOR DATA ANALYTICS
Source: https://www.salesforce.com/blog/2011/08/what-does-our-facebook-dashboard-look-like.html
2. Move your business into the Data Analytics Business
FOCUS ON HOOTSUITE
Source: http://blog.capterra.com/hootsuite-competitors-9-other-social-media-management-alternatives-to-consider/
2. Move your business into the Data Analytics Business
MovingCustomer
Home
What-Are-My-O
ptions
I-Should-BeWebsite
Treated-Better
Marketing
Huge-Bill
Thats-a-
Social
Media
Know-More
I-Need-ASecond-Opinion
How-Much-WillI-Save
Is-It-RightFor-Me
I-Want-To-
2. Move your Business into the Data Analytics Business
How big firms approach this
1.
To enhance data insight, you must infuse data collection in every phase of your marketing funnel.
2.
Combine structured with unstructured data
3.
Leverage the data: Pre-Existing Data + New Social Data = Sentiment Score
4.
Begin execution based on your newfound data insights
3. Deepdive into the potential for transformative change of
the accountancy profession in the next 5-10 years
A. Data-Driven Marketing
B. Role of big data and implications for
Accountancy profession
C. Why is the Accountancy profession in a strong position to
harness these trends?
Confidential + Proprietary
Confidential + Proprietary
Proprietary + Confidential
Rate of Change Linear vs. Exponential
You are
here
1bn users Evolution of adoption
Radio 72 years
Television 67 years
Computer 32 years
Mobile phone 20 years
Smartphone 5 years
The Digital Business Equation
Digital Brand
Digital Culture
Digital Business
Data, collaboration and insight
Brand
External transformation
Changing how your brand connects
with customers. Driving genuine
engagement.
Customers
Proprietary + Confidential
Culture
DIGITAL
BUSINESS
Internal transformation
Catalysing cultural change through
technology. Fuelling creativity and
collaboration.
Employees
Engagement, growth and agility
Mobile : A new eco-system
(Almost) everyone will be connected
2016
7.4 BN
2021
Global Population
8 BN
8 BN
3.5 BN
Internet Population
> 7 BN*
Confidential + Proprietary
Everything will be connected
Confidential + Proprietary
What is Machine Learning?
“... algorithms that
can learn from and make
predictions on data.”
“... the science of
getting computers to act
without
being explicitly
programmed.”
Machine Learning - Early Stage : Atari Breakout
Confidential + Proprietary
Machine Learning - Advanced: Alphago
Confidential + Proprietary
Proprietary + Confidential
Applied Machine Learning: Google Translate / Paralympics
Are the robots going to take over?
What will happen by 2025?
Every company will be a tech company
Every company will be a tech company
Confidential + Proprietary
Today is early and slow
Confidential + Proprietary
Deepdive into the potential for transformative change of the
accountancy profession in the next 5-10 years
Data-Driven Marketing
Role of big data and implications for
Accountancy profession
Why is the Accountancy profession in a strong position to
harness these trends?
THANK YOU
David Sneddon, Director of Sales, Google