1. The ROI of Social Media: What’s In It For Me? All audio is streamed through your computer speakers. There were several attendance verification questions presented during the LIVE webinar to qualify for CPE of the LIVE event only. For the archived/recorded version of this webinar, the link at the end of this presentation will be to final exam on the topics and learning objectives covered during this webinar plus there are also 3 online review questions to answer per hour.

2. The ROI of Social Media: What’s In It For Me? Scott H. Cytron, ABC Cytron and Company NSA – Sept. 24, 2013 2

3. ROI – What Does It Mean? Return on Investment – of course

4. Learning Objectives Upon completion of this webinar you will be able to: Leverage Facebook, Twitter, LinkedIn and other social media applications to expose your brand to a larger audience. Connect with potential prospects and even close new business. Determine the ROI related to social media.

5. But How Do You Measure ROI? How much does it cost you to acquire a new client? If you spent 10 minutes a day on LinkedIn reaching out, connecting and developing referral sources from current clients, how much time in terms of “billable time” would you have to spend to get a new client?

6. LinkedIn Hourly rate = $175 10 minutes of your time = $17.50 Lunch with a Client to Develop Referrals Hourly rate = $175 1.5 hours of your time = $262.60 (plus the cost of lunch)

7. Measuring Social Media “Every single comment, photo, video or post takes a few seconds for a user to digest. It is estimated that the average ‘like’ on Facebook takes seven seconds per person while close friends of this person will take an average of five seconds to digest that ‘like.’” – Michael Cohn, CompuKol Communications LLC

8. 1.Social media is about building relationships 2.Social media is not hard to learn 3.Determine the ROI 4.Position yourself as an expert 5.Try and try again 8 Five Lessons to Learn

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10. Women, Hispanics and young people were the most active on social networking as of May 2013. 18-29 age range is the highest. 30-49 – second 50-64 – third 65+ - fourth Who’s On? 10

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13. 70% of LinkedIn users (~225 million users) are recognized as decision makers. Every Fortune 500 company has a profile on LinkedIn. 13 LinkedIn

14. For Business? 14 ME $ $ Web LAW Sell Writing Dentist Art Science YOU LinkedIn ROI

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21. Social utility that helps people communicate more efficiently with their friends, family and coworkers 500+ million users Other applications can feed into your Facebook profile and vice versa Your events can be posted and marketed using Facebook 21 Facebook www.facebook.com

22. Ideal for small- and medium-size firms. Facebook Fan pages allow you to officially represent your business on Facebook: –Unified place to hold conversations about you. –Get updates on what you’re doing –Interact with you –connect with other people who are “just like them” and love your services/products. 22 Fan Pages on Facebook

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26. Fastest growing age bracket is 55-64 years old. 100 million+ users. Real time short messaging service You follow people - other people follow you Send short quick messages of no more than 140 characters Help answer questions for others Use to share information 26 Twitter www.twitter.com

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29. Google+ 29

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31. 343 million active users. 2 nd most popular social media platform next to Facebook Connect – professional, like LinkedIn Search engines! What’s Up With Google+? 31

32. 1.LinkedIn 2.Google+ 3.Twitter 4.Facebook 5.Tumblr Recommended Social Media (in order) 32

33. 33 Strategy Strategy Strategy

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38. 38 Example of Social Media at Work Presidential Inauguration

39. What are three business goals you want to achieve? How much time will you invest using social media to achieve them? 39 Your Business Purpose

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42. 1. Be the first accounting technology-focused blog – pioneer and leader in technology trends (Jan 06) 2. Further peel away the old, stodgy accounting industry image. 3. Achieve improved Web site optimization and Web presence through rich content. 4. New way of appealing to the youth culture, future CPAs of our firm. Objectives 42

43. 5. Create new tool for communicating more often, more easily and interactively. 6. Earn media opportunities. 7. Elevate the maven status of Greg Price. 8. Create a vehicle that makes use of Microsoft partnering to help raise our prominence as a Gold Certified Partner. Objectives 43

44. Goal 1: Educate and inform the accounting community on sales tax compliance and reporting issues. Goal 2: Promote thought leadership in sectors touching SpeedTax customers. Goal 3: Build brand awareness. Goal 4: Position the company as a reliable, trusted source. 44 Case Study: SpeedTax

45. Interactive Web site – speedtax.com Facebook Twitter Blog Individual team members on LinkedIn 45 Components of Program

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52. SEO Landing page for Twitter, Facebook Increase speedtax.com traffic Encourage repeat visits Showcase industry experts Media-centric – “tax” and SEO Create reason to reach out to prospects – new blog entry 52 SpeedTax Blog – “The New Equalizer”

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54. Goal 1: To educate and inform the accounting community on sales tax compliance and reporting issues. Results: Attracting second and third-tier accounting firms as business partners and recommenders. Just starting to attract Big 4. 54 Results – Goal 1

55. Goal 2: Promote thought leadership in sectors touching SpeedTax customers. Results: Continuous expansion with key influencers: businesses, accountants, media, analysts. Fortune 500 companies searching by SpeedTax instead of other key terms (Leadlander). 55 Results – Goal 2

56. Goal 3: Build brand awareness. Results: Direct feedback of SpeedTax as being “accounting- centric.” SpeedTax is a trusted source for sales tax information. 56 Results – Goal 3

57. Goal 3: Build brand awareness. Results: Growing list of business partners – from both sides. Consistently delivering a very concise message to each audience, including VARs: better technology, affordable, easy to use. 57 Results – Goal 3

58. Goal 4: Position the company as a reliable, trusted source. Results: Accounting orgs actively published articles by SpeedTax in their magazines/journals. 58 Results – Goal 4

59. Review Questions for Self Study CPE: Now’s the time to answer the review questions 1-3. Click here: http://www.proprofs.com/quiz-school/story.php?title=NTc1ODcw *Once all questions are complete submit and close quiz window.

60. 60 Thank You! Link with Scott on LinkedIn at www.linkedin.comwww.linkedin.com Join Scott on FacebookFacebook Follow Scott on Twitter www.twitter.com/scytronwww.twitter.com/scytron Scott H. Cytron, ABC Cytron and Company 972-743-4671 scott@cytronandcompany.com

61. Thank you for participating in this webinar. Below is the link to the online survey and CPE quiz: http://webinars.nsacct.org/postevent.php?id=11366 http://webinars.nsacct.org/postevent.php?id=11366 Use your password for this webinar that is in your email confirmation. You must complete this survey and the quiz or final exam (for the recorded version) to qualify to receive NASBA marketing CPE credit. National Society of Accountants 1010 North Fairfax Street Alexandria, VA 22314-1574 Phone: (800) 966-6679 members@nsacct.org