Thomson Reuters' Checkpoint Marketing Social Media Solutions
Company: Thomson Reuters, New York, NY
Company Description: Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial and risk, legal, tax and accounting, intellectual property and science and media markets, powered by the world's most trusted news organization.
Nomination Category: New Product & Service Categories - Content
Nomination Sub Category: New Product or Service of the Year - Content - Content Marketing Solution
Nomination Title: Thomson Reuters' Checkpoint Marketing Social Media Solutions
Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and performance to date:
Social media has changed the way buyers search for professional service firms. Traditionally, referrals and references were the keys to hiring a new provider. Social media has made it easier than ever for a prospect to make a buying decision before a firm is even aware of the opportunity. Word of mouth references continue to be critical – but they’re not enough. In order to succeed, a firm’s brand must be strong online as well as offline. Today’s consumers are tech-savvy and expect firms to provide real-time, searchable answers to a wide array of tax, accounting and personal financial questions. 80% of professional service clients use social media to research firms before making a buying decision (CPA Trendlines, Aug 2015).
Social media is no longer optional for accounting firms. Comprised of several mix-and-match components, Checkpoint Marketing Social Media Solutions helps accounting firms of all sizes develop and maintain a strong social media presence by providing a market-leading social media management platform, relevant and timely content posts, continuous training resources, best practice aids, and comprehensive metrics to analyze and track results. Customers are able to select the specific tools and products from the Social Media Solutions portfolio to best fit their needs, including:
Social Media Manager: More than a content sharing platform, the Social Media Manager allows firms to monitor their reputation, gather comprehensive analytics on social media engagement, access trending topics and stay connected to clients and prospects — all while publishing quickly and easily to its social media accounts (including business pages as well as personal profiles). Any Social Media Solutions content that the customer subscribes to is automatically added to the Manager for instant access for publishing. Social Media Federal Tax Posts: This content offering allows firms to share timely tax developments as they unfold. Based on RIA Daily News, subscribers receive 10 to 15 federal tax posts with late-breaking information on topics ranging from IRS announcements to tax minimization tips, court case rulings, new tax laws and updates on pending legislation per week, formatted for social media with relevant images. This content is available for delivery through the Social Media Manager or via email.
Social Media Briefs: Provided in formats designed specifically for social media, these weekly posts are available in several topical categories, including individual tax, small business tax, estate planning, business, not-for-profit and accounting and audit. Customers may subscribe to one category or all six in order to showcase their areas of expertise. The posts are provided in multiple formats to help firms maximize on-site social engagement or increase traffic to their website by publishing the articles on their website and providing links through their social media posts. This content is available for delivery through the Social Media Manager or via email.
Social Media Infographics and Fun Facts: Infographics and other visual data are liked and shared on social media three times more than any other type of content (SOURCE: Buffer). A subscription to Social Media Infographics and Fun Facts helps increase a firm’s visibility in busy newsfeeds and improve engagement with 52 beautifully-designed, ready-to-post visuals for social media, delivered once weekly. An annual subscription includes infographics, lists and trivia on tax, accounting, business and finance topics including unusual state and federal tax laws, FAQs, historical insights and more. This content is available for delivery through the Social Media Manager or via email.
With Social Media Solutions, firms can provide regular guidance on topics that social media followers will value; increase thought leadership, credibility and visibility by routinely sharing quality content; meet expectations for frequent value-added information that today’s consumers expect; and, remain relevant in an increasingly digital marketplace – all without requiring a dedicated marketing team.
“The bottom line is that remaining relevant in the accounting profession is a never-ending process. Updating online marketing strategies and building a loyal digital following is critical in reaching today’s consumer.” – Jon Baron, MD – Professional
In bullet-list form, briefly summarize up to ten (10) of the chief features and benefits of the nominated product or service:
1. Access professionally-written and designed content prepared specifically for social media use on a variety of topics, including succession planning, college savings plans, year-end gifting, and buying/selling businesses
2. Easily manage all social media accounts (including personal profiles) from one master platform that also provides comprehensive metrics and reporting, brand management and listening tools, and more
3. Achieve a modern, effective social media presence without putting a strain on the business’s financial or human resources
4. Remain relevant and increase credibility in today’s digital marketplace by publishing frequent tips and strategies written and designed by a trusted source